A new whitepaper, B2B Marketing: Why Content is the New Creative, reveals that business-to-business marketers see content as their overall marketing initiatives.

The number of CMOs who believe content marketing is the future of marketing has nearly doubled in the past five years, according to the whitepaper B2B Marketing: Why Content is the New Creative from DeSantis Breindel. The whitepaper indicates that B2B marketers are increasingly turning to content marketing.

Content marketing is defined as delivering information to market a business and establish brand authority rather than simply crafting ad copy. DeSantis and Breindel point to research indicating that 90 percent of B2B marketers use this type of content marketing to promote their products and services.

This supports earlier reports from Brafton that content marketing is becoming a competitive necessity in the business-to-business sector. Additionally, we've reported that B2B marketers are increasingly turning to journalists to help them write engaging content.

The more successful businesses use multiple approaches to content marketing, including blogs, social media marketing and newsletters, according to the whitepaper. Additionally, the self described “effective” B2B marketers invest more heavily in content creation.

Investing in content creation should be a priority among B2B and B2C businesses. As Brafton has reported, marketers who invest in researched content produce up to triple the leads of those who didn't allocate as many resources to content production.

Katherine Griwert is Brafton's Marketing Director. She's practiced content marketing, SEO and social marketing for over five years, and her enthusiasm for new media has even deeper roots. Katherine holds a degree in American Studies from Boston College, and her writing is featured in a number of web publications.