The document discusses findings from a survey on B2B content marketing in North America in 2018. Some key findings include:
- Over half of respondents have small marketing/content teams serving the entire organization.
- Nearly 40% have a documented content marketing strategy, while 19% plan to develop one within 12 months.
- The most commonly used content types, formats, and social platforms for achieving objectives are ebooks/white papers, email, and LinkedIn.
- Commitment to content marketing and overall success levels are similar to last year, with nearly 65% reporting increased success in the past year.
How can you plan your content marketing initiatives? What types of content are most effective for B2B companies? And importantly, how can you actually measure the result of your content marketing?
A Guide to Modern B2B Content Marketing from Modern Marketing Partners will answer those questions and take you through the content marketing process; including planning, implementation, and measurement. Download at http://www.modernmarketingpartners.com/Download-Whitepaper-Guide-To-Modern-B2B-Content-Marketing.cfm
For small to mid-sized businesses, it's better to create a last-minute marketing plan than never create one at all. Learn which five core components a B2B marketing plan must include to kick off a successful year.
This document outlines a marketing strategy that utilizes multiple channels, including email, text, social media, blogs, and search engine optimization. It discusses targeting specific groups, testing campaigns, analyzing results, categorizing leads, and refining the approach. Email marketing is highlighted as a core solution, while other channels like telemarketing, mail marketing, and pay-per-click advertising are presented as opportunities requiring further advice and consultation. The strategy advocates testing approaches, learning from data, and continually optimizing tactics based on performance.
Free Growth Marketing Plan Sample For a B2B AI Technology CompanyGrowth Channel
This free growth marketing plan is prepared by Growth Channel for a B2B AI technology company targeting eCommerce business owners in the Netherlands and Germany.
To learn more or create a marketing plan for your own business, go to https://growthchannel.io
Growth Strategy for B2B SaaS | GMA WebinarsGraceChong37
The 1st in Asia | Growth Marketing Academy
🙌🏻Register for FREE and watch the recording whenever you’re FREE!🙌🏻
👉🏻Join Now: https://bit.ly/3kUligs
【Growth Strategy for B2B SaaS - How to Build Your Product into a Growth-Ready One?】
✍🏻What will I learn…
1.What B2B SaaS means
2.Product life-cycle and customer journey in B2B SaaS
3.The go-to-market strategies for B2B SaaS
4.How marketers can better align with product team for growth
👨🏻💼Meet Our Speaker - YuHsuan
YuHsuan Chao is a product expert and serial entrepreneur in SaaS. Experienced in the full lifecycle of SaaS from development to go-to-market, she's currently at Zendesk helping thousands of businesses deliver the best customer experiences.
🐾We will update the webinars, if you want to get more marketing knowledge, please subscribe to our channel!
👉🏻 learn more: https://www.growthmarketer.academy/
Smart Digital Marketing Plan for eCommerce Website, by Anthony RaglandAnthony Ragland
This presentation, by Smart Digital, Inc is a 2015 Digital Marketing Presentation for an eCommerce Website Client.
About Smart Digital Marketing Firm:
Smart Digital is a forward-thinking digital marketing service firm located in Atlanta, Georgia. Our team provides expert digital marketing services to companies who want to increase their online revenue and expand their digital footprint. Our firm capabilities are smart digital marketing strategies and savvy growth hacking strategies.
About The Presenter:
Anthony M. Ragland is the founder of Smart Digital, inc. As founder, he is the leader of the firm’s digital marketing practice. Anthony plays a hands-on role in the strategic planning and tactical execution of all client projects.
How to Unlock the ROI of Your Marketing AnalyticsClearPivot
Profit-making businesses expect to grow over time — grow sales and grow in value. Companies that fail to grow are at risk of losing out to the competition, and eventually going under.
Marketing represents the engine of business growth.
Businesses have always needed to accurately identify their niche, develop a strong marketing plan that focus on the target group, and deliver an effective message. Now, they must also develop a keen focus in tracking marketing metrics. Why? Because many businesses spend significant money on their marketing efforts, but then experience disappointment because of poor results.
Smart businesses understand how to utilize analytics to align limited resources with the most effective marketing initiatives to get the most bang for their buck.
Learn how to identify key events — on-site and off-site initiatives — that are critical to filling your sales pipeline.
Microsoft Onboarding Bootcamp - Manchester 26 September 2019MSFTAdvertising
Microsoft held an advertising bootcamp that covered several topics:
1. They described their audience and capabilities within the Microsoft Advertising platform and how it has grown.
2. They demonstrated how to import campaigns, keywords, and other settings from Google Ads into Microsoft Advertising.
3. They explained how to set up and optimize Dynamic Search Ads to uncover new business opportunities and drive incremental volume and lower costs compared to standard search campaigns.
4. They discussed how to implement Universal Event Tracking to power features like remarketing lists and automated bidding, and how to optimize ad copies for key remarketing audiences.
How can you plan your content marketing initiatives? What types of content are most effective for B2B companies? And importantly, how can you actually measure the result of your content marketing?
A Guide to Modern B2B Content Marketing from Modern Marketing Partners will answer those questions and take you through the content marketing process; including planning, implementation, and measurement. Download at http://www.modernmarketingpartners.com/Download-Whitepaper-Guide-To-Modern-B2B-Content-Marketing.cfm
For small to mid-sized businesses, it's better to create a last-minute marketing plan than never create one at all. Learn which five core components a B2B marketing plan must include to kick off a successful year.
This document outlines a marketing strategy that utilizes multiple channels, including email, text, social media, blogs, and search engine optimization. It discusses targeting specific groups, testing campaigns, analyzing results, categorizing leads, and refining the approach. Email marketing is highlighted as a core solution, while other channels like telemarketing, mail marketing, and pay-per-click advertising are presented as opportunities requiring further advice and consultation. The strategy advocates testing approaches, learning from data, and continually optimizing tactics based on performance.
Free Growth Marketing Plan Sample For a B2B AI Technology CompanyGrowth Channel
This free growth marketing plan is prepared by Growth Channel for a B2B AI technology company targeting eCommerce business owners in the Netherlands and Germany.
To learn more or create a marketing plan for your own business, go to https://growthchannel.io
Growth Strategy for B2B SaaS | GMA WebinarsGraceChong37
The 1st in Asia | Growth Marketing Academy
🙌🏻Register for FREE and watch the recording whenever you’re FREE!🙌🏻
👉🏻Join Now: https://bit.ly/3kUligs
【Growth Strategy for B2B SaaS - How to Build Your Product into a Growth-Ready One?】
✍🏻What will I learn…
1.What B2B SaaS means
2.Product life-cycle and customer journey in B2B SaaS
3.The go-to-market strategies for B2B SaaS
4.How marketers can better align with product team for growth
👨🏻💼Meet Our Speaker - YuHsuan
YuHsuan Chao is a product expert and serial entrepreneur in SaaS. Experienced in the full lifecycle of SaaS from development to go-to-market, she's currently at Zendesk helping thousands of businesses deliver the best customer experiences.
🐾We will update the webinars, if you want to get more marketing knowledge, please subscribe to our channel!
👉🏻 learn more: https://www.growthmarketer.academy/
Smart Digital Marketing Plan for eCommerce Website, by Anthony RaglandAnthony Ragland
This presentation, by Smart Digital, Inc is a 2015 Digital Marketing Presentation for an eCommerce Website Client.
About Smart Digital Marketing Firm:
Smart Digital is a forward-thinking digital marketing service firm located in Atlanta, Georgia. Our team provides expert digital marketing services to companies who want to increase their online revenue and expand their digital footprint. Our firm capabilities are smart digital marketing strategies and savvy growth hacking strategies.
About The Presenter:
Anthony M. Ragland is the founder of Smart Digital, inc. As founder, he is the leader of the firm’s digital marketing practice. Anthony plays a hands-on role in the strategic planning and tactical execution of all client projects.
How to Unlock the ROI of Your Marketing AnalyticsClearPivot
Profit-making businesses expect to grow over time — grow sales and grow in value. Companies that fail to grow are at risk of losing out to the competition, and eventually going under.
Marketing represents the engine of business growth.
Businesses have always needed to accurately identify their niche, develop a strong marketing plan that focus on the target group, and deliver an effective message. Now, they must also develop a keen focus in tracking marketing metrics. Why? Because many businesses spend significant money on their marketing efforts, but then experience disappointment because of poor results.
Smart businesses understand how to utilize analytics to align limited resources with the most effective marketing initiatives to get the most bang for their buck.
Learn how to identify key events — on-site and off-site initiatives — that are critical to filling your sales pipeline.
Microsoft Onboarding Bootcamp - Manchester 26 September 2019MSFTAdvertising
Microsoft held an advertising bootcamp that covered several topics:
1. They described their audience and capabilities within the Microsoft Advertising platform and how it has grown.
2. They demonstrated how to import campaigns, keywords, and other settings from Google Ads into Microsoft Advertising.
3. They explained how to set up and optimize Dynamic Search Ads to uncover new business opportunities and drive incremental volume and lower costs compared to standard search campaigns.
4. They discussed how to implement Universal Event Tracking to power features like remarketing lists and automated bidding, and how to optimize ad copies for key remarketing audiences.
This document provides a digital marketing strategy proposal for Thing-It. It analyzes Thing-It's current digital efforts and competitors, identifies key problems around awareness, online presence, interest/desire, and lead generation. Solutions proposed include LinkedIn ads, search engine advertising, blogging, social media, and webinars. Metrics, costs, and estimated returns are provided for each solution. An optimization approach is recommended to continually test, analyze, and improve performance. The proposed strategy aims to generate 296 leads with a budget of €38,000.
Search Engine Marketing Digital Readiness Training V4Martin Walsh
This is a training presentation deck I developed for educating our internal marketers and external agencies on Search Engine Marketing (SEO and SEA etc).
The PPC Essentials for Successful Lead Generation - Hero Conf Philly 2016AdStage
This session will walk through PPC strategies for driving new leads, including types of content, channels, and ad targeting strategies. Learn how to design and optimize for conversion by examining examples of ads and lead generation strategies for your landing pages. Additionally, you'll discover the importance of and tactics for conversion tracking. In this session, you'll learn:
- PPC must-haves for lead generation
- Landing page design and optimization
- How to implement conversion tracking
Speaker:
Sahil Jain
CEO, AdStage
@Sahilio
10 strategies for increasing sales with conversion funnelsSmart Insights
Examples and best practices for increasing conversion from a webinar by Dr Dave Chaffey of Smart Insights in collaboration with our partner GetResponse
A digital marketing audit analyzes a company's online presence and digital marketing efforts. It examines a company's digital presence on social media and search, content strategy, competitor research, user experience, and reporting metrics. The audit identifies areas of concern and provides recommendations to build an effective digital marketing strategy. It involves an in-depth review of the website, analytics, and key findings presented over 2-3 weeks.
5 Ways to Leverage PPC in the Holiday SeasonHubSpot
Getting marketing results fast during the holiday season is tough. One way you can do it is through pay-per-click (PPC) ads.
Find out how you can use PPC to drive more traffic and conversion opportunities to your website during the holiday season.
Seeking to hire Digital Marketing Agency in Noida?? we are at PegaLogics, offering various Digital Marketing Service Like SEO, SMO, PPC to rank your business 1st page. Get Pegalogics Business Plan and here!!! https://www.pegalogics.com/
Digital Marketing Tools 2020...in a nutshell!Lapo Chirici
A personal selection of the most useful Digital Marketing Tools of 2020, divided by topic, both for B2C and B2B [+ BONUS Tool].
Workshop @ IED Florence - 14.11.2019
Looking to start your Digital Marketing Career? Here are various job roles in the field of digital marketing. Digital Ready is a Digital Marketing Training Service Provider in Hyderabad for Professionals, Students and Corporates.
Digital Marketing Proposal for 'Academy for Innovation and Management'Rajath D M
Proposal for digital marketing and social media management services for Academy AIM in 2017.
Academy AIM offered Innovation Consulting and Design Thinking workshops for C-suite and other top executives.
Explore LinkedIn’s demand generation capabilities and get equipped to create LinkedIn advertising campaigns that effectively generate and nurture high-quality leads.
Segmenting the Customer Journey via SearchRichard Chavez
Defining and Refining Customer Journey:How integration of SEM and SEO Segmentation Can Enhance Your Brand Identity Throughout the Customer Shopping Journey
Effective marketing of business software to executive decision makers is increasingly challenging. With broad adoption of software as a service (SaaS), and high valuations for independent software vendors (ISVs), competition has grown dramatically over the last decade. Today, over 6,000 vendors compete in more than 300 software categories*.
So what can you do to stand out? Modern Marketing Partners released a new guide to improve your marketing tactics in order to sell more software, scale your organization, and land long term funding in order to improve your product offering.
With decades of combined experience in software marketing, Modern Marketing Partners can provide you a competitive edge to grow your business now or in the future. Contact us at 630-868-5060 to discuss your needs and start improving your sales.
This document discusses building a 2012 marketing budget including metrics, dashboards, KPIs and best practices. It recommends understanding your marketing landscape by mapping out your actions, channels, hubs and activities. It then discusses calculating the value of each action and channel, and the costs associated. Finally, it covers setting goals, tracking KPIs, making data accessible, comparing performance, and celebrating progress to measure marketing performance.
Live Webinar: Advanced Strategies for Leveraging Linkedin Like a ProLinkedIn
Learn how to get the most out of LinkedIn in this advanced session that explores smart ways to organize, manage, track, and optimize your campaigns to achieve maximum results.
Expert advertiser and consultant AJ Wilcox shares strategies and tactics for leveraging the LinkedIn platform like a pro. Join AJ and our own in-house demand generation authority Cassandra Clark as they reveal proven techniques for how to:
- Structure campaigns for ease of scale, organization, and reporting
- Drive leads using LinkedIn’s advanced targeting and accurate, first-party data
- Create sophisticated targeting models around key audiences
- Bid strategically and budget effectively to accomplish your goals
- Launch creative and campaigns at scale
- Set up ad tracking for proper attribution
An Anatomy of a Digital Audit (Digital Marketing Audit)Tim Bourgeois
Digital operations are complex and sprawling ecosystems that have grown disproportionately over the past decade. To ensure digital investments are optimized, companies are increasingly turning to digital audits to assess digital performance. This presentation summarizes key themes and takeaways from the "Anatomy of a Digital Audit" workshop at the Gilbane Conference by Tim Bourgeois, digital strategist at East Coast Catalyst.
Agency Partner Programs: Generating data-driven marketing plans with AIGrowth Channel
How to Generate Data-Driven Marketing Plans in 30min
The session covered tools and best practices for automating market research, simulating campaign performance, and optimizing marketing operations using Artificial Intelligence to boost your agency operations.
- Growth Marketing vs. Digital Marketing
- Automate market research
- Identify personas & map their customer decision journey
This document outlines a plan for developing an eCommerce website. It discusses evaluating solutions for project management, hardware, web design, software, and site marketing. Specific considerations include choosing an online or offline content management system, evaluating open source and commercial shopping cart and customer relationship management options, using forums, email solutions, and analytics to understand customer behavior. The plan emphasizes managing the project well, prioritizing customer experience in design, choosing software to make purchasing easy, clearly communicating terms and payments, ensuring stock availability and delivery timelines, and appropriately marketing the site.
How to Build Your B2B Marketing Empire From the Ground UpMarketingProfs
As we celebrate and reflect on our 10th anniversary at the MarketingProfs B2B Marketing Forum, let's look to the future with hope and excitement. Let's learn from what has worked, and abandon what hasn't. Let's challenge one another to achieve epic results. Let's build to last.
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.
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.
This document provides a digital marketing strategy proposal for Thing-It. It analyzes Thing-It's current digital efforts and competitors, identifies key problems around awareness, online presence, interest/desire, and lead generation. Solutions proposed include LinkedIn ads, search engine advertising, blogging, social media, and webinars. Metrics, costs, and estimated returns are provided for each solution. An optimization approach is recommended to continually test, analyze, and improve performance. The proposed strategy aims to generate 296 leads with a budget of €38,000.
Search Engine Marketing Digital Readiness Training V4Martin Walsh
This is a training presentation deck I developed for educating our internal marketers and external agencies on Search Engine Marketing (SEO and SEA etc).
The PPC Essentials for Successful Lead Generation - Hero Conf Philly 2016AdStage
This session will walk through PPC strategies for driving new leads, including types of content, channels, and ad targeting strategies. Learn how to design and optimize for conversion by examining examples of ads and lead generation strategies for your landing pages. Additionally, you'll discover the importance of and tactics for conversion tracking. In this session, you'll learn:
- PPC must-haves for lead generation
- Landing page design and optimization
- How to implement conversion tracking
Speaker:
Sahil Jain
CEO, AdStage
@Sahilio
10 strategies for increasing sales with conversion funnelsSmart Insights
Examples and best practices for increasing conversion from a webinar by Dr Dave Chaffey of Smart Insights in collaboration with our partner GetResponse
A digital marketing audit analyzes a company's online presence and digital marketing efforts. It examines a company's digital presence on social media and search, content strategy, competitor research, user experience, and reporting metrics. The audit identifies areas of concern and provides recommendations to build an effective digital marketing strategy. It involves an in-depth review of the website, analytics, and key findings presented over 2-3 weeks.
5 Ways to Leverage PPC in the Holiday SeasonHubSpot
Getting marketing results fast during the holiday season is tough. One way you can do it is through pay-per-click (PPC) ads.
Find out how you can use PPC to drive more traffic and conversion opportunities to your website during the holiday season.
Seeking to hire Digital Marketing Agency in Noida?? we are at PegaLogics, offering various Digital Marketing Service Like SEO, SMO, PPC to rank your business 1st page. Get Pegalogics Business Plan and here!!! https://www.pegalogics.com/
Digital Marketing Tools 2020...in a nutshell!Lapo Chirici
A personal selection of the most useful Digital Marketing Tools of 2020, divided by topic, both for B2C and B2B [+ BONUS Tool].
Workshop @ IED Florence - 14.11.2019
Looking to start your Digital Marketing Career? Here are various job roles in the field of digital marketing. Digital Ready is a Digital Marketing Training Service Provider in Hyderabad for Professionals, Students and Corporates.
Digital Marketing Proposal for 'Academy for Innovation and Management'Rajath D M
Proposal for digital marketing and social media management services for Academy AIM in 2017.
Academy AIM offered Innovation Consulting and Design Thinking workshops for C-suite and other top executives.
Explore LinkedIn’s demand generation capabilities and get equipped to create LinkedIn advertising campaigns that effectively generate and nurture high-quality leads.
Segmenting the Customer Journey via SearchRichard Chavez
Defining and Refining Customer Journey:How integration of SEM and SEO Segmentation Can Enhance Your Brand Identity Throughout the Customer Shopping Journey
Effective marketing of business software to executive decision makers is increasingly challenging. With broad adoption of software as a service (SaaS), and high valuations for independent software vendors (ISVs), competition has grown dramatically over the last decade. Today, over 6,000 vendors compete in more than 300 software categories*.
So what can you do to stand out? Modern Marketing Partners released a new guide to improve your marketing tactics in order to sell more software, scale your organization, and land long term funding in order to improve your product offering.
With decades of combined experience in software marketing, Modern Marketing Partners can provide you a competitive edge to grow your business now or in the future. Contact us at 630-868-5060 to discuss your needs and start improving your sales.
This document discusses building a 2012 marketing budget including metrics, dashboards, KPIs and best practices. It recommends understanding your marketing landscape by mapping out your actions, channels, hubs and activities. It then discusses calculating the value of each action and channel, and the costs associated. Finally, it covers setting goals, tracking KPIs, making data accessible, comparing performance, and celebrating progress to measure marketing performance.
Live Webinar: Advanced Strategies for Leveraging Linkedin Like a ProLinkedIn
Learn how to get the most out of LinkedIn in this advanced session that explores smart ways to organize, manage, track, and optimize your campaigns to achieve maximum results.
Expert advertiser and consultant AJ Wilcox shares strategies and tactics for leveraging the LinkedIn platform like a pro. Join AJ and our own in-house demand generation authority Cassandra Clark as they reveal proven techniques for how to:
- Structure campaigns for ease of scale, organization, and reporting
- Drive leads using LinkedIn’s advanced targeting and accurate, first-party data
- Create sophisticated targeting models around key audiences
- Bid strategically and budget effectively to accomplish your goals
- Launch creative and campaigns at scale
- Set up ad tracking for proper attribution
An Anatomy of a Digital Audit (Digital Marketing Audit)Tim Bourgeois
Digital operations are complex and sprawling ecosystems that have grown disproportionately over the past decade. To ensure digital investments are optimized, companies are increasingly turning to digital audits to assess digital performance. This presentation summarizes key themes and takeaways from the "Anatomy of a Digital Audit" workshop at the Gilbane Conference by Tim Bourgeois, digital strategist at East Coast Catalyst.
Agency Partner Programs: Generating data-driven marketing plans with AIGrowth Channel
How to Generate Data-Driven Marketing Plans in 30min
The session covered tools and best practices for automating market research, simulating campaign performance, and optimizing marketing operations using Artificial Intelligence to boost your agency operations.
- Growth Marketing vs. Digital Marketing
- Automate market research
- Identify personas & map their customer decision journey
This document outlines a plan for developing an eCommerce website. It discusses evaluating solutions for project management, hardware, web design, software, and site marketing. Specific considerations include choosing an online or offline content management system, evaluating open source and commercial shopping cart and customer relationship management options, using forums, email solutions, and analytics to understand customer behavior. The plan emphasizes managing the project well, prioritizing customer experience in design, choosing software to make purchasing easy, clearly communicating terms and payments, ensuring stock availability and delivery timelines, and appropriately marketing the site.
How to Build Your B2B Marketing Empire From the Ground UpMarketingProfs
As we celebrate and reflect on our 10th anniversary at the MarketingProfs B2B Marketing Forum, let's look to the future with hope and excitement. Let's learn from what has worked, and abandon what hasn't. Let's challenge one another to achieve epic results. Let's build to last.
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.
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.
2017 B2C Content Marketing Benchmarks, Budgets, and TrendsMarketingProfs
This document provides an overview of a report on B2C content marketing trends in North America. It includes the following key points:
- Sections cover usage and team organization, clarity and commitment to content marketing, strategy, content creation and distribution, goals and metrics, budgets, and methodology.
- 63% of B2C marketers report being more successful with content marketing than one year ago, while the top reasons for stagnant success were lack of strategy and not enough time for content marketing.
- 40% of B2C marketers have a documented content marketing strategy, while 76% say their strategy includes operating content marketing as an ongoing process rather than just campaigns. 53% say their strategy is extremely
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.
2017 B2B Content Marketing Benchmarks, Budgets, and TrendsMarketingProfs
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.
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 marketin
g, 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
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
It's back! The annual Content Marketing Institute/Content Marketing research returns again to dissect content marketing benchmarks, budgets and trends for B2B marketers in North America.
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.
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 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 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 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.
2015 B2B Content Marketing Benchmarks, Budgets, and Trends for North AmericaMarketingProfs
This is the fifth year that MarketingProfs and Content Marketing Institute have put together this report on how marketers use content in their marketing mix. With changes in the industry, the report may look a little different than you remember. Dive in, and enjoy!
B2B Content Marketing 2015 Benchmarks, Budgets & Trends - North America
Hello Content Marketers, Welcome to the fifth annual B2B Content Marketing Benchmarks, Budgets, and Trends—North America report. It’s hard to believe that it’s been five years since we first surveyed marketers on how they use content as part of the marketing mix. Since then, the survey has grown to reach marketers all across the globe. This year, we heard from more than 5,000 marketers—in 25 industries in 109 countries—from for-profit and nonprofit organizations. In this report, you’ll learn how the B2B marketers from North America responded. As you’ll notice, we made some changes to this year’s survey to better reflect how the industry is growing. We added new questions, changed the way we asked some of the prior ones, and even removed a few. We also asked content marketers about the initiatives they’re working on—and the list is long, as you will see… We’re thrilled to be with you on this journey.
Yours in content,
Joe & Ann
Joe Pulizzi
Founder
Content Marketing Institute
Ann Handley
Chief Content Officer
MarketingProfs
Sponsored by Brightcove
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.
When Content Marketing Institute (CMI) first reported on manufacturing in 2014, we noted that manufacturers were later to adopt content marketing than other industries we studied. They’ve certainly come a long way since then.
As you’ll see in this report—based on the results of our 10th annual content marketing survey—manufacturing marketers have become more strategic with their content marketing and are feeling less challenged with communicating complex content. Many are reporting success with their overall approach to content marketing. The ability to craft content for different audiences across various stages of the buyer’s journey—and distribute that content with precision—will be important to continued success in 2020.
A 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
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This paper explores the diverse landscape of marketing software, examining its pivotal role in modern marketing strategies. It provides a comprehensive overview of various types of marketing software tools and platforms essential for enhancing efficiency, optimizing campaigns, and achieving business objectives. Key categories discussed include email marketing software, social media management tools, content management systems (CMS), customer relationship management (CRM) software, search engine optimization (SEO) tools, and marketing automation platforms.
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INTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptxGiorgio Chiesa
This presentation is recommended for those who want to know more about SEO. It explains the main theoretical and practical aspects that influence the positioning of websites in search engines.
Did you know that while 50% of content on the internet is in English, English only makes up 26% of the world’s spoken language? And yet 87% of customers won’t buy from an English only website.
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Discover the power of affiliate marketing with ChatGPT! This comprehensive guide takes you through the process of starting and scaling your affiliate marketing business using the latest AI technology. Learn how to leverage ChatGPT to generate content ideas, create engaging articles, and connect with your audience through personalized interactions. From building your strategy and optimizing conversions to analyzing performance and staying updated with industry trends, this eBook provides everything you need to know to succeed in affiliate marketing. Whether you're a beginner looking to start your online business or an experienced marketer wanting to take your efforts to the next level, this guide is your roadmap to success in the world of affiliate marketing.
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At Mozcon 2024 I shared this deck on bridging the divide between search and social. We began by acknowledging that search-first marketers are used to different rules of engagement than social marketers. We also looked at how both channels treat creative, audiences, bidding/budgeting, and AI. We finished by going through how they can win together including UTM audits, harvesting comments from both to inform creative, and allowing for non-login forums to be part of your marketing strategy.
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2. Welcome
This Year’s B2B Content Marketing Top
Performers At-A-Glance
Usage & Team Organization
Commitment & Overall Success
Content Marketing Strategy
Content Creation & Distribution
Goals & Metrics
Budgets & Spending
Methodology & Demographics
About
SPONSORED BY
3
4
5
10
16
19
35
38
39
30
2
TABLE OF CONTENTS
3. WELCOME
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.
Contentmarketingisnolongertheshinynewobject.Thosewhohavecaughtonarenolongerasking“shouldwedothis,”butrather“howdo
wereallydiginandgetresults?”Oneofthemostconvincingpiecesofevidenceofthismaturation?Wesawan18%year-over-yearincrease
inrespondentswhosaytheyarefocusedonusingcontentmarketingtobuildtheiraudience(oneormoresubscriberbases).Andthat’swhat
differentiatescontentmarketingfromotherformsofmarketing—itsintentistooffervaluableinformationsopeoplewanttohearfromyour
business…sotheysubscribetoyourcontentbecausetheyareinterestedinit.
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.
Yours in content,
Lisa
Murton Beets
Research Director
Content Marketing Institute
Thanks to the following for their assistance with the annual content marketing survey and this report: CMI team members Joe Pulizzi,
founder; Stephanie Stahl, general manager; Robert Rose, chief strategy adviser; Kim Moutsos, vice president of content; Michele Linn, editorial
strategy adviser; Nancy Reese, research consultant; Joseph Kalinowski, creative director; and Vahe Habeshian, MarketingProfs publications director.
Thanks also to our report sponsor, Brightcove.
3
SPONSORED BY
Ann
Handley
Chief Content Officer
MarketingProfs
4. SPONSORED BY
4
COMPARISON CHART
Most Successful All Respondents Least Successful
Organization is extremely/very committed to content marketing 89% 56% 27%
Organization’s content marketing is sophisticated/mature 73% 34% 4%
Has a documented content marketing strategy 62% 37% 16%
Measures content marketing ROI 55% 35% 18%
Percentage of total marketing budget allocated to content marketing (average) 40% 26% 14%
Ratesprojectmanagementflowduringcontent-creationprocessasexcellent/verygood 70% 36% 14%
Agrees that organization is focused on building audiences 92% 80% 65%
Agrees that organization values creativity and craft in content creation and production 88% 74% 59%
Agrees that organization is realistic about what content marketing can achieve 86% 62% 45%
Agrees that leadership team gives ample time to produce content marketing results 84% 59% 38%
Always/frequently delivers content consistently 75% 59% 33%
Rates alignment of metrics and content marketing goals as excellent/very good 54% 19% 2%
This Year’s B2B Content Marketing Top Performers
At-A-Glance
2018 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. Base: B2B content marketers.
SPONSORED BY
5. 5
USAGE & TEAM
ORGANIZATION
SPONSORED BY
B2B CONTENT MARKETING
Team organization is similar to what was reported last year: Around half
of respondents have small (or one-person) marketing/content marketing
teams serving the entire organization.
Respondents represented a good mix of organizational content
marketing maturity, nearly equally divided into thirds by young/first
steps, adolescence, and mature/sophisticated.
Nearly half of respondents (56%) outsource at least one content
marketing activity; conversely, 44% do not outsource any content
marketing activities.
6. SPONSORED BY
6
USAGE & TEAM ORGANIZATION
2018 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 nonusers, 54% said they plan
to launch a content marketing effort within
12 months; 43% had no immediate plans
to begin using content marketing; and 4%
had used content marketing in the past, but
stopped.
Base = All B2B respondents.
91%
Yes
9%
No
Percentage of B2B Respondents
Who Use Content Marketing
SPONSORED BY
7. SPONSORED BY
7
USAGE & TEAM ORGANIZATION
2018 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
9% 25% 31% 25% 9%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: B2B content marketers; aided list.
SPONSORED BY
8. SPONSORED BY
8
USAGE & TEAM ORGANIZATION
2018 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
How is content marketing structured
within your organization?
B2B Content Marketing Organizational Structure
26%
4%
13%
53%
4%
Centralized content marketing group
that works with multiple brands/product
lines throughout the organization
Each brand/product/department 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: B2B content marketers; aided list.
SPONSORED BY
9. 9
USAGE & TEAM ORGANIZATION
2018 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
SPONSORED BY
What content marketing activities does your
organization outsource?
Content Marketing Activities B2B Marketers Outsource
47%
23%
11%
9%
4%
Content Creation
(e.g., writers, designers,
video production)
Do not outsource any
content marketing activities
Content Promotion/Distribution
Content Marketing Measurement
Content Marketing Strategy
Other
44%
Note: More than half (56%) of
respondents outsource at least
one of the content marketing
activities listed.
Base: B2B content marketers.
Aided list; multiple responses
permitted.
SPONSORED BY
10. 10
COMMITMENT &
OVERALL SUCCESS
SPONSORED BY
B2B CONTENT MARKETING
Content marketing commitment levels and overall success are nearly
the same as respondents reported last year.
Like last year, nearly 65% of respondents said their overall content
marketing success has increased (much more/somewhat more)
compared with one year ago.
Compared with last year (68%), there was an 18% increase among
respondents who agree that their organization is focused on building
audiences (80%).
11. SPONSORED BY
11
COMMITMENT & OVERALL SUCCESS
2018 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
How would you describe your organization’s
commitment level to content marketing?
Base: B2B content marketers; aided list.
36%
6%
1%
36%
20%
B2B Organizations’ Commitment to Content Marketing
Extremely
Committed
Very Committed
Somewhat
Committed
Not Very
Committed
Not At All
Committed
SPONSORED BY
12. SPONSORED BY
12
2018 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
COMMITMENT & OVERALL SUCCESS
How would you characterize the success
of your organization’s current overall
content marketing approach?
Base = B2B 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%
21%2%
20%
4%
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
13. SPONSORED BY
13
2018 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
COMMITMENT & OVERALL SUCCESS
How does the success of your organization’s
current overall content marketing approach
compare with one year ago?
Base: B2B content marketers; aided list.
How B2B Marketers Rate Their Organization’s
Content Marketing Success Compared
With One Year Ago
18%
45%
26%
3% 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
14. SPONSORED BY
14
2018 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
COMMITMENT & OVERALL SUCCESS
To what factors do you attribute your organization’s
increase in overall success with content marketing?
Base:B2Bcontentmarketerswhosaidtheirorganization’soverallcontentmarketing
approachismuchmoreorsomewhatmoresuccessfulcomparedwithoneyearago.
Other factors cited: Content
Marketing Technologies/Tools (25%);
More Budget for Content Marketing
(25%); We Have Given Our Efforts
Time to Bear Fruit and Are Now
Getting Results (21%); Content
Marketing Training/Education (19%);
Assistance of Outside Expertise (7%);
Changes in Our Target Audience(s)
(5%); and Other (5%).
Note: Due to the low number of
B2B respondents who said their
organization’s content marketing
success had decreased compared
with one year ago, this report does
not include a chart showing factors
contributing to decreased success.
Factors Contributing to B2B Marketers’ Increased
Content Marketing Success Over the Last Year
78%
72%
50%
46%
Content Creation (higher
quality, more efficient)
Strategy (development
or adjustment)
Content Distribution (better
targeting, identification
of what works)
Content Marketing Has
Become a Greater Priority
Spending More Time on
Content Marketing
Management/HR (organizational
changes, staffing, new content
marketing roles)
Content Measurement
(growing in ability to
show results)
49%
39%
35%
SPONSORED BY
15. SPONSORED BY
15
OPINIONS ABOUT CONTENT MARKETING
2018 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: B2B content marketers; aided list.
B2B Marketers’ Opinions About Content Marketing
80% 9% 11%
74% 12% 14%
62% 18% 20%
20%
21%20%
33%
59%
47%
44% 34% 22%
17% 32% 51%
Our organization is focused on building
audiences (building one or more subscriber bases)
Our organization values creativity and craft
in content creation and production
Our leadership team gives us ample time
to produce content marketing results
Our organization has realistic expectations
about what content marketing can achieve
We are discontinuing specific content marketing
activities that we’ve found to be ineffective, so
we can concentrate on those that yield the best results
Over the last year, it has become increasingly
difficult to capture our audience’s attention
We are creating less content than one year
ago, but that content is driving greater results
■ Agree ■ Neither Agree Nor Disagree ■ Disagree
SPONSORED BY
16. 16
SPONSORED BY
B2B CONTENT MARKETING
As they have in the past, respondents who have a
documented content marketing strategy report higher
levels of overall content marketing success compared with
those who have a verbal strategy only, or no strategy at all.
Approximately 75% of respondents who do not have a strategy plan
to develop one within 12 months.
When those who do not have plans to develop a strategy within 12
months were asked why, qualitative responses included “no buy-in from
executives” and “lack of cohesion and coordination among departments.”
CONTENT MARKETING
STRATEGY
17. SPONSORED BY
17
CONTENT MARKETING STRATEGY
2018 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Does your organization have a
content marketing strategy?
Base: B2B content marketers; aided list.
38%
6%
37%
19%
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
18. SPONSORED BY
18
CONTENT MARKETING STRATEGY
2018 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Why do you think your organization does not plan to
develop a content marketing strategy within 12 months?
Base: B2B content marketers who indicated their organization has no plans
to develop a content marketing strategy within 12 months (n=45). Aided list;
multiple responses permitted.
Reasons B2B Marketers Do Not Plan
to Develop a Content Marketing Strategy
Within 12 Months
67%Small Team
Lack of Time
Not Important
Not Needed
Other
44%
11%
4%
27%
SPONSORED BY
19. 19
CONTENTCREATION
&DISTRIBUTION
SPONSORED BY
B2B CONTENT MARKETING
36% of respondents rated the flow of content-creation
projects within their organizations as excellent or very good;
31% rated it as good; and 32% rated it as fair or poor.
Among the content types, distribution formats, and social media platforms
that respondents use, they rated ebooks/white papers, email, and LinkedIn
as most effective at helping their organizations achieve specific objectives.
Nearly all respondents (94%) said they always or frequently ensure that
their content is fact-based or credible.
20. SPONSORED BY
20
CONTENT CREATION & DISTRIBUTION
2018 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Which types of digital technologies does your organization
use specifically for managing its content marketing efforts?
Base: B2B content marketers. Aided list; multiple responses permitted.
Other technologies used:
Video Tools/Platforms (24%);
Content Collaboration/
Workflow Software (22%);
Content Promotion/
Distribution Software (12%);
Content Planning/Creation
Software (11%); Digital Asset
Management (DAM) System/
File Storage (11%); Content
Optimization Software (8%);
and Other (6%).
Technologies B2B Marketers Use to Manage
Content Marketing Efforts
(Top 5)
87%
Webinar/Online Presentation Platforms
Marketing Automation Software (automation-focused)
Content Management System
Email Marketing Technology (email-focused)
Analytics Tools
70%
63%
43%
55%
SPONSORED BY
AVERAGE NUMBER USED:
Most Successful.................. 5
All Respondents................. 4
Least Successful................. 3
21. SPONSORED BY
21
CONTENT CREATION & DISTRIBUTION
2018 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: B2B content marketers; aided list.
How Often B2B Marketers Consider
Various Concepts While Creating Content
94%
72%
70%
67%
61%
60%
58%
41% 33% 26%
28% 14%
27% 13%
27% 12%
25% 8%
21%
24% 6%
7%
5% 1%
Ensure that our content is
fact-based and/or credible
Consider how our content impacts the overall
experience a person has with our organization
Prioritize delivering content quality
over content quantity
Focus on creating content for our
audience versus our brand
Differentiate our content from
our competition’s content
Prioritize providing the right content to
the right person at the right time
Deliver content consistently
(e.g., on a defined, regularly scheduled basis)
Craft content based on specific
points of the buyer’s journey
■ Always/Frequently ■ Sometimes ■ Rarely/Never
SPONSORED BY
22. 22
USAGE & TEAM ORGANIZATION
2018 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
SPONSORED BY
22
CONTENT CREATION & DISTRIBUTION
2018 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
How would you rate the project management flow during the
content creation process (from concept through completion)
within your organization?
Base: B2B content marketers; aided list.
How B2B Marketers Rate the Project Management Flow
During the Content Creation Process
EXCELLENT VERYGOOD GOOD FAIR POOR
8% 5%28% 31% 27%
Thevast
majorityofour
projects move
alongefficiently
Most of our
projects
move along
efficiently
Some of our
projects move
along efficiently,
but we face
bottlenecks
Most of our
projects are
held up by
bottlenecks
Many of our
projects
move along
efficiently
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23. SPONSORED BY
23
2018 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
CONTENT CREATION & DISTRIBUTION
Which types of content does your organization use
for content marketing purposes?
Base = B2B content marketers. Aided list; multiple responses permitted.
Other types of content used:
ResearchReports(37%);Interactive
Tools (e.g., quizzes, assessments,
calculators) (33%); Podcasts (17%);
Videos (live-streaming) (17%);
Mobile Apps (11%); Film/TV (e.g.,
documentaries, short films) (4%);
Virtual Reality/Augmented Reality
(VR/AR) Experiences (4%); and
Other (11%).
Types of Content B2B Marketers Use
for Content Marketing Purposes
(Top 6)
94%
Illustrations/Photos
Infographics
Ebooks/White Papers
Videos (pre-produced)
Case Studies
Social Media Posts – excluding videos (e.g., tweets, pins)
73%
72%
71%
65%
56%
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AVERAGE NUMBER USED:
Most Successful.................. 7
All Respondents................. 6
Least Successful................. 4
24. SPONSORED BY
24
CONTENT CREATION & DISTRIBUTION
2018 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Of the content marketing types you use, which three
are the most effective at helping your organization
achieve specific objectives?
Base = B2B content marketers who use the types listed. Maximum of three
responses permitted. Results shown based on response frequencies.
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Top 3 Most Effective Types of Content B2B Marketers Use
for Content Marketing Purposes
ALL RESPONDENTS
MOST SUCCESSFUL
LEAST SUCCESSFUL
Ebooks/White Papers
Case Studies
Social Media Posts – excluding videos (e.g., tweets, pins)
Ebooks/White Papers
Case Studies
Social Media Posts – excluding videos (e.g., tweets, pins)
Case Studies
Ebooks/White Papers
Social Media Posts – excluding videos (e.g., tweets, pins)
50%
62%
40%
35%
34%
47%
43%
47%
41%
25. SPONSORED BY
25
CONTENT CREATION & DISTRIBUTION
2018 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Base = B2B content marketers. Aided list; multiple responses permitted.
SPONSORED BY
Which formats does your organization use to distribute
content for content marketing purposes?
Other formats used:
Separate Content Hubs (e.g.,
microsites, resource centers)
(27%); Print Magazines (24%);
Print (other than magazines)
(23%); Digital Magazines
(21%); Online Presentations
(21%); and Other (4%).
Formats B2B Marketers Use to Distribute
Content for Content Marketing Purposes
(Top 5)
93%
In-Person Events
Webinars/Webcasts/Virtual Events
Blogs
Social Media Platforms (e.g., LinkedIn, Twitter)
Email (e.g., newsletters, welcome emails)
92%
79%
55%
56%
AVERAGE NUMBER USED:
Most Successful.................. 5
All Respondents................. 5
Least Successful................. 4
26. SPONSORED BY
26
CONTENT CREATION & DISTRIBUTION
SPONSORED BY
2018 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Of the formats you use to distribute content, which
three are the most effective at helping your organization
achieve specific objectives?
Base = B2B content marketers who use the formats listed. Maximum of three
responses permitted. Results shown based on response frequencies.
Top 3 Most Effective Formats B2B Marketers Use to
Distribute Content for Content Marketing Purposes
ALL RESPONDENTS
MOST SUCCESSFUL
LEAST SUCCESSFUL
Email (e.g., newsletters, welcome emails)
Blogs
Social Media Platforms (e.g., LinkedIn, Twitter)
Email (e.g., newsletters, welcome emails)
Blogs
Social Media Platforms (e.g., LinkedIn, Twitter)
Email (e.g., newsletters, welcome emails)
Social Media Platforms (e.g., LinkedIn, Twitter)
Blogs
74%
79%
66%
38%
30%
60%
41%
45%
40%
27. SPONSORED BY
27
CONTENT CREATION & DISTRIBUTION
2018 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Which social media platforms does your organization
use as part of its content marketing efforts?
Base = B2B content marketers who use social media platforms to distribute content.
Aided list; multiple responses permitted.
Social Media Platforms B2B Marketers
Use for Content Marketing Purposes
(Top 6)
97%
YouTube
Instagram
Google+
Twitter
LinkedIn
Facebook
87%
86%
30%
28%
60%
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Other social media
platforms used: SlideShare
(19%); Pinterest (12%);
Medium (6%); Snapchat (3%);
and Other (4%).
AVERAGE NUMBER USED:
Most Successful.................. 5
All Respondents................. 5
Least Successful................. 4
28. SPONSORED BY
28
CONTENT CREATION & DISTRIBUTION
SPONSORED BY
2018 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Of the social media platforms you use, which three
are the most effective at helping your organization
achieve specific objectives?
Base = B2B content marketers who use the social media platforms listed. Maximum
of three responses permitted. Results shown based on response frequencies.
Top 3 Most Effective Social Media Platforms B2B Marketers
Use for Content Marketing Purposes
ALL RESPONDENTS
MOST SUCCESSFUL
LEAST SUCCESSFUL
LinkedIn
Twitter
Facebook
LinkedIn
Twitter
Facebook
LinkedIn
Facebook
Twitter
78%
82%
74%
37%
34%
67%
48%
48%
42%
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29
CONTENT CREATION & DISTRIBUTION
SPONSORED BY
2018 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Which types of email does your organization use
as part of its content marketing efforts?
Base = B2B content marketers who use email to distribute content for content marketing
purposes. Aided list; multiple responses permitted.
63%
51%
48%
45%
45%
42%
31%
Types of Email B2B Marketers Use for
Content Marketing Purposes
(Top 7)
Automated Confirmation Emails
(e.g., a welcome email)
Ad hoc Newsletters
(i.e., no set schedule)
Drip Campaigns (e.g., welcome series)
Promotional Emails
Lead Nurturing
Event Emails
Monthly Newsletters
Other types of email used:
Partnership Emails (16%);
Biweekly Newsletters (every other
week) (13%); Weekly Newsletters
(11%); Daily Newsletters (3%); and
Other (8%).
AVERAGE NUMBER USED:
Most Successful.................. 4
All Respondents................. 4
Least Successful................. 3
30. 30
GOALS&METRICS
SPONSORED BY
B2B CONTENT MARKETING
19% of respondents rated their organizations as doing an
excellent/very good job of aligning metrics with content marketing goals;
among the most successful, 54% rated their efforts as excellent/very good.
Respondents who do not measure content marketing ROI (47%) cited the
top two reasons as “no formal justification required” and “we need an easier
way to do this.”
More than 70% of respondents agreed they can demonstrate, with metrics,
how content marketing has increased audience engagement and their
number of leads. They are less likely to be able to show how content
marketing has increased sales (51%) and decreased the cost of customer
acquisition (25%).
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31
GOALS & METRICS
2018 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
What type of job does your organization do in terms
of aligning metrics with content marketing goals
(i.e., are you measuring the “right things”)?
Base: B2B content marketers; aided list.
SPONSORED BY
How B2B Marketers Rate Alignment of
Their Metrics and Content Marketing Goals
EXCELLENT VERYGOOD GOOD FAIR POOR
3% 13%16% 27% 24%
TOOSOONTOTELL DON’TUSE CONTENT
MARKETINGMETRICS
UNSURE
4%8% 4%
32. SPONSORED BY
32
GOALS & METRICS
2018 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Does your organization measure the return on
investment (ROI) of its content marketing efforts?
SPONSORED BY
47%
35%
18%
Percentage of B2B Marketers Who
Measure Content Marketing ROI
Yes
Unsure
No
Base: B2B content marketers; aided list.
33. SPONSORED BY
33
GOALS & METRICS
2018 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Why doesn’t your organization measure the return on
investment (ROI) of its content marketing efforts?
Base: B2B content marketers whose organizations do not measure
content marketing ROI. Aided list; multiple responses permitted.
SPONSORED BY
38%
38%
27%
21%
23%
3%
Why B2B Marketers Don’t Measure
Content Marketing ROI
No formal justification required
We need an easier way to do this
We don’t know how to do this
Too time-consuming
Other
Unsure
34. SPONSORED BY
34
GOALS & METRICS
2018 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 = B2B content marketers who use metrics to determine content marketing results. Aided list.
B2B Marketers’ Metrics Agreement Statements
77% 14% 9%
72% 18% 10%
51% 31% 18%
25% 37% 38%
I/my team can demonstrate how content marketing has…
Increased audience
engagement
Increased our
number of leads
Increased our
organization’s sales
Decreased our cost of
customer acquisition
■ Agree ■ Neither Agree Nor Disagree ■ Disagree
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35. 35
BUDGETS&SPENDING
SPONSORED BY
B2B CONTENT MARKETING
The average percentage of total marketing budget spent
on content marketing is 26% (among all respondents);
the most successful, however, spend 40%, while the least
successful spend 14%.
As content marketing maturity grows, organizations tend to spend more
of their total marketing budget on content marketing. Those in the:
• Young/first steps phase spend 19%
• Adolescent phase spend 25%
• Sophisticated/mature phase spend 33%.
38% of all respondents expect their content marketing budget to increase
in the next 12 months; that figure is nearly the same percentage reported by
the most successful and the least successful.
36. SPONSORED BY
36
BUDGETS & SPENDING
2018 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 = B2B content marketers; aided list.
Percentage of Total Marketing Budget Spent
on B2B Content Marketing
1%
3%
8%
13%
19%
23%
32%
1%
100% 75-99% 50-74% 25-49% 10-24% 1-9% 0% Unsure
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AVERAGE SPENT:
Most Successful.............40%
All Respondents............26%
Least Successful............14%
37. SPONSORED BY
37
BUDGETS & SPENDING
2018 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 = B2B content marketers; aided list.
46%
3%
13%
38%
B2B Content Marketing Spending
(Over Next 12 Months)
Increase
Remain
the Same
Decrease
Unsure
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38. SPONSORED BY
38
METHODOLOGY/DEMOGRAPHICS
2018 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
B2B Content Marketing 2018: Benchmarks, Budgets, and Trends—North America was produced by Content Marketing Institute and
MarketingProfs and sponsored by Brightcove.
The eighth annual content marketing survey, from which the results of this report were generated, was mailed electronically to a sample of
marketers using lists from Content Marketing Institute, MarketingProfs, The Association for Data-driven Marketing & Advertising (ADMA), WTWH
Media, and Technology for Marketing (TFM).
A total of 2,190 recipients from around the globe—representing a full range of industries, functional areas, and company sizes—responded to
the survey during June and July 2017. This report presents the findings from the 870 respondents who indicated their organization is for-profit in
North America, primarily selling products/services to businesses (B2B).
Note: The B2B content marketers referred to in the base lines (and bullet points) in this report are the survey respondents who indicated their organization
uses content marketing.
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B2B Industry
Classification
Size of B2B Company
(by Employees)
B2B Organization 2016
Total Annual Revenue
B2B Job Title/
Function
14%
25%
30%
■ Small (10-99 Employees)
■ Micro(Fewerthan10Employees)
■ Midsize (100-999 Employees)
■ Large (1,000+ Employees)
■ Technology
■ Agency (Advertising, Digital Marketing,
Content Marketing, PR, Marcom)
■ Manufacturing
■ Professional Services
■ Consulting
■ Financial Services
■ Publishing/Media
■ Healthcare/Pharmaceuticals
■ Insurance
■ Other
25%
18%
16%
4%
4%
3%
4%
4%
3%
2%
18%
■ Marketing/Advertising/
Communications/PR Management
■ Content Creation/Management
■ Corporate Management
(Owner/President, CEO, CMO)
■ Marketing – Staff/Support
■ General Management (GM, VP)
■ Sales and Business Management
■ Other
■ More than $1 Billion
■ $500,000,001 - $1 Billion
■ $100,000,001 - $500,000,000
■ $50,000,001 - $100,000,000
■ $10,000,001 - $50,000,000
■ $1,000,000 - $10,000,000
■ Less than $1,000,000
■ Unsure
28%
10%
20%
14%
8%
7%
31%
46%
17%
14%
12%
12%
8%
5%
16%
21%
14%
20%
4%
39. SPONSORED BY
39
ABOUT
Content Marketing Institute and MarketingProfs thank all the survey respondents and survey
distribution partners who made this research 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. To view all research and subscribe to our emails, visit
www.contentmarketinginstitute.com.
Content Marketing Institute is organized by UBM plc. UBM is the largest pure-play B2B Events organizer in the world. Our 3,750+ people, based
in more than 20 countries, serve more than 50 different sectors. Our deep knowledge and passion for these sectors allow us to create valuable
experiences which enable our customers to succeed. Please visit www.ubm.com for the latest news and information about UBM.
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
The world’s most innovative and respected brands confidently rely on Brightcove to solve their most demanding video communications
challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning
service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove has a deep heritage of enabling
customers to drive compelling business results. To learn more, visit www.brightcove.com.
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