The Rainmaker Blog : Law Firm Marketing and Business Development : The Rainmaker Institute : Stephen Fairley : Professional Legal Marketing

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We all know that “cash is king” when it comes to successfully managing your own business, but when it comes to B2B marketing, content is king.  

A new study by MarketingProfs and the Content Marketing Institute, which surveyed almost 1,100 B2B marketers in August 2011, has found that 90 percent of B2B marketers use content marketing to grow their businesses – and 80 percent of those use at least eight content marketing tactics to achieve their marketing goals. 

The top 10 B2B content marketing tactics include:

The study found that the three content marketing tactics that have grown the most since last year are blogs (65% in 2011 vs. 51% in 2010), videos (52% in 2011 vs. 41% in 2010) and white papers (51% in 2011 vs. 43% in 2010).

Social media networks grew substantially over the past year as vehicles for distributing content:

The biggest challenge facing B2B content marketers today is, not surprisingly, producing the kind of content that engages prospective customers. To produce this content, more marketers are turning to outsourcing – 62% of those surveyed said they use a combination of in-house and outsourced content, up from 55% one year ago.

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