SlideShare a Scribd company logo
1 of 23
Download to read offline
SponSored by
2
SponSored by
	
		
	
		
	 		
		
Chief Content Officer
MarketingProfs
Founder & Executive Director
Content Marketing Institute
3
SponSored by
Percentage of B2B Respondents
Using Content Marketing
91%
use content
marketing
9%
do not
use content
marketing
2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
4
SponSored by
B2B marketers use an average of 12 content
marketing tactics.
	
		
		
		
		
		
AverageNumberof Tactics
B2B Marketers Use
11%
14%
19%
28%
0 10 20 30 40
7%
20+Tactics
16-19Tactics
13-15Tactics
20%
10-12Tactics
5-9Tactics
1-4Tactics Average: 12
2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
5
SponSored by
B2B Content Marketing Usage
(by Tactic)
0
20
40
60
80
100
Social
Media
–
Other
than
Blogs
Articles
on
Your
Website
eNewsletters
Blogs
Case
Studies
Videos
Articles
on
Other
Websites
In-person
Events
White
Papers
Webinars/Webcasts
Research
Reports
Microsites
Infographics
Branded
Content
Tools
Mobile
Content
eBooks
Print
Magazines
Books
Virtual
Conferences
Podcasts
Mobile
Apps
Digital
Magazines
Print
Newsletters
Annual
Reports
Licensed/Syndicated
Content
Games/Gamification
87%
83%
77%
78%
70%70%
69%
61%
59%
44%
40%
38% 38%
33%
32%
31%
29%
28%
27%
26%
26%
25%
24%
20%
11%
71%
	
		
		
	
		 			
		
2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
6
SponSored by
	
	
	
	
2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
The use of certain B2B content marketing tactics
has risen greatly.
7
SponSored by
Confidence Gap
Effectiveness Ratings of Tactics Among B2B Users
67% 33%
36%
39%
41%
42%
42%
43%
43%
45%
47%
50%
50%
64%
61%
59%
58%
58%
57%
57%
55%
53%
50%
50%
BelieveIt’sEffective BelieveIt’sLessEffective
100 90 80 70 60 50 40 30 20 10 10 20 30 40 50 60 70 80 90 100
In-personEvents
CaseStudies
Webinars/Webcasts
Blogs
Videos
eNewsletters
ResearchReports
WhitePapers
eBooks
Microsites
ArticlesonYourWebsite
ArticlesonOtherWebsites
	 		
	
	
	 	
	
	
	
	 	
	
2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
8
SponSored by
Percentage of B2B Marketers Using
Social Media to DistributeContent
2012 2011
0 10 20 30 40 50 60 70 80 90
87%
74%
More B2B marketers are using social media to
distribute content.
2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
9
SponSored by
0 20 40 60 80 100
83%
71%
74%
70%
56%
13%
20%
10%
80%
80%
61%
39%
26%
N/A
N/A
N/A
N/A
N/A
N/A
N/A
12%
23%
10%
10%
8%
7%
7%
6%
LinkedIn
Twitter
Facebook
YouTube
Google+
Pinterest
SlideShare
Vimeo
Flickr
StumbleUpon
Foursquare
Instagram
Tumblr
Quora
B2B
2012 2011
	 		
	
	
	 	
	
	
	
2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
10
SponSored by
Organizational Goals for
B2B Content Marketing
79%
74%
71%
64%
64%
63%
60%
45%
43%
BrandAwareness
CustomerAcquisition
LeadGeneration
CustomerRetention/Loyalty
ThoughtLeadership
Engagement
WebsiteTraffic
Sales
Lead Management/Nurturing
10
0 20 30 40 50 60 70 80 90 100
	
	
	
	
	 		
	 	
	
More B2B marketers are using content marketing
to achieve organizational goals.
2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
11
SponSored by
MeasurementCriteria for
B2B Content Marketing Success
51%
45%
43%
41%
41%
41%
39%
35%
26%
24%
22%
13%
5%
60%
10
0 20 30 40 50 60 70 80 90 100
WebTraffic
SalesLeadQuality
SocialMediaSharing
SalesLead Quantity
DirectSales
SEORanking
InboundLinks
Cross-selling
CostSavings
BenchmarkLiftofCompanyAwareness
IncreasedCustomerLoyalty
BenchmarkLiftofProduct/ServiceAwareness
Time Spenton Website
Qualitative Feedback from Customers
	
	
	
	
		
	
	
2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
12
SponSored by
B2B Content MarketingSpending
(Over Next 12 Months)
9%
45%
Significantly
Increase
Decrease
34%
Remainthe
Same
2%
Unsure
10%
Increase
More than half of B2B marketers plan to increase their
content marketing budget over the next 12 months.
	
		
2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
13
SponSored by
Total Marketing Budget Spent
onB2BContentMarketing
42%
34%
26%
23%
20%
31%
2012
2011
22%
24%
0 10 20 30 40 50 60
Micro(FewerThan10Employees)
Small(10-99Employees)
26%
33%
Overall
Midsize(100-999Employees)
Large(1000+Employees)
	
	
	
	
	
	 		
	
2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
33% of B2B marketing budgets are now allocated
to content marketing.
14
SponSored by
Insourcing vs. Outsourcing
of B2B Content Creation
56%
38%
4%
58%
1%
2012
2011
43%
0 10 20 30 40 50 60 70
In-HouseOnly
OutsourcedOnly
Both
More companies are creating B2B marketing
content in-house.
	
	
	
	
	 		
	
2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
15
SponSored by
Percentage of Companies that
Outsource B2B Content Creation
33%
53%
60%
62%
74%
42%
2012
2011
53%
65%
0 10 20 30 40 50 60 70 80
Micro(FewerThan10Employees)
Small(10-99Employees)
58%
44%
Average
Midsize(100-999Employees)
Large(1000+Employees)
	
	
	
2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
On average, 44% of companies outsource
B2B content creation.
16
SponSored by
How B2B Organizations Tailor Content
59%
57%
51%
39%
12%
52%
2012
2011
42%
0 10 20 30 40 50 60 70 80
ProfileofIndividualDecisionMakers
CompanyCharacteristics
8%
None
StageintheBuyingCycle
N/A
23%
PersonalizedContentPreferences
Nearly all B2B marketers segment their content.
	
	 	
	
2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
17
SponSored by
Challengesthat
B2B Content Marketers Face
64%
52%
14%
ProducingEnoughContent
ProducingtheKindofContentthatEngages
39%
LackofBudget
22%
LackofBuy-in/Vision
26%
LackofKnowledge,Training,andResources
45%
ProducingaVarietyofContent
33%
InabilitytoMeasureContentEffectiveness
FindingTrainedContentMarketingProfessionals
25%
LackofIntegrationAcrossMarketing
10
0 20 30 40 50 60 70 80 90 100
Producing enough content is now the #1 challenge
faced by B2B content marketers.
	 		
	 	
	
2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
18
SponSored by
Biggest B2B
Content Marketing Challenge
29%
20%
41%
18%
12%
18%
2012 2011
14%
7%
0 10 20 30 40 50 60
ProducingEnoughContent
ProducingtheKindofContentthatEngages
N/A
N/A
6%
LackofKnowledge,Training,andResources
LackofBudget
LackofBuy-in/Vision
7%
5%
ProducingaVarietyofContent
5%
InabilitytoMeasureContentEffectiveness
N/A
4%
LackofIntegrationAcrossMarketing
N/A
2%
FindingTrainedContentMarketingProfessionals
	 	
	 	
	
	
	
	
	
	
	
	
2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
19
SponSored by
How B2B Marketers Rate the
Effectiveness of Their Organization’s
Use of Content Marketing
6%
30%
45%
15%
2%
Very Effective
Not At All Effective
10
0 20 30 40 50 60 70 80 90 100
5
4
3
2
1
	
	
	
	 	
	
2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
20
SponSored by
Comparison of Most Effective B2B ContentMarketers
with Least Effective B2B ContentMarketers
Percentageofmarketingbudget
allocatedtocontentmarketing
Averagenumberoftacticsused
Averagenumberof
socialplatformsused
Percentagethatplanstoincrease
contentmarketingspendnextyear
Tailorcontenttoprofileof
decisionmaker
Challengedwithproducing
engagingcontent
Challengedwithlackofbuy-in/vision
fromhigher-ups
MostEffective Overall/Average LeastEffective
46% 33% 16%
14 12 8
6 5 3
54% 54% 53%
71% 59% 41%
39% 52% 70%
12% 22% 14%
2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
21
SponSored by
22
SPONSORED BY
B2B Industry Classification
Advertising/
Marketing
25%
Other
22%
Consulting
e
Manufacturing
Internet/Online
Services
Publishing/
Media
12%
12%
6%
6%
5%
5%
4%
3%
Business
Services (Other)
Healthcare/Medical/
Pharmaceutical
Banking/Accounting/
Financial
Size of B2B Company
(by Employees)
Micro
(Fewer than
10 Employees)
39%
Small
(10-99 Employees)
28%
Midsize
(100-999
Employees)
Large
(1000+ Employees)
17%
5%
B2B Job Title/Function
Advertising/Marketing
Communications/PR
37%
Corporate
Management/Owner
Content
Creation/Management
31%
7%
Other
3%
Marketing
Administration/
Support
6%
Sales
Administration/
Support
1%
Website/Technology
Programmer
1%
6%
5%
Consultant
Sales/Business
Management
5%
General
Management
23
SponSored by
 

More Related Content

What's hot

Digital Marketing Proposal
Digital Marketing ProposalDigital Marketing Proposal
Digital Marketing ProposalDebojyoti Ghosh
 
Social Media Marketing Agency White Label Program - Vulpine Interactive
Social Media Marketing Agency White Label Program - Vulpine InteractiveSocial Media Marketing Agency White Label Program - Vulpine Interactive
Social Media Marketing Agency White Label Program - Vulpine InteractiveDerric Haynie
 
Digital Marketing Proposal - Understanding Digital Marketing
Digital Marketing Proposal - Understanding Digital Marketing Digital Marketing Proposal - Understanding Digital Marketing
Digital Marketing Proposal - Understanding Digital Marketing Infidirect
 
Go-to-market strategy for tech startups
Go-to-market strategy for tech startupsGo-to-market strategy for tech startups
Go-to-market strategy for tech startupsSovita Chander
 
Tips for twitter marketing digital-marketing-paathshala
Tips for twitter marketing  digital-marketing-paathshalaTips for twitter marketing  digital-marketing-paathshala
Tips for twitter marketing digital-marketing-paathshalaSimplilearn
 
Digital Marketing Strategy for Cedars Sinai
Digital Marketing Strategy for Cedars Sinai Digital Marketing Strategy for Cedars Sinai
Digital Marketing Strategy for Cedars Sinai Knowcrunch
 
Think Digital Vietnam - Digital Marketing Agency Credential
Think Digital Vietnam - Digital Marketing Agency CredentialThink Digital Vietnam - Digital Marketing Agency Credential
Think Digital Vietnam - Digital Marketing Agency CredentialThink Digital Vietnam
 
Digital Marketing Strategy
Digital Marketing StrategyDigital Marketing Strategy
Digital Marketing StrategyMaged Elsakka
 
Influencer Marketing’s Growth Rate In One Infographic
Influencer Marketing’s Growth Rate In One InfographicInfluencer Marketing’s Growth Rate In One Infographic
Influencer Marketing’s Growth Rate In One InfographicInfluencer Marketing Hub
 
Plan of digital marketing campaign
Plan of digital marketing campaignPlan of digital marketing campaign
Plan of digital marketing campaignBizinventive
 
Webloft agency credentials
Webloft agency credentialsWebloft agency credentials
Webloft agency credentialsWebloft Concepts
 
Building Digital -First sales experiences for Enterprise Sellers
Building Digital -First sales experiences for Enterprise SellersBuilding Digital -First sales experiences for Enterprise Sellers
Building Digital -First sales experiences for Enterprise SellersDemandbase
 
Digital Marketing Strategy 101
Digital Marketing Strategy 101Digital Marketing Strategy 101
Digital Marketing Strategy 101David Zuckerman
 
Digital Marketing Best Practices Guide
Digital Marketing Best Practices GuideDigital Marketing Best Practices Guide
Digital Marketing Best Practices GuideDemand Metric
 
Basic digital marketing plan- Sample
Basic digital marketing plan- SampleBasic digital marketing plan- Sample
Basic digital marketing plan- SampleVikas Sharma
 

What's hot (20)

Digital Marketing Proposal
Digital Marketing ProposalDigital Marketing Proposal
Digital Marketing Proposal
 
Social Media Marketing Agency White Label Program - Vulpine Interactive
Social Media Marketing Agency White Label Program - Vulpine InteractiveSocial Media Marketing Agency White Label Program - Vulpine Interactive
Social Media Marketing Agency White Label Program - Vulpine Interactive
 
B2B marketing
B2B marketing B2B marketing
B2B marketing
 
Digital Marketing Proposal - Understanding Digital Marketing
Digital Marketing Proposal - Understanding Digital Marketing Digital Marketing Proposal - Understanding Digital Marketing
Digital Marketing Proposal - Understanding Digital Marketing
 
Go-to-market strategy for tech startups
Go-to-market strategy for tech startupsGo-to-market strategy for tech startups
Go-to-market strategy for tech startups
 
Tips for twitter marketing digital-marketing-paathshala
Tips for twitter marketing  digital-marketing-paathshalaTips for twitter marketing  digital-marketing-paathshala
Tips for twitter marketing digital-marketing-paathshala
 
Digital Marketing Strategy for Cedars Sinai
Digital Marketing Strategy for Cedars Sinai Digital Marketing Strategy for Cedars Sinai
Digital Marketing Strategy for Cedars Sinai
 
Partner / Channel Enablement
Partner / Channel EnablementPartner / Channel Enablement
Partner / Channel Enablement
 
Think Digital Vietnam - Digital Marketing Agency Credential
Think Digital Vietnam - Digital Marketing Agency CredentialThink Digital Vietnam - Digital Marketing Agency Credential
Think Digital Vietnam - Digital Marketing Agency Credential
 
Digital Marketing Strategy
Digital Marketing StrategyDigital Marketing Strategy
Digital Marketing Strategy
 
Influencer Marketing’s Growth Rate In One Infographic
Influencer Marketing’s Growth Rate In One InfographicInfluencer Marketing’s Growth Rate In One Infographic
Influencer Marketing’s Growth Rate In One Infographic
 
Plan of digital marketing campaign
Plan of digital marketing campaignPlan of digital marketing campaign
Plan of digital marketing campaign
 
Webloft agency credentials
Webloft agency credentialsWebloft agency credentials
Webloft agency credentials
 
Building Digital -First sales experiences for Enterprise Sellers
Building Digital -First sales experiences for Enterprise SellersBuilding Digital -First sales experiences for Enterprise Sellers
Building Digital -First sales experiences for Enterprise Sellers
 
Digital Marketing 101
Digital Marketing 101Digital Marketing 101
Digital Marketing 101
 
Digital Marketing Strategy 101
Digital Marketing Strategy 101Digital Marketing Strategy 101
Digital Marketing Strategy 101
 
Group 2 Digital Marketing Plan final
Group 2   Digital Marketing Plan finalGroup 2   Digital Marketing Plan final
Group 2 Digital Marketing Plan final
 
Digital Marketing Best Practices Guide
Digital Marketing Best Practices GuideDigital Marketing Best Practices Guide
Digital Marketing Best Practices Guide
 
Basic digital marketing plan- Sample
Basic digital marketing plan- SampleBasic digital marketing plan- Sample
Basic digital marketing plan- Sample
 
Hype agency deck
Hype   agency deckHype   agency deck
Hype agency deck
 

Similar to B2B Content Marketing Benchmark Report

Brightcove Whitepaper - B2B Content Marketing 2012
Brightcove Whitepaper -  B2B Content Marketing 2012Brightcove Whitepaper -  B2B Content Marketing 2012
Brightcove Whitepaper - B2B Content Marketing 2012M. Kıvanç Önder
 
2013 benchmarks budgets and trends- e briks infotech
2013 benchmarks budgets and trends- e briks infotech2013 benchmarks budgets and trends- e briks infotech
2013 benchmarks budgets and trends- e briks infotechebriksinfotech
 
B2B Content Marketing 2012
B2B Content Marketing 2012 B2B Content Marketing 2012
B2B Content Marketing 2012 C.Y Wong
 
2013 benchmarks budgets and trends– e briks infotech
2013 benchmarks budgets and trends– e briks infotech2013 benchmarks budgets and trends– e briks infotech
2013 benchmarks budgets and trends– e briks infotechsurbhi233
 
B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends—North America
B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends—North AmericaB2B Content Marketing: 2013 Benchmarks, Budgets, and Trends—North America
B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends—North AmericaMarketingProfs
 
Ieee 2013 sales presentation
Ieee 2013 sales presentationIeee 2013 sales presentation
Ieee 2013 sales presentationralphmonti
 
B2B Enterprise Content Marketing: 2013 Benchmarks, Budgets, and Trends—North ...
B2B Enterprise Content Marketing: 2013 Benchmarks, Budgets, and Trends—North ...B2B Enterprise Content Marketing: 2013 Benchmarks, Budgets, and Trends—North ...
B2B Enterprise Content Marketing: 2013 Benchmarks, Budgets, and Trends—North ...Content Marketing Institute
 
Small business content marketing
Small business content marketingSmall business content marketing
Small business content marketingPrayukth K V
 
B2C Content Marketing Trends Research 2014
B2C Content Marketing Trends Research 2014B2C Content Marketing Trends Research 2014
B2C Content Marketing Trends Research 2014Dung Tri
 
B2C Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America
B2C Content Marketing: 2014 Benchmarks, Budgets, and Trends—North AmericaB2C Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America
B2C Content Marketing: 2014 Benchmarks, Budgets, and Trends—North AmericaMarketingProfs
 
B2C Content Marketing 2014 Benchmarks, Budgets & Trends - North America by Co...
B2C Content Marketing 2014 Benchmarks, Budgets & Trends - North America by Co...B2C Content Marketing 2014 Benchmarks, Budgets & Trends - North America by Co...
B2C Content Marketing 2014 Benchmarks, Budgets & Trends - North America by Co...Content Marketing Institute
 
B2B Content Marketing 2014 Benchmarks, Budgets & Trends - North America by Co...
B2B Content Marketing 2014 Benchmarks, Budgets & Trends - North America by Co...B2B Content Marketing 2014 Benchmarks, Budgets & Trends - North America by Co...
B2B Content Marketing 2014 Benchmarks, Budgets & Trends - North America by Co...Quynh LE
 
B2B Content Marketing
B2B Content MarketingB2B Content Marketing
B2B Content MarketingAdRoll
 
B2B Small Business Content Marketing: 2014 Benchmarks, Budgets and Trends - N...
B2B Small Business Content Marketing: 2014 Benchmarks, Budgets and Trends - N...B2B Small Business Content Marketing: 2014 Benchmarks, Budgets and Trends - N...
B2B Small Business Content Marketing: 2014 Benchmarks, Budgets and Trends - N...Content Marketing Institute
 
2016 State of B2B Digital Marketing Report - Slides
2016 State of B2B Digital Marketing Report - Slides2016 State of B2B Digital Marketing Report - Slides
2016 State of B2B Digital Marketing Report - SlidesDemandWave
 
The 5 Habits of Top Performing Tech Marketers
The 5 Habits of Top Performing Tech MarketersThe 5 Habits of Top Performing Tech Marketers
The 5 Habits of Top Performing Tech MarketersDemandWave
 
B2B content-marketing-spotlight-report
B2B content-marketing-spotlight-reportB2B content-marketing-spotlight-report
B2B content-marketing-spotlight-reportLC TECH VIETNAM
 
B2B Content Marketing Spotlight Report
B2B Content Marketing Spotlight ReportB2B Content Marketing Spotlight Report
B2B Content Marketing Spotlight ReportAlexandre Pallota
 
B2B Content Marketing Report
B2B Content Marketing ReportB2B Content Marketing Report
B2B Content Marketing ReportHolger Schulze
 
2020 B2B Content Marketing Trends and Budgets
2020 B2B Content Marketing Trends and Budgets2020 B2B Content Marketing Trends and Budgets
2020 B2B Content Marketing Trends and BudgetsTheia Marketing
 

Similar to B2B Content Marketing Benchmark Report (20)

Brightcove Whitepaper - B2B Content Marketing 2012
Brightcove Whitepaper -  B2B Content Marketing 2012Brightcove Whitepaper -  B2B Content Marketing 2012
Brightcove Whitepaper - B2B Content Marketing 2012
 
2013 benchmarks budgets and trends- e briks infotech
2013 benchmarks budgets and trends- e briks infotech2013 benchmarks budgets and trends- e briks infotech
2013 benchmarks budgets and trends- e briks infotech
 
B2B Content Marketing 2012
B2B Content Marketing 2012 B2B Content Marketing 2012
B2B Content Marketing 2012
 
2013 benchmarks budgets and trends– e briks infotech
2013 benchmarks budgets and trends– e briks infotech2013 benchmarks budgets and trends– e briks infotech
2013 benchmarks budgets and trends– e briks infotech
 
B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends—North America
B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends—North AmericaB2B Content Marketing: 2013 Benchmarks, Budgets, and Trends—North America
B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends—North America
 
Ieee 2013 sales presentation
Ieee 2013 sales presentationIeee 2013 sales presentation
Ieee 2013 sales presentation
 
B2B Enterprise Content Marketing: 2013 Benchmarks, Budgets, and Trends—North ...
B2B Enterprise Content Marketing: 2013 Benchmarks, Budgets, and Trends—North ...B2B Enterprise Content Marketing: 2013 Benchmarks, Budgets, and Trends—North ...
B2B Enterprise Content Marketing: 2013 Benchmarks, Budgets, and Trends—North ...
 
Small business content marketing
Small business content marketingSmall business content marketing
Small business content marketing
 
B2C Content Marketing Trends Research 2014
B2C Content Marketing Trends Research 2014B2C Content Marketing Trends Research 2014
B2C Content Marketing Trends Research 2014
 
B2C Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America
B2C Content Marketing: 2014 Benchmarks, Budgets, and Trends—North AmericaB2C Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America
B2C Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America
 
B2C Content Marketing 2014 Benchmarks, Budgets & Trends - North America by Co...
B2C Content Marketing 2014 Benchmarks, Budgets & Trends - North America by Co...B2C Content Marketing 2014 Benchmarks, Budgets & Trends - North America by Co...
B2C Content Marketing 2014 Benchmarks, Budgets & Trends - North America by Co...
 
B2B Content Marketing 2014 Benchmarks, Budgets & Trends - North America by Co...
B2B Content Marketing 2014 Benchmarks, Budgets & Trends - North America by Co...B2B Content Marketing 2014 Benchmarks, Budgets & Trends - North America by Co...
B2B Content Marketing 2014 Benchmarks, Budgets & Trends - North America by Co...
 
B2B Content Marketing
B2B Content MarketingB2B Content Marketing
B2B Content Marketing
 
B2B Small Business Content Marketing: 2014 Benchmarks, Budgets and Trends - N...
B2B Small Business Content Marketing: 2014 Benchmarks, Budgets and Trends - N...B2B Small Business Content Marketing: 2014 Benchmarks, Budgets and Trends - N...
B2B Small Business Content Marketing: 2014 Benchmarks, Budgets and Trends - N...
 
2016 State of B2B Digital Marketing Report - Slides
2016 State of B2B Digital Marketing Report - Slides2016 State of B2B Digital Marketing Report - Slides
2016 State of B2B Digital Marketing Report - Slides
 
The 5 Habits of Top Performing Tech Marketers
The 5 Habits of Top Performing Tech MarketersThe 5 Habits of Top Performing Tech Marketers
The 5 Habits of Top Performing Tech Marketers
 
B2B content-marketing-spotlight-report
B2B content-marketing-spotlight-reportB2B content-marketing-spotlight-report
B2B content-marketing-spotlight-report
 
B2B Content Marketing Spotlight Report
B2B Content Marketing Spotlight ReportB2B Content Marketing Spotlight Report
B2B Content Marketing Spotlight Report
 
B2B Content Marketing Report
B2B Content Marketing ReportB2B Content Marketing Report
B2B Content Marketing Report
 
2020 B2B Content Marketing Trends and Budgets
2020 B2B Content Marketing Trends and Budgets2020 B2B Content Marketing Trends and Budgets
2020 B2B Content Marketing Trends and Budgets
 

More from Content Marketing Institute

2022 Content Marketing for Demand Generation Survey: Market Brief
2022 Content Marketing for Demand Generation Survey: Market Brief2022 Content Marketing for Demand Generation Survey: Market Brief
2022 Content Marketing for Demand Generation Survey: Market BriefContent Marketing Institute
 
Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2022
Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2022Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2022
Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2022Content Marketing Institute
 
Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2022
Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2022Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2022
Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2022Content Marketing Institute
 
12th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...
12th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...12th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...
12th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...Content Marketing Institute
 
Manufacturing Content Marketing: Benchmarks, Budgets, and Trends - Insights f...
Manufacturing Content Marketing: Benchmarks, Budgets, and Trends - Insights f...Manufacturing Content Marketing: Benchmarks, Budgets, and Trends - Insights f...
Manufacturing Content Marketing: Benchmarks, Budgets, and Trends - Insights f...Content Marketing Institute
 
Content Marketing Video & Visual Storytelling Survey
Content Marketing Video & Visual Storytelling SurveyContent Marketing Video & Visual Storytelling Survey
Content Marketing Video & Visual Storytelling SurveyContent Marketing Institute
 
12th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...
12th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...12th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...
12th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...Content Marketing Institute
 
Cooking Up Content with the Content Marketing Institute
Cooking Up Content with the Content Marketing InstituteCooking Up Content with the Content Marketing Institute
Cooking Up Content with the Content Marketing InstituteContent Marketing Institute
 
Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2021
Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2021Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2021
Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2021Content Marketing Institute
 
Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2021
Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2021Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2021
Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2021Content Marketing Institute
 
11th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...
11th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...11th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...
11th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...Content Marketing Institute
 
11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...
11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...
11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...Content Marketing Institute
 
Virtual Events - Sponsor and Exhibitor Checklist
Virtual Events - Sponsor and Exhibitor ChecklistVirtual Events - Sponsor and Exhibitor Checklist
Virtual Events - Sponsor and Exhibitor ChecklistContent Marketing Institute
 
Technology Content Marketing 2020: Benchmarks, Budgets, and Trends
Technology Content Marketing 2020: Benchmarks, Budgets, and TrendsTechnology Content Marketing 2020: Benchmarks, Budgets, and Trends
Technology Content Marketing 2020: Benchmarks, Budgets, and TrendsContent Marketing Institute
 
Manufacturing Content Marketing 2020 - Benchmarks, Budgets, and Trends
Manufacturing Content Marketing 2020 - Benchmarks, Budgets, and TrendsManufacturing Content Marketing 2020 - Benchmarks, Budgets, and Trends
Manufacturing Content Marketing 2020 - Benchmarks, Budgets, and TrendsContent Marketing Institute
 
2020 Content Marketing Benchmarks, Budgets, and Trends - North America
2020 Content Marketing Benchmarks, Budgets, and Trends - North America2020 Content Marketing Benchmarks, Budgets, and Trends - North America
2020 Content Marketing Benchmarks, Budgets, and Trends - North AmericaContent Marketing Institute
 
Survival Guide: How to Navigate the Wilds of Social Media for Content Marketing
Survival Guide: How to Navigate the Wilds of Social Media for Content MarketingSurvival Guide: How to Navigate the Wilds of Social Media for Content Marketing
Survival Guide: How to Navigate the Wilds of Social Media for Content MarketingContent Marketing Institute
 
B2C Content Marketing 2019 - Benchmarks, Budgets, and Trends
B2C Content Marketing 2019 - Benchmarks, Budgets, and TrendsB2C Content Marketing 2019 - Benchmarks, Budgets, and Trends
B2C Content Marketing 2019 - Benchmarks, Budgets, and TrendsContent Marketing Institute
 

More from Content Marketing Institute (20)

2022 Content Marketing for Demand Generation Survey: Market Brief
2022 Content Marketing for Demand Generation Survey: Market Brief2022 Content Marketing for Demand Generation Survey: Market Brief
2022 Content Marketing for Demand Generation Survey: Market Brief
 
Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2022
Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2022Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2022
Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2022
 
Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2022
Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2022Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2022
Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2022
 
12th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...
12th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...12th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...
12th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...
 
Manufacturing Content Marketing: Benchmarks, Budgets, and Trends - Insights f...
Manufacturing Content Marketing: Benchmarks, Budgets, and Trends - Insights f...Manufacturing Content Marketing: Benchmarks, Budgets, and Trends - Insights f...
Manufacturing Content Marketing: Benchmarks, Budgets, and Trends - Insights f...
 
Content Marketing Video & Visual Storytelling Survey
Content Marketing Video & Visual Storytelling SurveyContent Marketing Video & Visual Storytelling Survey
Content Marketing Video & Visual Storytelling Survey
 
12th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...
12th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...12th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...
12th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...
 
Cooking Up Content with the Content Marketing Institute
Cooking Up Content with the Content Marketing InstituteCooking Up Content with the Content Marketing Institute
Cooking Up Content with the Content Marketing Institute
 
2021 Content Management & Strategy Survey
2021 Content Management & Strategy Survey2021 Content Management & Strategy Survey
2021 Content Management & Strategy Survey
 
Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2021
Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2021Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2021
Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2021
 
Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2021
Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2021Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2021
Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2021
 
11th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...
11th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...11th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...
11th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...
 
CMWorld Bingo
CMWorld BingoCMWorld Bingo
CMWorld Bingo
 
11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...
11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...
11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...
 
Virtual Events - Sponsor and Exhibitor Checklist
Virtual Events - Sponsor and Exhibitor ChecklistVirtual Events - Sponsor and Exhibitor Checklist
Virtual Events - Sponsor and Exhibitor Checklist
 
Technology Content Marketing 2020: Benchmarks, Budgets, and Trends
Technology Content Marketing 2020: Benchmarks, Budgets, and TrendsTechnology Content Marketing 2020: Benchmarks, Budgets, and Trends
Technology Content Marketing 2020: Benchmarks, Budgets, and Trends
 
Manufacturing Content Marketing 2020 - Benchmarks, Budgets, and Trends
Manufacturing Content Marketing 2020 - Benchmarks, Budgets, and TrendsManufacturing Content Marketing 2020 - Benchmarks, Budgets, and Trends
Manufacturing Content Marketing 2020 - Benchmarks, Budgets, and Trends
 
2020 Content Marketing Benchmarks, Budgets, and Trends - North America
2020 Content Marketing Benchmarks, Budgets, and Trends - North America2020 Content Marketing Benchmarks, Budgets, and Trends - North America
2020 Content Marketing Benchmarks, Budgets, and Trends - North America
 
Survival Guide: How to Navigate the Wilds of Social Media for Content Marketing
Survival Guide: How to Navigate the Wilds of Social Media for Content MarketingSurvival Guide: How to Navigate the Wilds of Social Media for Content Marketing
Survival Guide: How to Navigate the Wilds of Social Media for Content Marketing
 
B2C Content Marketing 2019 - Benchmarks, Budgets, and Trends
B2C Content Marketing 2019 - Benchmarks, Budgets, and TrendsB2C Content Marketing 2019 - Benchmarks, Budgets, and Trends
B2C Content Marketing 2019 - Benchmarks, Budgets, and Trends
 

Recently uploaded

MEP Plans in Construction of Building and Industrial Projects 2024
MEP Plans in Construction of Building and Industrial Projects 2024MEP Plans in Construction of Building and Industrial Projects 2024
MEP Plans in Construction of Building and Industrial Projects 2024Chandresh Chudasama
 
Roman Kyslyi: Використання та побудова LLM агентів (UA)
Roman Kyslyi: Використання та побудова LLM агентів (UA)Roman Kyslyi: Використання та побудова LLM агентів (UA)
Roman Kyslyi: Використання та побудова LLM агентів (UA)Lviv Startup Club
 
5-Step Framework to Convert Any Business into a Wealth Generation Machine.pdf
5-Step Framework to Convert Any Business into a Wealth Generation Machine.pdf5-Step Framework to Convert Any Business into a Wealth Generation Machine.pdf
5-Step Framework to Convert Any Business into a Wealth Generation Machine.pdfSherl Simon
 
Paul Turovsky - Real Estate Professional
Paul Turovsky - Real Estate ProfessionalPaul Turovsky - Real Estate Professional
Paul Turovsky - Real Estate ProfessionalPaul Turovsky
 
Rakhi sets symbolizing the bond of love.pptx
Rakhi sets symbolizing the bond of love.pptxRakhi sets symbolizing the bond of love.pptx
Rakhi sets symbolizing the bond of love.pptxRakhi Bazaar
 
The McKinsey 7S Framework: A Holistic Approach to Harmonizing All Parts of th...
The McKinsey 7S Framework: A Holistic Approach to Harmonizing All Parts of th...The McKinsey 7S Framework: A Holistic Approach to Harmonizing All Parts of th...
The McKinsey 7S Framework: A Holistic Approach to Harmonizing All Parts of th...Operational Excellence Consulting
 
Fundamentals Welcome and Inclusive DEIB
Fundamentals Welcome and  Inclusive DEIBFundamentals Welcome and  Inclusive DEIB
Fundamentals Welcome and Inclusive DEIBGregory DeShields
 
Introducing the Analogic framework for business planning applications
Introducing the Analogic framework for business planning applicationsIntroducing the Analogic framework for business planning applications
Introducing the Analogic framework for business planning applicationsKnowledgeSeed
 
Darshan Hiranandani (Son of Niranjan Hiranandani).pdf
Darshan Hiranandani (Son of Niranjan Hiranandani).pdfDarshan Hiranandani (Son of Niranjan Hiranandani).pdf
Darshan Hiranandani (Son of Niranjan Hiranandani).pdfShashank Mehta
 
How to Conduct a Service Gap Analysis for Your Business
How to Conduct a Service Gap Analysis for Your BusinessHow to Conduct a Service Gap Analysis for Your Business
How to Conduct a Service Gap Analysis for Your BusinessHelp Desk Migration
 
Data Analytics Strategy Toolkit and Templates
Data Analytics Strategy Toolkit and TemplatesData Analytics Strategy Toolkit and Templates
Data Analytics Strategy Toolkit and TemplatesAurelien Domont, MBA
 
How To Simplify Your Scheduling with AI Calendarfly The Hassle-Free Online Bo...
How To Simplify Your Scheduling with AI Calendarfly The Hassle-Free Online Bo...How To Simplify Your Scheduling with AI Calendarfly The Hassle-Free Online Bo...
How To Simplify Your Scheduling with AI Calendarfly The Hassle-Free Online Bo...SOFTTECHHUB
 
Driving Business Impact for PMs with Jon Harmer
Driving Business Impact for PMs with Jon HarmerDriving Business Impact for PMs with Jon Harmer
Driving Business Impact for PMs with Jon HarmerAggregage
 
Go for Rakhi Bazaar and Pick the Latest Bhaiya Bhabhi Rakhi.pptx
Go for Rakhi Bazaar and Pick the Latest Bhaiya Bhabhi Rakhi.pptxGo for Rakhi Bazaar and Pick the Latest Bhaiya Bhabhi Rakhi.pptx
Go for Rakhi Bazaar and Pick the Latest Bhaiya Bhabhi Rakhi.pptxRakhi Bazaar
 
Exploring Elite Translation Services in Your Vicinity
Exploring Elite Translation Services in Your VicinityExploring Elite Translation Services in Your Vicinity
Exploring Elite Translation Services in Your VicinityThe Spanish Group
 
Intermediate Accounting, Volume 2, 13th Canadian Edition by Donald E. Kieso t...
Intermediate Accounting, Volume 2, 13th Canadian Edition by Donald E. Kieso t...Intermediate Accounting, Volume 2, 13th Canadian Edition by Donald E. Kieso t...
Intermediate Accounting, Volume 2, 13th Canadian Edition by Donald E. Kieso t...ssuserf63bd7
 
Send Files | Sendbig.comSend Files | Sendbig.com
Send Files | Sendbig.comSend Files | Sendbig.comSend Files | Sendbig.comSend Files | Sendbig.com
Send Files | Sendbig.comSend Files | Sendbig.comSendBig4
 
trending-flavors-and-ingredients-in-salty-snacks-us-2024_Redacted-V2.pdf
trending-flavors-and-ingredients-in-salty-snacks-us-2024_Redacted-V2.pdftrending-flavors-and-ingredients-in-salty-snacks-us-2024_Redacted-V2.pdf
trending-flavors-and-ingredients-in-salty-snacks-us-2024_Redacted-V2.pdfMintel Group
 
Excvation Safety for safety officers reference
Excvation Safety for safety officers referenceExcvation Safety for safety officers reference
Excvation Safety for safety officers referencessuser2c065e
 
EUDR Info Meeting Ethiopian coffee exporters
EUDR Info Meeting Ethiopian coffee exportersEUDR Info Meeting Ethiopian coffee exporters
EUDR Info Meeting Ethiopian coffee exportersPeter Horsten
 

Recently uploaded (20)

MEP Plans in Construction of Building and Industrial Projects 2024
MEP Plans in Construction of Building and Industrial Projects 2024MEP Plans in Construction of Building and Industrial Projects 2024
MEP Plans in Construction of Building and Industrial Projects 2024
 
Roman Kyslyi: Використання та побудова LLM агентів (UA)
Roman Kyslyi: Використання та побудова LLM агентів (UA)Roman Kyslyi: Використання та побудова LLM агентів (UA)
Roman Kyslyi: Використання та побудова LLM агентів (UA)
 
5-Step Framework to Convert Any Business into a Wealth Generation Machine.pdf
5-Step Framework to Convert Any Business into a Wealth Generation Machine.pdf5-Step Framework to Convert Any Business into a Wealth Generation Machine.pdf
5-Step Framework to Convert Any Business into a Wealth Generation Machine.pdf
 
Paul Turovsky - Real Estate Professional
Paul Turovsky - Real Estate ProfessionalPaul Turovsky - Real Estate Professional
Paul Turovsky - Real Estate Professional
 
Rakhi sets symbolizing the bond of love.pptx
Rakhi sets symbolizing the bond of love.pptxRakhi sets symbolizing the bond of love.pptx
Rakhi sets symbolizing the bond of love.pptx
 
The McKinsey 7S Framework: A Holistic Approach to Harmonizing All Parts of th...
The McKinsey 7S Framework: A Holistic Approach to Harmonizing All Parts of th...The McKinsey 7S Framework: A Holistic Approach to Harmonizing All Parts of th...
The McKinsey 7S Framework: A Holistic Approach to Harmonizing All Parts of th...
 
Fundamentals Welcome and Inclusive DEIB
Fundamentals Welcome and  Inclusive DEIBFundamentals Welcome and  Inclusive DEIB
Fundamentals Welcome and Inclusive DEIB
 
Introducing the Analogic framework for business planning applications
Introducing the Analogic framework for business planning applicationsIntroducing the Analogic framework for business planning applications
Introducing the Analogic framework for business planning applications
 
Darshan Hiranandani (Son of Niranjan Hiranandani).pdf
Darshan Hiranandani (Son of Niranjan Hiranandani).pdfDarshan Hiranandani (Son of Niranjan Hiranandani).pdf
Darshan Hiranandani (Son of Niranjan Hiranandani).pdf
 
How to Conduct a Service Gap Analysis for Your Business
How to Conduct a Service Gap Analysis for Your BusinessHow to Conduct a Service Gap Analysis for Your Business
How to Conduct a Service Gap Analysis for Your Business
 
Data Analytics Strategy Toolkit and Templates
Data Analytics Strategy Toolkit and TemplatesData Analytics Strategy Toolkit and Templates
Data Analytics Strategy Toolkit and Templates
 
How To Simplify Your Scheduling with AI Calendarfly The Hassle-Free Online Bo...
How To Simplify Your Scheduling with AI Calendarfly The Hassle-Free Online Bo...How To Simplify Your Scheduling with AI Calendarfly The Hassle-Free Online Bo...
How To Simplify Your Scheduling with AI Calendarfly The Hassle-Free Online Bo...
 
Driving Business Impact for PMs with Jon Harmer
Driving Business Impact for PMs with Jon HarmerDriving Business Impact for PMs with Jon Harmer
Driving Business Impact for PMs with Jon Harmer
 
Go for Rakhi Bazaar and Pick the Latest Bhaiya Bhabhi Rakhi.pptx
Go for Rakhi Bazaar and Pick the Latest Bhaiya Bhabhi Rakhi.pptxGo for Rakhi Bazaar and Pick the Latest Bhaiya Bhabhi Rakhi.pptx
Go for Rakhi Bazaar and Pick the Latest Bhaiya Bhabhi Rakhi.pptx
 
Exploring Elite Translation Services in Your Vicinity
Exploring Elite Translation Services in Your VicinityExploring Elite Translation Services in Your Vicinity
Exploring Elite Translation Services in Your Vicinity
 
Intermediate Accounting, Volume 2, 13th Canadian Edition by Donald E. Kieso t...
Intermediate Accounting, Volume 2, 13th Canadian Edition by Donald E. Kieso t...Intermediate Accounting, Volume 2, 13th Canadian Edition by Donald E. Kieso t...
Intermediate Accounting, Volume 2, 13th Canadian Edition by Donald E. Kieso t...
 
Send Files | Sendbig.comSend Files | Sendbig.com
Send Files | Sendbig.comSend Files | Sendbig.comSend Files | Sendbig.comSend Files | Sendbig.com
Send Files | Sendbig.comSend Files | Sendbig.com
 
trending-flavors-and-ingredients-in-salty-snacks-us-2024_Redacted-V2.pdf
trending-flavors-and-ingredients-in-salty-snacks-us-2024_Redacted-V2.pdftrending-flavors-and-ingredients-in-salty-snacks-us-2024_Redacted-V2.pdf
trending-flavors-and-ingredients-in-salty-snacks-us-2024_Redacted-V2.pdf
 
Excvation Safety for safety officers reference
Excvation Safety for safety officers referenceExcvation Safety for safety officers reference
Excvation Safety for safety officers reference
 
EUDR Info Meeting Ethiopian coffee exporters
EUDR Info Meeting Ethiopian coffee exportersEUDR Info Meeting Ethiopian coffee exporters
EUDR Info Meeting Ethiopian coffee exporters
 

B2B Content Marketing Benchmark Report

  • 2. 2 SponSored by Chief Content Officer MarketingProfs Founder & Executive Director Content Marketing Institute
  • 3. 3 SponSored by Percentage of B2B Respondents Using Content Marketing 91% use content marketing 9% do not use content marketing 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
  • 4. 4 SponSored by B2B marketers use an average of 12 content marketing tactics. AverageNumberof Tactics B2B Marketers Use 11% 14% 19% 28% 0 10 20 30 40 7% 20+Tactics 16-19Tactics 13-15Tactics 20% 10-12Tactics 5-9Tactics 1-4Tactics Average: 12 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
  • 5. 5 SponSored by B2B Content Marketing Usage (by Tactic) 0 20 40 60 80 100 Social Media – Other than Blogs Articles on Your Website eNewsletters Blogs Case Studies Videos Articles on Other Websites In-person Events White Papers Webinars/Webcasts Research Reports Microsites Infographics Branded Content Tools Mobile Content eBooks Print Magazines Books Virtual Conferences Podcasts Mobile Apps Digital Magazines Print Newsletters Annual Reports Licensed/Syndicated Content Games/Gamification 87% 83% 77% 78% 70%70% 69% 61% 59% 44% 40% 38% 38% 33% 32% 31% 29% 28% 27% 26% 26% 25% 24% 20% 11% 71% 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
  • 6. 6 SponSored by 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs The use of certain B2B content marketing tactics has risen greatly.
  • 7. 7 SponSored by Confidence Gap Effectiveness Ratings of Tactics Among B2B Users 67% 33% 36% 39% 41% 42% 42% 43% 43% 45% 47% 50% 50% 64% 61% 59% 58% 58% 57% 57% 55% 53% 50% 50% BelieveIt’sEffective BelieveIt’sLessEffective 100 90 80 70 60 50 40 30 20 10 10 20 30 40 50 60 70 80 90 100 In-personEvents CaseStudies Webinars/Webcasts Blogs Videos eNewsletters ResearchReports WhitePapers eBooks Microsites ArticlesonYourWebsite ArticlesonOtherWebsites 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
  • 8. 8 SponSored by Percentage of B2B Marketers Using Social Media to DistributeContent 2012 2011 0 10 20 30 40 50 60 70 80 90 87% 74% More B2B marketers are using social media to distribute content. 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
  • 9. 9 SponSored by 0 20 40 60 80 100 83% 71% 74% 70% 56% 13% 20% 10% 80% 80% 61% 39% 26% N/A N/A N/A N/A N/A N/A N/A 12% 23% 10% 10% 8% 7% 7% 6% LinkedIn Twitter Facebook YouTube Google+ Pinterest SlideShare Vimeo Flickr StumbleUpon Foursquare Instagram Tumblr Quora B2B 2012 2011 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
  • 10. 10 SponSored by Organizational Goals for B2B Content Marketing 79% 74% 71% 64% 64% 63% 60% 45% 43% BrandAwareness CustomerAcquisition LeadGeneration CustomerRetention/Loyalty ThoughtLeadership Engagement WebsiteTraffic Sales Lead Management/Nurturing 10 0 20 30 40 50 60 70 80 90 100 More B2B marketers are using content marketing to achieve organizational goals. 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
  • 11. 11 SponSored by MeasurementCriteria for B2B Content Marketing Success 51% 45% 43% 41% 41% 41% 39% 35% 26% 24% 22% 13% 5% 60% 10 0 20 30 40 50 60 70 80 90 100 WebTraffic SalesLeadQuality SocialMediaSharing SalesLead Quantity DirectSales SEORanking InboundLinks Cross-selling CostSavings BenchmarkLiftofCompanyAwareness IncreasedCustomerLoyalty BenchmarkLiftofProduct/ServiceAwareness Time Spenton Website Qualitative Feedback from Customers 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
  • 12. 12 SponSored by B2B Content MarketingSpending (Over Next 12 Months) 9% 45% Significantly Increase Decrease 34% Remainthe Same 2% Unsure 10% Increase More than half of B2B marketers plan to increase their content marketing budget over the next 12 months. 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
  • 13. 13 SponSored by Total Marketing Budget Spent onB2BContentMarketing 42% 34% 26% 23% 20% 31% 2012 2011 22% 24% 0 10 20 30 40 50 60 Micro(FewerThan10Employees) Small(10-99Employees) 26% 33% Overall Midsize(100-999Employees) Large(1000+Employees) 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs 33% of B2B marketing budgets are now allocated to content marketing.
  • 14. 14 SponSored by Insourcing vs. Outsourcing of B2B Content Creation 56% 38% 4% 58% 1% 2012 2011 43% 0 10 20 30 40 50 60 70 In-HouseOnly OutsourcedOnly Both More companies are creating B2B marketing content in-house. 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
  • 15. 15 SponSored by Percentage of Companies that Outsource B2B Content Creation 33% 53% 60% 62% 74% 42% 2012 2011 53% 65% 0 10 20 30 40 50 60 70 80 Micro(FewerThan10Employees) Small(10-99Employees) 58% 44% Average Midsize(100-999Employees) Large(1000+Employees) 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs On average, 44% of companies outsource B2B content creation.
  • 16. 16 SponSored by How B2B Organizations Tailor Content 59% 57% 51% 39% 12% 52% 2012 2011 42% 0 10 20 30 40 50 60 70 80 ProfileofIndividualDecisionMakers CompanyCharacteristics 8% None StageintheBuyingCycle N/A 23% PersonalizedContentPreferences Nearly all B2B marketers segment their content. 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
  • 17. 17 SponSored by Challengesthat B2B Content Marketers Face 64% 52% 14% ProducingEnoughContent ProducingtheKindofContentthatEngages 39% LackofBudget 22% LackofBuy-in/Vision 26% LackofKnowledge,Training,andResources 45% ProducingaVarietyofContent 33% InabilitytoMeasureContentEffectiveness FindingTrainedContentMarketingProfessionals 25% LackofIntegrationAcrossMarketing 10 0 20 30 40 50 60 70 80 90 100 Producing enough content is now the #1 challenge faced by B2B content marketers. 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
  • 18. 18 SponSored by Biggest B2B Content Marketing Challenge 29% 20% 41% 18% 12% 18% 2012 2011 14% 7% 0 10 20 30 40 50 60 ProducingEnoughContent ProducingtheKindofContentthatEngages N/A N/A 6% LackofKnowledge,Training,andResources LackofBudget LackofBuy-in/Vision 7% 5% ProducingaVarietyofContent 5% InabilitytoMeasureContentEffectiveness N/A 4% LackofIntegrationAcrossMarketing N/A 2% FindingTrainedContentMarketingProfessionals 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
  • 19. 19 SponSored by How B2B Marketers Rate the Effectiveness of Their Organization’s Use of Content Marketing 6% 30% 45% 15% 2% Very Effective Not At All Effective 10 0 20 30 40 50 60 70 80 90 100 5 4 3 2 1 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
  • 20. 20 SponSored by Comparison of Most Effective B2B ContentMarketers with Least Effective B2B ContentMarketers Percentageofmarketingbudget allocatedtocontentmarketing Averagenumberoftacticsused Averagenumberof socialplatformsused Percentagethatplanstoincrease contentmarketingspendnextyear Tailorcontenttoprofileof decisionmaker Challengedwithproducing engagingcontent Challengedwithlackofbuy-in/vision fromhigher-ups MostEffective Overall/Average LeastEffective 46% 33% 16% 14 12 8 6 5 3 54% 54% 53% 71% 59% 41% 39% 52% 70% 12% 22% 14% 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
  • 22. 22 SPONSORED BY B2B Industry Classification Advertising/ Marketing 25% Other 22% Consulting e Manufacturing Internet/Online Services Publishing/ Media 12% 12% 6% 6% 5% 5% 4% 3% Business Services (Other) Healthcare/Medical/ Pharmaceutical Banking/Accounting/ Financial Size of B2B Company (by Employees) Micro (Fewer than 10 Employees) 39% Small (10-99 Employees) 28% Midsize (100-999 Employees) Large (1000+ Employees) 17% 5% B2B Job Title/Function Advertising/Marketing Communications/PR 37% Corporate Management/Owner Content Creation/Management 31% 7% Other 3% Marketing Administration/ Support 6% Sales Administration/ Support 1% Website/Technology Programmer 1% 6% 5% Consultant Sales/Business Management 5% General Management