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

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
2
FOREWORD
Hello 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, when
compared 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 content
marketing will pay off: Approximately half of those who rate their organizations as least effective are planning to increase their content
marketing 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 peers
overall.* 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.
3
2013 B2B Enterprise Content Marketing Trends—North America:
Content Marketing Institute/Marketo
95% of B2B enterprise marketers use content marketing.
OVERVIEW
Percentageof B2B Enterprise Marketers
Using Content Marketing
95%
use content
marketing
5%
do not
use content
marketing
4
B2B enterprise marketers use an average of
16 content marketing tactics.
CONTENT MARKETING BY TACTIC
Number of Tactics
B2B Enterprise Marketers Use
27%
21%
22%
12%
11%
0 10 20 30 40
1%
20+Tactics
16-19Tactics
13-15Tactics
10-12Tactics
5-9Tactics
1-4Tactics Average: 16
	 B2B enterprise marketers use more 		
		 tactics than their B2B peers overall,
		 who use an average of 12.
2013 B2B Enterprise Content Marketing Trends—North America:
Content Marketing Institute/Marketo
5
2013 B2B Enterprise Content Marketing Trends—North America: Content Marketing Institute/Marketo
CONTENT MARKETING BY TACTIC
Case
Studies
Content Marketing Usage Among
B2B Enterprise Marketers
(by Tactic)
0
20
40
60
80
100
In-person
Events
Articles
on
Your
Website
Social
Media—Other
than
Blogs
eNewsletters
Microsites
Articles
on
Other
Websites
Blogs
Branded
Content
Tools
Infographics
Research
Reports
Print
Magazines
Mobile
Content
Mobile
Apps
Annual
Reports
Licensed/Syndicated
Content
Virtual
Conferences
Podcasts
Digital
Magazines
Books
eBooks
Games/Gamification
Videos
87%
86%
Webinars/Webcasts
82%
78%
85%84%
73%
79%
78%
70%
69%
60%
51%
64%
46%
49%
47%
42% 42%
44%
41%
38%
35%
Print
Newsletters
31%
33%
17%
White
Papers
	 B2B enterprise marketers use videos 		
		 the most, whereas their B2B peers
		 overall use social media (other than 		
		 blogs) the most (87%).
	 B2B enterprise marketers use all of
	 	 these tactics more often than their
		 B2B peers overall do.
6
TACTIC EFFECTIVENESS
	 Like their B2B peers overall (67%), B2B
		 enterprise marketers consider in-person
	 	 events to be the most effective content
		marketing tactic.
Confidence Gap
Effectiveness Ratings of Tactics Among
B2B Enterprise Marketers
71%
70%
69%
65%
63%
60%
59%
55%
52%
50%
29%
30%
31%
35%
37%
40%
41%
45%
48%
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
ResearchReports
WhitePapers
Videos
Webinars/Webcasts
BrandedContentTools
Microsites
Licensed/SyndicatedContent
eNewsletters
2013 B2B Enterprise Content Marketing Trends—North America:
Content Marketing Institute/Marketo

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

  • 1. B2B Enterprise Content Marketing: 2013 Benchmarks, Budgets, and Trends – North America
  • 2. 2 FOREWORD Hello 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, when compared 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 content marketing will pay off: Approximately half of those who rate their organizations as least effective are planning to increase their content marketing 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 peers overall.* 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.
  • 3. 3 2013 B2B Enterprise Content Marketing Trends—North America: Content Marketing Institute/Marketo 95% of B2B enterprise marketers use content marketing. OVERVIEW Percentageof B2B Enterprise Marketers Using Content Marketing 95% use content marketing 5% do not use content marketing
  • 4. 4 B2B enterprise marketers use an average of 16 content marketing tactics. CONTENT MARKETING BY TACTIC Number of Tactics B2B Enterprise Marketers Use 27% 21% 22% 12% 11% 0 10 20 30 40 1% 20+Tactics 16-19Tactics 13-15Tactics 10-12Tactics 5-9Tactics 1-4Tactics Average: 16  B2B enterprise marketers use more tactics than their B2B peers overall, who use an average of 12. 2013 B2B Enterprise Content Marketing Trends—North America: Content Marketing Institute/Marketo
  • 5. 5 2013 B2B Enterprise Content Marketing Trends—North America: Content Marketing Institute/Marketo CONTENT MARKETING BY TACTIC Case Studies Content Marketing Usage Among B2B Enterprise Marketers (by Tactic) 0 20 40 60 80 100 In-person Events Articles on Your Website Social Media—Other than Blogs eNewsletters Microsites Articles on Other Websites Blogs Branded Content Tools Infographics Research Reports Print Magazines Mobile Content Mobile Apps Annual Reports Licensed/Syndicated Content Virtual Conferences Podcasts Digital Magazines Books eBooks Games/Gamification Videos 87% 86% Webinars/Webcasts 82% 78% 85%84% 73% 79% 78% 70% 69% 60% 51% 64% 46% 49% 47% 42% 42% 44% 41% 38% 35% Print Newsletters 31% 33% 17% White Papers  B2B enterprise marketers use videos the most, whereas their B2B peers overall use social media (other than blogs) the most (87%).  B2B enterprise marketers use all of these tactics more often than their B2B peers overall do.
  • 6. 6 TACTIC EFFECTIVENESS  Like their B2B peers overall (67%), B2B enterprise marketers consider in-person events to be the most effective content marketing tactic. Confidence Gap Effectiveness Ratings of Tactics Among B2B Enterprise Marketers 71% 70% 69% 65% 63% 60% 59% 55% 52% 50% 29% 30% 31% 35% 37% 40% 41% 45% 48% 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 ResearchReports WhitePapers Videos Webinars/Webcasts BrandedContentTools Microsites Licensed/SyndicatedContent eNewsletters 2013 B2B Enterprise Content Marketing Trends—North America: Content Marketing Institute/Marketo
  • 7. 7 SOCIAL MEDIA USAGE 80% 76% 74% 71% 12% 20% 4% 16% 6% 1% 4% 2% 2% 4% Facebook Twitter YouTube LinkedIn Pinterest Google+ SlideShare StumbleUpon Flickr 7% Other Tumblr Vimeo Quora Foursquare Instagram PercentageofB2BEnterpriseMarketers WhoUseVariousSocialMediaPlatforms toDistributeContent 0 20 40 60 80 100  B2B enterprise marketers use an average of four social media platforms, whereas their B2B peers overall use an average of five.  B2B enterprise marketers use Facebook as often as their B2B peers overall do; however, they use Twitter (76% vs. 80%) and LinkedIn (71% vs. 83%) less often, and they use YouTube (74% vs. 61%) more often. 2013 B2B Enterprise Content Marketing Trends—North America: Content Marketing Institute/Marketo
  • 8. 8 B2B enterprise marketers cite brand awareness as their top goal for content marketing. ORGANIZATIONAL GOALS  Brand awareness is the top goal for B2B enterprise marketers and their B2B peers overall.  B2B enterprise marketers (52%) put more emphasis on lead management/ nurturing than their B2B peers overall (45%) do; however, most of the other goals cited here are similar for both groups. Organizational Goals for Content Marketing (B2B Enterprise Companies) 84% 73% 69% 69% 68% 68% 58% 52% 45% BrandAwareness LeadGeneration CustomerAcquisition CustomerRetention/Loyalty Engagement ThoughtLeadership WebsiteTraffic Sales LeadManagement/Nurturing 10 0 20 30 40 50 60 70 80 90 100 2013 B2B Enterprise Content Marketing Trends—North America: Content Marketing Institute/Marketo
  • 9. 9 2013 B2B Enterprise Content Marketing Trends—North America: Content Marketing Institute/Marketo MEASUREMENT CRITERIA  Like their B2B peers overall (60%), B2B enterprise marketers most often use website traffic to measure content marketing success. B2B enterprise marketers most often use website traffic to measure content marketing success. MeasurementCriteria for Content Marketing Success (B2B EnterpriseCompanies) 64% 51% 48% 41% 39% 36% 34% 33% 30% 23% 23% 21% 15% 7% 10 0 20 30 40 50 60 70 80 90 100 WebsiteTraffic SalesLeadQuality SalesLeadQuantity DirectSales TimeSpentonWebsite QualitativeFeedbackfromCustomers SEORanking SocialMediaSharing InboundLinks BenchmarkLiftofCompanyAwareness BenchmarkLiftofProduct/ServiceAwareness IncreasedCustomerLoyalty Cross-selling CostSavings
  • 10. 10 BUDGET 46% of B2B enterprise marketers plan to increase their content marketing budget over the next 12 months.  Fewer B2B enterprise marketers (46%) plan to increase their content marketing budgets, when compared with their B2B peers overall (54%). 2013 B2B Enterprise Content Marketing Trends—North America: Content Marketing Institute/Marketo Content MarketingSpending AmongB2B Enterprise Marketers (Over Next 12 Months) Decrease 6% 40% Increase 6% Significantly Increase 37% Remainthe Same Unsure 11%
  • 11. 11 BUDGET  B2B enterprise marketers who rate their companies as most effective at content marketing allocate more budget (33%) to content marketing than the average B2B enterprise marketer (24%); those who rate their companies as least effective allocate just 16%. On average, B2B enterprise marketers allocate 24% of their budget to content marketing. 2013 B2B Enterprise Content Marketing Trends—North America: Content Marketing Institute/Marketo Percentage of Marketing Budget Spent onB2BContentMarketing 24% 22% 31% 42% 0 10 20 30 40 50 60 Enterprise(1,000+Employees) Midsize(100-999Employees) 33% Overall Small(10-99Employees) Micro(Fewerthan10Employees)
  • 12. 12 INSOURCING VS. OUTSOURCING  B2B enterprise marketers (65%) outsource content creation more frequently than their B2B peers overall (43%) do. 2013 B2B Enterprise Content Marketing Trends—North America: Content Marketing Institute/Marketo Insourcing vs. Outsourcing of Content Creation (B2B Enterprise Companies) 35% 0% 65% 0 10 20 30 40 50 60 70 In-HouseOnly OutsourcedOnly Both 65% of B2B enterprise marketers outsource content creation.
  • 13. 13 SEGMENTATION  92% of B2B enterprise marketers tailor their content in at least one way, compared with 91% of their B2B peers overall. How B2B Enterprise Marketers Tailor Content 51% 50% 57% 0 10 20 30 40 50 60 70 80 CompanyCharacteristics PersonalizedContentPreferences 8% None 8% Other ProfileofIndividualDecisionMakers 19% Stage in the Buying Cycle 2013 B2B Enterprise Content Marketing Trends—North America: Content Marketing Institute/Marketo Nearly all B2B enterprise marketers segment their content.
  • 14. 14 CONTENT MARKETING CHALLENGES  B2B enterprise marketers (53%) are less challenged with producing enough content than their B2B peers overall (64%) are; however, they are more challenged in nearly all other areas shown here, especially with lack of integration across marketing (58% vs. 25%). Producing the kind of content that engages is the top challenge faced by B2B enterprise marketers. Challengesthat B2B Enterprise Content Marketers Face 58% 58% 22% LackofIntegrationAcrossMarketing ProducingtheKindofContentthatEngages 48% 38% 42% LackofBudget 45% FindingTrainedContentMarketingProfessionals 38% ProducingaVarietyofContent 10 0 20 30 40 50 60 70 80 90 100 ProducingEnoughContent 53% LackofKnowledge,Training,andResources InabilitytoMeasureContentEffectiveness LackofBuy-in/Vision 2013 B2B Enterprise Content Marketing Trends—North America: Content Marketing Institute/Marketo
  • 15. 15 CONTENT MARKETING CHALLENGES  Producing the kind of content that engages is the biggest challenge for B2B enterprise marketers (20%), whereas producing enough content is the biggest challenge for their B2B peers overall (29%).  Three-times more B2B enterprise marketers (13%) say lack of integration across marketing is their biggest challenge, when compared with their B2B peers overall (4%). 2013 B2B Enterprise Content Marketing Trends—North America: Content Marketing Institute/Marketo Biggest Content MarketingChallenge forB2BEnterprise Marketers 20% 17% 3% ProducingEnoughContent ProducingtheKindofContentthatEngages 12% 6% 8% LackofBudget 9% FindingTrainedContentMarketingProfessionals 6% LackofBuy-in/Vision 10 0 20 30 40 50 60 70 80 90 100 LackofIntegrationAcrossMarketing 13% ProducingaVarietyofContent LackofKnowledge,Training,andResources InabilitytoMeasureContentEffectiveness
  • 16. 16 OVERALL EFFECTIVENESS  B2B enterprise marketers and their B2B peers overall rate their organizations fairly similar in terms of content marketing effectiveness. Just 32% of B2B enterprise marketers believe they are effective at content marketing. How B2B Enterprise Marketers Rate the Effectiveness of Their Organization’s Use of Content Marketing 4% 28% 51% 13% 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 Enterprise Content Marketing Trends—North America: Content Marketing Institute/Marketo
  • 17. 17 OVERALL EFFECTIVENESS Profile of a best-in-class B2B enterprise marketer. Comparison of Most Effective B2B EnterpriseContentMarketers with Least Effective B2B EnterpriseContentMarketers Percentageofmarketingbudget allocatedtocontentmarketing Averagenumberoftacticsused Averagenumberofsocialplatformsused Plantoincreasecontentmarketing spendoverthenextyear Tailorcontenttoprofileof decisionmaker Challengedwithproducing engagingcontent Challengedwithproducing enoughcontent MostEffective Overall/Average LeastEffective 33% 24% 16% 17 16 12 4 4 3 47% 46% 47% 71% 57% 25% 44% 58% 78% 52% 53% 72% 2013 B2B Enterprise Content Marketing Trends—North America: Content Marketing Institute/Marketo
  • 18. 18 OVERALL EFFECTIVENESS 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 Profile of a best-in-class B2B enterprise content marketer.
  • 19. 19 DEMOGRAPHICS B2B Enterprise Content Marketing: 2013 Benchmarks, Budgets, and Trends—North America was produced by Content Marketing Institute and sponsored by Marketo. This report is based on the responses of 216 enterprise (1,000+ employees) marketers who were part of a larger business-to-business (B2B) North America (United States and Canada) survey, from which the overall comparisons 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 from among subscribers of MarketingProfs and Content Marketing Institute in August 2012. A total of 1,416 B2B marketers 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,B2BEnterprise Manufacturing Other Software Design/ Development/Distribution Healthcare/Medical/ Pharmaceutical Advertising/ Marketing Banking/ Accounting/Financial Computer & Peripheral Equipment Business Services (Other) Insurance Publishing/ Media Telecommunications 16% 23% 16% 9% 7% 6% 6% 5% 4% 4% 4% Size of Company, B2B Enterprise (by Employees) 10,000 or more 39% 5,000-9,999 15% 1,000-4,999 46% JobTitle/Function, B2BEnterprise Marketing/Advertising/ Communications/PR 62% Marketing Administration/Support 9% Content Creation/Management 9% General Management Other 6% 5% Sales/Business Management Corporate Management/Owner Consulting 4% 2% 2% Sales Administration/Support 2% 2013 B2B Enterprise Content Marketing Trends—North America: Content Marketing Institute/Marketo
  • 20. 20 About the Content Marketing Institute: The Content Marketing Institute (CMI) is the leading global content marketing education and training organization. CMI teaches enterprise brands how to attract and retain customers through compelling, multi-channel storytelling. CMI’s Content Marketing World event is the largest content marketing-focused event. CMI also produces the quarterly magazine Chief Content Officer, and provides strategic consulting and content marketing research for some of the best-known brands in the world. Get more content marketing resources at ContentMarketingInstitute.com. CMI is a division 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 that propels fast-growing small companies and global enterprises alike. Marketo marketing automation and sales effectiveness software streamlines marketing processes, delivers more campaigns, generates more win-ready leads, and improves sales performance. With proven technology, comprehensive services, and expert guidance, Marketo helps thousands of companies around the world turn marketing from a cost center into a revenue driver. Learn how Marketo’s enterprise-ready marketing software helps companies worldwide 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. View additional content marketing research at the CMI website. For more insights on content marketing in the software industry, register for the Content Marketing World Tech Summit being held September 12, 2013 in Cleveland.