Most B2B marketers—92% in fact—actively use social media to spread the word about their brands and products, according to a survey conducted in the summer of 2014 by the Content Marketing Institute, a provider of educational and professional information and services, and marketing research and advisory firm MarketingProfs.
That’s a higher percentage than employ any of the other marketing tactics respondents could select, including e-newsletters (used by 83% of respondents), web site articles (81%), blogs (80%), case studies (77%), videos (76%) and white papers (68%).
The survey finds that 59% of B2B marketers publish new content—to social media, web sites, on blogs, or elsewhere—at least once a week. Of that group, 16% publish new content daily and 26% publish new content multiple times a week.
However, not all B2B marketers are regularly posting content. For example, 12% say they publish new content once a month, 8% say they publish new content less than once a month and another 2% say they aren’t sure.
The study, which was sponsored by Brightcove, a provider of Internet-based video content, was based on survey responses from 1,820 B2B marketers in North America in July and August of this year.