We’re big fans of businesses using case studies to demonstrate their value and explain to potential customers how they have successfully helped other companies.
So we were delighted to see that, in new research from the Content Marketing Institute (CMI) and MarketingProfs, business marketers now view the use of case studies as the second most effective content marketing tactic, after in-person events.
The joint research – the third annual snapshot of how businesses are using content marketing – looks at what tactics marketers are using, and what challenges they face in 2013.
And although the research focuses specifically on North American businesses, it still provides some useful insight into the key trends and challenges likely to face marketers further afield.
Key findings from the research include:
- 91% of respondents currently use content marketing in their businesses
- Respondents are spending 33% of their marketing budgets on content marketing, up from 26% last year
- 54% of respondents plan to increase their content marketing spending over the coming year, with only 2% planning to decrease it
- Social media is the most popular content marketing tactic, followed by website articles, eNewsletters, blogs, and case studies
- LinkedIn has overtaken Twitter as the most-used social media site for distributing content
- Blogs have overtaken the use of videos as one of the top five most effective tactics
- The top challenge facing content marketers is that of producing enough content
Click here to view the full report.
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How do you plan to use content marketing in 2013? What are your biggest challenges? Which tactics have you found most helpful in 2012?