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

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Overview: The State of B2B Content Marketing IN NORTH AMERI CA
More. If one word could describe content marketing at the end of 2012, that would be it . According to the latest findings from the Content Marketing Institute and MarketingProfs, B2B marketers are spending more, using more tactics, and
distributing their content on more social networks than they have in years past. Unfortunately, there is also more uncertainty. B2B marketers are more uncertain whether they are using various content marketing tactics effectively.

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

  1. SponSored by
  2. Founder & Executive Director Chief Content Officer Content Marketing Institute MarketingProfs SponSored by 2
  3. Percentage of B2B Respondents Using Content Marketing 9% do not use content marketing 91% use content marketing 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs SponSored by3
  4. B2B marketers use an average of 12 contentmarketing tactics. Average Number of Tactics B2B Marketers Use 20+ Tactics 11% 16-19 Tactics 14% 13-15 Tactics 19% 10-12 Tactics 20% 5-9 Tactics 28% 1-4 Tactics 7% Average: 120 10 20 30 40 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs SponSored by 4
  5. 0 20 40 60 80 100 Social Media – Other than Blogs 87% Articles on Your Website5 83% eNewsletters Blogs 78% 77% Case Studies Videos Articles on Other Websites In-person Events 71% 70% 70% 69% White Papers Webinars/Webcasts 61% 59% Research Reports 44% Microsites Infographics 38 38 Branded Content Tools 40% % % 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs Mobile Content eBooks (by Tactic) 33% 32% Print Magazines Books 31% % Virtual Conferences 29 28% Podcasts Licensed/Syndicated Content 26% Mobile Apps Digital Magazines 27% 26% 25% B2B Content Marketing Usage Print Newsletters 24% Annual Reports 20% Games/Gamification 11% SponSored by
  6. The use of certain B2B content marketing tacticshas risen greatly. 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs SponSored by 6
  7. Confidence GapEffectiveness Ratings of Tactics Among B2B Users Believe It’s Effective Believe It’s Less Effective 67% In-person Events 33% 64% Case Studies 36% 61% Webinars/Webcasts 39% 59% Blogs 41% 58% Videos 42% 58% eNewsletters 42% 57% Research Reports 43% 57% White Papers 43% 55% eBooks 45% 53% Articles on Your Website 47% 50% Articles on Other Websites 50% 50% Microsites 50% 100 90 80 70 60 50 40 30 20 10 10 20 30 40 50 60 70 80 90 100 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs SponSored by 7
  8. More B2B marketers are using social media todistribute content. Percentage of B2B Marketers Using Social Media to Distribute Content 87% 74% 2012 2011 0 10 20 30 40 50 60 70 80 90 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs SponSored by 8
  9. B2B LinkedIn 83% 71% Twitter 80% 74% Facebook 80% 70% YouTube 61% 56% Google+ 39% 13% N/A Pinterest 26% 23% SlideShare 20% 12% Vimeo N/A 10% Flickr 10% 10% StumbleUpon N/A 8% Foursquare N/A 7% Instagram N/A 7% Tumblr N/A 2012 2011 6% Quora N/A 0 20 40 60 80 100 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs SponSored by9
  10. More B2B marketers are using content marketingto achieve organizational goals. Organizational Goals for B2B Content Marketing Brand Awareness 79% Customer Acquisition 74% Lead Generation 71% Customer Retention/Loyalty 64% Thought Leadership 64% Engagement 63% Website Traffic 60% Lead Management/Nurturing 45% Sales 43% 0 10 20 30 40 50 60 70 80 90 100 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs SponSored by 10
  11. Measurement Criteria forB2B Content Marketing Success Web Traffic 60% Sales Lead Quality 51% Social Media Sharing 45% Sales Lead Quantity 43% Direct Sales 41% Qualitative Feedback from Customers 41% SEO Ranking 41% Time Spent on Website 39% Inbound Links 35% Benchmark Lift of Company Awareness 26% Increased Customer Loyalty 24% Benchmark Lift of Product/Service Awareness 22% Cross-selling13% Cost Savings 5% 0 10 20 30 40 50 60 70 80 90 100 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs SponSored by 11
  12. More than half of B2B marketers plan to increase theircontent marketing budget over the next 12 months. B2B Content Marketing Spending (Over Next 12 Months) Unsure Significantly 10% Increase Decrease 9% 2% Remain the Increase Same 45% 34% 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs SponSored by 12
  13. 33% of B2B marketing budgets are now allocatedto content marketing. Total Marketing Budget Spent on B2B Content Marketing Micro (Fewer Than 10 Employees) 42% 34% Small (10-99 Employees) 31% 26% Midsize (100-999 Employees) 22% 23% Large (1000+ Employees) 24% 20% 2012 Overall 33% 2011 26% 0 10 20 30 40 50 60 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs SponSored by 13
  14. More companies are creating B2B marketingcontent in-house. Insourcing vs. Outsourcing of B2B Content Creation In-House Only 56% 38% Outsourced Only 1% 4% Both 43% 58% 2012 2011 0 10 20 30 40 50 60 70 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs SponSored by 14
  15. On average, 44% of companies outsourceB2B content creation. Percentage of Companies that Outsource B2B Content Creation Micro (Fewer Than 10 Employees) 33% 53% Small (10-99 Employees) 42% 60% Midsize (100-999 Employees) 53% 62% Large (1000+ Employees) 65% 74% Average 44% 58%0 10 20 30 40 50 60 70 80 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs 2012 2011 SponSored by 15
  16. Nearly all B2B marketers segment their content.How B2B Organizations Tailor Content Profile of Individual Decision Makers 59% 57% Company Characteristics 52% 51% Stage in the Buying Cycle 42% 39% Personalized Content Preferences 23% N/A None 8% 2012 12% 2011 0 10 20 30 40 50 60 70 80 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs SponSored by 16
  17. Producing enough content is now the #1 challengefaced by B2B content marketers. Challenges that B2B Content Marketers Face Producing Enough Content 64% Producing the Kind of Content that Engages 52% Producing a Variety of Content 45% Lack of Budget 39% Inability to Measure Content Effectiveness 33% Lack of Knowledge, Training, and Resources 26% Lack of Integration Across Marketing 25% Lack of Buy-in/Vision 22% Finding Trained Content Marketing Professionals 14% 0 10 20 30 40 50 60 70 80 90 100 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs SponSored by 17
  18. Biggest B2B Content Marketing Challenge Producing Enough Content 29% 20% Producing the Kind of Content that Engages18% 41% Lack of Budget 14% 18% Lack of Buy-in/Vision 7% 12% Lack of Knowledge, Training, and Resources 6% N/A Producing a Variety of Content 5% 7% Inability to Measure Content Effectiveness 5% N/A Lack of Integration Across Marketing 4% N/A Finding Trained Content Marketing Professionals 2% N/A 2012 20110 10 20 30 40 50 602013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs SponSored by 18
  19. How B2B Marketers Rate theEffectiveness of Their Organization’s Use of Content Marketing 5 Very Effective 6% 4 30% 3 45% 2 15% 1 Not At All Effective 2% 0 10 20 30 40 50 60 70 80 90 100 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs SponSored by 19
  20. Comparison of Most Effective B2B Content Marketers with Least Effective B2B Content Marketers Most Effective Overall/Average Least Effective Percentage of marketing budget allocated to content marketing 46% 33% 16% Average number of tactics used 14 12 8 Average number of social platforms used 6 5 3 Percentage that plans to increase content marketing spend next year 54% 54% 53% Tailor content to profile of decision maker 71% 59% 41% Challenged with producing engaging content 39% 52% 70% Challenged with lack of buy-in/vision from higher-ups 12% 22% 14% 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs SponSored by20
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  22. B2B Industry Classification Size of B2B Company B2B Job Title/Function (by Employees) Large (1000+ Employees) Other Advertising/ Midsize 5% Corporate Management/OwnerBanking/Accounting/ 22% Marketing 25% (100-999 31% Financial Employees) Micro 3% 17% (Fewer than 10 Employees) Advertising/Marketing Content Creation/Management Communications/PR Healthcare/Medical/ Consulting 39% 37% 7% Pharmaceutical 4% 12% Small e (10-99 Employees) Business 12% 28% Consultant Marketing Services (Other) Other 6% Administration/ 5% Manufacturing 3% Support 6% 6% Publishing/ Website/Technology Media Sales/Business Internet/Online Programmer Management 5% Services 1% General 6% Sales Management 5% Administration/ 5% Support 1% SPONSORED BY 22
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