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B2B Software Content Marketing: 2013 Benchmarks, Budgets and Trends
 

B2B Software Content Marketing: 2013 Benchmarks, Budgets and Trends

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    B2B Software Content Marketing: 2013 Benchmarks, Budgets and Trends B2B Software Content Marketing: 2013 Benchmarks, Budgets and Trends Presentation Transcript

    • B2B Software Content Marketing:2013 Benchmarks, Budgets, and Trends – North America
    • FOREWORDHello Software Marketers!Welcome to B2B Software Content Marketing: 2013 Benchmarks, Budgets, and Trends–North America.When we recently surveyed 1,416 business-to-business (B2B) marketers from North America (United States and Canada) representing afull range of industries, we found that in many ways, software companies have adopted content marketing with more gusto than their B2Bpeers overall.* For instance, 99% of software marketers use content marketing, they use more content marketing tactics than their peers,and they use those tactics with greater frequency, indicating their willingness to try different things.Here are some other key findings: On average, software marketers allocate 29% of their total budget to content marketing. 53% say they will increase their content marketing budget over the next 12 months. Software marketers cite lead generation as their top goal and put more emphasis on thought leadership than other B2B marketers do.Like their B2B peers overall, software marketers are challenged with effectiveness: just 38% believe they are effective at content marketing.However, they are no less challenged with lack of budget and executive buy-in than their B2B peers overall – and yet they have the highestadoption rate of content marketing – which indicates that software marketers are especially resourceful. Over time, we expect theirconfidence in their effectiveness to grow with more experience.On with the content marketing revolution… Joe Pulizzi Founder Content Marketing Institute*See page 19 for study demographics. 2
    • OVERVIEW99% of software marketers use content marketing. Percentage of Software Marketers Using Content Marketing 1%do not use content marketing 99% use content marketing 2013 B2B Software Content Marketing Trends—North America: Content Marketing Institute/International Data Group 3
    • CONTENT MARKETING BY TACTICSoftware marketers use an average of14 content marketing tactics.Number of Tactics Software Marketers Use 20+ Tactics 13% 16-19 Tactics 21% 13-15 Tactics 23%  Software marketers use more tactics 10-12 Tactics 22% than their B2B peers, who use an average of 12. 5-9 Tactics 15% 1-4 Tactics 3% Average: 14 0 10 20 30 40 2013 B2B Software Content Marketing Trends—North America: Content Marketing Institute/International Data Group 4
    • CONTENT MARKETING BY TACTICContent Marketing Among Software Marketers100 (by Tactic) 93%  Social media (other than blogs) is 88% 87% 86%85% the most popular tactic among 83% 82%80 80% 79% software marketers (93%) and their 72% B2B peers (87%).  Software marketers use all but one of 60%60 the top 15 tactics shown here more 51% often than their B2B peers. The 47% 45% exception is “articles on your website,” 40 which 83% of both groups report using. 36% 34% 33% 32% 29% 29% 28% 28% Social Media–Other than Blogs Licensed/Syndicated Content 23%22% Articles on Other Websites 10% Articles on Your Website Branded Content Tools20 16% Webinars/ Webcasts Games/Gamification Virtual Conferences Research Reports Digital Magazines Print Newsletters In-person Events Print Magazines Annual Reports Mobile Content White Papers eNewsletters Case Studies Infographics Mobile Apps Microsites Podcasts eBooks Videos Books Blogs 0 2013 B2B Software Content Marketing Trends—North America: Content Marketing Institute/International Data Group 5
    • TACTIC EFFECTIVENESS Confidence Gap Effectiveness Ratings of Tactics Among Software Marketers  While B2B marketers overall consider Believe It’s Effective Believe It’s Less Effective in-person events to be the most effective 71% Webinars/Webcasts 29% content marketing tactic (67%), software marketers say they get better results with 65% Case Studies 35% webinars than their peers do (71% vs. 61%). 65% White Papers 35% 63% In-person Events 37%  Software marketers consider these tactics less effective than their B2B peers do: videos 63% Research Reports 37% (50% vs. 58%), social media (39% vs. 49%), 60% eBooks 40% and articles on other websites (36% vs. 50%). 58% Blogs 42%  Software marketers consider these tactics 57% Microsites 43% more effective than their B2B peers do: white 54% eNewsletters 46% papers (65% vs. 57%), research reports (63% 53% Articles on Your Website 47% vs. 57%), ebooks (60% vs. 55%), and 51% Videos 49% microsites (57% vs. 50%). 100 90 80 70 60 50 40 30 20 10 10 20 30 40 50 60 70 80 90 100 2013 B2B Software Content Marketing Trends—North America: Content Marketing Institute/International Data Group 6
    • SOCIAL MEDIA USAGE Percentage of Software Marketers Who Use Various Social Media Platforms to Distribute Content Twitter 89%  Software marketers, like their B2B LinkedIn 87% peers, use an average of five social media platforms to distribute content. Facebook 82% YouTube 69%  Software marketers use these Google+ 33% platforms more often than their B2B peers do: Twitter (89% vs. 80%), SlideShare 29% LinkedIn (87% vs. 83%), Facebook Pinterest 21% (82% vs. 80%), YouTube (69% vs. 61%), 16% Vimeo and SlideShare (29% vs. 23%). 7% Quora  Software marketers use these 6% Flickr platforms less often than their 6% Instagram B2B peers do: Google+ (33% vs. 39%) 6% StumbleUpon and Pinterest (21% vs. 26%). 3% Foursquare 3% Tumblr 0 20 40 60 80 100 2013 B2B Software Content Marketing Trends—North America: Content Marketing Institute/International Data Group 7
    • ORGANIZATIONAL GOALS FOR CONTENT MARKETINGSoftware marketers cite lead generation as theirtop goal for content marketing. Organizational Goals for Content Marketing  The following goals are more (Software Companies) important to software marketers than they are to their B2B peers: Lead Generation 82%  Lead generation (82% vs. 71%) Brand Awareness 80%  Thought leadership (79% vs. 64%) Thought Leadership 79%  Lead management/nurturing Customer Acquisition 78% (66% vs. 45%) Lead Management/Nurturing 66% Website Traffic 64%  Thought leadership is an important goal even for software marketers Engagement 63% who rate themselves as least effective Customer Retention/Loyalty 58% at content marketing, with 82% of that Sales 50% group citing it as a top goal. 0 10 20 30 40 50 60 70 80 90 100 2013 B2B Software Content Marketing Trends—North America: Content Marketing Institute/International Data Group 8
    • MEASUREMENT CRITERIA FOR CONTENT MARKETING SUCCESSSoftware marketers most often use sales lead qualityto measure content marketing success. Measurement Criteria for Content Marketing Success (Software Companies) Sales Lead Quality 69% Website Traffic 63% Sales Lead Quantity 60% Social Media Sharing 45%  Software marketers most often use SEO Ranking 43% sales lead quality to measure success, Inbound Links 42% whereas their B2B peers most often Direct Sales 37% use website traffic. Time Spent on Website 36% Qualitative Feedback from Customers 36% Benchmark Lift of Company Awareness 23% Benchmark Lift of Product/Service Awareness 21% Increased Customer Loyalty 20% Cross-selling 9% Cost Savings 4% 0 10 20 30 40 50 60 70 80 90 100 2013 B2B Software Content Marketing Trends—North America Content Marketing Institute/International Data Group 9
    • BUDGETMore than half of software marketers plan to increase theircontent marketing budget over the next 12 months (2012-2013). Content Marketing Spending Among Software Marketers (Over Next 12 Months) Decrease Unsure 2%  53% of software marketers say they 10% will increase their content marketing spending. Remain the Increase  The spending patterns shown here Same 46% closely resemble the patterns of B2B 34% marketers overall. Significantly Increase 7% 2013 B2B Software Content Marketing Trends—North America: Content Marketing Institute/International Data Group 10
    • BUDGETOn average, software marketers allocate 29% of theirbudget to content marketing. Percentage of Marketing Budget Spent on Content Marketing (Software Companies) 100% 1% 75-99% 5% 50-74% 7%  Software marketers allocate slightly 25-49% 18% less of their marketing budgets for content marketing (29%) than their 10-24% 21% B2B peers (33%) do. 5-9% 8% 1-4% 10% 0% 2% Did Not Answer/Unsure 27% Average: 29% 0 10 20 30 40 50 60 2013 B2B Software Content Marketing Trends—North America: Content Marketing Institute/International Data Group 11
    • INSOURCING VS. OUTSOURCING54% of software marketers outsource content creation. Insourcing vs. Outsourcing of Content Creation (Software Companies) In-House Only 45%  Software marketers outsource content creation more frequently than Outsourced Only 0% their B2B peers (43%) do. Both 54% 0 10 20 30 40 50 60 70 2013 B2B Software Content Marketing Trends—North America: Content Marketing Institute/International Data Group 12
    • SEGMENTATIONNearly all software marketers segment their content. How Software Marketers  94% of software marketers tailor their Tailor Content content in at least one way, compared with 91% of B2B marketers overall. Profile of Individual Decision Makers 67%  Software marketers are more likely Company Characteristics 59% than their B2B peers to tailor content by profile of individual decision Stage in the Buying Cycle 56% maker (67% vs. 59%), company Personalized Content Preferences 13% characteristics (59% vs. 52%), and stage in the buying cycle (56% vs. 42%). None 6%  Software marketers are less likely than Other 4% their B2B peers to tailor content by personalized content preferences 0 10 20 30 40 50 60 70 80 (13% vs. 23%). 2013 B2B Software Content Marketing Trends—North America: Content Marketing Institute/International Data Group 13
    • CONTENT MARKETING CHALLENGESProducing enough content is the top challenge facedby software marketers. Challenges that Software Content Marketers Face Producing Enough Content 69%  Software marketers are slightly more Producing the Kind of Content that Engages 58% challenged with producing enough Producing a Variety of Content 47% content (69% vs. 64%) and producing the kind of content that engages Lack of Budget 38% (58% vs. 52%) than their B2B peers are. 36% Lack of Integration Across Marketing Inability to Measure Content Effectiveness 32%  Lack of integration across marketing is a particular area of challenge for Lack of Buy-in/Vision 28% software marketers, when compared Lack of Knowledge, Training, and Resources 25% with their B2B peers (36% vs. 25%). Finding Trained Content Marketing Professionals 13% 0 10 20 30 40 50 60 70 80 90 100 2013 B2B Software Content Marketing Trends—North America: Content Marketing Institute/International Data Group 14
    • CONTENT MARKETING CHALLENGES Biggest Content Marketing Challenge for Software Marketers Producing Enough Content 34% Producing the Kind of Content that Engages 19% Lack of Budget 10%  Like their B2B peers, the two biggest challenges software marketers face Lack of Buy-in/Vision 9% are producing enough content and Inability to Measure Content Effectiveness 6% producing the kind of content that engages. Lack of Integration Across Marketing 6% Lack of Knowledge, Training, and Resources 6% Producing a Variety of Content 2% Finding Trained Content Marketing Professionals 1% 0 10 20 30 40 50 60 2013 B2B Software Content Marketing Trends—North America: Content Marketing Institute/International Data Group 15
    • OVERALL EFFECTIVENESSJust 38% of software marketers believe they areeffective at content marketing. How Software Marketers Rate the Effectiveness of Their Organization’s Use of Content Marketing 5 Very Effective 5%  Slightly more software marketers 4 33% (38%) rate their organizations as effective at content marketing, 3 45% when compared with their B2B 2 13% peers (36%) overall. 1 Not At All Effective 3% 0 10 20 30 40 50 60 70 80 90 100 2013 B2B Software Content Marketing Trends—North America: Content Marketing Institute/International Data Group 16
    • OVERALL EFFECTIVENESSProfile of a best-in-class B2B content marketer. Comparison of Most Effective Software Content Marketers with Least Effective Software Content Marketers Most Effective Overall/Average Least Effective Percentage of marketing budget allocated to content marketing 37% 29% 13% Average number of tactics used 16 14 10 Average number of social platforms used 5 5 4 Plan to increase content marketing spend in the next year 54% 53% 42% Tailor content to profile of decision maker 87% 67% 35% Challenged with producing engaging content 40% 58% 77% Challenged with producing enough content 65% 69% 85% 2013 B2B Software Content Marketing Trends—North America: Content Marketing Institute/International Data Group “Most Effective” = Respondents who rated their organization’s use of content marketing as 4 or 5 in terms of effectiveness (on a scale of 1 to 5, with 5 being “Very Effective”) “Least Effective” = Respondents who rated their organization’s use of content marketing as 1 or 2 in terms of effectiveness (on a scale of 1 to 5, with 1 being “Not at all Effective”) 17
    • OVERALL EFFECTIVENESSProfile of a best-in-class B2B content marketer. Like their best-in-class B2B peers, the most effective software marketers:  Allocate a greater percentage of their marketing budget to content marketing  Use more content marketing tactics  Use more social media platforms to deliver content  Tailor content to specific profiles/personas much more frequently  Are far less challenged with producing engaging content  Are less challenged with producing enough content 18
    • DEMOGRAPHICSB2B Software Content Marketing: 2013 Benchmarks, Budgets, and Trends–North America was produced byContent Marketing Institute and sponsored by International Data Group (IDG).This report is based on the responses of 165 software marketers who were part of a larger business-to-business (B2B) North America (United States and Canada) survey, from which the overall comparisons in thisreport were drawn (for more information, see B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends—North America). The electronic survey was mailed to a sample of B2B marketers from among subscribers ofMarketingProfs and Content Marketing Institute in August 2012. A total of 1,416 B2B marketers from NorthAmerica responded, representing a full range of industries (advertising/marketing, software, consulting,manufacturing, healthcare, finance, and others), functional areas, and company sizes. Special thanks toMarketingProfs for their participation in the overall B2B North American comparisons used in this report.Industry Classification, Software Size of Company, Software Job Title/Function, Software (by Employees) General Other Management 2% 4% Micro Sales/Business (Fewer than Management 10 Employees) 6% Large Software Design/ (1000+ Employees) 7% Content Creation/Management Development/Distribution 22% 7% Small 100% Corporate (10-99 Employees) Management/Owner Marketing/Advertising/ 10% Communications/PR Midsize (100-999 40% 59% Employees) Marketing Administration/Support 31% 12% 2013 B2B Software Content Marketing Trends—North America: Content Marketing Institute/International Data Group 19
    • About the Content Marketing Institute:The Content Marketing Institute (CMI) is the leading global content marketingeducation and training organization. CMI teaches enterprise brands how to View additional content marketingattract and retain customers through compelling, multi-channel storytelling. research at the CMI website. For more insights on content marketing in theCMI’s Content Marketing World event is the largest content marketing-focused software industry, register for theevent. CMI also produces the quarterly magazine Chief Content Officer, and Content Marketing World Tech Summitprovides strategic consulting and content marketing research for some of the being held September 12, 2013 in Cleveland.best-known brands in the world. Get more content marketing resources atContentMarketingInstitute.com. CMI is a division of Z Squared Media,a 2012 Inc. 500 company. View all content marketing research from CMI.About International Data Group (IDG):IDG is the leading technology media, events, and research company reaching more than 280 million technology buyers in97 countries.IDG Enterprise’s media brands include Computerworld®, InfoWorld®, Network World®, CIO®, CSO®, ITworld®, CFOworld, andCITEworld. IDG’s Consumer & SMB brands are Macworld®, PCWorld®, and TechHiveTM. This media network spans businesstechnology, consumer technology, digital entertainment, and video games. The IDG TechNetwork represents more than550 independent websites in an ad network and exchange.With expertise in digital branding, lead generation, and social media marketing, IDG Global Solutions deliversmultinational programs to influence technology vendor prospects.IDG also produces more than 700 technology and entertainment conferences and events worldwide. 20