Study: 70% of content marketers use social media distribution

Boston—The majority of companies using content marketing rely on social media to distribute that information, according to a report from Unisphere Research, a division of Information Today, and sponsored by Skyword, a provider of a content production platform.

According to the report, “Content Marketing Gets Social: 2013 Survey on Content Marketing Trends,” 71% of respondents reported publishing content to their websites and then promoting it socially, 21% did not use social media, and 8% did not know or were unsure.

Those using social media were most likely to use Facebook (84%), followed by Twitter (79%) and LinkedIn (64%); they reported that the highest level of engagement came from Facebook (55%), Twitter (45%) and LinkedIn (39%).

Socially promoted content leads targets to the company website (89% of respondents), while 44% of marketers drive traffic to a company blog.

Less than one-quarter of respondents (23%) reported outsourcing any aspect of social media marketing. Fifty-seven percent reported that the portion of their marketing budget allocated to social media marketing was less than 5% or nothing at all.

Conducted in August, the email survey garnered 217 respondents from among the readership base of Information Today’s CRM and EContent magazines.