What Works for B2B Content Marketing

The B2B Technology Marketing Community on LinkedIn has more than 50,000 members, making it one of the largest groups on the popular business social network. Recently, 815 members of the group responded to a survey about content marketing about what works and what doesn’t for B2B content marketing.

According to the survey results, content marketing is used primarily for lead generation; here are the tactics being employed and their effectiveness rankings:

Not surprisingly, LinkedIn tops the list for the most effective social media platforms for content marketing, followed closely by YouTube. Video is becoming increasingly more popular since it is an easily digestible format:

In addition, the survey uncovered the following trends:

More than 82 percent of B2B marketers are increasing their content production over the next 12 months.

YouTube is gaining popularity as a social media platform to reach and engage B2B audiences – Facebook is losing ground.

Marketing automation is on the rise. 61 percent of marketers use marketing automation platforms, up from 43 percent last year.

You can click on the following link to see a slideshow of the entire survey results: B2B Content Marketing Report 2013.

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