2013 content marketing trends


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A new survey report by Silicon Valley Voices evaluating content creation and distribution tactics in the B2B landscape

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2013 content marketing trends

  1. 1. `2013CONTENT MARKETINGTRENDSSilicon Valley VoicesRethinking Content Marketing Survey Report: May 2013PRISCILLA SELWINE: Associate DirectorPriscilla’s research is focused on B2B contentcreation and distribution practices that enableproduct marketing professionals deliver targetedsales enablement material. Her researchcombines creative with scientific measurementthat creates real digital marketing leverage.GREG SHERWIN: Executive Vice PresidentGreg is the executive vice president andprincipal analyst serving Product MarketingProfessionals. He leads Silicon Valley Voicesresearch on how Software, IT and Internetcompanies develop and execute digitalmarketing strategies by aligning businessand brand goals with sales enablementacross all channels.
  2. 2. MAY 2013 SILICON VALLEY VOICES, 1121 SAN ANTONIO ROAD, SUITE # B200, PALO ALTO, CA 94303, PHONE: 650-331-1167EMAIL: RESEARCH@SILICONVALLEYVOICES.COMWWW.SILICONVALLEYVOICES.COM2013 CONTENT MARKETING TRENDSRethinking Content Marketing; Survey Report Q2 2013Evaluating content creation and distribution tactics in the B2B landscapeBy Greg Sherwin and Priscilla SelwineContent Marketing is transforming the way marketing professionals market their products. With nearly$17 billion invested in 2012 (according to the Custom Content Council), content marketing is fastbecoming the cornerstone of the B2B marketing mix. However, not all content marketing channels performequally well for every marketing objective.In April 2013, Silicon Valley Voices conducted a study with B2B marketing professionals across the globeto determine the current use and perceived efficacy of content marketing tactics. We identified the fivemost significant pre-sales marketing objectives of the B2B CMO: creating awareness, generating leads,nurturing prospects, activating engagement and influencing purchases. We analyzed content types anddistribution mechanisms through the lens of these marketing objectives.This report details our findings about which content tactics B2B marketing organizations are using, andwhich distribution channels are most effective based on measurements of reach, conversion and ROI.This data should help CMOs invest in the right content marketing tactics for executing their contentmarketing strategy.KEY TAKEAWAYSVideos are the most popular marketing medium for creating brand awareness.However, marketers do not rely on videos for lead generation campaigns.With over 200 million searches daily through search engine queries, organicsearch is still the best way to reach a large target audience.In-person and online events offer the highest Return on Investment (ROI) and areparticularly powerful for lead generation compared with other contentdistribution channels.
  3. 3. MAY 2013 SILICON VALLEY VOICES, 1121 SAN ANTONIO ROAD, SUITE # B200, PALO ALTO, CA 94303, PHONE: 650-331-1167EMAIL: RESEARCH@SILICONVALLEYVOICES.COMWWW.SILICONVALLEYVOICES.COM◌ White papers and websites areclose behind videos as preferredcontent tactics for meetingmarketing objectives. Emailremains a popular choice aswell, as 86.4% of marketers stilluse email to meet their goals.88% of B2B marketing professionals use content marketing asan integral part of their marketing strategy.The remaining 12% not actively using content marketing so farplan to do so in the next 6 months. Surveyed marketers plan toincrease investments in videos, whitepapers and articles.CONTENT MARKETING CONTINUES TO GROW68 % of B2B Marketers are Using Content Marketing to Generate Leads.CONTENT MARKETING WILL DRIVE LEADS, SAY B2B MARKETERS◌ Lead generation and awarenesscampaigns are the mostcommonly cited reasons forcontent marketing.◌ Fewer marketers rely oncontent marketing to nurtureprospects and influencepurchases.VIDEO IS NO LONGER JUST COOL. IT’S A NECESSITY97% of B2B marketers rely on video to meet their marketing objectives.Despite viewing videos as a cool novelty in 2012, B2B marketers today feel that videos are the top contentchoice for creating brand awareness and setting the right tone for the product in the market. The graphbelow illustrates the percentage of B2B marketers using each content type.
  4. 4. MAY 2013 SILICON VALLEY VOICES, 1121 SAN ANTONIO ROAD, SUITE # B200, PALO ALTO, CA 94303, PHONE: 650-331-1167EMAIL: RESEARCH@SILICONVALLEYVOICES.COMWWW.SILICONVALLEYVOICES.COMCREATING AWARENESS:83% of B2B marketers find video helpful for awareness-based marketing campaigns. Webinars are ranked thelowest, with only 22% of marketers investing in webinars for awareness campaigns.WEBINARS HELP CONVERT LEADS TO CUSTOMERSB2B marketers prefer different content asset types for different stages of the sales cycle. Webinarstop the effectiveness index by accomplishing marketing objectives across multiple stages andconverting leads to customers. The table below indicates the preferred content asset for each stageof the B2B sales process. Future surveys will examine post-sales content trends.GENERATING LEADS:Webinars are the clear leader; 68% of B2B marketers rank webinars as the best content marketing strategy for leadgeneration. Only 20% of B2B marketers use articles for their lead generation campaigns.
  5. 5. MAY 2013 SILICON VALLEY VOICES, 1121 SAN ANTONIO ROAD, SUITE # B200, PALO ALTO, CA 94303, PHONE: 650-331-1167EMAIL: RESEARCH@SILICONVALLEYVOICES.COMWWW.SILICONVALLEYVOICES.COMEVENTS AND SEARCH ARE KEY TO CONTENT MARKETING SUCCESSAs marketers define the optimal marketing mix, they typically use three measures of channel performance:the channel’s reach, its impact on driving conversions, and return on initial investment (ROI). The surveyresults show that channels performance varies along these different metrics.NURTURING PROSPECTS:When it comes to lead nurturing, marketers prefer newsletters(52%) and webinars (50%) over other content types. Videosrank the lowest for nurturing prospects.ACTIVATING ENGAGEMENT: Webinars (46%) rank the highest for effectively engagingprospects. Email and whitepapers rank the lowest on the engagement score.INFLUENCING PURCHASE:35% of B2B marketers feel that articles are the best trigger to influence a purchase and close a sale.Websites rank the lowest on the influential content scale.
  6. 6. MAY 2013 SILICON VALLEY VOICES, 1121 SAN ANTONIO ROAD, SUITE # B200, PALO ALTO, CA 94303, PHONE: 650-331-1167EMAIL: RESEARCH@SILICONVALLEYVOICES.COMWWW.SILICONVALLEYVOICES.COM◌ REACH: Most B2B marketers rank search engines as the best medium to access a larger target audienceand ensure brand reach.◌ CONVERSIONS: Marketers see events as the best means for conversions. Websites rank a close secondfor converting prospects due to their ability to capture lead information and track lead status throughintegrations with CRM and marketing automation platforms.◌ ROI: Events again rank the highest for efficiency and return on investment, followed closely by searchand email.SUMMARYAs content marketing is becoming a mainstream B2B marketing tactic, B2B marketers must align contentchannel strategies with marketing objectives. As this survey shows, different content types and channels areappropriate for objectives.The channel strengths will dictate content development investments. For example, marketing organizationsthat want to increase awareness and brand reach would do well to focus efforts on attracting search engineswith SEO-rich content and developing video content. If instead the marketing organization is pressed for leadgeneration on a tight budget, online events like webinars are a proven strategy for generating leads whileoptimizing marketing spending.
  7. 7. MAY 2013 SILICON VALLEY VOICES, 1121 SAN ANTONIO ROAD, SUITE # B200, PALO ALTO, CA 94303, PHONE: 650-331-1167EMAIL: RESEARCH@SILICONVALLEYVOICES.COMWWW.SILICONVALLEYVOICES.COMABOUT SILICON VALLEY VOICESSilicon Valley Voices is the research unit of Regalix Inc. Headquartered in Silicon Valley, we help the CMO organizationleverage emerging digital practices for creating marketing leverage as they bring new products and innovation to market.Silicon Valley Voices helps marketers through research-based insights, consulting and peer-to-peer programs that guidemarketing strategy development and execution. Our focus is helping Technology companies leverage innovation and bestpractices to create real differentiation. Our analysts are practitioners with a successful track record of delivering realmarketing results for both leading Fortune 500 companies as well as venture backed firms.Regalix is an award-winning Global Innovation company that leverages technology and marketing to help companies grow.We create successful ventures with our clients through co-innovation and idea-driven frameworks that inspire companiesto think different. We bring ideas to life by envisioning new companies, developing brands, engineering products, anddesigning technology platforms. Founded in 1998, Regalix is based in Palo Alto. Our Silicon Valley setting has enabled us tostay ahead of emerging trends in digital technology and marketing.For over a decade, we have provided complete marketing services – Social, Mobile, Content, Multi-channel Campaigns,Technology Development, and Analytics – to companies such as CA Technologies, Citi, Apple, eBay, Cisco, VMWare,NetApp, Cypress, LSI, Keynote, and MetricStream.FOR MORE INFORMATIONTo find out how Silicon Valley Voices can help you, pleasecontact our office, or visit us atwww.siliconvalleyvoices.com.