MarketingProfs and the Content Marketing Institute (CMI) have released their latest annual study [PDF] of B2B content marketing in North America. The wide-ranging study finds broader use and confidence in this burgeoning area, with 93% of respondents now using content marketing (up from 91% last year) and 42% finding their efforts effective (up from 36%). So which tactics are proving most effective?
For the 4th consecutive year, the study finds that in-person events are B2B content marketers’ most effective tactic, with 70% believing them to be effective, up from 67% last year. (A recent study from Sagefrog Marketing Group also found B2B marketers touting the ROI of trade shows and events.) Case studies (65%) followed in-person events in the effectiveness ratings this year, as they did last year, while videos (63%) moved into a third-place tie with webinars and webcasts. Read the rest at MarketingCharts.