Those are among the key findings in B2B Enterprise Content Marketing: 2013 Benchmarks, Budget, and Trends – North America. The report shows that North American B2B enterprise marketers:
- Use an average of 16 content marketing tactics, whereas their B2B peers overall use an average of 14.
- Outsource content creation more frequently (65 percent) than their B2B peers overall (43 percent) do.
- Allocate 24 percent of their total budget to content marketing. Their B2B peers overall allocate 33 percent. Forty-six percent of B2B enterprise marketers (compared with 54 percent of their B2B peers overall) will increase this amount over the next 12 months.
- Use an average of four social media platforms, whereas their B2B peers overall use five. B2B enterprise marketers use Facebook (80 percent) as often as their B2B peers overall do; however, they use YouTube (74 percent vs. 61 percent) more often, and Twitter (76 percent vs. 80 percent) and LinkedIn (71 percent vs. 83 percent) less often.
"B2B enterprise marketers face many of the same challenges that their B2B peers face overall," says Joe Pulizzi , founder of Content Marketing Institute and co-author of Managing Content Marketing. "However, their biggest challenge is producing the kind of content that engages, whereas their B2B peers' biggest challenge is producing enough content. B2B enterprise marketers also are three-times more challenged with integrating content marketing across their organizations than their B2B peers overall are."
B2B Enterprise Content Marketing: 2013 Benchmarks, Budget, and Trends – North America, produced by Content Marketing Institute (CMI) and sponsored by Marketo, reports the responses of 216 business-to-business (B2B) enterprise marketers (1,000+ employees) who were part of a larger, August 2012 survey of 1,416 North American B2B marketers representing diverse industries and a range of company sizes. The enterprise report can be found here. Additional CMI research can be found here.
