B2B marketers are almost universally using social media to distribute content, but less than half rate it as effective, according to a new study from the Content Marketing Institute (CMI) and MarketingProfs. Instead, good old face-to-face contact still does the trick, with two-thirds of respondents rating in-person events as either effective or very effective. That puts those events above other tactics such as case studies (64%), webinars and webcasts (61%), blogs (59%), and videos (58%). Overall, 12 tactics got at least 50% of the vote for their efficacy, with social media narrowly missing the cut, at 49%.
A study released in September by Optify found similar results, with B2B marketers rating case studies (78%), white papers (73%), and in-person events (72%) as their most effective content marketing tactics. Read the rest at MarketingCharts.