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SPONSORED BY
TECHNOLOGY
2018
CONTENTMARKETINGBENCHMARKS, BUDGETS, AND TRENDS—NORTH AMERICA
IDG Communications, Inc.
Welcome
This Year’s Technology Content Marketing
Top Performers At-A-Glance
Usage & Team Organization
Commitment & Overall Success
Content Marketing Strategy &
Technologies
Content Creation & Distribution
Goals & Metrics
Budgets & Spending
Methodology & Demographics
About
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TABLE OF CONTENTS
WELCOME
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.
Yours in content,
Lisa
Murton Beets
Research Director
Content Marketing Institute
3
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COMPARISON CHART
Most Successful All Respondents Least Successful
Organization is extremely/very committed to content marketing 91% 67% 38%
Organization’s content marketing is sophisticated/mature	 80% 45% 4%
Has a documented content marketing strategy 76% 43% 14%
Measures content marketing ROI 59% 43% 26%
Percentage of total marketing budget spent on content marketing (average) 30% 24% 17%
Ratesprojectmanagementflowduringcontent-creationprocessasexcellent/verygood 69% 38% 14%
Agrees that organization is focused on building audiences 95% 83% 60%
Agrees that leadership team gives ample time to produce content marketing results 88% 66% 40%
Agreesthatorganizationvaluescreativityandcraftincontentcreationandproduction 87% 73% 49%
Agrees that organization is realistic about what content marketing can achieve 86% 63% 35%
Always/frequently prioritize providing right content to right person at right time 78% 63% 40%
Always/frequently craft content based on specific points of the buyer’s journey 67% 50% 24%
This Year’s Technology Content Marketing Top
Performers At-A-Glance
2018 Technology Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Chart term definitions: A top performer (aka “most successful”) is one who characterizes his or her organization’s overall content marketing approach as extremely or very successful. The
“least successful” characterize their organization’s approach as minimally or not at all successful. 							
Base: Technology content marketers.
5
USAGE & TEAM
ORGANIZATION
TECHNOLOGY CONTENT MARKETING
33% of respondents said their organization has a centralized content
marketing group that works with multiple brands/product lines
throughout the organization.
Nearly half the respondents (45%) reported their organization is in the
sophisticated/mature phase of content marketing.
67% of technology marketers surveyed outsource at least one content
creation activity (e.g., writing, design, video production).
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USAGE & TEAM ORGANIZATION
2018 Technology 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 Technology respondents.
96%
Yes
4%
No
Percentage of Technology Respondents
Who Use Content Marketing
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USAGE & TEAM ORGANIZATION
2018 Technology Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
How would you describe your organization’s
content marketing maturity level?
How Technology Marketers Assess Their Organization’s Content Marketing Maturity Level
SOPHISTICATED MATURE ADOLESCENT YOUNG FIRST STEPS
10% 35% 26% 24% 5%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: Technology content marketers; aided list.
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USAGE & TEAM ORGANIZATION
2018 Technology Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
How is content marketing structured
within your organization?
Technology Content Marketing Organizational Structure
33%
5%
17%
43%
2%
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: Technology content marketers; aided list.
9
USAGE & TEAM ORGANIZATION
2018 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
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What content marketing activities does your
organization outsource?
Content Marketing Activities Technology Marketers Outsource
56%
28%
10%
8%
7%
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
33%
Note: Approximately two out
of three (67%) of respondents
outsource at least one of the
content marketing activities
listed.
Base: Technology content
marketers. Aided list; multiple
responses permitted.
10
COMMITMENT &
OVERALL SUCCESS
TECHNOLOGY CONTENT MARKETING
Like last year, nearly 70% of technology marketers indicated their
organization is extremely/very committed to content marketing.
31% of respondents said their organization’s overall content marketing
approach is extremely/very successful, compared with 24% last year.
The percentage of technology marketers that agreed their leadership
team gives them ample time to produce content marketing results
increased from 51% last year to 66% this year.
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COMMITMENT & OVERALL SUCCESS
2018 Technology Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
How would you describe your organization’s
commitment level to content marketing?
Base: Technology content marketers; aided list.
28%
4%
1%
47%
20%
Technology Organizations’ Commitment to Content Marketing
Extremely
Committed
Very Committed
Somewhat
Committed
Not Very
Committed
Not At All
Committed
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2018 Technology 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: Technology content marketers; aided list.
Note: The survey defined success as
achieving your organization’s desired/
targeted results. This report defines the
Top 2 respondents (extremely/very) as
“most successful” or “top performers,”
and the Bottom 2 (minimally/not at all)
as “least successful.”
50%
17%2%
28%
3%
How Technology 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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2018 Technology 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: Technology content marketers; aided list.
How Technology Marketers Rate Their Organization’s
Content Marketing Success Compared
With One Year Ago
21%
47%
21%
3% 1%
7%
Much More
Successful
Somewhat
More
Successful
About the
Same as
One Year
Ago
Somewhat
Less
Successful
Much Less
Successful
Does Not
Apply
(program less than
one year old)
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2018 Technology Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
COMMITMENT & OVERALL SUCCESS
To what factors do you attribute your organization’s
increase in overall success with content marketing?
Base:Technologycontentmarketerswhosaidtheirorganization’soverallcontentmarketing
approachismuchmoreorsomewhatmoresuccessfulcomparedwithoneyearago.
Other factors cited: Content
Marketing Technologies/Tools (32%);
We Have Given Our Efforts Time
to Bear Fruit and Are Now Getting
Results (30%); More Budget for
Content Marketing (28%); Content
Marketing Training/Education (15%);
Changes in Our Target Audience(s)
(7%); Assistance of Outside Expertise
(5%); and Other (6%).
Factors Contributing to Technology Marketers’ Increased
Content Marketing Success Over the Last Year
78%
72%
55%
46%
Content Creation (higher
quality, more efficient)
Strategy (development
or adjustment)
Content Distribution (better
targeting, identification
of what works)
Content Marketing Has
Become a Greater Priority
Spending More Time on
Content Marketing
Management/HR (organizational
changes, staffing, new content
marketing roles)
Content Measurement
(growing in ability to
show results)
47%
45%
43%
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OPINIONS ABOUT CONTENT MARKETING
2018 Technology 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: Technology content marketers; aided list
Technology Marketers’ Opinions About Content Marketing
83% 8% 9%
73% 11% 16%
66% 13% 21%
17%
19%18%
28%
63%
55%
48% 24% 28%
19% 31% 50%
Our organization is focused on building
audiences (building one or more subscriber bases)
Our organization values creativity and craft
in content creation and production
Our leadership team gives us ample time
to produce content marketing results
Our organization has realistic expectations
about what content marketing can achieve
We are discontinuing specific content marketing
activities that we’ve found to be ineffective, so
we can concentrate on those that yield the best results
Over the last year, it has become increasingly
difficult to capture our audience’s attention
We are creating less content than one year
ago, but that content is driving greater results
■ Agree ■ Neither Agree Nor Disagree ■ Disagree
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TECHNOLOGY CONTENT MARKETING
The percentage of respondents that reported their
organization has a documented content marketing strategy
is nearly the same as last year (43% vs. 42%).
Respondents indicated their organizations use an average of five digital
technologies specifically for managing content marketing efforts.
The two types of technology with the highest reported use are analytics
tools (91%) and marketing automation software (75%).
CONTENT MARKETING
STRATEGY & TECHNOLOGIES
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CONTENT MARKETING STRATEGY & TECHNOLOGIES
2018 Technology Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Does your organization have a
content marketing strategy?
Base: Technology content marketers; aided list.
34%
4%
43%
19%
Percentage of Technology 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 Technology 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 Technology Marketers Use
to Manage Content Marketing Efforts
(Top 5)
91%Analytics Tools
Email Marketing Technology
(email-focused)
Webinar/Online
Presentation Platforms
Content Management System
Marketing Automation Software
(automation-focused) 75%
71%
66%
61%
Othertechnologiesused:VideoTools/
Platforms(30%);ContentCollaboration/
WorkflowSoftware(27%);Content
Planning/CreationSoftware(14%);Content
Promotion/DistributionSoftware(13%);
DigitalAssetManagement(DAM)System/
FileStorage(11%);ContentOptimization
Software(11%);andOther(9%).
Base: Technology content marketers.
Aided list; multiple responses permitted.
AVERAGE NUMBER USED:
Most Successful.................5
All Respondents................5
Least Successful................4
CONTENT MARKETING STRATEGY & TECHNOLOGIES
19
CONTENTCREATION
&DISTRIBUTION
TECHNOLOGY CONTENT MARKETING
Compared with last year, there was a notable a) decrease in the
percentage of respondents that always/frequently craft content
based on specific points of the buyer’s journey (60% last year vs. 50%
this year), and b) increase in the percentage that always/frequently prioritize providing
the right content to the right person at the right time (49% last year vs. 63% this year).
When asked how well content-creation projects flow within their organizations, 38% of
respondents rated the flow as excellent/very good; 34% rated it as good; and 28% rated it
as fair/poor.
Among the content types, distribution formats, and social media platforms that
respondents use, they rated ebooks/white papers, email, and LinkedIn as most effective in
helping their organizations achieve specific objectives.
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CONTENT CREATION & DISTRIBUTION
2018 Technology 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: Technology content marketers; aided list.
How Often Technology Marketers Consider
Various Concepts While Creating Content
92%
74%
69%
68%
63%
59%
58%
50% 33% 17%
28% 14%
26% 15%
27% 10%
24% 8%
18%
25% 6%
8%
7% 1%
Ensure that our content is
fact-based and/or credible
Consider how our content impacts the overall
experience a person has with our organization
Prioritize delivering content quality
over content quantity
Focus on creating content for our
audience versus our brand
Differentiate our content from
our competition’s content
Prioritize providing the right content to
the right person at the right time
Deliver content consistently
(e.g., on a defined, regularly scheduled basis)
Craft content based on specific
points of the buyer’s journey
■ Always/Frequently ■ Sometimes ■ Rarely/Never
21
USAGE & TEAM ORGANIZATION
2018 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
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CONTENT CREATION & DISTRIBUTION
2018 Technology 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: Technology content marketers; aided list.
How Technology Marketers Rate Project Management Flow
During the Content Creation Process
EXCELLENT VERYGOOD GOOD FAIR POOR
8% 4%30% 34% 24%
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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2018 Technology Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
CONTENT CREATION & DISTRIBUTION
Which types of content does your organization
use for content marketing purposes?
Base: Technology content marketers. Aided list; multiple responses permitted.
Other types of content used:
ResearchReports(47%);Interactive
Tools (e.g., quizzes, assessments,
calculators) (45%); Videos (live-
streaming) (24%); Podcasts (20%);
Mobile Apps (9%); Virtual Reality/
Augmented Reality (VR/AR)
Experiences (5%); Film/TV (e.g.,
documentaries, short films) (4%);
and Other (14%).
Content Types Technology Marketers Use
for Content Marketing Purposes
(Top 6)
96%Social Media Posts – excluding videos (e.g., tweets, pins)
Case Studies
Ebooks/White Papers
Videos (pre-produced)
Infographics
Illustrations/Photos
87%
85%
83%
75%
52%
AVERAGE NUMBER USED:
Most Successful.................. 8
All Respondents................. 7
Least Successful................. 5
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CONTENT CREATION & DISTRIBUTION
2018 Technology Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Of the content marketing types you use, which three
are the most effective at helping your organization
achieve specific objectives?
Base: Technology content marketers who use the types listed. Maximum of
three responses permitted. Results shown based on response frequencies.
Top 3 Most Effective Content Types Technology Marketers Use
for Content Marketing Purposes
ALL RESPONDENTS
MOST SUCCESSFUL
Ebooks/White Papers
Case Studies
Videos (pre-produced)
Ebooks/White Papers
Case Studies
Research Reports
63%
75%
LEAST SUCCESSFUL
Case Studies
Ebooks/White Papers
Videos (pre-produced)
54%
44%
32%
59%
31%
61%
33%
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CONTENT CREATION & DISTRIBUTION
2018 Technology Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Base: Technology content marketers. Aided list; multiple responses permitted.
Which formats does your organization use to distribute
content for content marketing purposes?
Other formats used:
SeparateContentHubs(e.g.,
microsites,resourcecenters)
(33%);OnlinePresentations
(28%);DigitalMagazines(23%);
Print(otherthanmagazines)
(19%);PrintMagazines(19%);
andOther(3%).
Formats Technology Marketers Use to Distribute
Content for Content Marketing Purposes
(Top 5)
98%
In-Person Events
Webinars/Webcasts/Virtual Events
Blogs
Social Media Platforms (e.g., LinkedIn, Twitter)
Email (e.g., newsletters, welcome emails)
91%
89%
61%
76%
AVERAGE NUMBER USED:
Most Successful.................. 6
All Respondents................. 5
Least Successful................. 5
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25
CONTENT CREATION & DISTRIBUTION
2018 Technology Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Of the formats you use to distribute content, which
three are the most effective at helping your organization
achieve specific objectives?
Base: Technology content marketers who use the formats listed. Maximum of
three responses permitted. Results shown based on response frequencies.
Top 3 Most Effective Formats Technology Marketers Use to
Distribute Content for Content Marketing Purposes
ALL RESPONDENTS
MOST SUCCESSFUL
Email (e.g., newsletters, welcome emails)
Webinars/Webcasts/Virtual Events
Blogs
Email (e.g., newsletters, welcome emails)
Blogs
Webinars/Webcasts/Virtual Events
79%
81%
LEAST SUCCESSFUL
Email (e.g., newsletters, welcome emails)
Webinars/Webcasts/Virtual Events
Blogs
66%
44%
38%
66%
52%
53%
51%
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CONTENT CREATION & DISTRIBUTION
2018 Technology 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: Technology content marketers who use social media platforms to distribute content.
Aided list; multiple responses permitted.
Social Media Platforms Technology Marketers
Use for Content Marketing Purposes
(Top 7)
97%
YouTube
Google+
Instagram
Twitter
LinkedIn
Facebook
94%
89%
29%
27%
SlideShare 27%
69%
Other social media
platforms used:
Pinterest(13%);Medium(9%);
Snapchat(3%);andOther(4%).
AVERAGE NUMBER USED:
Most Successful.................. 5
All Respondents................. 5
Least Successful................. 4
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CONTENT CREATION & DISTRIBUTION
2018 Technology Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Of the social media platforms you use, which three
are the most effective at helping your organization
achieve specific objectives?
Base: Technology content marketers who use the social media platforms listed.
Maximum of three responses permitted. Results shown based on response
Top 3 Most Effective Social Media Platforms Technology Marketers
Use for Content Marketing Purposes
ALL RESPONDENTS
MOST SUCCESSFUL
LinkedIn
Twitter
Facebook
LinkedIn
Twitter
Facebook
80%
81%
LEAST SUCCESSFUL
83%
40%
34%
76%
44%
62%
37%
LinkedIn
Twitter
Facebook
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CONTENT CREATION & DISTRIBUTION
2018 Technology Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Which types of email does your organization use
as part of its content marketing efforts?
Base: Technology content marketers who use email to distribute content for content
marketing purposes. Aided list; multiple responses permitted.
75%
74%
64%
57%
53%
47%
Types of Email Technology Marketers
Use for Content Marketing Purposes
(Top 6)
Automated Confirmation Emails
(e.g., a welcome email)
Monthly Newsletters
Promotional Emails
Lead Nurturing
Event Emails
Drip Campaigns (e.g., welcome series)
Other types of email used:
Partnership Emails (26%); Ad Hoc
Newsletters (i.e., no set schedule)
(25%); Bi-weekly Newsletters
(every other week) (16%);
Weekly Newsletters (10%); Daily
Newsletters (2%); and Other (8%).
AVERAGE NUMBER USED:
Most Successful.................. 5
All Respondents................. 5
Least Successful................. 4
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GOALS&METRICS
TECHNOLOGY CONTENT MARKETING
Nearly half of respondents (48%) said their organization does
an excellent, very good, or good job in terms of aligning metrics
with content marketing goals; however, another 38% rated their organization
as doing a fair or poor job.
Respondents who do not measure content marketing ROI (39%) cited the top
reason as “we need an easier way to do this” (41%).
Nearly 80% of respondents reported they can demonstrate, with metrics, how
content marketing has increased audience engagement and number of leads.
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GOALS & METRICS
2018 Technology 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: Technology content marketers; aided list.
How Technology Marketers Rate Alignment of
Their Metrics and Content Marketing Goals
EXCELLENT VERYGOOD GOOD FAIR POOR
4% 11%17% 27% 27%
TOOSOONTOTELL DON’TUSE CONTENT
MARKETINGMETRICS
UNSURE
3%8% 3%
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GOALS & METRICS
2018 Technology Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Does your organization measure the return on
investment (ROI) of its content marketing efforts?
39%
43%
18%
Percentage of Technology Marketers Who
Measure Content Marketing ROI
Unsure
No
Yes
Base: Technology content marketers; aided list.
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GOALS & METRICS
2018 Technology 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: Technology content marketers whose organizations do not measure
content marketing ROI. Aided list; multiple responses permitted.
41%
36%
31%
20%
27%
1%
Why Technology Marketers Don’t
Measure Content Marketing ROI
We need an easier way to do this
No formal justification required
We don’t know how to do this
Too time-consuming
Other
Unsure
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GOALS & METRICS
2018 Technology 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: Technology content marketers who use metrics to determine
content marketing results. Aided list.
Technology Marketers’ Metrics Agreement Statements
76% 15% 9%
77% 14% 9%
60% 23% 17%
31% 34% 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
TECHNOLOGY CONTENT MARKETING
Technology marketers reported they spend 24%, on average,
of their total budget on content marketing; those whose
organizations are “extremely” committed to content marketing
spend the most (35% on average).
42% of total respondents reported they expect their organization’s content
marketing budget to increase in the next 12 months.
More than half of respondents (54%) whose organizations are in the first
steps/young phase of content marketing maturity said they plan to increase
their content marketing budget in the next 12 months.
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35
BUDGETS & SPENDING
2018 Technology 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: Technology content marketers; aided list.
Percentage of Total Marketing Budget Spent
on Technology Content Marketing
0% 1%
8%
12%
24%
20%
34%
1%
100% 75-99% 50-74% 25-49% 10-24% 1-9% 0% Unsure
AVERAGE SPENT:
Most Successful.............30%
All Respondents............24%
Least Successful............17%
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BUDGETS & SPENDING
2018 Technology 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: Technology content marketers; aided list.
42%
3%
13%
42%
Technology Content Marketing Spending
(Over Next 12 Months)
Increase
Remain
the Same
Decrease
Unsure
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37
METHODOLOGY/DEMOGRAPHICS
2018 Technology Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Technology Content Marketing: 2018 Benchmarks, Budgets, and Trends—North America was produced by Content Marketing Institute and sponsored by IDG Communications, Inc.
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 274 respondents who indicated they work in for-profit technology organizations in North America (90% B2B; 8% B2B+B2C; and 2% B2C).
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 technology 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 Technology Company
(by Employees)
Technology Organization 2016
Total Annual Revenue
Technology Job
Title/Function
3%
26%
41%
■ Small (10-99 Employees)
■ Micro(Fewerthan10Employees)
■ Midsize (100-999 Employees)
■ Large (1,000+ Employees)
6%
5%
3%
■ Marketing/Advertising/
Communications/PR Management
■ Content Creation/Management
■ Marketing – Staff/Support
■ Corporate Management
(Owner/President, CEO, CMO)
■ General Management (GM, VP)
■ 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
30%
50%
25%
11%
17%
8%
3%
6%
16%20%
6%
24%
SPONSORED BY
38
ABOUT
Thanks to all the survey distribution partners and respondents who made this study 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 IDG Communications, Inc.
IDG Communications connects the world of tech buyers with insights, intent and engagement, and activates and engages the most
influential technology buyers. Our premium brands, including CIO®, Computerworld®, PCWorld® and Macworld®, engage the most powerful
audience of technology buyers providing essential guidance on the evolving technology landscape. We execute complex campaigns that fulfill
marketers’ global ambitions seamlessly with consistency that delivers results and wins awards. For complementary research on the content
consumption habits of enterprise tech buyers throughout the IT purchase process, including how that content is consumed, discussed, and
shared, and insights on lead nurture/sales follow-up strategies specific to tech marketing, visit www.idg.com.

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2018 Technology Content Marketing - Benchmarks, Budgets and Trends - North America

  • 1. SPONSORED BY TECHNOLOGY 2018 CONTENTMARKETINGBENCHMARKS, BUDGETS, AND TRENDS—NORTH AMERICA IDG Communications, Inc.
  • 2. Welcome This Year’s Technology Content Marketing Top Performers At-A-Glance Usage & Team Organization Commitment & Overall Success Content Marketing Strategy & Technologies Content Creation & Distribution Goals & Metrics Budgets & Spending Methodology & Demographics About SPONSORED BY 3 4 5 10 16 19 34 37 38 29 2 TABLE OF CONTENTS
  • 3. WELCOME 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. Yours in content, Lisa Murton Beets Research Director Content Marketing Institute 3 SPONSORED BY
  • 4. SPONSORED BY 4 COMPARISON CHART Most Successful All Respondents Least Successful Organization is extremely/very committed to content marketing 91% 67% 38% Organization’s content marketing is sophisticated/mature 80% 45% 4% Has a documented content marketing strategy 76% 43% 14% Measures content marketing ROI 59% 43% 26% Percentage of total marketing budget spent on content marketing (average) 30% 24% 17% Ratesprojectmanagementflowduringcontent-creationprocessasexcellent/verygood 69% 38% 14% Agrees that organization is focused on building audiences 95% 83% 60% Agrees that leadership team gives ample time to produce content marketing results 88% 66% 40% Agreesthatorganizationvaluescreativityandcraftincontentcreationandproduction 87% 73% 49% Agrees that organization is realistic about what content marketing can achieve 86% 63% 35% Always/frequently prioritize providing right content to right person at right time 78% 63% 40% Always/frequently craft content based on specific points of the buyer’s journey 67% 50% 24% This Year’s Technology Content Marketing Top Performers At-A-Glance 2018 Technology Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Chart term definitions: A top performer (aka “most successful”) is one who characterizes his or her organization’s overall content marketing approach as extremely or very successful. The “least successful” characterize their organization’s approach as minimally or not at all successful. Base: Technology content marketers.
  • 5. 5 USAGE & TEAM ORGANIZATION TECHNOLOGY CONTENT MARKETING 33% of respondents said their organization has a centralized content marketing group that works with multiple brands/product lines throughout the organization. Nearly half the respondents (45%) reported their organization is in the sophisticated/mature phase of content marketing. 67% of technology marketers surveyed outsource at least one content creation activity (e.g., writing, design, video production). SPONSORED BY
  • 6. SPONSORED BY 6 USAGE & TEAM ORGANIZATION 2018 Technology 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 Technology respondents. 96% Yes 4% No Percentage of Technology Respondents Who Use Content Marketing
  • 7. SPONSORED BY 7 USAGE & TEAM ORGANIZATION 2018 Technology Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs How would you describe your organization’s content marketing maturity level? How Technology Marketers Assess Their Organization’s Content Marketing Maturity Level SOPHISTICATED MATURE ADOLESCENT YOUNG FIRST STEPS 10% 35% 26% 24% 5%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: Technology content marketers; aided list.
  • 8. SPONSORED BY 8 USAGE & TEAM ORGANIZATION 2018 Technology Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs How is content marketing structured within your organization? Technology Content Marketing Organizational Structure 33% 5% 17% 43% 2% 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: Technology content marketers; aided list.
  • 9. 9 USAGE & TEAM ORGANIZATION 2018 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs SPONSORED BY What content marketing activities does your organization outsource? Content Marketing Activities Technology Marketers Outsource 56% 28% 10% 8% 7% 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 33% Note: Approximately two out of three (67%) of respondents outsource at least one of the content marketing activities listed. Base: Technology content marketers. Aided list; multiple responses permitted.
  • 10. 10 COMMITMENT & OVERALL SUCCESS TECHNOLOGY CONTENT MARKETING Like last year, nearly 70% of technology marketers indicated their organization is extremely/very committed to content marketing. 31% of respondents said their organization’s overall content marketing approach is extremely/very successful, compared with 24% last year. The percentage of technology marketers that agreed their leadership team gives them ample time to produce content marketing results increased from 51% last year to 66% this year. SPONSORED BY
  • 11. SPONSORED BY 11 COMMITMENT & OVERALL SUCCESS 2018 Technology Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs How would you describe your organization’s commitment level to content marketing? Base: Technology content marketers; aided list. 28% 4% 1% 47% 20% Technology Organizations’ Commitment to Content Marketing Extremely Committed Very Committed Somewhat Committed Not Very Committed Not At All Committed
  • 12. SPONSORED BY 12 2018 Technology 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: Technology content marketers; aided list. Note: The survey defined success as achieving your organization’s desired/ targeted results. This report defines the Top 2 respondents (extremely/very) as “most successful” or “top performers,” and the Bottom 2 (minimally/not at all) as “least successful.” 50% 17%2% 28% 3% How Technology 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 Technology 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: Technology content marketers; aided list. How Technology Marketers Rate Their Organization’s Content Marketing Success Compared With One Year Ago 21% 47% 21% 3% 1% 7% Much More Successful Somewhat More Successful About the Same as One Year Ago Somewhat Less Successful Much Less Successful Does Not Apply (program less than one year old)
  • 14. SPONSORED BY 14 2018 Technology Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs COMMITMENT & OVERALL SUCCESS To what factors do you attribute your organization’s increase in overall success with content marketing? Base:Technologycontentmarketerswhosaidtheirorganization’soverallcontentmarketing approachismuchmoreorsomewhatmoresuccessfulcomparedwithoneyearago. Other factors cited: Content Marketing Technologies/Tools (32%); We Have Given Our Efforts Time to Bear Fruit and Are Now Getting Results (30%); More Budget for Content Marketing (28%); Content Marketing Training/Education (15%); Changes in Our Target Audience(s) (7%); Assistance of Outside Expertise (5%); and Other (6%). Factors Contributing to Technology Marketers’ Increased Content Marketing Success Over the Last Year 78% 72% 55% 46% Content Creation (higher quality, more efficient) Strategy (development or adjustment) Content Distribution (better targeting, identification of what works) Content Marketing Has Become a Greater Priority Spending More Time on Content Marketing Management/HR (organizational changes, staffing, new content marketing roles) Content Measurement (growing in ability to show results) 47% 45% 43%
  • 15. SPONSORED BY 15 OPINIONS ABOUT CONTENT MARKETING 2018 Technology 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: Technology content marketers; aided list Technology Marketers’ Opinions About Content Marketing 83% 8% 9% 73% 11% 16% 66% 13% 21% 17% 19%18% 28% 63% 55% 48% 24% 28% 19% 31% 50% 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 TECHNOLOGY CONTENT MARKETING The percentage of respondents that reported their organization has a documented content marketing strategy is nearly the same as last year (43% vs. 42%). Respondents indicated their organizations use an average of five digital technologies specifically for managing content marketing efforts. The two types of technology with the highest reported use are analytics tools (91%) and marketing automation software (75%). CONTENT MARKETING STRATEGY & TECHNOLOGIES SPONSORED BY
  • 17. SPONSORED BY 17 CONTENT MARKETING STRATEGY & TECHNOLOGIES 2018 Technology Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Does your organization have a content marketing strategy? Base: Technology content marketers; aided list. 34% 4% 43% 19% Percentage of Technology 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 Technology 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 Technology Marketers Use to Manage Content Marketing Efforts (Top 5) 91%Analytics Tools Email Marketing Technology (email-focused) Webinar/Online Presentation Platforms Content Management System Marketing Automation Software (automation-focused) 75% 71% 66% 61% Othertechnologiesused:VideoTools/ Platforms(30%);ContentCollaboration/ WorkflowSoftware(27%);Content Planning/CreationSoftware(14%);Content Promotion/DistributionSoftware(13%); DigitalAssetManagement(DAM)System/ FileStorage(11%);ContentOptimization Software(11%);andOther(9%). Base: Technology content marketers. Aided list; multiple responses permitted. AVERAGE NUMBER USED: Most Successful.................5 All Respondents................5 Least Successful................4 CONTENT MARKETING STRATEGY & TECHNOLOGIES
  • 19. 19 CONTENTCREATION &DISTRIBUTION TECHNOLOGY CONTENT MARKETING Compared with last year, there was a notable a) decrease in the percentage of respondents that always/frequently craft content based on specific points of the buyer’s journey (60% last year vs. 50% this year), and b) increase in the percentage that always/frequently prioritize providing the right content to the right person at the right time (49% last year vs. 63% this year). When asked how well content-creation projects flow within their organizations, 38% of respondents rated the flow as excellent/very good; 34% rated it as good; and 28% rated it as fair/poor. Among the content types, distribution formats, and social media platforms that respondents use, they rated ebooks/white papers, email, and LinkedIn as most effective in helping their organizations achieve specific objectives. SPONSORED BY
  • 20. SPONSORED BY 20 CONTENT CREATION & DISTRIBUTION 2018 Technology 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: Technology content marketers; aided list. How Often Technology Marketers Consider Various Concepts While Creating Content 92% 74% 69% 68% 63% 59% 58% 50% 33% 17% 28% 14% 26% 15% 27% 10% 24% 8% 18% 25% 6% 8% 7% 1% Ensure that our content is fact-based and/or credible Consider how our content impacts the overall experience a person has with our organization Prioritize delivering content quality over content quantity Focus on creating content for our audience versus our brand Differentiate our content from our competition’s content Prioritize providing the right content to the right person at the right time Deliver content consistently (e.g., on a defined, regularly scheduled basis) Craft content based on specific points of the buyer’s journey ■ Always/Frequently ■ Sometimes ■ Rarely/Never
  • 21. 21 USAGE & TEAM ORGANIZATION 2018 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs SPONSORED BY 21 CONTENT CREATION & DISTRIBUTION 2018 Technology 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: Technology content marketers; aided list. How Technology Marketers Rate Project Management Flow During the Content Creation Process EXCELLENT VERYGOOD GOOD FAIR POOR 8% 4%30% 34% 24% 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 2018 Technology Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs CONTENT CREATION & DISTRIBUTION Which types of content does your organization use for content marketing purposes? Base: Technology content marketers. Aided list; multiple responses permitted. Other types of content used: ResearchReports(47%);Interactive Tools (e.g., quizzes, assessments, calculators) (45%); Videos (live- streaming) (24%); Podcasts (20%); Mobile Apps (9%); Virtual Reality/ Augmented Reality (VR/AR) Experiences (5%); Film/TV (e.g., documentaries, short films) (4%); and Other (14%). Content Types Technology Marketers Use for Content Marketing Purposes (Top 6) 96%Social Media Posts – excluding videos (e.g., tweets, pins) Case Studies Ebooks/White Papers Videos (pre-produced) Infographics Illustrations/Photos 87% 85% 83% 75% 52% AVERAGE NUMBER USED: Most Successful.................. 8 All Respondents................. 7 Least Successful................. 5
  • 23. SPONSORED BY 23 CONTENT CREATION & DISTRIBUTION 2018 Technology Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Of the content marketing types you use, which three are the most effective at helping your organization achieve specific objectives? Base: Technology content marketers who use the types listed. Maximum of three responses permitted. Results shown based on response frequencies. Top 3 Most Effective Content Types Technology Marketers Use for Content Marketing Purposes ALL RESPONDENTS MOST SUCCESSFUL Ebooks/White Papers Case Studies Videos (pre-produced) Ebooks/White Papers Case Studies Research Reports 63% 75% LEAST SUCCESSFUL Case Studies Ebooks/White Papers Videos (pre-produced) 54% 44% 32% 59% 31% 61% 33%
  • 24. SPONSORED BY 24 CONTENT CREATION & DISTRIBUTION 2018 Technology Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Base: Technology content marketers. Aided list; multiple responses permitted. Which formats does your organization use to distribute content for content marketing purposes? Other formats used: SeparateContentHubs(e.g., microsites,resourcecenters) (33%);OnlinePresentations (28%);DigitalMagazines(23%); Print(otherthanmagazines) (19%);PrintMagazines(19%); andOther(3%). Formats Technology Marketers Use to Distribute Content for Content Marketing Purposes (Top 5) 98% In-Person Events Webinars/Webcasts/Virtual Events Blogs Social Media Platforms (e.g., LinkedIn, Twitter) Email (e.g., newsletters, welcome emails) 91% 89% 61% 76% AVERAGE NUMBER USED: Most Successful.................. 6 All Respondents................. 5 Least Successful................. 5
  • 25. SPONSORED BY 25 CONTENT CREATION & DISTRIBUTION 2018 Technology Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Of the formats you use to distribute content, which three are the most effective at helping your organization achieve specific objectives? Base: Technology content marketers who use the formats listed. Maximum of three responses permitted. Results shown based on response frequencies. Top 3 Most Effective Formats Technology Marketers Use to Distribute Content for Content Marketing Purposes ALL RESPONDENTS MOST SUCCESSFUL Email (e.g., newsletters, welcome emails) Webinars/Webcasts/Virtual Events Blogs Email (e.g., newsletters, welcome emails) Blogs Webinars/Webcasts/Virtual Events 79% 81% LEAST SUCCESSFUL Email (e.g., newsletters, welcome emails) Webinars/Webcasts/Virtual Events Blogs 66% 44% 38% 66% 52% 53% 51%
  • 26. SPONSORED BY 26 CONTENT CREATION & DISTRIBUTION 2018 Technology 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: Technology content marketers who use social media platforms to distribute content. Aided list; multiple responses permitted. Social Media Platforms Technology Marketers Use for Content Marketing Purposes (Top 7) 97% YouTube Google+ Instagram Twitter LinkedIn Facebook 94% 89% 29% 27% SlideShare 27% 69% Other social media platforms used: Pinterest(13%);Medium(9%); Snapchat(3%);andOther(4%). AVERAGE NUMBER USED: Most Successful.................. 5 All Respondents................. 5 Least Successful................. 4
  • 27. SPONSORED BY 27 CONTENT CREATION & DISTRIBUTION 2018 Technology Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Of the social media platforms you use, which three are the most effective at helping your organization achieve specific objectives? Base: Technology content marketers who use the social media platforms listed. Maximum of three responses permitted. Results shown based on response Top 3 Most Effective Social Media Platforms Technology Marketers Use for Content Marketing Purposes ALL RESPONDENTS MOST SUCCESSFUL LinkedIn Twitter Facebook LinkedIn Twitter Facebook 80% 81% LEAST SUCCESSFUL 83% 40% 34% 76% 44% 62% 37% LinkedIn Twitter Facebook
  • 28. SPONSORED BY 28 CONTENT CREATION & DISTRIBUTION 2018 Technology Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Which types of email does your organization use as part of its content marketing efforts? Base: Technology content marketers who use email to distribute content for content marketing purposes. Aided list; multiple responses permitted. 75% 74% 64% 57% 53% 47% Types of Email Technology Marketers Use for Content Marketing Purposes (Top 6) Automated Confirmation Emails (e.g., a welcome email) Monthly Newsletters Promotional Emails Lead Nurturing Event Emails Drip Campaigns (e.g., welcome series) Other types of email used: Partnership Emails (26%); Ad Hoc Newsletters (i.e., no set schedule) (25%); Bi-weekly Newsletters (every other week) (16%); Weekly Newsletters (10%); Daily Newsletters (2%); and Other (8%). AVERAGE NUMBER USED: Most Successful.................. 5 All Respondents................. 5 Least Successful................. 4
  • 29. 29 GOALS&METRICS TECHNOLOGY CONTENT MARKETING Nearly half of respondents (48%) said their organization does an excellent, very good, or good job in terms of aligning metrics with content marketing goals; however, another 38% rated their organization as doing a fair or poor job. Respondents who do not measure content marketing ROI (39%) cited the top reason as “we need an easier way to do this” (41%). Nearly 80% of respondents reported they can demonstrate, with metrics, how content marketing has increased audience engagement and number of leads. SPONSORED BY
  • 30. SPONSORED BY 30 GOALS & METRICS 2018 Technology 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: Technology content marketers; aided list. How Technology Marketers Rate Alignment of Their Metrics and Content Marketing Goals EXCELLENT VERYGOOD GOOD FAIR POOR 4% 11%17% 27% 27% TOOSOONTOTELL DON’TUSE CONTENT MARKETINGMETRICS UNSURE 3%8% 3%
  • 31. SPONSORED BY 31 GOALS & METRICS 2018 Technology Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Does your organization measure the return on investment (ROI) of its content marketing efforts? 39% 43% 18% Percentage of Technology Marketers Who Measure Content Marketing ROI Unsure No Yes Base: Technology content marketers; aided list.
  • 32. SPONSORED BY 32 GOALS & METRICS 2018 Technology 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: Technology content marketers whose organizations do not measure content marketing ROI. Aided list; multiple responses permitted. 41% 36% 31% 20% 27% 1% Why Technology Marketers Don’t Measure Content Marketing ROI We need an easier way to do this No formal justification required We don’t know how to do this Too time-consuming Other Unsure
  • 33. SPONSORED BY 33 GOALS & METRICS 2018 Technology 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: Technology content marketers who use metrics to determine content marketing results. Aided list. Technology Marketers’ Metrics Agreement Statements 76% 15% 9% 77% 14% 9% 60% 23% 17% 31% 34% 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 TECHNOLOGY CONTENT MARKETING Technology marketers reported they spend 24%, on average, of their total budget on content marketing; those whose organizations are “extremely” committed to content marketing spend the most (35% on average). 42% of total respondents reported they expect their organization’s content marketing budget to increase in the next 12 months. More than half of respondents (54%) whose organizations are in the first steps/young phase of content marketing maturity said they plan to increase their content marketing budget in the next 12 months. SPONSORED BY
  • 35. SPONSORED BY 35 BUDGETS & SPENDING 2018 Technology 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: Technology content marketers; aided list. Percentage of Total Marketing Budget Spent on Technology Content Marketing 0% 1% 8% 12% 24% 20% 34% 1% 100% 75-99% 50-74% 25-49% 10-24% 1-9% 0% Unsure AVERAGE SPENT: Most Successful.............30% All Respondents............24% Least Successful............17%
  • 36. SPONSORED BY 36 BUDGETS & SPENDING 2018 Technology 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: Technology content marketers; aided list. 42% 3% 13% 42% Technology Content Marketing Spending (Over Next 12 Months) Increase Remain the Same Decrease Unsure
  • 37. SPONSORED BY 37 METHODOLOGY/DEMOGRAPHICS 2018 Technology Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Technology Content Marketing: 2018 Benchmarks, Budgets, and Trends—North America was produced by Content Marketing Institute and sponsored by IDG Communications, Inc. 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 274 respondents who indicated they work in for-profit technology organizations in North America (90% B2B; 8% B2B+B2C; and 2% B2C). 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 technology 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 Technology Company (by Employees) Technology Organization 2016 Total Annual Revenue Technology Job Title/Function 3% 26% 41% ■ Small (10-99 Employees) ■ Micro(Fewerthan10Employees) ■ Midsize (100-999 Employees) ■ Large (1,000+ Employees) 6% 5% 3% ■ Marketing/Advertising/ Communications/PR Management ■ Content Creation/Management ■ Marketing – Staff/Support ■ Corporate Management (Owner/President, CEO, CMO) ■ General Management (GM, VP) ■ 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 30% 50% 25% 11% 17% 8% 3% 6% 16%20% 6% 24%
  • 38. SPONSORED BY 38 ABOUT Thanks to all the survey distribution partners and respondents who made this study 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 IDG Communications, Inc. IDG Communications connects the world of tech buyers with insights, intent and engagement, and activates and engages the most influential technology buyers. Our premium brands, including CIO®, Computerworld®, PCWorld® and Macworld®, engage the most powerful audience of technology buyers providing essential guidance on the evolving technology landscape. We execute complex campaigns that fulfill marketers’ global ambitions seamlessly with consistency that delivers results and wins awards. For complementary research on the content consumption habits of enterprise tech buyers throughout the IT purchase process, including how that content is consumed, discussed, and shared, and insights on lead nurture/sales follow-up strategies specific to tech marketing, visit www.idg.com.