B2B Content Marketing: 2012 Benchmarks & Trends

8/2/2019 B2B Content Marketing: 2012 Benchmarks & Trends

1/17

D4D @hl}al}Ectba}glo;4:34 Dal`fectbp) Dqmoa}p . }talmp
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2/17

Faiih) Naiihw D4D Ectba}at#

Gl }fa zcp} act) `hl}al} ectba}glo fcp ocglam gl`tamgdia eheal}qe, Cp }fgp }hzg` ocglp eglmpfcta) g}p qaiglo mgp`qppghlp

cthqlm }fa wad) c} a~al}p) clm gl dhctmthhep, Dq} kqp} fhw waii cta D4D ectba}atp c`fga~glo }fagt ohcip wfal g} `heap }h

`hl}al} ectba}glo8 Clm fhw eq`f fcp `fcloam gl }fa zcp} act8

]h clpwat }fapa sqap}ghlp) }fa @hl}al} Ectba}glo Glp}g}q}a clm Ectba}gloZthp pqt~aam 3):74 ectba}atp gl

Cqoqp} 4:33,3 Gl }fgp pa`hlm cllqci pqt~a) wa ql`h~atam phea gl}atap}glo nlmglop,

_fgia wa pcw phea qlavza`}am fcloap da}waal }fgp act clm icp}) wa watal} pqtztgpam }h paa }fc} hl}al} ectba}glo p}gii

tclbp fgofi gl }fa igp} h ztghtg}gap ht D4D ectba}atp, Kqp} cp gl 4:3:) 7 gl 3: htoclg{c}ghlp ectba} wg}f `hl}al} taoctmiapp

h hezcl pg{a ht glmqp}t,

Clm }fa cta mhglo wfc} g} }cbap }h dtglo cdhq} mapgtam tapqi}p;

Hl c~atcoa) D4D ectba}atp aezih agof} mgatal} `hl}al} ectba}glo }c`}g`p }h c`fga~a }fagt ectba}glo ohcip,

>:! tazht} }fc} }fa zicl }h gl`tacpa }fagt pzalm hl `hl}al} ectba}glo h~at }fa lav} 34 ehl}fp,

Ectba}atp) hl c~atcoa) pzalm h~at c sqct}at h }fagt ectba}glo dqmoa} hl `hl}al} ectba}glo,

Fhwa~at) wfgia ectba}atp cta `heeg}}glo }gea clm dqmoa} }h cmhz} }fa `hlàz}p clm ztc`}gàp h `hl}al} ectba}glo) g}p ìacti

c }hhi }fa cta oa}}glo c``qp}heam }h qpglo, Cp c tapqi}) }fata p}gii hteqic}glo p}tc}aogap ht fhw }h dap} eacpqta aa`}g~alapp,

Nthe cii czzactclàp) ectba}atp cta facmam gl }fa tgof} mgta`}ghl2 wa paa c pgolgn`cl} gezth~aeal} gl }fa zatàg~am

aa`}g~alapp h }fa ehp} zhzqict `hl}al} }c`}g`p, ]fa ohhm lawp gp }fc} wg}f zthotapp `hea a~al da}}at tapqi}p,

D4D @hl}al} Ectba}glo; 4:34 Dal`fectbp) Dqmoa}p clm ]talmp zth~gmap c ma}cgiam ihhb c} ecl cpza`}p h `hl}al} ectba}glo)

glìqmglo }fa }c`}g`p qpam) ph`gci eamgc `hlpgmatc}ghlp) ohcip) eacpqtaeal}p) dqmoa}p) hq}phqt`glo) clm `fciialoap, ]fa alm h

}fa tazht} ztapal}p }fa ztc`}gàp h pai%map`tgdam dap} gl icpp `hl}al} ectba}atp,

_a fhza }fgp tazht} faizp hq dal`fectb hqt `hl}al} ectba}glo aht}p clm glpzgtap hq }h zqez qz hqt `hl}al}

ectba}glo p}tc}ao#

Nhtawhtm

cllFclmia@fga @hl}al} HnàtEctba}gloZthp

KhaZqig{{gNhqlmat . Ava`q}g~a Mgta`}ht@hl}al} Ectba}glo Glp}g}q}a

3 Icp} actp pqt~a `h~atam Lht}f Ceatg`c2 }fgp actp pqt~a wcp whtimwgma) wg}f }fa eckhtg} h tapzhlmal}p the Lht}f Ceatg`c,

4
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3/17

0

ava@q}g~aPqEEct

D4D @hl}al} Ectba}glo; 4:34 Dal`fectbp) Dqmoa}p clm ]talmp gp }fa pa`hlm cllqci pqt~a cdhq} `hl}al} ectba}glo gl }fa

dqpglapp%}h%dqpglapp &D4D' pzcà, _a pqt~aam 3):74 ectba}atp the mg~atpa glmqp}tgap clm c wgma tcloa h `hezcl pg{ap

gl Cqoqp} 4:33, Icp} act) }fa tapqi}p ta~aciam `hl}al} ectba}glo gp c waii%ap}cdigpfam) `hta ectba}glo p}tc}ao gl }fa D4D

ectba}zicà, Fhwa~at) wfgia ecl ectba}atp wata qpglo }fapa }c`}g`p) }fa wata qlàt}cgl cdhq} }fagt aa`}g~alapp, ]fgp act)

a~al }fhqof }fa `hlnmalà ocz gp pftglbglo taoctmglo `hl}al} ectba}glo) }fata gp p}gii ehta amq`c}ghl }fc} laamp }h da mhla,

Nht zqtzhpap h }fa tapact`f) }fa pqt~a manlam `hl}al} ectba}glo cp hiihwp;

@hl}al} ectba}glo(`qp}he eamgc &phea}geap `ciiam `qp}he zqdigpfglo) `qp}he `hl}al}) ht dtclmam `hl}al}' gp }fa `tac}ghl clm

mgp}tgdq}ghl h amq`c}ghlci clm(ht `hezaiiglo `hl}al} gl eqi}gzia htec}p }h c}}tc`} clm(ht ta}cgl `qp}heatp,

@hl}al} Ectba}glo Glp}g}q}a clm Ectba}gloZthp ma~aihzam clm `hlmq`}am }fa p}qm,

EcKhtNglmgloPgl1 bactacP

3, Qpcoa clm Anna`}g~alapp;

Kqp} cp icp} actp pqt~a pfhwam) lgla hq} h 3: D4D ectba}atp cta qpglo `hl}al} ectba}glo }h othw }fagt

dqpglappap) clm hl c~atcoa) ectba}atp qpa agof} `hl}al} ectba}glo }c`}g`p }h c`fga~a }fagt ectba}glo ohcip, ]fa ehp}

zhzqict }c`}g`p cta ct}gìa zhp}glo &?7!') ph`gci eamgc &avìqmglo dihop' &?=!') dihop &>1!') aLawpia}}atp &>0!') `cpa p}qmgap

&16!') clm gl%zatphl a~al}p &1>!',

_fgia ectba}atp cta `hlnmal} cdhq} }fa ~ciqa h `hl}al} ectba}glo) }fa cta `fciialoam }h maehlp}tc}a }fa

aa`}g~alapp clm gezc`} h glmg~gmqci }c`}g`p clm mgp}tgdq}ghl `fcllaip, ]fc} pcgm) }fa `hlnmalà ocz wa mgp`h~atam icp}

act gp pftglbglo wfal g} `heap }h }fa tc}ap h cmhz}ghl h pza`gn` `hl}al} ectba}glo }c`}g`p clm }fa zatàg~am aa`}g~alapp h

}fhpa }c`}g`p,

@hl}al} ectba}glo qz}cba gp fgof c`thpp glmqp}tgap) wg}f lh pgloia glmqp}t tazht}glo daihw ?:! cmhz}ghl, ]fa

zthappghlci pat~gàp glmqp}t tazht}p }fa fgofap} ia~ai h cmhz}ghl) kqp} lqmoglo hq} `hezq}glo(ph}wcta) wfg`f tclbam lqedat

hla icp} act,

4, Ohcip clm Eacpqtaeal};

Ectba}atp cta qpglo `hl}al} ectba}glo }h pqzzht} eqi}gzia dqpglapp ohcip) iam d dtclm cwctalapp &>7!') `qp}heat c`sqgpg}ghl

&>6!') iacm oalatc}ghl &>?!') clm `qp}heat ta}al}ghl(ihci} &>4!'2 kqp} cp wa hqlm icp} act) }fa iacp} wgmai aeziham ohci

ht `hl}al} ectba}glo gp iacm eclcoaeal}(lqt}qtglo,

Kqp} cp gl icp} actp nlmglop) wad }tcn` gp }fa ehp} wgmai qpam pq`àpp ea}tg` &16!', Fhwa~at) }fgp act) pciap iacm

sqcig} &=7!' gp }fa pa`hlm%fgofap} qpam ea}tg` &~atpqp mgta`} pciap gl }fa zta~ghqp p}qm',
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4/17

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0, Dqmoa}p clm Zthmq`}ghl;

D4D ectba}atp mamg`c}a czzthvgec}ai 4>! h }fagt }h}ci dqmoa}p }h `hl}al} ectba}glo glg}gc}g~ap zta`gpai }fa

zatàl}coa ciih`c}am gl }fa zta~ghqp act, Ciph gl igla wg}f icp} actp tapqi}p gp }fa c`} }fc} peciiat `hezclgap &gl }atep h

lqedat h aezihaap' ciih`c}a c ictoat pfcta h }fagt dqmoa} }h `hl}al} ectba}glo }fcl mh ictoat `hezclgap,

]fgp act) c eckhtg} h ectba}atp &>:!' tazht} }fa zicl }h pzalm ehta ehla hl `hl}al} ectba}glo gl 4:34 &`hezctam }h13! gl 4:33',

>4! h D4D ectba}atp qpa hq}phqt`glo ht `hl}al} ectba}glo) c pqdp}cl}gci gl`tacpa `hezctam }h icp} actp nlmglop &11!',

=, @fciialoap;

Cp g} wcp icp} act) }fa otac}ap} tazht}am `fciialoa gp zthmq`glo }fa bglm h `hl}al} }fc} alocoap zthpza`}p

clm `qp}heatp &=3! h tapzhlmal}p', Clm lacti }fa pcea zatàl}coa h tapzhlmal}p gl 4:33 cp gl 4:3: tazht}p }fc}

zthmq`glo alhqof `hl}al} &4:!' clm dqmoa} }h zthmqà `hl}al} &36!' cta }fagt otac}ap} `fciialoap gl `hl}al} ectba}glo,

1, Ztc`}gàp hn Dap} gl @icpp;

=:! h ectba}atp `hlpgmat }faepai~ap }h da ehta aa`}g~a gl `hl}al} ectba}glo }fcl }fagt `heza}g}htp,

Cii ectba}atp fc~a }fa hzzht}qlg} }h gl`tacpa aa`}g~alapp) clm }fa cii `cl iactl the }fa dap} gl ìcpp, Kqp} cp wcp }fa `cpa

icp} act) aa`}g~a ectba}atp pzalm ehta clm cta ehta p}tc}aog` gl }fagt czzthc`f;

]fa ciih`c}a 03! h }fagt dqmoa} }h `hl}al} ectba}glo) `hezctam }h iapp aa`}g~a ectba}atp wfh gl~ap} 36!,

]fa cta 1:! ehta igbai }h `hlpgmat }fa p}coa gl }fa dqglo `ìa wfal ma~aihzglo `hl}al}) wfatacp iapp aa`}g~a

ectba}atp cta iapp igbai }h }cgiht `hl}al} gl cl wc,

]fa dalan} the pqdp}cl}gcii ehta dq%gl the palght eaedatp h }fa htoclg{c}ghl, Hli 6! h aa`}g~a ectba}atp

`hezicgl cdhq} ic`b h dq%gl the fgofat%qzp) ~atpqp 3?! h }fhpa wfh tc}a }faepai~ap cp iapp aa`}g~a &}fhqof) hl c

zhpg}g~a lh}a) }fgp lqedat fcp maìglam) mthzzglo mhwl the icp} actp tc}a h 4=! ht iapp aa`}g~a ectba}atp',

_fgia }fa mc}c glmg`c}ap ectba}atp fc~a ecma phigm facmwc h~at }fa zcp} act) ectba}atp the cii glmqp}tgap clm

`hezcl pg{ap `cl dalan} the nla%}qlglo }fagt czzthc`fap }h `hl}al} zicllglo) ma~aihzeal}) ztheh}ghl) clm

eacpqtaeal}, ]fhpa }fc} mh wgii tacz }fa tawctmp,

Tacm hl ht hqt ma}cgiam nlmglop gl cii h }fapa ctacp,
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5/17

1

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gl dh}f actp', Phea lh}cdia gl`tacpap;

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^gmahp &4?! gl`tacpa'

@hl}al} Ectba}glo ]c`}g`p Qpam

Kqp} cp wa hqlm gl icp} actp p}qm)

ct}gìa zhp}glo clm ph`gci eamgc

&avìqmglo dihop' cta }fa ehp} zhzqict

}c`}g`p clm cta `qttal}i qpam d ?7!

clm ?=! h D4D ectba}atp) tapza`}g~ai

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zatàl}coa zhgl}p,

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ectba}glo }c`}g`p,
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6/17

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Kqp} cp gl }fa zta~ghqp p}qm) hl c~atcoa) }fa ictoat }fa `hezcl) }fa otac}at lqedat h `hl}al} ectba}glo

}c`}g`p qpam, ]fa ictoap} `hezclgap &}fhpa wg}f h~at 3::: aezihaap' qpa 7 }c`}g`p) clm }fa peciiap}

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Igba icp} act) }fa ictoap} `hezclgap tazht} c fgofat cmhz}ghl tc}a ht ehp} }c` }g`p, Icp} act) }fa

ehp} ectbam mgatalàp da}waal }fa ictoap} clm peciiap} `hezclgap wata paal gl }fagt qpa h ztgl}ecoc{glap clm eg`thpg}ap, ]fgp act) }fa ehp} lh}cdia mgatalàp iga gl }fagt qpa h wfg}a zczatp &>?! h

}fa ictoap} `hezclgap ~atpqp 01! h }fa peciiap} `hezclgap') wadglctp &>:! h }fa ictoap} `hezclgap

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}fa peciiap} `hezclgap',

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aezihaap ecgl}cgl c diho) }fhqof hli 11! hn }fa

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Ngoq


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clm wfg}a zczatp cta qpam eq`f ehta

tasqal}i }fgp act }fcl gl }fa zta~ghqp

p}qm &Ngoqta 4',

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7/17

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Ph@gci Eamgc mgP}tgDq}ghl@FcllaiP

_a ciph cpbam ectba}atp }h }aii qp wfc} ph`gci eamgc `fcllaip }fa qpa }h mgp}tgdq}a `hl}al}, Hlà cocgl)

]wg}}at }tqezp cii h}fat ph`gci eamgc mgp}tgdq}ghl }zap &Ngoqta 0' ) clm c} fgofat tc}ap }fcl icp} act

&Ngoqta =', ]fc} pcgm) a~at ph`gci eamgc `fcllai gp paaglo gl`tacpam cmhz}ghl) h}al d 31%4:!;

Whq]qda; =?! gl`tacpa

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G} pfhqim `hea cp lh pqtztgpa }fc} }fa gl`tacpam

cmhz}ghl tc}a hn }fa ~gmah%pfctglo pg}a Whq]qda

&1>!' gp gl igla wg}f }fa gl`tacpa gl ~gmah qpcoa

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]fgp act) Ohhoia" khglp }fa igp} h mgp}tgdq}ghl

`fcllaip) wg}f cl glmqp}t c~atcoa h 30!,

]ftaa glmqp}tgap cta qpglo }fgp `fcllai c}

fgofat tc}ap }fcl h}fat glmqp}tgap; zthappghlci

pat~gàp &37!') cm~at}gpglo(ectba}glo &37!')

clm dqpglapp pat~gàp &3?!', Nht }fa ntp}

}gea) wa pqt~aam ectba}atp cdhq} }fagt qpa

h PigmaPfcta clm Nig`bt) clm hqlm }fapa

`fcllaip daglo qpam c} tc}ap h 4:! clm 3:!)

tapza`}g~ai, ]fhpa ectba}atp tc}glo }faepai~ap

cp aa`}g~a cta pgolgn`cl}i ehta igbai }h qpa cii

h }fapa mgp}tgdq}ghl `fcllaip,

Ph`gci Eamgc . @hl}al} % Othw}f ]talmp

: 3: 4: 0: =: 1: >: ?: 6:

]wg}}at ?=!11!

IglbamGl ?3!13!

Ncàdhhb ?:!1=!

Whq]qda 1>!06!

4:33 4:3:

Zatàl}coa hn Ectba}atp _fh Qpa ^ctghqpPh`gci Eamgc Pg}ap }h Mgp}tgdq}a @hl}al}

: 3: 4: 0: =: 1: >: ?: 6:

]wg}}at

IglbamGl

Ncàdhhb

Whq]qda

Pigmapfcta

Ohhoia"

Nig`bt

Lhla

?=!

?3!

?:!

1>!

4:!

30!

3:!

7!


Ngoqta = D4D @hl}al} Ectba}glo; 4:34 Dal`fectbp) Dqmoa}p clm ]talmp

A~at ph`gci eamgc`fcllai gp paaglo

gl`tacpam cmhz}ghl)h}al d 31%4:!,
http://bit.ly/2012b2btrendshttp://bit.ly/2012b2btrendshttp://bit.ly/2012b2btrendshttp://bit.ly/2012b2btrendshttps://plusone.google.com/_/+1/confirm?hl=en&url=http://bit.ly/2012b2btrends&title=B2B+Content+Marketing:+2012+Benchmarks,+Budgets+and+Trendshttp://www.linkedin.com/shareArticle?mini=true&url=http://bit.ly/2012b2btrends&title=B2B+Content+Marketing:+2012+Benchmarks,+Budgets+and+Trends&summary=Download%20this%20free%20research%20from%20CMI%20and%20MarketingProfs%20to%20learn%20about%20the%20benchmarks,%20trends%20and%20budgets%20in%20B2B%20marketing%20for%202012.&source=http://bit.ly/2012b2btrends%22http://twitter.com/?status=B2B+Content+Marketing:+2012+Benchmarks,+Budgets+and+Trends+http://bit.ly/2012b2btrends+via+@Junta42+@MarketingProfshttp://www.facebook.com/share.php?u=http://bit.ly/2012b2btrendshttp://www.contentmarketinginstitute.com/http://www.marketingprofs.com/


8/17

6

@hl}al}Ectba}glo aNNa@}g~alaPP

G}p ìact }fc} ectba}atp cta aaiglo ehta

cppqtam gl qpglo `hl}al} ectba}glo }h c`fga~a

}fagt ohcip, Kqp} cp gezht}cl}) }fata ehta

`hlnmal} gl fhw waii }fa cta qpglo }fapa

}c`}g`p c`thpp kqp} cdhq} a~at }c`}g`, Glh}fat whtmp) }fa ictoa `hlnmalà ocz wa pcw

gl icp} actp p}qm gp pftglbglo,

Ngoqta 1 pfhwp fhw ectba}atp tc}am }fa

aa`}g~alapp h ac`f }c`}g`,

_fgia gl%zatphl a~al}p clm wadglctp cta

p}gii paal cp }fa ehp} aa`}g~a }c`}g`p) hl

c~atcoa) }fa hiihwglo tclbam lh}cdi fgofat

gl zatàg~am aa`}g~alapp `hezctam }h hqt

icp} tazht}; Dihop; =1! gl`tacpa

@cpa p}qmgap; 04! gl`tacpa

^gmahp; 0>! gl`tacpa

_adglctp(wad`cp}p; 41! gl`tacpa

]fhqof ph`gci eamgc gp p}gii `hlpgmatam }fa

iacp} aa`}g~a h }fa }hz }c`}g`p) kqp} cp g} wcp

gl 4:3:) fci h }fgp actp tapzhlmal}p }fglb g}

gp aa`}g~a, Clm) gl c`}) >3! ehta ectba}atp

zatàg~a ph`gci eamgc cp aa`}g~a gl 4:33

}fcl icp} act,

Lhw }fc} ectba}atp fc~a hqlm wcp }h

qpa phea h }fapa }c`}g`p }h aa`}g~ai

c`fga~a }fagt ohcip) }fa lav} p}az gp }h ocgl

`hlnmalà gl }fagt qpa h dtclmam `hl}al})

mgog}ci ecoc{glap) ehdgia `hl}al}) clm

zhm`cp}p,

@hlmalà Ocz; Aa`}g~alapp Tc}glop hn ]c`}g`p Cehlo Qpatp

Daiga~a g} gp

Iapp Aa`}g~a(Glaa`}g~a

Daiga~a g} gp

Aa`}g~a

3:: ?1 1: 41 : 3::41 1: ?1

?6!

?:!

?:!

>3!

>:!

>:!

16!

1>!

0:!

0:!

07!

=:!

=:!

=4!

==!

44!

Eg`thpg}ap

Dihop

13! =7!Ct}gìap

1:! 1:!Ph`gci Eamgc

_fg}a Zczatp

aLawpia}}atp

^gmahp

@cpa P}qmgap

_adglctp(_ad`cp}p

Gl%Zatphl A~al}p


]hz Anna`}g~alapp Tc}glop Cehlop} ]fhpa _fh Qpa C Og~al ]c`}g`

?6! ,,,,,,,,,,,,,,,,Tc}a Gl%Zatphl A~al}p?:! ,,,,,,,,,,,,,,,,Tc}a _adglctp(_ad`cp}p?:! ,,,,,,,,,,,,,,,,Tc}a @cpa P}qmgap>6! ,,,,,,,,,,,,,,,,Tc}a Tapact`f Tazht}p

ANNA@]GÂ(ÂTW ANNA@]GÂ

ANNA@]GÂ(ÂTW ANNA@]GÂ

Dh}}he Anna`}g~alapp Tc}glop Cehlop} ]fhpa _fh Qpa C Og~al ]c`}g`

0?! ,,,,,,,,,,,,,,,,,Tc}a Zhm`cp}p=4! ,,,,,,,,,,,,,,,,Tc}a Ehdgia @hl}al}

=0! ,,,,,,,,,,,,,,,,Tc}a Mgog}ci Ecoc{glap=?! ,,,,,,,,,,,,,,,,,Tc}a Dtclmam @hl}al} ]hhip

@hl}al} Ectba}glo]c`}g` Aa`}g~alapp Tc}glop; Fgof . Ihw

&a,o,) `hl}al} nhtec}}am nht ZMCp(gZfhlap)`hl}al} czzig`c}ghlp nht pect} zfhlap) a}`,'

&a,o,) wadpg}a otcmat) hligla `ci`qic}ht)

wgmoa}) a}`,'

Cehlo }fhpa wfh qpa c zct}g`qict `hl}al} ectba}glo }c`}g`) wfc} zatàl}coahn ectba}atp daiga~a }fc} }c`}g` gp ag}fat ~at anna`}g~a ht anna`}g~a8


9/17

7

ohciP. EacPqtaEal}

`h}} eb} l mgnn} Hdk}g~ eq} nh pq;

Dtclm cwctalapp clm `qp}heat c`sqgpg}ghl tgpa }h }fa }hz h `hl}al} ectba}glo ohcip,

Ectba}atp qpa c lqedat h ea}tg`p }h eacpqta aa`}g~alapp, Kqp} cp gl icp} actp tazht})

wad }tcn` clm pciap iacm sqcig} }hz }fa igp},

Kqp} cp gl }fa zta~ghqp act) ectba}atp cta cmhz}glo `hl}al} ectba}glo p}tc}aogap }h c`fga~a c ~ctga} h ohcip, Gl c`}) }fa

}hz ohcip h dtclm cwctalapp) `qp}heat c`sqgpg}ghl) iacm oalatc}ghl) clm `qp}heat ta}al}ghl(ihci} taecgl }fa pcea

&Ngoqta >', Phea lh}cdia mgatal`ap the icp} act;

Nawatectba}atp cta qpglo `hl}al} ectba}glo }h c`fga~a dtclm cwctalapp) `qp}heat c`sqgpg}ghl(ihci})

clm pciap,

Ehta ectba}atp cta qpglo `hl}al} ectba}glo ht `qp}heat c`sqgpg}ghl &taattam }h cp `qp}heat ta`tqg}eal} gl icp}actp tazht}') iacm oalatc}ghl) wadpg}a }tcn`) }fhqof} iacmatpfgz) clm iacm eclcoaeal}(lqt}qtglo,

Htoclg{c}ghlci Ohcip nht @hl}al} Ectba}glo

: 3: 4: 0: =: 1: >: ?: 6:

@qp}heat C`sqgpg}ghl

Iacm Oalatc}ghl

@qp}heat Ta}al}ghl(Ihci}

_adpg}a ]tc`

Alocoaeal}

]fhqof} Iacmatpfgz

Pciap

>6!

Dtclm Cwctalapp >6!

>>!

>3!

1>!

11!

11!

=?!

Iacm Eclcoaeal}(Lqt}qtglo 07!

Ngoqta > D4D @hl}al} Ectba}glo; 4:34 Dal`fectbp) Dqmoa}p clm ]talmp

Dtclm cwctalappclm `qp}heat

c`sqgpg}ghl tgpa }h}fa }hz h `hl}al}

ectba}glo ohcip


10/17

3:

]h eacpqta }fa aa`}g~alapp h `hl}al}

ectba}glo) ectba}atp cta lhw taiglo hl

pigof}i mgatal} `tg}atgc }fcl }fa mgm

icp} act, _fgia wad }tcn` clm pciap

iacm sqcig} p}gii }hz }fa igp}) wa paa c 34

zatàl}coa zhgl} dqez h~at icp} act gl }fa

lqedat h ectba}atp qpglo PAH tclbglo

}h eacpqta pq`àpp, Gldhqlm iglbp cta

ciph zth~glo ehta ~ciqcdia }h ectba}atp gl

ocqoglo aa`}g~alapp, C} }fa pcea }gea)

awat ectba}atp cta avza`}glo mgta`} pciap

cp }fa tapqi} h }fagt `hl}al} ectba}glo

aht}p &Ngoqta ?',

Eacpqtaeal} @tg}atgc nht@hl}al} Ectba}glo Pq`àpp

: 3: 4: 0: =: 1: >: ?: 6:

_ad ]tc`

Pciap Iacm Sqcig}w &a,o,) pciap c`àz}am iacmp'

Mgta`} Pciap

Pciap Iacm Sqcl}g}w

Sqcig}c}g~a Naamdc`b nthe @qp}heatp

PAH Tclbglo

Gldhqlm Iglbp

16!

=7!

=3!

=3!

=:!

=:!

0:!

Ngoqta ? D4D @hl}al} Ectba}glo; 4:34 Dal`fectbp) Dqmoa}p clm ]talmp

_fgia wad }tcn`clm pciap iacm sqcig}

p}gii }hz }fa igp}) wapaa c 34 zatàl}coazhgl} dqez h~at icp}

act gl }fa lqedat hectba}atp qpglo

PAH tclbglo


11/17

33

Dqmoa}P. Zthmq@}ghl

`h}} eb}go pz g Kqzgo) eb} Ggoi Hq}hqgo

_fgia czzthvgec}ai 4>! h D4D ectba}atp }h}ci dqmoa}p cta ciih`c}am }h `hl}al} ectba}glo aht}p avc`}i }fa

pcea zatàl}coa cp gl icp} actp tazht} gl~ap}eal} gl `hl}al} ectba}glo `hl}glqap }h othw;

>:! h tapzhlmal}p glmg`c}a }fa wgii gl`tacpa pzalmglo hl `hl}al} ectba}glo gl 4:34,

H~at fci &>4! h tapzhlmal}p' qpa hq}phqt`glo ht c} iacp} c zht}ghl h }fagt `hl}al} ectba}glo c`}g~g}gap) c pgolgn`cl}

gl`tacpa h~at icp} actp qpa h hq}phqt`glo &14!',

@hl}al} Ectba}glo Pzalmglo

Tgpglo `hlnmalà gl }fa aa`}g~alapp h `hl}al}

ectba}glo paaep }h da pzqttglo ectba}atp

}h mamg`c}a ehta dqmoa} }h }fgp p}tc}ao,Hl

c~atcoa) >:! h tapzhlmal}p glmg`c}a }fc}

}fa zicl }h gl`tacpa }fagt `hl}al} ectba}glo

dqmoa}p h~at }fa lav} 34 ehl}fp &Ngoqta 6',

_fgia) igba icp} act) D4D ectba}atp) hl c~atcoa)

pzalm 4>! h }fagt dqmoa}p hl `hl}al} ectba}glo

c`}g~g}gap) }fgp ~ctgap d `hezcl pg{a, ]fa peciiat

}fa `hezcl &gl }atep h lqedat h aezihaap')

}fa ictoat }fa zatàl}coa g} pzalmp hl `hl}al}

ectba}glo &Ngoqta 7', @hezclgap wg}f awat

}fcl 3: aezihaap pzalm 0=! h }fagt dqmoa}phl hl}al} ectba}glo) wfatacp hezclgap wg}f

otac}at }fcl 3:::" aezihaap pzalm 4:! h }fagt

dqmoa}p hl `hl}al} ectba}glo,

@hezcl Pg{a Zatàl}coahn Dqmoa}

Tc}gh hnMgp}tgdq}ghl }h @tac}ghl

Eg`th &Nawat }fcl 3: aezihaap',,,,,,,,,,,3,6 ,,,,,,,,,,,,,,,,,,,,,,,,,0=!Pecii &3: % 77 aezihaap' ,,,,,,,,,,,,,,,,,,,,,4,: ,,,,,,,,,,,,,,,,,,,,,,,,,4>!

Egm%pg{a &3::%777 aezihaap',,,,,,,,,,,,,,,,,,,,4,4 ,,,,,,,,,,,,,,,,,,,,,,,,,40!

Ictoa &3:::" aezihaap' ,,,,,,,,,,,,,,,,,,,,,,1,1 ,,,,,,,,,,,,,,,,,,,,,,,,,4:!

H~atcii ,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,0,1 ,,,,,,,,,,,,,,,,,,,,,,,,,4>!

]h}ci Ectba}glo Dqmoa} Pzal} hl @hl}al} Ectba}glo



>:! h tapzhlmal}pglmg`c}a }fc} }fa zicl

}h gl`tacpa }fagt `hl}al}ectba}glo dqmoa}p h~at

}fa lav} 34 ehl}fp,


12/17

34

Hl c~atcoa) }fa pzalm hl `hl}al} mgp}tgdq}ghl gp 0,1 }geap }fa pg{a hn }fc} pzal} hl `hl}al} `tac}ghl, ]fa tc}gh gl`tacpap wg}f }fa

pg{a hn }fa `hezcl &Ngoqta 7', Nht glp}clà) `hezclgap wg}f ehta }fcl 3)::: aezihaap pzalm h~at 1,1 }geap cp eq`f hl `hl}al}

mgp}tgdq}ghl cp }fa mh hl `tac}ghl) clm `hezclgap wg}f nawat }fcl 3: aezihaap pzalm hli 3,6 }geap cp eq`f hl mgp}tgdq}ghl cp }fa

mh hl `tac}ghl,

@hl}al} Ectba}glo Hq}phqt`glo

Cp `hl}al} ectba}glo dqmoa}p gl`tacpa) ph }hh mhap }fa zatàl}coa h `hezclgap }fc} hq}phqtà,

Icp} act) hli 11! h ectba}atp qpam hq}phqt`glo gl phea czc`g}, ]fgp act) >4! h D4D ectba}atp qpa c egv h glphqtàm clm

hq}phqtàm hl}al}, Hq}phqtà%hli p}tc}aogap cta tcta c} hli =! &Ngoqta 3:',

_fgia 06! h ectba}atp fclmia }fagt `hl}al} `tac}ghl gl fhqpa) tapzhlmal}p pzalm) hl c~atcoa) 41! h }fagt `hl}al}%`tac}ghl

dqmoa} wg}f hq}pgma taphqtàp) pq`f cp `hlpqi}cl}p clm coal`gap, C eq`f peciiat zatàl}coa h ectba}atp fgta av}atlci taphqtàp

}h faiz wg}f mgp}tgdq}glo `hl}al},

Hqt pqt~a ciph nlmp }fc} ictoat hezclgap

&manlam cp otac}at }fcl 3)::: aezihaap'

cta 4=! ehta igbai }fcl peciiat

`hezclgap &3:%77 aezihaap' clm 37!

ehta igbai }fcl }fa c~atcoa `hezcl }h

hq}phqtà `hl}al} &Ngoqta 33',

_fal paabglo hq} }fa tgof} ~almhtp }h

pqzzht} `hl}al} ectba}glo wfa}fat ht

wtg}glo) eclcoaeal}) ht zthmq`}ghl

ectba}atp qpa c ~ctga} h taphqtàp, ]fa

dgooap} `fcloap the icp} actp tazht} cta;

Cl gl`tacpa gl qpa h `hlpqi}cl}p &04! gl

4:33 ~atpqp 4?! gl }fa zta~ghqp tazht}'

C ma`tacpa gl }fa qpa h }tcma pfhwp cp c

~alqa }h nlm pqzzht} &4:! gl 4:33 ~atpqp

4>! gl icp} actp tazht}'

Glphqtà ~p, Hq}phqtà hn @hl}al} Ectba}glo

4:33

: 3: 4: 0: =: 1: >:

4:3:

Gl Fhqpa Hliw 06!

Dh}f 16!14!

=1!

Hq}phqtàm Hliw =!0!

4:33 4:3:

Eg`th &Nawat }fcl 3: Aezihaap' ,,,,,,, 10! ,,,,,,,,,,,,,,,,,,,,, =6!

Pecii &3:%77 Aezihaap' ,,,,,,,,,,,,,,,, >:! ,,,,,,,,,,,,,,,,,,,,, =4!

Egm%pg{a &3::%777 Aezihaap',,,,,,,,, >4! ,,,,,,,,,,,,,,,,,,,,, 1=!

Ictoa &3:::" Aezihaap' ,,,,,,,,,,,,,,, ?=! ,,,,,,,,,,,,,,,,,,,,, ??!

C~atcoa,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,, 16! ,,,,,,,,,,,,,,,,,,,,,11!

Zatàl}coa hn @hezclgap }fc} Hq}phqtà@hl}al} Ectba}glo

Ngoqta 3: D4D @hl}al} Ectba}glo; 4:34 Dal`fectbp) Dqmoa}p clm ]talmp


]fgp act) >4! h

D4D ectba}atp qpa cegv h glphqtàm clmhq}phqtàm `hl}al},


13/17

30

@FciialoaPgl@hl}al}Ectba}glo

eb} p}gii `fiio }h p} ti~} `hziigo

Kqp} cp gl icp} actp tazht}) }fa lqedat hla `fciialoa gp zthmq`glo alocoglo `hl}al}) hiihwam ìhpai d

taphqtà `hlp}tcgl}p,

]fa ictoap} `fciialoa &ht =3! h tapzhlmal}p' gp zthmq`glo }fa bglm h `hl}al} }fc} alocoap zthpza`}p clm

`qp}heatp &Ngoqta 34', _fgia c otac}at lqedat h tapzhlmal}p cta p}tqooiglo wg}f }fgp gl 4:33 `hezctam wg}f icp} act &0>! h

4:3: tapzhlmal}p tazht}am }fgp cp }fagt dgooap} `fciialoa') kqp} igba icp} act) }fgp actp tapzhlmal}p cta ciph p}tqooiglo wg}f }wh

`fciialoap }fc} oh fclm gl fclm; zthmq`glo alhqof `hl}al} &4:!' clm fc~glo }fa dqmoa} }h zthmqà alhqof `hl}al} &36!',

Ectba}atp wata cpbam }h avzicgl wfc} zct}g`qict `fciialoap }fa cà wg}fgl }fagt hwl htoclg{c}ghlp, _a lh}gàm c lqedat h

}faeap tqllglo }fthqofhq} }fagt `heeal}p;

Oa}}glo dq%gl;

Eclcoaeal} zc}galà % eo} laamp }h qlmatp}clm }fc} gl }hmcp D4D al~gthleal} g} }cbap }gea }h

alocoa zthpza`}p, ]fa zthpza`} fcp c ih} ehta zhwat }fcl }fa mgm gl }fa 7:p clm 4:::p,

Nglmglo gl}atlci faiz;

Nglmglo zahzia wg}fgl e htoclg{c}ghl }h `hl}tgdq}a }fagt avzat}gpa }h taia~cl} `hl}al},

Lhdhm hq}pgma h ectba}glo paaep }h paa }fa ~ciqa gl pfctglo hqt avzat}gpa wg}f }fa ectba} ~gc `hl}al} ectba}glo,

Dgooap} @hl}al} Ectba}glo @fciialoa

=3!

4:!

36!

34!

?!3!

Zthmq`glo }fa Bglm hn @hl}al}}fc} Alocoap Zthpza`}p(@qp}heatp

Zthmq`glo Alhqof @hl}al}

Dqmoa} }h Zthmqà @hl}al}

Zthmq`glo c ^ctga}w hn @hl}al}

Dqmoa} }h Igàlpa @hl}al}

Ic`b hn Dqw%Gl(^gpghl ntheFgofat%Qzp Glpgma Whqt @hezclw



14/17

3=

Fc~glo alhqof }gea;

]gea clm hl}al} tac}ghl, ]fa gmacp cta cii }fata) g} p kqp} c ec}}at h nlmglo }gea }h tac}a clm wtg}a hz,

Zthmq`glo alhqof `hl}al} clm mgp}tgdq}glo g} }fthqof +cii+ h }fa taia~cl} `fcllaip, &G ce }fa phia zatphl tapzhlpgdia ht

`tac}glo(ztheh}glo hqt `hl}al}) clm }fatap la~at alhqof }gea gl }fa mc,'

@tac}glo c pqp}cglcdia zthàpp;

@tac}glo aeh}ghlcii `hezaiiglo `hl}al} clm ecgl}cglglo c `hlpgp}al} `cmalà h `tac}ghl(mgp}tgdq}ghl

Fc~glo }fa mgp`gzigla clm daglo cdia }h cppgol pqn`gal} taphqtàp }h `tac}a clm eclcoa }fa tgof} `hl}al} ht }fa }ctoa}

cqmgalà) gl c pqp}cglcdia ecllat,

]fc} pcgm) ehta D4D ectba}atp cta paoeal}glo }fagt cqmgalà }fcl icp} act &66! ~atpqp 64!', _fgia }fa ehp} zhzqict wc }h

paoeal} cl cqmgalà icp} act wcp d `hezcl `fctc`}atgp}g`p &1:!') ectba}atp cta da`heglo ehta phzfgp}g`c}am) gl`tacpgloi

paoeal}glo dcpam hl }fa zthnia h }fa ma`gpghl ecbat &1?! ~atpqp =7! icp} act',

Hli 07! h tapzhlmal}p cigol`hl}al} wg}f }fa p}coa gl }fa

dqglo `ìa ht pciap qllai, Clm

34! h tapzhlmal}p mh lh} }cgiht

}fagt `hl}al} gl cl wc &Ngoqta

30', Taoctmiapp) paoeal}c}ghl gp

da`heglo ehta `heehl,4:33 4:3:

Zthia hn Glmg~gmqci Ma`gpghl%ecbatp ,,,,,,, 1?! ,,,,,,,,,,,,,,, =7!&a,o,) ]g}ia) Zatphlc) a}`,'

Lhla ,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,, 34! ,,,,,,,,,,,,,,, 36!

@hezclw @fctc}atgp}g`p ,,,,,,,,,,,,,,,,,,,,,,,,,,,,13!

,,,,,,,,,,,,,,,1:!

&a,o,) Pg{a) Glmqp}tw) a}`,'

P}coa gl }fa Dqwglo @wìa,,,,,,,,,,,,,,,,,,,,,,,,,, 07! ,,,,,,,,,,,,,,, 04!&ht Pciap Nqllai'

@hl}al} Paoeal}c}ghl


Ectba}atp ctada`heglo ehta

phzfgp}g`c}am)gl`tacpgloi

paoeal}glo dcpamhl }fa zthnia h }fa

ma`gpghl ecbat,


15/17

31

Ztc@}g@aPhNDaP}gl@icPP

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wg}f }fa dqglo `ìa) clm fc~a ehta pqzzht} h }hz ava`q}g~ap,

C pqdpa} h tapzhlmal}p }h hqt pqt~a &=:!' gmal}gnam }fagt hwl `hl}al} ectba}glo cp aa`}g~a ht ~at aa`}g~a &manlam cp cl

clpwat h = ht 1 hl c p`cia h 3 }h 1' `hezctam }h }fc} h }fagt `heza}g}htp, _a wata gl}atap}am gl nlmglo hq} wfa}fat }fgp pai%

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Ectba}atp wata cpbam }h tc}a fhw aa`}g~a }fa }fhqof} }fagt htoclg{c}ghlp qpa hn hl}al} ectba}glo wcpcp hezctam }h }fa heza}g}ghl, Tapzhlmal}p hqim }fal tc}a }faepai~ap hl c p`cia hn 3 &iacp} aa`}g~a' }h1 &ehp} aa`}g~a', ]fgp pa`}ghl hezctap pain%tc}am aa`}g~a &tc}glo hn = ht 1' }h iapp aa`}g~a &tc}glo hn 3 ht 4'

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Ngoqta 3? D4D @hl}al} Ectba}glo; 4:34 Dal`fectbp) Dqmoa}p clm ]talmp
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17/17

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B2B Content Marketing: 2012 Benchmarks & Trends

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