The Content Marketing Institute has published research that benchmarks the practices of B2B software content marketers and the results are worth looking at.
Exploring the US market in 2013, the CMI research found that almost all (99 percent) of B2B software marketers were engaged in at least some form of content marketing, with the primary content marketing tactic practised by 93 percent of marketers being “social media – other than blogs” and spreading their social network presence over an average of five social networks.
The biggest challenge among software content marketers identified was their inability to produce ENOUGH content, with 69 percent identifying it as a pain point. This suggests there is either a skills shortage among content marketing professionals or that the average budget allocation (29 percent of total marketing spend) is insufficient to meet their content marketing needs in 2013.
With 99 percent of B2B software marketers engaging in content marketing, this raises the question, what are the 1 percent doing?