"A recent study by the Content Marketing Institute found that, on average, 26% of the total b2b marketing budget is now dedicated to content marketing, and that figure is expected to increase this year. The study, based on an online survey of 1,092 b2b marketers conducted in August, found that more than 60% plan to increase their content marketing budgets this year... To develop all this content, marketers are relying on their own marketing departments, as well as agency partners and freelancers. Tom Haas, CMO at Siemens Corp., said one of his top marketing priorities this year is “content integration.” “Specifically, how we can integrate content across different platforms, particularly online and offline. That's very important to us.” At Intel Corp., the marketing organization now has an editorial calendar that it uses to plan and develop content across all its marketing channels, from advertising to social media."
The full link is here: BtoB Online: Mobile Apps, Social Integration, & Content are key.