A joint annual report by MarketingProfs and the Content Marketing Institute uncovered some valuable insights into how business-to-business (B2B) marketers are adapting and using content marketing strategies on social media to support their brand.
B2B marketers are becoming confident in creating content, both owned and supported by the brand, enlisting everything from videos, books, articles, how-to guides and infographics.
A recent infographic from LinkedIn shows that 87 percent of content marketers are using social media platforms as part of their marketing tactics. Of those surveyed who use social as a strategy, 91 percent preferred LinkedIn and 85 percent preferred Twitter, as opposed to other popular social networking sites.
These top two networks have made grand, public shows of affection for content in recent memory. Twitter's launch of Vine and inclusion of more article information in-line with their stream gives marketers ample opportunity for distribution. Likewise, LinkedIn's very public 2012 acquisition of LinkedIn's late 2012 acquisition of Slideshare, a presentation sharing website, showed off the company's strong hand in content discovery and distribution.
The study also reveals that 93 percent of surveyed marketers are using content marketing in some fashion, while 58 percent of B2B marketers plan to increase their content marketing budgets over the next year.
Curiously, Foursquare, Tumblr and Vine shared a three-way tie for the least-used social platform for content marketers. Here's a complete look at the findings: