Social media has topped website articles as the most widely used content-marketing tactic of business-to-business marketers, according to a Brightcove-sponsored Content Marketing Institute and MarketingProfs study. Some 87 percent are using social media such as LinkedIn, 83 percent put articles on the company's website and 78 percent publish electronic newsletters.
More than half of the marketers say they will boost content-marketing budgets for next year, with about 8 of 10 marketers saying brand awareness is the goal of the combined tactics. The increase in budget will likely be to produce enough content, which is listed as the largest B2B content marketing challenge for most marketers.
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