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2018 Benchmarks, Budgets, and Trends—North America
CONTENT
MARKETING
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
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TABLE OF CONTENTS
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
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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.
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USAGE & TEAM
ORGANIZATION
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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.
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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
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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.
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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.
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USAGE & TEAM ORGANIZATION
2018 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
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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.
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COMMITMENT &
OVERALL SUCCESS
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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%).
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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
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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
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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)
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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%
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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
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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
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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
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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%
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CONTENTCREATION
&DISTRIBUTION
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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.
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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%
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AVERAGE NUMBER USED:
Most Successful.................. 5
All Respondents................. 4
Least Successful................. 3
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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
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USAGE & TEAM ORGANIZATION
2018 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
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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
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
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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%
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CONTENT CREATION & DISTRIBUTION
2018 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Base = B2B content marketers. Aided list; multiple responses permitted.
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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
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CONTENT CREATION & DISTRIBUTION
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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%
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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
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CONTENT CREATION & DISTRIBUTION
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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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CONTENT CREATION & DISTRIBUTION
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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
GOALS&METRICS
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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.
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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%
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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?
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47%
35%
18%
Percentage of B2B Marketers Who
Measure Content Marketing ROI
Unsure
No
Yes
Base: B2B content marketers; aided list.
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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.
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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
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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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BUDGETS&SPENDING
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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.
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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
SPONSORED BY
AVERAGE SPENT:
Most Successful.............40%
All Respondents............26%
Least Successful............14%
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
SPONSORED BY
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.
SPONSORED BY
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%
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.
SPONSORED BY

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2018 Content Marketing Benchmarks Budgets and Trends - North America

  • 1. SPONSORED BY 2018 Benchmarks, Budgets, and Trends—North America CONTENT MARKETING
  • 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 SPONSORED BY
  • 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% SPONSORED BY 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. SPONSORED BY 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% SPONSORED BY 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%
  • 29. SPONSORED BY 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%).
  • 31. SPONSORED BY 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 Unsure No Yes 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 SPONSORED BY
  • 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 SPONSORED BY 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 SPONSORED BY
  • 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. SPONSORED BY 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. SPONSORED BY