In the Digital Age, it’s been said that content is king.

A new study from software provider HiveFire confirms it—in the marketing sphere, anyway. The company surveyed 400 marketing professionals and found that 82 percent of business-to-business marketers rely on content marketing strategies to drum up new business. That was followed by search engine marketing (70 percent), events (68 percent), and public relations (64 percent).

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“Part of the popularity of content marketing is its ability to generate qualified leads while engaging prospects in a branded environment without busting the budget. Nearly half of the content marketers interviewed said they dedicate less than a third of their budgets to such marketing expenditures.”

HiveFire CEO Pawan Deshpande explains what it all means in a press release:

“B2B marketing as we've known it will never be the same. The future of marketing is not about selling so much as it is about engaging. This is what resonates with customers and why marketers have embraced content marketing in such large numbers. This change has been coming over time but content curation has certainly accelerated the shift because it removes many of the pain points commonly associated with content marketing.”

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