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 Content Marketing Research: Focus on Documenting Your StrategyMadalina Balaban
This reserach - B2B Content Marketing 2015: Benchmarks, Budgets, and Trends — North America, produced by Content Marketing Institute and MarketingProfs and sponsored by Brightcove, reflects the progress our industry is making in exciting new ways.
The B2B Content Marketing Report is based on over 600 survey responses from marketing professionals to better understand the current state of content marketing and to identify new trends, and key challenges as well as best practices.
Here are some of the key findings:
- Lead generation is by far the number one goal of content marketing, followed by thought leadership and market education.
- Companies with a documented content strategy are much more likely to be effective than those without a documented strategy.
- The most mentioned content marketing challenge is finding enough time and resources to create content.
- Content marketing ROI remains difficult to measure. Only a minority of respondents consider themselves at least somewhat successful at tracking ROI.
- LinkedIn tops the list of the most effective social media platforms for distributing content and engaging with prospects.
Download the full report PDF for more details: http://www.marketingbuddy.com/download-the-content-marketing-report/
Overview: The State of B2B Content Marketing IN NORTH AMERI CA
More. If one word could describe content marketing at the end of 2012, that would be it . According to the latest findings from the Content Marketing Institute and MarketingProfs, B2B marketers are spending more, using more tactics, and
distributing their content on more social networks than they have in years past. Unfortunately, there is also more uncertainty. B2B marketers are more uncertain whether they are using various content marketing tactics effectively.
Member report: NEWBASE - Marketing Priorities 2017IAB Europe
In a rapidly changing media world, as marketers, we need to keep up with what is going on around us, track consumer behaviour and technology developments, and watch where the advertising dollars are moving. It is also essential that we understand the priorities of brand marketers, agencies and publishers alike, and build our marketing strategies accordingly.
B2B Content Marketing Research: Focus on Documenting Your StrategyMadalina Balaban
This reserach - B2B Content Marketing 2015: Benchmarks, Budgets, and Trends — North America, produced by Content Marketing Institute and MarketingProfs and sponsored by Brightcove, reflects the progress our industry is making in exciting new ways.
The B2B Content Marketing Report is based on over 600 survey responses from marketing professionals to better understand the current state of content marketing and to identify new trends, and key challenges as well as best practices.
Here are some of the key findings:
- Lead generation is by far the number one goal of content marketing, followed by thought leadership and market education.
- Companies with a documented content strategy are much more likely to be effective than those without a documented strategy.
- The most mentioned content marketing challenge is finding enough time and resources to create content.
- Content marketing ROI remains difficult to measure. Only a minority of respondents consider themselves at least somewhat successful at tracking ROI.
- LinkedIn tops the list of the most effective social media platforms for distributing content and engaging with prospects.
Download the full report PDF for more details: http://www.marketingbuddy.com/download-the-content-marketing-report/
Overview: The State of B2B Content Marketing IN NORTH AMERI CA
More. If one word could describe content marketing at the end of 2012, that would be it . According to the latest findings from the Content Marketing Institute and MarketingProfs, B2B marketers are spending more, using more tactics, and
distributing their content on more social networks than they have in years past. Unfortunately, there is also more uncertainty. B2B marketers are more uncertain whether they are using various content marketing tactics effectively.
Member report: NEWBASE - Marketing Priorities 2017IAB Europe
In a rapidly changing media world, as marketers, we need to keep up with what is going on around us, track consumer behaviour and technology developments, and watch where the advertising dollars are moving. It is also essential that we understand the priorities of brand marketers, agencies and publishers alike, and build our marketing strategies accordingly.
We randomly selected 100 North American control system integrators and assessed their digital marketing effectiveness against 32 separate criteria. These criteria are divided into 5 categories:
Design & Usability: How well does the website welcome visitors and communicate the company’s unique value proposition?
Search Engine Marketing (SEM): Is the website optimized in order to receive organic search traffic and is paid search being leveraged?
Content Marketing: Is there content available on the website to attract visitors and generate links because it offers value to prospective leads?
Social Media: Does the website connect with multiple, active and engaged social media channels?
Marketing Funnel: Are there offers for visitors to enter the marketing funnel at every stage, not simply the bottom, sales stage?
Hybrid Marketing is a new term that is based on the value & demand of the new era of marketers.
The million dollar question: "Is it better to be GREAT at one thing or GOOD at several things?"
It's up to you to decide what path you take.
Four things that B2B brands can learn from B2CSelesti
Let’s face it, coming up with marketing campaigns for a B2B audience is tough. It can be hard to get your audience excited when your product is an underground drainage pipe, a batch coding machine, or even ISO certification.
Believe me, I know, as these are some of the clients I work with. It can be really tough to come up with ideas, and it really makes me jealous when I see other people in my team having an absolute field day coming up with creative, exciting ideas for our B2C clients.
It’s easy to see B2B and B2C as worlds apart, but the truth is that it doesn’t have to be like that. In fact, there are many ways you can adopt B2C marketing tactics, and make them work for your B2B audience.
With that in mind, here are four things that B2B marketers can learn from their B2C counterparts, with some examples along the way.
Read the full transcript at:
https://www.selesti.com/knowledge-hub/4-things-that-b2b-brands-can-learn-from-b2c
Own The Room is a training company like no other. We bring a uniquely experiential approach to learning and development. Using our highly interactive and innovative methodology, our expert Coaches keep you so energized and entertained that you may not even realize you’re at a training. No matter which of our programs you experience, you’ll be armed with real-life knowledge and long-lasting skills you can apply immediately.
Since our founding in 2003, we’ve partnered with more than 200 companies to deliver trainings in 46 countries and in 7 different languages. We empower individuals and teams with breakthrough skills they need to drive progress, increase efficiency, and improve collaboration -- all while boosting the bottom line.
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!
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.
Companies that exist within regulated industries have a different element to consider than most when growing their social media presence: Staying compliant. While it requires a thoughtful strategy and organized approach, there are multiple ways for any company in a regulated industry to have a strong social media presence, regardless of compliance.
Pitch Perfect: How to Gain Internal Buy-InmStoner, Inc.
You know that what your institution calls a brand is actually a logo and a worn tagline. It’s time to get serious about your brand positioning. You need research, critical thinking, creative brilliance, and a digital-first strategy. And you need a website that serves as the flagship for your newly articulated brand.
How do you get your senior leadership to understand and buy into the time and resources necessary for a branding initiative and website redesign done right?
In this webinar, mStoner and our branding partner BVK arm you with the tools — the data, the stories, presentation approach and techniques — you’ll need to build and deliver a persuasive pitch to your decision-makers.
What You'll Learn:
The process, timeline, and potential costs involved in a brand-to-website project.
Options and alternatives for sequencing work, particularly in the face of institutional milestones or strategic planning process.
Ways to justify a large investment using data and information that will resonate with your institution’s decision-makers.
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.
We randomly selected 100 North American control system integrators and assessed their digital marketing effectiveness against 32 separate criteria. These criteria are divided into 5 categories:
Design & Usability: How well does the website welcome visitors and communicate the company’s unique value proposition?
Search Engine Marketing (SEM): Is the website optimized in order to receive organic search traffic and is paid search being leveraged?
Content Marketing: Is there content available on the website to attract visitors and generate links because it offers value to prospective leads?
Social Media: Does the website connect with multiple, active and engaged social media channels?
Marketing Funnel: Are there offers for visitors to enter the marketing funnel at every stage, not simply the bottom, sales stage?
Hybrid Marketing is a new term that is based on the value & demand of the new era of marketers.
The million dollar question: "Is it better to be GREAT at one thing or GOOD at several things?"
It's up to you to decide what path you take.
Four things that B2B brands can learn from B2CSelesti
Let’s face it, coming up with marketing campaigns for a B2B audience is tough. It can be hard to get your audience excited when your product is an underground drainage pipe, a batch coding machine, or even ISO certification.
Believe me, I know, as these are some of the clients I work with. It can be really tough to come up with ideas, and it really makes me jealous when I see other people in my team having an absolute field day coming up with creative, exciting ideas for our B2C clients.
It’s easy to see B2B and B2C as worlds apart, but the truth is that it doesn’t have to be like that. In fact, there are many ways you can adopt B2C marketing tactics, and make them work for your B2B audience.
With that in mind, here are four things that B2B marketers can learn from their B2C counterparts, with some examples along the way.
Read the full transcript at:
https://www.selesti.com/knowledge-hub/4-things-that-b2b-brands-can-learn-from-b2c
Own The Room is a training company like no other. We bring a uniquely experiential approach to learning and development. Using our highly interactive and innovative methodology, our expert Coaches keep you so energized and entertained that you may not even realize you’re at a training. No matter which of our programs you experience, you’ll be armed with real-life knowledge and long-lasting skills you can apply immediately.
Since our founding in 2003, we’ve partnered with more than 200 companies to deliver trainings in 46 countries and in 7 different languages. We empower individuals and teams with breakthrough skills they need to drive progress, increase efficiency, and improve collaboration -- all while boosting the bottom line.
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!
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.
Companies that exist within regulated industries have a different element to consider than most when growing their social media presence: Staying compliant. While it requires a thoughtful strategy and organized approach, there are multiple ways for any company in a regulated industry to have a strong social media presence, regardless of compliance.
Pitch Perfect: How to Gain Internal Buy-InmStoner, Inc.
You know that what your institution calls a brand is actually a logo and a worn tagline. It’s time to get serious about your brand positioning. You need research, critical thinking, creative brilliance, and a digital-first strategy. And you need a website that serves as the flagship for your newly articulated brand.
How do you get your senior leadership to understand and buy into the time and resources necessary for a branding initiative and website redesign done right?
In this webinar, mStoner and our branding partner BVK arm you with the tools — the data, the stories, presentation approach and techniques — you’ll need to build and deliver a persuasive pitch to your decision-makers.
What You'll Learn:
The process, timeline, and potential costs involved in a brand-to-website project.
Options and alternatives for sequencing work, particularly in the face of institutional milestones or strategic planning process.
Ways to justify a large investment using data and information that will resonate with your institution’s decision-makers.
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.
IDG is the world’s leading technology media, data and marketing services company. We influence the most powerful tech buyers in the world — from business technologists to enthusiasts and everyone in between. Learn more about our story.
Download a full version of the report at:
www.psfk.com/report/future-of-retail-2016
Built on a robust study of trends and patterns in the market, the 6th edition of PSFK Labs’ Future of Retail report offers a directional playbook for brands and retailers – defining 10 pillars to build a modern and engaging shopper experience strategy and go beyond expectations to create an enhanced shopper experience and therefore, build value, drive sales, and boost loyalty.
Featured within the 80+ page report, readers can find:
- 10 actions every retailer can adapt to redefine the shopper experience
- 20 key trends driving change in the marketplace
- Future service concepts for top brands
- Perspectives from leading retail experts across the globe
If you are interested in seeing a presentation of this report or would like to understand how PSFK can help your team ideate new possibilities for your brand, contact us at sales@psfk.com
Vol. 6 | Published November 2015
All rights reserved. No parts of this publication may be reproduced without the written permission of PSFK Labs.
While Europe might be a single market, it’s definitely not a single tech scene. That fact makes it difficult to feel the pulse of the European tech. But if you take a close look, you’ll quickly notice that there is interesting stuff happening in Europe
With this report we want to provide a comprehensive review of investment in startups and high-growth technology companies across 31 countries in Europe. Our aim is to provide data-driven guidance, insights and inspiration to stakeholders in the European scaleup ecosystem.
The Great State of Design with CSS Grid Layout and FriendsStacy Kvernmo
For far too long we've been forced to reuse layout patterns that have worked in the past, creating a web full of sites that all look the same. Narrow timelines, browser support restrictions and lack of a true grid system have led us to create work that is "good enough".
I've spent years exploring how we can make the web a more unique space. With some of the newer CSS techniques available, we can start to make more creative designs. CSS Grid Layout is on the horizon and will play a major role in the design of our sites. Finally having a true, 2 dimensional grid will give our layouts much more flexibility and it is on us to explore the possibilities.
This talk was presented at CSS Day 2016.
Study: The Future of VR, AR and Self-Driving CarsLinkedIn
We asked LinkedIn members worldwide about their levels of interest in the latest wave of technology: whether they’re using wearables, and whether they intend to buy self-driving cars and VR headsets as they become available. We asked them too about their attitudes to technology and to the growing role of Artificial Intelligence (AI) in the devices that they use. The answers were fascinating – and in many cases, surprising.
This SlideShare explores the full results of this study, including detailed market-by-market breakdowns of intention levels for each technology – and how attitudes change with age, location and seniority level. If you’re marketing a tech brand – or planning to use VR and wearables to reach a professional audience – then these are insights you won’t want to miss.
Welcome to our yearly report on the content marketing practices of business-to-business (B2B) technology content marketers in North America. Here you’ll see how technology marketers replied to our sixth annual content marketing survey, and how the results compare with the 2015 ndings.
A new question about content marketing maturity level revealed that 71% of technology marketers who say their organizations are e ective at content marketing are in the “sophisticated/mature” phase, indicating that success grows with experience.
Welcome to Technology Content Marketing 2020: Benchmarks, Budgets, and Trends. This report is based on the findings from our 10th annual content marketing survey. Technology marketers continue to make progress with content marketing. Approximately one-third rate their organization’s overall content marketing as extremely or very successful, and 76% report they are much more or somewhat more successful compared with one year ago. What makes them successful? When we look at the top performers, we see they treat content marketing as a strategic business function, craft content thoughtfully, experiment with distribution, and measure their results. They use content marketing not only to create brand awareness and generate leads, but also to build loyalty and subscribed audiences.
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!
Greetings Content Marketers,
Welcome to this year's report on the content marketing practices of business-to-business technology marketers in North America.
In this report we highlight key areas of difference between the most effective technology marketers and their less-effective peers. We also show some differences between those who have a documented content strategy and those who do not.
Technology marketers use a good mix of tactics and continue to invest in content marketing, with 58% planning to increase spend over the next 12 months. We look forward to seeing how this continued investment pays off over the next year.
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.
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!
2016 B2B Content Marketing Benchmarks, Budgets and Trends ReportMarketingProfs
For six years, MarketingProfs and Content Marketing Institute have put together this report on how marketers use content and how they develop content strategies (if at all). Dive in to learn more about the state of content marketing in B2B organizations!
Welcome to our annual report on the content marketing practices of technology marketers. This report focuses on the North American technology marketers who participated in our seventh annual content marketing survey. New for this year, we asked technology marketers about their success with content marketing:
• 24% said their organization’s overall approach to content marketing is “extremely” or “very” successful
• 64% said that compared with one year ago, their organizations are “much more” or “somewhat more” successful with content marketing
• 92% of those reporting increased success attributed that success to doing a better job with content creation.
Seventy-four percent said their organization always or frequently prioritizes delivering content quality over content quantity. That stat is even higher (92%) among the top-performing technology marketers (see the chart on page 4 for our definition of a “top performer”).
Read on for more insights into how your peers are approaching their content marketing—and where they are heading over the next 12 months.
Welcome to our fifth annual report on the content marketing practices of manufacturers. Content Marketing Institute (CMI) has been conducting annual
content marketing research since 2010, but because our data indicated that manufacturers were slower than other industries to adopt content marketing,
we didn’t begin producing a manufacturing report until 2014.
It’s been exciting to watch more and more manufacturers launch content marketing initiatives with each passing year. And for those that are just starting
out – or are at a standstill – there are lessons to learn from companies that are further along in their content marketing maturity (see page 4). For example,
most content marketing progress is built on a foundation of a strong commitment to the approach and a documented content marketing strategy.
Welcome to our fifth annual report on the content marketing practices of manufacturers. Content Marketing Institute (CMI) has been conducting annual content marketing research since 2010, but because our data indicated that manufacturers were slower than other industries to adopt content marketing, we didn’t begin producing a manufacturing report until 2014.
It’s been exciting to watch more and more manufacturers launch content marketing initiatives with each passing year. And for those that are just starting out – or are at a standstill – there are lessons to learn from companies that are further along in their content marketing maturity.
Similar to 2015 B2B Tech Content Marketing Benchmarks (20)
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
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
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
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
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.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
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
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
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
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.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Consumer Journey Mapping & Personalization Master Class - Sabrina Killgo
2015 B2B Tech Content Marketing Benchmarks
1. T E C H N O L O G Y
B2B TECHNOLOGY CONTENT MARKETING:
2015 BENCHMARKS, BUDGETS, AND TRENDS – NORTH AMERICA
SPONSORED BY:
2. 2
Welcome................................................................................................................................................. 3
Usage & Overall Effectiveness.............................................................................................................. 4
Strategy & Organization........................................................................................................................ 6
Goals & Metrics..................................................................................................................................... 10
Content Creation & Distribution........................................................................................................ 13
Budgets & Spending............................................................................................................................ 22
Challenges & Initiatives....................................................................................................................... 24
Comparison Chart: Differences Between Technology Marketers and B2B Marketers Overall...........29
Comparison Chart: Most Effective vs. Least Effective Technology Marketers.......................................30
Comparison Chart: Technology Marketers: Documented vs. Verbal
or No Content Marketing Strategy.................................................................................................................31
Demographics...................................................................................................................................... 32
About..................................................................................................................................................... 33
TABLE OF CONTENTS
SPONSORED BY:
3. Greetings Technology Content Marketers,
Welcome to B2B Technology Content Marketing: 2015 Benchmarks, Budgets, and Trends—North
America. 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.
Among all groups we studied this year, technology marketers are the most likely to use content
marketing. They’re also the group that is most focused on lead generation as the primary goal
for their content marketing efforts. Producing engaging content continues to be a challenge for
technology marketers; however, 73% are presently working on initiatives to improve in this area.
Overall, technology marketers are some of the savviest we’ve studied in terms of how they are
working to align their goals, metrics, and initiatives. Those who have a documented content
marketing strategy are getting the best results.
Thanks for looking to Content Marketing Institute as a resource. We look forward to serving you
for many years to come.
Yours in content,
Joe
Joe Pulizzi
Founder
Content Marketing Institute
3
WELCOME
SPONSORED BY:
4. 4
SPONSORED BY:
USAGE & OVERALL EFFECTIVENESS
Does your organization
use content marketing?
93% say yes
Last year, 98% of technology marketers 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.
Percentageof
TechnologyMarketers
UsingContentMarketing
93%
Yes
7%
No
2015 B2B Technology Trends—North America: Content Marketing Institute/MarketingProfs
5. 5
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USAGE & OVERALL EFFECTIVENESS
Overall, how effective is
your organization at
content marketing?
34% say they are effective
Note: For purposes of our annual survey,
we define effectiveness as “accomplishing
your overall objectives.” Those who rate their
organizations a 4 or 5 (on a scale of 1 to 5, with
5 being “Very Effective” and 1 being “Not at all
Effective”) are the “most effective” or “best-in-
class.” The 1s and 2s are considered the “least
effective,” while the 3s are neutral.
Last year, 39% of technology marketers said
they were effective at content marketing. Even
though there is a decrease this year, having a
documented content marketing strategy helps
in this regard (59% of technology marketers
who have one say they are effective).
HowTechnologyMarketersRate
theEffectivenessoftheirOrganization’s
UseofContentMarketing
0 10 20 30 40 50
Very Effective 5%
29%
47%
16%
Not At All Effective 1%
5
4
3
2
1
2015 B2B Technology Trends—North America: Content Marketing Institute/MarketingProfs
6. 6
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STRATEGY & ORGANIZATION
Does your organization
have a content marketing
strategy?
33% say they have a
documented strategy
Technology marketers who have a documented
content marketing strategy are less challenged
with content marketing when compared with
their peers who have a verbal-only strategy or
no strategy at all.
2015 B2B Technology Trends—North America: Content Marketing Institute/MarketingProfs
PercentageofTechnologyMarketers
WhoHaveaContentMarketingStrategy
0 10 20 30 40 50
Yes, and it is documented 33%
Yes, but it is not documented 50%
No 14%
Unsure 4%
7. 7
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STRATEGY & ORGANIZATION
How closely does your
content marketing strategy
guide your organization’s
content marketing efforts?
35% say very closely
Having a strategy is one thing—following it is
another. The more effective the technology
marketer, the more likely it is that his or her
organization follows the strategy very closely
(56% of the most effective follow their strategy
very closely).
2015 B2B Technology Trends—North America: Content Marketing Institute/MarketingProfs
Percentage of Technology Marketers
Who Say Strategy Guides Efforts
0 10 20 30 40 50 60
Very closely 35%
Somewhat 56%
We rarely use it 6%
Unsure 3%
8. 8
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STRATEGY & ORGANIZATION
Does your organization
have a dedicated content
marketing group?
48% say yes
The numbers on this chart represent all
technology marketers, but the most effective
(76%) and those who have a documented
content marketing strategy (71%) are more
likely to have a group in place.
2015 B2B Technology Trends—North America: Content Marketing Institute/MarketingProfs
Percentage of Technology Marketers Who
Have a Dedicated Content Marketing Group
0 10 20 30 40 50 60
Yes, and it functions independently as its own unit 13%
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 36%
9. 9
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STRATEGY & ORGANIZATION
Which area in your
organization is accountable
for content marketing?
32% say demand gen
marketing
When compared with their B2B peers overall,
technology marketers are more likely to report
to demand gen marketing (32% vs. 18%) and
product marketing (23% vs. 19%).
Enterprise technology firms (1,000+
employees) are slightly more apt to report to
product marketing (27%) versus demand gen
marketing (25%).
2015 B2B Technology Trends—North America: Content Marketing Institute/MarketingProfs
AreasAccountableforContentMarketing
inTechnologyCompanies
Demand Gen Marketing
Product Marketing
PR/Corporate Communications
Owner/C-level
Social Team/Social CRM
Other
No One, Unsure, or No Answer
32%
23%13%
9%
4%
4%
14%
10. 10
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GOALS & METRICS
How important are each
of the following content
marketing goals to your
organization?
91% say lead generation
is an important goal
Note: Percentages shown represent marketers who
rated each goal a 4 or 5 on a 5-point scale where
5 = “Very Important” and 1 = “Not at all Important.”
Among all segments of marketers we’ve studied,
technology marketers are most focused on
lead generation as a goal for content marketing.
It was their top goal last year as well (86%). In
comparison, 83% of B2B marketers overall say
lead generation is a goal.
The goal that had the biggest increase this year
was sales. Last year, only 49% of technology
marketers cited sales as a goal, versus 80%
this year.
Technology Marketers’ Organizational Goals
for Content Marketing
0 10 20 30 40 50 60 70 80 90 100
Lead Generation
Engagement
Lead Nurturing
Sales
Brand Awareness
Customer Retention/Loyalty
Customer Evangelism
Upsell/Cross-sell
91%
81%
80%
80%
79%
65%
56%
53%
2015 B2B Technology Trends—North America: Content Marketing Institute/MarketingProfs
11. 11
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Which metrics does your
organization use to assess
content marketing success?
66% say website traffic
Note: Fewer than 30% cited the following
metrics: Qualitative Feedback from Customers
(27%), Benchmark Lift of Company Awareness
(22%), Customer Renewal Rates (19%),
Benchmark Lift of Product/Service Awareness
(17%), and Cost Savings (5%).
These percentages are fairly similar to last
year’s. The biggest decrease was for SEO
ranking (54% said it was a metric last year
vs. 39% this year).
Higher conversion rates was a new choice
on the survey.
GOALS & METRICS
Technology Marketers’ Metrics
for Content Marketing Success
0 10 20 30 40 50 60 70
Website Traffic
Sales Lead Quality
Higher Conversion Rates
Sales Lead Quantity
Sales
Time Spent on Website
SEO Ranking
Inbound Links
Subscriber Growth
66%
62%
61%
54%
43%
42%
39%
39%
30%
2015 B2B Technology Trends—North America: Content Marketing Institute/MarketingProfs
12. 12
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How successful is your
organization at tracking
the ROI of its content
marketing program?
24% say they are
successful
Technology marketers are slightly more
confident in their ability to track ROI when
compared with their B2B peers overall (24%
vs. 21%). Having a documented content
marketing strategy helps in this regard; 40% of
technology marketers who have one say they
are successful in this area.
GOALS & METRICS
HowTechnologyMarketersRate
theirOrganization’sSuccess
atTrackingROI
0 10 20 30 40 50
Very Successful 5%
19%
36%
20%
Not At All Successful 8%
We Do Not Track 13%
5
4
3
2
1
2015 B2B Technology Trends—North America: Content Marketing Institute/MarketingProfs
13. 13
SPONSORED BY:
Compared with one year
ago, how much content is
your organization creating?
74% are creating more
Last year, 78% of technology marketers
said they were producing more content, so
this percentage has decreased a bit. Even
so, technology marketers are still creating
more content than their B2B peers overall
(74% vs. 70%).
CONTENT CREATION & DISTRIBUTION
2015 B2B Technology Trends—North America: Content Marketing Institute/MarketingProfs
ChangeinAmountofContentCreation
AmongTechnologyMarketers
(OverLast12Months)
Significantly More
More
Same Amount
Less
Unsure
32%
42%
5%
5%
16%
14. 14
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How many different
audiences does your
organization target
with separate content
marketing strategies?
The average number is 4
There is a correlation between company size
and the number of audiences a marketer
targets. For example, small technology
companies (10-99 employees) target 3
audiences, on average, while enterprise firms
(1,000+ employees) target an average of 6.
CONTENT CREATION & DISTRIBUTION
NumberofAudiencesthat
TechnologyMarketersTarget
0 10 20 30 40 50
6%
5%
30%
46%
5%
8%
10+
7-10
4-6
2-3
1
Unsure
2015 B2B Technology Trends—North America: Content Marketing Institute/MarketingProfs
15. 15
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Which content marketing
tactics does your
organization use?
96%usesocialmediacontent
Note: Fewer than 50% said they use the following
tactics: Branded Content Tools (40%), Books (32%),
Mobile Apps (32%), Virtual Conferences (28%),
Digital Magazines (26%), Print Magazines (25%),
Podcasts (24%), Print Newsletters (17%), and Games/
Gamification (14%).
Technology marketers used an average of 15 tactics last
year, compared with 14 this year. That is still more than
B2B marketers overall (13). Social media content (other
than blogs) was the most frequently used tactic last year
as well, at 91%.
The percentages shown here are all higher than they
were last year, with the exceptions of video (which stayed
the same) and illustrations/photos (which was a new
choice on the survey). The biggest increases were with:
• Infographics (58% last year vs. 73% this year)
• Microsites (43% last year vs. 54% this year)
• Research Reports (51% last year vs. 60% this year).
CONTENT CREATION & DISTRIBUTION
Technology Marketers’
Content Marketing Tactic Usage
0 10 20 30 40 50 60 70 80 90 100
Social Media Content – other than blogs
Blogs
Case Studies
eNewsletters
In-person Events
Videos
Webinars/Webcasts
White Papers
Articles on Your Website
Online Presentations
Infographics
Illustrations/Photos
Research Reports
Microsites
eBooks
96%
90%
90%
87%
86%
86%
84%
83%
75%
73%
68%
60%
54%
51%
81%
2015 B2B Technology Trends—North America: Content Marketing Institute/MarketingProfs
16. 16
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How effective are the
following tactics that
you use?
69% say in-person events
and webinars are effective
Technology marketers say in-person events,
webinars, and research reports are the most
effective tactics they use. Last year, they said
webinars, videos, and case studies were the
most effective.
Research reports had the biggest increase
(60% last year vs. 67% this year).
These percentages are similar to what we see
with B2B marketers overall, who also say in-
person events are the most effective tactic
(69%). The biggest difference is with research
reports (67% of technology marketers say they
are effective vs. 58% of B2B marketers overall).
CONTENT CREATION & DISTRIBUTION
In-person Events
Webinars/Webcasts
Research Reports
Case Studies
Videos
White Papers
Blogs
eBooks
eNewsletters
Articles on Your Website
Microsites
Infographics
Technology Marketers’ Effectiveness
Ratings for Content Marketing Tactics
0 10 20 30 40 50 60 70 80
69%
69%
67%
61%
61%
61%
58%
58%
52%
51%
51%
50%
2015 B2B Technology Trends—North America: Content Marketing Institute/MarketingProfs
17. 17
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Which social media
platforms does your
organization use to
distribute content?
98% use LinkedIn
Note: Fewer than 50% said they use the following
platforms: Pinterest (27%), Vimeo (24%), Instagram
(23%), Flickr (15%), StumbleUpon (11%), Vine (9%),
Foursquare (8%), Tumblr (8%), and SnapChat (4%).
Technology marketers use an average of 6 social
media platforms, the same as last year. This is the
same average number of platforms that their B2B
peers use.
There were slight increases this year in the
percentage of technology marketers who use
LinkedIn, Twitter, Facebook, and SlideShare. The
percentage who use Google+ increased the most
(60% last year vs. 70% this year).
The use of YouTube decreased slightly
(85% last year vs. 83% this year).
CONTENT CREATION & DISTRIBUTION
LinkedIn
Twitter
Facebook
YouTube
Google+
SlideShare
Technology Marketers’ Social Media Platform Usage
0 10 20 30 40 50 60 70 80 90 100
98%
95%
86%
83%
70%
50%
2015 B2B Technology Trends—North America: Content Marketing Institute/MarketingProfs
18. 18
SPONSORED BY:
How effective are the
social media platforms
that you use?
64% say LinkedIn is effective
As they did last year, technology marketers
say LinkedIn and Twitter are the most effective
social media platforms. These are also the two
platforms that technology marketers use most
often.
CONTENT CREATION & DISTRIBUTION
LinkedIn
Twitter
YouTube
SlideShare
Facebook
Google+
Technology Marketers’ Effectiveness
Ratings for Social Media Platforms
0 10 20 30 40 50 60 70
64%
58%
48%
43%
23%
15%
2015 B2B Technology Trends—North America: Content Marketing Institute/MarketingProfs
19. 19
SPONSORED BY:
How often does your
organization publish new
content that supports
its content marketing
program?
43% say daily or multiple
times per week
The most effective technology marketers (59%),
as well as those who have a documented
content marketing strategy (60%), are the most
likely to publish new content daily or multiple
times per week.
Company size also has an impact: 54% of
enterprise technology firms (1,000+ employees)
vs. 36% of small technology businesses
(10-99 employees) publish new content daily or
multiple times per week.
CONTENT CREATION & DISTRIBUTION
HowOftenTechnologyMarketers
PublishNewContent
Daily
Multiple Times per Week
Weekly
Multiple Times per Month
Monthly
Less than Once per Month
15%
9%
8%
28%
15%
21%
2015 B2B Technology Trends—North America: Content Marketing Institute/MarketingProfs
20. 20
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Which paid advertising
methods do you use to
promote/distribute
content?
75% use search engine
marketing (SEM)
This was a new question on the survey.
Search engine marketing (SEM) is the paid
advertising method that both technology
marketers and their B2B peers overall use most
often.
Technology marketers use all of these methods
more frequently than their B2B peers do, except
for print or other offline promotion (48% vs. 52%
for B2B marketers overall).
CONTENT CREATION & DISTRIBUTION
Technology Marketers’ Paid Advertising Usage
0 10 20 30 40 50 60 70 80
Search Engine Marketing (SEM)
Traditional Online Banner Ads
Social Ads (e.g., LinkedIn ads)
Promoted Posts (e.g., promoted Tweets)
Print or Other Offline Promotion
Native Advertising
Content Discovery Tools
75%
64%
59%
50%
48%
44%
15%
2015 B2B Technology Trends—North America: Content Marketing Institute/MarketingProfs
21. 21
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How effective are the
paid advertising methods
that you use to distribute
content?
Search engine marketing
(SEM) is considered to be the
most effective
Technology marketers view the effectiveness of
these methods nearly the same way their B2B
peers do, with the exception of print or other offline
promotion (30% of B2B marketers overall say print
is effective vs. 18% of technology marketers).
CONTENT CREATION & DISTRIBUTION
Technology Marketers’ Effectiveness Ratings
for Paid Advertising Methods
0 10 20 30 40 50 60 70
Search Engine Marketing (SEM)
Promoted Posts (e.g., promoted Tweets)
Native Advertising
Social Ads (e.g., LinkedIn ads)
Content Discovery Tools
Traditional Online Banner Ads
Print or Other Offline Promotion
48%
40%
38%
38%
33%
23%
18%
2015 B2B Technology Trends—North America: Content Marketing Institute/MarketingProfs
22. 22
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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 25%
Last year, technology marketers spent an
average of 28% of their budget on content
marketing. B2B marketers overall spend an
average of 28%.
BUDGETS & SPENDING
PercentageofMarketingBudget
TechnologyMarketersSpend
onContentMarketing
0 10 20 30 40 50
100%
75-99%
50-74%
25-49%
10-24%
1-9%
0%
Unsure
0%
2%
8%
15%
22%
21%
1%
29%
2015 B2B Technology Trends—North America: Content Marketing Institute/MarketingProfs
23. 23
SPONSORED BY:
How do you expect your
organization’s content
marketing budget to
change in the next 12
months?
56% say they will increase
spending
Last year, 58% of technology marketers said
they would increase spending. 55% of B2B
marketers overall plan to increase spending.
BUDGETS & SPENDING
ContentMarketingSpending
AmongTechnologyMarketers
(OverNext12Months)
0 10 20 30 40 50
Significantly Increase 8%
Decrease 2%
Increase
Remain the Same
48%
27%
Unsure 13%
2015 B2B Technology Trends—North America: Content Marketing Institute/MarketingProfs
24. 24
CHALLENGES & INITIATIVES
Producing Engaging Content....................................................................................................................................63%................................ 54%
Producing Content Consistently..............................................................................................................................55%................................ 50%
Measuring Content Effectiveness.............................................................................................................................53%................................ 49%
Producing a Variety of Content.................................................................................................................................46%................................ 42%
Lack of Budget...........................................................................................................................................................40%................................ 41%
Finding Trained Content Marketing Professionals..................................................................................................37%................................ 32%
Gaps in Knowledge and Skills of Internal Team......................................................................................................35%................................ 34%
Lack of Integration Across Marketing.......................................................................................................................33%................................ 30%
Lack of Buy-in/Vision from Higher-Ups....................................................................................................................30%................................ 29%
Technology-related Challenges................................................................................................................................14%................................ 20%
Producing engaging content is the biggest challenge for technology marketers, including the most effective and those who have a documented
content marketing strategy.
With regard to content marketing, how challenged are you with each of the following?
Producing engaging content is the most often cited challenge
2015 B2B Technology Trends—North America: Content Marketing Institute/MarketingProfs
Technology
Marketers
Overall Sample
of B2B Marketers
SPONSORED BY:
25. 25
CHALLENGES & INITIATIVES
Which content marketing initiatives are you working on?
73% are focused on creating more engaging content
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.
Technology marketers are working on an average of 14 initiatives, and plan to begin working on 7 more, on average, over the
next 12 months.
The highest percentages of technology marketers are presently working on:
Creating more engaging/higher-quality content: 73%
Doing better at converting website visitors: 71%
Better understanding of audience: 69%
Finding more/better ways to repurpose content: 66%
As for which they plan to begin working on within 12 months, the highest percentages selected:
Content personalization: 43%
Progressive profiling: 35%
Better mobile strategy: 34%
Developing a documented content marketing strategy: 34%
The initiatives appearing on the following pages are the 10 that received the highest combined percentages of “working on now”
and “plan to begin working on within 12 months.”
SPONSORED BY:
26. 26
CHALLENGES & INITIATIVES
Better at Converting
Website Visitors
Better Understanding
of Audience
Creating More
Engaging/Higher-Quality Content
Now Within 12 Months Not a Priority No Answer
71% 73%
16%
69%18%
6% 8%
19%
5%
5% 4% 4%
2015 B2B Technology Trends—North America: Content Marketing Institute/MarketingProfs
SPONSORED BY:
27. 27
CHALLENGES & INITIATIVES
Measuring Content Marketing ROI
Better Understanding of
What Content is
Effective—and What Isn’t
Finding More/Better Ways
to Repurpose Content
Now Within 12 Months Not a Priority No Answer
59% 66%21% 52%32%
8% 11%
28%
8%
5% 5% 4%
2015 B2B Technology Trends—North America: Content Marketing Institute/MarketingProfs
SPONSORED BY:
28. 28
CHALLENGES & INITIATIVES
Optimizing Content Creating Visual ContentOrganizing Content on Website
Now Within 12 Months
Not a Priority No Answer
59% 62%
23%
62%
23%
11% 11%
25%
10%
5%
Creating a Greater Variety of Content
56%
26%
13%
5%
5% 5%
2015 B2B Technology Trends—North America: Content Marketing Institute/MarketingProfs
SPONSORED BY:
29. 29
COMPARISON CHART
Uses content marketing.............................................................................................................................................93%....................86%
Considers organization to be effective at content marketing.................................................................................34%....................38%
Has a documented content marketing strategy.......................................................................................................33%....................35%
Has a content marketing strategy, but it’s not documented...................................................................................50%....................48%
Does not have a content marketing strategy............................................................................................................14%....................14%
Has a dedicated content marketing group...............................................................................................................48%....................47%
Is successful at tracking ROI......................................................................................................................................24%....................21%
Average number of tactics used..................................................................................................................................14...................... 13
Average number of social platforms used...................................................................................................................6........................ 6
Average number of paid advertising methods used to promote/distribute content................................................4........................ 3
Publishes new content daily or multiple times per week........................................................................................43%....................42%
Percentage of total budget allocated to content marketing....................................................................................25%....................28%
Plan to increase content marketing spend over next 12 months............................................................................56%....................55%
Average number of initiatives working on now..........................................................................................................14...................... 13
Average number of initiatives planning to begin working on within 12 months.......................................................7........................ 8
Technology
Marketers
Overall
Sample of
B2B
Marketers
Differences Between Technology Marketers
and B2B Marketers Overall
2015 B2B Technology Trends—North America: Content Marketing Institute/MarketingProfs
SPONSORED BY:
30. Has a documented content marketing strategy.........................................................................................57%................... 33%................... 13%
Has a content marketing strategy, but it’s not documented.....................................................................39%................... 50%................... 37%
Does not have a content marketing strategy...............................................................................................2%.................... 14%................... 47%
Has a dedicated content marketing group.................................................................................................76%................... 48%................... 24%
Is successful at tracking ROI........................................................................................................................45%................... 24%.................... 7%
Average number of tactics used................................................................................................................... 15...................... 14.......................13
Average number of social platforms used.....................................................................................................7........................ 6.........................6
Average number of paid advertising methods used to promote/distribute content..................................4........................ 4.........................3
Publishes new content daily or multiple times per week..........................................................................59%................... 43%................... 12%
Percentage of total budget allocated to content marketing......................................................................36%................... 25%................... 15%
Plan to increase content marketing spend over next 12 months..............................................................53%................... 56%................... 62%
Average number of initiatives working on now........................................................................................... 15...................... 14.......................10
Average number of initiatives planning to begin working on within 12 months.........................................6........................ 7.........................9
Most
Effective, TECH
Most Effective vs. Least Effective
Technology Marketers Total
Sample, TECH
Least
Effective, TECH
30
COMPARISON CHART
2015 B2B Technology Trends—North America: Content Marketing Institute/MarketingProfs
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 terms of 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 “total sample” represent total manufacturing respondents.
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31. Considers organization to be effective at content marketing....................................................................59%................... 27%.................... 6%
Content marketing strategy very closely guides efforts............................................................................ 57%.................. 21%....................N/A
Content marketing strategy somewhat guides efforts...............................................................................40%................... 66%....................N/A
Has a dedicated content marketing group.................................................................................................71%................... 43%................... 17%
Is successful at tracking ROI........................................................................................................................40%................... 19%.................... 6%
Average number of tactics used................................................................................................................... 15...................... 14.......................13
Average number of social platforms used.....................................................................................................7........................ 6.........................6
Average number of paid advertising methods used to promote/distribute content..................................4........................ 3.........................3
Publishes new content daily or multiple times per week......................................................................... 60%.................. 38%................... 19%
Percentage of total budget allocated to content marketing......................................................................32%................... 24%................... 15%
Plan to increase content marketing spend over next 12 months..............................................................59%................... 57%................... 54%
Average number of initiatives working on now........................................................................................... 16...................... 14........................9
Average number of initiatives planning to begin working on within 12 months..........................................6........................ 8.........................9
Documented
Strategy
Technology Marketers: Documented vs.
Verbal or No Content Marketing Strategy Verbal
Strategy
No
Strategy
31
COMPARISON CHART
2015 B2B Technology Trends—North America: Content Marketing Institute/MarketingProfs
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32. DEMOGRAPHICS
B2B Technology Content Marketing: 2015 Benchmarks, Budgets, and Trends – North America was produced by Content Marketing Institute and sponsored
by International Data Group (IDG).
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, Brightcove, Blackbaud, the Business Marketing Association (BMA), 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 420
respondents who said they were B2B technology
marketers in North America.
Sections of this report compare the technology
respondents with the overall sample of 1,820 B2B
marketers from North America, whose responses
were previously reported on in the Content Marketing
Institute/MarketingProfs study, B2B Content Marketing:
2015 Benchmarks, Budgets, and Trends—North America.
Additional reports based on the annual survey are
available at www.contentmarketinginstitute.com/
research. Special thanks to MarketingProfs for their
assistance with the annual survey and the B2B North
America and B2C North America reports.
B2B Technology
Job Title/Function
Size of B2B Technology Company
(by Employees)
25%
52%
14%
12%
29%
39%
6%
8%
6%
8%
■ Marketing/Advertising/
Communications/PR Management
■ Content Creation/Management
■ Marketing Administration/Support
■ Corporate Management/Owner
■ General Management (GM/VP)
■ Other
■ Large (1,000+ Employees)
■ Midsize (100-999 Employees)
■ Small (10-99 Employees)
■ Micro (Fewer than 10 Employees)
32
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33. 33
ABOUT
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 International Data Group (IDG)
International Data Group (IDG) is the world’s leading technology media, events, and research company reaching an
audience of more than 280 million technology buyers in 97 countries.
IDG Communications, a subsidiary of IDG, is the largest global technology media, data, and services company delivering
personalized and contextual-based experiences for the most powerful technology buyers. IDG’s media network features 460
websites, 200 mobile sites and apps, 179 print titles, and more than 700 conferences and events.
International Data Corporation (IDC), a subsidiary of IDG, has more than 1,000 analysts who provide global, regional, and
local expertise on technology and industry opportunities and trends in more than 110 countries.
To learn more about
content marketing for
technology marketers, attend
a full-day Industry Lab
at Content Marketing World on
September 11, 2015.
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