Overall, these marketers are committing more time and resources to the emerging discipline. Over half plan to increase their content marketing spend in 2011, while four of 10 expect their investment to remain steady. On average, when compared to their peers, these marketers:
- Employ 10 content tactics to achieve their marketing goals, compared to the cross-industry average of 8.
- Use Twitter, YouTube and blogs at higher rates.
Similar to their peers across all industries, computing/software marketers have widely adopted content marketing, but they aren’t confident about its effectiveness.
"Computing firms often need to engage prospects over an extended period," explains Tilton. "Yet only 34% of these marketers align content with the buying stages. This gap may help explain their dissatisfaction with results."
B2B Content Marketing 2010: Computing/Software Industry Report Junta42 B2B Content Marketing: 2010 Benchmarks, Budgets and Trends
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SOURCE Content Marketing Institute