Social media surging in B2B content marketing

LinkedIn is the top platform for business-to-business marketers, but the best ones use as many platforms as they can to get their message across.

As content marketing continues to bring high success rates to marketing and PR plans, more and more B2B marketers and PR professionals are hopping on the bandwagon. With a whopping 93 percent of B2B marketers using content marketing, 73 percent say they are creating more original content than they did last year. Fifty-eight percent of businesses have plans of increasing their content marketing budgets over the next year. The data also show that the most successful marketers are using seven social media platforms to promote their content, versus the four used by the less-effective ones. LinkedIn takes the lead for the preferred content distribution platform, followed by Twitter, Facebook, and YouTube. Marketers are using an average of 13 content marketing tactics in 2013. Social media platforms, followed by articles, e-newsletters, and blogs are the most popular methods, followed by in-person events, case studies, videos, articles on other websites, and webinars. Not surprising is that more than half of B2B marketers have noticed the value of infographics, with a 13 percent increase this year over last year.

Take a deeper look into the data and advice in LinkedIn’s infographic below, including data from MarketingProfs and the Content Marketing Institute. As a PR whiz, are you using these tactics to up audience engagement and get the message out? Please let us know in the comments. Kelsey Cox is the director of communications at Column Five Media, a creative agency that specializes in infographic design, data visualization, and social PR. Column Five is based out of Newport Beach, Calif. Contact her at


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