Study: LinkedIn Leads in B2B Marketing for the First Time


social networksLinkedIn is now the most commonly used social network among B2B content marketers, according to a report from the Content Marketing Institute.

According to the report, 83 percent of B2B content marketers used LinkedIn to distribute it, while 80 percent use Twitter and Facebook. More than 90 percent of B2B marketers generate content as part of their strategy, the report says.

LinkedIn has pried second place away from Facebook over the three-year period since CMI began conducting its studies. In 2010, Twitter and Facebook were also in a statistical dead heat, with 55 and 54 percent of marketers polled using them, respectively. Just over half used LinkedIn that year. In 2011, 74 percent used Twitter and 70 percent used Facebook, with LinkedIn in the middle. Now it sits atop both.

Google+ is making a serious play for B2B marketing, too, according to B2B social marketing expert Zachary Reiss-Davis, an analyst with Forrester Research. Usage of the social network jumped from 13 percent in 2011 to 39 percent in 2012. Google’s YouTube is also a contender, with just over 60 percent of the marketers polled turning to it.

The data also charts a dramatic rise in the number of B2B content marketers who use social networks to distribute their material: A full third began using social media in just three years.

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