Welcome to our fifth annual report on the content marketing practices of manufacturers. Content Marketing Institute (CMI) has been conducting annual
content marketing research since 2010, but because our data indicated that manufacturers were slower than other industries to adopt content marketing,
we didn’t begin producing a manufacturing report until 2014.
It’s been exciting to watch more and more manufacturers launch content marketing initiatives with each passing year. And for those that are just starting
out – or are at a standstill – there are lessons to learn from companies that are further along in their content marketing maturity (see page 4). For example,
most content marketing progress is built on a foundation of a strong commitment to the approach and a documented content marketing strategy.
Welcome to our fifth annual report on the content marketing practices of manufacturers. Content Marketing Institute (CMI) has been conducting annual content marketing research since 2010, but because our data indicated that manufacturers were slower than other industries to adopt content marketing, we didn’t begin producing a manufacturing report until 2014.
It’s been exciting to watch more and more manufacturers launch content marketing initiatives with each passing year. And for those that are just starting out – or are at a standstill – there are lessons to learn from companies that are further along in their content marketing maturity.
Welcome to the 7th Annual B2B Content Marketing Benchmarks, Budgets, and Trends—North
America report. We’ve made quite a few changes to our annual survey this year to reflect the
maturing content marketing industry.
This year’s research paints a brighter picture than the last few years, indicating that content
marketing is alive and well! Content marketers are on track—with 62% reporting that their
organizations are much more or somewhat more successful with their overall content marketing
approach compared with one year ago.
Like last year, those who are further along with their approach are the most successful, while
the vast majority of the least successful are in the young/early phases of content marketing.
With time, a documented strategy, creativity, meaningful goals and metrics, a willingness to
experiment, and perhaps most importantly, a commitment to content marketing, those
marketers will succeed.
Please watch for continuing editorial coverage of our research findings throughout 2017.
We hope you will find the insights useful as you prepare for the year ahead
Welcome to the 11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends report. You may notice this year’s report feels different than past years and that’s by design. A year like no other required an approach like no other.
As in past years, we fielded the survey during the summer. We asked many of the same questions as last year but added new ones to see how content marketers were faring several months into the pandemic.
Although the data did not reveal drastic reductions in content marketing resources, many respondents shared in the fill-in comments their challenges of having to do more with less. Others shared their concerns about trying to reach audiences in an overcrowded virtual world.
Nevertheless, one thing stood out: Content marketers are resilient. Most have met the challenges of the pandemic head-on: They’re adapting quickly—and they believe in the value their content provides.
Welcome to the Manufacturing Content Marketing Benchmarks, Budgets, and Trends with Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022.
This year’s research suggested that the pandemic awoke a sleeping giant – content marketing, that is. Without in-person events and face-to-face selling, many who had previously paid little attention to content marketing suddenly became aware of its power. More content marketers got a seat at the table and helped keep many businesses on their audiences’ radar. Some discovered new audiences altogether.
Videos and virtual events/webinars were big over the last 12 months with the manufacturing marketers we surveyed. In addition, 85% expect continued investment in video in 2022, making it the top area of predicted investment.
Yet manufacturing marketers continue to face content marketing challenges within their organizations: 51% said they are challenged with creating valuable content instead of sales-oriented content as well as with overcoming the traditional marketing and sales mindset. Fifty percent said they are challenged with accessing subject matter experts to create content. If manufacturing marketers can overcome these challenges, they’ll improve their odds of achieving greater content marketing success in the coming year.
Greetings Technology Marketers,
Welcome to our annual Technology Content Marketing: Benchmarks, Budgets, and Trends—North America report.
I’m pleased to announce the percentage of technology marketers that reported high levels of overall content marketing
success increased from 24% last year to 31% this year—another 50% reported moderate success. Like last year, nearly 70%
said their organization is much/somewhat more successful with content marketing compared with one year ago.
For a glimpse into how the top-performing content marketers operate, see the chart on page 4. You’ll note that these
marketers report high levels of commitment; document their content marketing strategy; are focused on building audiences;
and are given ample time to produce content marketing results, among other distinguishing factors.
Technology is rapidly changing the processes around content marketing. We look forward to watching how things progress
and reporting back to you again next year.
Welcome to our annual B2C Content Marketing Benchmarks, Budgets, and Trends report. Here we present the results from B2C marketers who replied to our 11th Annual Content Marketing Survey. The events of 2020 have certainly reshaped how organizations conduct their marketing. At the time of this survey, content marketers were still reeling from the events that took place during the first half of 2020. As we usher in 2021, we are still facing constant change and uncertainty.
Many B2C marketers reported adjusting quickly when the pandemic hit; perhaps their companies were doubling down on digital, heavily engaging in virtual events, or trying to keep on top of rapidly changing analytics resulting from more people being at home and online. All these scenarios created the need for new content, formats, and strategies.
As we move into 2021 in a world where most gatherings are still limited, direct-to-consumer will continue to drive B2C. Successful B2C marketers will focus on creating content experiences and building relationships in the digital world.
Welcome to our fifth annual report on the content marketing practices of manufacturers. Content Marketing Institute (CMI) has been conducting annual content marketing research since 2010, but because our data indicated that manufacturers were slower than other industries to adopt content marketing, we didn’t begin producing a manufacturing report until 2014.
It’s been exciting to watch more and more manufacturers launch content marketing initiatives with each passing year. And for those that are just starting out – or are at a standstill – there are lessons to learn from companies that are further along in their content marketing maturity.
Welcome to the 7th Annual B2B Content Marketing Benchmarks, Budgets, and Trends—North
America report. We’ve made quite a few changes to our annual survey this year to reflect the
maturing content marketing industry.
This year’s research paints a brighter picture than the last few years, indicating that content
marketing is alive and well! Content marketers are on track—with 62% reporting that their
organizations are much more or somewhat more successful with their overall content marketing
approach compared with one year ago.
Like last year, those who are further along with their approach are the most successful, while
the vast majority of the least successful are in the young/early phases of content marketing.
With time, a documented strategy, creativity, meaningful goals and metrics, a willingness to
experiment, and perhaps most importantly, a commitment to content marketing, those
marketers will succeed.
Please watch for continuing editorial coverage of our research findings throughout 2017.
We hope you will find the insights useful as you prepare for the year ahead
Welcome to the 11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends report. You may notice this year’s report feels different than past years and that’s by design. A year like no other required an approach like no other.
As in past years, we fielded the survey during the summer. We asked many of the same questions as last year but added new ones to see how content marketers were faring several months into the pandemic.
Although the data did not reveal drastic reductions in content marketing resources, many respondents shared in the fill-in comments their challenges of having to do more with less. Others shared their concerns about trying to reach audiences in an overcrowded virtual world.
Nevertheless, one thing stood out: Content marketers are resilient. Most have met the challenges of the pandemic head-on: They’re adapting quickly—and they believe in the value their content provides.
Welcome to the Manufacturing Content Marketing Benchmarks, Budgets, and Trends with Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022.
This year’s research suggested that the pandemic awoke a sleeping giant – content marketing, that is. Without in-person events and face-to-face selling, many who had previously paid little attention to content marketing suddenly became aware of its power. More content marketers got a seat at the table and helped keep many businesses on their audiences’ radar. Some discovered new audiences altogether.
Videos and virtual events/webinars were big over the last 12 months with the manufacturing marketers we surveyed. In addition, 85% expect continued investment in video in 2022, making it the top area of predicted investment.
Yet manufacturing marketers continue to face content marketing challenges within their organizations: 51% said they are challenged with creating valuable content instead of sales-oriented content as well as with overcoming the traditional marketing and sales mindset. Fifty percent said they are challenged with accessing subject matter experts to create content. If manufacturing marketers can overcome these challenges, they’ll improve their odds of achieving greater content marketing success in the coming year.
Greetings Technology Marketers,
Welcome to our annual Technology Content Marketing: Benchmarks, Budgets, and Trends—North America report.
I’m pleased to announce the percentage of technology marketers that reported high levels of overall content marketing
success increased from 24% last year to 31% this year—another 50% reported moderate success. Like last year, nearly 70%
said their organization is much/somewhat more successful with content marketing compared with one year ago.
For a glimpse into how the top-performing content marketers operate, see the chart on page 4. You’ll note that these
marketers report high levels of commitment; document their content marketing strategy; are focused on building audiences;
and are given ample time to produce content marketing results, among other distinguishing factors.
Technology is rapidly changing the processes around content marketing. We look forward to watching how things progress
and reporting back to you again next year.
Welcome to our annual B2C Content Marketing Benchmarks, Budgets, and Trends report. Here we present the results from B2C marketers who replied to our 11th Annual Content Marketing Survey. The events of 2020 have certainly reshaped how organizations conduct their marketing. At the time of this survey, content marketers were still reeling from the events that took place during the first half of 2020. As we usher in 2021, we are still facing constant change and uncertainty.
Many B2C marketers reported adjusting quickly when the pandemic hit; perhaps their companies were doubling down on digital, heavily engaging in virtual events, or trying to keep on top of rapidly changing analytics resulting from more people being at home and online. All these scenarios created the need for new content, formats, and strategies.
As we move into 2021 in a world where most gatherings are still limited, direct-to-consumer will continue to drive B2C. Successful B2C marketers will focus on creating content experiences and building relationships in the digital world.
[Research] The State of B2B Marketing TrainingMarketingProfs
Only 19% of B2B marketers feel very prepared for their future in marketing.
Yikes.
And only 31% feel their team is very effective in their roles. A quarter don’t think everyone on their team has a basic understanding of marketing.
A third feel burned out. And two-thirds are seeking new job opportunities.
Double, triple, quadruple (!) yikes.
These are among the key findings of the inaugural MarketingProfs State of B2B Marketing Training Report.
So what’s going on? And more importantly, how can marketing reverse these trends in 2022? (And beyond.)
Our data (and experience) shows that marketing teams are participating in training. But it’s not helping them be as effective in their roles as it should, and it’s not helping them feel confident about their future.
In other words: Offering team access to training is a good thing. But access alone just isn’t enough.
Our data shows that how marketing organizations train their teams directly impacts how prepared marketers feel. And there are many specific, actionable things marketing leaders can do to move teams from where they are… to where they need to be.
Read on to learn what the “state of the state” is in B2B marketing training.
But more importantly, learn from the marketers who are doing things a bit differently and feeling more prepared. The end of the report outlines the specific steps Marketing leaders can take right now to future-proof their own teams.
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
Welcome to our ninth annual B2B Content Marketing Benchmarks, Budgets, and Trends—North America report. We surveyed content marketers worldwide about a range of content marketing topics including strategy, audience development, technology proficiency, and content types. This report presents the data from the B2B content marketers in North America.
Although issues such as changes in SEO and social media algorithms are top-of-mind for B2B content marketers, they are accustomed to rapid changes in technology that often enable them to do their jobs faster, with better results. When the process-related components of the content marketer’s job are efficient, time is freed up to better serve the audience, discovering and developing the types of content they truly want and need.
We hope you find this research helpful as you plan for 2019!
Interactive content enables you to deliver engaging, educational,differentiated content experiences. Discover what other marketersare learning and start your climb.
Business-to-Business manufacturing marketers have made great progress over the last year with content marketing. That’s one of the key findings in the Manufacturing Content Marketing: 2017 Benchmarks, Budgets, and Trends—North America report released by Content Marketing Institute, a UBM company, along with MarketingProfs. The report is sponsored by IEEE Engineering360 Media Solutions.
Welcome to our annual report on the content marketing practices of technology marketers. This report focuses on the North American technology marketers who participated in our seventh annual content marketing survey. New for this year, we asked technology marketers about their success with content marketing:
• 24% said their organization’s overall approach to content marketing is “extremely” or “very” successful
• 64% said that compared with one year ago, their organizations are “much more” or “somewhat more” successful with content marketing
• 92% of those reporting increased success attributed that success to doing a better job with content creation.
Seventy-four percent said their organization always or frequently prioritizes delivering content quality over content quantity. That stat is even higher (92%) among the top-performing technology marketers (see the chart on page 4 for our definition of a “top performer”).
Read on for more insights into how your peers are approaching their content marketing—and where they are heading over the next 12 months.
A simple content strategy that works for any brand: Plan > Create > Promote > Measure
Presented at Redi Social, Ahmedabad on Social Media Day 30.06.2018.
Welcome to the B2C Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022.
Our research suggested that, due to work-from-home requirements, content marketing piqued the interest of many who were previously unaware of its power. With more people than ever spending time online, content marketing presented a prime opportunity for businesses to get and stay in front of audiences. Some B2C marketers discovered new audiences altogether.
Short articles and videos were big over the last 12 months with the B2C marketers we surveyed. In addition, expect a lot of B2C investment in video in 2022: 72% forecast investment in this area. Paid media came in a distant second.
Although most B2C marketers reported success with content marketing in the last 12 months, there are still challenges. Respondents said their top two content marketing challenges were creating content that appeals to multi-level roles within the target audience (42%) and internal communication between teams/silos (41%).
If B2C marketers can overcome these challenges, they’ll improve their odds of achieving greater content marketing success in 2022.
B2C Content Marketing: 2013 Benchmarks, Budgets, and Trends—North AmericaMarketingProfs
MarketingProfs produced B2C Content Marketing: 2013 Benchmarks, Budgets, and Trends (North America) in partnership with the Content Marketing Institute. Our goal was to give you a clear view of the State of B2C Content Marketing. Among the questions this report answers: What's really happening? What are your biggest content marketing challenges? What slice of the budget will be dedicated to content next year, and what social channels are most relevant?
Welcome to the Enterprise Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022.
The research suggested that, due to lockdowns and work-from-home mandates, content marketing piqued the interest of many who were previously unaware of its power. With more people than ever spending time online, content marketing presented a prime opportunity to get and stay in front of audiences.
As in the previous year, nearly one in three enterprise marketers said their organization was extremely or very successful with content marketing. These marketers, our “top performers,” have certain characteristics that set them apart from their peers (see page 4). A few of the biggest things they do are to differentiate their content and use content collaboration/calendaring/workflow tools.
No matter how successful they are at content marketing, most respondents plan to invest in video in 2022: 72% of all enterprise respondents forecast investment in this area followed by investment in events (62%), paid media (59%), and owned-media assets (55%).
And, yes, challenges remain. The top challenge, which is the same as it was two years ago, is internal communication between teams/silos (57%). It indicates a pressing need to formalize content operations in enterprises that have not yet done so.
Welcome to our annual Enterprise Content Marketing Benchmarks, Budgets, and Trends report. Here we present the findings from enterprise marketers (those who work in organizations with 1,000+ employees) who replied to our 11th Annual Content Marketing Survey.
At the time of the survey, content marketers had just made it through the first half of 2020. Most reported that their organization made quick changes when the pandemic hit, most notably by changing their targeting/messaging strategy, adjusting their editorial calendar, and changing their content distribution/promotion strategy. The majority (57%) expected to spend about the same on content marketing during the second half of 2020 as they spent in the first half (17% expected a decrease).
Team size hadn’t changed drastically compared with the previous year (48% said it stayed the same); yet, another 35% reported an increase.
Overall, one-third of the enterprise respondents reported high levels of content marketing success. These top performers said the top two factors contributing to that success in the last 12 months were “the value our content provides” (79%) and “website changes” (62%).
Looking forward, 74% of respondents felt the pandemic would have a major or moderate long- term impact on their organization’s overall content marketing success. It will be interesting to see how enterprise marketers rise to the challenges in 2021.
Throughout this report, you’ll see how technology marketers have changed their content
marketing practices over the last year and how they compare with the overall sample of B2B
marketers who completed our annual content marketing survey
Welcome to the sixth annual Content Marketing in Australia: Benchmarks, Budgets, and Trends report. One of the most striking findings was the increased percentage of Australian content marketers who have become more focused on building an audience (85%) compared with last year’s survey results (69%). This finding was not unique to Australia; the Content Marketing Institute team observed it among all groups of content marketers studied. Building a subscriber base is a key content marketing goal. However, what you do with that list is equally as important. The quality of content you create (does it speak to your audience’s wants and needs?) … how efficiently you produce it … whether it’s credible … how/when/where you distribute it – these are just a handful of factors that impact overall content marketing success. And let us not forget the
importance of a documented strategy and a strong commitment to the approach (see page 4 for a glimpse at commitment’s influence). We wish you success with using content marketing to provide meaningful, long-term value for your audience – and business results for your organisation. If you need educational resources, please let us know.
Greetings Marketers,
Welcome to B2C Content Marketing Benchmarks, Budgets, and Trends—North America. This is the companion report to the B2B research we released in September 2017. The data presented in both reports was generated from our eighth annual content marketing survey. One of our key observations this year is that while B2C marketers reported slightly higher levels of overall content marketing success compared with last year, there was a decrease among those who agreed their organization has realistic expectations about what content marketing can achieve. A documented content marketing strategy can help, as it sets expectations for what teams should prioritize; yet, only 38% of B2C marketers reported having one.
Our annual research has consistently shown that those who document their content marketing strategy get better results than those who don’t. Another important key to success is an efficient workflow process (page 4 shows how top-performing B2C marketers rate their project management flow and other distinguishing characteristics that set them apart from their peers). We hope these research findings will be helpful as you consider which content marketing priorities to focus on in the year ahead.
[Research] The State of B2B Marketing TrainingMarketingProfs
Only 19% of B2B marketers feel very prepared for their future in marketing.
Yikes.
And only 31% feel their team is very effective in their roles. A quarter don’t think everyone on their team has a basic understanding of marketing.
A third feel burned out. And two-thirds are seeking new job opportunities.
Double, triple, quadruple (!) yikes.
These are among the key findings of the inaugural MarketingProfs State of B2B Marketing Training Report.
So what’s going on? And more importantly, how can marketing reverse these trends in 2022? (And beyond.)
Our data (and experience) shows that marketing teams are participating in training. But it’s not helping them be as effective in their roles as it should, and it’s not helping them feel confident about their future.
In other words: Offering team access to training is a good thing. But access alone just isn’t enough.
Our data shows that how marketing organizations train their teams directly impacts how prepared marketers feel. And there are many specific, actionable things marketing leaders can do to move teams from where they are… to where they need to be.
Read on to learn what the “state of the state” is in B2B marketing training.
But more importantly, learn from the marketers who are doing things a bit differently and feeling more prepared. The end of the report outlines the specific steps Marketing leaders can take right now to future-proof their own teams.
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
Welcome to our ninth annual B2B Content Marketing Benchmarks, Budgets, and Trends—North America report. We surveyed content marketers worldwide about a range of content marketing topics including strategy, audience development, technology proficiency, and content types. This report presents the data from the B2B content marketers in North America.
Although issues such as changes in SEO and social media algorithms are top-of-mind for B2B content marketers, they are accustomed to rapid changes in technology that often enable them to do their jobs faster, with better results. When the process-related components of the content marketer’s job are efficient, time is freed up to better serve the audience, discovering and developing the types of content they truly want and need.
We hope you find this research helpful as you plan for 2019!
Interactive content enables you to deliver engaging, educational,differentiated content experiences. Discover what other marketersare learning and start your climb.
Business-to-Business manufacturing marketers have made great progress over the last year with content marketing. That’s one of the key findings in the Manufacturing Content Marketing: 2017 Benchmarks, Budgets, and Trends—North America report released by Content Marketing Institute, a UBM company, along with MarketingProfs. The report is sponsored by IEEE Engineering360 Media Solutions.
Welcome to our annual report on the content marketing practices of technology marketers. This report focuses on the North American technology marketers who participated in our seventh annual content marketing survey. New for this year, we asked technology marketers about their success with content marketing:
• 24% said their organization’s overall approach to content marketing is “extremely” or “very” successful
• 64% said that compared with one year ago, their organizations are “much more” or “somewhat more” successful with content marketing
• 92% of those reporting increased success attributed that success to doing a better job with content creation.
Seventy-four percent said their organization always or frequently prioritizes delivering content quality over content quantity. That stat is even higher (92%) among the top-performing technology marketers (see the chart on page 4 for our definition of a “top performer”).
Read on for more insights into how your peers are approaching their content marketing—and where they are heading over the next 12 months.
A simple content strategy that works for any brand: Plan > Create > Promote > Measure
Presented at Redi Social, Ahmedabad on Social Media Day 30.06.2018.
Welcome to the B2C Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022.
Our research suggested that, due to work-from-home requirements, content marketing piqued the interest of many who were previously unaware of its power. With more people than ever spending time online, content marketing presented a prime opportunity for businesses to get and stay in front of audiences. Some B2C marketers discovered new audiences altogether.
Short articles and videos were big over the last 12 months with the B2C marketers we surveyed. In addition, expect a lot of B2C investment in video in 2022: 72% forecast investment in this area. Paid media came in a distant second.
Although most B2C marketers reported success with content marketing in the last 12 months, there are still challenges. Respondents said their top two content marketing challenges were creating content that appeals to multi-level roles within the target audience (42%) and internal communication between teams/silos (41%).
If B2C marketers can overcome these challenges, they’ll improve their odds of achieving greater content marketing success in 2022.
B2C Content Marketing: 2013 Benchmarks, Budgets, and Trends—North AmericaMarketingProfs
MarketingProfs produced B2C Content Marketing: 2013 Benchmarks, Budgets, and Trends (North America) in partnership with the Content Marketing Institute. Our goal was to give you a clear view of the State of B2C Content Marketing. Among the questions this report answers: What's really happening? What are your biggest content marketing challenges? What slice of the budget will be dedicated to content next year, and what social channels are most relevant?
Welcome to the Enterprise Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022.
The research suggested that, due to lockdowns and work-from-home mandates, content marketing piqued the interest of many who were previously unaware of its power. With more people than ever spending time online, content marketing presented a prime opportunity to get and stay in front of audiences.
As in the previous year, nearly one in three enterprise marketers said their organization was extremely or very successful with content marketing. These marketers, our “top performers,” have certain characteristics that set them apart from their peers (see page 4). A few of the biggest things they do are to differentiate their content and use content collaboration/calendaring/workflow tools.
No matter how successful they are at content marketing, most respondents plan to invest in video in 2022: 72% of all enterprise respondents forecast investment in this area followed by investment in events (62%), paid media (59%), and owned-media assets (55%).
And, yes, challenges remain. The top challenge, which is the same as it was two years ago, is internal communication between teams/silos (57%). It indicates a pressing need to formalize content operations in enterprises that have not yet done so.
Welcome to our annual Enterprise Content Marketing Benchmarks, Budgets, and Trends report. Here we present the findings from enterprise marketers (those who work in organizations with 1,000+ employees) who replied to our 11th Annual Content Marketing Survey.
At the time of the survey, content marketers had just made it through the first half of 2020. Most reported that their organization made quick changes when the pandemic hit, most notably by changing their targeting/messaging strategy, adjusting their editorial calendar, and changing their content distribution/promotion strategy. The majority (57%) expected to spend about the same on content marketing during the second half of 2020 as they spent in the first half (17% expected a decrease).
Team size hadn’t changed drastically compared with the previous year (48% said it stayed the same); yet, another 35% reported an increase.
Overall, one-third of the enterprise respondents reported high levels of content marketing success. These top performers said the top two factors contributing to that success in the last 12 months were “the value our content provides” (79%) and “website changes” (62%).
Looking forward, 74% of respondents felt the pandemic would have a major or moderate long- term impact on their organization’s overall content marketing success. It will be interesting to see how enterprise marketers rise to the challenges in 2021.
Throughout this report, you’ll see how technology marketers have changed their content
marketing practices over the last year and how they compare with the overall sample of B2B
marketers who completed our annual content marketing survey
Welcome to the sixth annual Content Marketing in Australia: Benchmarks, Budgets, and Trends report. One of the most striking findings was the increased percentage of Australian content marketers who have become more focused on building an audience (85%) compared with last year’s survey results (69%). This finding was not unique to Australia; the Content Marketing Institute team observed it among all groups of content marketers studied. Building a subscriber base is a key content marketing goal. However, what you do with that list is equally as important. The quality of content you create (does it speak to your audience’s wants and needs?) … how efficiently you produce it … whether it’s credible … how/when/where you distribute it – these are just a handful of factors that impact overall content marketing success. And let us not forget the
importance of a documented strategy and a strong commitment to the approach (see page 4 for a glimpse at commitment’s influence). We wish you success with using content marketing to provide meaningful, long-term value for your audience – and business results for your organisation. If you need educational resources, please let us know.
Greetings Marketers,
Welcome to B2C Content Marketing Benchmarks, Budgets, and Trends—North America. This is the companion report to the B2B research we released in September 2017. The data presented in both reports was generated from our eighth annual content marketing survey. One of our key observations this year is that while B2C marketers reported slightly higher levels of overall content marketing success compared with last year, there was a decrease among those who agreed their organization has realistic expectations about what content marketing can achieve. A documented content marketing strategy can help, as it sets expectations for what teams should prioritize; yet, only 38% of B2C marketers reported having one.
Our annual research has consistently shown that those who document their content marketing strategy get better results than those who don’t. Another important key to success is an efficient workflow process (page 4 shows how top-performing B2C marketers rate their project management flow and other distinguishing characteristics that set them apart from their peers). We hope these research findings will be helpful as you consider which content marketing priorities to focus on in the year ahead.
B2C Content Marketing 2018 - Benchmarks, Budgets & Trends - North America MarketingProfs
Our annual content marketing research with new insights useful for 2018 budget planning and benchmarketing. This new report focuses on business-to-consumer (B2C) marketers and their content marketing benchmarks, budgets, and trends.
B2B Content Marketing 2018 - Benchmarks, Budgets & Trends - North America MarketingProfs
Our annual content marketing research with new insights useful for 2018 budget planning and benchmarketing. This new report focuses on business-to-business (B2B) marketers and their content marketing benchmarks, budgets, and trends.
Greetings Marketers,
Welcome to B2B Content Marketing 2018: Benchmarks, Budgets, and Trends—North America. Our latest research indicates B2B marketers are finding content marketing success as they explore ways to work more creatively and build their audiences.
Content marketing is no longer the shiny new object. Those who have caught on are no longer asking “should we do this,” but rather “how do we really dig in and get results?” One of the most convincing pieces of evidence of this maturation? We saw an 18% year-over-year increase in respondents who say they are focused on using content marketing to build their audience (one or more subscriber bases). And that’s what differentiates content marketing from other forms of marketing – its intent is to offer valuable information so people want to hear from your business ... so they subscribe to your content because they are interested in it.
Read on for all the findings from our annual survey and consider how your organization stacks up against your peers. To take your content marketing to the next level, check out the resources on the last page of this report.
The most wanted content marketing research fruitful for every B2B marketer to effectively develop a budget plan and benchmarking strategies. Full insights in to leading B2B marketer's budgets, trends and benchmarks.
2017 B2C Content Marketing Benchmarks, Budgets, and TrendsMarketingProfs
Our fifth annual B2C content marketing report is here. Sponsored by Hightail, this report shows where B2C marketers will spend their budget, how much budget businesses are allocating to content marketing efforts, and what kind of strategies we will see in 2017.
Our annual content marketing research, with this report focusing on B2C marketers and their content marketing budgets and trends. New questions, an interesting twist to our research, and valuable budgets and trends as we head into 2017 planning season.
Welcome to the
7th Annual B2B Content Marketing Benchmarks, Budgets, and Trends—North
America
report. We’ve made quite a few changes to our annual survey this year to reflect the
maturing content marketing industry.
This year’s research paints a brighter picture than the last few years, indicating that content
marketing is alive and well! Content marketers are on track—with 62% reporting that their
organizations are much more or somewhat more successful with their overall content marketing
approach compared with one year ago.
Like last year, those who are further along with their approach are the most successful, while
the vast majority of the least successful are in the young/early phases of content marketing.
With time, a documented strategy, creativity, meaningful goals and metrics, a willingness to
experiment, and perhaps most importantly,
a commitment to content marketin
g, those
marketers will succeed.
Please watch for continuing editorial coverage of our research findings throughout 2017.
We hope you will find the insights useful as you prepare for the year ahead
It's back! The annual Content Marketing Institute/Content Marketing research returns again to dissect content marketing benchmarks, budgets and trends for B2B marketers in North America.
2017 B2B Content Marketing Benchmarks, Budgets, and TrendsMarketingProfs
The seventh annual B2B content marketing report is here. Sponsored by Brightcove, this report shows where B2B marketers will spend their budget, how much budget businesses are allocating to content marketing efforts, and what kind of strategies will see in 2017.
Hello, Content Marketers,
It is our pleasure to present the fifth annual Content Marketing in Australia: Benchmarks, Budgets, and Trends report.
As Australian marketers continue to grow in experience and content marketing maturity, so too does their overall success with the approach.
In addition, many who are just starting out appear to have the right idea: 71% whose companies are in the young/ first steps phase agree that their company is focused more on building long-term relationships than on getting quick results from content marketing.
Our hope is that your company views content marketing as an opportunity to build an audience and create ongoing value—versus just another method to generate leads and sales. The right vision—along with a documented content marketing strategy and a strong commitment to content marketing—are the first steps toward tangible business results.
Thank you for your interest in Content Marketing in the UK 2017: Benchmarks, Budgets, and Trends.
The annual content marketing survey, from which the results of this report were generated, revealed many new insights this year. We asked more questions about content marketing strategy, factors that in uence content marketing success, marketers’ attitudes about content creation and content marketing in general, and much more.
We also asked respondents about their commitment level to content marketing. To see the types of content marketing activities that those who are more committed are prioritizing, see the chart on page 4. Enjoy!
When it's time for that conversation to get buy-in on your content marketing ideas and initiatives, how do you proceed? Do you have all of the resources you need? The research and support to justify your programs? We're here to help. Download our "Mastering the Buy-In Conversation on Content Marketing: The Essential Starter Kit" now to help you. We've done the legwork so you can focus on your content marketing. Good luck, and let us know how else we can help.
When Content Marketing Institute (CMI) first reported on manufacturing in 2014, we noted that manufacturers were later to adopt content marketing than other industries we studied. They’ve certainly come a long way since then.
As you’ll see in this report—based on the results of our 10th annual content marketing survey—manufacturing marketers have become more strategic with their content marketing and are feeling less challenged with communicating complex content. Many are reporting success with their overall approach to content marketing. The ability to craft content for different audiences across various stages of the buyer’s journey—and distribute that content with precision—will be important to continued success in 2020.
2015 B2B Content Marketing Benchmarks, Budgets, and Trends for North AmericaMarketingProfs
This is the fifth year that MarketingProfs and Content Marketing Institute have put together this report on how marketers use content in their marketing mix. With changes in the industry, the report may look a little different than you remember. Dive in, and enjoy!
B2B Content Marketing 2015 Benchmarks, Budgets & Trends - North America
Hello Content Marketers, Welcome to the fifth annual B2B Content Marketing Benchmarks, Budgets, and Trends—North America report. It’s hard to believe that it’s been five years since we first surveyed marketers on how they use content as part of the marketing mix. Since then, the survey has grown to reach marketers all across the globe. This year, we heard from more than 5,000 marketers—in 25 industries in 109 countries—from for-profit and nonprofit organizations. In this report, you’ll learn how the B2B marketers from North America responded. As you’ll notice, we made some changes to this year’s survey to better reflect how the industry is growing. We added new questions, changed the way we asked some of the prior ones, and even removed a few. We also asked content marketers about the initiatives they’re working on—and the list is long, as you will see… We’re thrilled to be with you on this journey.
Yours in content,
Joe & Ann
Joe Pulizzi
Founder
Content Marketing Institute
Ann Handley
Chief Content Officer
MarketingProfs
Sponsored by Brightcove
MANUFACTURING CONTENT MARKETING 2019 Benchmarks, Budgets, and Trends Andrew Flynn
Welcome to our Manufacturing Content Marketing 2019—
Benchmarks, Budgets, and Trends report. We surveyed content marketers worldwide about a range of content marketing topics including strategy, audience development, technology proficiency, and content types. This report presents the data from the marketers who work in manufacturing organizations.
Similar to 2018 Manufacturing Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs (20)
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Not long ago, social media was considered uncharted waters for industrial marketers. Social networks seemed like places for casual sharing and conversation, rather than places for business to be conducted. Just a few short years later, our lives seem to revolve around these networks. Nearly everyone has at least one social media account, and businesses are also expected to...
More and more, marketers are being tasked with proving the return on investment (ROI) of their marketing initiatives. This can pose a challenge, because there are many ways to determine the results and value of each campaign. For our most recent Marketing Maven survey, we wanted to know more about how industrial marketers handle proving ROI and what challenges they encounter.
their reporting and trackingHow Industrial Marketers Track ROI?Andrew Flynn
More and more, marketers are being tasked with proving the return on investment (ROI) of their marketing initiatives. This can pose a challenge, because there are many ways to determine the results and value of each campaign. For our most recent Marketing Maven survey, we wanted to know more about how industrial marketers handle proving ROI and what challenges they encounter.
IEEE GlobalSpec is pleased to provide you with this Marketing Planning Kit to help you evaluate the effectiveness of your
current marketing choices, calculate the value of existing marketing programs, understand today’s marketing landscape,
and plan more effective strategies for 2019. Our intent is to help you define and achieve your marketing goals and
objectives for the year ahead.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
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Understand Why Personal Stories Connect Better
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Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
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CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
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In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
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1. Real content is king
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Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
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• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
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https://nidmindia.com/
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Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
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The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
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Understand how search engines work
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The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
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Key Takeaways:
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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