Survey: B2Bs growing savvier in content marketing

Companies are increasingly sophisticated in creating stories, videos, blogs, and even comics to educate customers. But many are still trying to figure out how best to do it.

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Business-to-business companies are transforming themselves into publishers, with nine out of 10 using some form of content marketing to grow and reach customers, a new survey reveals.

Although the percentage of B2Bs using content marketing stayed constant this year over last, at about 90 percent, they are showing increased savvy in the way they use it, says Ann Handley, chief content officer with Marketing Profs, which co-sponsored the study with the Content Marketing Institute.

“One thing that’s changing is we’re getting better at it, smarter at it, more sophisticated with it,” she says.

The Content Marketing Institute and MarketingProfs surveyed 1,092 marketers internationally in creating the survey.

The survey defines content marketing—which has been called custom media, branded content, and brand journalism—as the creation and distribution of compelling content in multiple formats to attract or retain customers. These include electronic magazines, blogs, videos, podcasts, and even comic books.

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