Content marketing is becoming increasingly popular among B2B and B2C marketers, finds a pair of studies released in October. 84% of B2B marketers are planning to increase their content marketing over the next 12 months, reports Optify [download page], while 9 in 10 B2C and B2B marketers and agencies say they believe content marketing will become more important in the next year, according to Econsultancy. Both studies find that lead generation is a primary objective of content marketing activity for B2B marketers.Yet despite the importance attributed to content marketing and near-universal use 91% of Econsultancy respondents, just 38% of in-house marketer respondents both B2C and B2B said they had a defined content marketing strategy, and only 13% of agencies said their clients had one.

via Content Marketing Getting More Attention; B2B Sees Lead Gen Potential.