Extended profile of David Sifry and Technorati
The wide-ranging study finds broader use and confidence in this burgeoning area, with 93% of respondents now using content marketing (up from 91% last year) and 42% finding their efforts effective (up from 36%).
Notably, while slightly fewer respondents overall rated blogs (62%) as effective, best-in-class B2B marketers rated them as their most effective tactic, exceeding in-person events (79% and 76%, respectively). By contrast, only 29% of the least-effective marketers rated blogs as effective, dragging down the overall average.
This year, respondents report using an average of 6 social media platforms, up from 5 in last year’s survey. Among those using social media sites to distribute content, a leading 91% use LinkedIn, ahead of Twitter (85%), Facebook (81%) and YouTube (73%). Google+ adoption continues to rapidly climb, with 55% now using the platform, up from 39% last year and 13% the year before that.
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