Nearly all B2B marketers use some form of content marketing and more than half expect to be "very" or "fully" engaged in the practice in 2014, according to a survey from BtoB magazine. Brand awareness, thought leadership and engagement were cited as the key objectives of content-marketing efforts. "It allows us to tell a deeper, richer story, to have a conversation in meaningful ways that people aren't expecting," said Barbara Basney, vice president of global advertising at Xerox.

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