Content marketing accounts for a growing portion of B2B marketers’ 2012 plans.Used by 90% of B2B marketers, more than one out every four marketing dollars goes to content marketing and 60% of marketers plan to increase their content marketing budget next year according to Content Marketing Institute and MarketingProfs research. Given content marketing’s cost effectiveness and targetability, this isn’t surprising. For marketers, the challenge is proving their case.Content marketing goalsBrand awareness, customer acquisition and lead generation, and customer retention/loyalty are marketers’ top three content marketing goals. This makes sense because marketers need to make their organization known, get new prospects and customers, and keep current customers purchasing.
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