While only 9% of B2B marketers (primarily from the UK) currently consider Google+ to be their most useful social media marketing channel, 29% believe it will be so in the next 12 months, according to results from a B2B Marketing survey. The researchers indicate this is part of a wider shift towards content-focused platforms, with Slideshare (+10%) and Pinterest (+5%) also seeing a positive net change in perceived usefulness over the next year. By contrast, more popular platforms such as Twitter (-26%), LinkedIn (-20%) and Facebook (-13%) are slated for a net decrease in usefulness.
That perceived shift towards content-based platforms comes amid heightened interest in content marketing among B2B companies. In the US, a recent survey of B2B content marketers found social media to be their most commonly-used tactic, by 87%, although just 49% found it effective. Social media use was slightly more popular among UK content marketers (used by 90%), and was also rated as effective by a slightly higher proportion (54%). Read the rest at MarketingCharts.