For brick-and-mortar businesses, location may be everything. But online, content is king. Many customers researching products online want information not just about the products or services themselves, but also on how to solve problems or reach goals related to those offerings. As a result, marketers have begun to increase their focus on online content generation. HiveFire's "B2B Marketing Trends 2011 Survey" polled 366 marketers to determine the common challenges, preferred tactics, and emerging opportunities facing content marketers and content curators as they shift some of their attention from traditional marketing tactics to content marketing.

Content marketing refers to the creation and publication of original content to enhance brand visibility; content curation is the process of finding, organizing, and sharing online content. According to the survey, content marketing leads in popularity among marketing tactics, with 82 percent of respondents now implementing content marketing. This is followed by search marketing (70 percent), events (68 percent), and public relations (64 percent). Traditional methods like print, television, and radio advertising lag, with only 32 percent of respondents implementing such tactics.