B2B Content Marketing Trends 2013

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Content marketing is going mainstream in 2013. B2B marketers are increasingly using content marketing tactics to engage B2B buyers with compelling content to educate, inform, entertain and guide them …

Content marketing is going mainstream in 2013. B2B marketers are increasingly using content marketing tactics to engage B2B buyers with compelling content to educate, inform, entertain and guide them along their buying journey. But what’s behind the buzz and growing popularity of content marketing? Download the new B2B Content Marketing Report to find out.

Top-5 Content Marketing Trends in 2013:

1 - Content marketing is going mainstream and is becoming more sophisticated to help marketers generate more leads and enable thought leadership.
2 - The popularity of white papers as a content marketing format is declining relative to interactive, easily digestible formats such as video.
3 - More than 82 percent of B2B marketers are increasing their content production over the next 12 months.
4 - YouTube is gaining popularity as a social media platform to reach and engage B2B audiences – Facebook is losing ground.
5 - Marketing automation is on the rise. 61 percent of marketers use marketing automation platforms, up from 43 percent last year.

For more details and charts, please download the full report above.

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  • 1. 2013 survey results Sponsored by | Yesler | Software Shortlist | Maximizer CRM | Hanley Wood | Marketing Report Technology Marketing Group Partner
  • 2. B2B CONTENT MARKETING TRENDS | Read the 2013 survey results We would like to thank our sponsors for supporting the 2013 B2B Content Marketing Trends Report Spiceworks | www.spiceworks.com Called “the future of media” by Forbes, Spiceworks connects over 2.5 million IT professionals with 1,800 technology brands. An IT application, community and content all rolled into one, Spiceworks helps technology vendors reach IT pros as they’re managing their networks, collaborating with each other, and researching the products and services they’ll spend more than $450 billion on each year. Yesler | www.yesler.com Yesler is a B2B marketing agency that applies an integrated, end-to-end framework to the marketing challenges of technology companies so they can deliver predictable revenues, sustainable growth, and measurable results. We provide expertise in research and strategy, content marketing, marketing automation, sales enablement, customer engagement, and marketing analytics to make your marketing relevant and accountable - to your buyers, to your sales team, and to the bottom line. Software Shortlist | www.softwareshortlist.com Software Shortlist is a trusted independent third party that provides free information and services to software buyers to help them find relevant vendors. We believe innovative growing businesses are the heart & soul of economic progress, and good software helps businesses improve their performance. We don’t sell software. We don’t develop it. We don’t implement it. We focus solely on software selection. We provide a free shortlisting service for businesses, matching requirements with relevant vendors from an extensive & growing network. If you’re thinking about how software could improve your business, or you work with a software vendor, let’s talk. Maximizer Software | www.maximizer.com MaximizerSoftwaredeliversCustomerRelationshipManagement(CRM)softwaretomeettheneeds,budgetsandaccess requirements of entrepreneurs, medium and small businesses and divisions of large enterprises. Easily configurable for organizations in any industry, Maximizer CRM optimizes sales processes, enhances marketing initiatives, and, improves customer service to ultimately boost productivity and revenue. Hanley Wood | www.hanleywoodmarketing.com Today, more than ever, what enriches and sustains your audience connections and relationships is content. Value- adding information, interactions and experiences. Communications that inform, educate, even entertain. Hanley Wood Marketing (HWM) has nearly 30 years of experience supporting corporate marketers and communicators with content programs and services to reach and engage key audiences and accomplish big, measurable brand and business objectives. Attract customers and prospects into community and conversations. Keep sales funnels flowing. Empower sales reps and channel partners to be more efficient and effective. It’s all about strategic content. And we’re strategic content marketers at our core. 2 Sponsors
  • 3. B2B CONTENT MARKETING TRENDS | Read the 2013 survey results Content marketing is going mainstream in 2013. B2B marketers are increasingly using content marketing tactics to engage B2B buyers with compelling content to educate, inform, entertain and guide them along their buying journey. But what’s behind the buzz and growing popularity of content marketing? We conducted a survey with the 50,000+ member B2B Technology Marketing Community on LinkedIn to get answers to key questions like: • What’s working and what’s not? • Who is creating content and what are they creating? • How do you measure content marketing results? We received 815 responses and are excited to share the results with you. Thanks to everyone who participated in the survey! Group Owner, B2B Technology Marketing Community hhschulze@gmail.com | +1 302-383-5817 3 B2B buyer behavior has been changing dramatically over the last few years as buyers become more sophisticated, find new ways to gather information online and via social media. 90% of business buyers say when they’re ready to buy, they’ll find you. *DemandGen Reports Introduction Holger Schulze
  • 4. B2B CONTENT MARKETING TRENDS | Read the 2013 survey results SURVEY HIGHLIGHTS 4 Content marketing is going mainstream and is becoming more sophisticated to help marketers generate more leads and enable thought leadership. The popularity of white papers as a content marketing format is declining relative to interactive, easily digestible formats such as video. More than 82 percent of B2B marketers are increasing their content production over the next 12 months. YouTube is gaining popularity as a social media platform to reach and engage B2B audiences – Facebook is losing ground. Marketing automation is on the rise. 61 percent of marketers use marketing automation platforms, up from 43 percent last year. Top-5 Trends in Content Marketing 1 2 3 4 5
  • 5. B2B CONTENT MARKETING TRENDS | Read the 2013 survey results of Content Marketing?Q1 WHAT ARE THE GOALS Lead generation Thought leadership / market education Customer acquisition Brand awareness Lead nurturing Website traffic Customers loyalty / retention Social media engagement Channel enablement 0% 20% 40% 60% 80% 61% 49.9% 45.0% 41.0% 35.4% 27.8% 24.8% 13.1% 6.4% 71.3% The top-3 goals of content marketing: 1. Lead generation (71 percent) 2. Thought leadership & market education (50 percent) 3. Customer acquisition (45 percent) 5
  • 6. B2B CONTENT MARKETING TRENDS | Read the 2013 survey results Marketing Tactics & Formats?Q2HOW EFFECTIVE ARE CONTENT White papers on the other hand experienced the biggest drop in relative popularity - moving from the number 2 spot in last year’s survey down to number 6 today. The three least popular content formats are online games, printed books and podcasts. 6 Customer testimonials (89 percent) and case studies (88 percent) are the most effective content marketing tactics. Customer testimonials Case studies In-person events Online articles Videos White papers Product demos Webinars / webcasts Social media Research reports eNewsletters Blogging Slideware / presentations Analyst reports Press releases Infographics Polling / research Virtual / online events Microsites eBooks Mobile content Community management / threading Visual content (cartoons, memes) Print magazines Licensed / syndicated content Advertorials Branded apps Podcasts Printed books Games 0% 20% 40% 60% 80% 100% Effective Ineffective I don’t use it
  • 7. B2B CONTENT MARKETING TRENDS | Read the 2013 survey results elements of effective content?Q3WHAT ARE THE MOST IMPORTANT So what are the ingredients of successful content? Content success starts with audience relevance (71 percent), followed by engaging and compelling storytelling (56 percent) that triggers a specific response (56 percent). 7 Audience relevance Engaging and compelling storytelling Triggers a response / action Effectively delivers message Originality Re-usability Well-edited copy Custom content Written for SEO Easy to produce Low cost 0% 20% 40% 60% 80% 40.0% 55.7% 56.0% 24.0% 17.6% 15.7% 15.3% 15.1% 8.2% 6.3% 71%
  • 8. B2B CONTENT MARKETING TRENDS | Read the 2013 survey results media in delivering content?Q4HOW EFFECTIVE IS SOCIAL LinkedIn tops the list of the most effective social media platforms again with 85 percent (although this number is likely skewed considering the majority of survey respondents came from the B2B Technology Marketing Community on LinkedIn). The runner ups are YouTube (impressive 73 percent, up from 53 percent last year) and Twitter (65 percent, down from 70 percent last year). Facebook on the other hand is quickly losing popularity with B2B marketers as a social media platform to reach and engage B2B audiences (down to 39 percent from 54 percent last year). 8 LinkedIn YouTube Twitter SlideShare Facebook Custom developed communities Google + Vimeo Pinterest Flickr Tumblr Spiceworks Instagram Quora Foursquare StumbleUpon 0% 20% 40% 60% 80% 100% Effective Ineffective I don’t use it
  • 9. B2B CONTENT MARKETING TRENDS | Read the 2013 survey results generate content?Q5HOW DO YOU The vast majority of B2B marketers create content from scratch (93 percent). 9 Create content from scratch Curate or syndicate third party content Encourage user generated content License / re-use existing content 0% 20% 40% 60% 80% 100% 34.4% 30.0% 27.5% 93%
  • 10. B2B CONTENT MARKETING TRENDS | Read the 2013 survey results measure the success of your content?Q6WHAT METRICS DO YOU USE TO Web traffic is tied with views & downloads (both 63 percent) as the top metrics used by B2B marketers to measure the success of content marketing. The next most popular metric is sales opportunities (51 percent). 10 Web traffic / visits Views / downloads Sales opportunities Sales lead quality Sales lead quantity Sales / revenue Social media sharing Customer feedback Search engine rankings Search rankings Inbound links Share of conversation Don’t measure 0% 20% 40% 60% 80% 37.1% 46.1% 50.6% 51.2% 33.0% 32.8% 28.6% 21.6% 20.5% 16.0% 4.5% 63%
  • 11. B2B CONTENT MARKETING TRENDS | Read the 2013 survey results marketing strategy?Q7WHO DETERMINES CONTENT In most companies, Corporate marketing sets content strategy (58 percent), followed by Product marketing (38 percent), and the CEO / President / Owner (34 percent) in smaller companies that often don’t have a dedicated marketing department. 11 Corporate marketing Product marketing CEO / president / owner PR / communications Sales Demand generation Field marketing Product management External agency / consultant 0% 20% 40% 60% 38.1% 33.5% 24.7% 21.2% 17.2% 16.5% 15.4% 10.6% 58%
  • 12. B2B CONTENT MARKETING TRENDS | Read the 2013 survey results Q8WHO CREATES CONTENT? Corporate marketing is also the number one creator of content (56 percent), followed by product marketing (47 percent) and subject matter experts (43 percent). 12 Corporate marketing Product marketing Subject matter experts PR / communications External agency / consultant Product management CEO / president / owner Field marketing Sales Demand generation Nobody 0% 20% 40% 60% 38.7% 42.9% 46.9% 29.4% 24.0% 22.8% 18.6% 13.9% 13.3% 0.2% 56%
  • 13. B2B CONTENT MARKETING TRENDS | Read the 2013 survey results Q9 Content marketing is mostly done in-house. 13 0 10% 5% 0% 15% 20% 25% 10 20 30 40 50 60 70 80 90 100 Don’t know 24.5% 18.8% 12.6% 9.0% 8.8% 4.5% 4.3% 3.0% 3.6% 1.7% 1.3% 8.1% Percentage of content that is outsourced Responses creation do you outsource? WHAT PERCENTAGE OF CONTENT
  • 14. B2B CONTENT MARKETING TRENDS | Read the 2013 survey results marketers outsource?Q10What content do The most outsourced form of content are videos (31 percent) followed by white papers (30 percent) and research reports (27 percent). 14 Videos White papers Research reports Infographics Analyst reports Case studies Press releases Online articles Blogging Social media Webinars / webcasts Polling / research eBooks Microsites Customer testimonials Visual content (cartoons, memes) eNewsletters Licensed / syndicated content Mobile content Advertorials Virtual / online events Print magazines In-person events Slideware / presentations Branded apps Community management / threading Podcasts Product demos Games Printed books We don’t outsource any 0% 5% 10% 15% 20% 25% 30% 35% 29.3% 31% 27.0% 26.7% 26.3% 22.5% 20.8% 20.0% 19.6% 17.5% 17.3% 15.2% 14.7% 14.1% 13.7% 12.0% 11.8% 11.6% 10.7% 9.9% 9.5% 9.1% 9.1% 8.6% 8.4% 8.0% 7.4% 5.9% 5.7% 4.8% 4.6%
  • 15. B2B CONTENT MARKETING TRENDS | Read the 2013 survey results Q11 For 56 percent of companies, corporate marketing owns content marketing funds, followed by the CEO / President / Owner (35 percent) in smaller companies. Product marketing owns the content marketing budget in 24 percent of companies. 15 Corporate marketing CEO / president / owner Product marketing PR / communications Field marketing Demand generation Product management Sales External agency / consultant 0% 20% 40% 60% 34.5% 23.9% 15.3% 10.4% 8.2% 7.4% 3.8% 1.4% 56% marketing budget? WHO OWNS THE CONTENT
  • 16. B2B CONTENT MARKETING TRENDS | Read the 2013 survey results Q12 A plurality of companies allocates about 20 percent of marketing budget to content marketing. 16 0 10% 5% 0% 15% 20% 25% 10 30 40 50 60 70 80 90 100 Don’t know 20 2.9% 13.3% 15.2% 20.0% 8.7% 6.4% 3.9% 4.0% 3.7% 1.5% 0.6% 19.7% Percentage of budget allocated to content Responses budget is allocated to content marketing? WHAT PERCENTAGE OF MARKETING
  • 17. B2B CONTENT MARKETING TRENDS | Read the 2013 survey results Q13 More than 82 percent of marketers are increasing content production over the next 12 months, 32 percent of them significantly so. 17 percent of marketers expect volume to stay flat. Virtually no marketers expect content production to decline. 17 32.0% | Increases significally 49.8% | Increases 16.8% | Stays flat 1.4% | Decreases 0% | Decreases significally activity changing? HOW IS CONTENT PRODUCTION 82%
  • 18. B2B CONTENT MARKETING TRENDS | Read the 2013 survey results Q14 The number one content marketing challenge is having enough time and bandwidth to create content (55 percent), same as last year. The next biggest content marketing challenge is producing truly engaging content (49 percent) followed by producing enough content variety to serve the needs of marketing programs (39 percent). 18 Time / bandwidth to create content Producing truly engaging content Producing enough content variety Talent to produce content Getting content delivered to the right audiences Measuring results Lack of budget to produce content Creating segment-specific content No consistent content strategy Inability to measure content effectiveness Understanding buyer personas and decision stages Buyers don’t want to register to consume content Finding enough targeted contacts to offer the content to Lack of process and integration across marketing Poor content quality Finding domain experts Getting executive buy-in Buyers’ attention span too short Localizing content for international markets 0% 20% 40% 60% 49.2% 39.0% 35.3% 31.4% 27.6% 26.5% 26.5% 25.7% 25.5% 23.7% 17.8% 17.3% 14.7% 14.5% 14.3% 13.5% 12.9% 12.4% 55% content marketing challenges? WHAT ARE YOUR BIGGEST
  • 19. B2B CONTENT MARKETING TRENDS | Read the 2013 survey results Q15 The most popular dimension for segmenting content is product category (46 percent), followed by vertical (41 percent) and buyer persona (41 percent). The least popular segmentation dimension is company size with 15 percent. And 16 percent of marketers don’t systematically segment content at all (compared to 20 percent last year). 19 segment content? How do you 16.2% By product / service category By vertical By buyer persona By pain point By stage in buying cycle By company size We do not systematically segment content 0% 10% 20% 30% 40% 50% 28.9% 34.8% 14.8% 41.2% 41.4% 46%
  • 20. B2B CONTENT MARKETING TRENDS | Read the 2013 survey results Q16 What is a manageable number of unique segments, personas, and stages to produce marketing content for? 20 of B2B content marketing MANAGING THE COMPLEXITY We asked our B2B marketing community, and the magic number is …
  • 21. B2B CONTENT MARKETING TRENDS | Read the 2013 survey results Q17 The most popular buying stages defined by B2B marketers are problem awareness (42 percent), need recognition (35 percent) and purchase decision (29 percent). A whopping 30 percent of marketers don’t categorize content by buying stage. 21 you use to categorize content? WHAT BUYING STAGES DO Problem awareness Need recognition Purchase decision Vendor consideration Vendor evaluation / validation (demo/eval) Vendor and solution discovery Vendor selection Requirement definition Advocacy / loyalty Performance evaluation (post purchase) Procurement Priority shift We don’t categorize content by buying stage 0% 10% 20% 30% 40% 50% 26.6% 27.6% 28.9% 29.7% 34.8% 26.2% 23.0% 21.1% 16.2% 13.1% 10.1% 5.3% 42%
  • 22. B2B CONTENT MARKETING TRENDS | Read the 2013 survey results Q18 Adoption of marketing automation is on the rise as automation platforms mature. 37 percent of marketers use marketing automation to generate leads, 36 percent use it for lead nurturing. Only 39 percent of B2B marketers don’t use marketing automation at all – significantly down from 57 percent last year. 22 marketing automation INTEGRATION WITH We use marketing automation to generate leads We use mareting automation to nurture leads We actively create content to feed automated campaigns We use marketing automation to engage with customers We sporadically use content for marketing automation campaigns We don’t use marketing automation 0% 10% 20% 30% 40% 28.2% 36.1% 26.0% 15.1% 39.0% 37% 36.7%
  • 23. B2B CONTENT MARKETING TRENDS | Read the 2013 survey results The survey was completed by 815 marketers in June of 2013. Here is a detailed breakdown of the survey participant demographics. 23 SURVEY METHODOLOGY Advertising / marketing Software High tech Consulting Professional services Manufacturing Business services (Other) Internet / online services Telecommunication Publishing / media Financial services Healthcare / medical / pharma Government What industry is your company in? 0% 5% 10% 15% 20% 25% Owner / CEO / president VP Specialist Analyst Intern What is your job title? 0% 5% 10% 15% 20% 25% 30% Director Manager How many employees work at your company worldwide? 20.4% | 10-99 30.9% | Fewer than 10 18.3% | 100-999 11.9% | 1,000-10,000 10.4% | 10,000+ Sales Consultant Product management Operations What is your functional role in your company? 0% 20% 40% 60% 80% CEO / president / owner Marketing / advertising communications / PR Engineering
  • 24. B2B CONTENT MARKETING TRENDS | Read the 2013 survey results 24 THANK YOU Many thanks to everybody who participated in this survey. If you are interested in co-sponsoring upcoming surveys, or creating your own survey report based on the wisdom of the 50,000 member B2B marketing crowd in our B2B Technology Marketing Community, please contact Holger Schulze at hhschulze@gmail.com or +1 302-383-5817. About the B2B Technology Marketing Community on LinkedIn With over 50,000 members, the B2B Technology Marketing Community is the single largest LinkedIn group exclusively focused on B2B technology marketing topics. This group is ideal for marketing professionals in B2B high-tech industries to enable networking, sharing of ideas, best practices and opportunities Click to join the B2B Technology Marketing Community on LinkedIn Technology Marketing Group Partner Contact the Author Holger Schulze Group Owner, B2B Technology Marketing Community (LinkedIn) Email: hhschulze@gmail.com Phone: +1 302-383-5817