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B2B Enterprise Content Marketing: 2013 Benchmarks, Budgets, and Trends—North America

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Research shows that marketers from large companies (1,000 employees) use more content marketing tactics and outsource content creation more frequently than their peers do. Learn more about how ...

Research shows that marketers from large companies (1,000 employees) use more content marketing tactics and outsource content creation more frequently than their peers do. Learn more about how enterprise marketers approach content marketing.

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B2B Enterprise Content Marketing: 2013 Benchmarks, Budgets, and Trends—North America Presentation Transcript

  • 1. B2B Enterprise Content Marketing:2013 Benchmarks, Budgets, and Trends – North America
  • 2. FOREWORDHello Enterprise Marketers!Welcome to B2B Enterprise Content Marketing: 2013 Benchmarks, Budgets, and Trends—North America.When we recently surveyed 1,416 business-to-business (B2B) marketers from North America, we found that B2B enterprise marketers, whencompared with the entire sample: Use more content marketing tactics Outsource content creation more often Are more often challenged with lack of integration across marketing.There also are similarities. No matter what size their company: Approximately half of all B2B marketers plan to increase their content marketing budgets over the next 12 months Nearly all marketers segment their content in at least one way Just over 30% rate their organizations as effective at content marketing.Despite the struggle with effectiveness, marketers from companies of all sizes appear to believe that continued investment in contentmarketing will pay off: Approximately half of those who rate their organizations as least effective are planning to increase their contentmarketing spend by nearly as much as their more successful peers are.In this report, we take a closer look at how B2B enterprise marketers approach content marketing when compared with their B2B peersoverall.* We think you’ll find the results interesting.On with the content marketing revolution… Joe Pulizzi Founder Content Marketing Institute*See page 19 for study demographics. 2
  • 3. OVERVIEW95% of B2B enterprise marketers use content marketing. Percentage of B2B Enterprise Marketers Using Content Marketing 5%do not use content marketing 95% use content marketing 2013 B2B Enterprise Content Marketing Trends—North America: Content Marketing Institute/Marketo 3
  • 4. CONTENT MARKETING BY TACTICB2B enterprise marketers use an average of16 content marketing tactics. Number of Tactics B2B Enterprise Marketers Use 20+ Tactics 21% 16-19 Tactics 27%  B2B enterprise marketers use more 13-15 Tactics 22% tactics than their B2B peers overall, 10-12 Tactics 12% who use an average of 12. 5-9 Tactics 11% 1-4 Tactics 1% Average: 16 0 10 20 30 40 2013 B2B Enterprise Content Marketing Trends—North America: Content Marketing Institute/Marketo 4
  • 5. CONTENT MARKETING BY TACTIC Content Marketing Usage Among100 B2B Enterprise Marketers (by Tactic)  B2B enterprise marketers use videos 87% 86% 85%84% 82% the most, whereas their B2B peers 79% 78% 78%80 overall use social media (other than 73% 70%69% blogs) the most (87%). 64%60 60%  B2B enterprise marketers use all of 51%49% these tactics more often than their 47% 46% B2B peers overall do. 44% 42% 42% 41%40 38% 35% 33% % 31 Social Media—Other than Blogs Licensed/Syndicated Content Articles on Other Websites 17% Articles on Your Website Branded Content Tools20 Games/Gamification Webinars/Webcasts Virtual Conferences Research Reports Digital Magazines Print Newsletters In-person Events Print Magazines Annual Reports Mobile Content White Papers eNewsletters Infographics Case Studies Mobile Apps Microsites Podcasts eBooks Videos Books Blogs 0 2013 B2B Enterprise Content Marketing Trends—North America: Content Marketing Institute/Marketo 5
  • 6. TACTIC EFFECTIVENESS Confidence Gap Effectiveness Ratings of Tactics Among B2B Enterprise Marketers Believe It’s Effective Believe It’s Less Effective 71% In-person Events 29% 70% Case Studies 30% 69% Research Reports 31%  Like their B2B peers overall (67%), B2B 65% Webinars/Webcasts 35% enterprise marketers consider in-person events to be the most effective content 63% White Papers 37% marketing tactic. 60% Videos 40% 59% Branded Content Tools 41% 55% Microsites 45% 52% Licensed/Syndicated Content 48% 50% eNewsletters 50% 100 90 80 70 60 50 40 30 20 10 10 20 30 40 50 60 70 80 90 100 2013 B2B Enterprise Content Marketing Trends—North America: Content Marketing Institute/Marketo 6
  • 7. SOCIAL MEDIA USAGE Percentage of B2B Enterprise Marketers Who Use Various Social Media Platforms to Distribute Content Facebook 80% Twitter 76% YouTube 74% LinkedIn 71%  B2B enterprise marketers use an Google+ 20% average of four social media platforms, whereas their B2B peers overall use an SlideShare 16% average of five. Pinterest 12% 6% Flickr  B2B enterprise marketers use 4% Instagram Facebook as often as their B2B peers overall do; however, they use Twitter 4% StumbleUpon (76% vs. 80%) and LinkedIn 4% Vimeo (71% vs. 83%) less often, and they 2% Foursquare use YouTube (74% vs. 61%) more often. 2% Quora 1% Tumblr 7% Other 0 20 40 60 80 100 2013 B2B Enterprise Content Marketing Trends—North America: Content Marketing Institute/Marketo 7
  • 8. ORGANIZATIONAL GOALSB2B enterprise marketers cite brand awarenessas their top goal for content marketing. Organizational Goals for Content Marketing  Brand awareness is the top goal for (B2B Enterprise Companies) B2B enterprise marketers and their B2B peers overall. Brand Awareness 84% Lead Generation 73%  B2B enterprise marketers (52%) put Customer Acquisition 69% more emphasis on lead management/ Customer Retention/Loyalty 69% nurturing than their B2B peers overall (45%) do; however, most of the other Engagement 68% goals cited here are similar for both Thought Leadership 68% groups. Website Traffic 58% Lead Management/Nurturing 52% Sales 45% 0 10 20 30 40 50 60 70 80 90 100 2013 B2B Enterprise Content Marketing Trends—North America: Content Marketing Institute/Marketo 8
  • 9. MEASUREMENT CRITERIAB2B enterprise marketers most often usewebsite traffic to measure content marketing success. Measurement Criteria for Content Marketing Success (B2B Enterprise Companies) Website Traffic 64% Sales Lead Quality 51% Sales Lead Quantity 48% Direct Sales 41%  Like their B2B peers overall (60%), Time Spent on Website 39% B2B enterprise marketers most often Qualitative Feedback from Customers 36% use website traffic to measure content SEO Ranking 34% marketing success. Social Media Sharing 33% Inbound Links 30% Benchmark Lift of Company Awareness 23% Benchmark Lift of Product/Service Awareness 23% Increased Customer Loyalty 21% Cross-selling15% Cost Savings 7% 0 10 20 30 40 50 60 70 80 90 100 2013 B2B Enterprise Content Marketing Trends—North America: Content Marketing Institute/Marketo 9
  • 10. BUDGET46% of B2B enterprise marketers plan to increase theircontent marketing budget over the next 12 months. Content Marketing Spending Among B2B Enterprise Marketers (Over Next 12 Months) Decrease Unsure 6% 11%  Fewer B2B enterprise marketers (46%) plan to increase their content Increase marketing budgets, when compared 40% with their B2B peers overall (54%). Remain the Same 37% Significantly Increase 6% 2013 B2B Enterprise Content Marketing Trends—North America: Content Marketing Institute/Marketo 10
  • 11. BUDGETOn average, B2B enterprise marketers allocate 24%of their budget to content marketing. Percentage of Marketing Budget Spent on B2B Content Marketing  B2B enterprise marketers who rate their companies as most effective at Enterprise (1,000+ Employees) 24% content marketing allocate more Midsize (100-999 Employees) 22% budget (33%) to content marketing Small (10-99 Employees) 31% than the average B2B enterprise marketer (24%); those who rate Micro (Fewer than 10 Employees) 42% their companies as least effective Overall 33% allocate just 16%. 0 10 20 30 40 50 60 2013 B2B Enterprise Content Marketing Trends—North America: Content Marketing Institute/Marketo 11
  • 12. INSOURCING VS. OUTSOURCING65% of B2B enterprise marketers outsourcecontent creation. Insourcing vs. Outsourcing of Content Creation (B2B Enterprise Companies) In-House Only 35%  B2B enterprise marketers (65%) outsource content creation more Outsourced Only 0% frequently than their B2B peers Both 65% overall (43%) do. 0 10 20 30 40 50 60 70 2013 B2B Enterprise Content Marketing Trends—North America: Content Marketing Institute/Marketo 12
  • 13. SEGMENTATIONNearly all B2B enterprise marketers segment their content. How B2B Enterprise Marketers Tailor Content Profile of Individual Decision Makers 57% Company Characteristics 51%  92% of B2B enterprise marketers Stage in the Buying Cycle 50% tailor their content in at least one way, compared with 91% of their Personalized Content Preferences 19% B2B peers overall. None 8% Other 8% 0 10 20 30 40 50 60 70 80 2013 B2B Enterprise Content Marketing Trends—North America: Content Marketing Institute/Marketo 13
  • 14. CONTENT MARKETING CHALLENGESProducing the kind of content that engages is thetop challenge faced by B2B enterprise marketers. Challenges that B2B Enterprise Content Marketers Face Producing the Kind of Content that Engages 58% 58% Lack of Integration Across Marketing  B2B enterprise marketers (53%) Producing Enough Content 53% are less challenged with producing Lack of Budget 48% enough content than their B2B peers overall (64%) are; however, they are Producing a Variety of Content 45% more challenged in nearly all other Inability to Measure Content Effectiveness 42% areas shown here, especially with Lack of Buy-in/Vision 38% lack of integration across marketing (58% vs. 25%). Lack of Knowledge, Training, and Resources 38% Finding Trained Content Marketing Professionals 22% 0 10 20 30 40 50 60 70 80 90 100 2013 B2B Enterprise Content Marketing Trends—North America: Content Marketing Institute/Marketo 14
  • 15. CONTENT MARKETING CHALLENGES Biggest Content Marketing Challenge for B2B Enterprise Marketers Producing the Kind of Content that Engages 20%  Producing the kind of content that Producing Enough Content 17% engages is the biggest challenge for Lack of Integration Across Marketing 13% B2B enterprise marketers (20%), Lack of Budget 12% whereas producing enough content is the biggest challenge for their Lack of Buy-in/Vision 9% B2B peers overall (29%). Lack of Knowledge, Training, and Resources 8%  Three-times more B2B enterprise Inability to Measure Content Effectiveness 6% marketers (13%) say lack of Producing a Variety of Content 6% integration across marketing is Finding Trained Content Marketing Professionals 3% their biggest challenge, when compared with their B2B peers 0 10 20 30 40 50 60 70 80 90 100 overall (4%). 2013 B2B Enterprise Content Marketing Trends—North America: Content Marketing Institute/Marketo 15
  • 16. OVERALL EFFECTIVENESSJust 32% of B2B enterprise marketers believethey are effective at content marketing. How B2B Enterprise Marketers Rate the Effectiveness of Their Organization’s Use of Content Marketing 5 Very Effective 4% 4 28%  B2B enterprise marketers and their B2B peers overall rate their 3 51% organizations fairly similar in terms of content marketing effectiveness. 2 13% 1 Not At All Effective 2% 0 10 20 30 40 50 60 70 80 90 100 2013 B2B Enterprise Content Marketing Trends—North America: Content Marketing Institute/Marketo 16
  • 17. OVERALL EFFECTIVENESSProfile of a best-in-class B2B enterprise marketer. Comparison of Most Effective B2B Enterprise Content Marketers with Least Effective B2B Enterprise Content Marketers Most Effective Overall/Average Least Effective Percentage of marketing budget allocated to content marketing 33% 24% 16% Average number of tactics used 17 16 12 Average number of social platforms used 4 4 3 Plan to increase content marketing spend over the next year 47% 46% 47% Tailor content to profile of decision maker 71% 57% 25% Challenged with producing engaging content 44% 58% 78% Challenged with producing enough content 52% 53% 72% 2013 B2B Enterprise Content Marketing Trends—North America: Content Marketing Institute/Marketo 17
  • 18. OVERALL EFFECTIVENESSProfile of a best-in-class B2B enterprise content marketer. The most effective B2B enterprise marketers:  Allocate a greater percentage of their marketing budget to content marketing  Use more content marketing tactics  Tailor content to specific profiles/personas much more frequently  Are far less challenged with producing engaging content 18
  • 19. DEMOGRAPHICSB2B Enterprise Content Marketing: 2013 Benchmarks, Budgets, and Trends—North America was produced byContent Marketing Institute and sponsored by Marketo.This report is based on the responses of 216 enterprise (1,000+ employees) marketers who were part of alarger business-to-business (B2B) North America (United States and Canada) survey, from which the overallcomparisons in this report 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 fromamong subscribers of MarketingProfs and Content Marketing Institute in August 2012. A total of 1,416 B2Bmarketers from North America responded, representing a full range of industries (advertising/marketing,software, consulting, manufacturing, healthcare, finance, and others), functional areas, and company sizes.Special thanks to MarketingProfs for their participation in the overall B2B comparisons used in this report.Industry Classification, B2B Enterprise Job Title/Function, B2B Enterprise Consulting Sales Corporate Administration/Support Management/Owner 2% 2% 2% Manufacturing Size of Company, B2B Enterprise Sales/Business Management Other (by Employees) 23% 16% 4% Other 5% Software Design/ General Development/Distribution ManagementPublishing/ 4% 6% Media 4% 16% Content Creation/Management Insurance 4% 9% 10,000 or more 9% Marketing/Advertising/ Business 5% 1,000-4,999 39% Marketing Communications/PR Services (Other) Healthcare/Medical/ 46% Administration/Support 62%Computer & Peripheral 6% 6% 7% Pharmaceutical 9% Equipment Advertising/ Telecommunications Marketing Banking/ Accounting/Financial 5,000-9,999 15% 2013 B2B Enterprise Content Marketing Trends—North America: Content Marketing Institute/Marketo 19
  • 20. About the Content Marketing Institute:The Content Marketing Institute (CMI) is the leading global View additional content marketingcontent marketing education and training organization. CMI research at the CMI website. For moreteaches enterprise brands how to attract and retain customers insights on content marketing in the software industry, register for thethrough compelling, multi-channel storytelling. CMI’s Content Content Marketing World Tech Summit being held September 12, 2013 in Cleveland.Marketing World event is the largest content marketing-focusedevent. CMI also produces the quarterly magazine Chief ContentOfficer, and provides strategic consulting and content marketing research for some of the best-knownbrands in the world. Get more content marketing resources at ContentMarketingInstitute.com. CMI is adivision of Z Squared Media, a 2012 Inc. 500 company.About Marketo: Marketing Software. Easy, Powerful, Complete.Marketo® uniquely provides an easy-to-use, powerful, and complete marketing software platform thatpropels fast-growing small companies and global enterprises alike. Marketo marketing automation andsales effectiveness software streamlines marketing processes, delivers more campaigns, generates morewin-ready leads, and improves sales performance. With proven technology, comprehensive services, andexpert guidance, Marketo helps thousands of companies around the world turn marketing from a costcenter into a revenue driver. Learn how Marketo’s enterprise-ready marketing software helps companiesworldwide prove and improve the ROI of their marketing efforts.Marketo and the Marketo logo are trademarks of Marketo, Inc. All other trademarks are the property of their respective owners. 20