content marketing goals

Content marketing accounts for a growing portion of B2B marketers’ 2012 plans. Used by 90% of B2B marketers, more than one out every four marketing dollars goes to content marketing and 60% of marketers plan to increase their content marketing budget next year according to Content Marketing Institute and MarketingProfs research. Given content marketing’s cost effectiveness and targetability, this isn’t surprising. For marketers, the challenge is proving their case. This column  examines the goals marketers set for content marketing and the metrics they use to measure them. [Charts included]