The seventh annual B2B content marketing report is here. Sponsored by Brightcove, this report shows where B2B marketers will spend their budget, how much budget businesses are allocating to content marketing efforts, and what kind of strategies will see in 2017.
B2B event sponsorship by the numbers (infographic)Maayan Levy
Since we started working on Sponsez, we have been reading a lot about sponsorship. Probably more than all of us ever read together in 12 years of school. There is so much information, so we decided to follow the great trend of info-graphics and share with you important insights about the industry we are in.
Read. Like? Share!
For more about why Sponsez is great for sponsors and event organizers contact us.
2017 B2C Content Marketing Benchmarks, Budgets, and TrendsMarketingProfs
Our fifth annual B2C content marketing report is here. Sponsored by Hightail, this report shows where B2C marketers will spend their budget, how much budget businesses are allocating to content marketing efforts, and what kind of strategies we will see in 2017.
[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.
Back to the Future: Four Marketing Tactics Essential to Your Success in 2013MarketingProfs
Want to boost your marketing efforts in 2013? To help you, MarketingProfs put together four info-packed articles highlighting essential marketing tactics.
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 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!
Our annual content marketing research, with this report focusing on B2C marketers and their content marketing budgets and trends. New questions, an interesting twist to our research, and valuable budgets and trends as we head into 2017 planning season.
B2B event sponsorship by the numbers (infographic)Maayan Levy
Since we started working on Sponsez, we have been reading a lot about sponsorship. Probably more than all of us ever read together in 12 years of school. There is so much information, so we decided to follow the great trend of info-graphics and share with you important insights about the industry we are in.
Read. Like? Share!
For more about why Sponsez is great for sponsors and event organizers contact us.
2017 B2C Content Marketing Benchmarks, Budgets, and TrendsMarketingProfs
Our fifth annual B2C content marketing report is here. Sponsored by Hightail, this report shows where B2C marketers will spend their budget, how much budget businesses are allocating to content marketing efforts, and what kind of strategies we will see in 2017.
[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.
Back to the Future: Four Marketing Tactics Essential to Your Success in 2013MarketingProfs
Want to boost your marketing efforts in 2013? To help you, MarketingProfs put together four info-packed articles highlighting essential marketing tactics.
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 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!
Our annual content marketing research, with this report focusing on B2C marketers and their content marketing budgets and trends. New questions, an interesting twist to our research, and valuable budgets and trends as we head into 2017 planning season.
Many organizations struggle with content—the surprising volume needed, the lack of a central strategy, the huge investment in time and resources, inconsistent quality or voice, cross-silo logistics, new channel paralysis, or the seeming lack of attributable ROI. When harnessed correctly, however, and successfully connecting content to business and brand goals, content can be a valuable working asset build relevancy and grow your business.
Company Culture: Connecting to Performance ManagementSherrie Suski
Sherrie Suski's lesson on company culture continues, with this thorough presentation on performance management, core competencies, and establishing goals for the business. Sherrie Suski's lesson is great for startups.
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!
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.
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 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.
Techniques of Social Selling: Just Do It! (Sales for Life)SAVO
In this presentation Jamie Shanks and Tim Keelan will provide you with TACTICAL Tips and Tricks that you can deploy within your sales team immediately to help them master Social Selling
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.
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.
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.
Business-to-Business manufacturing marketers have made great progress over the last year with content marketing. That’s one of the key findings in the Manufacturing Content Marketing: 2017 Benchmarks, Budgets, and Trends—North America report released by Content Marketing Institute, a UBM company, along with MarketingProfs. The report is sponsored by IEEE Engineering360 Media Solutions.
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.
Welcome to the sixth annual Content Marketing in Australia: Benchmarks, Budgets, and Trends report. One of the most striking findings was the increased percentage of Australian content marketers who have become more focused on building an audience (85%) compared with last year’s survey results (69%). This finding was not unique to Australia; the Content Marketing Institute team observed it among all groups of content marketers studied. Building a subscriber base is a key content marketing goal. However, what you do with that list is equally as important. The quality of content you create (does it speak to your audience’s wants and needs?) … how efficiently you produce it … whether it’s credible … how/when/where you distribute it – these are just a handful of factors that impact overall content marketing success. And let us not forget the
importance of a documented strategy and a strong commitment to the approach (see page 4 for a glimpse at commitment’s influence). We wish you success with using content marketing to provide meaningful, long-term value for your audience – and business results for your organisation. If you need educational resources, please let us know.
When it's time for that conversation to get buy-in on your content marketing ideas and initiatives, how do you proceed? Do you have all of the resources you need? The research and support to justify your programs? We're here to help. Download our "Mastering the Buy-In Conversation on Content Marketing: The Essential Starter Kit" now to help you. We've done the legwork so you can focus on your content marketing. Good luck, and let us know how else we can help.
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.
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.
Welcome to the Manufacturing Content Marketing Benchmarks, Budgets, and Trends with Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022.
This year’s research suggested that the pandemic awoke a sleeping giant – content marketing, that is. Without in-person events and face-to-face selling, many who had previously paid little attention to content marketing suddenly became aware of its power. More content marketers got a seat at the table and helped keep many businesses on their audiences’ radar. Some discovered new audiences altogether.
Videos and virtual events/webinars were big over the last 12 months with the manufacturing marketers we surveyed. In addition, 85% expect continued investment in video in 2022, making it the top area of predicted investment.
Yet manufacturing marketers continue to face content marketing challenges within their organizations: 51% said they are challenged with creating valuable content instead of sales-oriented content as well as with overcoming the traditional marketing and sales mindset. Fifty percent said they are challenged with accessing subject matter experts to create content. If manufacturing marketers can overcome these challenges, they’ll improve their odds of achieving greater content marketing success in the coming year.
Welcome to the 11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends report. You may notice this year’s report feels different than past years and that’s by design. A year like no other required an approach like no other.
As in past years, we fielded the survey during the summer. We asked many of the same questions as last year but added new ones to see how content marketers were faring several months into the pandemic.
Although the data did not reveal drastic reductions in content marketing resources, many respondents shared in the fill-in comments their challenges of having to do more with less. Others shared their concerns about trying to reach audiences in an overcrowded virtual world.
Nevertheless, one thing stood out: Content marketers are resilient. Most have met the challenges of the pandemic head-on: They’re adapting quickly—and they believe in the value their content provides.
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.
Greetings Marketers,
Welcome to B2B Content Marketing 2018: Benchmarks, Budgets, and Trends—North America. Our latest research indicates B2B marketers are finding content marketing success as they explore ways to work more creatively and build their audiences.
Content marketing is no longer the shiny new object. Those who have caught on are no longer asking “should we do this,” but rather “how do we really dig in and get results?” One of the most convincing pieces of evidence of this maturation? We saw an 18% year-over-year increase in respondents who say they are focused on using content marketing to build their audience (one or more subscriber bases). And that’s what differentiates content marketing from other forms of marketing – its intent is to offer valuable information so people want to hear from your business ... so they subscribe to your content because they are interested in it.
Read on for all the findings from our annual survey and consider how your organization stacks up against your peers. To take your content marketing to the next level, check out the resources on the last page of this report.
Many organizations struggle with content—the surprising volume needed, the lack of a central strategy, the huge investment in time and resources, inconsistent quality or voice, cross-silo logistics, new channel paralysis, or the seeming lack of attributable ROI. When harnessed correctly, however, and successfully connecting content to business and brand goals, content can be a valuable working asset build relevancy and grow your business.
Company Culture: Connecting to Performance ManagementSherrie Suski
Sherrie Suski's lesson on company culture continues, with this thorough presentation on performance management, core competencies, and establishing goals for the business. Sherrie Suski's lesson is great for startups.
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!
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.
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 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.
Techniques of Social Selling: Just Do It! (Sales for Life)SAVO
In this presentation Jamie Shanks and Tim Keelan will provide you with TACTICAL Tips and Tricks that you can deploy within your sales team immediately to help them master Social Selling
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.
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.
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.
Business-to-Business manufacturing marketers have made great progress over the last year with content marketing. That’s one of the key findings in the Manufacturing Content Marketing: 2017 Benchmarks, Budgets, and Trends—North America report released by Content Marketing Institute, a UBM company, along with MarketingProfs. The report is sponsored by IEEE Engineering360 Media Solutions.
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.
Welcome to the sixth annual Content Marketing in Australia: Benchmarks, Budgets, and Trends report. One of the most striking findings was the increased percentage of Australian content marketers who have become more focused on building an audience (85%) compared with last year’s survey results (69%). This finding was not unique to Australia; the Content Marketing Institute team observed it among all groups of content marketers studied. Building a subscriber base is a key content marketing goal. However, what you do with that list is equally as important. The quality of content you create (does it speak to your audience’s wants and needs?) … how efficiently you produce it … whether it’s credible … how/when/where you distribute it – these are just a handful of factors that impact overall content marketing success. And let us not forget the
importance of a documented strategy and a strong commitment to the approach (see page 4 for a glimpse at commitment’s influence). We wish you success with using content marketing to provide meaningful, long-term value for your audience – and business results for your organisation. If you need educational resources, please let us know.
When it's time for that conversation to get buy-in on your content marketing ideas and initiatives, how do you proceed? Do you have all of the resources you need? The research and support to justify your programs? We're here to help. Download our "Mastering the Buy-In Conversation on Content Marketing: The Essential Starter Kit" now to help you. We've done the legwork so you can focus on your content marketing. Good luck, and let us know how else we can help.
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.
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.
Welcome to the Manufacturing Content Marketing Benchmarks, Budgets, and Trends with Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022.
This year’s research suggested that the pandemic awoke a sleeping giant – content marketing, that is. Without in-person events and face-to-face selling, many who had previously paid little attention to content marketing suddenly became aware of its power. More content marketers got a seat at the table and helped keep many businesses on their audiences’ radar. Some discovered new audiences altogether.
Videos and virtual events/webinars were big over the last 12 months with the manufacturing marketers we surveyed. In addition, 85% expect continued investment in video in 2022, making it the top area of predicted investment.
Yet manufacturing marketers continue to face content marketing challenges within their organizations: 51% said they are challenged with creating valuable content instead of sales-oriented content as well as with overcoming the traditional marketing and sales mindset. Fifty percent said they are challenged with accessing subject matter experts to create content. If manufacturing marketers can overcome these challenges, they’ll improve their odds of achieving greater content marketing success in the coming year.
Welcome to the 11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends report. You may notice this year’s report feels different than past years and that’s by design. A year like no other required an approach like no other.
As in past years, we fielded the survey during the summer. We asked many of the same questions as last year but added new ones to see how content marketers were faring several months into the pandemic.
Although the data did not reveal drastic reductions in content marketing resources, many respondents shared in the fill-in comments their challenges of having to do more with less. Others shared their concerns about trying to reach audiences in an overcrowded virtual world.
Nevertheless, one thing stood out: Content marketers are resilient. Most have met the challenges of the pandemic head-on: They’re adapting quickly—and they believe in the value their content provides.
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.
Greetings Marketers,
Welcome to B2B Content Marketing 2018: Benchmarks, Budgets, and Trends—North America. Our latest research indicates B2B marketers are finding content marketing success as they explore ways to work more creatively and build their audiences.
Content marketing is no longer the shiny new object. Those who have caught on are no longer asking “should we do this,” but rather “how do we really dig in and get results?” One of the most convincing pieces of evidence of this maturation? We saw an 18% year-over-year increase in respondents who say they are focused on using content marketing to build their audience (one or more subscriber bases). And that’s what differentiates content marketing from other forms of marketing – its intent is to offer valuable information so people want to hear from your business ... so they subscribe to your content because they are interested in it.
Read on for all the findings from our annual survey and consider how your organization stacks up against your peers. To take your content marketing to the next level, check out the resources on the last page of this report.
The most wanted content marketing research fruitful for every B2B marketer to effectively develop a budget plan and benchmarking strategies. Full insights in to leading B2B marketer's budgets, trends and benchmarks.
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.
Hello, Content Marketers,
It is our pleasure to present the fifth annual Content Marketing in Australia: Benchmarks, Budgets, and Trends report.
As Australian marketers continue to grow in experience and content marketing maturity, so too does their overall success with the approach.
In addition, many who are just starting out appear to have the right idea: 71% whose companies are in the young/ first steps phase agree that their company is focused more on building long-term relationships than on getting quick results from content marketing.
Our hope is that your company views content marketing as an opportunity to build an audience and create ongoing value—versus just another method to generate leads and sales. The right vision—along with a documented content marketing strategy and a strong commitment to content marketing—are the first steps toward tangible business results.
Thank you for your interest in Content Marketing in the UK 2017: Benchmarks, Budgets, and Trends.
The annual content marketing survey, from which the results of this report were generated, revealed many new insights this year. We asked more questions about content marketing strategy, factors that in uence content marketing success, marketers’ attitudes about content creation and content marketing in general, and much more.
We also asked respondents about their commitment level to content marketing. To see the types of content marketing activities that those who are more committed are prioritizing, see the chart on page 4. Enjoy!
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.
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!
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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.
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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
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!
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.
Similar to 2017 B2B Content Marketing Benchmarks, Budgets, and Trends (20)
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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.
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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.
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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.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
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Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
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Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
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Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
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2. Welcome
This Year’s B2B Content Marketing
Top Performers At-A-Glance
SECTION1: Usage & Team Organization
SECTION2: Clarity, Commitment &
Overall Success
SECTION3: Content Marketing Strategy
SECTION4: Content Creation & Distribution
SECTION5:Goals & Metrics
SECTION6: Budgeting & Spending
Methodology/Demographics
About
TABLE OF CONTENTS
SPONSORED BY
3
4
5
10
19
24
41
44
45
35
2
3. WELCOME
Greetings Marketers,
Welcome to the 7th Annual B2B Content Marketing Benchmarks, Budgets, and Trends—North
America report. We’ve made quite a few changes to our annual survey this year to reflect the
maturing content marketing industry.
This year’s research paints a brighter picture than the last few years, indicating that content
marketing is alive and well! Content marketers are on track—with 62% reporting that their
organizations are much more or somewhat more successful with their overall content marketing
approach compared with one year ago.
Like last year, those who are further along with their approach are the most successful, while
the vast majority of the least successful are in the young/early phases of content marketing.
With time, a documented strategy, creativity, meaningful goals and metrics, a willingness to
experiment, and perhaps most importantly, a commitment to content marketing, those
marketers will succeed.
Please watch for continuing editorial coverage of our research findings throughout 2017.
We hope you will find the insights useful as you prepare for the year ahead.
Yours in content,
Joe & Ann
Joe Pulizzi
Founder
Content Marketing Institute
Ann Handley
Chief Content Officer
MarketingProfs
3
SPONSORED BY
4. 4
COMPARISION CHART
Most Successful All Respondents Least Successful
Organization is clear on what an effective or
successful content marketing program looks like
81% 41% 14%
Organization is extremely/very committed to content marketing 91% 63% 35%
Describes organization’s content marketing maturity as sophisticated/mature 72% 28% 2%
Has a documented content marketing strategy 61% 37% 13%
Content marketing strategy is extremely/very effective 83% 34% 2%
Measures content marketing ROI 88% 72% 56%
Percentage of total marketing budget allocated to content marketing (average) 39% 29% 22%
Agrees that organization is realistic about what content marketing can achieve 91% 68% 41%
Agrees that organization is able to quickly adjust content marketing strategy 87% 66% 41%
Always/frequently delivers content consistently 85% 58% 32%
Agrees that leadership gives ample time to produce results 77% 52% 26%
This Year’s B2B Content Marketing Top Performers
At-A-Glance
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Chart term definitions: A top performer (aka, “most successful”) is one who characterizes his or her organization’s overall content marketing approach as extremely or very successful.
The “least successful” characterize their organization’s approach as minimally or not at all successful.
SPONSORED BY
5. 5
USAGE&TEAM
ORGANIZATION
28% 55% 42%Are in the
sophisticated/
mature phase of
content marketing
maturity
Have small content
marketing teams
serving the entire
organization
Have experienced
management changes
that have had a
positive impact on
the organization’s
content marketing
USAGE&TEAM
ORGANIZATION
SPONSORED BY
CONTENT MARKETING
6. 6
USAGE & TEAM ORGANIZATION
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Does your organization use content marketing?
Content marketing is defined 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.”
Note: Of the 11% nonusers, 52% say they
plan to launch a content marketing effort
within 12 months; 43% had no immediate
plans to begin using content marketing; and
5% had used content marketing in the past
but stopped.
Base = B2B marketers.
89%
Yes
11%
No
Percentage of B2B Marketers
Using Content Marketing
SPONSORED BY
7. 7
USAGE & TEAM ORGANIZATION
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
How would you describe your organization’s
content marketing maturity level?
HowB2BMarketersAssessTheirOrganization’sContentMarketingMaturityLevel
SOPHISTICATED MATURE ADOLESCENT YOUNG FIRST STEPS
6% 22% 35% 26% 10%Providing accurate
measurement
to the business,
scaling across the
organization
Finding success,
yet challenged with
integration across the
organization
Have developed
a business case,
seeing early success,
becoming more
sophisticated with
measurement
and scaling
Growing pains,
challenged with
creating a cohesive
strategy and a
measurement plan
Doing some aspects
of content, but
have not yet begun
to make content
marketing a process
Base = Content marketers; aided list.
SPONSORED BY
8. 8
USAGE & TEAM ORGANIZATION
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
How is content marketing structured
within your organization?
B2B Content Marketing Organizational Structure
24%
5%
13%
55%
2%
Centralized content marketing group
that works with multiple brands/product
lines throughout the organization
Each brand (product line/property)
has its own content marketing team
Both: A centralized group as well
as individual teams throughout
the organization
Small (or one-person) marketing/
content marketing team
serves the entire organization
Other
Base = Content marketers; aided list.
SPONSORED BY
9. 9
USAGE & TEAM ORGANIZATION
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Has your organization undergone any management
and/or structural changes over the last 12 months that
have impacted your content marketing approach?
Base = Content marketers; aided list.
48%
9%42%
B2B Management Changes Impacting Content Marketing
Yes, had
a positive
impact
Yes, had
a negative
impact
No changes
SPONSORED BY
10. 10
CLARITY,COMMITMENT
&OVERALLSUCCESS
63% 22% 62%Are extremely or
very committed to
content marketing
Are extremely or
very successful
with their overall
approach to
content marketing
Are much more or
somewhat more
successful with
content marketing
than they were one
year ago
SPONSORED BY
CONTENT MARKETING
11. 11
CLARITY, COMMITMENT & OVERALL SUCCESS
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
In your organization, is it clear what an effective or
successful content marketing program looks like?
Base = Content marketers; aided list.
29%
30%41%
Percentage of B2B Marketers Whose Organizations
Have Clarity on Content Marketing Success
Yes
No
Unsure
SPONSORED BY
12. 12
CLARITY, COMMITMENT & OVERALL SUCCESS
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
How would you describe your organization’s
commitment level to content marketing?
Base = Content marketers; aided list.
30%
6%
1%
41%
22%
B2B Organizations’ Commitment to Content Marketing
Extremely
Committed
Very Committed
Somewhat
CommittedNot Very
Committed
Not At All
Committed
SPONSORED BY
13. 13
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
CLARITY, COMMITMENT & OVERALL SUCCESS
How would you characterize the success
of your organization’s current overall
content marketing approach?
Base = Content marketers; aided list.
Note: The survey defined success as
achieving your organization’s desired/
targeted results. This report defines the
Top 2 respondents (extremely/very) as
“most successful” or “top performers,”
and the Bottom 2 (minimally/not at all)
as “least successful.”
53%
22%3%
19%
3%
How B2B Marketers Rate the Success of Their
Organizations’ Overall Content Marketing Approach
Extremely
Successful
Very
Successful
Moderately
Successful
Minimally
Successful
Not At All
Successful
SPONSORED BY
14. 14
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
CLARITY, COMMITMENT & OVERALL SUCCESS
How does the success of your organization’s
current overall content marketing approach
compare with one year ago?
Base = Content marketers; aided list.
How B2B Marketers Rate Their Organization’s
Content Marketing Success Compared
With One Year Ago
17%
45%
28%
2% 1%
7%
Much More
Successful
Somewhat
More
Successful
About the
Same as
One Year
Ago
Somewhat
Less
Successful
Much Less
Successful
Does Not
Apply
(program less than
one year old)
SPONSORED BY
15. 15
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
CLARITY, COMMITMENT & OVERALL SUCCESS
To what factors do you attribute your
organization’s increase in overall success?
Base=Contentmarketerswhosaidtheirorganizations’contentmarketingsuccessismuch/
somewhatmoresuccessfulthanoneyearago.Aidedlist;multipleresponsespermitted.
Other reasons cited: Content
Marketing Technologies/Tools
(28%), More Budget for Content
Marketing (25%), Content
Marketing Training/Education
(23%), We Have Given Our
Efforts Time to Bear Fruit and
Are Now Getting Results (21%),
Assistance of Outside Expertise
(10%), Changes in Target
Audience (7%), and Other (3%).
Factors Contributing to B2B Marketers’
Increased Success Over the Last Year
85%
72%
53%
50%
Content Creation (higher
quality, more efficient)
Strategy (development
or adjustment)
Content Marketing Has
Become a Greater Priority
Spending More Time on
Content Marketing
Content Distribution (better
targeting, identification
of what works)
Management/HR (organizational
changes, staffing, new content
marketing roles)
Content Measurement
(growing in ability to
show results)
53%
43%
42%
SPONSORED BY
16. 16
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
CLARITY, COMMITMENT & OVERALL SUCCESS
To what factors do you attribute your organization’s
stagnancy in success with content marketing?
Base = Content marketers who said their organizations’ content marketing success is
about the same as one year ago. Aided list; multiple responses permitted.
Other reasons cited: Content
Marketing Technologies/Tools
[lack of, or new systems that
require a learning curve] (24%),
Lack of Content Marketing
Training/Education (22%), Lack
of Adequate or Effective Content
Distribution (20%), Program
Hasn’t Had Enough Time to Bear
Fruit/Produce Results (14%),
Changes in Target Audience
(5%), and Other (7%).
Factors Contributing to B2B Marketers’
Stagnant Success Over the Last Year
52%Not Enough Time Devoted
to Content Marketing
Content-Creation
Challenges
Strategy Issues (lack of strategy,
developing/adjusting strategy)
Management/HR
(organizational changes,
staffing issues)
Content Marketing Budget
Issues (inadequate budget,
budget cuts)
Content Marketing Not
Prioritized Highly Enough
Content Measurement
Challenges
49%
49%
38%
37%
34%
32%
SPONSORED BY
17. 17
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
CLARITY, COMMITMENT & OVERALL SUCCESS
To what factors do you attribute your organization’s
decrease in success with content marketing?
Base = Content marketers who said their organizations’ content marketing success is
somewhat/much less successful than one year ago. Aided list; multiple responses permitted.
Other reasons cited: Changes
in Target Audience (20%), Lack
of Adequate or Effective Content
Distribution (20%), Lack of
Content Marketing Training/
Education (20%), Content
Measurement Challenges
(13%), Content Marketing
Technologies/Tools [lack of,
or new systems that require a
learning curve] (10%), Program
Hasn’t Had Enough Time to Bear
Fruit/Produce Results (10%),
and Other (23%).
Factors Contributing to B2B Marketers’
Decreased Success Over the Last Year
57%
Not Enough Time Devoted
to Content Marketing
Content-Creation
Challenges
Strategy Issues (lack of strategy,
developing/adjusting strategy)
Management/HR
(organizational changes,
staffing issues)
Content Marketing Budget
Issues (inadequate budget,
budget cuts)
Content Marketing Not
Prioritized Highly Enough
47%
43%
40%
33%
27%
SPONSORED BY
18. 18
CLARITY, COMMITMENT & OVERALL SUCCESS
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Indicate your level of agreement with the following statements
concerning content marketing in your organization.
Base = Content marketers; aided list.
B2B Marketers’ Opinions About Content Marketing
88% 8% 4%
78% 13% 9%
74% 14% 12%
72% 13% 15%
68% 17% 15%
68% 18% 14%
66% 18% 16%
52% 24% 24%
Content marketing is an important component
of our organization’s marketing program
Our organization is focused on providing an
overall exceptional experience for our audience
Our organization is focused more on building
long-term relationships than on getting quick
(campaign-like) results from our content marketing
Our organization values creativity and
craft in content creation and production
Our organization is focused on building
audiences (building one or more subscriber bases)
Our organization has realistic expectations
about what content marketing can achieve
We are able to respond quickly when necessary
to adjust our content marketing strategy
Our leadership team gives us ample time to
produce content marketing results
■ Agree ■ Neither Agree Nor Disagree ■ Disagree
SPONSORED BY
19. 19
CONTENTMARKETING
STRATEGY
37%Have a
documented
content marketing
strategy
73% 34%Say their strategy
includes a plan to
operate content
marketing as an
ongoing business
process, not
simply a campaign
Say their strategy
is extremely or very
effective at helping
their organization
achieve its current
content marketing
goals
SPONSORED BY
20. 20
CONTENT MARKETING STRATEGY
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Does your organization have a
content marketing strategy?
Base = Content marketers; aided list.
41%4%
37%
17%
Percentage of B2B Marketers Who Have
a Content Marketing Strategy
Yes, and it is
documented
No, with no plans
to have one within
12 months
Yes, but it is not
documented
No, but plan to have
one within 12 months
SPONSORED BY
21. 21
CONTENT MARKETING STRATEGY
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Which of the following elements are included in
your content marketing strategy?
Base = Content marketers who have a content marketing strategy.
Aided list; multiple responses permitted.
Elements B2B Marketers Include
in Their Content Marketing Strategy
73%
A plan to operate content marketing
as an ongoing business process,
not simply a campaign
Content mission and a differentiated
story/value to deliver
Deep understanding of
audience personas
A process to align with other sales/
marketing/loyalty initiatives
Well-defined business goals for content
A measurement plan to provide both
insight and progress toward
the business goals
The ability to scale over time (i.e., to grow
along with your organization)
Other elements
Unsure
59%
57%
55%
54%
51%
35%
18%
3%
SPONSORED BY
22. 22
CONTENT MARKETING STRATEGY
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
How effective is your content marketing strategy
at helping your organization achieve its current
content marketing goals?
Base = Content marketers who have a content marketing strategy; aided list.
54%
10%1%
29%
5%
How B2B Marketers Rate the Effectiveness
of Their Content Marketing Strategy
Extremely
Effective
Very
Effective
Moderately
Effective
Minimally
Effective
Not At All
Effective
SPONSORED BY
23. 23
CONTENT MARKETING STRATEGY
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
How effective is your content marketing strategy
compared with one year ago?
Base = Content marketers who have a content marketing strategy; aided list.
How B2B Marketers Rate the Effectiveness of Their
Content Marketing Strategy Compared With One Year Ago
24%
46%
23%
2% 0%
5%
Much More
Effective
Somewhat
More
Effective
About the
Same as
One Year
Ago
Somewhat
Less
Effective
Much Less
Effective
Does Not
Apply
(program less than
one year old)
SPONSORED BY
24. 24
CONTENTCREATION
&DISTRIBUTION
76% 71% 69%Prioritize
delivering content
quality over
quantity
Consider how
their content
impacts the
overall experience
a person has with
their organization
Focus on creating
content for their
audience versus
their brand
SPONSORED BY
CONTENT MARKETING
25. 25
CONTENT CREATION & DISTRIBUTION
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Which content marketing tools does your
organization currently use?
Base = Content marketers. Aided list; multiple responses permitted.
Fewer than 40% of B2B
marketers said they
use the following tools:
Measurement KPIs/Dashboard
(36%), Media Plan/Paid
Advertising Calendar (32%),
Editorial Mission Statement
(18%), Content Collaboration/
Workflow Software (13%),
Digital Asset Management
(DAM) System/File Storage
(11%), Content Distribution
Software (9%), Content
Planning/Creation Software
(8%), and Other (5%).
B2B Marketers’ Content Marketing Tool Usage
79%
Social Media Guidelines
Buyer Personas
Marketing Automation Software
Brand Style/Tone of Voice Guidelines
Social Media Calendar
Content Management System
Editorial Calendar
Dedicated Email Platform
Analytics Tools
64%
62%
56%
56%
51%
51%
47%
43%
:
SPONSORED BY
26. 26
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
CONTENT CREATION & DISTRIBUTION
Which techniques does your organization use to
gain knowledge about its target audience(s)?
Base = Content marketers. Aided list; multiple responses permitted.
Fewer than 35% of B2B
marketers said they use
the following techniques:
Database Analysis (31%),
Qualitative Primary Research
(28%), Quantitative Primary
Research (27%), Auditing
Existing Buyer Data (24%),
Expert Advisory Boards (11%),
Usability Testing (11%), and
Other (1%). 3% said they do
not use techniques.
Techniques B2B Marketers Use to Learn About
Audience(s) for Content Marketing Purposes
58%
Secondary Data Analysis
A/B Testing
Customer Feedback/Panels
Social Listening
Competitive Analysis
Employee Feedback
Keyword Search
Website Analysis
57%
50%
47%
44%
42%
40%
37%
SPONSORED BY
27. 27
CONTENT CREATION & DISTRIBUTION
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Compared with 2016, do you expect your
organization to produce more, the same amount,
or less original content in 2017?
Base = Content marketers; aided list.
25%
2%
3%
70%
Expected Change in B2B Content Creation
(2016 vs. 2017)
More
Same
AmountLess
Unsure
SPONSORED BY
28. 28
CONTENT CREATION & DISTRIBUTION
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Which content marketing tactics does
your organization use?
Base = Content marketers. Aided list; multiple responses permitted.
Fewer than 50% of B2B
marketers said they use
the following tactics:
Online Presentations (42%),
Illustrations/Photos (39%),
Research Reports (28%),
Interactive Tools (28%), Print
Magazines (23%), Digital
Magazines (17%), Books
(15%), Mobile Apps (14%),
Podcasts (12%), Separate
Content Hubs (10%), Video
[live-streaming media] (10%),
Print Newsletters (9%),
Virtual Conferences (8%),
and Other (12%).
B2B Marketers’ Content Marketing Tactic Usage
83%
Webinars/Webcasts
Infographics
Video (pre-produced)
Ebooks/White Papers
In-Person Events
Email Newsletters
Blogs
Social Media Content
80%
77%
65%
60%
58%
58%
68%
Average
Number
Used:
8
SPONSORED BY
29. 29
CONTENT CREATION & DISTRIBUTION
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Which content marketing tactics that your
organization uses will be most critical to its overall
content marketing success in 2017?
Base = Content marketers who use the tactics shown; multiple responses permitted.
Fewer than 30% of B2B
marketers whose organizations
use the following tactics said the
tactic will be critical to overall
content marketing success
in 2017: Infographics (15%),
Research Reports (12%), Online
Presentations (11%), Interactive
Tools (9%), Illustrations/Photos
(7%), Print Magazines (6%), Digital
Magazines (5%), Books (4%),
Mobile Apps (4%), Video [live-
streaming media] (4%), Separate
Content Hubs (4%), Podcasts (3%),
Print Newsletters (2%), Virtual
Conferences (2%), and Other (4%).
Tactics Used That B2B Marketers Say Will be
Most Critical to Content Marketing Success in 2017
52%
Webinars/Webcasts
Video (pre-produced)
Ebooks/White Papers
In-Person Events
Email Newsletters
Blogs
Social Media Content
40%
40%
36%
32%
30%
38%
SPONSORED BY
30. 30
CONTENT CREATION & DISTRIBUTION
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
How often do you take the following concepts into
account while creating content for your organization?
Base: Content marketers; aided list.
How Often B2B Marketers Consider
Various Concepts While Creating Content
76% 20% 4%
71% 22% 7%
69% 23% 8%
64% 26% 10%
58% 28% 14%
53% 32% 15%
50% 34% 16%
Prioritize delivering content
quality over content quantity
Consider how our content impacts the overall
experience a person has with our organization
Differentiate our content from our competition’s
Focus on creating content for our
audience versus our brand
Deliver content consistently
Craft content based on specific
points of the buyer’s journey
Prioritize providing the right content
to the right person at the right time
■ Always/Frequently ■ Sometimes ■ Rarely/Never
SPONSORED BY
31. 31
CONTENT CREATION & DISTRIBUTION
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Which channels does your organization use
to distribute content?
Base = Content marketers. Aided list; multiple responses permitted.
Fewer than 25% of B2B
marketers said they use
the following channels:
Pinterest (14%), Medium (6%),
Snapchat (3%), iTunes (3%),
Tumblr (2%), and Other (18%).
Channels B2B Marketers Use to Distribute Content
93%
Instagram
SlideShare
Print
Google+
YouTube
Facebook
Twitter
LinkedIn
Email
89%
77%
59%
35%
30%
26%
26%
76%
Average
Number
Used:
6
SPONSORED BY
32. 32
CONTENT CREATION & DISTRIBUTION
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
How important is each channel your organization
uses to its overall content marketing success?
Base = Content marketers who use the channels shown; multiple responses permitted.
Note: Percentages comprise
marketers who rated each
channel a 4 or 5 on a 5-point
scale where 5 = Extremely
Important and 1 = Not At
All Important. Importance
ratings for Pinterest, Medium,
Snapchat, iTunes, and
Tumbler are not reported due
to low incidence of use.
Channels B2B Marketers Use to Distribute Content
Rated by Importance to Overall Content Marketing Success
91%
Facebook
Instagram
Google+
YouTube
Twitter
SlideShare
LinkedIn
Email
Print
71%
58%
55%
40%
38%
30%
16%
56%
SPONSORED BY
33. 33
CONTENT CREATION & DISTRIBUTION
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Which paid methods of content promotion does your
organization use in its content marketing efforts?
Base = Content marketers. Aided list; multiple responses permitted.
Paid Methods B2B Marketers Use to Promote Content
84%
Traditional Online Banner Ads
Native Advertising
Do Not Use
Print or Other Offline Promotion
Search Engine Marketing
Social Promotion
67%
58%
41%
18%
8%
55%
Average
Number
Used:
3
Content Discovery Tools
SPONSORED BY
34. 34
CONTENT CREATION & DISTRIBUTION
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
How effective are the paid methods of content
promotion that your organization uses?
Base = Content marketers who use the paid methods shown; multiple responses permitted.
Note: Percentages comprise
marketers who rated each paid
method a 4 or 5 on a 5-point scale
where 5 = Extremely Effective
and 1 = Not At All Effective. The
survey defined effectiveness
as accomplishing your content
marketing objectives.
Paid Methods B2B Marketers Use to
Promote Content Rated by Effectiveness
Print or Other Offline Promotion
Native Advertising
Traditional Online Banner Ads
Content Discovery Tools
Social Promotion
Search Engine Marketing 54%
50%
27%
24%
24%
35%
SPONSORED BY
35. 35
GOALS&METRICS
80% 78% 75%Will focus on lead
gen as a content
marketing goal
over the next 12
months
Use website traffic
to measure how
well their content
marketing is
producing results
Can demonstrate how
content marketing
has increased
audience engagement
SPONSORED BY
CONTENT MARKETING
36. 36
GOALS & METRICS
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Which content marketing goals will your
organization focus on over the next 12 months?
Base: Content marketers. Aided list; multiple responses permitted.
Fewer than 45% of B2B
marketers cited the following
goals: Customer Evangelism/
Creating Brand Advocates (42%),
Upsell/Cross-Sell (38%), Cost
Savings (16%), and Other (2%).
Organizational Goals for B2B Content Marketing
Over Next 12 Months
Customer Rention/Loyalty
Building an Audience via
Subscription Growth
Engagement
Lead Nurturing
Sales
Brand Awareness
Lead Generation 80%
79%
66%
62%
56%
52%
71%
SPONSORED BY
37. 37
GOALS & METRICS
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Which metrics does your organization use
to determine how well its content marketing
is producing results?
Base = Content marketers. Aided list; multiple responses permitted.
Fewer than 35% of B2B marketers
said they use the following
metrics: Qualitative Feedback
from Customers (33%), Inbound
Links (32%), Data Capture (28%),
Customer Renewal Rates (19%),
Purchase Intent (17%), Brand Lift
(15%), and Other (4%). 2% said they
do not use metrics.
B2B Marketers’ Content Marketing Metrics Usage
SEO Ranking
Sales
Sales Lead Quantity
Subscriber/Community Growth
Social Media Sharing
Time Spent on Website
Higher Conversion Rates
Sales Lead Quality
Website Traffic 78%
57%
57%
54%
51%
51%
40%
50%
47%
SPONSORED BY
38. 38
GOALS & METRICS
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Which metrics that your organization uses provide truly
measurable results of your content marketing efforts?
Base = Content marketers who use the metrics shown; multiple responses permitted.
Fewer than 15% of B2B marketers whose
organizations use the following metrics
said the metric provides truly measurable
results of their content marketing efforts:
Inbound Links (11%), Qualitative Feedback
from Customers (10%), Data Capture (9%),
Customer Renewal Rates (8%), Purchase
Intent (5%), Brand Lift (4%), and Other (2%).
9% said none of the metrics they use provide
truly measurable results.
Metrics Used That B2B Marketers Say Provide
Truly Measurable Results of Content Marketing Efforts
SEO Ranking
Sales Lead Quantity
Social Media Sharing
Sales
Time Spent on Website
Higher Conversion Rates
Sales Lead Quality
Website Traffic 42%
34%
30%
27%
25%
23%
21%
23%
22%
Subscriber/Community Growth
SPONSORED BY
39. 39
GOALS & METRICS
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
At which phases of the buyer’s journey does your
organization measure content marketing ROI?
Base = Content marketers. Aided list; multiple responses permitted.
Phases of Buyer’s Journey Where B2B Marketers
Measure Content Marketing ROI
Top-of-funnel
• Lead generation
• Building an audience
Mid-funnel
• Developing relationships with
qualified leads and existing customers
Bottom-of-funnel
• Conversions
• Sales
Post-sales
• Retention
• Upsell/Cross-Sell
• Loyalty
• Evangelism
Do not measure
content marketing ROI
49%
35%
44%
22%
28%
SPONSORED BY
40. 40
GOALS & METRICS
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Indicate your level of agreement with each statement
concerning the content marketing metrics
used in your organization.
Base = Content marketers who use metrics to determine content marketing results; aided list.
B2B Marketers’ Metrics Agreement Statements
75% 15% 10%
72% 18% 10%
57% 27% 16%
27% 43% 30%
I/my team can demonstrate how content marketing has…
Increased audience
engagement
Increased our sales
Increased our
number of leads
Decreased our cost of
customer acquisition
■ Agree ■ Neither Agree Nor Disagree ■ Disagree
SPONSORED BY
41. 41
BUDGETS&SPENDING
29% 39% 45%Is the average
proportion of total
marketing budget
that is spent on
content marketing
Plan to increase
their content
marketing
spending over the
next 12 months
Plan to keep their
content marketing
spending around the
same level over the
next 12 months
SPONSORED BY
CONTENT MARKETING
42. 42
BUDGETS & SPENDING
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Approximately what percentage of your organization’s
total marketing budget (not including staff)
is spent on content marketing?
Base = Content marketers; aided list.
Percentage of Total Marketing Budget Spent
on B2B Content Marketing
1%
5%
9%
13%
19%
22%
28%
3%
100% 75-99% 50-74% 25-49% 10-24% 1-9% 0% Unsure
Average:
29%
SPONSORED BY
43. 43
BUDGETS & SPENDING
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
How do you expect your organization’s content
marketing budget to change in the next 12 months?
Base = Content marketers; aided list.
45%
2%
14%
39%
B2B Content Marketing Spending
(Over Next 12 Months)
Increase
Remain
the Same
Decrease
Unsure
SPONSORED BY
44. 44
METHODOLOGY/DEMOGRAPHICS
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
B2BContentMarketing:2017Benchmarks,Budgets,andTrends—NorthAmerica was produced by Content Marketing Institute and MarketingProfs
and sponsored by Brightcove.
The 7thAnnualContentMarketingSurvey, from which the results of this report were generated, was mailed electronically to a sample of marketers
included in lists from Content Marketing Institute, MarketingProfs, The Association for Data-driven Marketing & Advertising (ADMA), and WTWH Media.
A total of 2,562 recipients from around the globe—representing a full range of industries, functional areas, and company sizes—completed the survey
during July and August 2016. This report presents the findings from the 1,102 respondents who said they were B2B marketers in North America.
B2B Industry
Classification
Size of B2B Company
(by Employees)
B2B Job Title/
Function
19%
31%
27%
23%
■ Small (10-99 Employees)
■ Micro(Fewerthan10Employees)
■ Midsize (100-999 Employees)
■ Large (1,000+ Employees)
■ Technology
■ Agency (Advertising, Digital Marketing,
Content Marketing, PR, Marcom)
■ Manufacturing
■ Consulting
■ Publishing/Media
■ Banking/Accounting/Financial
■ Healthcare/Pharmaceuticals
■ Engineering/Construction/Architecture
■ Other
25%
18%
16%
9%
5%
3%
3%
3%
18%
43%
16%
11%
15%
9%
6%
■ Marketing/Advertising/
Communications/PR Management
■ Corporate Management
(Owner/President, CEO, CMO)
■ Content Creation/Management
■ Marketing – Staff/Support
■ General Management (GM, VP)
■ Other
SPONSORED BY
45. 45
ABOUT
Content Marketing Institute and MarketingProfs thank all the survey respondents and the
distribution partners who made this survey possible.
About Content Marketing Institute (CMI)
Content Marketing Institute is the leading global content marketing education and training organization, teaching enterprise brands how
to attract and retain customers through compelling, multichannel storytelling. CMI’s Content Marketing World event, the largest content
marketing-focused event, is held every September in Cleveland, Ohio, USA, and the Intelligent Content Conference event is held every spring.
CMI publishes the bi-monthly magazine Chief Content Officer, and provides strategic consulting and content marketing research for some of
the best-known brands in the world. Watch this video to learn more about CMI, a UBM company. To view all research and to subscribe to our
emails, visit www.contentmarketinginstitute.com.
About MarketingProfs
MarketingProfs offers real-world education for modern marketers. More than 600,000 marketing professionals worldwide rely on our free
daily publications, virtual conferences, MarketingProfs University, and more to stay up to date on the most important trends and tactics in
marketing—and how to apply them to their businesses. Visit MarketingProfs.com for more information.
About Brightcove
Brightcove Inc. (NASDAQ:BCOV) is the 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 nearly 5,000 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.
SPONSORED BY