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Content Marketing in 2014. Facts and Figures.

In 2014, 93% of B2B marketers use content marketing, 44% of B2B marketers have a documented content strategy and 42% of B2B marketers said they were effective at content marketing. These are all achievements that demonstrate how content marketing can no longer be neglected, when it comes to fruitful marketing strategies.

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Content Marketing 
in 2014. A 
retrospective
Numbers 
h"p://goo.gl/63Psbl
Content marketing, a 
priority in 2014 
93% of B2B marketers use content 
marketing; 
44% of B2B marketers have a documented 
content strategy; 
42% of B2B marketers said they were 
effective at content marketing;
73% of B2B content marketers are producing more content 
than they did one year ago; 
79% of consultants reported offering content creation as a 
service (second only to analytics at 85%);
Content marketing was reported to have the highest year-over-year 
demand increase, with 71% of respondents reporting increased demand.
Challenges 
h"p://goo.gl/63Psbl

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Content Marketing in 2014. Facts and Figures.

  • 1. Content Marketing in 2014. A retrospective
  • 3. Content marketing, a priority in 2014 93% of B2B marketers use content marketing; 44% of B2B marketers have a documented content strategy; 42% of B2B marketers said they were effective at content marketing;
  • 4. 73% of B2B content marketers are producing more content than they did one year ago; 79% of consultants reported offering content creation as a service (second only to analytics at 85%);
  • 5. Content marketing was reported to have the highest year-over-year demand increase, with 71% of respondents reporting increased demand.
  • 7. lack of time (69%) producing enough content (58%) producing the kind of content that engages (55%) producing a variety of content (42%) inability to measure content effectiveness (40%)
  • 9. 51% of B2B marketers used infographics, versus 38% in 2013
  • 10. Blogs are deemed the most effective tactic Blogs are deemed the most effective tactic
  • 11. B2B marketers overall have rated in-person events as the most effective tactic they use.
  • 12. 1/3 of marketers will invest in CRM solutions that can track in-person interactions
  • 14. Effectiveness of social media LinkedIn – 82% Twitter – 66% YouTube – 64% Facebook – 41% SlideShare – 38%
  • 15. Twitter was rated the most confident social media platform. h"p://goo.gl/vGcyta
  • 16. Social media platforms that had the biggest usage increase SlideShare Google+ Instagram
  • 18. 64% of marketers have a dedicated content marketing budget 54 % of marketers reported monthly budgets of $500 or more.
  • 19. 51 % of the content marketing budget is owned by corporate marketing h"p://goo.gl/CkpSyU
  • 20. 52,41% marketers stated that about 25% of 2015 marketing budget is devoted to content h"p://goo.gl/SMq479
  • 21. Outsourced content h"p://goo.gl/Rx9BQl 57% of technology marketers outsource content creation
  • 22. Writing and design are the functions that technology marketers are most likely to outsource.
  • 23. Other oursourced content marketing formats: blogging analyst/research reports white papers
  • 24. 39% of marketers consider themselves at least somewhat successful at tracking content marketing ROI h"p://goo.gl/UgEdNn
  • 25. Tools
  • 26. Top 10 content marketing 1. Google trends 2. Google alerts 3. Google Insight for Search 4. G+ Trending 5. Reddit 6. Haro 7. Moz 8. Disqus 9. My blog guest 10. Topsy tools
  • 27. 55% of marketers rated videos as a ‘very effective’ social media post type. h"p://goo.gl/ZddxEr
  • 29. Frequency 22% multiple times per month; 20% multiple times per week; 18% weekly.
  • 30. LinkedIn was the social media platform content marketers used most often to distribute content. h"p://goo.gl/5ISx0D
  • 32. Direct sales have consistently gone down in importance as a measurement criterion h"p://goo.gl/tuJ0v7
  • 33. Top metrics for content marketing success website traffic (69%); view/downloads (59%); lead quantity (42%).
  • 35. Most B2B content marketers cite brand awareness as a goal (84%).
  • 36. Marketers cite lead generation as their second goal for content marketing (83%). Last, but not least, they cite engagement as their 2015 goal (81%).
  • 37. Important overall marketing goals return on investment (28,29%); traffic and audience growth (24,79%); lifetime customer value (21,30%); thought leadership (18,14%).
  • 38. 69% of marketers choose original content over licensed content. h"p://goo.gl/cgtN2W
  • 39. 57% of all companies have two or more people dedicated to content marketing.
  • 40. 74% of marketers believe that they could drive 2.5x more ROI, brand lift, or LTV if they had an expert content team. h"p://goo.gl/NjNj38
  • 41. Liked it? Follow us on Twiter: @IBeaglecat @Gghiciuc www.beaglecat.com
  • 42. Sources Sou slide 2 – B2B Content marketing Institute Research slide 3 – B2B Content marketing Institute Research - Moz Blog slide 4 – Moz Blog slide 6 – B2B Content Marketing Institute SlideShare Research slide 8 – B2B Content Marketing Institute Reseach slide 11- Content Marketing Trend of 2014 Reseach, by Linked In slide 13 – B2B Content Marketing Report slide 17 - B2B Content Marketing Report - Moz Blog slide 18 - B2B Content Marketing Report slide 19 - Study: 600 Marketers’ Fears, Goals, and Plans For 2015, by Contently slide 20 – B2B Content Marketing Institute SlideShare Research slide 22 - B2B Content Marketing Report slide 23 - B2B Content Marketing Report slide 25 – Moz Blog slide 26 -
  • 43. slide 26 - Content Marketing Trend of 2014 Reseach, by LinkedIn slide 28 - B2B Content Marketing Report slide 29 - B2B Content Marketing Institute SlideShare Research slide 32 - B2B Content Marketing Institute SlideShare Research - B2B Content Marketing Report slide 34 – 2015 Benchmarks, budgets and trends – North America, by Content Marketing Institute slide 35 - 2015 Benchmarks, budgets and trends – North America, by Content Marketing Institute slide 36 - Study: 600 Marketers’ Fears, Goals, and Plans For 2015, by Contently slide 37 - Study: 600 Marketers’ Fears, Goals, and Plans For 2015, by Contently slide 38 - Study: 600 Marketers’ Fears, Goals, and Plans For 2015, by Contently slide 39 - Study: 600 Marketers’ Fears, Goals, and Plans For 2015, by Contently