SlideShare a Scribd company logo
1 of 1
Download to read offline
Extremely Successful
Very Successful
Moderately Successful
Minimally Successful
Not At All Successful
58%
15%
21%
5%
1%
22%
14%
50%
11%
3%
Top-of-the -funnel
(generating awareness/ interest)
Mid-funnel (consideration / intent)
Late-stage (evaluation / purchase)
Post-sale (loyalty /brand advocacy)
Other areas
50%
23%
22%
5%
6+
4-5
2-3
1
Today, I want to talk to you about the top 2020 B2B marketing
trends in content marketing. I want to specially thank the
Content Marketing Institute, Marketing Profs and Sitecore for
putting together this report. I will be sharing the contents of the
survey and the report.
The organization’s overall level of content marketing success is cited
as moderately successful extremely successful. 84% of people of the
B2B marketers said that they're at least moderately successful.
What I really like to know is the secret of the top 5% who rated their
content marketing efforts as extremely successful.
Now, what helps in that a percentage of B2B marketers have a
documented content strategy. A documented content marketing
strategy is as 69% for the most successful in 2020. Contrast that with
2018 with only 62% of highly successfully B2B marketers having a
content marketing strategy. Going from 62 to 69% may not seem like
a lot, but that's a 10% increase over two years.
So it's great to see that more and more content marketers have a
content marketing strategy, whether it's in a Word document, a
Google document or something fancier. Out of all respondents, 41%
say they have a documented content marketing strategy in 2020.
Now what are some goals that content marketers have in the last 12
months? Here's some of their goals for content marketing rated in
order of most popular:
Now I think the first one should not just be brand awareness but to
generate demand and sales because that's part of the reason why
we're doing content marketing is to generate sales.
Now the percentage of total content that B2B marketers have
created in the last 12 months is 50% which goes to the top of the
funnel, which is generating awareness and interest. 22% goes to mid
funnel, which is when users are in the consideration. Late stage is at
14% where the audience is in the evaluation and purchase stage.
Now what would be good is if more content was written for the late
stage because that's where you're trying to convince your buyers to
say that you are the premium brand and they should buy from you.
Another interesting thing is that 11% of the content goes to
post-sales. Now that would be good to, to increase loyalty and
customer loyalty for your sales.
There a graphic on how to everything from building brand
awareness to converting leads. It lists the top three activities in each.
So to build brand awareness, 31% say blog posts and short articles
are the way to go. I'll just be sharing the top one from each category
to secure leads in person. Events are the best at 19% now to nurture
leads. Content marketers in general agree that email newsletters at
41% nurture leads the best. To convert leads, it goes between
in-person events at 25% and case studies at 23%.
Now what are the exact content types that B to B marketers have
used in the last 12 months? I'll just list the top five here. It's social
media content (95%), blog posts and short articles (89%), email
newsletters (81%) in person events (73%), and videos excluding live
streaming (71%) so a lot of B2B marketers are using the full gambit of
content types.
About 50% have roughly two to three buyer personas content
marketers are writing for. Roughly 23% have four to five personas
they're writing for. But I think that two to three personas is enough
for good content for B2B marketing.
How B2B Marketers Rate Their Organization's
Overall Level of Content Marketing Success
Percentage of B2B Marketers
With a Documented Content Marketing
Goals B2B Marketers Have Achieved by
Using Content Marketing Successfully in
Last 12 Months
Percentage of Total Content
B2B Marketers Created for Content Marketing
Purposes in Last 12 Months
Content Types 828 Marketers Used in Last 12
Months (Top 10)
Number of Different Audiences B2B Marketers
Create Content For
Goals of Content Marketing
Customer Journey
Content Types for B2B Marketing
Number of Buyer Personas
Documented Content Strategy
2020 B2B CONTENT
MARKETING TRENDS
AND BUDGETS
Base: B2B content marketers; aided list.
2020 B2B Content Marketing Benchmarks, North America: Content Marketing Institute/MarketingProfs
Base: B2B content marketers; aided list.
2020 B2B Content Marketing Benchmarks, North America: Content Marketing Institute/MarketingProfs
69%
2020 2019* 2018*
65%
39%
14%
62%
37%
16%
41%
16%
Most Successful All Respondants Least Successful
*As reported in the 2019 and 2018 versions of this report
CREATE
BRAND
AWARENESS
EDUCATE
THEIR
AUDIENCES
BUILD
CREDIBILITY
AND TRUST
GENERATE
DEMAND AND
LEADS
NURTURE
SUBSCRIBERS,
AUDIENCES
AND LEADS
*See 2019 B2B Content Marketing Benchmarks, Budgets and Trends - North America
Create brand awareness
All Respondants
86%
79%
75%
70%
68%
63%
52%
53%
45%
45%
0%
As Reported One
Year Ago*
81%
73%
68%
68%
58%
54%
49%
45%
43%
40%
1%
Educate audience(s)
Build credibility/trust
Generate demand/leads
Nurture subscribers/ audiences/leads
Build loyalty with existing clients/customers
Drive attendance to one or more in-person events
Generate sales/ revenue
Build a subscribed audience
Support the launch of a new product
None of the above
Base: B2B content marketers. Aided list; multiple responses permitted.
2020 B2B Content Marketing Benchmarks, North America: Content Marketing Institute/MarketingProfs
Base: B2B content marketers who answered the question. Percentages were required to equal 100%.
2020 B2B Content Marketing Benchmarks, North America: Content Marketing Institute/MarketingProfs
Base: B2B content marketers whose organization used more than one content type for
content marketing purposes in the last 12 months
2020 B2B Content Marketing Benchmarks, North America: Content Marketing Institute/MarketingProfs
TO BUILD
AWARENESS
Blog Posts/Short
Articles
Social Media Content
(e.g., tweet , stories)
In-Person Events
(31%)
(25%)
(8%)
TO SECURE
LEADS
In-Person Events
Webinars / Online
Events
Ebooks/ Guides
(19%)
(25%)
(8%)
TO NURTURE
LEADS
Email Newsletters
Blog Posts/Short
Articles
Case Studies
In-Person Events &
(31%)
(13%)
(tied at 9%)
TO CONVERT
LEADS
In-Person Events
Case Studies
Events
Webinars/ Online
(25%)
(23%)
(11%)
Social Media Content (e.g., tweets, stories)
Blog Posts/ Short Articles
Email Newsletters
In-Person Events
Videos (excluding livestreaming)
Case Studies
Infographics/ Charts/ Photos/ Data Viz
Webinars/Online Events
White Papers
Ebooks/Guides
95%
89%
81%
73%
69%
67%
57%
55%
51%
0 100
71%
Other content types used in last 12 months:
Long-Form Text (e.g., articles 3,000+ words)
(380%); Research Reports (34%); Print Magazines
(24%); Podcasts (21%); Livestreaming Content
(1O%); Print Books (9%); and Other (12%).
Base: B2B content marketers; aided list.
2020 B2B Content Marketing Benchmarks, North America: Content Marketing Institute/MarketingProfs

More Related Content

What's hot

Survival Guide: How to Navigate the Wilds of Social Media for Content Marketing
Survival Guide: How to Navigate the Wilds of Social Media for Content MarketingSurvival Guide: How to Navigate the Wilds of Social Media for Content Marketing
Survival Guide: How to Navigate the Wilds of Social Media for Content MarketingContent Marketing Institute
 
B2B Content Marketing 2019: Benchmarks, Budgets, and Trends—North America
B2B Content Marketing 2019: Benchmarks, Budgets, and Trends—North America B2B Content Marketing 2019: Benchmarks, Budgets, and Trends—North America
B2B Content Marketing 2019: Benchmarks, Budgets, and Trends—North America Content Marketing Institute
 
B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends—North America
B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends—North AmericaB2B Content Marketing: 2013 Benchmarks, Budgets, and Trends—North America
B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends—North AmericaMarketingProfs
 
B2C Content Marketing 2019 - Benchmarks, Budgets, and Trends
B2C Content Marketing 2019 - Benchmarks, Budgets, and TrendsB2C Content Marketing 2019 - Benchmarks, Budgets, and Trends
B2C Content Marketing 2019 - Benchmarks, Budgets, and TrendsContent Marketing Institute
 
B2C Content Marketing: 2013 Benchmarks, Budgets, and Trends—North America
B2C Content Marketing: 2013 Benchmarks, Budgets, and Trends—North AmericaB2C Content Marketing: 2013 Benchmarks, Budgets, and Trends—North America
B2C Content Marketing: 2013 Benchmarks, Budgets, and Trends—North AmericaContent Marketing Institute
 
Flash sales report
Flash sales reportFlash sales report
Flash sales reportNandini
 
B2B Marketing Trends for 2019 | Konstruct Digital
B2B Marketing Trends for 2019 | Konstruct DigitalB2B Marketing Trends for 2019 | Konstruct Digital
B2B Marketing Trends for 2019 | Konstruct DigitalAmanda Thomas
 
B2B Content Marketing Report
B2B Content Marketing ReportB2B Content Marketing Report
B2B Content Marketing ReportHolger Schulze
 
Deliver Peak Experiences with Interactive Content
Deliver Peak Experiences with Interactive ContentDeliver Peak Experiences with Interactive Content
Deliver Peak Experiences with Interactive ContentContent Marketing Institute
 
How to Build an Effective B2B Content Marketing Strategy
How to Build an Effective B2B Content Marketing StrategyHow to Build an Effective B2B Content Marketing Strategy
How to Build an Effective B2B Content Marketing StrategyDemandWave
 
B2C Content Marketing: 2013 Benchmarks, Budgets, and Trends—North America
B2C Content Marketing: 2013 Benchmarks, Budgets, and Trends—North AmericaB2C Content Marketing: 2013 Benchmarks, Budgets, and Trends—North America
B2C Content Marketing: 2013 Benchmarks, Budgets, and Trends—North AmericaMarketingProfs
 
2015 B2B Content Marketing Benchmarks, Budgets and Trends - North America by ...
2015 B2B Content Marketing Benchmarks, Budgets and Trends - North America by ...2015 B2B Content Marketing Benchmarks, Budgets and Trends - North America by ...
2015 B2B Content Marketing Benchmarks, Budgets and Trends - North America by ...Content Marketing Institute
 
An Integrated Marketing Blueprint to Grow Sales & ROI in 2014
An Integrated Marketing Blueprint to Grow Sales & ROI in 2014An Integrated Marketing Blueprint to Grow Sales & ROI in 2014
An Integrated Marketing Blueprint to Grow Sales & ROI in 2014greatdeformity428
 
milwaukee-b2b-content-marketing-survey-report
milwaukee-b2b-content-marketing-survey-reportmilwaukee-b2b-content-marketing-survey-report
milwaukee-b2b-content-marketing-survey-reportChuck Frey
 
B2B Lead Generation—Using Content to Acquire New Customers
B2B Lead Generation—Using Content to Acquire New CustomersB2B Lead Generation—Using Content to Acquire New Customers
B2B Lead Generation—Using Content to Acquire New CustomerseMarketer
 
12th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...
12th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...12th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...
12th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...Content Marketing Institute
 
B2B Lead Generation - the content that will work for you
B2B Lead Generation - the content that will work for youB2B Lead Generation - the content that will work for you
B2B Lead Generation - the content that will work for youB2B Marketing
 
2018 B2C Content Marketing Benchmarks, Budgets, and Trends - North America
2018 B2C Content Marketing Benchmarks, Budgets, and Trends - North America2018 B2C Content Marketing Benchmarks, Budgets, and Trends - North America
2018 B2C Content Marketing Benchmarks, Budgets, and Trends - North AmericaContent Marketing Institute
 
Email Marketing For eCommerce
Email Marketing For eCommerceEmail Marketing For eCommerce
Email Marketing For eCommerceInfoClutch
 
2015 State of B2B Marketing
2015 State of B2B Marketing2015 State of B2B Marketing
2015 State of B2B MarketingMathew Sweezey
 

What's hot (20)

Survival Guide: How to Navigate the Wilds of Social Media for Content Marketing
Survival Guide: How to Navigate the Wilds of Social Media for Content MarketingSurvival Guide: How to Navigate the Wilds of Social Media for Content Marketing
Survival Guide: How to Navigate the Wilds of Social Media for Content Marketing
 
B2B Content Marketing 2019: Benchmarks, Budgets, and Trends—North America
B2B Content Marketing 2019: Benchmarks, Budgets, and Trends—North America B2B Content Marketing 2019: Benchmarks, Budgets, and Trends—North America
B2B Content Marketing 2019: Benchmarks, Budgets, and Trends—North America
 
B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends—North America
B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends—North AmericaB2B Content Marketing: 2013 Benchmarks, Budgets, and Trends—North America
B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends—North America
 
B2C Content Marketing 2019 - Benchmarks, Budgets, and Trends
B2C Content Marketing 2019 - Benchmarks, Budgets, and TrendsB2C Content Marketing 2019 - Benchmarks, Budgets, and Trends
B2C Content Marketing 2019 - Benchmarks, Budgets, and Trends
 
B2C Content Marketing: 2013 Benchmarks, Budgets, and Trends—North America
B2C Content Marketing: 2013 Benchmarks, Budgets, and Trends—North AmericaB2C Content Marketing: 2013 Benchmarks, Budgets, and Trends—North America
B2C Content Marketing: 2013 Benchmarks, Budgets, and Trends—North America
 
Flash sales report
Flash sales reportFlash sales report
Flash sales report
 
B2B Marketing Trends for 2019 | Konstruct Digital
B2B Marketing Trends for 2019 | Konstruct DigitalB2B Marketing Trends for 2019 | Konstruct Digital
B2B Marketing Trends for 2019 | Konstruct Digital
 
B2B Content Marketing Report
B2B Content Marketing ReportB2B Content Marketing Report
B2B Content Marketing Report
 
Deliver Peak Experiences with Interactive Content
Deliver Peak Experiences with Interactive ContentDeliver Peak Experiences with Interactive Content
Deliver Peak Experiences with Interactive Content
 
How to Build an Effective B2B Content Marketing Strategy
How to Build an Effective B2B Content Marketing StrategyHow to Build an Effective B2B Content Marketing Strategy
How to Build an Effective B2B Content Marketing Strategy
 
B2C Content Marketing: 2013 Benchmarks, Budgets, and Trends—North America
B2C Content Marketing: 2013 Benchmarks, Budgets, and Trends—North AmericaB2C Content Marketing: 2013 Benchmarks, Budgets, and Trends—North America
B2C Content Marketing: 2013 Benchmarks, Budgets, and Trends—North America
 
2015 B2B Content Marketing Benchmarks, Budgets and Trends - North America by ...
2015 B2B Content Marketing Benchmarks, Budgets and Trends - North America by ...2015 B2B Content Marketing Benchmarks, Budgets and Trends - North America by ...
2015 B2B Content Marketing Benchmarks, Budgets and Trends - North America by ...
 
An Integrated Marketing Blueprint to Grow Sales & ROI in 2014
An Integrated Marketing Blueprint to Grow Sales & ROI in 2014An Integrated Marketing Blueprint to Grow Sales & ROI in 2014
An Integrated Marketing Blueprint to Grow Sales & ROI in 2014
 
milwaukee-b2b-content-marketing-survey-report
milwaukee-b2b-content-marketing-survey-reportmilwaukee-b2b-content-marketing-survey-report
milwaukee-b2b-content-marketing-survey-report
 
B2B Lead Generation—Using Content to Acquire New Customers
B2B Lead Generation—Using Content to Acquire New CustomersB2B Lead Generation—Using Content to Acquire New Customers
B2B Lead Generation—Using Content to Acquire New Customers
 
12th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...
12th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...12th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...
12th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...
 
B2B Lead Generation - the content that will work for you
B2B Lead Generation - the content that will work for youB2B Lead Generation - the content that will work for you
B2B Lead Generation - the content that will work for you
 
2018 B2C Content Marketing Benchmarks, Budgets, and Trends - North America
2018 B2C Content Marketing Benchmarks, Budgets, and Trends - North America2018 B2C Content Marketing Benchmarks, Budgets, and Trends - North America
2018 B2C Content Marketing Benchmarks, Budgets, and Trends - North America
 
Email Marketing For eCommerce
Email Marketing For eCommerceEmail Marketing For eCommerce
Email Marketing For eCommerce
 
2015 State of B2B Marketing
2015 State of B2B Marketing2015 State of B2B Marketing
2015 State of B2B Marketing
 

Similar to 2020 B2B Content Marketing Trends, Goals, Budgets and Content Types

2020 B2B Content Marketing Benchmarks, Budgets & Trends - North America
2020 B2B Content Marketing Benchmarks, Budgets & Trends - North America2020 B2B Content Marketing Benchmarks, Budgets & Trends - North America
2020 B2B Content Marketing Benchmarks, Budgets & Trends - North AmericaMarketingProfs
 
2020 B2B Content Marketing Trends and Budgets
2020 B2B Content Marketing Trends and Budgets2020 B2B Content Marketing Trends and Budgets
2020 B2B Content Marketing Trends and BudgetsTheia Marketing
 
The 2017 State of B2B Digital Marketing Report
The 2017 State of B2B Digital Marketing ReportThe 2017 State of B2B Digital Marketing Report
The 2017 State of B2B Digital Marketing ReportDemandWave
 
B2C Search Criteria 2015
B2C Search Criteria 2015B2C Search Criteria 2015
B2C Search Criteria 2015blazedream
 
B2B Content Marketing Research: Focus on Documenting Your Strategy
 B2B Content Marketing Research: Focus on Documenting Your Strategy B2B Content Marketing Research: Focus on Documenting Your Strategy
B2B Content Marketing Research: Focus on Documenting Your StrategyMadalina Balaban
 
2015 b2b content marketing benchmark
2015 b2b content marketing benchmark 2015 b2b content marketing benchmark
2015 b2b content marketing benchmark Rick VARGAS
 
2020 B2C Content Marketing Benchmarks, Budgets & Trends
2020 B2C Content Marketing Benchmarks, Budgets & Trends2020 B2C Content Marketing Benchmarks, Budgets & Trends
2020 B2C Content Marketing Benchmarks, Budgets & TrendsMarketingProfs
 
2015 B2B Content Marketing Benchmarks, Budgets, and Trends for North America
2015 B2B Content Marketing Benchmarks, Budgets, and Trends for North America2015 B2B Content Marketing Benchmarks, Budgets, and Trends for North America
2015 B2B Content Marketing Benchmarks, Budgets, and Trends for North AmericaMarketingProfs
 
2019 B2B Content Marketing Benchmarks, Budgets & Trends - North America
2019 B2B Content Marketing Benchmarks, Budgets & Trends - North America2019 B2B Content Marketing Benchmarks, Budgets & Trends - North America
2019 B2B Content Marketing Benchmarks, Budgets & Trends - North AmericaMarketingProfs
 
ScribbleLive Story
ScribbleLive StoryScribbleLive Story
ScribbleLive StoryScribbleLive
 
Accelerating the Buyer's Journey: Reveal Intent With Content at the Point of ...
Accelerating the Buyer's Journey: Reveal Intent With Content at the Point of ...Accelerating the Buyer's Journey: Reveal Intent With Content at the Point of ...
Accelerating the Buyer's Journey: Reveal Intent With Content at the Point of ...Influence and Co.
 
Marketing investigation HubSpot Inbound Marketing
Marketing investigation HubSpot Inbound MarketingMarketing investigation HubSpot Inbound Marketing
Marketing investigation HubSpot Inbound MarketingAlex23544
 
The B2B Marketing Advent Calendar 2014
The B2B Marketing Advent Calendar 2014The B2B Marketing Advent Calendar 2014
The B2B Marketing Advent Calendar 2014Tomorrow People
 
Case study b2b lead generation then & now
Case study b2b lead generation then & nowCase study b2b lead generation then & now
Case study b2b lead generation then & nowDSIM
 
B2C Content Marketing 2018 - Benchmarks, Budgets & Trends - North America
B2C Content Marketing 2018 - Benchmarks, Budgets & Trends - North America B2C Content Marketing 2018 - Benchmarks, Budgets & Trends - North America
B2C Content Marketing 2018 - Benchmarks, Budgets & Trends - North America MarketingProfs
 
Slack's 11 B2B Marketing Predictions & Trends for 2015
Slack's 11 B2B Marketing Predictions & Trends for 2015 Slack's 11 B2B Marketing Predictions & Trends for 2015
Slack's 11 B2B Marketing Predictions & Trends for 2015 Slack and Company
 

Similar to 2020 B2B Content Marketing Trends, Goals, Budgets and Content Types (20)

2020 B2B Content Marketing Benchmarks, Budgets & Trends - North America
2020 B2B Content Marketing Benchmarks, Budgets & Trends - North America2020 B2B Content Marketing Benchmarks, Budgets & Trends - North America
2020 B2B Content Marketing Benchmarks, Budgets & Trends - North America
 
2020 B2B Content Marketing Trends and Budgets
2020 B2B Content Marketing Trends and Budgets2020 B2B Content Marketing Trends and Budgets
2020 B2B Content Marketing Trends and Budgets
 
The 2017 State of B2B Digital Marketing Report
The 2017 State of B2B Digital Marketing ReportThe 2017 State of B2B Digital Marketing Report
The 2017 State of B2B Digital Marketing Report
 
B2C Search Criteria 2015
B2C Search Criteria 2015B2C Search Criteria 2015
B2C Search Criteria 2015
 
2015 b2 c_research
2015 b2 c_research2015 b2 c_research
2015 b2 c_research
 
2015 b2 c_research
2015 b2 c_research2015 b2 c_research
2015 b2 c_research
 
B2B Content Marketing Research: Focus on Documenting Your Strategy
 B2B Content Marketing Research: Focus on Documenting Your Strategy B2B Content Marketing Research: Focus on Documenting Your Strategy
B2B Content Marketing Research: Focus on Documenting Your Strategy
 
2015 b2b content marketing benchmark
2015 b2b content marketing benchmark 2015 b2b content marketing benchmark
2015 b2b content marketing benchmark
 
2020 B2C Content Marketing Benchmarks, Budgets & Trends
2020 B2C Content Marketing Benchmarks, Budgets & Trends2020 B2C Content Marketing Benchmarks, Budgets & Trends
2020 B2C Content Marketing Benchmarks, Budgets & Trends
 
2015 B2B Content Marketing Benchmarks, Budgets, and Trends for North America
2015 B2B Content Marketing Benchmarks, Budgets, and Trends for North America2015 B2B Content Marketing Benchmarks, Budgets, and Trends for North America
2015 B2B Content Marketing Benchmarks, Budgets, and Trends for North America
 
Albee -B2B lead generation
Albee -B2B lead generationAlbee -B2B lead generation
Albee -B2B lead generation
 
2019 B2B Content Marketing Benchmarks, Budgets & Trends - North America
2019 B2B Content Marketing Benchmarks, Budgets & Trends - North America2019 B2B Content Marketing Benchmarks, Budgets & Trends - North America
2019 B2B Content Marketing Benchmarks, Budgets & Trends - North America
 
Nb presentation 1
Nb presentation 1Nb presentation 1
Nb presentation 1
 
ScribbleLive Story
ScribbleLive StoryScribbleLive Story
ScribbleLive Story
 
Accelerating the Buyer's Journey: Reveal Intent With Content at the Point of ...
Accelerating the Buyer's Journey: Reveal Intent With Content at the Point of ...Accelerating the Buyer's Journey: Reveal Intent With Content at the Point of ...
Accelerating the Buyer's Journey: Reveal Intent With Content at the Point of ...
 
Marketing investigation HubSpot Inbound Marketing
Marketing investigation HubSpot Inbound MarketingMarketing investigation HubSpot Inbound Marketing
Marketing investigation HubSpot Inbound Marketing
 
The B2B Marketing Advent Calendar 2014
The B2B Marketing Advent Calendar 2014The B2B Marketing Advent Calendar 2014
The B2B Marketing Advent Calendar 2014
 
Case study b2b lead generation then & now
Case study b2b lead generation then & nowCase study b2b lead generation then & now
Case study b2b lead generation then & now
 
B2C Content Marketing 2018 - Benchmarks, Budgets & Trends - North America
B2C Content Marketing 2018 - Benchmarks, Budgets & Trends - North America B2C Content Marketing 2018 - Benchmarks, Budgets & Trends - North America
B2C Content Marketing 2018 - Benchmarks, Budgets & Trends - North America
 
Slack's 11 B2B Marketing Predictions & Trends for 2015
Slack's 11 B2B Marketing Predictions & Trends for 2015 Slack's 11 B2B Marketing Predictions & Trends for 2015
Slack's 11 B2B Marketing Predictions & Trends for 2015
 

Recently uploaded

The 10 Most Influential CMO's Leading the Way of Success, 2024 (Final file) (...
The 10 Most Influential CMO's Leading the Way of Success, 2024 (Final file) (...The 10 Most Influential CMO's Leading the Way of Success, 2024 (Final file) (...
The 10 Most Influential CMO's Leading the Way of Success, 2024 (Final file) (...CIO Business World
 
From Chance to Choice - Tactical Link Building for International SEO
From Chance to Choice - Tactical Link Building for International SEOFrom Chance to Choice - Tactical Link Building for International SEO
From Chance to Choice - Tactical Link Building for International SEOSzymon Słowik
 
A Comprehensive Guide to Technical SEO | Banyanbrain
A Comprehensive Guide to Technical SEO | BanyanbrainA Comprehensive Guide to Technical SEO | Banyanbrain
A Comprehensive Guide to Technical SEO | BanyanbrainBanyanbrain
 
Exploring Web 3.0 Growth marketing: Navigating the Future of the Internet
Exploring Web 3.0 Growth marketing: Navigating the Future of the InternetExploring Web 3.0 Growth marketing: Navigating the Future of the Internet
Exploring Web 3.0 Growth marketing: Navigating the Future of the Internetnehapardhi711
 
Best digital marketing e-book form bignners
Best digital marketing e-book form bignnersBest digital marketing e-book form bignners
Best digital marketing e-book form bignnersmuntasibkhan58
 
What I learned from auditing over 1,000,000 websites - SERP Conf 2024 Patrick...
What I learned from auditing over 1,000,000 websites - SERP Conf 2024 Patrick...What I learned from auditing over 1,000,000 websites - SERP Conf 2024 Patrick...
What I learned from auditing over 1,000,000 websites - SERP Conf 2024 Patrick...Ahrefs
 
Codes and Conventions of Film Magazine Covers.pptx
Codes and Conventions of Film Magazine Covers.pptxCodes and Conventions of Film Magazine Covers.pptx
Codes and Conventions of Film Magazine Covers.pptxGeorgeCulica
 
Digital Marketing in 5G Era - Digital Transformation in 5G Age
Digital Marketing in 5G Era - Digital Transformation in 5G AgeDigital Marketing in 5G Era - Digital Transformation in 5G Age
Digital Marketing in 5G Era - Digital Transformation in 5G AgeDigiKarishma
 
Fiverr's Product Marketing Interview Assignment
Fiverr's Product Marketing Interview AssignmentFiverr's Product Marketing Interview Assignment
Fiverr's Product Marketing Interview AssignmentFarrel Brest
 
Most Influential HR Leaders Leading the Corporate World, 2024 (Final file).pdf
Most Influential HR Leaders Leading the Corporate World, 2024 (Final file).pdfMost Influential HR Leaders Leading the Corporate World, 2024 (Final file).pdf
Most Influential HR Leaders Leading the Corporate World, 2024 (Final file).pdfCIO Business World
 
The Evolution of Internet : How consumers use technology and its impact on th...
The Evolution of Internet : How consumers use technology and its impact on th...The Evolution of Internet : How consumers use technology and its impact on th...
The Evolution of Internet : How consumers use technology and its impact on th...sowmyrao14
 
Influencer Marketing Power point presentation
Influencer Marketing  Power point presentationInfluencer Marketing  Power point presentation
Influencer Marketing Power point presentationdgtivemarketingagenc
 
SEO and Digital PR - How to Connect Your Teams to Maximise Success
SEO and Digital PR - How to Connect Your Teams to Maximise SuccessSEO and Digital PR - How to Connect Your Teams to Maximise Success
SEO and Digital PR - How to Connect Your Teams to Maximise SuccessLiv Day
 
When to use Machine Learning Models in SEO and Which ones to use - Lazarina S...
When to use Machine Learning Models in SEO and Which ones to use - Lazarina S...When to use Machine Learning Models in SEO and Which ones to use - Lazarina S...
When to use Machine Learning Models in SEO and Which ones to use - Lazarina S...LazarinaStoyanova
 
Fueling A_B experiments with behavioral insights (1).pdf
Fueling A_B experiments with behavioral insights (1).pdfFueling A_B experiments with behavioral insights (1).pdf
Fueling A_B experiments with behavioral insights (1).pdfVWO
 
(Generative) AI & Marketing: - Out of the Hype - Empowering the Marketing M...
(Generative) AI & Marketing: - Out of the Hype - Empowering the Marketing M...(Generative) AI & Marketing: - Out of the Hype - Empowering the Marketing M...
(Generative) AI & Marketing: - Out of the Hype - Empowering the Marketing M...Hugues Rey
 
Exploring The World Of Adult Ad Networks.pdf
Exploring The World Of Adult Ad Networks.pdfExploring The World Of Adult Ad Networks.pdf
Exploring The World Of Adult Ad Networks.pdfadult marketing
 
top marketing posters - Fresh Spar Technologies - Manojkumar C
top marketing posters - Fresh Spar Technologies - Manojkumar Ctop marketing posters - Fresh Spar Technologies - Manojkumar C
top marketing posters - Fresh Spar Technologies - Manojkumar CManojkumar C
 
social media optimization complete indroduction
social media optimization complete indroductionsocial media optimization complete indroduction
social media optimization complete indroductioninfoshraddha747
 
Understanding the Affiliate Marketing Channel; the short guide
Understanding the Affiliate Marketing Channel; the short guideUnderstanding the Affiliate Marketing Channel; the short guide
Understanding the Affiliate Marketing Channel; the short guidePartnercademy
 

Recently uploaded (20)

The 10 Most Influential CMO's Leading the Way of Success, 2024 (Final file) (...
The 10 Most Influential CMO's Leading the Way of Success, 2024 (Final file) (...The 10 Most Influential CMO's Leading the Way of Success, 2024 (Final file) (...
The 10 Most Influential CMO's Leading the Way of Success, 2024 (Final file) (...
 
From Chance to Choice - Tactical Link Building for International SEO
From Chance to Choice - Tactical Link Building for International SEOFrom Chance to Choice - Tactical Link Building for International SEO
From Chance to Choice - Tactical Link Building for International SEO
 
A Comprehensive Guide to Technical SEO | Banyanbrain
A Comprehensive Guide to Technical SEO | BanyanbrainA Comprehensive Guide to Technical SEO | Banyanbrain
A Comprehensive Guide to Technical SEO | Banyanbrain
 
Exploring Web 3.0 Growth marketing: Navigating the Future of the Internet
Exploring Web 3.0 Growth marketing: Navigating the Future of the InternetExploring Web 3.0 Growth marketing: Navigating the Future of the Internet
Exploring Web 3.0 Growth marketing: Navigating the Future of the Internet
 
Best digital marketing e-book form bignners
Best digital marketing e-book form bignnersBest digital marketing e-book form bignners
Best digital marketing e-book form bignners
 
What I learned from auditing over 1,000,000 websites - SERP Conf 2024 Patrick...
What I learned from auditing over 1,000,000 websites - SERP Conf 2024 Patrick...What I learned from auditing over 1,000,000 websites - SERP Conf 2024 Patrick...
What I learned from auditing over 1,000,000 websites - SERP Conf 2024 Patrick...
 
Codes and Conventions of Film Magazine Covers.pptx
Codes and Conventions of Film Magazine Covers.pptxCodes and Conventions of Film Magazine Covers.pptx
Codes and Conventions of Film Magazine Covers.pptx
 
Digital Marketing in 5G Era - Digital Transformation in 5G Age
Digital Marketing in 5G Era - Digital Transformation in 5G AgeDigital Marketing in 5G Era - Digital Transformation in 5G Age
Digital Marketing in 5G Era - Digital Transformation in 5G Age
 
Fiverr's Product Marketing Interview Assignment
Fiverr's Product Marketing Interview AssignmentFiverr's Product Marketing Interview Assignment
Fiverr's Product Marketing Interview Assignment
 
Most Influential HR Leaders Leading the Corporate World, 2024 (Final file).pdf
Most Influential HR Leaders Leading the Corporate World, 2024 (Final file).pdfMost Influential HR Leaders Leading the Corporate World, 2024 (Final file).pdf
Most Influential HR Leaders Leading the Corporate World, 2024 (Final file).pdf
 
The Evolution of Internet : How consumers use technology and its impact on th...
The Evolution of Internet : How consumers use technology and its impact on th...The Evolution of Internet : How consumers use technology and its impact on th...
The Evolution of Internet : How consumers use technology and its impact on th...
 
Influencer Marketing Power point presentation
Influencer Marketing  Power point presentationInfluencer Marketing  Power point presentation
Influencer Marketing Power point presentation
 
SEO and Digital PR - How to Connect Your Teams to Maximise Success
SEO and Digital PR - How to Connect Your Teams to Maximise SuccessSEO and Digital PR - How to Connect Your Teams to Maximise Success
SEO and Digital PR - How to Connect Your Teams to Maximise Success
 
When to use Machine Learning Models in SEO and Which ones to use - Lazarina S...
When to use Machine Learning Models in SEO and Which ones to use - Lazarina S...When to use Machine Learning Models in SEO and Which ones to use - Lazarina S...
When to use Machine Learning Models in SEO and Which ones to use - Lazarina S...
 
Fueling A_B experiments with behavioral insights (1).pdf
Fueling A_B experiments with behavioral insights (1).pdfFueling A_B experiments with behavioral insights (1).pdf
Fueling A_B experiments with behavioral insights (1).pdf
 
(Generative) AI & Marketing: - Out of the Hype - Empowering the Marketing M...
(Generative) AI & Marketing: - Out of the Hype - Empowering the Marketing M...(Generative) AI & Marketing: - Out of the Hype - Empowering the Marketing M...
(Generative) AI & Marketing: - Out of the Hype - Empowering the Marketing M...
 
Exploring The World Of Adult Ad Networks.pdf
Exploring The World Of Adult Ad Networks.pdfExploring The World Of Adult Ad Networks.pdf
Exploring The World Of Adult Ad Networks.pdf
 
top marketing posters - Fresh Spar Technologies - Manojkumar C
top marketing posters - Fresh Spar Technologies - Manojkumar Ctop marketing posters - Fresh Spar Technologies - Manojkumar C
top marketing posters - Fresh Spar Technologies - Manojkumar C
 
social media optimization complete indroduction
social media optimization complete indroductionsocial media optimization complete indroduction
social media optimization complete indroduction
 
Understanding the Affiliate Marketing Channel; the short guide
Understanding the Affiliate Marketing Channel; the short guideUnderstanding the Affiliate Marketing Channel; the short guide
Understanding the Affiliate Marketing Channel; the short guide
 

2020 B2B Content Marketing Trends, Goals, Budgets and Content Types

  • 1. Extremely Successful Very Successful Moderately Successful Minimally Successful Not At All Successful 58% 15% 21% 5% 1% 22% 14% 50% 11% 3% Top-of-the -funnel (generating awareness/ interest) Mid-funnel (consideration / intent) Late-stage (evaluation / purchase) Post-sale (loyalty /brand advocacy) Other areas 50% 23% 22% 5% 6+ 4-5 2-3 1 Today, I want to talk to you about the top 2020 B2B marketing trends in content marketing. I want to specially thank the Content Marketing Institute, Marketing Profs and Sitecore for putting together this report. I will be sharing the contents of the survey and the report. The organization’s overall level of content marketing success is cited as moderately successful extremely successful. 84% of people of the B2B marketers said that they're at least moderately successful. What I really like to know is the secret of the top 5% who rated their content marketing efforts as extremely successful. Now, what helps in that a percentage of B2B marketers have a documented content strategy. A documented content marketing strategy is as 69% for the most successful in 2020. Contrast that with 2018 with only 62% of highly successfully B2B marketers having a content marketing strategy. Going from 62 to 69% may not seem like a lot, but that's a 10% increase over two years. So it's great to see that more and more content marketers have a content marketing strategy, whether it's in a Word document, a Google document or something fancier. Out of all respondents, 41% say they have a documented content marketing strategy in 2020. Now what are some goals that content marketers have in the last 12 months? Here's some of their goals for content marketing rated in order of most popular: Now I think the first one should not just be brand awareness but to generate demand and sales because that's part of the reason why we're doing content marketing is to generate sales. Now the percentage of total content that B2B marketers have created in the last 12 months is 50% which goes to the top of the funnel, which is generating awareness and interest. 22% goes to mid funnel, which is when users are in the consideration. Late stage is at 14% where the audience is in the evaluation and purchase stage. Now what would be good is if more content was written for the late stage because that's where you're trying to convince your buyers to say that you are the premium brand and they should buy from you. Another interesting thing is that 11% of the content goes to post-sales. Now that would be good to, to increase loyalty and customer loyalty for your sales. There a graphic on how to everything from building brand awareness to converting leads. It lists the top three activities in each. So to build brand awareness, 31% say blog posts and short articles are the way to go. I'll just be sharing the top one from each category to secure leads in person. Events are the best at 19% now to nurture leads. Content marketers in general agree that email newsletters at 41% nurture leads the best. To convert leads, it goes between in-person events at 25% and case studies at 23%. Now what are the exact content types that B to B marketers have used in the last 12 months? I'll just list the top five here. It's social media content (95%), blog posts and short articles (89%), email newsletters (81%) in person events (73%), and videos excluding live streaming (71%) so a lot of B2B marketers are using the full gambit of content types. About 50% have roughly two to three buyer personas content marketers are writing for. Roughly 23% have four to five personas they're writing for. But I think that two to three personas is enough for good content for B2B marketing. How B2B Marketers Rate Their Organization's Overall Level of Content Marketing Success Percentage of B2B Marketers With a Documented Content Marketing Goals B2B Marketers Have Achieved by Using Content Marketing Successfully in Last 12 Months Percentage of Total Content B2B Marketers Created for Content Marketing Purposes in Last 12 Months Content Types 828 Marketers Used in Last 12 Months (Top 10) Number of Different Audiences B2B Marketers Create Content For Goals of Content Marketing Customer Journey Content Types for B2B Marketing Number of Buyer Personas Documented Content Strategy 2020 B2B CONTENT MARKETING TRENDS AND BUDGETS Base: B2B content marketers; aided list. 2020 B2B Content Marketing Benchmarks, North America: Content Marketing Institute/MarketingProfs Base: B2B content marketers; aided list. 2020 B2B Content Marketing Benchmarks, North America: Content Marketing Institute/MarketingProfs 69% 2020 2019* 2018* 65% 39% 14% 62% 37% 16% 41% 16% Most Successful All Respondants Least Successful *As reported in the 2019 and 2018 versions of this report CREATE BRAND AWARENESS EDUCATE THEIR AUDIENCES BUILD CREDIBILITY AND TRUST GENERATE DEMAND AND LEADS NURTURE SUBSCRIBERS, AUDIENCES AND LEADS *See 2019 B2B Content Marketing Benchmarks, Budgets and Trends - North America Create brand awareness All Respondants 86% 79% 75% 70% 68% 63% 52% 53% 45% 45% 0% As Reported One Year Ago* 81% 73% 68% 68% 58% 54% 49% 45% 43% 40% 1% Educate audience(s) Build credibility/trust Generate demand/leads Nurture subscribers/ audiences/leads Build loyalty with existing clients/customers Drive attendance to one or more in-person events Generate sales/ revenue Build a subscribed audience Support the launch of a new product None of the above Base: B2B content marketers. Aided list; multiple responses permitted. 2020 B2B Content Marketing Benchmarks, North America: Content Marketing Institute/MarketingProfs Base: B2B content marketers who answered the question. Percentages were required to equal 100%. 2020 B2B Content Marketing Benchmarks, North America: Content Marketing Institute/MarketingProfs Base: B2B content marketers whose organization used more than one content type for content marketing purposes in the last 12 months 2020 B2B Content Marketing Benchmarks, North America: Content Marketing Institute/MarketingProfs TO BUILD AWARENESS Blog Posts/Short Articles Social Media Content (e.g., tweet , stories) In-Person Events (31%) (25%) (8%) TO SECURE LEADS In-Person Events Webinars / Online Events Ebooks/ Guides (19%) (25%) (8%) TO NURTURE LEADS Email Newsletters Blog Posts/Short Articles Case Studies In-Person Events & (31%) (13%) (tied at 9%) TO CONVERT LEADS In-Person Events Case Studies Events Webinars/ Online (25%) (23%) (11%) Social Media Content (e.g., tweets, stories) Blog Posts/ Short Articles Email Newsletters In-Person Events Videos (excluding livestreaming) Case Studies Infographics/ Charts/ Photos/ Data Viz Webinars/Online Events White Papers Ebooks/Guides 95% 89% 81% 73% 69% 67% 57% 55% 51% 0 100 71% Other content types used in last 12 months: Long-Form Text (e.g., articles 3,000+ words) (380%); Research Reports (34%); Print Magazines (24%); Podcasts (21%); Livestreaming Content (1O%); Print Books (9%); and Other (12%). Base: B2B content marketers; aided list. 2020 B2B Content Marketing Benchmarks, North America: Content Marketing Institute/MarketingProfs