Measurement, distribution less of a problem

Content marketing continues to inch up in importance for business-to-business firms, according to research from content curation platform Curata.

The company’s “B2B Marketing Trends 2012 Report” found that 87% of US B2B marketers have used content marketing this year—the most popular tactic of any queried. That was up 5 percentage points from usage levels in 2011, impressive considering the already-high level of interest in content marketing.

via Originality Is Content Marketers’ Greatest Challenge – eMarketer.