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2016 Benchmarks, Budgets,
and Trends—North America
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Welcome....................................................................................................................
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WELCOME
Greetings, Content Marketers,
Welcome to the sixth annual B2B Content Marketing Benchmarks, Budgets, and Trends—...
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KEY TAKEAWAYS
One key theme that emerged from this year’s B2B research is that
effective content marketers do several th...
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KEY TAKEAWAYS
Key takeaways continued:
■ Fewer B2B marketers have a documented content marketing strategy compared with ...
2016 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
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USAGE  EFFECTIVENESS
Does yo...
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USAGE  EFFECTIVENESS
How would you describe
your organization’s content
marketing maturity level?
This was a new questio...
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USAGE  EFFECTIVENESS
Overall, how effective
is your organization
at content marketing?
Lastyear,38%ofB2Bmarketerssaidthe...
2016 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
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USAGE  EFFECTIVENESS
In your...
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STRATEGY  ORGANIZATION
Does your organization have a
content marketing strategy?
Last year, 35% of B2B marketers had a ...
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STRATEGY  ORGANIZATION
Does your organization
have an editorial mission
statement for the primary
audience you target?
...
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STRATEGY  ORGANIZATION
How often does your
team meet (either in person
or virtually) to discuss the
progress/results of...
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STRATEGY  ORGANIZATION
How valuable are
team meetings in helping
your organization to be
more effective at
content mark...
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CONTENT CREATION  DISTRIBUTION
Compared with 2015,
how much content
will your organization
produce in 2016?
While 73% o...
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CONTENT CREATION  DISTRIBUTION
Which content marketing
tactics does your
organization use?
These results are similar to...
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CONTENT CREATION  DISTRIBUTION
How effective are the tactics
your organization uses?
In-person events, which has been r...
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CONTENT CREATION  DISTRIBUTION
Which social media platforms
does your organization
use to distribute content?
LinkedIn,...
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CONTENT CREATION  DISTRIBUTION
How effective are the
social media platforms
your organization uses?
Once again, B2B mar...
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CONTENT CREATION  DISTRIBUTION
Which paid advertising
methods does your
organization use to
promote/distribute content?...
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CONTENT CREATION  DISTRIBUTION
How effective are the paid
advertising methods your
organization uses to
distribute cont...
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CONTENT CREATION  DISTRIBUTION
Which content offers does
your organization ask its
audience to subscribe to?
87% of res...
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GOALS  METRICS
How important will each
of these content marketing
goals be to your organization
in the next 12 months?
...
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GOALS  METRICS How important are
the metrics your
organization uses?
Regardless of how effective they are at content
ma...
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GOALS  METRICS
What is THE MOST
important metric
your organization uses?
Most B2B marketers say sales lead quality is
t...
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BUDGETS  SPENDING
Approximately what
percentage of your
organization’s total marketing
budget (not including staff) is
...
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BUDGETS  SPENDING
How do you expect
your organization’s content
marketing budget to change
in the next 12 months?
More ...
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CHALLENGES  PRIORITIES What are your organization’s
top five content marketing
challenges this year?
Thisyear,weaskedB2...
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CHALLENGES  PRIORITIES What are the top five
priorities that your
organization’s content creators
will focus on this ye...
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COMPARISON CHART
Profile of a Best-in-Class
B2B Content Marketer
Chart term definitions: A“best-in-class”contentmarkete...
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B2B B2C
Uses content marketing 88% 76%
Considers organization effective at content marketing 30% 38%
Organization is cl...
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DEMOGRAPHICS
B2BContentMarketing:2016Benchmarks,Budgets,andTrends—NorthAmericawas produced by Content Marketing Institu...
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ABOUT
Content Marketing Institute and MarketingProfs thank all the survey respondents
and distribution partners who mad...
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CONTENT CREATION DISTRIBUTION
How effective are the tactics
your organization uses?
In-person events, which has been rated the most
effective tactic for the last six years, increased from
69% to 75%. Effectiveness ratings increased for
all the other tactics shown here as well, except for
blogs (60% last year vs. 59% this year). The biggest
increase was for infographics (50% last year vs.
58% this year).
Effectiveness Ratings for B2B Tactics
In-person Events
Webinars/Webcasts
Case Studies
75%
66%
65%
White Papers 63%
Videos 62%
Research Reports 61%
eNewsletters 60%
Blogs 59%
Infographics 58%
Online Presentations 58%
SAY IN-PERSON
EVENTS ARE
EFFECTIVE75%
2016 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
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  • Great slides! I'd like add some great tools that work for us: 1- FollowUp.co (Paid) and ReplyUp.com (Free) - Send follow-ups emails; 2- WhoIsVisiting.com (Paid) - Identify unknown B2B website visitors; 3- Found.ly (Paid) - Sales prospecting tool on LinkedIn; 4- Attach.io (Paid) - Viewer engagement analytics for presentations.
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  • I'd like to offer a huge digital thank you to Joe & Ann for putting this insightful report together again this year. We are so very grateful to all the good work you are doing for the community. We'll be sharing the findings with our clients shortly to pick up the conversations again. So many are still focused on shiny new tactics instead of getting their strategies in place and then executing on a plan. Looking forward to giving something of value back to this awesome community.
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  • @MarketingProfs We know you will :) Also, we took a couple stats from this year's report and added our thoughts. Titled: Why is a content marketing strategy essential for effective content marketing? - http://cdig.co/1N4JvMS
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  • @Centerline Digital That's great! Glad to hear you're getting more value out of the report each year. We will continue to try and keep it interesting for you!
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