A study from Demand Gen Report (DGR) found that B2B marketers put 24% of their spending toward earned media, and 25% toward paid media. Owned media accounts for 32%.
The study, sponsored by Cision, an earned media software provider, was based on a survey of 169 respondents from a variety of business sectors.
B2B marketers have relatively clear objectives for the use of earned media. Fully 89% of those polled said they relied on earned tactics to drive brand awareness, making it the most commonly named goal.
DGR found that creating "share-worthy" content was the most highly prioritized tactic for improving earned media effectiveness. That was followed by optimizing social channels, generating case studies/success stories, regularly sending press releases and, finally, testimonials.