According to a MarketingProfs study, content creation is an increasingly popular tactic among B2B marketers.
The study points out a number of interesting things, including that bigger companies have more tactics in their toolbox, that more marketers use LinkedIn to distribute content and the B2B marketing budgets are expected to rise in the near future.
The increased focus on content creation is also resulting, it seems, in more companies taking that responsibility in-house as opposed to taking it to an outside agency or other vendor. The recognize that a native voice is going to be more compelling, since it brings with it more institutional and industry knowledge.
