Welcome to the 12th Annual Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. What a year it has been.
This edition of our report looks back on the last 12 months and includes expectations for 2022. Throughout, you will see quotes from the many rich, qualitative responses we received to the question, “What did the pandemic change most about your organization’s content marketing strategy/approach?” In all, 75% of respondents took the time to answer this question and we are ever so grateful. What amazing insights it yielded!
The key theme that emerged was this: The pandemic awoke a sleeping giant – content marketing, that is. Without in-person events and face-to-face selling, many who had previously paid little attention to content marketing suddenly became aware of its power. More content marketers got a seat at the table and helped keep many businesses on their audiences’ radar. Some discovered new audiences altogether.
The research also confirmed what many of us already knew: Content marketers are some of the fiercest business pros around. In the most difficult of times, they get the job done – and many come through more creative and stronger than before.
Congratulations, content marketers, for a job well done in the most difficult of times. Our entire team salutes you!
Welcome to the B2C Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022.
Our research suggested that, due to work-from-home requirements, content marketing piqued the interest of many who were previously unaware of its power. With more people than ever spending time online, content marketing presented a prime opportunity for businesses to get and stay in front of audiences. Some B2C marketers discovered new audiences altogether.
Short articles and videos were big over the last 12 months with the B2C marketers we surveyed. In addition, expect a lot of B2C investment in video in 2022: 72% forecast investment in this area. Paid media came in a distant second.
Although most B2C marketers reported success with content marketing in the last 12 months, there are still challenges. Respondents said their top two content marketing challenges were creating content that appeals to multi-level roles within the target audience (42%) and internal communication between teams/silos (41%).
If B2C marketers can overcome these challenges, they’ll improve their odds of achieving greater content marketing success in 2022.
Top Social Media Marketing Trends to Follow in 2023Jomer Gregorio
2023 is here and it's time to take your social media marketing strategy to new heights. From Tiktok's domination to the growing popularity of live videos, our article covers the top social media marketing trends you need to know to stand out in this crowded space. Keep your brand ahead of the curve by checking this presentation.
Full blog here - https://whitelabelseoagency.net/top-social-media-marketing-trends-to-follow-in-2023-infographic/
A report by thenetworkone and Kurio.
The contributing experts and agencies are (in an alphabetical order): Megan Encarnacion, Associate Director Social Media & Christopher Dimmock, SVP Integrated Strategy, Abelson Taylor (USA); Ramaa Mosley, CEO Adolescent Content/Youthtellers & Serenity Griffin, Community Manager & Michelle Castillo, Youthteller Consultant &Jola Adeoye, Youthteller Consultant & Sophie Wieters, Youthteller Consultant & Rea Sweets, Youthteller Consultant & Nathalie Alvarez, Youthteller Consultant & Jacob Thompson, Youthteller Consultant § Jadon Velasquez, Youthteller Consultant § Maya Minhas, Youthteller Consultant & Khrystina Warnstadt, Youthteller Consultant, Adolescent Content (USA); Alex Casanovas, Digital Director. Atrevia (ES); Natalie Chaney, Social Strategist, Barrett (USA); Seyi Alawode, Founder & Head of Strategy, CHL (NGA / UK); Eli Williams, Sr. Creative Strategist, Day One Agency (USA); Francesca Trevisan, Strategist, Different (IT); Jide Agbana, Global Product Marketing Manager, Enterfive (US / UK / NGA); Olivia Hussey, Junior Planner, The Hallway (AUS); James Hebbert, Managing Director, Hylink UK (CH / UK); Laura Marzec, Content Strategy at Imagination, part of The Mx Group (USA); Valentina Lagos, Social Media Manager & Felipe "Peluche" León, Digital Director & Mundy Álvarez, Planning Director & Pancho González, CCO, Inbrax (CH); Oana Oprea, Head of Digital Planning, Jam Session Agency (RO); Alix Le Bourgeois, Lead Strategist, JIN (UK/FR); Leigh Tayler, Integrated Strategy Director, Joe Public (SA); Amy Bottrill, Social Account Director, Launch (UK); Gaby Arriaga, Founder of Leonardo1452, Leonardo1452 (MX), Rajesh Mehta, Chief Strategy Officer & Dhruv Gaur, Digital Planning Lead, Medulla (IN); Maira Genovese, Founder and President, MG Empower (UK); Aryana Noorbakhsh, Senior Digital Marketing Executive, Osaka Labs (UK); Timotée Louise Gbaguidi, Digital Communications Director, PIABO (DE); Alexandre Ouairy, Founder and Director, PLTFRM (CN); Daffi Ranandi, Junior Insights Manager, Radarr (SGP); Hannah Nickels, Head Paid & Owned Media Thinker, Thinkerbell (AUS); Allison Lee, Social Team Co-Lead, UltraSuperNew (JP)
Welcome to the B2C Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022.
Our research suggested that, due to work-from-home requirements, content marketing piqued the interest of many who were previously unaware of its power. With more people than ever spending time online, content marketing presented a prime opportunity for businesses to get and stay in front of audiences. Some B2C marketers discovered new audiences altogether.
Short articles and videos were big over the last 12 months with the B2C marketers we surveyed. In addition, expect a lot of B2C investment in video in 2022: 72% forecast investment in this area. Paid media came in a distant second.
Although most B2C marketers reported success with content marketing in the last 12 months, there are still challenges. Respondents said their top two content marketing challenges were creating content that appeals to multi-level roles within the target audience (42%) and internal communication between teams/silos (41%).
If B2C marketers can overcome these challenges, they’ll improve their odds of achieving greater content marketing success in 2022.
Top Social Media Marketing Trends to Follow in 2023Jomer Gregorio
2023 is here and it's time to take your social media marketing strategy to new heights. From Tiktok's domination to the growing popularity of live videos, our article covers the top social media marketing trends you need to know to stand out in this crowded space. Keep your brand ahead of the curve by checking this presentation.
Full blog here - https://whitelabelseoagency.net/top-social-media-marketing-trends-to-follow-in-2023-infographic/
A report by thenetworkone and Kurio.
The contributing experts and agencies are (in an alphabetical order): Megan Encarnacion, Associate Director Social Media & Christopher Dimmock, SVP Integrated Strategy, Abelson Taylor (USA); Ramaa Mosley, CEO Adolescent Content/Youthtellers & Serenity Griffin, Community Manager & Michelle Castillo, Youthteller Consultant &Jola Adeoye, Youthteller Consultant & Sophie Wieters, Youthteller Consultant & Rea Sweets, Youthteller Consultant & Nathalie Alvarez, Youthteller Consultant & Jacob Thompson, Youthteller Consultant § Jadon Velasquez, Youthteller Consultant § Maya Minhas, Youthteller Consultant & Khrystina Warnstadt, Youthteller Consultant, Adolescent Content (USA); Alex Casanovas, Digital Director. Atrevia (ES); Natalie Chaney, Social Strategist, Barrett (USA); Seyi Alawode, Founder & Head of Strategy, CHL (NGA / UK); Eli Williams, Sr. Creative Strategist, Day One Agency (USA); Francesca Trevisan, Strategist, Different (IT); Jide Agbana, Global Product Marketing Manager, Enterfive (US / UK / NGA); Olivia Hussey, Junior Planner, The Hallway (AUS); James Hebbert, Managing Director, Hylink UK (CH / UK); Laura Marzec, Content Strategy at Imagination, part of The Mx Group (USA); Valentina Lagos, Social Media Manager & Felipe "Peluche" León, Digital Director & Mundy Álvarez, Planning Director & Pancho González, CCO, Inbrax (CH); Oana Oprea, Head of Digital Planning, Jam Session Agency (RO); Alix Le Bourgeois, Lead Strategist, JIN (UK/FR); Leigh Tayler, Integrated Strategy Director, Joe Public (SA); Amy Bottrill, Social Account Director, Launch (UK); Gaby Arriaga, Founder of Leonardo1452, Leonardo1452 (MX), Rajesh Mehta, Chief Strategy Officer & Dhruv Gaur, Digital Planning Lead, Medulla (IN); Maira Genovese, Founder and President, MG Empower (UK); Aryana Noorbakhsh, Senior Digital Marketing Executive, Osaka Labs (UK); Timotée Louise Gbaguidi, Digital Communications Director, PIABO (DE); Alexandre Ouairy, Founder and Director, PLTFRM (CN); Daffi Ranandi, Junior Insights Manager, Radarr (SGP); Hannah Nickels, Head Paid & Owned Media Thinker, Thinkerbell (AUS); Allison Lee, Social Team Co-Lead, UltraSuperNew (JP)
Team Samrat Multiventure was established in 2016 with the main objective to serve their services for Training and Development, Travel & Tourism, Website Development and Digital Marketing. Team Samrat Multiventure is one of the fastest growing ventures in the field of service provider activities. We have a dedicated team of young and energetic individuals who put their heart, soul and mind in their respective fields. Our expert team and excellent work ethics has helped us in becoming favorite of our valuable clients.
Local Search in 2023 - Must-Know and Must-Do TacticsBenu Aggarwal
In this session, renowned local experts Greg Sterling, Joy Hawkins, Mike Blumenthal, and Benu Aggarwal shared extremely useful information on local search for 2023. These included various impacts of algorithm updates and effects in 2022 and the role of Google AI in local search. They highlighted the different types of content that will engage users in local search using hyperlocal experience and also they shared other must-have solutions for local search presence within a marketing plan. The deck and webinar video are now available.
ReportGarden’s social media proposal template will provide a comprehensive example to let your client know the workflow with case studies,deliverables etc and explain how your social media strategies like brand promotion, campaigns, engagement, lead generation, will increase the conversion rate while providing a definite timeline for your client.
B2B Lead Generation with Content Marketing // MAN Digital Pitch DeckMAN Digital
MAN Digital is a boutique B2B Digital Agency focusing on B2B Lead Generation with Content Marketing.
WHAT WE DO?
• B2B Lead Generation Strategy
(Workshops, Audit + Strategy)
• Copywriting & Content Marketing
(Content Creation - blogs, webinars, pitch decks, email, video, ebooks, case studies, anything that helps you sell better your product or service)
• Performance Marketing
(LinkedIn Ads, Xing Ads, Google Ads, Quora Ads, Facebook Ads, and RTB)
• Digital Sales
(Marketing & Sales Automation, CRM Implementation, Pitch Decks, Outbound, Analytics, and Reporting )
In short, we do full stack for B2B Lead Generation by building content marketing ( not only blog posts), funnels, sales automation, and conversion rate optimization throughout the buyer's journey.
Our Northstar is to initiate an ideal sales conversation with high quality leads in the B2B space.
Digital Marketing Trends 2023: How to Come Out on Top?Jomer Gregorio
All set to stay ahead of the competition? Check out the latest digital marketing trends for 2023 and learn how to optimize your strategy. Click now to take your marketing game to the next level!
Full blog here - https://digitalmarketingphilippines.com/digital-marketing-trends-2023-how-to-come-out-on-top/
Compiled by Kurio & thenetworkone
The contributing experts and agencies are : Michał Kaliściak, Head of Content & Moderation, 180heartbeats +JUNG v MATT (PL), Kevin Fernandez, Social Media Producer, Adolescent Content (USA), Mar Camps, Digital Director, Atrevia (ES), Emily Ostrowska, Social Strategist, Culture (NZ), Adaobi Ugoago, Senior Creative Strategist, Day One Agency (USA), Silvia Tasso, Senior Digital Strategist & Francesca Trevisan, Digital Strategist, Different (IT), Jemma Parkin, Senior Account Manager, The Hallway (AU), Monika James, General Manager, Healthy Thinking Group Asia (SG), James Hebbert, Managing Director, Hylink UK (CH/UK), Lukas Hardy, Social Media Manager & Pancho González, Chief Creative Officer, Inbrax (CL), Oana Oprea, Head of Digital Planning, Jam Session (RO), Megan Perks, Executive Creative Director, Joe Public United (SA), Amy Bottrill, Social Account Director, Launch (UK), Gaby Arriaga, Founder, Leonardo1452 (MX), Rajesh Mehta, Chief Strategy Officer & Dhruv Gaur, Consultant, Digital Marketing, Medulla Communications (IN), Shannon Osborne, Head of Digital, Osaka Labs (UK), Lucas Florian, Unit Director, PIABO (DE), Kei Obusan, Senior Data and Insights Manager, Radarr (SG), Carol Chan, Managing Director, Comms8 (UK/HK), Presh Hunder, Social Media Manager & Jide Agbana, Product Marketing Manager, Enterfive (US / UK / NRA), Christopher Dimmock, SVP Integrated Strategy, Abelson Taylor (USA)
As a B2B marketer you have some knowledge of digital marketing principles but need to be able to develop and apply this to delivering your overall B2B business objectives. How do you integrate B2B digital marketing? How do you use digital to support B2B branding and awareness campaigns, lead generation and nurturing objectives? How do you roll-out digital marketing to the business during the Covid-19 crisis? After this live webinar you will understand how to:
Use digital marketing at different stages in the B2B customer lifecycle from awareness and early need recognition through to developing business with customers
Integrate digital marketing into existing B2B marketing processes, and how to integrate offline with online to achieve marketing objectives.
Leverage digital marketing and applications to generate and nurture leads, how to create content and how social media can be applied to support B2B business objectives.
Takeaways
B2B digital marketing strategies and how to think strategically
Align B2B digital marketing strategy with business and sales objectives
Identify business customer insights through B2B digital technologies
Find and target B2B customers
Touchpoint mapping across the B2B buyer journey
B2B digital advertising targeting and retargeting
The role of B2B Search Engine Marketing
How to use social media to support B2B business objectives
Learn how to use digital channels for B2B lead generation and nurturing
How to measure digital marketing effectiveness
Practical case studies and examples of best practice B2B digital marketing
About the speaker
Daniël Heerkens is a Dutch entrepreneur and award winning marketer who has been featured on the BBC. He has always been interested in Sustainable Products and Digital Innovation. With previous experience working for FMCG Multinationals (Danone & Royal FrieslandCampina) in The Netherlands, Malaysia and Singapore, he is co-founder & Regional Managing Director at 2Stallions where we works with Fortune 500 companies like AXA, Beko, Ping An, Bosch, CNN, Stanley Black & Decker, Sonos, InterContinental Hotels & Red Bull just to name a few. He volunteers as Marketing & Communications head and Board member at the ADB-DutchCham in Singapore. A permanent resident of Singapore, he has worked and lived in more than 6 countries. He most recently finished a 1500km drive through Iran to explore this unknown country.
Digital Marketing Trends 2023- Shereen BadrShereen Badr
We’re nearing the End of 2022 – that means preparing for your 2023 marketing game plan. Digital marketing topics gaining headlines include video content overtaking traditional web content, rising privacy concerns, and sales funnel marketing morphing. I’ve assembled the digital marketing trends for 2023 from a variety of trusted research sources
Numa era de mudanças organizacionais e perturbações globais sem precedentes, o relatório Global Marketing Trends 2022 apresenta as principais tendências de marketing, fruto dos desafios de negócio que enfrentamos
General digital marketing consulting proposal. This proposal can use as a template for any kind of SEO proposal. You can add more information about any particular industry
Process to create a best digital marketing strategy.
4 Step Process - To Create Best Digital Marketing Strategy for 2018.
Read More: http://www.growthsecrets.in/digital-marketing-strategy/
Step 1 : Define your Goals and Objective of strategy
Step 2:Analyse every area of the business
Step 3:Creating Effective Plan
Step 4:Measure every actions
Read More: http://www.growthsecrets.in/digital-marketing-strategy/
Welcome to the Technology Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022.
The research suggested that due to lockdowns and work-from-home mandates, content marketing piqued the interest of many who were previously unaware of its power. With more people than ever spending time online, content marketing presented a prime opportunity to get and stay in front of audiences.
As in the previous year, nearly one in three technology marketers said their organization was extremely or very successful with content marketing. These marketers, our “top performers,” have certain characteristics that set them apart from their peers (see page 4). Some of the biggest things they do differently than their peers:
◾ Document their content marketing strategy
◾ Do an excellent/very good job demonstrating the ROI of their content marketing initiatives
◾ Prioritize their audience’s informational needs over their organization’s sales message
◾ Differentiate their content from the competition
◾ Nurture subscribers/audiences/leads
No matter how successful they are at content marketing, most respondents plan to invest in video in 2022: 72% of all technology respondents forecast investment in this area followed by investment in events (69%), paid media (65%), and owned-media assets (63%).
And, yes, challenges remain. The top challenges are:
◾ Creating content that appeals to multi-level roles within the target audience
◾ Accessing subject matter experts to create content
◾ Internal communication among teams/silos
These internal challenges point to a greater need for technology marketers to formalize content operations within their organizations.
Discover in this presentation, the digital marketing trends for 2022, a quick review over 2021 trends as well as some of our resources to help you prepare for the next year.
2015 B2B Content Marketing Benchmarks, Budgets, and Trends for North AmericaMarketingProfs
This is the fifth year that MarketingProfs and Content Marketing Institute have put together this report on how marketers use content in their marketing mix. With changes in the industry, the report may look a little different than you remember. Dive in, and enjoy!
B2B Content Marketing 2015 Benchmarks, Budgets & Trends - North America
Hello Content Marketers, Welcome to the fifth annual B2B Content Marketing Benchmarks, Budgets, and Trends—North America report. It’s hard to believe that it’s been five years since we first surveyed marketers on how they use content as part of the marketing mix. Since then, the survey has grown to reach marketers all across the globe. This year, we heard from more than 5,000 marketers—in 25 industries in 109 countries—from for-profit and nonprofit organizations. In this report, you’ll learn how the B2B marketers from North America responded. As you’ll notice, we made some changes to this year’s survey to better reflect how the industry is growing. We added new questions, changed the way we asked some of the prior ones, and even removed a few. We also asked content marketers about the initiatives they’re working on—and the list is long, as you will see… We’re thrilled to be with you on this journey.
Yours in content,
Joe & Ann
Joe Pulizzi
Founder
Content Marketing Institute
Ann Handley
Chief Content Officer
MarketingProfs
Sponsored by Brightcove
Team Samrat Multiventure was established in 2016 with the main objective to serve their services for Training and Development, Travel & Tourism, Website Development and Digital Marketing. Team Samrat Multiventure is one of the fastest growing ventures in the field of service provider activities. We have a dedicated team of young and energetic individuals who put their heart, soul and mind in their respective fields. Our expert team and excellent work ethics has helped us in becoming favorite of our valuable clients.
Local Search in 2023 - Must-Know and Must-Do TacticsBenu Aggarwal
In this session, renowned local experts Greg Sterling, Joy Hawkins, Mike Blumenthal, and Benu Aggarwal shared extremely useful information on local search for 2023. These included various impacts of algorithm updates and effects in 2022 and the role of Google AI in local search. They highlighted the different types of content that will engage users in local search using hyperlocal experience and also they shared other must-have solutions for local search presence within a marketing plan. The deck and webinar video are now available.
ReportGarden’s social media proposal template will provide a comprehensive example to let your client know the workflow with case studies,deliverables etc and explain how your social media strategies like brand promotion, campaigns, engagement, lead generation, will increase the conversion rate while providing a definite timeline for your client.
B2B Lead Generation with Content Marketing // MAN Digital Pitch DeckMAN Digital
MAN Digital is a boutique B2B Digital Agency focusing on B2B Lead Generation with Content Marketing.
WHAT WE DO?
• B2B Lead Generation Strategy
(Workshops, Audit + Strategy)
• Copywriting & Content Marketing
(Content Creation - blogs, webinars, pitch decks, email, video, ebooks, case studies, anything that helps you sell better your product or service)
• Performance Marketing
(LinkedIn Ads, Xing Ads, Google Ads, Quora Ads, Facebook Ads, and RTB)
• Digital Sales
(Marketing & Sales Automation, CRM Implementation, Pitch Decks, Outbound, Analytics, and Reporting )
In short, we do full stack for B2B Lead Generation by building content marketing ( not only blog posts), funnels, sales automation, and conversion rate optimization throughout the buyer's journey.
Our Northstar is to initiate an ideal sales conversation with high quality leads in the B2B space.
Digital Marketing Trends 2023: How to Come Out on Top?Jomer Gregorio
All set to stay ahead of the competition? Check out the latest digital marketing trends for 2023 and learn how to optimize your strategy. Click now to take your marketing game to the next level!
Full blog here - https://digitalmarketingphilippines.com/digital-marketing-trends-2023-how-to-come-out-on-top/
Compiled by Kurio & thenetworkone
The contributing experts and agencies are : Michał Kaliściak, Head of Content & Moderation, 180heartbeats +JUNG v MATT (PL), Kevin Fernandez, Social Media Producer, Adolescent Content (USA), Mar Camps, Digital Director, Atrevia (ES), Emily Ostrowska, Social Strategist, Culture (NZ), Adaobi Ugoago, Senior Creative Strategist, Day One Agency (USA), Silvia Tasso, Senior Digital Strategist & Francesca Trevisan, Digital Strategist, Different (IT), Jemma Parkin, Senior Account Manager, The Hallway (AU), Monika James, General Manager, Healthy Thinking Group Asia (SG), James Hebbert, Managing Director, Hylink UK (CH/UK), Lukas Hardy, Social Media Manager & Pancho González, Chief Creative Officer, Inbrax (CL), Oana Oprea, Head of Digital Planning, Jam Session (RO), Megan Perks, Executive Creative Director, Joe Public United (SA), Amy Bottrill, Social Account Director, Launch (UK), Gaby Arriaga, Founder, Leonardo1452 (MX), Rajesh Mehta, Chief Strategy Officer & Dhruv Gaur, Consultant, Digital Marketing, Medulla Communications (IN), Shannon Osborne, Head of Digital, Osaka Labs (UK), Lucas Florian, Unit Director, PIABO (DE), Kei Obusan, Senior Data and Insights Manager, Radarr (SG), Carol Chan, Managing Director, Comms8 (UK/HK), Presh Hunder, Social Media Manager & Jide Agbana, Product Marketing Manager, Enterfive (US / UK / NRA), Christopher Dimmock, SVP Integrated Strategy, Abelson Taylor (USA)
As a B2B marketer you have some knowledge of digital marketing principles but need to be able to develop and apply this to delivering your overall B2B business objectives. How do you integrate B2B digital marketing? How do you use digital to support B2B branding and awareness campaigns, lead generation and nurturing objectives? How do you roll-out digital marketing to the business during the Covid-19 crisis? After this live webinar you will understand how to:
Use digital marketing at different stages in the B2B customer lifecycle from awareness and early need recognition through to developing business with customers
Integrate digital marketing into existing B2B marketing processes, and how to integrate offline with online to achieve marketing objectives.
Leverage digital marketing and applications to generate and nurture leads, how to create content and how social media can be applied to support B2B business objectives.
Takeaways
B2B digital marketing strategies and how to think strategically
Align B2B digital marketing strategy with business and sales objectives
Identify business customer insights through B2B digital technologies
Find and target B2B customers
Touchpoint mapping across the B2B buyer journey
B2B digital advertising targeting and retargeting
The role of B2B Search Engine Marketing
How to use social media to support B2B business objectives
Learn how to use digital channels for B2B lead generation and nurturing
How to measure digital marketing effectiveness
Practical case studies and examples of best practice B2B digital marketing
About the speaker
Daniël Heerkens is a Dutch entrepreneur and award winning marketer who has been featured on the BBC. He has always been interested in Sustainable Products and Digital Innovation. With previous experience working for FMCG Multinationals (Danone & Royal FrieslandCampina) in The Netherlands, Malaysia and Singapore, he is co-founder & Regional Managing Director at 2Stallions where we works with Fortune 500 companies like AXA, Beko, Ping An, Bosch, CNN, Stanley Black & Decker, Sonos, InterContinental Hotels & Red Bull just to name a few. He volunteers as Marketing & Communications head and Board member at the ADB-DutchCham in Singapore. A permanent resident of Singapore, he has worked and lived in more than 6 countries. He most recently finished a 1500km drive through Iran to explore this unknown country.
Digital Marketing Trends 2023- Shereen BadrShereen Badr
We’re nearing the End of 2022 – that means preparing for your 2023 marketing game plan. Digital marketing topics gaining headlines include video content overtaking traditional web content, rising privacy concerns, and sales funnel marketing morphing. I’ve assembled the digital marketing trends for 2023 from a variety of trusted research sources
Numa era de mudanças organizacionais e perturbações globais sem precedentes, o relatório Global Marketing Trends 2022 apresenta as principais tendências de marketing, fruto dos desafios de negócio que enfrentamos
General digital marketing consulting proposal. This proposal can use as a template for any kind of SEO proposal. You can add more information about any particular industry
Process to create a best digital marketing strategy.
4 Step Process - To Create Best Digital Marketing Strategy for 2018.
Read More: http://www.growthsecrets.in/digital-marketing-strategy/
Step 1 : Define your Goals and Objective of strategy
Step 2:Analyse every area of the business
Step 3:Creating Effective Plan
Step 4:Measure every actions
Read More: http://www.growthsecrets.in/digital-marketing-strategy/
Welcome to the Technology Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022.
The research suggested that due to lockdowns and work-from-home mandates, content marketing piqued the interest of many who were previously unaware of its power. With more people than ever spending time online, content marketing presented a prime opportunity to get and stay in front of audiences.
As in the previous year, nearly one in three technology marketers said their organization was extremely or very successful with content marketing. These marketers, our “top performers,” have certain characteristics that set them apart from their peers (see page 4). Some of the biggest things they do differently than their peers:
◾ Document their content marketing strategy
◾ Do an excellent/very good job demonstrating the ROI of their content marketing initiatives
◾ Prioritize their audience’s informational needs over their organization’s sales message
◾ Differentiate their content from the competition
◾ Nurture subscribers/audiences/leads
No matter how successful they are at content marketing, most respondents plan to invest in video in 2022: 72% of all technology respondents forecast investment in this area followed by investment in events (69%), paid media (65%), and owned-media assets (63%).
And, yes, challenges remain. The top challenges are:
◾ Creating content that appeals to multi-level roles within the target audience
◾ Accessing subject matter experts to create content
◾ Internal communication among teams/silos
These internal challenges point to a greater need for technology marketers to formalize content operations within their organizations.
Discover in this presentation, the digital marketing trends for 2022, a quick review over 2021 trends as well as some of our resources to help you prepare for the next year.
2015 B2B Content Marketing Benchmarks, Budgets, and Trends for North AmericaMarketingProfs
This is the fifth year that MarketingProfs and Content Marketing Institute have put together this report on how marketers use content in their marketing mix. With changes in the industry, the report may look a little different than you remember. Dive in, and enjoy!
B2B Content Marketing 2015 Benchmarks, Budgets & Trends - North America
Hello Content Marketers, Welcome to the fifth annual B2B Content Marketing Benchmarks, Budgets, and Trends—North America report. It’s hard to believe that it’s been five years since we first surveyed marketers on how they use content as part of the marketing mix. Since then, the survey has grown to reach marketers all across the globe. This year, we heard from more than 5,000 marketers—in 25 industries in 109 countries—from for-profit and nonprofit organizations. In this report, you’ll learn how the B2B marketers from North America responded. As you’ll notice, we made some changes to this year’s survey to better reflect how the industry is growing. We added new questions, changed the way we asked some of the prior ones, and even removed a few. We also asked content marketers about the initiatives they’re working on—and the list is long, as you will see… We’re thrilled to be with you on this journey.
Yours in content,
Joe & Ann
Joe Pulizzi
Founder
Content Marketing Institute
Ann Handley
Chief Content Officer
MarketingProfs
Sponsored by Brightcove
B2B Content Marketing Research: Focus on Documenting Your StrategyMadalina Balaban
This reserach - B2B Content Marketing 2015: Benchmarks, Budgets, and Trends — North America, produced by Content Marketing Institute and MarketingProfs and sponsored by Brightcove, reflects the progress our industry is making in exciting new ways.
Welcome to the Enterprise Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022.
The research suggested that, due to lockdowns and work-from-home mandates, content marketing piqued the interest of many who were previously unaware of its power. With more people than ever spending time online, content marketing presented a prime opportunity to get and stay in front of audiences.
As in the previous year, nearly one in three enterprise marketers said their organization was extremely or very successful with content marketing. These marketers, our “top performers,” have certain characteristics that set them apart from their peers (see page 4). A few of the biggest things they do are to differentiate their content and use content collaboration/calendaring/workflow tools.
No matter how successful they are at content marketing, most respondents plan to invest in video in 2022: 72% of all enterprise respondents forecast investment in this area followed by investment in events (62%), paid media (59%), and owned-media assets (55%).
And, yes, challenges remain. The top challenge, which is the same as it was two years ago, is internal communication between teams/silos (57%). It indicates a pressing need to formalize content operations in enterprises that have not yet done so.
A research report of 400 marketers' perspectives, priorities and plans for content distribution and content marketing success. Brought to you by 614 Group and OneSpot
Welcome to our annual Enterprise Content Marketing Benchmarks, Budgets, and Trends report. Here we present the findings from enterprise marketers (those who work in organizations with 1,000+ employees) who replied to our 11th Annual Content Marketing Survey.
At the time of the survey, content marketers had just made it through the first half of 2020. Most reported that their organization made quick changes when the pandemic hit, most notably by changing their targeting/messaging strategy, adjusting their editorial calendar, and changing their content distribution/promotion strategy. The majority (57%) expected to spend about the same on content marketing during the second half of 2020 as they spent in the first half (17% expected a decrease).
Team size hadn’t changed drastically compared with the previous year (48% said it stayed the same); yet, another 35% reported an increase.
Overall, one-third of the enterprise respondents reported high levels of content marketing success. These top performers said the top two factors contributing to that success in the last 12 months were “the value our content provides” (79%) and “website changes” (62%).
Looking forward, 74% of respondents felt the pandemic would have a major or moderate long- term impact on their organization’s overall content marketing success. It will be interesting to see how enterprise marketers rise to the challenges in 2021.
B2B Content Marketing Benchmarks, Budgets & Trends: Insights for 2021MarketingProfs
The 11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends report from MarketingProfs and Content Marketing Institute. In a pandemic world, marketers report that content is more important than ever.
Welcome to the 11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends report. You may notice this year’s report feels different than past years and that’s by design. A year like no other required an approach like no other.
As in past years, we fielded the survey during the summer. We asked many of the same questions as last year but added new ones to see how content marketers were faring several months into the pandemic.
Although the data did not reveal drastic reductions in content marketing resources, many respondents shared in the fill-in comments their challenges of having to do more with less. Others shared their concerns about trying to reach audiences in an overcrowded virtual world.
Nevertheless, one thing stood out: Content marketers are resilient. Most have met the challenges of the pandemic head-on: They’re adapting quickly—and they believe in the value their content provides.
2017 B2C Content Marketing Benchmarks, Budgets, and TrendsMarketingProfs
Our fifth annual B2C content marketing report is here. Sponsored by Hightail, this report shows where B2C marketers will spend their budget, how much budget businesses are allocating to content marketing efforts, and what kind of strategies we will see in 2017.
Our annual content marketing research, with this report focusing on B2C marketers and their content marketing budgets and trends. New questions, an interesting twist to our research, and valuable budgets and trends as we head into 2017 planning season.
Welcome to our annual B2B Content Marketing Benchmarks, Budgets, and Trends—North America report. We’re excited to present you with the findings from our latest content marketing survey.
Content marketing has changed a lot since we launched this research nearly a decade ago. We marketers are still focused on content creation, but our thinking about the audiences for whom we create that content has evolved. So, too, have the ways we distribute, measure, and improve upon our content marketing. Technology has played a big role, along with the knowledge we’ve gained through our content marketing experiences.
As you’ll see in this report, some organizations are more developed than others with their content marketing. But you’ll also recognize your own practices reflected in many of the findings. Where does your company stand? What do you need to get to where you want to be? If you need help, let us know!
There’s one question on every marketer’s mind: “How do I connect?”
We’ve all been seeking connection since the pandemic struck. Stuck at home, working from kitchen tables and converted closets, marketers have been fighting to create and maintain connections with their audiences.
Despite all the upheaval, content remains a tried-and-true way to generate demand. After all, it’s content-driven experiences that build those precious connections, no matter what’s going on in the world outside.
Connection is more important than ever. And as you’ll find out in this report, successful marketers are beginning to make it easier for prospects to purchase at any stage of the buyer’s journey — messages are shifting from why to buy to how to buy.
This has been another tough year. One negative headline after another has drained audiences’ emotional reserves. They need an escape. Marketing content can offer that empathetic, emotionally stirring olive branch they’re searching for.
As you read on, you’ll discover that blogs, podcasts, and videos are the content types that are most effective at the early stages of the buyer’s journey, where brands are fighting to establish customer awareness and audience interest.
The reason is simple: These content types foster connection. They tell a story, they evoke emotion, and they present a face that the audience can relate to. And the strength of the connections that these content types create helps carry buyers through the rest of their journey on a wave of engagement and investment.
In conclusion: Connection lies in content. The last Content Marketing for Demand Generation survey report (2020) talked about creating desire and holding attention. This year, we talk about making it easier for customers to purchase across all stages of the buyer’s journey.
By providing audiences with earnest and engaging content, you can build lasting connections in 2022 and beyond that drive demand to new heights.
Welcome to the Manufacturing Content Marketing Benchmarks, Budgets, and Trends with Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022.
This year’s research suggested that the pandemic awoke a sleeping giant – content marketing, that is. Without in-person events and face-to-face selling, many who had previously paid little attention to content marketing suddenly became aware of its power. More content marketers got a seat at the table and helped keep many businesses on their audiences’ radar. Some discovered new audiences altogether.
Videos and virtual events/webinars were big over the last 12 months with the manufacturing marketers we surveyed. In addition, 85% expect continued investment in video in 2022, making it the top area of predicted investment.
Yet manufacturing marketers continue to face content marketing challenges within their organizations: 51% said they are challenged with creating valuable content instead of sales-oriented content as well as with overcoming the traditional marketing and sales mindset. Fifty percent said they are challenged with accessing subject matter experts to create content. If manufacturing marketers can overcome these challenges, they’ll improve their odds of achieving greater content marketing success in the coming year.
Welcome to Content Marketing Institute’s first Video & Visual Storytelling Survey. In this report, you’ll learn how content marketers are using videos, how they’re getting them produced, where they’re seeing results, and more.
Are you using video strategically? Are you paying as much attention to your video distribution plan as you are to video creation? Are you measuring results to see what works? All are important to overall video marketing success. Here’s to yours!
By day, you’re in the office, cooking up content. By night, you’re in the kitchen, preparing a satisfying meal. But what if we combined the two?
Developing a content marketing strategy is like creating a dinner menu. You start with the basic ingredients and build upon them. You perfect your technique, exercising balance while adding a dash of flavor. And don’t forget, presentation is key. You must distribute and plate your meal beautifully.
So, what are people making and how are they making it? We asked the Content Marketing Institute team to share their favorite content-inspired dishes. Whether you are a first-time cook or a seasoned chef, these recipes will give you new perspective on processes, measurement and ROI, technology, and more. They are definitely ones you want in your repertoire.
We’ve put together the ultimate cookbook for content marketers, filled with tasty (and mildly entertaining) recipes. We hope you enjoy it. Bon appétit!
The 2021 Content Management & Strategy survey gives a snapshot of how marketers use tech to help create, manage, deliver, and scale enterprise content and marketing.
Welcome to our annual Technology Content Marketing Benchmarks, Budgets, and Trends report, based on our latest annual content marketing survey conducted in July 2020.
The study showed that technology marketers, in the throes of adjusting to business changes presented by a global pandemic, put more emphasis on using content marketing to generate demand and leads than they had the previous year. They also were looking more closely at conversion and marketing qualified lead (MQL) metrics to track the performance of their content.
These insights suggest that tech marketers were increasingly called upon to use content marketing for demand and lead generation. It makes sense, then, that their use of virtual events (83%) increased by nine percentage points over the previous year, as virtual relationship-building and selling took a front seat. In addition, livestreaming video finally took off (one-third of all tech respondents—and 53% of those working in large companies—reported using it).
It’s too soon to tell if these will be lasting shifts. Priorities are likely to change again as restrictions caused by the pandemic ease up. We look forward to exploring these topics in our next round of annual content marketing research.
Welcome to our annual B2C Content Marketing Benchmarks, Budgets, and Trends report. Here we present the results from B2C marketers who replied to our 11th Annual Content Marketing Survey. The events of 2020 have certainly reshaped how organizations conduct their marketing. At the time of this survey, content marketers were still reeling from the events that took place during the first half of 2020. As we usher in 2021, we are still facing constant change and uncertainty.
Many B2C marketers reported adjusting quickly when the pandemic hit; perhaps their companies were doubling down on digital, heavily engaging in virtual events, or trying to keep on top of rapidly changing analytics resulting from more people being at home and online. All these scenarios created the need for new content, formats, and strategies.
As we move into 2021 in a world where most gatherings are still limited, direct-to-consumer will continue to drive B2C. Successful B2C marketers will focus on creating content experiences and building relationships in the digital world.
What makes CMWorld special? The people. Our speakers, attendees, and sponsors are smart, witty, and fun to be around. Networking is something we all are wanting right now, and CMWorld Bingo gives you a way to have those conversations that make CMWorld great.
Virtual conferences and events provide new opportunities for you
to showcase your product or service, meet 1:1 with your current
and potential customers, and listen to the needs of the industry. With such a large investment of time, money, and human resources, it’s no surprise that management expects great returns on each event that your company sponsors.
On behalf of the Content Marketing Institute team, we’re all here to help you. We’re ready for exciting experiences, great ROI for sponsors, and new ways for customers to advance the practice of content marketing because of partner relationships built at our events.
Welcome to Technology Content Marketing 2020: Benchmarks, Budgets, and Trends. This report is based on the findings from our 10th annual content marketing survey. Technology marketers continue to make progress with content marketing. Approximately one-third rate their organization’s overall content marketing as extremely or very successful, and 76% report they are much more or somewhat more successful compared with one year ago. What makes them successful? When we look at the top performers, we see they treat content marketing as a strategic business function, craft content thoughtfully, experiment with distribution, and measure their results. They use content marketing not only to create brand awareness and generate leads, but also to build loyalty and subscribed audiences.
When Content Marketing Institute (CMI) first reported on manufacturing in 2014, we noted that manufacturers were later to adopt content marketing than other industries we studied. They’ve certainly come a long way since then.
As you’ll see in this report—based on the results of our 10th annual content marketing survey—manufacturing marketers have become more strategic with their content marketing and are feeling less challenged with communicating complex content. Many are reporting success with their overall approach to content marketing. The ability to craft content for different audiences across various stages of the buyer’s journey—and distribute that content with precision—will be important to continued success in 2020.
Unpredictable algorithm shifts. Falling reach and lower engagement rates. Growing consumer mistrust from fake news and data breaches.
Despite woes like these, people still use social media platforms – and marketers are still drawn to their relationship-building powers. In fact, in 2019 research from Content Marketing Institute and MarketingProfs, 61% of B2B marketers and 69% of B2C marketers say they’ve increased their use of social media for content marketing compared with one year ago.
However, navigating the social media landscape is like entering a dark forest without a map. If you aren’t familiar with the terrain and don’t have a solid plan, you can’t expect to reach your destination, let alone make it out of the woods unscathed.
This guide is full of tools that will help you find the best path to success, from planning your social media explorations, to growing legions of brand fans, to engaging them in meaningful ways.
We’ll cover the top content marketing opportunities in the social sphere, including:
- Landmark locations like Facebook, Twitter, and LinkedIn
- Video viewing-centric channels like YouTube and Twitch
- Streaming media sites like Snapchat Stories and Instagram Stories
- Emerging social platforms like Vero True Social and WeGather Online
Welcome to B2C Content Marketing 2019—Benchmarks, Budgets, and Trends. This report presents the results from the B2C marketers who took our ninth annual content marketing survey.
Our research has consistently shown that creating brand awareness is a top goal for B2C content marketing. However, many of this year’s survey respondents also reported strong concern for using content to solidify existing relationships (see page 13).
Content that can be effective at building loyalty takes many shapes and forms today, for example:
- Videos and social media stories that entertain
- In-person events that create a sense of community and belonging
- Podcasts that inspire
- Live or virtual experiences that evoke emotion
- Articles, guides, newsletters, etc., that provide information
Obviously, the list goes on. The point is, that while driving people to content is critical, giving them reasons to keep coming back will grow long-term success!
What are some of the changes content marketers are likely to encounter over the next 12 months and beyond? Find out what dozens of experts see on the horizon in Content Marketing Institute's 11th annual e-book of content marketing predictions.
Welcome to our ninth annual B2B Content Marketing Benchmarks, Budgets, and Trends—North America report. We surveyed content marketers worldwide about a range of content marketing topics including strategy, audience development, technology proficiency, and content types. This report presents the data from the B2B content marketers in North America.
Although issues such as changes in SEO and social media algorithms are top-of-mind for B2B content marketers, they are accustomed to rapid changes in technology that often enable them to do their jobs faster, with better results. When the process-related components of the content marketer’s job are efficient, time is freed up to better serve the audience, discovering and developing the types of content they truly want and need.
We hope you find this research helpful as you plan for 2019!
It's back! Content Marketing World's annual conference ebook featuring a large number of our incredible speakers offering their insights on content marketing, how to level up and advance, how best to amplify your message and so much more. Check out what your favorite content marketers have to say on these topics and also meet some new faces to CMWorld. CMWorld 2018 is going to be epic - be sure to join us there! Game On!
Greetings Technology Marketers,
Welcome to our annual Technology Content Marketing: Benchmarks, Budgets, and Trends—North America report.
I’m pleased to announce the percentage of technology marketers that reported high levels of overall content marketing
success increased from 24% last year to 31% this year—another 50% reported moderate success. Like last year, nearly 70%
said their organization is much/somewhat more successful with content marketing compared with one year ago.
For a glimpse into how the top-performing content marketers operate, see the chart on page 4. You’ll note that these
marketers report high levels of commitment; document their content marketing strategy; are focused on building audiences;
and are given ample time to produce content marketing results, among other distinguishing factors.
Technology is rapidly changing the processes around content marketing. We look forward to watching how things progress
and reporting back to you again next year.
Interactive content enables you to deliver engaging, educational,differentiated content experiences. Discover what other marketersare learning and start your climb.
Connected, interactive content experiences deliver more trusted data, and more measurable results. Original research illuminates how marketersare making big, beautiful music.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
2. 2
Content Marketing: A strategic marketing approach
focused on creating and distributing valuable,
relevant, and consistent content to attract and retain
a clearly defined audience—and, ultimately, to drive
profitable customer action.
Success: Achieving your organization’s desired/
targeted results.
All Respondents: B2B content marketers, all of whom
indicated they are a content marketer, involved with the
content marketing function, and/or someone to whom
content marketing reports, either directly or indirectly.
Most Successful (aka Top Performers) and Least
Successful: The “most successful” are those who
characterize their organization’s overall content
marketing approach as extremely or very successful
(Top 2). The “least successful” characterize their
organization’s approach as minimally or not at all
successful (Bottom 2). See page 10.
TABLE OF CONTENTS
m INTRODUCTION................................................................................ 3
m B2B CONTENT MARKETING TOP PERFORMERS AT A GLANCE........ 4
m STRATEGY, OPINIONS & OVERALL SUCCESS.................................... 5
m TEAM STRUCTURE & OUTSOURCING............................................. 11
m CONTENT CREATION & DISTRIBUTION.......................................... 20
m METRICS & GOALS........................................................................... 33
m BUDGETS & SPENDING................................................................... 39
m LOOKING FORWARD....................................................................... 44
m CLOSING THOUGHTS – BY ROBERT ROSE....................................... 49
m KEY TAKEAWAYS.............................................................................. 51
m METHODOLOGY............................................................................... 53
m ABOUT............................................................................................. 54
LISA MURTON BEETS
Research Director & Report Author, CMI
ANN HANDLEY
Chief Content Officer, MarketingProfs
STEPHANIE STAHL
General Manager, CMI
ROBERT ROSE
Chief Strategy Advisor, CMI
KIM MOUTSOS
VP Content, CMI
JOSEPH “JK” KALINOWSKI
Creative Director, CMI
AMIE CANGELOSI
Marketing Director, CMI
KAREN SCHOPP
Account Manager, CMI
3. 3
INTRODUCTION
Welcome to the 12th Annual Content Marketing
Benchmarks, Budgets, and Trends: Insights for
2022 report. What a year it has been.
This edition of our report looks back on the last
12 months and includes expectations for 2022.
Throughout, you will see quotes from the many rich,
qualitative responses we received to the question
“What did the pandemic change most about your
organization’s content marketing strategy/approach?”
In all, 75% of respondents took the time to answer this
question and we are ever so grateful. What amazing
insights it yielded!
The key theme that emerged was this: The pandemic
awoke a sleeping giant – content marketing, that is.
Without in-person events and face-to-face selling,
many who had previously paid little attention to
content marketing suddenly became aware of its
power. More content marketers got a seat at the table
and helped keep many businesses on their audiences’
radar. Some discovered new audiences altogether.
The research also confirmed what many of us already
knew: Content marketers are some of the fiercest
business pros around. In the most difficult of times,
they get the job done – and many come through more
creative and stronger than before.
Congratulations, content marketers, for a job well
done in the most difficult of times. Our entire team
salutes you!
3
4. 4
Most Successful All Respondents Least Successful
Has a documented content marketing strategy 62% 40% 11%
Characterizes their content marketing as sophisticated/mature 71% 40% 5%
Has two or more full-time employees dedicated to content marketing 54% 43% 17%
Outsources content marketing activities 57% 50% 36%
Uses content creation/calendaring/collaboration/workflow tools 83% 73% 50%
Uses a content management system (CMS) 60% 49% 40%
Measures content performance 90% 75% 39%
Characterizes team’s ability to demonstrate ROI for content marketing initiatives
as excellent/very good
64% 36% 8%
Spends 50% or more of total marketing budget on content marketing 32% 22% 8%
Expects 2022 content marketing budget to increase over 2021 75% 66% 61%
Strongly/somewhat agrees:
Organization values creativity and craft in content creation and production 92% 80% 63%
Organization provides customers with a consistent experience across their journey 81% 60% 30%
Uses content marketing successfully to:
Build loyalty with existing customers/clients 78% 60% 34%
Nurture subscribers/audiences/leads 64% 49% 23%
Generate sales/revenue 57% 42% 22%
How B2B Content Marketing Top Performers* Describe Their Organization – At a Glance
TOP PERFORMERS
Chart term definitions: A top performer (aka “most successful”) is a respondent who characterizes their organization’s overall content marketing approach as extremely or very successful. The “least successful” characterize their organization’s
approach as minimally or not at all successful.
Base: Content marketers.
12th Annual Content Marketing Survey: Content Marketing Institute/MarketingProfs, July 2021
6. 6
STRATEGY, OPINIONS & OVERALL SUCCESS
For some, 2020 was the year of quickly adapting their content
marketing strategy. For others, it was the year to finally
develop one.
“The pandemic made us create a strategy. Getting attention got
way harder, and we had to adapt. We built an SEO strategy and a
content marketing strategy on that, as well as a new website, and
are seeing improvement in our results,” one respondent said.
Others found their companies finally paying attention to content
marketing:
“The pandemic forced us to start content marketing and add
marketing as a focus. We were previously very sales oriented.”
“The pandemic reinforced the importance of our content marketing
strategy. The commitment to content marketing is now company-
wide and there is increased collaboration between the sales and
marketing team.”
73% OF RESPONDENTS HAVE A CONTENT MARKETING STRATEGY.
“Before the pandemic, my company did not have a marketing
presence at all. I was brought in to revamp the look and feel of a tired,
industrial B2B company and introduce new strategies to assist in sales
development. We have now completed a rebrand and are looking at
expanding our marketing presence even further.”
“Content marketing became more essential during the pandemic.
Due to a decrease in revenue, we weren’t pursuing paid advertising.
With restrictions and wanting to ensure the health and safety of
our team and clients, we had few in-person meetings. Content
marketing helped us stay in front of people digitally.”
Companies became more empathetic
About half of respondents (51%) agreed that over the last year it
had become increasingly difficult to capture audiences’ attention.
To combat that, many adjusted the tone of their marketing.
“We increased our empathy toward our audience and found them
to be more receptive.”
“We stayed in touch with customers with tips for helping their staff
and patients. We offered more uplifting and educational marketing,
positioned ourselves as a partner, and focused on helping rather
than selling.”
“We had to be more thoughtful about the topics we were covering,
as well as the target audiences we were approaching. Our core
audience is healthcare professionals, so we had to cover topics they
cared about rather than talking about what WE thought they cared
about (and risk appearing tone-deaf).”
6
continued on next page
7. 7
STRATEGY, OPINIONS & OVERALL SUCCESS
58% SAID THEIR CONTENT MARKETING STRATEGY IS
MODERATELY OR SLIGHTLY DIFFERENT NOW VS. PRE-PANDEMIC.
“We understood that digital does not exist without real life.
We are now working on more ‘daily and authentic content’ for
brand awareness and trust. Selling will be the last step, not
the first one.”
Success was mostly attributed to value content provides
Nearly a third (29%) of respondents said their organizations were
extremely or very successful with content marketing in the last 12
months – a figure that’s in line with what we find every year with
this research. Most of those marketers (74%) said the value their
content provides was the top factor.
29% SAID THEIR ORGANIZATIONS WERE EXTREMELY OR VERY
SUCCESSFUL WITH CONTENT MARKETING IN THE LAST 12
MONTHS – A FIGURE THAT’S IN LINE WITH WHAT WE FIND
EVERY YEAR WITH THIS RESEARCH.
“We changed the way we write,” one respondent said. “More
empathy and less hard sell. We don’t want to kick people when
they’re down. If your only objective is to force someone down
your journey or path, you should find another job. Give more
and take less!”
8. 8
77% reported that their organization has a content marketing strategy. Of those, 58% said their strategy is
moderately or slightly different now versus pre-pandemic.
Percentage of B2B Marketers
With a Content Marketing Strategy
22%
40%
5%
33%
■ Yes, and it is documented
■ Yes, but it is not documented
■ No, but plan to within 12 months
■ No, with no plans
Base: B2B content marketers.
11th Annual Content Marketing Survey:
Content Marketing Institute/MarketingProfs, July 2020
Difference in B2B Content Marketing Strategy
Now Vs. Pre-Pandemic
4%
6%
3%
15%
36%
14%
22%
■ Extremely different
■ Very different
■ Moderately different
■ Slightly different
■ Not different at all
■ Unsure
■ We didn’t have a content
marketing strategy one year ago
Base: Content marketers whose organizations
have a content marketing strategy.
12th Annual Content Marketing Survey:
Content Marketing Institute/MarketingProfs, July 2021
STRATEGY, OPINIONS & OVERALL SUCCESS
9. 9
Most content marketers said their organizations value creativity and craft in content creation and production.
Over the last year, many have been asked to do more with the same resources. Half of all respondents said it has
become increasingly difficult to capture their audience’s attention.
STRATEGY, OPINIONS & OVERALL SUCCESS
B2B Marketers’ Opinions About Content Marketing in Their Organizations
(Strongly/Somewhat Agree)
92%
66%
81%
45%
80%
67%
60%
51%
63%
60%
30%
60%
0 20 40 60 80 100
m Most successful
m All respondents
m Least successful
Base: Content marketers whose organizations have a content marketing strategy.
12th Annual Content Marketing Survey: Content Marketing Institute/MarketingProfs, July 2021
Our organization values creativity and
craft in content creation and production.
Over the last year, our content team has been
asked to do more with the same resources.
Our organization provides customers with a consistent
experience across their engagement journey.
Over the last year, it has become increasingly
difficult to capture our audience’s attention.
Base: Content marketers who answered each statement.
12th Annual Content Marketing Survey: Content Marketing Institute/MarketingProfs, July 2021
10. 10
29% of respondents said their organization was extremely or very successful with content marketing in the last 12 months.
The top contributing factor was the value their content provides.
The organization’s size had little impact on overall success. For example, 27% of those from small companies reported
high levels of success, as did 30% of those from large companies.
STRATEGY, OPINIONS & OVERALL SUCCESS
How B2B Marketers Rate Their
Organization’s Overall Level of
Content Marketing Success in Last 12 Months
14%
25%
4%
3%
55%
■ Extremely successful
■ Very successful
■ Moderately successful
■ Minimally successful
■ Not at all successful
Base: Content marketers.
12th Annual Content Marketing Survey: Content
Marketing Institute/MarketingProfs, July 2021
Base: Content marketers who said their organizations were extremely/
very successful with content marketing.
12th Annual Content Marketing Survey: Content Marketing Institute/
MarketingProfs, July 2021
Factors Contributing to B2B Content Marketing
Success in Last 12 Months
74%
59%
52%
44%
43%
36%
18%
2%
0 20 40 60 80
The value our content provides
Website changes
Adapting to changes brought forth by pandemic
Strategy changes
Search rankings
Changing buyer/consumer behaviors
Changing our products/services
Other
12. 12
12
TEAM STRUCTURE & OUTSOURCING
As we’ve found in past years, many organizations have small or one-
person content marketing teams serving the entire organization.
Large companies (1,000+ employees) are the exception.
67% AGREED THAT, OVER THE LAST YEAR, THEIR CONTENT TEAM
HAD BEEN ASKED TO DO MORE WITH THE SAME RESOURCES.
How does the work get done? The data suggests that many companies
are both outsourcing content marketing work and asking internal
staff with other responsibilities to take on more. However, those who
have dedicated internal content marketing resources tend to be more
successful with content marketing.
“The pandemic slowed things down for us,” one respondent said. “We
were going to hire support for content, but we haven’t been able to. So,
we’re doing more with less/the same and it’s tricky.”
Outsourcing trends
In a consistent year-over-year trend, around half of all surveyed used
outsourcing. The percentage was higher for large companies and lower
among the least successful. It makes sense that the least successful are
doing more content marketing work in-house, as many from that group
are in the early phases of content marketing maturity and may be laying
the foundations internally before seeking outside help.
Regarding large companies, 61% indicated last year that they outsourced.
This year, the figure was up to 75%. This suggests that in the early phase
of the pandemic large companies pulled the reins back on outsourcing
but are now back to the practice. In fact, more large companies are
outsourcing now than in 2019 (75% vs. 71%).
THE DATA SUGGESTS THAT DURING THE THICK OF THE PANDEMIC,
LARGE COMPANIES PULLED THE REINS BACK A BIT ON OUTSOURCING
BUT ARE NOW BACK TO THE PRACTICE … MORE LARGE COMPANIES
ARE OUTSOURCING NOW THAN IN 2019 (75% VS. 71%).
Reinforcing this, 40% of respondents said budget issues were a top
challenge when seeking outsourced content marketing help – down
from 51% the previous year. The top challenge? Finding partners with
adequate topical expertise (65%), which was also the top challenge the
previous year.
Where the content came from
Many organizations did whatever it took to keep the content coming:
“We created a dedicated cross-functional task force team to pump out
content regularly to keep up with changing COVID issues related to our
customers. This team spent 25-50% of their time doing this which made us
the leader in our industry.”
continued on next page
13. 13
“OUR CONTENT MARKETING TEAM WAS BUILT DURING THE
PANDEMIC AND GREW FROM ONE TO THREE PEOPLE — ALL FULL-
TIME REMOTE, EVEN AFTER ‘RETURN TO OFFICE.’”
“We work in the clinical trial space, so we were extremely busy with a VERY
small team. We had new products that we developed and promoted in
response to the pandemic that were not on our roadmap. We were also in
the middle of redoing our website and suddenly had to pivot and add a lot
more information that was not originally planned/budgeted for. The shift to
virtual events/tradeshow was also a very big lift for us.”
“Our company increased its respect for our messaging strategy and
content marketing efforts, though it also demanded more from our small
team. I had to take a seat at more tables and collaborate more across the
company to put together the most valuable content possible.”
“Our content marketing team was built during the pandemic and grew from
one to three people — all full-time remote, even after ‘return to office.’”
Some faced staff reductions
But it wasn’t all rosy. Others lamented the reduction in staff:
“Our budget was significantly reduced overall and remains that way. We also
had to lay off employees, so we don’t have the time to develop a full-blown
strategy.”
“Less content marketing and social media management was being produced/
maintained due to a reduction in staff and working hours per week.”
“The pandemic hit our marketing team resources (furlough, leaves, etc.) and
put new hires on ice.”
“Our executive team did not approve most marketing efforts. It seemed like
we were pushing for sales during a terrible time. All budget was pulled for
activities. The ones that remained brought minimal effort and low results.
This was against my professional recommendation to continue marketing to
keep leads coming in.”
Others took on more work
In some verticals, companies saw business increase:
“We support data centers and edge computing. The increase in work
from home and data use led to a booming market with many different
technologies. Our company is investing in more R&D and creating new
products in adjacent markets. This means our content team has had to
understand new technologies, find new SMEs, and understand new target
personas. There was no Netflix bingeing for us. We have been running since
March 13, 2020 and will be running for a while.”
TEAM STRUCTURE & OUTSOURCING
continued on next page
14. 14
TEAM STRUCTURE & OUTSOURCING
“OUR CONTENT TEAM HAS HAD TO UNDERSTAND NEW
TECHNOLOGIES, FIND NEW SMES, AND UNDERSTAND NEW TARGET
PERSONAS. THERE WAS NO NETFLIX BINGEING FOR US. WE HAVE
BEEN RUNNING SINCE MARCH 13, 2020 AND WILL BE
RUNNING FOR A WHILE.”
“For whatever strange reason, we were the busiest we’ve ever been during
the pandemic, so we’ve focused more on better content processes and
finding the right staff to do the work.”
One respondent mentioned the challenges presented by people leaving
companies and new talent coming in:
“A LOT of people changed jobs during the pandemic, so one of the biggest
changes is that content teams are new right now — and being new to an
organization comes with a learning curve to become an SME in that brand,
even if you’re a content marketing veteran.
“Figuring out how content was measured by your predecessor vs. how you
want to do it takes time, not to mention a content audit of what exists vs.
creating a calendar of what’s to come.
“This is all normal, but I think it’s more widespread now than ever before.
There are SO many new hires on big-tech marketing teams right now that
institutional knowledge is gone for a lot of folks and/or we’re just trying
things that haven’t been done before,” they continued. “Similarly, there
are a lot of new hires in other departments that I lean on as SMEs, so they
are figuring it out right alongside me.”
15. 15
TEAM STRUCTURE & OUTSOURCING
Most organizations have small (or one-person) marketing/content marketing teams serving the entire organization
(58%). Large organizations are most likely to have both centralized groups and individual teams working throughout
the organization (37%).
All Respondents
Small
(1-99 Employees)
Medium
(100-999 Employees)
Large
(1,000+ Employees)
We have a centralized content marketing group that works with
multiple brands/products/departments throughout the organization.
21% 0% 29% 27%
Each brand/product/department has its own content marketing team. 6% 1% 6% 15%
Both of the above — We have a centralized group and individual
teams throughout the organization.
16% 6% 14% 37%
We have a small (or one-person) marketing/content marketing team
serving the entire organization.
58% 78% 52% 20%
Base: Content marketers.
12th Annual Content Marketing Survey: Content Marketing Institute/MarketingProfs, July 2021
B2B Organizations’ Content Marketing Team Structure
16. 16
TEAM STRUCTURE & OUTSOURCING
Medium- and large-sized companies tend to have bigger teams, often in the two- to five-employee range.
B2B Organizations’ Content Marketing Team Size
(Full-Time/Dedicated to Content Marketing)
All Respondents
Small
(1-99 Employees)
Medium
(100-999 Employees)
Large
(1,000+ Employees)
11+ 4% .5% 1% 15%
6-10 6% 2% 8% 11%
2-5 33% 22% 45% 41%
1 26% 33% 23% 15%
0 (no one is full time, dedicated) 32% 43% 23% 17%
Base: Content marketers.
12th Annual Content Marketing Survey: Content Marketing Institute/MarketingProfs, July 2021
17. 17
TEAM STRUCTURE & OUTSOURCING
The most successful content marketers are more likely than all respondents to have more internal content marketing
resources and to outsource.
Most Succesful All Respondents Least Succesful
Zero full-time employees dedicated to content marketing 19% 32% 58%
One full-time employee dedicated to content marketing 27% 26% 26%
Two or more full-time employees dedicated to content marketing 54% 43% 17%
Outsources content marketing activities 57% 50% 36%
Base: Content marketers.
12th Annual Content Marketing Survey: Content Marketing Institute/MarketingProfs, July 2021
B2B Organizations’ Content Marketing Team Size & Outsourcing
(By Success)
18. 18
TEAM STRUCTURE & OUTSOURCING
Half of all respondents said their organization outsources at least one content marketing activity, with large
companies being the most likely to outsource.
Two years ago, 71% of respondents from large companies said they outsourced, compared with 61% the previous
year. The figure is back up again, and even higher than two years ago (75% vs. 71%).
Does Your B2B Organization Outsource
Any Content Marketing Activities?
All Respondents
Small
(1-99 Employees)
Medium
(100-999 Employees)
Large
(1,000+ Employees)
Yes 50% 37% 54% 75%
No 50% 63% 46% 25%
Base: Content marketers.
12th Annual Content Marketing Survey: Content Marketing Institute/MarketingProfs, July 2021
19. 19
TEAM STRUCTURE & OUTSOURCING
The top challenge for B2B marketers who outsource is finding partners with adequate topical expertise (65%).
The percentage of those who indicated that budget issues are a challenge decreased to 40% compared with 51%
the previous year.
Top 5 Challenges When Seeking
Outsourced B2B Content Marketing Help
65%
41%
40%
31%
26%
25%
19%
14%
7%
0 20 40 60 80
Finding partners with adequate topical expertise
Finding partners who understand/can empathize with our audience
Budget issues
Lack of clear return on investment (ROI) metrics
Finding partners who can provide adequate strategic advice
Lack of integration with our organization’s process/tools
Finding partners who consistently deliver on time
Lack of comprehensive solutions from one partner
Other
Base: Content marketers who outsourced at least one content marketing activity. Aided list; up to five responses permitted.
12th Annual Content Marketing Survey: Content Marketing Institute/MarketingProfs, July 2021
21. 21
CONTENT CREATION & DISTRIBUTION
One thing that changed during work-from-home was collaboration. It
makes sense that 73% of respondents indicated they used content
creation/calendaring/collaboration/workflow tools, which represented a
big increase over the previous year (58%).
“Our use of internal technology changed,” one respondent said. “Working
100% virtually improved our skills and mindset about collaborating across
the world; however, it sometimes hindered informal collaboration that
can take place when on site. We saw the increased promotion of higher-
level content and helpful, useful content for customers and less focus on
product feature promotions — something we’ll continue.”
Others noted:
“The planning process got harder. The content produced was relatively the
same but planning with team members changed.”
“The time spent caring for family, team, daily logistics ate into work time.”
Virtual events and webinars take center stage
The types of content that marketers were creating changed, too — the
most obvious example was the shift from in-person events to virtual
events, which took center stage (virtual events/webinars/online courses
were rated the content type that produced the best content marketing
results in the last 12 months).
Webinars also took the top spot when we asked which video formats
produced the best results (51% said webinars/webcasts/web series, with
interviews with industry experts coming in at a distant second at 36%).
VIRTUAL EVENTS/WEBINARS/ONLINE COURSES WERE RATED
AS THE CONTENT TYPE THAT PRODUCED THE BEST CONTENT
MARKETING RESULTS IN THE LAST 12 MONTHS. WEBINARS ALSO
TOOK THE TOP SPOT WHEN WE ASKED WHICH VIDEO FORMATS
PRODUCED THE BEST RESULTS.
The pandemic prompted many marketers to try new things. “We
developed less static content and more interactive and animated content
formats,” one said.
“It gave us time to try things that we may not have before,” another noted.
“We created some content that had only been ideas previously.”
Distribution also changes
Some respondents noted they began producing more content during the
pandemic and distributing it across more and different channels:
“We began generating content on a more frequent basis and exploring new
channels in which to distribute the content”.
continued on next page
22. 22
22
CONTENT CREATION & DISTRIBUTION
“We came to a fundamental understanding that our customers are
consuming content in more channels than we imagined.”
“We did more outbound sales calls and increased webinar frequency to once
per month. Previously we did only whitepapers and blog content.”
“WE BEGAN GENERATING CONTENT ON A MORE FREQUENT BASIS
AND EXPLORING NEW CHANNELS IN WHICH TO DISTRIBUTE THE
CONTENT.”
“We began paying more attention to social media platforms as well as
blogging platforms from the traditional offline marketing techniques. This
resulted in increased user retention, a hike in pageviews, and more.”
As several respondents said, the pandemic made content marketers
rethink how much content they deliver. We heard from many who cut back
on quantity to focus on quality.
“When everything went to digital there was an onslaught of emails,
podcasts, and webcasts. We forced ourselves to be much more thoughtful
in what we were putting out there, and if it wasn’t highly relevant to what
was going on at that moment in time, we didn’t produce and distribute.
“Our audiences did not have time to read evergreen content,” they
continued. “We tried to be highly relevant in the moment, providing
insight from our perspective on ONLY the topics where we could provide
meaningful, actionable insight.”
23. 23
The most successful marketers were more likely than all respondents to prioritize the audience’s informational needs,
differentiate their content from the competition, and craft content based on specific stages of the buyer’s journey.
Concepts B2B Marketers Always/Frequently Take Into Account While
Creating Content for Their Organization
87%
78%
62%
68%
59%
45%
41%
32%
17%
0 20 40 60 80 100
m Most successful
m All respondents
m Least successful
Prioritize the audience’s informational needs over your
organization’s sales/promotional message.
Differentiate your content from the competition.
Craft content based on specific stages
of the buyer’s journey.
Base: Content marketers who answered each statement.
12th Annual Content Marketing Survey: Content Marketing Institute/MarketingProfs, July 2021
CONTENT CREATION & DISTRIBUTION
24. 24
CONTENT CREATION & DISTRIBUTION
The top technologies B2B organizations use to assist with content marketing are analytics tools (83%), social media
publishing/analytics (80%), email marketing software (75%), and content creation/calendaring/collaboration/
workflow tools (73%).
Technologies B2B Organizations Use to
Assist With Content Marketing
83%
80%
75%
73%
53%
49%
34%
23%
22%
4%
0 20 40 60 80 90
Analytics tools (e.g., web analytics, dashboards)
Social media publishing/analytics
Email marketing software
Content creation/calendaring/collaboration/workflow
Customer relationship management (CRM) system
Content management system (CMS)
Marketing automation system (MAS)
Content distribution platform
Content performance/recommendation analytics
Other
Base: Content marketers. Aided list; multiple responses permitted.
12th Annual Content Marketing Survey: Content Marketing Institute/MarketingProfs, July 2021
25. 25
CONTENT CREATION & DISTRIBUTION
90% of respondents used short articles/posts for content marketing purposes in the last 12 months.
The most successful content marketers were more likely than all respondents to have used:
Case studies.....................................................73% vs. 61%
E-books/white papers.....................................67% vs. 56%
Long articles/posts..........................................62% vs. 49%
Research reports..............................................40% vs. 29%
Content Assets B2B Marketers Created/Used in Last 12 Months
90%
66%
64%
61%
57%
56%
49%
29%
29%
19%
19%
17%
2%
0 20 40 60 80 100
Short articles/posts (less than 3,000 words)
Videos
Virtual events/webinars/online courses
Case studies
Infographics/charts/data viz/3D models
E-books/white papers
Long articles/posts (more than 3,000 words)
Podcasts
Research reports
In-person events
Livestreaming content
Print magazines or books
None of the above
Base: Content marketers. Aided list; multiple responses permitted.
12th Annual Content Marketing Survey: Content Marketing Institute/MarketingProfs, July 2021
26. 26
CONTENT CREATION & DISTRIBUTION
Respondents said virtual events/webinars/online courses produced the best results for their content marketing in the last
12 months (58%) — those who are most successful agreed (66%).
Long articles/posts stood out as an area where those who are most successful reported better results than respondents
overall (43% vs. 32%).
B2B Content Assets That Produced the Best Results in Last 12 Months
58%
48%
48%
47%
39%
38%
37%
32%
27%
25%
23%
22%
0 10 20 40 50 60
Virtual events/webinars/online courses
Research reports
Short articles/posts (less than 3,000 words)
E-books/white papers
Case studies
Videos
In-person events
Long articles/posts (more than 3,000 words)
Infographics/charts/data viz/3D models
Livestreaming content
Podcasts
Print magazines or books
Note: Respondents were shown a display list of the content types they used in the last 12 months and asked,
“Which content assets produced the best results for your content marketing in the last 12 months? (Select all that apply.)”
Base: Content marketers who use each content asset listed. Multiple responses permitted.
12th Annual Content Marketing Survey: Content Marketing Institute/MarketingProfs, July 2021
27. 27
CONTENT CREATION & DISTRIBUTION
Among the video formats they used, respondents said webinars/webcasts/web series produced the best content
marketing results in the last 12 months (51%).
B2B Video Formats That Produced the Best Results in Last 12 Months
51%
36%
33%
20%
14%
13%
11%
9%
7%
10%
0 10 20 40 50 60
Webinars/webcasts/web series
Interviews with industry experts
How-to videos
About our company
About our customers
First-look product overviews
Industry research/analyst reports
Interactive video
In-depth product reviews
Other
Base: Content marketers who used videos in the last 12 months. Aided list; multiple responses permitted.
12th Annual Content Marketing Survey: Content Marketing Institute/MarketingProfs, July 2021
28. 28
CONTENT CREATION & DISTRIBUTION
In addition to using their organization’s website to distribute content in the last 12 months, more than 50% of
respondents used blogs, email newsletters, and email.
Owned-Media Platforms B2B Marketers Used to
Distribute Content in Last 12 Months
90%
76%
69%
68%
28%
22%
12%
12%
8%
5%
0 20 40 60 80 100
Their organization’s website
Blog
Email newsletter
Email (other than newsletter)
Microsite (e.g., resource center)
Their organization’s branded online community
Digital magazine
Online learning platform
Mobile app
Other
Base: Content marketers. Aided list; multiple responses permitted.
12th Annual Content Marketing Survey: Content Marketing Institute/MarketingProfs, July 2021
29. 29
CONTENT CREATION & DISTRIBUTION
About half of respondents (52%) used media/public relations and speaking/presenting at events to distribute content in the
last 12 months.
The most successful content marketers were more likely than all respondents to have used:
Media/public relations.................................................64% vs. 52%
Guest posts/articles in third-party publications.........54% vs. 43%
Guest spots...................................................................46% vs. 32%
Organic (Nonpaid) Platforms B2B Marketers Used to
Distribute Content in Last 12 Months
52%
52%
43%
33%
32%
22%
15%
7%
13%
0 10 20 30 40 50 60
Media/public relations
Speaking/presenting at events
Guest posts/articles in third-party publications
Collaborative social spaces
Guest spots
Influencer partnerships
Listening platforms
SMS/text messages
None of the above
Base: Content marketers. Aided list; multiple responses permitted.
12th Annual Content Marketing Survey: Content Marketing Institute/MarketingProfs, July 2021
30. 30
CONTENT CREATION & DISTRIBUTION
LinkedIn is the organic social media platform that B2B content marketers used the most and the one they said
produced the best results.
Base: Content marketers. Aided list; multiple responses permitted.
12th Annual Content Marketing Survey: Content Marketing Institute/MarketingProfs, July 2021
Base: Content marketers who used the nonpaid social media platforms listed to
distribute content in the last 12 months.
12th Annual Content Marketing Survey: Content Marketing Institute/Marketing Profs, July 2021
Organic (Nonpaid) Social Media Platforms B2B Marketers Used
to Distribute Content in Last 12 Months
93%
80%
71%
60%
56%
11%
8%
0 20 40 60 80 100
LinkedIn
Facebook
Twitter
YouTube
Instagram
Pinterest
Medium
B2B Organic (Nonpaid) Social Media Platforms
That Produced Best Results in Last 12 Months
(Top 5)
77%
37%
27%
21%
17%
0 20 40 60 80
LinkedIn
Facebook
Instagram
YouTube
Twitter
Other paid social media platforms used in last 12 months:
Clubhouse (5%), Quora (5%), TikTok (5%), Reddit (4%),
Discord (2%), Snapchat (2%), Twitter Spaces (2%), Other (3%),
and None (2%).
31. 31
CONTENT CREATION & DISTRIBUTION
Among the respondents whose organizations used paid content distribution channels, 77% used social media
advertising/promoted posts.
Do You Use Paid Methods
to Promote Content?
19%
81%
■ Yes
■ No
Over the Last 12 Months, How Has
Your Spending on Paid Content
Distribution Channels Evolved?
31%
16%
9%
45%
■ Increased
■ Stayed the same
■ Decreased
■ Unsure
Base: Content marketers. Aided list; multiple responses permitted.
12th Annual Content Marketing Survey: Content Marketing Institute/Marketing Profs, July 2021
Paid Content Distribution Channels
B2B Marketers Used in Last 12 Months
77%
65%
49%
39%
31%
5%
0 20 40 60 80
Social media advertising/promoted posts
Search engine marketing (SEM)/ pay-per-click
Sponsorships (e.g., events, booths, workshops)
Native advertising/sponsored content
(not including social media platforms)
Partner emails promoting our content
Other
32. 32
CONTENT CREATION & DISTRIBUTION
Among the 77% of respondents who used paid social media platforms, the majority chose LinkedIn (75%) and
Facebook (69%), which they also said produced the best results.
Base: Content marketers who used social media platforms for paid content promotion in the
last 12 months. Aided list; multiple responses permitted.
12th Annual Content Marketing Survey: Content Marketing Institute/Marketing Profs, July 2021
Base: Content marketers who used the social media platforms listed for paid content
promotion in the last 12 months. Multiple responses permitted.
12th Annual Content Marketing Survey: Content Marketing Institute/Marketing Profs, July 2021
Paid Social Media Platforms B2B Content Marketers
Used in Last 12 Months (Top 5)
75%
69%
22%
30%
19%
0 20 40 60 80
LinkedIn
Facebook
Instagram
Twitter
YouTube
B2B Paid Social Media Platforms That
Produced Best Results in Last 12 Months (Top 5)
79%
54%
36%
33%
28%
0 20 40 60 80
LinkedIn
Facebook
YouTube
Instagram
Twitter
Other paid social media platforms used in last 12 months:
Pinterest (3%), Reddit (2%), TikTok (2%), Quora (1%), Snapchat
(1%), and Other (3%).
34. 34
METRICS & GOALS
Three out of four respondents (75%) said their organization measures
content performance. Those who measure said website engagement
(69%), conversions (67%), website traffic (65%), and email engagement
(64%) provided the most insight into B2B content performance in the last
12 months.
According to one respondent, “The pandemic has made it possible to
show the longer-term ROI of each content investment as we focused on
optimizing, improving, and distributing content we already had to increase
engagement AND conversions across the buyer journey.”
And while leads didn’t provide the highest levels of insight, numerous
respondents mentioned that the number of leads was down, but lead
quality had improved:
“Work-from-home forced us to do more webinars instead of live events,
which ended up increasing our actual audience 10x. And not a junk audience
either, but a relevant audience that we weren’t reaching before.”
“Before COVID, 50% of our leads came from in-person events. We’ve had to
double down on focusing on email marketing, SEO, SEM, and emails. Things
are slower, yes, but the quality of leads is quite high.”
“WORK-FROM-HOME FORCED US TO DO MORE WEBINARS INSTEAD
OF LIVE EVENTS, WHICH ENDED UP INCREASING OUR ACTUAL
AUDIENCE 10X. AND NOT A JUNK AUDIENCE EITHER, BUT A
RELEVANT AUDIENCE THAT WE WEREN’T REACHING BEFORE.”
The most successful surpass their peers in several key areas
Regarding goals, all respondents were using content marketing
successfully to create brand awareness. The most successful stood apart
in three key areas:
• Building loyalty with existing clients and customers (78% vs. 60%)
• Nurturing subscribers/audiences/leads (64% vs. 49%)
• Generating sales/revenue (57% vs. 42%)
For more ways the top performers stood out, see page 38.
35. 35
METRICS & GOALS
75% of respondents said their organization measures content performance. Among those, 69% said website
engagement provided the most insight into performance.
Does Your B2B Organization
Use Metrics to Measure
Content Performance?
16%
75%
9%
■ Yes
■ No
■ Unsure
Base: Content marketers.
12th Annual Content Marketing Survey: Content
Marketing Institute/Marketing Profs, July 2021
Base: Content marketers who measure content performance. Aided list; multiple responses permitted.
12th Annual Content Marketing Survey: Content Marketing Institute/Marketing Profs, July 2021
Metrics That Have Provided Most Insight Into
B2B Content Performance in Last 12 Months
69%
67%
65%
64%
51%
44%
39%
32%
30%
26%
2%
0 20 40 60 80
Website engagement
Conversions
Website traffic
Email engagement
Social media analytics
Quality of leads
Search rankings
Email subscriber numbers
Quantity of leads
Cost to acquire a lead, subscriber, and/or customer
Other
36. 36
METRICS & GOALS
Among the 75% of respondents who measured content performance, 36% indicated they’re doing an excellent or
very good job.
How B2B Marketers Characterize Their Teams’
Ability to Demonstrate Content Marketing ROI
51%
28%
10%
8%
2%
1%
■ Excellent
■ Very good
■ Average
■ Below average
■ Poor
■ Unsure
Base: Content marketers who measure content performance. Aided list.
12th Annual Content Marketing Survey: Content Marketing Institute/Marketing Profs, July 2021
Excellent — We have measurement data
showing ROI on overall content marketing
approach.
Very good — We have measurement
data showing ROI on at least one content
marketing initiative with well-informed
insights in other areas.
Average — We have well-informed insights,
but lack measurement data showing ROI.
Below average — We have only speculative
insights at this point.
Poor — We have little insight into what works
and what doesn’t.
37. 37
METRICS & GOALS
As we’ve found in past years, B2B marketers say the top three goals content marketing helps them achieve are creating brand
awareness, building credibility/trust, and educating the audience.
This page shows topline results. The next page shows how the top performers set themselves apart.
Goals B2B Marketers Have Achieved by Using
Content Marketing Successfully in Last 12 Months
(All Respondents)
80%
75%
70%
60%
60%
49%
47%
42%
42%
37%
2%
0 20 40 60 80
Create brand awareness
Build credibility/trust
Educate audience(s)
Build loyalty with existing clients/customers
Generate demand/leads
Nurture subscribers/ audiences/leads
Drive attendance to one or more in-person or virtual events
Generate sales/revenue
Support the launch of a new product
Build a subscribed audience
None of the above
Base: Content marketers. Aided list; multiple responses permitted.
12th Annual Content Marketing Survey: Content Marketing Institute/Marketing Profs, July 2021
38. 38
METRICS & GOALS
Most respondents were successful with using content marketing to create brand awareness. However, a much higher percentage of the most
successful said they met the following goals in the last 12 months:
Build loyalty with existing clients and customers (78% vs. 60%)
Nurture subscribers/audiences/leads (64% vs. 49%)
Generate sales/revenue (57% vs. 42%)
Build credibility and trust (88% vs. 75%)
Build a subscribed audience (50% vs. 37%)
Drive attendance to one or more in-person or virtual events (60% vs. 47%)
Generate demand/leads (72% vs. 60%)
Most Successful All Respondents Least Successful
Create brand awareness 88% 80% 63%
Build credibility/trust 88% 75% 47%
Educate audience(s) 80% 70% 48%
Build loyalty with existing clients/customers 78% 60% 34%
Generate demand/leads 72% 60% 36%
Nurture subscribers/audience/leads 64% 49% 23%
Drive attendance to one or more in-person or virtual events 60% 47% 24%
Generate sales/revenue 57% 42% 22%
Support the launch of a new product 47% 42% 31%
Build a subscribed audience 50% 37% 14%
None of the above 0% 2% 12%
Goals B2B Marketers Have Achieved by Using
Content Marketing Successfully in Last 12 Months
(Most Successful vs. All vs. Least Successful)
Base: Content marketers. Aided list; multiple responses permitted.
12th Annual Content Marketing Survey: Content Marketing Institute/Marketing Profs, July 2021
40. 40
BUDGETS & SPENDING
Sixty-four percent of respondents said they were familiar with their
company’s content marketing budget. Of those, 22% said they spend
50% or more of their total marketing budget on content marketing.
Forty-three percent said their 2021 content marketing budget increased
over 2020 spending levels.
Investment expected to grow
Sixty-six percent of respondents with knowledge of their budgeting
process — and 75% of those who were most successful — expect their
2022 content marketing budget to increase over their 2021 budget.
66% OF RESPONDENTS WITH KNOWLEDGE OF THEIR BUDGETING
PROCESS – AND 75% OF THE MOST SUCCESSFUL – EXPECT THEIR
2022 CONTENT MARKETING BUDGET TO INCREASE OVER THEIR
2021 BUDGET.
Investment in events is expected to increase as follows:
In-person events
In a post-COVID-vaccine business environment, investment is expected to
increase in in-person events (52%).
Hybrid events
Investment in hybrid events is expected to increase (39%) more so than
stay the same (29%), even though 18% do not use hybrid events at all.
Digital events
Regarding digital events, many marketers appear to want to stay the
course (41% say spending will stay the same), although 33% plan to
increase spending.
Note: The percentage of those expecting to increase spending in each
area above did not differ among the most successful, all respondents, and
least successful respondents.
According to one respondent, “We have more online engagement with
customers, and live webinars are more successful and well attended. We
have more budget because tradeshows are canceled and they’re very
expensive.”
41. 41
BUDGETS & SPENDING
64% of respondents said they had knowledge of their company’s content marketing budget. Of those, 22% said they
spent 50% or more of their total marketing budget on content marketing.
Do You Have Knowledge of
Your Organization’s Budget/Budgeting
Process for Content Marketing?
36%
64%
■ Yes
■ No
Base: Content marketers.
12th Annual Content Marketing Survey: Content Marketing Institute/Marketing Profs, July 2021
Base:Contentmarketerswhoknowtheirorganizations’budget/budgetingprocessforcontentmarketing.Aidedlist.
12th Annual Content Marketing Survey: Content Marketing Institute/Marketing Profs, July 2021
Percentage of Total Marketing Budget Spent
on B2B Content Marketing
3%
6%
13%
17%
26%
16%
14%
5%
0 20 40 60
100%
75%-99%
50%-74%
25%-49%
10%-24%
5%-9%
1%-4%
0%
42. 42
BUDGETS & SPENDING
43% said their 2021 content marketing budget increased over 2020 levels.
66% expect their 2022 content marketing budget to increase over their 2021 budget.
How 2021 B2B Content Marketing Budget
Compares with 2020
42%
11%
4%
43%
■ Increased
■ Stayed the same
■ Decreased
■ Unsure
How B2B Content Marketing Budget
Will Change in 2022 Compared with 2021
7%
2%
1%
20%
46%
24%
■ Increase more than 9%
■ Increase 1%-9%
■ Stay the same
■ Decrease 1%-9%
■ Decrease more than 9%
■ Unsure
Base: Content marketers who know their organizations’ budget/budgeting process
for content marketing. Aided list.
12th Annual Content Marketing Survey: Content Marketing Institute/Marketing
Profs, July 2021
Base: Content marketers who know their organizations’ budget/budgeting process
for content marketing. Aided list.
12th Annual Content Marketing Survey: Content Marketing Institute/Marketing
Profs, July 2021
43. 43
In a post-COVID-vaccine business environment, investment is expected to increase in in-person events (52%).
Investment in hybrid events is expected to increase (39%) more so than stay the same (29%), even though 18% do not use
hybrid events at all.
Regarding digital events, many marketers appear to want to stay the course (41% say spending will stay the same), although 33% plan
to increase spending.
Increase Stay the same Decrease
Will be a
new area of
investment
Do not/will
not use
Digital/virtual events 33% 41% 16% 3% 7%
In-person events 52% 21% 15% 4% 8%
Hybrid events 39% 29% 5% 9% 18%
Base: Content marketers. Aided list.
12th Annual Content Marketing Survey: Content Marketing Institute/MarketingProfs, July 2021
How B2B Organizations’ Investment Will Change in Following Areas Post-Vaccine
BUDGETS & SPENDING
45. 45
LOOKING FORWARD
It was interesting to see that internal communication is no longer the
top content marketing challenge. Rather, the top challenge this year
is creating content that appeals to multi-level roles within the target
audience. This makes sense considering the crowded online environment
that so many marketers are now working in, as well as the number of
people who changed jobs over the last 18 months.
As our annual research has shown, the second top challenge — accessing
subject matter experts to create content — has been an ongoing issue for
content marketers for several years.
Content marketing areas of importance in 2021/2022
The top four content marketing-related areas that marketers said would
be most important to their organizations in 2021 and 2022 were:
Changes to SEO/search algorithms (62%)
Data management/analytics (50%)
Content marketing as a revenue center (44%)
Changes to social media algorithms (42%)
Algorithms have been named a top concern in our past research, but
data management/analytics has overtaken that in importance. That’s not
surprising, considering the proliferation of big data and the business shift
to a virtual working and buying environment.
THE TOP TWO CONTENT MARKETING-RELATED AREAS OF
INVESTMENT FOR 2022 ARE EXPECTED TO BE VIDEO (69%)
AND EVENTS (DIGITAL, IN-PERSON, HYBRID) AT 61%.
Areas of content marketing investment in 2022
The top content marketing-related area of investment for 2022 is expected
to be video (69%). This makes sense, as business has shifted online, and
marketers look for new/more ways to tell compelling stories to capture
and keep audience attention. It’s also unsurprising that we see expected
continued investment in events (61%), owned media assets (57%), and
paid media (55%) — the top four areas by a long shot (see page 48).
46. 46
LOOKING FORWARD
B2B Organizations’ Current Content Marketing Challenges
44%
42%
38%
36%
36%
36%
35%
31%
30%
28%
27%
9%
7%
9%
1%
0 10 20 30 40 50
Creating content that appeals to multi-level roles within the target audience
Accessing subject matter experts to create content
Internal communication between teams/silos
Creating valuable content instead of sales-oriented content
Differentiating our products/services from the competition
Overcoming traditional marketing and sales mindset
Difficulty in reaching target audience(s)
Consistency with messaging
Ability to be agile when change is needed
Technology integration
Accommodating for a long decision-making process
The shift to virtual selling necessitated by working from home
Government/legal regulations
Other
No challenges
Base: Content marketers. Aided list; multiple responses permitted.
12th Annual Content Marketing Survey: Content Marketing Institute/Marketing Profs, July 2021
Respondents said their top two content marketing challenges were creating content that appeals to multi-level roles and accessing
subject matter experts to create content.
47. 47
LOOKING FORWARD
Content Marketing-Related Areas That Will Be Most Important to
B2B Organizations in 2021/2022
62%
50%
44%
42%
21%
21%
15%
9%
6%
6%
0 20 40 60 80
Changes to SEO/search algorithms
Data management/analytics
Content marketing as a revenue center
Changes to social media algorithms
Data privacy/regulations
Voice/audio (e.g., social audio, voice search)
Artificial intelligence
Content security (e.g., HTTPS encryption)
Other
None of the above
Base: Content marketers. Aided list; multiple responses permitted.
12th Annual Content Marketing Survey: Content Marketing Institute/Marketing Profs, July 2021
Changes to SEO/search algorithms (62%) and data management/analytics (50%) are top-of-mind for B2B content marketers
in 2021/2022.
48. 48
LOOKING FORWARD
Areas of B2B Content Marketing Investment in 2022
69%
61%
57%
55%
39%
38%
33%
32%
31%
29%
22%
20%
9%
5%
2%
2%
0 20 30 40 50 60 80
Video
Events (digital, in-person, hybrid)
Owned-media assets
Paid media
Social media management/community building
Earned media
Content distribution
Getting to know audiences better
Content marketing technologies
User experience (UX) design
Staffing/human resources
Audio-related content
Experiential campaigns
Data privacy solutions
Other
None of the above
Base: Content marketers. Aided list; multiple responses permitted.
12th Annual Content Marketing Survey: Content Marketing Institute/Marketing Profs, July 2021
More than half of all respondents predicted 2022 investment in video, events, owned-media assets, and paid media.
49. 49
CLOSING THOUGHTS
As we mentioned in the beginning
of this report, the pandemic has
awakened a sleeping giant (content
marketing, that is). Our research points
to transformational shifts to make
content marketing an ever more important part of the
integrated marketing mix.
But what can go unnoticed is the dangers that lurk when
we’re so close. There’s a wonderful scene in the movie
Indiana Jones and the Last Crusade when the rich investor,
Walter Donovan, is trying to convince Indy to go after the
Holy Grail. He says, “We’re on the verge of completing a
quest that began almost two thousand years ago. We’re
just one step away.”
Indy responds, “That’s usually when the ground falls out
from underneath your feet.”
In today’s modern business, everyone creates content —
from the web team to the marketing automation/demand-
gen team to the content marketing team, sales, agencies,
executives, even frontline account representatives. It’s
probably easier to count who DOESN’T create content-
driven experiences for customers these days.
But we must realize that this explosive trend is actually the
awakened giant. And our attempts to slay the giant require
us to develop a content marketing strategy. Without a
strategy, an inconsistent voice and inability to measure
success make our failure imminent.
But don’t over-correct and let the ground fall out from
underneath you.
THE GIANT IS AWAKE!
By Robert Rose, Chief Strategy Advisor, CMI
continued on next page
50. 50
When businesses create a content strategy, there is a
tendency to limit the production of content and remove
the voices of all frontline managers. We centralize the
“storytelling” function, and not only centralize the creation
of the voice but the expression of it as well.
What happens? Increasingly we see companies creating
much more consistent and customer-centric sets
of content. They get their voice and story back. But
unfortunately they remove their best storytellers – the
rest of the business – from telling it. And as a friend of
mine who was cut from a huge Hollywood movie once told
me, “It’s hard to be excited about a story that you were
removed from telling.”
My advice?
A scalable, successful, and differentiating content
marketing strategy will help you more easily create,
manage, activate, and measure digital content. You
will define success by how well the content marketing
strategy empowers everybody on the front line (sales,
account reps, executives, and even accounting and legal)
to tell your stories – and the best “next stories – to your
audience.
A strategic content marketing operation isn’t the
storyteller of the business. It enables everyone else to be
the storytellers.
Remember: It’s your story — don’t forget that you need
everyone to tell it well.
CLOSING THOUGHTS
51. KEY TAKEAWAYS
The pandemic prompted new strategies to capture
audience attention.
Half of all respondents said it had become increasingly difficult to capture
their audience’s attention in the last 12 months. Many marketers shifted to
digital marketing and online selling. In addition, many said they adopted a
more empathetic tone toward their audiences. See pages 6 and 9.
Small teams are still the norm.
Our annual research consistently finds that most organizations have
small (or one-person) marketing/content marketing teams serving
the entire organization (58%). Indeed, many content marketers are
spread thin: 67% said their team was asked to do more with the same
resources in the last 12 months. See pages 9 and 15.
Outsourcing budgets appear to have freed up a bit –
the biggest outsourcing challenge was finding
partners with topical expertise.
Among those who outsource at least one content marketing
activity, 40% said budget issues were a challenge compared with
51% the previous year, indicating more budget for outsourcing. The
top challenge for those who outsource was finding partners with
adequate topical expertise (65%) — a compelling reason to hire
employees who can learn the company’s products and market and/or
to hold on tightly to quality freelancers. See pages 18 and 19.
Virtual events and webinars produced the best results.
Respondents said that among the content types they use, virtual
events/webinars/online courses produced the best results in the last
12 months (58%) — the most successful agreed (66%). Webinars also
came out on top as the type of video format that produced the best
results. See pages 26 and 27.
Most marketers successfully used content marketing
to create brand awareness, build credibility/trust,
and educate audiences.
Creating brand awareness (80%), building credibility/trust (75%), and
educating audiences (70%) were the top goals respondents achieved
by using content marketing in the last 12 months. Top performers
surpassed their peers in several areas at achieving content marketing
goals. See pages 37 and 38.
Marketers spent more on paid content promotion.
Forty-five percent of respondents said their spending on paid
channels increased in the last 12 months. Of those who used paid
content promotion, 77% used social media advertising/promoted
posts. The top two platforms where they’re spending? LinkedIn (75%)
and Facebook (69%). See pages 31 and 32.
51
52. Content marketing budgets grew — and are expected
to continue to grow.
Forty-three percent of respondents who are familiar with their
company’s content marketing budget said their 2021 budget
increased over 2020. Furthermore, 66% expected their 2022 content
marketing budget to increase over their 2021 budget. See page 42.
Investment in events is expected to increase in 2022.
Fifty-two percent said they expected to increase investment in in-
person events, 39% in hybrid events, and 33% in digital events. See
page 43.
Creating content that appeals to multi-level roles
replaced internal communication as the top content
marketing challenge.
While communication is still a challenge (38%), creating content that
appeals to multi-level roles within the target audience (44%) and
accessing subject matter experts to create content (42%) are now the
top two challenges. Why? It could be because more marketers are
using content collaboration tools (73%). In addition, there have been
numerous job changes over the last 18 months. See pages 14, 24, and 46.
Changes to SEO/search algorithms and data
management/analytics are top-of-mind issues
in 2021/2022.
Concerns about algorithms (62%) are nothing new — they’ve been a
top area of importance in our past annual studies as well. This year,
data management/analytics (50%) came in as the second top area.
This makes sense in a digital sales environment and as data becomes
more important to organizations in general. See page 47.
In addition to spending more on events, marketers
expect more investment in videos, owned-media
assets, and paid media in 2022.
We asked respondents which areas of content marketing they expect
their organizations to invest in during 2022. The top four answers
were videos (69%), events (61%), owned-media assets (57%), and paid
media (55%). See page 48.
52
KEY TAKEAWAYS
53. 53
METHODOLOGY & DEMOGRAPHICS
The 12th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights 2022 report was produced by Content Marketing Institute (CMI) and MarketingProfs and sponsored by ON24.
The online survey, from which the results of this report were generated, was emailed to a sample of marketers using lists from CMI and MarketingProfs.
A total of 1,275 recipients from around the globe — representing a range of industries, functional areas, and company sizes — replied to the survey during July 2021.
This report presents the findings from the 810 respondents who indicated:
Their organization is a for-profit company, primarily selling products/services to businesses (B2B) or businesses and consumers (B2B+B2C)
They are a content marketer, involved with the content marketing function, and/or someone to whom content marketing reports.
Note: Use caution when comparing this report’s findings to past years, as our methodology changed slightly. For the last several years, one of our qualifying criteria was that the respondent’s
company had used content marketing for at least one year. This year, we enabled respondents whose companies have not been using content marketing for at least one year (9% of the B2B pool) to
complete the survey. We also broadened the respondent pool to include worldwide respondents rather than those from North America only.
SOPHISTICATED
Providing accurate measurement to the business, scaling across the organization
MATURE
Finding success, yet challenged with integration across the organization
ADOLESCENT
Have developed a business case, seeing early success, becoming more sophisticated with
measurement and scaling
YOUNG
Growing pains, challenged with creating a cohesive strategy and a measurement plan
FIRST STEPS
Doing some aspects of content, but have not yet begun to make content marketing a process
B2B Respondent Profile by
Organization’s Content Marketing
Maturity Level
31%
30%
23%
7% 9%
■ Sophisticated
■ Mature
■ Adolescent
■ Young
■ First Steps
B2B Industry Classification Size of B2B Company (by Employees)
B2B Content Marketing Job Function
■ Small (10-99 employees)
■ Micro (1to9employees)
■ Medium (100-999 employees)
■ Large (1,000+ employees)
■ Marketing management
■ Content creation/content management
■ Senior leadership (e.g., CEO, owner, CMO, VP, GM)
■ Marketing operations
■ Advertising/PR/communications management
■ Other
14%
■ Technology/IT/software/hardware
■ Agency (content marketing, advertising, digital, PR))
■ Manufacturing
■ Consulting
■ Professional services
■ Financial services/banking/insurance
■ Healthcare/med/pharma/life sciences
■ Publishing/media
■ Other
26%
12%
21%
8%
9%
9%
5%
5%
5% 20%
25%
30%
25%
32%
27%
26%
5%
4% 6%
B2B Company (by Location)
78%
12%
7%
1% 1% 1%
■ North America
■ Europe
■ Asia
■ Africa
■ Australia
■ South America
54. 54
Thanks to the survey participants, who made this research possible, and to everyone who helps disseminate these
findings throughout the content marketing industry.
About Content Marketing Institute
Content Marketing Institute is the leading global content marketing education and training organization, teaching enterprise brands how to attract and retain customers
through compelling, multichannel storytelling. CMI’s Content Marketing World event, the largest content marketing-focused event, is held every fall in Cleveland, Ohio,
and ContentTECH Summit event is held every spring in San Diego, California. CMI publishes Chief Content Officer for executives and provides strategic consulting and
content marketing research for some of the best-known brands in the world. Watch this video to learn more about CMI. Content Marketing Institute is organized by
Informa Connect.
About Informa Connect
Informa Connect is a specialist in content-driven events and digital communities that allow professionals to meet, connect, learn, and share knowledge. We operate
major branded events in Marketing, Global Finance, Life Sciences and Pharma, Construction and Real Estate, and in a number of other specialist markets and connect
communities online year-round.
About MarketingProfs
MarketingProfs has been fueling the success of marketers at some of the world’s most iconic brands since 2000—first through webinars, newsletters, and other content;
then world-class training; and best-in-class consulting services.
The products and delivery have evolved, yet throughout we have been laser-focused on helping marketers and their teams set priorities, solve problems, and fuel
business growth.
We focus also on something equally important: Helping marketers do work they’re proud of.
Learn why 700,000+ marketers rely on MarketingProfs as their partner in Marketing. Our clients speak for themselves. Find out how we can help you at
MarketingProfs.com.
About ON24
ON24 provides a leading cloud-based digital experience platform that makes it easy to create, scale, and personalize engaging experiences to drive measurable business
growth. Today, we are helping over 1,900 companies worldwide, including 3 of the 5 largest global technology companies, 4 of the 5 largest US Banks, 3 of the 5 largest
global healthcare companies, and 3 of the 5 largest global industrial manufacturing companies, convert millions of prospects to buyers. Through interactive webinars,
virtual events, and always-on multimedia experiences, ON24 provides a system of engagement, powered by AI, which enables businesses to scale engagement,
conversions, and pipeline to drive revenue growth. The ON24 platform supports an average of 4 million professionals a month totaling over 2.5 billion engagement
minutes per year. ON24 is headquartered in San Francisco with global offices in North America, EMEA, and APAC. For more information, visit ON24.com.
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