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MANUFACTURING
SPONSORED BY
CONTENT MARKETING:
2018 Benchmarks, Budgets, and Trends—North America
2018
Welcome
Differences Between Manufacturing
Marketers by Organization’s Content
Marketing Maturity Level
Usage & Team Organization
Commitment & Overall Success
Content Marketing Strategy & Technologies
Content Creation & Distribution
Goals & Metrics
Budgets & Spending
Methodology & Demographics
About
3
4
5
10
16
19
34
37
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29
2
TABLE OF CONTENTS
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WELCOME
Greetings Marketers,
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.
Beyond those two basics, the research shows that manufacturers who are more sophisticated/mature with content marketing often, among other
differentiators:
n Deliver content consistently
n Have realistic expectations about what content marketing can achieve
n Value creativity and craft in content creation and production.
Fifty-five percent of manufacturing marketers surveyed this year told us their organization’s overall content marketing approach is “moderately” successful.
Those working to become “extremely” or “very” successful have many resources available to assist them in their efforts. Let us know how we can help!
Yours in content,
Lisa Murton Beets
Research Director
Content Marketing Institute
Special thanks to: Joe Pulizzi, CMI founder, and Ann Handley, chief content officer, MarketingProfs. CMI team members: Stephanie Stahl, general
manager; Robert Rose, chief strategy adviser; Kim Moutsos, vice president of content; Michele Linn, editorial strategy adviser; Nancy Reese, research
consultant; and Joseph Kalinowski, creative director. Thanks also to our report sponsor, IEEE GlobalSpec Media Solutions.
3
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4
COMPARISON CHART
All Respondents
Sophisticated/
Mature
Adolescent
Young/First
Steps
Organization’s overall content marketing approach is extremely
or very successful
14% 33% 18% 2%
Organization is extremely/very committed to content marketing	 38% 73% 50% 13%
Has a documented content marketing strategy 19% 33% 25% 10%
Percentage of total marketing budget allocated to content 22% 32% 23% 15%
Always/frequently delivers content consistently 45% 73% 48% 29%
Agrees that organization is realisticabout what content marketing
can achieve
47% 67% 61% 29%
Agrees that organization values creativity and craft in content
creation and production
62% 80% 78% 43%
Rates project management flow during content creation process
as excellent/very good	
20% 37% 30% 5%
Always/frequently crafts content based on specific points of the
buyer’s journey
27% 48% 18% 21%
Differences Between Manufacturing Marketers by
Organization’s Content Marketing Maturity Level*
2018 Manufacturing Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
*See p. 7 for definitions of content marketing maturity levels. 								 Base: Manufacturing content marketers.
5
USAGE & TEAM
ORGANIZATION
MANUFACTURING CONTENT MARKETING
Team organization is similar to what was reported last year: 57% have
small (or one-person) marketing/content marketing teams serving the
entire organization.
Nearly half of respondents (46%) said their organization is in the young/
first steps of content marketing maturity; 30% are in the adolescent
phase; and 22% are in the mature/sophisticated phase.
Almost three out of five respondents (58%) outsource at least one
content marketing activity; conversely, 42% do not outsource any content
marketing activities.
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6
USAGE & TEAM ORGANIZATION
2018 Manufacturing 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.”
Base: All manufacturing respondents.
86%
Yes
No
Percentage of Manufacturing
Respondents Who Use Content Marketing
14%
7
USAGE & TEAM ORGANIZATION
2018 Manufacturing Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
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How would you describe your organization’s
content marketing maturity level?
How Manufacturing Marketers Assess Their Organization’s Content Marketing Maturity Level
SOPHISTICATED MATURE ADOLESCENT YOUNG FIRST STEPS
4% 18% 30% 34% 12%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: Manufacturing content marketers; aided list.
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8
USAGE & TEAM ORGANIZATION
2018 Manufacturing Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
How is content marketing structured
within your organization?
Manufacturing Content Marketing
Organizational Structure
20%
7%
11%
57%
5%
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: Manufacturing content marketers; aided list.
9
USAGE & TEAM ORGANIZATION
2018 Manufacturing Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
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What content marketing activities does your
organization outsource?
Content Marketing Activities Manufacturing Marketers Outsource
49%
25%
15%
9%
3%
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
42%
Note: Almost three out of five
(58%) of respondents outsource
at least one of the content
marketing activities listed.
Base: Manufacturing content
marketers. Aided list; multiple
responses permitted.
10
COMMITMENT &
OVERALL SUCCESS
MANUFACTURING CONTENT MARKETING
Around half of respondents (51%) describe their organization as
somewhat committed to content marketing. The remaining are either
extremely/very committed (38%) or not very/not at all committed (11%).
The majority of respondents (55%) characterize their organization’s
overall content marketing approach as moderately successful.
Like last year, nearly 60% of respondents said their overall content
marketing success has increased (much more/somewhat more)
compared with one year ago.
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11
COMMITMENT & OVERALL SUCCESS
2018 Manufacturing Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
How would you describe your organization’s
commitment level to content marketing?
Base: Manufacturing content marketers; aided list.
10%
1%
36%
Manufacturing Organizations’ Commitment
to Content Marketing
Extremely
Committed
Very Committed
Somewhat
Committed
Not Very
Committed
Not At All
Committed
12%
51%
26%
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12
2018 Manufacturing 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: Manufacturing content marketers; aided list.
Note: The survey defined success as
achieving your organization’s desired/
targeted results.
55%
28%2%
11%
3%
How Manufacturing Marketers Rate the Success of Their
Organization’s Overall Content Marketing Approach
Extremely
Successful
Very
Successful
Moderately
Successful
Minimally
Successful
Not At All
Successful
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13
2018 Manufacturing 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: Manufacturing content marketers; aided list.
How Manufacturing Marketers Rate the Success of
Their Organization’s Overall Content Marketing
Approach Compared with One Year Ago
13%
43%
34%
5%
0% 4%
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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14
2018 Manufacturing Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
COMMITMENT & OVERALL SUCCESS
To what factors do you attribute your organization’s
increase in success with content marketing?
Base: Manufacturingcontentmarketerswhosaidtheirorganizations’overallcontentmarketing
approachismuchmoreorsomewhatmoresuccessfulcomparedwithoneyearago.
Factors Contributing to Manufacturing Marketers’
Increased Content Marketing Success Over the Last Year
(Top 5)
76%
66%
57%
54%
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
55%
Other factors cited: Content Marketing
Technologies/Tools (32%); Content
Measurement (growing in ability to
show results) (32%); Management/HR
(organizational changes, staffing, new
content marketing roles) (32%); More
Budget for Content Marketing (32%);
Content Marketing Training/Education
(25%); We Have Given Our Efforts Time to
Bear Fruit and Are Now Getting Results
(17%); Changes in Our Target Audience(s)
(11%); Assistance of Outside Expertise
(9%); and Other (4%).
Note: Due to the low number of
manufacturing 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.
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15
OPINIONS ABOUT CONTENT MARKETING
2018 Manufacturing 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: Manufacturing content marketers; aided list.
Manufacturing Marketers’ Opinions About Content Marketing
77% 13% 10%
62% 16% 22%
47% 25% 28%
27%
26%29%
38%
45%
35%
31% 47% 22%
12% 34% 54%
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
16
MANUFACTURING CONTENT MARKETING
The likelihood of having a documented content marketing
strategy increases as an organization becomes more
mature/sophisticated with its content marketing approach.
80% of respondents who do not currently have a content marketing
strategy say they plan to have one within 12 months.
The two main types of digital technologies that manufacturing
respondents use specifically for content marketing purposes are analytics
tools (90%) and email marketing-focused technology (78%).
CONTENT MARKETING
STRATEGY & TECHNOLOGIES
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17
CONTENT MARKETING STRATEGY & TECHNOLOGIES
2018 Manufacturing Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Does your organization have a
content marketing strategy?
Base: Manufacturing content marketers; aided list.
47%
7%
19%
27%
Percentage of Manufacturing 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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2018 Manufacturing 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?
Technologies Manufacturing Marketers Use
to Manage Content Marketing Efforts
(Top 4)
90%Analytics Tools
Email Marketing Technology
(email-focused)
Content Management System
Marketing Automation Software
(automation-focused)
78%
49%
30%
CONTENT MARKETING STRATEGY & TECHNOLOGIES
Other technologies used: Webinar/
Online Presentation Platforms (20%);
Video Tools/Platforms (16%); Digital Asset
Management (DAM) System/File Storage
(13%); Content Collaboration/Workflow
Software (10%); Content Promotion/
Distribution Software (5%); Content
Optimization Software (4%); Content
Planning/Creation Software (3%); and
Other (6%).
Base: Manufacturing content marketers.
Aided list; multiple responses permitted.
AVERAGE
NUMBER USED:
3
19
CONTENTCREATION
&DISTRIBUTION
MANUFACTURING CONTENT MARKETING
When asked how well content-creation projects flow within
their organization, 20% of respondents rated the flow as
excellent or very good; 31% rated it as good; and 49% rated it as fair or poor.
Among the content types, distribution formats, and social media
platforms that respondents use, they rated videos (pre-produced), email,
and LinkedIn as most effective in 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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20
CONTENT CREATION & DISTRIBUTION
2018 Manufacturing 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: Manufacturing content marketers; aided list.
How Often Manufacturing Marketers Consider
Various Concepts While Creating Content
94%
63%
59%
53%
52%
46%
45%
27% 35% 38%
36% 19%
37% 17%
36% 12%
34% 13%
30%
36% 5%
7%
6%
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
21
USAGE & TEAM ORGANIZATION
2018 Manufacturing Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
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CONTENT CREATION & DISTRIBUTION
2018 Manufacturing 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: Manufacturing content marketers; aided list.
How Manufacturing Marketers Rate the Project Management
Flow During the Content Creation Process
EXCELLENT VERYGOOD GOOD FAIR POOR
4% 8%16% 31% 41%
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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22
CONTENT CREATION & DISTRIBUTION
2018 Manufacturing Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Which types of content does your organization use
for content marketing purposes?
Other types of content
used: Interactive Tools
(e.g., quizzes, assessments,
calculators) (22%); Research
Reports (15%); Mobile Apps
(13%); Videos (live-streaming)
(13%); Virtual Reality/
Augmented Reality (VR/AR)
Experiences (6%); Film/TV
(e.g., documentaries, short
films) (4%); Podcasts (3%);
and Other (8%).
Base: Manufacturing content
marketers. Aided list; multiple
responses permitted.
Types of Content Manufacturing Marketers
Use for Content Marketing Purposes
(Top 6)
92%
Case Studies
Ebooks/White Papers
Illustrations/Photos
Videos (pre-produced)
Social Media Posts – excluding videos (e.g., tweets, pins)
80%
69%
49%
Infographics 43%
60%
AVERAGE
NUMBER USED:
5
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23
2018 Manufacturing Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
CONTENT CREATION & DISTRIBUTION
Of the content types you use, select up to three that
are the most effective in helping your organization
achieve specific objectives.
Other content types rated as top
three most effective: Case Studies
(37%); Ebooks/White Papers (31%);
Infographics (16%); Research
Reports (8%); Interactive Tools (e.g.,
quizzes, assessments, calculators)
(6%); Videos (live-streaming) (4%);
Mobile Apps (4%); Film/TV (e.g.,
documentaries, short films) (1%);
Virtual Reality/Augmented Reality
(VR/AR) Experiences (1%); Podcasts
(1%); Other (5%); and None (of those
used) (2%).
Base:Manufacturingcontentmarketers
whousethetypeslisted.Maximumofthree
responsespermitted.Resultsshownbasedon
responsefrequencies.
Top 3 Most Effective Types of Content Manufacturing
Marketers Use for Content Marketing Purposes
52%
Illustrations/Photos
Social Media Posts – excluding videos (e.g., tweets, pins)
Videos (pre-produced)
43%
39%
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24
CONTENT CREATION & DISTRIBUTION
2018 Manufacturing Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Which formats does your organization use to distribute
content for content marketing purposes?
Other formats used:
Webinars/Webcasts/
Virtual Events (36%); Digital
Magazines (33%); Print (other
than magazines) (30%);
Separate Content Hubs (e.g.,
microsites, resource centers)
(21%); Online Presentations
(9%); and Other (4%).
Base: Manufacturing content
marketers. Aided list; multiple
responses permitted.
Formats Manufacturing Marketers Use to
Distribute Content for Content Marketing Purposes
(Top 5)
95%
In-Person Events
Print Magazines
Blogs
Social Media Platforms (e.g., LinkedIn, Twitter)
Email (e.g., newsletters, welcome emails)
93%
62%
53%
54%
AVERAGE
NUMBER USED:
5
25
USAGE & TEAM ORGANIZATION
2018 Manufacturing Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
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25
2018 Manufacturing Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
CONTENT CREATION & DISTRIBUTION
Of the formats you use to distribute content, select
up to three that are the most effective in helping your
organization achieve specific objectives.
Other formats rated as top three
most effective: Blogs (34%);
Webinars/Webcasts/Virtual Events
(20%); Print Magazines (16%); Print
(other than magazines) (10%); Digital
Magazines (7%); Separate Content
Hubs (microsites, resource centers)
(7%); Online Presentations (3%); Other
(2%); and None (of those used) (3%).
Base:Manufacturingcontentmarketerswho
usetheformatslisted.Maximumofthree
responsespermitted.Resultsshownbasedon
responsefrequencies.
Top 3 Most Effective Formats of Content Manufacturing
Marketers Use for Content Marketing Purposes
75%
In-Person Events
Social Media Platforms (e.g., LinkedIn, Twitter)
Email (e.g., newsletters, welcome emails)
46%
35%
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26
CONTENT CREATION & DISTRIBUTION
2018 Manufacturing 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: Manufacturing content marketers who use social media platforms to distribute
content. Aided list; multiple responses permitted.
Social Media Platforms Manufacturing Marketers
Use for Content Marketing Purposes
(Top 6)
93%
YouTube
Google+
Instagram
Facebook
LinkedIn
Twitter
89%
81%
33%
31%
81%
Other social media
platforms used: Pinterest
(17%); SlideShare (8%);
Snapchat (2%); Medium (0%);
and Other (2%).
AVERAGE
NUMBER USED:
4
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27
CONTENT CREATION & DISTRIBUTION
2018 Manufacturing Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Of the social media platforms you use, select up
to three that are the most effective in helping your
organization achieve specific objectives.
Other social media platforms rated
as top three most effective: Twitter
(28%); Instagram (10%); Pinterest
(6%); Google+ (5%); SlideShare (1%);
Snapchat (1%); Medium (0%); Other
(0%); and None (of those used) (6%).
Base:Manufacturingcontentmarketers
whousethesocialmediaplatformslisted.
Maximumofthreeresponsespermitted.
Resultsshownbasedonresponse
frequencies.
Top 3 Most Effective Social Media Platforms
Manufacturing Marketers Use for Content Marketing Purposes
62%
Facebook
YouTube
LinkedIn
52%
48%
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28
CONTENT CREATION & DISTRIBUTION
2018 Manufacturing Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Which types of email does your organization use
as part of its content marketing efforts?
61%
50%
49%
42%
35%
33%
28%
Types of Email Manufacturing Marketers
Use for Content Marketing Purposes
(Top 7)
Ad hoc Newsletters
(i.e., no set schedule)
Automated Confirmation Emails
(e.g., a welcome email)
Drip Campaigns
(e.g., welcome series)
Lead Nurturing
Promotional Emails
Event Emails
Monthly Newsletters
Other types of email used:
PartnershipEmails(14%);Weekly
Newsletters(8%);BiweeklyNewsletters
(every other week) (7%); Daily
Newsletters(2%);andOther(6%).
Base:Manufacturingcontentmarketerswho
useemailtodistributecontentforcontent
marketingpurposes.Aidedlist;multiple
responsespermitted.
AVERAGE
NUMBER USED:
3
29
GOALS&METRICS
MANUFACTURING CONTENT MARKETING
34% of respondents say their organization does an excellent,
very good, or good job in terms of aligning metrics with content marketing
goals; however, another 47% rate their organization as doing a fair or poor job.
Respondents who do not measure content marketing ROI (52%) cite the top
two reasons as “we need an easier way to do this” and “we don’t know how to
do this.”
70% of respondents agreed they can demonstrate, with metrics, how content
marketing has increased audience engagement and number of leads. They are
less likely to be able to show how it has increased sales (42%) and decreased
the cost of customer acquisition (21%).
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30
GOALS & METRICS
2018 Manufacturing 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: Manufacturing content marketers; aided list.
How Manufacturing Marketers Rate Alignment
of Their Metrics and Content Marketing Goals
EXCELLENT VERYGOOD GOOD FAIR POOR
1% 17%6% 27% 30%
TOOSOONTOTELL DON’TUSE CONTENT
MARKETINGMETRICS
UNSURE
3%10% 6%
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31
GOALS & METRICS
2018 Manufacturing Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Does your organization measure the return on
investment (ROI) of its content marketing efforts?
Base: Manufacturing content marketers; aided list.
52%
33%
15%
Percentage of Manufacturing Marketers
Who Measure Content Marketing ROI
Unsure
No
Yes
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GOALS & METRICS
2018 Manufacturing 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: Manufacturing content marketers whose organizations do not
measure content marketing ROI. Aided list; multiple responses permitted.
42%
37%
30%
21%
24%
7%
Why Manufacturing Marketers
Don’t Measure Content Marketing ROI
We need an easier way to do this
We don’t know how to do this
No formal justification required
Too time-consuming
Other
Unsure
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GOALS & METRICS
2018 Manufacturing 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: Manufacturing content marketers who use metrics to determine content
marketing results. Aided list.
Manufacturing Marketers’ Metrics Agreement Statements
70% 18% 12%
70% 21% 9%
42% 42% 16%
21% 44% 35%
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
34
BUDGETS&SPENDING
MANUFACTURING CONTENT MARKETING
The average percentage of total marketing budget that
manufacturing marketers spend on content marketing is 22%.
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 15%
•	Adolescent phase spend 23%
•	Sophisticated/mature phase spend 32%
38% of respondents expect their content marketing budget to increase
in the next 12 months.
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35
BUDGETS & SPENDING
2018 Manufacturing 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: Manufacturing content marketers; aided list.
Percentage of Total Marketing Budget Spent
on Manufacturing Content Marketing
1% 0% 0%
8%
15%
23%
31%
22%
100% 75-99% 50-74% 25-49% 10-24% 1-9% 0% Unsure
AVERAGE:
22%
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BUDGETS & SPENDING
2018 Manufacturing 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: Manufacturing content marketers; aided list.
46%
3%
13%
38%
Manufacturing Content Marketing Spending
(Over Next 12 Months)
Increase
Remain
the Same
Decrease
Unsure
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37
METHODOLOGY/DEMOGRAPHICS
2018 Manufacturing Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Manufacturing Content Marketing 2018: Benchmarks, Budgets, and Trends—North America was
produced by Content Marketing Institute and sponsored by IEEE GlobalSpec Media Solutions.
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 155
respondents who indicated their organization is for-
profit manufacturing in North America.
Additional reports based on the annual survey are
available at www.contentmarketinginstitute.com/
research. Special thanks to MarketingProfs for their
assistance with the annual survey and the B2B North
America and B2C North America reports.
Note: The manufacturing content marketers referred
to in the base lines and bullet points in this report are
respondents who indicated their organization uses
content marketing.
Size of Manufacturing Company
(by Employees)
Manufacturing Organization 2016
Total Annual Revenue
Manufacturing
Job Title/Function
26%
3%
37%
34%
■ Small (10-99 Employees)
■ Micro(Fewerthan10Employees)
■ Midsize (100-999 Employees)
■ Large (1,000+ Employees)
4%
4%
4%
4%
■ Marketing/Advertising/
Communications/PR Management
■ Marketing – Staff/Support
■ Content Creation/Management
■ Corporate Management
(Owner/President, CEO, CMO)
■ 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
55%
20%
9%
16%
9%
10%
8%20%
17%
17%
2%
Size of Manufacturing Company
(by Employees)
Manu
26%
3%
37%
34%
■ Small (10-99 Employees)
■ Micro(Fewerthan10Employees)
■ Midsize (100-999 Employees)
■ Large (1,000+ Employees)
SPONSORED BY
38
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 IEEE GlobalSpec Media Solutions
IEEE GlobalSpec Media Solutions delivers expert engineering content, information, tools, and community for engineers and technical
professionals across multiple industries and disciplines. An engaged community of over 9 million professionals rely on our media properties
through every stage of the purchasing process. For industrial marketers, our mission is to provide comprehensive digital media solutions that
connect companies with their target audience and generate unparalleled results – delivering measurable and actionable awareness, demand,
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2018 Manufacturing Content Marketing: 2018 Benchmarks, Budgets, and Trends - North America

  • 1. MANUFACTURING SPONSORED BY CONTENT MARKETING: 2018 Benchmarks, Budgets, and Trends—North America 2018
  • 2. Welcome Differences Between Manufacturing Marketers by Organization’s Content Marketing Maturity Level Usage & Team Organization Commitment & Overall Success Content Marketing Strategy & Technologies Content Creation & Distribution Goals & Metrics Budgets & Spending Methodology & Demographics About 3 4 5 10 16 19 34 37 38 29 2 TABLE OF CONTENTS SPONSORED BY
  • 3. WELCOME Greetings Marketers, 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. Beyond those two basics, the research shows that manufacturers who are more sophisticated/mature with content marketing often, among other differentiators: n Deliver content consistently n Have realistic expectations about what content marketing can achieve n Value creativity and craft in content creation and production. Fifty-five percent of manufacturing marketers surveyed this year told us their organization’s overall content marketing approach is “moderately” successful. Those working to become “extremely” or “very” successful have many resources available to assist them in their efforts. Let us know how we can help! Yours in content, Lisa Murton Beets Research Director Content Marketing Institute Special thanks to: Joe Pulizzi, CMI founder, and Ann Handley, chief content officer, MarketingProfs. CMI team members: Stephanie Stahl, general manager; Robert Rose, chief strategy adviser; Kim Moutsos, vice president of content; Michele Linn, editorial strategy adviser; Nancy Reese, research consultant; and Joseph Kalinowski, creative director. Thanks also to our report sponsor, IEEE GlobalSpec Media Solutions. 3 SPONSORED BY
  • 4. SPONSORED BY 4 COMPARISON CHART All Respondents Sophisticated/ Mature Adolescent Young/First Steps Organization’s overall content marketing approach is extremely or very successful 14% 33% 18% 2% Organization is extremely/very committed to content marketing 38% 73% 50% 13% Has a documented content marketing strategy 19% 33% 25% 10% Percentage of total marketing budget allocated to content 22% 32% 23% 15% Always/frequently delivers content consistently 45% 73% 48% 29% Agrees that organization is realisticabout what content marketing can achieve 47% 67% 61% 29% Agrees that organization values creativity and craft in content creation and production 62% 80% 78% 43% Rates project management flow during content creation process as excellent/very good 20% 37% 30% 5% Always/frequently crafts content based on specific points of the buyer’s journey 27% 48% 18% 21% Differences Between Manufacturing Marketers by Organization’s Content Marketing Maturity Level* 2018 Manufacturing Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs *See p. 7 for definitions of content marketing maturity levels. Base: Manufacturing content marketers.
  • 5. 5 USAGE & TEAM ORGANIZATION MANUFACTURING CONTENT MARKETING Team organization is similar to what was reported last year: 57% have small (or one-person) marketing/content marketing teams serving the entire organization. Nearly half of respondents (46%) said their organization is in the young/ first steps of content marketing maturity; 30% are in the adolescent phase; and 22% are in the mature/sophisticated phase. Almost three out of five respondents (58%) outsource at least one content marketing activity; conversely, 42% do not outsource any content marketing activities. SPONSORED BY
  • 6. SPONSORED BY 6 USAGE & TEAM ORGANIZATION 2018 Manufacturing 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.” Base: All manufacturing respondents. 86% Yes No Percentage of Manufacturing Respondents Who Use Content Marketing 14%
  • 7. 7 USAGE & TEAM ORGANIZATION 2018 Manufacturing Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs SPONSORED BY How would you describe your organization’s content marketing maturity level? How Manufacturing Marketers Assess Their Organization’s Content Marketing Maturity Level SOPHISTICATED MATURE ADOLESCENT YOUNG FIRST STEPS 4% 18% 30% 34% 12%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: Manufacturing content marketers; aided list.
  • 8. SPONSORED BY 8 USAGE & TEAM ORGANIZATION 2018 Manufacturing Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs How is content marketing structured within your organization? Manufacturing Content Marketing Organizational Structure 20% 7% 11% 57% 5% 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: Manufacturing content marketers; aided list.
  • 9. 9 USAGE & TEAM ORGANIZATION 2018 Manufacturing Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs SPONSORED BY What content marketing activities does your organization outsource? Content Marketing Activities Manufacturing Marketers Outsource 49% 25% 15% 9% 3% 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 42% Note: Almost three out of five (58%) of respondents outsource at least one of the content marketing activities listed. Base: Manufacturing content marketers. Aided list; multiple responses permitted.
  • 10. 10 COMMITMENT & OVERALL SUCCESS MANUFACTURING CONTENT MARKETING Around half of respondents (51%) describe their organization as somewhat committed to content marketing. The remaining are either extremely/very committed (38%) or not very/not at all committed (11%). The majority of respondents (55%) characterize their organization’s overall content marketing approach as moderately successful. Like last year, nearly 60% of respondents said their overall content marketing success has increased (much more/somewhat more) compared with one year ago. SPONSORED BY
  • 11. SPONSORED BY 11 COMMITMENT & OVERALL SUCCESS 2018 Manufacturing Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs How would you describe your organization’s commitment level to content marketing? Base: Manufacturing content marketers; aided list. 10% 1% 36% Manufacturing Organizations’ Commitment to Content Marketing Extremely Committed Very Committed Somewhat Committed Not Very Committed Not At All Committed 12% 51% 26%
  • 12. SPONSORED BY 12 2018 Manufacturing 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: Manufacturing content marketers; aided list. Note: The survey defined success as achieving your organization’s desired/ targeted results. 55% 28%2% 11% 3% How Manufacturing Marketers Rate the Success of Their Organization’s Overall Content Marketing Approach Extremely Successful Very Successful Moderately Successful Minimally Successful Not At All Successful
  • 13. SPONSORED BY 13 2018 Manufacturing 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: Manufacturing content marketers; aided list. How Manufacturing Marketers Rate the Success of Their Organization’s Overall Content Marketing Approach Compared with One Year Ago 13% 43% 34% 5% 0% 4% 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)
  • 14. SPONSORED BY 14 2018 Manufacturing Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs COMMITMENT & OVERALL SUCCESS To what factors do you attribute your organization’s increase in success with content marketing? Base: Manufacturingcontentmarketerswhosaidtheirorganizations’overallcontentmarketing approachismuchmoreorsomewhatmoresuccessfulcomparedwithoneyearago. Factors Contributing to Manufacturing Marketers’ Increased Content Marketing Success Over the Last Year (Top 5) 76% 66% 57% 54% 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 55% Other factors cited: Content Marketing Technologies/Tools (32%); Content Measurement (growing in ability to show results) (32%); Management/HR (organizational changes, staffing, new content marketing roles) (32%); More Budget for Content Marketing (32%); Content Marketing Training/Education (25%); We Have Given Our Efforts Time to Bear Fruit and Are Now Getting Results (17%); Changes in Our Target Audience(s) (11%); Assistance of Outside Expertise (9%); and Other (4%). Note: Due to the low number of manufacturing 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.
  • 15. SPONSORED BY 15 OPINIONS ABOUT CONTENT MARKETING 2018 Manufacturing 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: Manufacturing content marketers; aided list. Manufacturing Marketers’ Opinions About Content Marketing 77% 13% 10% 62% 16% 22% 47% 25% 28% 27% 26%29% 38% 45% 35% 31% 47% 22% 12% 34% 54% 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
  • 16. 16 MANUFACTURING CONTENT MARKETING The likelihood of having a documented content marketing strategy increases as an organization becomes more mature/sophisticated with its content marketing approach. 80% of respondents who do not currently have a content marketing strategy say they plan to have one within 12 months. The two main types of digital technologies that manufacturing respondents use specifically for content marketing purposes are analytics tools (90%) and email marketing-focused technology (78%). CONTENT MARKETING STRATEGY & TECHNOLOGIES SPONSORED BY
  • 17. SPONSORED BY 17 CONTENT MARKETING STRATEGY & TECHNOLOGIES 2018 Manufacturing Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Does your organization have a content marketing strategy? Base: Manufacturing content marketers; aided list. 47% 7% 19% 27% Percentage of Manufacturing 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
  • 18. SPONSORED BY 18 2018 Manufacturing 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? Technologies Manufacturing Marketers Use to Manage Content Marketing Efforts (Top 4) 90%Analytics Tools Email Marketing Technology (email-focused) Content Management System Marketing Automation Software (automation-focused) 78% 49% 30% CONTENT MARKETING STRATEGY & TECHNOLOGIES Other technologies used: Webinar/ Online Presentation Platforms (20%); Video Tools/Platforms (16%); Digital Asset Management (DAM) System/File Storage (13%); Content Collaboration/Workflow Software (10%); Content Promotion/ Distribution Software (5%); Content Optimization Software (4%); Content Planning/Creation Software (3%); and Other (6%). Base: Manufacturing content marketers. Aided list; multiple responses permitted. AVERAGE NUMBER USED: 3
  • 19. 19 CONTENTCREATION &DISTRIBUTION MANUFACTURING CONTENT MARKETING When asked how well content-creation projects flow within their organization, 20% of respondents rated the flow as excellent or very good; 31% rated it as good; and 49% rated it as fair or poor. Among the content types, distribution formats, and social media platforms that respondents use, they rated videos (pre-produced), email, and LinkedIn as most effective in helping their organizations achieve specific objectives. Nearly all respondents (94%) said they always or frequently ensure that their content is fact-based or credible. SPONSORED BY
  • 20. SPONSORED BY 20 CONTENT CREATION & DISTRIBUTION 2018 Manufacturing 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: Manufacturing content marketers; aided list. How Often Manufacturing Marketers Consider Various Concepts While Creating Content 94% 63% 59% 53% 52% 46% 45% 27% 35% 38% 36% 19% 37% 17% 36% 12% 34% 13% 30% 36% 5% 7% 6% 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
  • 21. 21 USAGE & TEAM ORGANIZATION 2018 Manufacturing Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs SPONSORED BY 21 CONTENT CREATION & DISTRIBUTION 2018 Manufacturing 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: Manufacturing content marketers; aided list. How Manufacturing Marketers Rate the Project Management Flow During the Content Creation Process EXCELLENT VERYGOOD GOOD FAIR POOR 4% 8%16% 31% 41% 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
  • 22. SPONSORED BY 22 CONTENT CREATION & DISTRIBUTION 2018 Manufacturing Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Which types of content does your organization use for content marketing purposes? Other types of content used: Interactive Tools (e.g., quizzes, assessments, calculators) (22%); Research Reports (15%); Mobile Apps (13%); Videos (live-streaming) (13%); Virtual Reality/ Augmented Reality (VR/AR) Experiences (6%); Film/TV (e.g., documentaries, short films) (4%); Podcasts (3%); and Other (8%). Base: Manufacturing content marketers. Aided list; multiple responses permitted. Types of Content Manufacturing Marketers Use for Content Marketing Purposes (Top 6) 92% Case Studies Ebooks/White Papers Illustrations/Photos Videos (pre-produced) Social Media Posts – excluding videos (e.g., tweets, pins) 80% 69% 49% Infographics 43% 60% AVERAGE NUMBER USED: 5
  • 23. SPONSORED BY 23 2018 Manufacturing Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs CONTENT CREATION & DISTRIBUTION Of the content types you use, select up to three that are the most effective in helping your organization achieve specific objectives. Other content types rated as top three most effective: Case Studies (37%); Ebooks/White Papers (31%); Infographics (16%); Research Reports (8%); Interactive Tools (e.g., quizzes, assessments, calculators) (6%); Videos (live-streaming) (4%); Mobile Apps (4%); Film/TV (e.g., documentaries, short films) (1%); Virtual Reality/Augmented Reality (VR/AR) Experiences (1%); Podcasts (1%); Other (5%); and None (of those used) (2%). Base:Manufacturingcontentmarketers whousethetypeslisted.Maximumofthree responsespermitted.Resultsshownbasedon responsefrequencies. Top 3 Most Effective Types of Content Manufacturing Marketers Use for Content Marketing Purposes 52% Illustrations/Photos Social Media Posts – excluding videos (e.g., tweets, pins) Videos (pre-produced) 43% 39%
  • 24. SPONSORED BY 24 CONTENT CREATION & DISTRIBUTION 2018 Manufacturing Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Which formats does your organization use to distribute content for content marketing purposes? Other formats used: Webinars/Webcasts/ Virtual Events (36%); Digital Magazines (33%); Print (other than magazines) (30%); Separate Content Hubs (e.g., microsites, resource centers) (21%); Online Presentations (9%); and Other (4%). Base: Manufacturing content marketers. Aided list; multiple responses permitted. Formats Manufacturing Marketers Use to Distribute Content for Content Marketing Purposes (Top 5) 95% In-Person Events Print Magazines Blogs Social Media Platforms (e.g., LinkedIn, Twitter) Email (e.g., newsletters, welcome emails) 93% 62% 53% 54% AVERAGE NUMBER USED: 5
  • 25. 25 USAGE & TEAM ORGANIZATION 2018 Manufacturing Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs SPONSORED BY 25 2018 Manufacturing Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs CONTENT CREATION & DISTRIBUTION Of the formats you use to distribute content, select up to three that are the most effective in helping your organization achieve specific objectives. Other formats rated as top three most effective: Blogs (34%); Webinars/Webcasts/Virtual Events (20%); Print Magazines (16%); Print (other than magazines) (10%); Digital Magazines (7%); Separate Content Hubs (microsites, resource centers) (7%); Online Presentations (3%); Other (2%); and None (of those used) (3%). Base:Manufacturingcontentmarketerswho usetheformatslisted.Maximumofthree responsespermitted.Resultsshownbasedon responsefrequencies. Top 3 Most Effective Formats of Content Manufacturing Marketers Use for Content Marketing Purposes 75% In-Person Events Social Media Platforms (e.g., LinkedIn, Twitter) Email (e.g., newsletters, welcome emails) 46% 35%
  • 26. SPONSORED BY 26 CONTENT CREATION & DISTRIBUTION 2018 Manufacturing 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: Manufacturing content marketers who use social media platforms to distribute content. Aided list; multiple responses permitted. Social Media Platforms Manufacturing Marketers Use for Content Marketing Purposes (Top 6) 93% YouTube Google+ Instagram Facebook LinkedIn Twitter 89% 81% 33% 31% 81% Other social media platforms used: Pinterest (17%); SlideShare (8%); Snapchat (2%); Medium (0%); and Other (2%). AVERAGE NUMBER USED: 4
  • 27. SPONSORED BY 27 CONTENT CREATION & DISTRIBUTION 2018 Manufacturing Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Of the social media platforms you use, select up to three that are the most effective in helping your organization achieve specific objectives. Other social media platforms rated as top three most effective: Twitter (28%); Instagram (10%); Pinterest (6%); Google+ (5%); SlideShare (1%); Snapchat (1%); Medium (0%); Other (0%); and None (of those used) (6%). Base:Manufacturingcontentmarketers whousethesocialmediaplatformslisted. Maximumofthreeresponsespermitted. Resultsshownbasedonresponse frequencies. Top 3 Most Effective Social Media Platforms Manufacturing Marketers Use for Content Marketing Purposes 62% Facebook YouTube LinkedIn 52% 48%
  • 28. SPONSORED BY 28 CONTENT CREATION & DISTRIBUTION 2018 Manufacturing Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Which types of email does your organization use as part of its content marketing efforts? 61% 50% 49% 42% 35% 33% 28% Types of Email Manufacturing Marketers Use for Content Marketing Purposes (Top 7) Ad hoc Newsletters (i.e., no set schedule) Automated Confirmation Emails (e.g., a welcome email) Drip Campaigns (e.g., welcome series) Lead Nurturing Promotional Emails Event Emails Monthly Newsletters Other types of email used: PartnershipEmails(14%);Weekly Newsletters(8%);BiweeklyNewsletters (every other week) (7%); Daily Newsletters(2%);andOther(6%). Base:Manufacturingcontentmarketerswho useemailtodistributecontentforcontent marketingpurposes.Aidedlist;multiple responsespermitted. AVERAGE NUMBER USED: 3
  • 29. 29 GOALS&METRICS MANUFACTURING CONTENT MARKETING 34% of respondents say their organization does an excellent, very good, or good job in terms of aligning metrics with content marketing goals; however, another 47% rate their organization as doing a fair or poor job. Respondents who do not measure content marketing ROI (52%) cite the top two reasons as “we need an easier way to do this” and “we don’t know how to do this.” 70% of respondents agreed they can demonstrate, with metrics, how content marketing has increased audience engagement and number of leads. They are less likely to be able to show how it has increased sales (42%) and decreased the cost of customer acquisition (21%). SPONSORED BY
  • 30. SPONSORED BY 30 GOALS & METRICS 2018 Manufacturing 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: Manufacturing content marketers; aided list. How Manufacturing Marketers Rate Alignment of Their Metrics and Content Marketing Goals EXCELLENT VERYGOOD GOOD FAIR POOR 1% 17%6% 27% 30% TOOSOONTOTELL DON’TUSE CONTENT MARKETINGMETRICS UNSURE 3%10% 6%
  • 31. SPONSORED BY 31 GOALS & METRICS 2018 Manufacturing Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Does your organization measure the return on investment (ROI) of its content marketing efforts? Base: Manufacturing content marketers; aided list. 52% 33% 15% Percentage of Manufacturing Marketers Who Measure Content Marketing ROI Unsure No Yes
  • 32. SPONSORED BY 32 GOALS & METRICS 2018 Manufacturing 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: Manufacturing content marketers whose organizations do not measure content marketing ROI. Aided list; multiple responses permitted. 42% 37% 30% 21% 24% 7% Why Manufacturing Marketers Don’t Measure Content Marketing ROI We need an easier way to do this We don’t know how to do this No formal justification required Too time-consuming Other Unsure
  • 33. SPONSORED BY 33 GOALS & METRICS 2018 Manufacturing 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: Manufacturing content marketers who use metrics to determine content marketing results. Aided list. Manufacturing Marketers’ Metrics Agreement Statements 70% 18% 12% 70% 21% 9% 42% 42% 16% 21% 44% 35% 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
  • 34. 34 BUDGETS&SPENDING MANUFACTURING CONTENT MARKETING The average percentage of total marketing budget that manufacturing marketers spend on content marketing is 22%. 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 15% • Adolescent phase spend 23% • Sophisticated/mature phase spend 32% 38% of respondents expect their content marketing budget to increase in the next 12 months. SPONSORED BY
  • 35. SPONSORED BY 35 BUDGETS & SPENDING 2018 Manufacturing 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: Manufacturing content marketers; aided list. Percentage of Total Marketing Budget Spent on Manufacturing Content Marketing 1% 0% 0% 8% 15% 23% 31% 22% 100% 75-99% 50-74% 25-49% 10-24% 1-9% 0% Unsure AVERAGE: 22%
  • 36. SPONSORED BY 36 BUDGETS & SPENDING 2018 Manufacturing 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: Manufacturing content marketers; aided list. 46% 3% 13% 38% Manufacturing Content Marketing Spending (Over Next 12 Months) Increase Remain the Same Decrease Unsure
  • 37. SPONSORED BY 37 METHODOLOGY/DEMOGRAPHICS 2018 Manufacturing Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Manufacturing Content Marketing 2018: Benchmarks, Budgets, and Trends—North America was produced by Content Marketing Institute and sponsored by IEEE GlobalSpec Media Solutions. 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 155 respondents who indicated their organization is for- profit manufacturing in North America. Additional reports based on the annual survey are available at www.contentmarketinginstitute.com/ research. Special thanks to MarketingProfs for their assistance with the annual survey and the B2B North America and B2C North America reports. Note: The manufacturing content marketers referred to in the base lines and bullet points in this report are respondents who indicated their organization uses content marketing. Size of Manufacturing Company (by Employees) Manufacturing Organization 2016 Total Annual Revenue Manufacturing Job Title/Function 26% 3% 37% 34% ■ Small (10-99 Employees) ■ Micro(Fewerthan10Employees) ■ Midsize (100-999 Employees) ■ Large (1,000+ Employees) 4% 4% 4% 4% ■ Marketing/Advertising/ Communications/PR Management ■ Marketing – Staff/Support ■ Content Creation/Management ■ Corporate Management (Owner/President, CEO, CMO) ■ 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 55% 20% 9% 16% 9% 10% 8%20% 17% 17% 2% Size of Manufacturing Company (by Employees) Manu 26% 3% 37% 34% ■ Small (10-99 Employees) ■ Micro(Fewerthan10Employees) ■ Midsize (100-999 Employees) ■ Large (1,000+ Employees)
  • 38. SPONSORED BY 38 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 IEEE GlobalSpec Media Solutions IEEE GlobalSpec Media Solutions delivers expert engineering content, information, tools, and community for engineers and technical professionals across multiple industries and disciplines. An engaged community of over 9 million professionals rely on our media properties through every stage of the purchasing process. For industrial marketers, our mission is to provide comprehensive digital media solutions that connect companies with their target audience and generate unparalleled results – delivering measurable and actionable awareness, demand, and engagement opportunities