This document summarizes the key findings of a survey of B2B content marketers in North America. It finds that having a documented content marketing strategy is linked to higher effectiveness. While 70% of marketers create more content than a year ago, measurement remains a challenge. LinkedIn and search engine marketing are the most used distribution channels. Marketers want to learn more about measurement, ROI, and marketing automation.
Research shows that marketers from large companies (1,000 employees) use more content marketing tactics and outsource content creation more frequently than their peers do. Learn more about how enterprise marketers approach content marketing.
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.
Greetings Marketers,
Welcome to B2C Content Marketing Benchmarks, Budgets, and Trends—North America. This is the companion report to the B2B research we released in September 2017. The data presented in both reports was generated from our eighth annual content marketing survey. One of our key observations this year is that while B2C marketers reported slightly higher levels of overall content marketing success compared with last year, there was a decrease among those who agreed their organization has realistic expectations about what content marketing can achieve. A documented content marketing strategy can help, as it sets expectations for what teams should prioritize; yet, only 38% of B2C marketers reported having one.
Our annual research has consistently shown that those who document their content marketing strategy get better results than those who don’t. Another important key to success is an efficient workflow process (page 4 shows how top-performing B2C marketers rate their project management flow and other distinguishing characteristics that set them apart from their peers). We hope these research findings will be helpful as you consider which content marketing priorities to focus on in the year ahead.
Presentation from Joe Pulizzi from the Content Marketing Institute on 10 ways to fix your content and 10 tactical tips to implement within your content marketing strategy.
Research shows that marketers from large companies (1,000 employees) use more content marketing tactics and outsource content creation more frequently than their peers do. Learn more about how enterprise marketers approach content marketing.
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.
Greetings Marketers,
Welcome to B2C Content Marketing Benchmarks, Budgets, and Trends—North America. This is the companion report to the B2B research we released in September 2017. The data presented in both reports was generated from our eighth annual content marketing survey. One of our key observations this year is that while B2C marketers reported slightly higher levels of overall content marketing success compared with last year, there was a decrease among those who agreed their organization has realistic expectations about what content marketing can achieve. A documented content marketing strategy can help, as it sets expectations for what teams should prioritize; yet, only 38% of B2C marketers reported having one.
Our annual research has consistently shown that those who document their content marketing strategy get better results than those who don’t. Another important key to success is an efficient workflow process (page 4 shows how top-performing B2C marketers rate their project management flow and other distinguishing characteristics that set them apart from their peers). We hope these research findings will be helpful as you consider which content marketing priorities to focus on in the year ahead.
Presentation from Joe Pulizzi from the Content Marketing Institute on 10 ways to fix your content and 10 tactical tips to implement within your content marketing strategy.
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.
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!
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.
There is a huge opportunity for marketers to get more from the content they’re developing. That’s the conclusion the Content Marketing Institute (CMI) research team came to after
conducting its first-ever content management and strategy survey.
Our team surveyed 411 marketers from the CMI audience to learn how they manage content within their organizations. Read on to see the results.
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.
Interactive content enables you to deliver engaging, educational,differentiated content experiences. Discover what other marketersare learning and start your climb.
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!
B2B Content Marketing 2018 - Benchmarks, Budgets & Trends - North America MarketingProfs
Our annual content marketing research with new insights useful for 2018 budget planning and benchmarketing. This new report focuses on business-to-business (B2B) marketers and their content marketing benchmarks, budgets, and trends.
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.
A 2019 Content Marketing System for B2B Companieswww.chelsei.com
In this presentation, I look at how to write a whitepaper and turn it into 35+ pieces of additional content for your marketing team. From one writer's perspective, this is a way for your B2B company to make an impact and see impressive results from content marketing in 2019.
2020 B2B Content Marketing Trends and BudgetsTheia Marketing
Here are the top content marketing trends in the B2B space for 2020. We look at organic vs. paid distribution and content marketing budgets vs. ROI on content.
[Research] The State of B2B Marketing TrainingMarketingProfs
Only 19% of B2B marketers feel very prepared for their future in marketing.
Yikes.
And only 31% feel their team is very effective in their roles. A quarter don’t think everyone on their team has a basic understanding of marketing.
A third feel burned out. And two-thirds are seeking new job opportunities.
Double, triple, quadruple (!) yikes.
These are among the key findings of the inaugural MarketingProfs State of B2B Marketing Training Report.
So what’s going on? And more importantly, how can marketing reverse these trends in 2022? (And beyond.)
Our data (and experience) shows that marketing teams are participating in training. But it’s not helping them be as effective in their roles as it should, and it’s not helping them feel confident about their future.
In other words: Offering team access to training is a good thing. But access alone just isn’t enough.
Our data shows that how marketing organizations train their teams directly impacts how prepared marketers feel. And there are many specific, actionable things marketing leaders can do to move teams from where they are… to where they need to be.
Read on to learn what the “state of the state” is in B2B marketing training.
But more importantly, learn from the marketers who are doing things a bit differently and feeling more prepared. The end of the report outlines the specific steps Marketing leaders can take right now to future-proof their own teams.
Connected, interactive content experiences deliver more trusted data, and more measurable results. Original research illuminates how marketersare making big, beautiful music.
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.
Don't leave your sales force behind gooding communications groupElizabeth Gooding
Printers are investing in new technology, which is good news for the industry. For printers to gain the most from their new investment they must plan for the impact on sales processes, compensation plan and the need for enhanced marketing support for B2B sales.
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
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!
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.
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!
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.
There is a huge opportunity for marketers to get more from the content they’re developing. That’s the conclusion the Content Marketing Institute (CMI) research team came to after
conducting its first-ever content management and strategy survey.
Our team surveyed 411 marketers from the CMI audience to learn how they manage content within their organizations. Read on to see the results.
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.
Interactive content enables you to deliver engaging, educational,differentiated content experiences. Discover what other marketersare learning and start your climb.
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!
B2B Content Marketing 2018 - Benchmarks, Budgets & Trends - North America MarketingProfs
Our annual content marketing research with new insights useful for 2018 budget planning and benchmarketing. This new report focuses on business-to-business (B2B) marketers and their content marketing benchmarks, budgets, and trends.
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.
A 2019 Content Marketing System for B2B Companieswww.chelsei.com
In this presentation, I look at how to write a whitepaper and turn it into 35+ pieces of additional content for your marketing team. From one writer's perspective, this is a way for your B2B company to make an impact and see impressive results from content marketing in 2019.
2020 B2B Content Marketing Trends and BudgetsTheia Marketing
Here are the top content marketing trends in the B2B space for 2020. We look at organic vs. paid distribution and content marketing budgets vs. ROI on content.
[Research] The State of B2B Marketing TrainingMarketingProfs
Only 19% of B2B marketers feel very prepared for their future in marketing.
Yikes.
And only 31% feel their team is very effective in their roles. A quarter don’t think everyone on their team has a basic understanding of marketing.
A third feel burned out. And two-thirds are seeking new job opportunities.
Double, triple, quadruple (!) yikes.
These are among the key findings of the inaugural MarketingProfs State of B2B Marketing Training Report.
So what’s going on? And more importantly, how can marketing reverse these trends in 2022? (And beyond.)
Our data (and experience) shows that marketing teams are participating in training. But it’s not helping them be as effective in their roles as it should, and it’s not helping them feel confident about their future.
In other words: Offering team access to training is a good thing. But access alone just isn’t enough.
Our data shows that how marketing organizations train their teams directly impacts how prepared marketers feel. And there are many specific, actionable things marketing leaders can do to move teams from where they are… to where they need to be.
Read on to learn what the “state of the state” is in B2B marketing training.
But more importantly, learn from the marketers who are doing things a bit differently and feeling more prepared. The end of the report outlines the specific steps Marketing leaders can take right now to future-proof their own teams.
Connected, interactive content experiences deliver more trusted data, and more measurable results. Original research illuminates how marketersare making big, beautiful music.
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.
Don't leave your sales force behind gooding communications groupElizabeth Gooding
Printers are investing in new technology, which is good news for the industry. For printers to gain the most from their new investment they must plan for the impact on sales processes, compensation plan and the need for enhanced marketing support for B2B sales.
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
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!
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!
Our annual content marketing research with new insights useful for 2019 budget planning and benchmarking. This new report focuses on business-to-business (B2B) marketers and their content marketing benchmarks, budgets, and trends.
Our annual content marketing research, providing new information and insights on the state of B2C content marketing in 2020. This report focuses on business-to-consumer (B2C) marketers and their content marketing benchmarks, budgets, and trends.
MANUFACTURING CONTENT MARKETING 2019 Benchmarks, Budgets, and Trends Andrew Flynn
Welcome to our Manufacturing Content Marketing 2019—
Benchmarks, Budgets, and Trends 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 marketers who work in manufacturing organizations.
B2C Content Marketing 2018 - Benchmarks, Budgets & Trends - North America MarketingProfs
Our annual content marketing research with new insights useful for 2018 budget planning and benchmarketing. This new report focuses on business-to-consumer (B2C) marketers and their content marketing benchmarks, budgets, and trends.
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
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.
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 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!
Throughout this report, you’ll see how technology marketers have changed their content
marketing practices over the last year and how they compare with the overall sample of B2B
marketers who completed our annual content marketing survey
B2B Technology Content Marketing Benchmarks Budgets and Trends North AmericaRajkumar Seo
This report presents the findings fr om the 420
respondents who said they were B2B technology
marketers in North America.
Many of the B2B companies are using content marketing as a lead generation.
Similar to 2015 b2b content marketing benchmark (20)
Forrester Wave | BPM Platforms for digital business 2015Rick VARGAS
Pegasystems Leads The Pack
Forrester’s research uncovered a market in which
Pegasystems, Appian, and IBM continue to lead
the pack. Software AG, Oracle, Newgen Software,
OpenText, Bizagi, K2, and DST Systems offer
competitive options. Red Hat and TIBCO
Software lag behind.
The BPM Platforms Market Is Growing As EA
Pros Accelerate Digital Transformation
The BPM platforms market is growing because
more EA professionals see BPM as a way to
address emerging challenges for customer
experience and digital business. This market
growth is, in large part, because EA pros
increasingly trust BPM platform providers to act
as strategic partners, helping them transform
how they use technology to win, serve, and retain
customers in the digital age.
The ultimate guide to current best practices for today’s data centers, this book has been updated and refreshed to reflect the current state of Big Data technologies
Like all channels of marketing, channel and data integration are keys to success. The more complex of the two is in the data.
If you're immersing into the world of mobile or location based marketing, familiarize yourself with location data management (LDP). To start read SIM Partners white paper "The CMO's Guide to Location Data Management."
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
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.
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.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
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.
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
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
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.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
2. 2
Welcome................................................................................................................................................. 3
Executive Summary/Key Takeaways................................................................................................... 4
Usage & Overall Effectiveness.............................................................................................................. 8
Strategy & Organization...................................................................................................................... 10
Goals & Metrics..................................................................................................................................... 14
Content Creation & Distribution........................................................................................................ 17
Budgets & Spending............................................................................................................................ 28
Challenges & Initiatives...................................................................................................................... 30
Comparison Chart: Profile of a Best-in-Class B2B Content Marketer............................................35
Comparison Chart: Documented vs. Verbal or No Content Marketing Strategy..........................36
Comparison Chart: Differences Between B2B and B2C Content Marketers.................................37
Comparison Chart: Key Areas of Difference Between B2B and B2C Initiatives............................38
Demographics...................................................................................................................................... 39
About..................................................................................................................................................... 40
TABLE OF CONTENTS
SponSored by
3. 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
3
WELCOME
4. 4
EXECUTIVE SUMMARY/KEY TAKEAWAYS
If we had to pick one key theme that has emerged from this year’s
B2B research, it would be this: If you want to be more effective at
content marketing, document your strategy.
That message might sound similar to the one we sent out last year, but here’s how it’s different. Last year,
we asked B2B marketers for the first time whether they had a documented content marketing strategy, and
not even half (44%) said “yes.” That left us wondering whether the 49% who said “no” maybe did have a
strategy but just hadn’t documented it.
Sure enough, our hunch was correct. This year:
35% say they have a documented content marketing strategy
48% say they have a content marketing strategy, but it is not documented
Having a verbal strategy is a great first step. However, as the research shows, it pays to take the time to
write it down: 60% of those who have a documented strategy rate themselves highly in terms of content
marketing effectiveness, compared with 32% of those who have a verbal strategy.
SponSored by
5. 5
EXECUTIVE SUMMARY/KEY TAKEAWAYS
Here are some other key takeaways:
70% of B2B marketers are creating more content than they did one year ago, even those who say they are
least effective (58%) and those without any type of strategy (56%).
Measurement is a key area where B2B marketers are struggling: Only 21% say they are successful at
tracking ROI; however, having a documented strategy helps (35% of those with a strategy say they
are successful).
Once again, infographics was the tactic that had the greatest increase in usage (from 51% last year to
62% this year).
94% of B2B marketers use LinkedIn to distribute content, making it the social media platform used most
often (they also say it’s the most effective social media platform).
58% of B2B marketers use search engine marketing, making it the paid method used most often to
promote/distribute content (they also say it’s the most effective paid method).
More B2B marketers say they are challenged with finding trained content marketing professionals this
year (32%) than last year (10%).
SponSored by
6. 6
EXECUTIVE SUMMARY/KEY TAKEAWAYS
New for this year
We asked several new questions this year. Among them:
How many different audiences do you target with separate content marketing strategies? The average is 4.
How many paid advertising methods do you use to promote/distribute content? The average is 3.
How often do you publish new content to support your content marketing program? 42% say “multiple
times per week” or “daily.”
How many content marketing initiatives are you presently working on? The average is 13.
How many content marketing initiatives do you plan to begin working on within the next 12 months?
The average is 8.
Challenges align with initiatives
This year, rather than just provide a list of challenges and ask B2B marketers to “check all that apply,” we
asked them to rate how challenged they were on a scale of 1 to 5. What we found is that “creating engaging
content” remains a persistent challenge. “Producing content consistently” and “measuring content
effectiveness” were the number two and number three challenges, respectively.
It was encouraging to see that the initiatives marketers are working on now align with the challenges: the
number one initiative is “creating engaging content.” The number one initiative marketers plan to begin
working on within the next 12 months is “measuring content effectiveness.”
SponSored by
7. 7
EXECUTIVE SUMMARY/KEY TAKEAWAYS
What is the one area of content marketing that B2B marketers want to learn more about?
The answers to this open-ended question at the end of the survey confirmed that B2B marketers are hungry
for information about metrics and tracking ROI. In fact, measurement, achieving/tracking/demonstrating
ROI, and marketing automation were the three areas most commonly listed by B2B marketers. Although by
no means comprehensive, the following list includes other areas that were often cited:
Aligning goals with content
Content curation
Content discovery tools
Content marketing strategy
Engagement
Optimizing content
Paid promotion
Personalization
Storytelling
Video
As one respondent said, “There isn’t just one. You have to be an amoeba and continually absorb
everything from every angle.”
Here’s hoping that these survey results will be useful in that endeavor.
SponSored by
8. SponSored by
8
USAGE & OVERALL EFFECTIVENESS
Does your organization
use content marketing?
86% say “yes”
Last year, 93% of respondents said they use
content marketing. Back then, we defined
content marketing as the “creation and
distribution of educational and/or compelling
content in multiple media formats to attract and/
or retain customers.”
This year, we defined content marketing as
“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.”
The new definition—crafted by Content
Marketing Institute in early 2014—better reflects
how content marketing has grown from the mere
“creation and distribution” of content to a formal
business discipline.
PercentageofB2BRespondents
UsingContentMarketing
86%
Yes
14%
No
2015 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
9. SponSored by
9
USAGE & OVERALL EFFECTIVENESS
Overall, how effective is
your organization at
content marketing?
38% say they are effective
For purposes of our annual survey, we define
effectiveness as “accomplishing your overall
objectives.” We refer to those who rate their
organizations as a 4 or 5 (on a scale of 1 to 5,
with 5 being “Very Effective” and 1 being “Not
at all Effective”) as the “most effective” or
“best-in-class” marketers. The 1s and 2s are
considered the “least effective,” while the 3s
are neutral.
Last year, 42% of B2B marketers said they were
effective.
HowB2BMarketersRatethe
EffectivenessofTheirOrganization’s
UseofContentMarketing
0 10 20 30 40 50
Very Effective 8%
30%
42%
17%
Not At All Effective 2%
5
4
3
2
1
2015 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
10. SponSored by
10
STRATEGY & ORGANIZATION
Does your organization
have a content marketing
strategy?
35% say “yes, and it is
documented”
Last year, we asked marketers for the first
time whether they had a documented content
marketing strategy. The high percentage of
those who said “no” (49%) left us wondering
whether some had a strategy but had simply
not taken the time to document it. So this year
we asked the question a bit differently, and
indeed we found that nearly half of marketers
have a strategy, but it’s not in writing. The 35%
who have documented their strategy are more
effective in all aspects of content marketing
than those who have not.2015 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
PercentageofB2BMarketers
WhoHaveaContentMarketingStrategy
0 10 20 30 40 50
Yes, and it is documented 35%
Yes, but it is not documented 48%
No 14%
Unsure 3%
11. SponSored by
11
STRATEGY & ORGANIZATION
How closely does your
content marketing strategy
guide your organization’s
content marketing efforts?
42% say “very closely”
Having a strategy is one thing—following it is
another. Although 42% say they follow it “very
closely,” the majority follow it only “somewhat.”
There are myriad reasons why a company might
not follow its strategy “very closely,” but our
research shows that 62% of the most effective
marketers do. The lesson is clear: you need to
document your strategy and follow it closely.
2015 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Percentage of B2B Marketers
Who Say Strategy Guides Efforts
0 10 20 30 40 50 60
Very closely 42%
Somewhat 51%
We rarely use it 4%
Unsure 2%
12. SponSored by
12
STRATEGY & ORGANIZATION
Does your organization
have a dedicated content
marketing group?
47% say “yes”
This is a new question on our annual survey.
The numbers you see here are for all content
marketers, but the most effective (69%) as well
as those who have a documented strategy
(69%) are more likely to have a structure,
regardless of what that structure is.
2015 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Percentage of B2B Marketers Who
Have a Dedicated Content Marketing Group
0 10 20 30 40 50 60
Yes, and it functions independently as its own unit 12%
Yes, and it works horizontally across the organization silos 35%
No, but planning to have one 15%
No, and no plans to have one that I know of 38%
13. SponSored by
13
STRATEGY & ORGANIZATION
Which area in your
organization is accountable
for content marketing?
It often depends on
company size
Where content marketing sits on the
organizational chart has much to do with
company size. The larger an organization,
the more likely it is that content marketing
is situated under the product marketing or
demand-gen umbrella; only 3% of enterprise
marketers (1,000+ employees) report to
the owner/C-level.
2015 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
AreasAccountablefor
B2BContentMarketing
Owner/C-level
Product Marketing
Demand Gen Marketing
PR/Corporate Communications
Social Team/Social CRM
Other
No one, Unsure, or No Answer
23%
19%
18%
15%
6%
5%
14%
14. SponSored by
14
GOALS & METRICS
How important is each
of the following content
marketing goals to your
organization?
84% say “brand awareness”
is the most important goal
In years past, we asked marketers to “check all
that apply” on a list of potential goals for content
marketing. This year, we asked them to rate how
important each goal is to their organization on a
scale of 1 to 5 (with 5 being “Very Important” and
1 being “Not at all Important”).
The percentages on this chart indicate the
proportion of marketers who rated each goal
listed here as a 4 or 5 in terms of importance.
B2B marketers have consistently cited brand
awareness as their top goal over the last five
years. New to the list of goals this year was
“customer evangelism.”
Organizational Goals for
B2B Content Marketing
0 10 20 30 40 50 60 70 80 90
Brand Awareness
Lead Generation
Engagement
Sales
Lead Nurturing
Customer Retention/Loyalty
Customer Evangelism
Upsell/Cross-sell
84%
83%
81%
75%
74%
69%
57%
52%
2015 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
15. SponSored by
15
Which metrics does your
organization use to assess
content marketing success?
63% say “website traffic”
Note: Fewer than 30% of B2B marketers said
they use the following metrics: Benchmark Lift
of Company Awareness (23%), Benchmark Lift
of Product/Service Awareness (18%), Customer
Renewal Rates (16%), and Cost Savings (6%).
B2B marketers consistently cite website
traffic year-over-year as the metric they look
to most often—regardless of company size,
effectiveness, or whether or not they have a
documented strategy. New on the list this year
is “higher conversion rates.”
GOALS & METRICS
Metrics for B2B
Content Marketing Success
0 10 20 30 40 50 60 70
Website Traffic
Sales Lead Quality
Higher Conversion Rates
Sales
Sales Lead Quantity
SEO Ranking
Time Spent on Website
Inbound Links
Qualitative Feedback from Customers
Subscriber Growth
63%
49%
48%
43%
40%
39%
39%
35%
33%
30%
2015 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
16. SponSored by
16
How successful is your
organization at tracking
the ROI of its content
marketing program?
Only 21% say they
are successful
As these percentages show, many B2B
marketers have a tough time tracking ROI.
Having a documented content marketing
strategy helps, though, as 35% of those
who possess one are successful in this area,
compared with the 21% average for the
overall sample.
GOALS & METRICS
HowB2BMarketersRateTheir
Organization’sSuccessat
TrackingROI
0 10 20 30 40 50
Very Successful 5%
16%
33%
21%
Not At All Successful 10%
We Do Not Track 15%
5
4
3
2
1
2015 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
17. SponSored by
17
Compared with one year
ago, how much content is
your organization creating?
70% are creating more
B2B marketers from companies of all sizes—and
across all levels of effectiveness—are creating
more content. These numbers haven’t changed
much over the last year.
CONTENT CREATION & DISTRIBUTION
2015 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
ChangeinB2BContentCreation
(OverLast12Months)
Significantly More
More
Same Amount
Less
Unsure
27%
43%
5%
21%
4%
18. SponSored by
18
How many different
audiences does your
organization target
with separate content
marketing strategies?
The average number is 4
The number of audiences that B2B marketers
target is often related to how large the B2B
marketer’s organization is. For example, smaller
companies (1-9 employees) target an average of
three audiences, whereas enterprise companies
(1,000+ employees) target an average of six.
CONTENT CREATION & DISTRIBUTION
NumberofAudiences
thatB2BMarketersTarget
0 10 20 30 40 50
6%
7%
26%
46%
7%
8%
10+
7-10
4-6
2-3
1
Unsure
2015 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
19. SponSored by
19
Which content marketing
tactics does your
organization use?
The average number of
tactics used is 13
Note: Fewer than 40% of B2B marketers said they
use the following tactics: Branded Content Tools
(38%), eBooks (37%), Print Magazines (32%), Books
(30%), Mobile Apps (30%), Digital Magazines (27%),
Virtual Conferences (23%), Podcasts (22%), Print
Newsletters (21%), and Games/Gamification (12%).
These results are similar to last year’s. Once
again, infographics was the tactic with the
biggest jump in usage (from 51% last year to
62% this year). “Illustrations/photos” was a new
choice this year.
CONTENT CREATION & DISTRIBUTION
B2B Content Marketing Tactic Usage
0 10 20 30 40 50 60 70 80 90 100
Social Media Content – other than blogs
eNewsletters
Articles on Your Website
Blogs
In-person Events
Case Studies
Videos
Illustrations/Photos
White Papers
Online Presentations
Infographics
Research Reports
Microsites
Webinars/Webcasts
92%
83%
81%
80%
77%
77%
76%
69%
68%
65%
62%
61%
48%
47%
2015 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
20. SponSored by
20
Trending data for the
tactics that are used
most often
Tactic usage continues
to grow
This chart takes a closer look at the tactics
that more than 75% of marketers presently
use, and how that usage has changed over the
last few years.
Out of all the tactics we asked about this year
(see page 19 for the entire list), there haven’t
been any significant declines in usage of any
one particular tactic over the last few years;
usage has either been flat or it has increased
or decreased by only a few percentage points.
CONTENT CREATION & DISTRIBUTION
60%
2013 2014 2015
80%
90%
70%
65%
75%
85%
95%
100%
Social Media Content
(other than blogs)
eNewsletters
Articles on Your Website
Blogs
In-person Events
Video
Case Studies
Changes in B2B Content Marketing Tactic Usage
2015 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
21. SponSored by
21
How effective are the
following tactics that
you use?
For the fifth consecutive
year, “in-person events”
tops the list
Note: Percentages shown represent marketers
who rated each tactic a 4 or 5 on a 5-point scale
where 5 = “Very Effective” and 1 = “Not at all
Effective.”
Of all the tactics B2B marketers use, these are
the 10 that they say are most effective. The
percentages haven’t changed much since last
year, with one notable exception: case studies.
Last year, 65% of marketers said case studies
were effective, compared with 58% this year.
CONTENT CREATION & DISTRIBUTION
In-person Events
Webinars/Webcasts
Videos
Blogs
Case Studies
White Papers
Research Reports
eNewsletters
eBooks
Microsites
Effectiveness Ratings for B2B Tactics
0 10 20 30 40 50 60 70 80
69%
64%
60%
60%
58%
58%
58%
58%
55%
54%
2015 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
22. SponSored by
22
Which social media
platforms does your
organization use to
distribute content?
LinkedIn is used most often
Average Number Used: 6
Note: Fewer than 20% of B2B marketers said they
use the following social media platforms: Flickr
(14%), StumbleUpon (12%), Foursquare (11%),
Tumblr (10%), Vine (9%), and SnapChat (5%).
This year, the biggest rise in usage has been
that of Google+ (up nine percentage points
from last year).
After some fairly sizable jumps between 2013
and 2014, SlideShare, Pinterest, Instagram, and
Vimeo have leveled off. Vine, which debuted
last year at 14% usage, dropped to 9% this year.
CONTENT CREATION & DISTRIBUTION
LinkedIn
Twitter
Facebook
YouTube
Google+
SlideShare
Pinterest
Instagram
Vimeo
B2B Content Marketing
Social Media Platform Usage
0 10 20 30 40 50 60 70 80 90 100
94%
88%
84%
72%
64%
41%
33%
24%
20%
2015 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
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Trending data for the social
media platforms that are
used most often
The numbers make clear
the rise of social media
This chart shows the platforms that B2B
marketers use most frequently.
To put the growth of social media into
perspective, B2B marketers in 2010 said they
used Twitter (55%), Facebook (54%), LinkedIn
(51%), YouTube (38%), and “other” (8%).
CONTENT CREATION & DISTRIBUTION
Twitter
LinkedIn
Facebook
YouTube
Google+
Changes in B2B Content Marketing
Social Media Platform Usage
20%
40%
60%
80%
90%
70%
50%
30%
100%
2013 2014 2015
2015 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
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How effective are the
social media platforms
that you use?
LinkedIn is rated the
most effective
Note: Percentages shown represent marketers
who rated each platform a 4 or 5 on a 5-point
scale where 5 = “Very Effective” and 1 = “Not at
all Effective.”
The biggest differences compared with last
year are that confidence in Twitter has gone
up five percentage points and confidence in
SlideShare has gone down three points.
CONTENT CREATION & DISTRIBUTION
LinkedIn
Twitter
YouTube
SlideShare
Vimeo
Facebook
Pinterest
Instagram
Google+
Effectiveness Ratings for
B2B Social Media Platforms
0 10 20 30 40 50 60 70
63%
55%
48%
42%
40%
32%
25%
24%
20%
2015 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
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How often does your
organization publish new
content that supports
its content marketing
program?
42% say daily or multiple
times per week
The most effective marketers (23%), as well
as those who have a documented content
marketing strategy (23%), are the most likely to
say they publish new content daily, although
a higher percentage of both stick to multiple
times per week (31% and 32%, respectively).
CONTENT CREATION & DISTRIBUTION
HowOftenB2BMarketers
PublishNewContent
Daily
Multiple Times per Week
Weekly
Multiple Times per Month
Monthly
Less than Once per Month
Unsure
16%
26%
17%
19%
12%
8%
2%
2015 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
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Which paid advertising
methods do you use to
promote/distribute
content?
80% use at least one
Average Number Used: 3
This year is the first time we asked this
question. The most effective marketers, as well
as those who have a documented strategy, use
all of these paid methods a bit more frequently
than the overall sample, except for print/other
offline promotion, which they use a bit less
frequently.
CONTENT CREATION & DISTRIBUTION
B2B Paid Advertising Usage
0 10 20 30 40 50 60 70
Search Engine Marketing (SEM)
Print or Other Offline Promotion
Traditional Online Banner Ads
Social Ads (e.g., LinkedIn ads)
Promoted Posts (e.g., promoted Tweets)
Native Advertising
Content Discovery Tools
58%
52%
49%
48%
42%
34%
13%
2015 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
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How effective are the
paid advertising methods
that you use to distribute
content?
Search engine marketing is
rated the most effective
Note: Percentages shown represent marketers who
rated each method a 4 or 5 on a 5-point scale where
5 = “Very Effective” and 1 = “Not at all Effective.”
Search engine marketing (SEM) is the paid
promotion method that B2B marketers not only use
most often but also find most effective.
Although the percentage of marketers who use
“newer” paid methods such as native advertising
and content discovery tools isn’t very high yet, 36%
of those who use them say they are effective. This is
a higher confidence rating than marketers give for
the more established (and more frequently used)
methods of “print or other offline promotion” and
“traditional online banner ads.”
CONTENT CREATION & DISTRIBUTION
Effectiveness Ratings for
B2B Paid Advertising Methods
0 10 20 30 40 50 60 70
Search Engine Marketing (SEM)
Promoted Posts (e.g., promoted Tweets)
Social Ads (e.g., LinkedIn ads)
Content Discovery Tools
Native Advertising
Print or Other Offline Promotion
Traditional Online Banner Ads
52%
41%
38%
36%
36%
30%
26%
2015 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
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Approximately what
percentage of your
organization’s total
marketing budget (not
including staff) is spent on
content marketing?
The average is 28%
There is a correlation between effectiveness
and the amount of budget allocated to content
marketing. The most effective marketers
allocate 37%, on average, whereas the least
effective allocate 16%.
BUDGETS & SPENDING
PercentageofTotalMarketingBudget
SpentonB2BContentMarketing
0 10 20 30 40 50
100%
75-99%
50-74%
25-49%
10-24%
1-9%
0%
Unsure
2%
4%
10%
14%
19%
25%
3%
23%
2015 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
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How do you expect your
organization’s content
marketing budget to
change in the next 12
months?
55% say they will increase
spending
More than half of all B2B marketers plan to
increase their content marketing budget
(including 54% of those who are least effective).
BUDGETS & SPENDING
B2BContentMarketingSpending
(OverNext12Months)
0 10 20 30 40 50
Significantly Increase 9%
Decrease 2%
Increase
Remain the Same
46%
32%
Unsure 11%
2015 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
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With regard to content
marketing, how challenged
are you with each of the
following?
Producing engaging content
is a persisent challenge
Note: Percentages shown represent marketers who rated
each challenge a 4 or 5 on a 5-point scale where 5 = “Very
Challenged” and 1 = “Not at all Challenged.”
In years past, we presented a list of potential content
marketing challenges and asked marketers to “select all
that apply.” This year, we wanted to dig deeper into their
pain points, so we asked them to rate the level of challenge
on a scale of 1 to 5 (with 5 being “Very Challenged” and 1
being “Not at all Challenged”). The percentages you see here
represent the number of marketers who rated the challenge
a 4 or 5.
“Producing engaging content” has been a perennial top
challenge over the last five years. This year, we saw a big
jump in “measuring content effectiveness” (from 33% to 49%)
as well as “finding trained content marketing professionals”
(from 10% to 32%).
This year, we replaced the option of “producing enough
content” with “producing content consistently.” New to the
list this year is “technology-related challenges.”
CHALLENGES & INITIATIVES
Challenges that B2B Marketers Face
0 10 20 30 40 50 60 70
Producing Engaging Content
Producing Content Consistently
Measuring Content Effectiveness
Producing a Variety of Content
Lack of Budget
Gaps in Knowledge and Skills of Internal Team
Finding Trained Content Marketing Professionals
Lack of Integration Across Marketing
Lack of Buy-in/Vision from Higher-Ups
Technology-related Challenges
54%
50%
49%
42%
41%
34%
32%
30%
29%
20%
2015 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
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CHALLENGES & INITIATIVES
Which content marketing initiatives are you working on?
Creating more engaging content tops the list of 28 potential choices.
New this year, we presented marketers with a list of 28 initiatives. We asked them to select one of
three options for each: working on now, plan to begin working on within 12 months, and not a priority.
Marketers are working on an average of 13 initiatives, and planning to begin work on an average of 8 over
the next 12 months.
The initiatives you see across these next few pages are the 10 that received the highest combined
percentages of “working on now” and “plan to begin working on within 12 months.”
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CHALLENGES & INITIATIVES
Creating More
Engaging/Higher-Quality Content
Better Understanding of What
Content is Effective—and What Isn’t
Better Converting Visitors
to Website
Now Within 12 Months Not a Priority No Answer
69% 63%23% 55%31%
8% 9%
19%
7%
5% 6% 5%
2015 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
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CHALLENGES & INITIATIVES
Finding More/Better Ways
to Repurpose Content Better Understanding of AudienceCreating Visual Content
Now Within 12 Months Not a Priority No Answer
63% 60%26% 63%21%
10% 11%
23%
9%
5% 4% 5%
2015 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
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CHALLENGES & INITIATIVES
Optimizing Content Measuring Content Marketing ROIOrganizing Content on Website
Now Within 12 Months
Not a Priority No Answer
58% 62%21% 46%
36%
12% 13%
26%
11%
5%
Creating a Greater Variety of Content
54%
28%
13%
5%
5% 5%
2015 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
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COMPARISON CHART
Has a documented content marketing strategy.........................................................................................54%.................35%................. 11%
Has a content marketing strategy, but it’s not documented.....................................................................41%................... 48%................... 44%
Content marketing strategy very closely guides efforts.............................................................................62%................... 42%................... 16%
Content marketing strategy somewhat guides efforts...............................................................................36%................... 51%................... 64%
Has a dedicated content marketing group.................................................................................................69%................... 47%................... 20%
Places high importance on engagement as a goal.....................................................................................89%................... 81%................... 70%
Is successful at tracking ROI........................................................................................................................40%................... 21%.................... 5%
Average number of tactics used................................................................................................................... 14...................... 13.......................11
Average number of social platforms used.....................................................................................................7........................ 6.........................5
Publishes new content daily or multiple times per week..........................................................................54%................... 42%................... 23%
Percentage of total budget allocated to content marketing......................................................................37%................... 28%................... 16%
Challenged with producing engaging content...........................................................................................38%................... 54%................... 72%
Challenged with measuring effectiveness..................................................................................................38%................... 49%................... 65%
Average number of initiatives working on now........................................................................................... 15...................... 13.......................11
Average number of initiatives planning to begin working on within 12 months.........................................6........................ 8.........................9
Most
Effective
Profile of a Best-in-Class B2B Content Marketer Average/
Overall
Least
Effective
Chart term definitions: A “best-in-class” content marketer (aka “most effective”) is one who rates his or her organization a 4 or 5 in effectiveness on a scale of 1 to 5, with 5 being
“Very Effective” and 1 being “Not at all Effective.” Those who rate themselves 1 or 2 are the “least effective.” The numbers under “average/overall” represent total respondents.
2015 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
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COMPARISON CHART
Considers organization to be effective at content marketing....................................................................60%................... 32%.................... 7%
Content marketing strategy very closely guides efforts.............................................................................62%................... 28%....................N/A
Content marketing strategy somewhat guides efforts...............................................................................37%................... 62%....................N/A
Has a dedicated content marketing group.................................................................................................69%................... 40%................... 15%
Is successful at tracking ROI........................................................................................................................35%................... 26%.................... 5%
Average number of tactics used................................................................................................................... 14...................... 12.......................11
Average number of social platforms used.....................................................................................................7........................ 6.........................5
Publishes new content daily or multiple times per week..........................................................................55%................... 37%................... 25%
Percentage of total budget allocated to content marketing......................................................................36%................... 25%................... 16%
Challenged with producing engaging content...........................................................................................45%................... 57%................... 70%
Challenged with measuring effectiveness..................................................................................................38%................... 51%................... 67%
Average number of initiatives working on now........................................................................................... 16...................... 13........................9
Average number of initiatives planning to begin working on within 12 months.........................................6........................ 8........................10
Documented
Strategy
Documented vs. Verbal or
No Content Marketing Strategy Verbal
Strategy
No
Strategy
2015 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
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COMPARISON CHART
Uses content marketing...............................................................................................................................86%................... 77%
Considers organization to be effective at content marketing....................................................................38%................... 37%
Has a documented content marketing strategy.........................................................................................35%................... 27%
Has a content marketing strategy, but it’s not documented.....................................................................48%................... 50%
Does not have a documented strategy.......................................................................................................14%................... 15%
Has a dedicated content marketing group.................................................................................................47%................... 45%
Is successful at tracking ROI........................................................................................................................21%................... 23%
Average number of tactics used................................................................................................................... 13...................... 11
Average number of social platforms used.....................................................................................................6........................ 7
Average number of paid advertising methods used to promote/distribute content..................................3........................ 4
Publishes new content daily or multiple times per week..........................................................................42%................... 48%
Percentage of total budget allocated to content marketing......................................................................28%................... 25%
Challenged with producing engaging content...........................................................................................54%................... 50%
Average number of initiatives working on now........................................................................................... 13...................... 13
Average number of initiatives planning to begin working on within 12 months.........................................8........................ 9
B2BDifferences Between B2B and B2C Content Marketers B2C
2015 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
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COMPARISON CHART
Creating a better mobile strategy...................................................................................................................58%................... 74%
Better understanding content marketing technology...................................................................................70%................... 77%
Leveraging user- or fan-generated content....................................................................................................48%................... 70%
Real-time content marketing..........................................................................................................................47%................... 58%
Content personalization..................................................................................................................................64%................... 70%
Developing a channel plan for social media...................................................................................................67%................... 75%
B2B
Key Areas of Difference Between B2B and B2C Content Marketing Initiatives
(Working on Now + Will be Working on Within 12 Months)
B2C
Note: B2B and B2C marketers have prioritized many of the same initiatives over the next 12 months (creating more engaging content, doing a better job
of converting website visitors, measuring content marketing ROI, etc.). This chart shows where the biggest differences are.
2015 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
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DEMOGRAPHICS
B2B Content Marketing: 2015 Benchmarks, Budgets, and Trends—North America was produced by Content Marketing Institute and MarketingProfs
and sponsored by Brightcove.
The fifth annual Content Marketing Survey, from which the results of this report were generated, was mailed electronically to a sample of marketers
using lists from Content Marketing Institute, MarketingProfs, the Business Marketing Association (BMA), Brightcove, Blackbaud, EnVeritas Group (EVG),
The Association for Data-driven Marketing & Advertising (ADMA), the Direct Marketing Association UK (DMA), Industry Week, New Equipment Digest,
WTWH Media, and Corporate Financial Group.
A total of 5,167 recipients from around the globe—representing a full range of industries, functional areas, and company sizes—responded throughout
July and August 2014. This report presents the findings from the 1,820 respondents who said they were B2B marketers in North America (1,572 of whom
said “yes, our organization uses content marketing”). The B2C percentages shown in this report (pp. 37-38) derive from the same research study. The full
findings for B2C North America are available in a separate report.
B2B Industry Classification B2B Job Title/Function
Size of B2B Company
(by Employees)
26% 23%
40%
20%
10%
10%
7%
32%
23%
22%
18%
23%
12%
10%
5%
3%
3%
4%
4%
5%
■ Advertising/Marketing
■ IT/Technology
■ Manufacturing
■ Consulting
■ Publishing/Media
■ Banking/Accounting/Financial
■ Healthcare/Pharmaceuticals
■ Other
■ Marketing/Advertising/
Communications/PR Management
■ Corporate Management/Owner
■ Content Creation/Management
■ Marketing Administration/Support
■ General Management
■ Sales/Business Management
■ Consultant
■ Other
■ Micro (Fewer than 10 Employees)
■ Small (10-99 Employees)
■ Midsize (100-999 Employees)
■ Large (1,000+ Employees)
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ABOUT
Content Marketing Institute and MarketingProfs thank all the survey respondents as well as the distribution partners who made this survey possible,
with a special welcome this year to the Business Marketing Association, one of the organizations that helped launch the first survey in 2010.
About Content Marketing Institute
Content Marketing Institute (CMI) is the leading global content marketing education and training organization. CMI teaches enterprise brands
how to attract and retain customers through compelling, multi-channel storytelling. CMI’s Content Marketing World event, the largest content
marketing-focused event, is held every September, and Content Marketing World Sydney, every March. CMI also produces the quarterly magazine
Chief Content Officer, and provides strategic consulting and content marketing research for some of the best-known brands in the world. CMI
is a 2012, 2013, and 2014 Inc. 500 company. View all CMI research at www.contentmarketinginstitute.com/research. Learn how to create a
documented content marketing strategy, a key component for improving overall content marketing effectiveness.
About MarketingProfs
MarketingProfs offers real-world education for modern marketers. More than 640,000 marketing professionals worldwide rely on our free
daily publications, virtual conferences, and more to stay up-to-date on the most important trends in marketing—and how to apply them to
their business. Visit MarketingProfs.com for more.
About the Business Marketing Association
For more than 90 years, the Business Marketing Association (BMA) has dedicated itself exclusively to the discipline of business-to-business
marketing. We enrich the lives of B2B marketers by providing a forum to connect them to learn about new trends and network with peers to
exchange ideas. As the largest organization in the world dedicated to B2B marketing, our chapters and 2,500 members represent corporate
professionals, agencies, small businesses, and suppliers committed to advancing the practice of B2B marketing.
To learn more, visit www.marketing.org.
About Brightcove
Brightcove Inc. (NASDAQ:BCOV) is a leading global provider of powerful cloud solutions for delivering and monetizing video across
connected devices. The company offers a full suite of products and services that reduce the cost and complexity associated with publishing,
distributing, measuring and monetizing video across devices. Brightcove has more than 5,500 customers in over 70 countries that rely on the
company’s cloud solutions to successfully publish high-quality video experiences to audiences everywhere.
To learn more, visit www.brightcove.com.
For more information about this report, contact research@contentinstitute.com.