LinkedIn most popular platform
Posted: Thu May 29, 2025 3:32 am
Content marketing is a popular area of marketing. For many companies, it is one of the biggest online priorities at the moment, and that also applies to B2B organizations. Today, in the Infographic Day series, we look at a study on the latest state of affairs in B2B content marketing.
The study was conducted by the Content Marketing Institute in collaboration with Marketingprofs.com . The list to data data was summarized by Marketo in the infographic below. Compared to 2011, social media was used more often by companies as a content channel in 2012. LinkedIn is the most popular content channel for the B2B market. The business network is closely followed by Twitter, Facebook (joint second place), YouTube and Google Plus .
Effectiveness
When asked how effective the content marketing of B2B companies is, only 36 percent of respondents find it effective. The budget is a possible reason for this, despite the fact that money has been made available for it recently, especially among small organizations. For the coming period, B2B marketers indicate that they will make more money available for content marketing.
Objectives
Furthermore, the research shows that B2B marketers use content marketing to achieve objectives in the areas of 'brand awareness', 'customer acquisition' and 'lead generation'. For B2B organizations, the biggest challenge is producing sufficient content.
Want to see all the results of the research? Scroll down quickly to view the infographic. Click on the image for a larger version. Or download the research report for free (PDF).
The study was conducted by the Content Marketing Institute in collaboration with Marketingprofs.com . The list to data data was summarized by Marketo in the infographic below. Compared to 2011, social media was used more often by companies as a content channel in 2012. LinkedIn is the most popular content channel for the B2B market. The business network is closely followed by Twitter, Facebook (joint second place), YouTube and Google Plus .
Effectiveness
When asked how effective the content marketing of B2B companies is, only 36 percent of respondents find it effective. The budget is a possible reason for this, despite the fact that money has been made available for it recently, especially among small organizations. For the coming period, B2B marketers indicate that they will make more money available for content marketing.
Objectives
Furthermore, the research shows that B2B marketers use content marketing to achieve objectives in the areas of 'brand awareness', 'customer acquisition' and 'lead generation'. For B2B organizations, the biggest challenge is producing sufficient content.
Want to see all the results of the research? Scroll down quickly to view the infographic. Click on the image for a larger version. Or download the research report for free (PDF).