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| Content Marketing |
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.
Spend $444,000 on content creation and distribution – 15% more than the average across all industries surveyed.
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."
"Though content marketing is not new, many marketers are still learning," says Joe Pulizzi, Founder of the Content Marketing Institute and co-author of Get Content Get Customers. "Most marketers are beginning to grasp the basics, but the findings show they need help developing and executing a plan."
The B2B Content Marketing 2010: Computing/Software Industry Reportrepresents the experiences of 121 computing/software firms, mainly in the small- and mid-size business category. This report is a subset of the Junta42and MarketingProfs B2B Content Marketing: 2010 Benchmarks, Budgets and Trends report, based on surveys of over 1,100 B2B North American marketers.
Download the report at the Content Marketing Institute.
About Content Marketing Institute
Content Marketing Institute is the leading content marketing resource on the planet. The CMI group includes the Junta42content agency matching tool, Chief Content Officer Magazine and Content Marketing World, the premiere international content marketing event.
About Stephanie Tilton
Stephanie Tilton is a content-marketing consultant who helps B2B companies craft content that engages prospects and customers, nurtures leads, and advances the buying cycle. She has produced content for some of the world's leading technology companies. She blogs at Savvy B2B Marketing and the Content Marketing Institute.
