Two recent studies seek to answer this question and shed light on content marketing best practices. They also show which channels tend to be most effective for marketers seeking to get their message across.
The first study, from the Content Marketing Institute, reveals that 94 percent of business-to-business marketers use LinkedIn for their efforts, and 51 percent say their content-marketing budgets will increase in the next year.
However, 60 percent of B2B marketing pros say that producing engaging content is their biggest challenge, and only 6 percent say their organizations are using content marketing very effectively.
Though 36 percent of B2B marketers meet to discuss their content marketing program weekly, only 32 percent of organizations have a documented content marketing strategy.
You can find more insights from Content Marketing Institute’s study in this Slideshare: