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Published April 29th 2013

B2B Content Marketing: It’s All About Leads and Original Content

For some reason, there have been loads of great marketing/social media infographics floating about this month. April is clearly The Month of Infographics (maybe this is the replacement for Spring sun?).

We’ve found yet another one for your entertainment (and continued learning). This one takes a look at ‘The State of B2B Content Marketing’.

The infographic, by digital publishing software providers Uberflip, shows that 91% of B2B marketers use content marketing and 68% of CMOs plan to increase their content marketing budget in 2013. Good for us marketing folk then.

It also takes a look at the objectives of those content marketing efforts and the KPIs being used to measure them – many of which are concerned with leads and sales.

It’s reassuring to see that content marketers are primarily creating content for the greater good (i.e. the company’s sales), and that the KPIs they’re tracking reflect these objectives.

So what tactics are they using? Are there any magic secrets?


We said tactics, not tic tacs.

Well, the usual suspects are on the list, but there is a surprising spread across different types of content. Whilst social media was top, there was also a focus on real-life interactions in the form of in-person events and webinars.

Meaty content was also on the agenda (we’re talking big pieces of content here, not slideshows about steak), with case studies, whitepapers and videos all featuring as top tactics.

Original content is also key; 94% of marketers create their own content from scratch.

This and more is covered in the full infographic, which you can find below. You can also find the original here.

contentmarketing infog


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Crimson Hexagon has merged with Brandwatch. You’re in the right place!

From May 8th, all Crimson Hexagon products are now on the Brandwatch website. You’ll find them under ‘Products’ in the navigation. If you’re an existing customer and you want to know more, your account manager will be happy to help.