The 2013 B2B Content Marketing Benchmarks, Budgets, and Trends report found that 87 percent of content marketers are using social media, which has become the most popular content marketing tactic. Other popular strategies included posting articles on company websites, e-newsletters, blogs and case studies.
The top five most popular social networks for B2B content marketers are LinkedIn, Twitter, Facebook, YouTube and Google Plus. With 26 percent of content marketers using Pinterest, this number six has seen a surge in less than one year.
With the increased number of companies choosing social media, the study also found these networks were used for content marketing more frequently than last year. Companies are also turning more towards research reports, videos and mobile for their marketing needs.
The study surveyed more than 1,400 content marketers from a variety of North American companies. Respondents stated that the biggest content marketing challenge they face is producing enough content. Meanwhile, 54 percent of respondents plan to increase content marketing spending in the next 12 months.