In its 2014 study of Social Media Usage by B2B marketers, the Content Marketing Institute and Marketing Profs found that LinkedIn is the most used social media network for B2B marketers at 91% compared to Twitter at 85%.
The most telling finding is that 62% of B2B marketers believe their LinkedIn marketing is effective. That drops to 50% for Twitter.
Of interest is that Google+ is quickly rising in the rankings with 55% using this social media network. However, Google+ plummets to 21% in effectiveness. This seems to indicate that B2B marketers understand the value of Google+ to their overall Google search rankings. Yet, marketers haven’t been effective in raising brand awareness and engagement among Google+ members.
Small Companies More Dedicated
A surprising finding, to me, is that small companies (10-99 employees) are more likely than large companies (1,000+ employees) to have someone who oversees content marketing strategy (78% to 58%). Almost half (48%) of small companies have a documented content marketing strategy, compared to large companies (42%).
It was also heartening to me, as a blogger, to learn that blogs are more important than ever. The study found that best-in-class B2B marketers rate blogs as the most effective marketing tactic (79%) which surpasses how they rank in-person events (76%).
Below are the detailed study findings.
B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America from MarketingProfs
Do you and/or your company have a defined, documented content marketing strategy? What network have you found most effective in marketing your product or service?