Most manufacturing marketers adjusted their content marketing strategies in response to the COVID-19 pandemic. 70% changed their targeting and messaging, and 60% adjusted their editorial calendars. Digital content like videos and virtual events have become more important, as the use of virtual events by manufacturers increased from 39% to 55%. Looking to 2021, most manufacturers expect to prioritize content creation and website enhancements.
Google's guide to innovation: How to unlock strategy, resources and technologyrun_frictionless
Organizations are facing unprecedented change and challenges stemming from a confluence of natural and artificial conditions. These forces are driving many to rethink the tools and technologies they use, and the places they need to be, to grow, and to innovate.
https://runfrictionless.com/b2b-white-paper-service/
Insights Throughout the CPG Brand LifecycleNM Incite
NM Incite’s social media research and analytics offer brands insight into real-time, authentic consumer expression that can transform how marketers build strong brands, create passionate and engaged communities and ultimately achieve superior sales outcomes. Learn how NM Incite’s solutions can be layered with other Nielsen assets to produce powerful insights, providing a valuable competitive advantage.
Watch the full webinar recording here: http://goo.gl/dxuDTG
Today, Marketing is more responsible for revenue growth than ever before. With 60 percent of all buying decisions happening before potential clients even contact vendors, marketing must be more effective in leading conversations. The challenge is that those conversations happen over multiple channels, including web, mobile, events and others.
Guest speaker Ted Schadler, Vice President and Principal Analyst of Forrester Research along with Martin Kirov, Vice President of Product Management and Product Marketing of Telerik Sitefinity CMS and Tim Ahlenius, Director of Experience Marketing from AmericanEagle.com, will discuss how the world of Web Content Management is transforming to drive better customer digital experiences.
Watch the full webinar recording here: http://goo.gl/eDCSQd
Tomorrow’s digital marketing requires the next generation of automation and technology.
Join Melissa Webster, VP of Content and Digital Marketing Technologies at IDC, to learn about:
• Findings of new research to help you take charge of digital initiatives
• Tips to avoid locking yourself into technologies designed for a simpler times
• Insights on new web content management functionality required to support the shift towards connected, customer-centric digital experiences
Google's guide to innovation: How to unlock strategy, resources and technologyrun_frictionless
Organizations are facing unprecedented change and challenges stemming from a confluence of natural and artificial conditions. These forces are driving many to rethink the tools and technologies they use, and the places they need to be, to grow, and to innovate.
https://runfrictionless.com/b2b-white-paper-service/
Insights Throughout the CPG Brand LifecycleNM Incite
NM Incite’s social media research and analytics offer brands insight into real-time, authentic consumer expression that can transform how marketers build strong brands, create passionate and engaged communities and ultimately achieve superior sales outcomes. Learn how NM Incite’s solutions can be layered with other Nielsen assets to produce powerful insights, providing a valuable competitive advantage.
Watch the full webinar recording here: http://goo.gl/dxuDTG
Today, Marketing is more responsible for revenue growth than ever before. With 60 percent of all buying decisions happening before potential clients even contact vendors, marketing must be more effective in leading conversations. The challenge is that those conversations happen over multiple channels, including web, mobile, events and others.
Guest speaker Ted Schadler, Vice President and Principal Analyst of Forrester Research along with Martin Kirov, Vice President of Product Management and Product Marketing of Telerik Sitefinity CMS and Tim Ahlenius, Director of Experience Marketing from AmericanEagle.com, will discuss how the world of Web Content Management is transforming to drive better customer digital experiences.
Watch the full webinar recording here: http://goo.gl/eDCSQd
Tomorrow’s digital marketing requires the next generation of automation and technology.
Join Melissa Webster, VP of Content and Digital Marketing Technologies at IDC, to learn about:
• Findings of new research to help you take charge of digital initiatives
• Tips to avoid locking yourself into technologies designed for a simpler times
• Insights on new web content management functionality required to support the shift towards connected, customer-centric digital experiences
[Webinar] 2019 Trends in Account Based MarketingEngagio
Wondering why Account Based Marketing continues to be rapidly adopted? Join Engagio in this webinar with MarketingProfs featuring Jon Miller, CEO and co-founder of Engagio, for a glimpse into the current account-based attitudes and maturity of over 500 organizations across North America.
We'll dive into recent market research on the current state of Account-Based Marketing and highlight what's working and what's not.
You'll learn:
- How you stack up against hundreds of your industry peers
- Habits of organizations who are seeing a positive ROI from ABM
- How to create your own path to ABM success
Adobe & Econsultancy: From Content Management to Customer Experience ManagementAdobe Marketing Cloud
This Adobe & Econsultancy Digital Intelligence Briefing is devoted to the topic of web content management (WCM), an area which is becoming a focal point for companies wishing to deliver a truly seamless multichannel customer experience.
The report is based on a global survey which has attracted more than 1,000 respondents.
Download a full copy of the report here: http://adobe.ly/13mx07w
ClickZ has launched an innovative new series of buyers guides, created with the aim of cutting through the complexity of the technology landscape to help our community of readers make better decisions about vendors. The first of this series is dedicated to bid management platforms, which help brands maximize the returns on their PPC, social media, and display advertising budgets.
The role of a bid management platform has changed significantly over the past decade, in line with the increased sophistication of the digital media industry. With over $90 billion spent on paid search in 2017, these software packages play a vital role in deriving maximum value from a brand’s digital media budget.
The core component of the ClickZ bid management vendor guide is our customer survey, which received over 1,600 responses.
Making Marketing Thrive In The Age Of The Customer By Sheryl PattekMarTech Conference
From the MarTech Conference in Boston, Massachusetts, August 19-20, 2014. SESSION: Making Marketing Thrive in the Age of the Customer. PRESENTATION: Making Marketing Thrive in the Age of the Customer - Given by Sheryl Pattek, @sherylpattek - VP & Principal Analyst, Forrester Research
The CMO's Guide to Hiring for Content Marketingcontently
By 2019, content marketing spend will be $319 billion, and content marketing job listings have grown 350 percent since 2011—which means you need to know how to staff a content team.
No matter your company’s size or strategy, this guide will help you hire the right talent. You’ll learn about:
— The hiring trends top brand newsrooms are embracing
— How to align your hiring plan with a strong content strategy
— Best practices for scaling your team over time
— What to look for in each role, from strategists to editors to multimedia talent
— How to secure and allocate your content budget
From Web Traffic to Foot Traffic: How Brands & Retailers Can Leverage Digital...Rebecca Lieb
My latest research report highlights how brands can harness the power of digital content and media to reach consumers and influence their in-store buying decisions. We surveyed 500 brand and agency marketers, including interviews with marketing leaders from PepsiCo, McDonalds, The Home Depot and Staples,
Rich media and rich results in the SERPs are significant entities and points of entry for discovery in the customer journey. Rich media usually take more effort to create, but sites that do create it and mark it up effectively with structured data face less competition in those media categories and are able to increase visibility and traffic.
Strategies and Opportunities for a Cookie-less World - Pubmatic - April 2021Romain Fonnier
Publishers and buyers agree: While the future of alternative solutions to the third-party cookie is still uncertain, there is tremendous opportunity for an addressable open internet and addressing the issue is a priority for many in 2021.
With the ad tech industry still evolving around the change in identity resolution, both publishers and buyers are taking stock of what their options are moving forward.
Welcome to our annual Technology Content Marketing Benchmarks, Budgets, and Trends report, based on our latest annual content marketing survey conducted in July 2020.
The study showed that technology marketers, in the throes of adjusting to business changes presented by a global pandemic, put more emphasis on using content marketing to generate demand and leads than they had the previous year. They also were looking more closely at conversion and marketing qualified lead (MQL) metrics to track the performance of their content.
These insights suggest that tech marketers were increasingly called upon to use content marketing for demand and lead generation. It makes sense, then, that their use of virtual events (83%) increased by nine percentage points over the previous year, as virtual relationship-building and selling took a front seat. In addition, livestreaming video finally took off (one-third of all tech respondents—and 53% of those working in large companies—reported using it).
It’s too soon to tell if these will be lasting shifts. Priorities are likely to change again as restrictions caused by the pandemic ease up. We look forward to exploring these topics in our next round of annual content marketing research.
Welcome to the Technology Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022.
The research suggested that due to lockdowns and work-from-home mandates, content marketing piqued the interest of many who were previously unaware of its power. With more people than ever spending time online, content marketing presented a prime opportunity to get and stay in front of audiences.
As in the previous year, nearly one in three technology marketers said their organization was extremely or very successful with content marketing. These marketers, our “top performers,” have certain characteristics that set them apart from their peers (see page 4). Some of the biggest things they do differently than their peers:
◾ Document their content marketing strategy
◾ Do an excellent/very good job demonstrating the ROI of their content marketing initiatives
◾ Prioritize their audience’s informational needs over their organization’s sales message
◾ Differentiate their content from the competition
◾ Nurture subscribers/audiences/leads
No matter how successful they are at content marketing, most respondents plan to invest in video in 2022: 72% of all technology respondents forecast investment in this area followed by investment in events (69%), paid media (65%), and owned-media assets (63%).
And, yes, challenges remain. The top challenges are:
◾ Creating content that appeals to multi-level roles within the target audience
◾ Accessing subject matter experts to create content
◾ Internal communication among teams/silos
These internal challenges point to a greater need for technology marketers to formalize content operations within their organizations.
[Webinar] 2019 Trends in Account Based MarketingEngagio
Wondering why Account Based Marketing continues to be rapidly adopted? Join Engagio in this webinar with MarketingProfs featuring Jon Miller, CEO and co-founder of Engagio, for a glimpse into the current account-based attitudes and maturity of over 500 organizations across North America.
We'll dive into recent market research on the current state of Account-Based Marketing and highlight what's working and what's not.
You'll learn:
- How you stack up against hundreds of your industry peers
- Habits of organizations who are seeing a positive ROI from ABM
- How to create your own path to ABM success
Adobe & Econsultancy: From Content Management to Customer Experience ManagementAdobe Marketing Cloud
This Adobe & Econsultancy Digital Intelligence Briefing is devoted to the topic of web content management (WCM), an area which is becoming a focal point for companies wishing to deliver a truly seamless multichannel customer experience.
The report is based on a global survey which has attracted more than 1,000 respondents.
Download a full copy of the report here: http://adobe.ly/13mx07w
ClickZ has launched an innovative new series of buyers guides, created with the aim of cutting through the complexity of the technology landscape to help our community of readers make better decisions about vendors. The first of this series is dedicated to bid management platforms, which help brands maximize the returns on their PPC, social media, and display advertising budgets.
The role of a bid management platform has changed significantly over the past decade, in line with the increased sophistication of the digital media industry. With over $90 billion spent on paid search in 2017, these software packages play a vital role in deriving maximum value from a brand’s digital media budget.
The core component of the ClickZ bid management vendor guide is our customer survey, which received over 1,600 responses.
Making Marketing Thrive In The Age Of The Customer By Sheryl PattekMarTech Conference
From the MarTech Conference in Boston, Massachusetts, August 19-20, 2014. SESSION: Making Marketing Thrive in the Age of the Customer. PRESENTATION: Making Marketing Thrive in the Age of the Customer - Given by Sheryl Pattek, @sherylpattek - VP & Principal Analyst, Forrester Research
The CMO's Guide to Hiring for Content Marketingcontently
By 2019, content marketing spend will be $319 billion, and content marketing job listings have grown 350 percent since 2011—which means you need to know how to staff a content team.
No matter your company’s size or strategy, this guide will help you hire the right talent. You’ll learn about:
— The hiring trends top brand newsrooms are embracing
— How to align your hiring plan with a strong content strategy
— Best practices for scaling your team over time
— What to look for in each role, from strategists to editors to multimedia talent
— How to secure and allocate your content budget
From Web Traffic to Foot Traffic: How Brands & Retailers Can Leverage Digital...Rebecca Lieb
My latest research report highlights how brands can harness the power of digital content and media to reach consumers and influence their in-store buying decisions. We surveyed 500 brand and agency marketers, including interviews with marketing leaders from PepsiCo, McDonalds, The Home Depot and Staples,
Rich media and rich results in the SERPs are significant entities and points of entry for discovery in the customer journey. Rich media usually take more effort to create, but sites that do create it and mark it up effectively with structured data face less competition in those media categories and are able to increase visibility and traffic.
Strategies and Opportunities for a Cookie-less World - Pubmatic - April 2021Romain Fonnier
Publishers and buyers agree: While the future of alternative solutions to the third-party cookie is still uncertain, there is tremendous opportunity for an addressable open internet and addressing the issue is a priority for many in 2021.
With the ad tech industry still evolving around the change in identity resolution, both publishers and buyers are taking stock of what their options are moving forward.
Welcome to our annual Technology Content Marketing Benchmarks, Budgets, and Trends report, based on our latest annual content marketing survey conducted in July 2020.
The study showed that technology marketers, in the throes of adjusting to business changes presented by a global pandemic, put more emphasis on using content marketing to generate demand and leads than they had the previous year. They also were looking more closely at conversion and marketing qualified lead (MQL) metrics to track the performance of their content.
These insights suggest that tech marketers were increasingly called upon to use content marketing for demand and lead generation. It makes sense, then, that their use of virtual events (83%) increased by nine percentage points over the previous year, as virtual relationship-building and selling took a front seat. In addition, livestreaming video finally took off (one-third of all tech respondents—and 53% of those working in large companies—reported using it).
It’s too soon to tell if these will be lasting shifts. Priorities are likely to change again as restrictions caused by the pandemic ease up. We look forward to exploring these topics in our next round of annual content marketing research.
Welcome to the Technology Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022.
The research suggested that due to lockdowns and work-from-home mandates, content marketing piqued the interest of many who were previously unaware of its power. With more people than ever spending time online, content marketing presented a prime opportunity to get and stay in front of audiences.
As in the previous year, nearly one in three technology marketers said their organization was extremely or very successful with content marketing. These marketers, our “top performers,” have certain characteristics that set them apart from their peers (see page 4). Some of the biggest things they do differently than their peers:
◾ Document their content marketing strategy
◾ Do an excellent/very good job demonstrating the ROI of their content marketing initiatives
◾ Prioritize their audience’s informational needs over their organization’s sales message
◾ Differentiate their content from the competition
◾ Nurture subscribers/audiences/leads
No matter how successful they are at content marketing, most respondents plan to invest in video in 2022: 72% of all technology respondents forecast investment in this area followed by investment in events (69%), paid media (65%), and owned-media assets (63%).
And, yes, challenges remain. The top challenges are:
◾ Creating content that appeals to multi-level roles within the target audience
◾ Accessing subject matter experts to create content
◾ Internal communication among teams/silos
These internal challenges point to a greater need for technology marketers to formalize content operations within their organizations.
The 2016 state of digital content von Altimeter42medien
Eine tolle Zusammenfassung hinsichtlich digitaler Inhalte heute und in Zukunft. Wer sich gerne mit uns darüber unterhalten möchte, ist herzlich eingeladen und zu kontaktieren.
Welcome to Technology Content Marketing 2020: Benchmarks, Budgets, and Trends. This report is based on the findings from our 10th annual content marketing survey. Technology marketers continue to make progress with content marketing. Approximately one-third rate their organization’s overall content marketing as extremely or very successful, and 76% report they are much more or somewhat more successful compared with one year ago. What makes them successful? When we look at the top performers, we see they treat content marketing as a strategic business function, craft content thoughtfully, experiment with distribution, and measure their results. They use content marketing not only to create brand awareness and generate leads, but also to build loyalty and subscribed audiences.
Welcome to the B2C Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022.
Our research suggested that, due to work-from-home requirements, content marketing piqued the interest of many who were previously unaware of its power. With more people than ever spending time online, content marketing presented a prime opportunity for businesses to get and stay in front of audiences. Some B2C marketers discovered new audiences altogether.
Short articles and videos were big over the last 12 months with the B2C marketers we surveyed. In addition, expect a lot of B2C investment in video in 2022: 72% forecast investment in this area. Paid media came in a distant second.
Although most B2C marketers reported success with content marketing in the last 12 months, there are still challenges. Respondents said their top two content marketing challenges were creating content that appeals to multi-level roles within the target audience (42%) and internal communication between teams/silos (41%).
If B2C marketers can overcome these challenges, they’ll improve their odds of achieving greater content marketing success in 2022.
Welcome to the Enterprise Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022.
The research suggested that, due to lockdowns and work-from-home mandates, content marketing piqued the interest of many who were previously unaware of its power. With more people than ever spending time online, content marketing presented a prime opportunity to get and stay in front of audiences.
As in the previous year, nearly one in three enterprise marketers said their organization was extremely or very successful with content marketing. These marketers, our “top performers,” have certain characteristics that set them apart from their peers (see page 4). A few of the biggest things they do are to differentiate their content and use content collaboration/calendaring/workflow tools.
No matter how successful they are at content marketing, most respondents plan to invest in video in 2022: 72% of all enterprise respondents forecast investment in this area followed by investment in events (62%), paid media (59%), and owned-media assets (55%).
And, yes, challenges remain. The top challenge, which is the same as it was two years ago, is internal communication between teams/silos (57%). It indicates a pressing need to formalize content operations in enterprises that have not yet done so.
Social advertising, native advertising, content marketing, mobile, marketing automation, CRM, email marketing - today's world of marketing is filled with more opportunity than ever before. But with this opportunity comes the potential inertia of too much – too much to learn, too much data to measure, too many technologies to adopt, too many marketing tactics to integrate – too many decisions overall! Find out how to bring strategic structure to the chaos in a way that your peers and leadership can clearly understand and support. Learn how to develop a strong, integrated campaign that will help you justify your marketing budget - or get a budget - to your organization's executive leadership.
Welcome to our annual Enterprise Content Marketing Benchmarks, Budgets, and Trends report. Here we present the findings from enterprise marketers (those who work in organizations with 1,000+ employees) who replied to our 11th Annual Content Marketing Survey.
At the time of the survey, content marketers had just made it through the first half of 2020. Most reported that their organization made quick changes when the pandemic hit, most notably by changing their targeting/messaging strategy, adjusting their editorial calendar, and changing their content distribution/promotion strategy. The majority (57%) expected to spend about the same on content marketing during the second half of 2020 as they spent in the first half (17% expected a decrease).
Team size hadn’t changed drastically compared with the previous year (48% said it stayed the same); yet, another 35% reported an increase.
Overall, one-third of the enterprise respondents reported high levels of content marketing success. These top performers said the top two factors contributing to that success in the last 12 months were “the value our content provides” (79%) and “website changes” (62%).
Looking forward, 74% of respondents felt the pandemic would have a major or moderate long- term impact on their organization’s overall content marketing success. It will be interesting to see how enterprise marketers rise to the challenges in 2021.
Skyword Digital Agency of the Future Full ReportSkyword Inc.
The Agency of the Future Report is based on interviews with leading digital agencies. Download the report for access to insights from 15 top digital agencies, and get access to information about the tremendous service delivery and business innovation taking place.
We asked interviewees for their take on the disruptive forces affecting digital marketers today. They told us in their own words about the specific challenges they face. Above all, they told us how these challenges are being addressed and overcome.
Welcome to the Manufacturing Content Marketing Benchmarks, Budgets, and Trends with Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022.
This year’s research suggested that the pandemic awoke a sleeping giant – content marketing, that is. Without in-person events and face-to-face selling, many who had previously paid little attention to content marketing suddenly became aware of its power. More content marketers got a seat at the table and helped keep many businesses on their audiences’ radar. Some discovered new audiences altogether.
Videos and virtual events/webinars were big over the last 12 months with the manufacturing marketers we surveyed. In addition, 85% expect continued investment in video in 2022, making it the top area of predicted investment.
Yet manufacturing marketers continue to face content marketing challenges within their organizations: 51% said they are challenged with creating valuable content instead of sales-oriented content as well as with overcoming the traditional marketing and sales mindset. Fifty percent said they are challenged with accessing subject matter experts to create content. If manufacturing marketers can overcome these challenges, they’ll improve their odds of achieving greater content marketing success in the coming year.
The BRITE '12 conference (March 5-6) marked the unveiling of the Center on Global Brand Leadership and the New York American Marketing Association (NYAMA)'s first BRITE-NYAMA Marketing Measurement in Transition Study entitled, Marketing ROI in the Era of Big Data.
The aim of the study was to gain a better understanding of changing practices among large corporate marketers in the following areas: data collection and usage, marketing measurement and ROI, and the integration of digital and traditional marketing.
In surveying 253 marketing executives from large corporations, the study found both widespread adoption of new digital tools, and support for the use of new data to drive marketing decisions and measure marketing ROI. However, significant gaps exist between desire and execution as companies strive to measure marketing ROI. The overall picture of marketing by large corporations revealed significant need for improvements in the use of data, the measurement of digital marketing, and the assessment of marketing ROI.
http://gsb.columbia.edu/globalbrands
http://www.nyama.org
Forrester: CPG Consumer Engagement in a Digital Worldaccenture
Accenture commissioned Forrester Consulting to evaluate the opportunity for CPG marketing leaders to market and sell directly to consumers.
For more information view us on www.accenture.com/ConsumerGoods
2021 is in full swing, so we wanted to check in with marketers to see how a new year has changed their programs and their outlook. Here’s what we learned.
2021 is in full swing, so we wanted to check in with marketers to see how a new year has changed their programs and their outlook. Here’s what we learned.
What’s going on in the complex world of the engineer’s mind? To find out, GlobalSpec asked engineers. Those responding to this survey shared with us exactly how they view the pace of engineering, available resources, knowledge management practices, performance measurement and the impact of megatrends on their day-to-day work environments.
GlobalSpec is a provider of data-driven industrial marketing solutions designed to help companies like yours promote your products and grow your business.
Should Your Marketing Mix Include Virtual Events? | GlobalSpecChristianJHaight
Due to COVID-19, many in-person tradeshows and industry conferences have been delayed or canceled. While navigating this situation has been a challenge for both engineers and industrial marketers, it has also created an opening for the emergence of virtual tradeshows. GlobalSpec recently conducted a survey of engineers regarding virtual tradeshows. The results showed that a slim majority of engineers have never attended a virtual event, but those that did found the event valuable.
With so much data and so many options, the task of measuring can seem overwhelming. What metrics really matter? Which ones can help you make more informed marketing decisions?
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
What is digital marketing And why is it used?125albina
Digital marketing refers to the use of digital channels, platforms, and technologies to promote products, services, or brands to a target audience. It encompasses a wide range of activities, including search engine optimization (SEO), social media marketing, email marketing, content marketing, pay-per-click (PPC) advertising, and more. The primary goal of digital marketing is to connect with potential customers where they spend much of their time: online. My Website: https://dev-topdigitalmarketingagency.pantheonsite.io/
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
Elevate your trade show game with our comprehensive guide on creating an interactive booth that captures attention and drives engagement! In this presentation, Blue Atlas Marketing shares practical tips and creative strategies to transform your trade show presence. Learn how to use digital displays, interactive demos, and engaging activities to attract visitors and make lasting impressions. Whether you're a trade show veteran or a newcomer, these insights will help you stand out from the crowd and maximize your event success. Dive into our slides to discover how to turn your booth into a dynamic and interactive experience!
Mastering Dynamic Web Designing A Comprehensive Guide.pdfIbrandizer
Dynamic Web Designing involves creating interactive and adaptable web pages that respond to user input and change dynamically, enhancing user experience with real-time data, animations, and personalized content tailored to individual preferences.
Enhancing a Luxury Furniture E-commerce Store with Expert Shopify ManagementSunTec India
SunTec India's expertise in Shopify store management has been a game-changer for a luxury furniture e-commerce business. Through meticulous optimization of product listings, strategic SEO practices, and an enhanced user experience, this case study details the successful outcomes of their collaboration, including increased traffic, higher conversion rates, and stronger brand presence.
Read more- https://shorturl.at/yl3MU
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
janani Digital Marketer|Digital Marketing consultant|Marketing Promotion|Coim...janudm24
Myself Janani Digital marketing consultant located in coimbatore I offer all kinds of digital marketing services for your business requirements such as SEO SMO SMM SMO CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Janani Digital Marketer
Coimbatore,Tamilnadu.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
2. 2
SURVEY TERM DEFINITIONS
Content marketing: 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.
Success: Achieving your organization’s
desired/targeted results.
TABLE OF CONTENTS
m INTRODUCTION...............................................................3
m KEY FINDINGS..................................................................8
m MATURITY & STRATEGY....................................................9
m TEAM STRUCTURE & OUTSOURCING..............................14
m CONTENT CREATION & DISTRIBUTION...........................19
m METRICS, GOALS & OVERALL SUCCESS..........................28
m BUDGETS & SPENDING...................................................32
m INSIGHTS FOR 2021........................................................36
m METHODOLOGY..............................................................40
m ABOUT...........................................................................41
LISA MURTON BEETS
Research Director/Report Author, CMI
STEPHANIE STAHL
General Manager, CMI
ROBERT ROSE
Chief Strategy Advisor, CMI
KIM MOUTSOS
VP Content, CMI
CATHY McPHILLIPS
VP Marketing, CMI
JOSEPH “JK” KALINOWSKI
Creative Director, CMI
2
3. 3
INTRODUCTION
Like everyone else, manufacturing marketers are
moving through an arduous year. While they
report growing in content marketing maturity, most
had to make quick changes when the pandemic hit.
As this annual report shows, 70% of those surveyed
changed their targeting/messaging strategy in
response to the pandemic. More than half adjusted
their editorial calendar (60%), put more resources
toward social media/online communities (57%),
and changed their content distribution/promotion
strategy (51%). Nearly all (91%) expect some of the
changes to stay in effect for the foreseeable future.
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70% of manufacturing marketers
surveyed changed their targeting/
messaging strategy in response to
the pandemic.
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Most rely on small teams
Most respondents reported that their company has
a small or one-person marketing/content marketing
team serving the entire organization (60%). Not
surprisingly then, 61% outsource at least one content
marketing activity — most often content creation.
•••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••
Among manufacturing marketers who
outsource, 61% say it’s a challenge to find
partners with adequate topic expertise.
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Among those who outsource, their top reported
challenge is finding partners with adequate topic
expertise (61%). About half report budget issues
(53%) and lack of clear return on investment (ROI)
metrics (51%).
The importance of digital
The top three types of content that manufacturing
marketers use for content marketing purposes are
email newsletters (81%), blog posts/short articles
(79%), and videos (79%).
3
4. 4
INTRODUCTION
Email continues to be an effective way to reach
engineers, according to the 2020 Smart Marketing for
Engineers report produced by TREW Marketing and
GlobalSpec. According to that study, “two-thirds of
engineers subscribe to at least three newsletters, with
18% subscribing to six or more.” The study also found
that 43% of respondents open most or all newsletters
and either read every one or at least scan for content;
another one-third of respondents scan subject lines
and open the ones that intrigue them.”
Not surprisingly, many manufacturing respondents
reported an uptick in virtual offerings. Those now
using “virtual events/webinars/online courses”
increased to 55% from 39% the previous year.
•••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••
The percentage of manufacturing
marketers surveyed who use virtual
events/webinars/online courses
increased to 55% from 39% one year ago.
•••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••
The Thomas Industrial Survey, May/June 2020
Report, concurs that webinars are becoming more
important to industrial professionals. In that study,
35% of respondents indicated that “webinars/
virtual events were important avenues to reach
new customers after the pandemic began versus
15% before the pandemic began.”
Indeed, when we asked respondents which content
types — among all they had used in the previous
12 months — produced the best overall content
marketing results for their organization, videos came
in at the top, followed by virtual events/webinars/
online courses, and email newsletters.
Regarding videos, more than half the engineers/
technical professionals surveyed for the 2020 Smart
Marketing for Engineers report indicated they spend
at least one hour per week watching videos for work
(those under 35 and those in the 36 to 45 age ranges
reported spending the most time watching videos). It
will be interesting to see if those video-viewing hours
increase as the pandemic rages on.
4
5. 5
INTRODUCTION
Regarding content distribution channels, LinkedIn
continues to be the organic social media platform
that manufacturing marketers use the most (87%).
In addition, 82% used paid channels to distribute
content in the last 12 months, indicating social
media advertising/promoted posts as the top
paid method (79%), followed by search engine
marketing (SEM)/pay-per-click (70%). This finding
also aligns with the Thomas Industrial Survey, May/
June 2020 Report, mentioned earlier, in which 45%
of respondents said “digital advertising (e.g., search
and social media) was an important avenue to reach
new customers after the pandemic began vs. 31%
before the pandemic began.”
•••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••
LinkedIn continues to be the
social media platform manufacturing
marketers use most often — and the
one they say produces the best overall
content marketing results for
their organization.
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With so much virtual competition now, we
wondered how many respondents’ organizations
have established online communities — places
where prospects and customers can network and
share ideas. Twenty-six percent of manufacturing
respondents said yes, they have. Twenty-eight
percent said they are likely to within the next 12
months, and 49% said they are unlikely to.
Marketers continue to build trust,
loyalty, subscribers
Seventy-eight percent of those surveyed use metrics
to measure content performance. Website traffic
(87%) and website engagement (82%) are the top two
metrics they use.
Manufacturing marketers continue to report success
with using content marketing to reach numerous
business goals. Examples include:
Build credibility/trust increased to 74% from 66%
the previous year.
Build loyalty with existing clients/customers
increased to 65% from 51%.
Build a subscribed audience increased to 45% from 32%.
5
6. 6
INTRODUCTION
•••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••
65% of manufacturing marketers
surveyed use content marketing
successfully to build loyalty with
existing clients/customers — up from
51% one year ago.
•••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••
Most respondents said they went into 2020 with
a content marketing budget. However, 31%
reported that as midpoint 2020 approached, their
organization had decreased content marketing
spending. Around half (52%) had made no changes
in spending.
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Most manufacturing marketers surveyed
expected their content marketing
spending to stay flat for the rest of 2020.
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One in four respondents thought their manufacturing
organization would spend more on content
marketing in H2 2020 than they did in H1 2020. The
majority, however, expected their content marketing
spending to stay flat for the rest of 2020.
Looking forward
Regarding their overall success with content
marketing over the last 12 months, 30% report their
organization has been extremely/very successful,
with another 61% indicating moderate success.
Sixty-nine percent think the pandemic will have
a major or moderate long-term impact on their
organization’s overall content marketing success.
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69% of manufacturing marketers
surveyed think the pandemic will have a
major or moderate long-term impact on
their organization’s overall content
marketing success.
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Content creation and website enhancements appear
to be top-of-mind for 2021: Three out of four predict
their organizations will prioritize both.
6
7. 7
INTRODUCTION
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The top two predicted areas of
content marketing investment in 2021
among manufacturing respondents
are content creation (76%) and
website enhancements (73%).
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When we asked respondents, “What do you think
your organization’s biggest content marketing
challenges will be during the next 12 months?” many
noted content creation in general, as well as getting
and keeping their audience’s attention.
“Becoming heard in the ever-growing sea of
voices now shifting online is an issue,” one
manufacturing marketer said. “Companies still
stuck on traditional marketing tactics will see
the value in digital and shift their dollars/focus,
making it more crowded. We will need clever
strategies to stand out in the crowd.”
“We’re gauging what messages will be positively
received by our audience due to the lingering effects
of the pandemic,” another respondent added. “We
will need to temper messages based on how the
global economy recovers.”
7
8. 8
KEY FINDINGS
Manufacturing organizations
are growing in content
marketing maturity.
Thirty-nine percent of
respondents indicate their
manufacturing organization is in
the sophisticated/mature phase
of content marketing maturity,
compared with 29% last year.
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Most manufacturing marketers
adjusted their messaging when
the pandemic hit.
Seventy percent of respondents
changed their messaging/
targeting strategy in response
to the pandemic. Far fewer took
actions such as revisiting customer
personas (19%) and changing their
content marketing metrics (13%).
With in-person events on hold,
there is a rise in the use of digital
content.
The percentage of respondents
using virtual events/webinars/
online courses increased to
55% from 39% last year. In-person
events decreased to 38% from
65%.
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A focus on content creation
and website enhancements
is expected for 2021.
Seventy-six percent of respondents
think their manufacturing
organization will invest in content
creation in 2021. They also expect
to see investment in website
enhancements (73%).
Manufacturing marketers use
content to build trust, loyalty,
subscribers.
Three out of four respondents
(74%) say they have used content
marketing successfully to build
credibility/trust in the last 12
months — up from 66% last year.
Those using it to build loyalty with
existing clients/customers increased
to 65% from 51% last year. Forty-
five percent report using it to build
a subscribed audience versus 32%
last year.
10. 10
MATURITY & STRATEGY
39% of respondents indicate their manufacturing organization is in the sophisticated/mature phase of content
marketing maturity, compared with 29% last year.
SOPHISTICATED
Providing accurate measurement to the business, scaling
across the organization
MATURE
Finding success, yet challenged with integration across
the organization
ADOLESCENT
Possessing a business case, seeing early success,
becoming more sophisticated with measurement and
scaling
YOUNG
Experiencing growing pains, challenged with creating a
cohesive strategy and a measurement plan
FIRST STEPS
Doing some aspects of content, but have not yet begun to
make content marketing a process
Base: Manufacturing content marketers.
Manufacturing Content Marketing Benchmarks, Insights for 2021. Content Marketing Institute/MarketingProfs, July 2020.
How Manufacturing Marketers Rate Their
Organization’s Content Marketing Maturity Level
6%6%
35%
19%
33%
■ Sophisticated
■ Mature
■ Adolescent
■ Young
■ First Steps
11. 11
MATURITY & STRATEGY
39% of manufacturing marketers report that their organization has a documented content marketing strategy, which
is nearly the same as last year (41%), but up from 21% two years ago.
68% report their organization made major or moderate adjustments to their content marketing strategy in
response to the pandemic.
Many (49%) describe the adjustments as both short- and long-term.
Percentage of Manufacturing Marketers
With a Content Marketing Strategy
16%
39%
5%
40%
■ Yes, and it is documented
■ Yes, but it is not documented
■ No, but plan to within 12 months
■ No, with no plans
Base: Manufacturing content marketers.
Manufacturing Content Marketing Benchmarks,
Insights for 2021. Content Marketing Institute/MarketingProfs,
July 2020.
Nature of Adjustments Made
to Manufacturing Content Marketing
Strategy as a Result of Pandemic
33%
49%
10%
8%
■ Short-term adjustments
■ Long-term adjustments
■ Both short- and long-term adjustments
■ Unsure
Base: Manufacturing content marketers whose organizations
adjusted their strategy in response to the pandemic.
Manufacturing Content Marketing Benchmarks, Insights for
2021. Content Marketing Institute/MarketingProfs, July 2020.
Impact of Pandemic on
Manufacturing Content Marketing Strategy
26%
23%
6%
45%
■ Major
■ Moderate
■ Slight
■ None
Base: Manufacturing content marketers whose
organizations have a content marketing strategy.
Manufacturing Content Marketing Benchmarks,
Insights for 2021. Content Marketing Institute/MarketingProfs,
July 2020.
12. 12
MATURITY & STRATEGY
Most manufacturing marketers surveyed agree their organization made quick and effective pandemic-related changes
and expect the changes to stay in effect for the foreseeable future.
Base: Manufacturing content marketers who answered each statement.
Manufacturing Content Marketing Benchmarks, Insights for 2021. Content Marketing Institute/MarketingProfs, July 2020.
Our organization made quick changes
due to the pandemic.
Our organization made effective changes
due to the pandemic.
We expect some of the changes we made to
stay in effect for the foreseeable future.
0 20 40 60 80 100
■ Strongly agree ■ Somewhat agree ■ Neither agree nor disagree
■ Somewhat disagree ■ Strongly disagree
45%
31%
40% 51%
44% 16%
39% 10%
9%
7%
5% 1%
1%
1%
1%
Manufacturing Marketers’ Opinions About Changes Their Organization
Made to Content Marketing in Response to Pandemic
13. 13
MATURITY & STRATEGY
70% of manufacturing respondents changed their messaging/targeting strategy in response to the pandemic. Far
fewer took actions such as revisiting customer personas (19%) and changing their content marketing metrics (13%).
Content Marketing Changes Manufacturing Organizations
Made in Response to the Pandemic
70%
60%
57%
51%
36%
25%
23%
19%
19%
15%
13%
0 20 40 60 80
Changed targeting/messaging strategy
Adjusted editorial calendar
Put more resources toward social media/online communities
Changed content distribution/ promotion strategy
Changed website
Increased time spent talking with customers
Reexamined customer journey
Adjusted key performance indicators (KPIs)
Revisited customer/buyer personas
Changed our products/services
Changed content marketing metrics
(e.g., set up new analytics/dashboards)
Base: Manufacturing content marketers whose organizations made at least one of the changes shown on the aided list. Multiple responses permitted. Six percent indicated none of the above.
Manufacturing Content Marketing Benchmarks, Insights for 2021. Content Marketing Institute/MarketingProfs, July 2020.
15. 15
TEAM STRUCTURE & OUTSOURCING
Most manufacturing respondents have small teams serving the entire organization.
Size of Manufacturing Content Marketing
Team Compared With 12 Months Ago
23%
67%
10%
■ Increased
■ Stayed the same
■ Decreased
Manufacturing Organizations’
Content Marketing Team Structure
5%
20%
60%
15%
■ We have a small (or one-person) marketing/content
marketing team serving the entire organization.
■ We have a centralized marketing group that works
with multiple brands/products/departments
throughout the organization.
■ Both — We have a centralized group and individual
teams throughout the organization.
■ Each brand/product/department has its own
content marketing team.
Base: Manufacturing content marketers.
Manufacturing Content Marketing Benchmarks, Insights for 2021.
Content Marketing Institute/MarketingProfs, July 2020.
Base: Manufacturing content marketers.
Manufacturing Content Marketing Benchmarks, Insights for 2021.
Content Marketing Institute/MarketingProfs, July 2020.
16. 16
TEAM STRUCTURE & OUTSOURCING
90% of respondents indicate their manufacturing organization has five or fewer full-time employees dedicated
to content marketing.
Manufacturing Organizations’ Content Marketing Team Size
(Full Time/Dedicated to Content Marketing)
39%
36%
5%
4%
16%
■ 11+
■ 6-10
■ 2-5
■ 1
■ 0 (no one is full-time, dedicated)
Base: Manufacturing content marketers.
Manufacturing Content Marketing Benchmarks, Insights for 2021.
Content Marketing Institute/MarketingProfs, July 2020.
17. 17
TEAM STRUCTURE & OUTSOURCING
61% of manufacturing marketers indicate their organization outsources at least one content marketing activity.
Content creation is the activity outsourced most often.
Does Your Manufacturing
Organization Outsource Any
Content Marketing Activities?
61%39%
■ Yes
■ No
Content Marketing Activities Manufacturing
Organizations Outsource
80%
41%
29%
24%
18%
18%
6%
0 20 40 60 80
Content creation
Content distribution
Editorial planning
Content technology
Content strategy
Measurement
Other
Base: Manufacturing content marketers.
Manufacturing Content Marketing Benchmarks, Insights for 2021.
Content Marketing Institute/MarketingProfs, July 2020.
Base: Manufacturing content marketers whose organizations outsource at least one content marketing
activity. Aided list; multiple responses permitted.
Manufacturing Content Marketing Benchmarks, Insights for 2021. Content Marketing Institute/
MarketingProfs, July 2020.
18. 18
TEAM STRUCTURE & OUTSOURCING
Manufacturing marketers who outsource at least one content marketing activity say their biggest challenge is finding
partners with adequate topic expertise (61%).
Top 5 Challenges Manufacturers Face
When Seeking Outsourced Content Marketing Help
61%
53%
51%
36%
34%
26%
25%
10%
7%
0 20 40 60 80
Finding partners with adequate topic expertise
Budget issues
Lack of clear return on investment (ROI) metrics
Finding partners who can provide adequate strategic advice
Finding partners who understand/are able to
empathize with our audience
Lack of comprehensive solutions from one partner
Lack of integration with our organization’s process/tools
Finding partners who consistently deliver on time
Other
Base: Manufacturing content marketers whose organizations outsource at least one content marketing activity. Aided list; up to five responses permitted.
Manufacturing Content Marketing Benchmarks, Insights for 2021. Content Marketing Institute/MarketingProfs, July 2020.
20. 20
CONTENT CREATION & DISTRIBUTION
The top four reported technologies that manufacturing organizations use to assist with content marketing are
analytics tools (86%), social media publishing/analytics (82%), email marketing software (77%), and customer
relationship management (CRM) systems (62%).
Technologies Manufacturing Organizations
Use to Assist With Content Marketing
86%
82%
77%
62%
47%
46%
35%
24%
16%
4%
0 20 40 60 80 100
Analytics tools (e.g., web analytics, dashboards)
Social media publishing/analytics
Email marketing software
Customer relationship management (CRM) system
Content creation/collaboration/workflow
Content management system (CMS)
Marketing automation system (MAS)
Content distribution platform
Content performance/recommendation analytics
Other
Base: Manufacturing content marketers. Aided list; multiple responses permitted.
Manufacturing Content Marketing Benchmarks, Insights for 2021. Content Marketing Institute/MarketingProfs, July 2020.
21. 21
CONTENT CREATION & DISTRIBUTION
80% of manufacturing marketers report using keyword research tools for search engine optimization (SEO) during the
content creation process, while only 19% report using fact-checking procedures/tools.
Editorial Tools Manufacturing Marketers Use While Creating Content
80%
68%
55%
46%
41%
40%
19%
3%
0 20 40 60 80
Keyword research for search engine optimization (SEO)
Editorial calendar
Shared docs to collect/track ideas (e.g., Google Docs, Excel)
Personas (e.g., buyer, customer, audience)
Writing readability tools (e.g., Grammarly, Hemingway Editor)
Ideation/collaboration/ project management platforms
Fact-checking procedures/tools
Other
Base: Manufacturing content marketers. Aided list; multiple responses permitted.
Manufacturing Content Marketing Benchmarks, Insights for 2021. Content Marketing Institute/MarketingProfs, July 2020.
22. 22
CONTENT CREATION & DISTRIBUTION
The top three reported types of content that manufacturing marketers use are email newsletters (81%),
blog posts/short articles (79%), and videos (pre-produced) (79%). Notable differences from last year:
Infographics increased to 66% from 59%.
Virtual events/webinars/online courses increased to 55% from 39%.
In-person events decreased to 38% from 65%.
Other content types
used in last 12 months:
Long-form text (e.g., articles
3,000+ words) (22%); videos
(livestreaming content)
(17%); research reports (16%);
podcasts (15%); print books
(6%); and other (6%).
Of all the content types they
use, manufacturing marketers
said videos (pre-produced)
(21%), virtual events/
webinars/online courses
(19%), and email newsletters
(13%) produced the best
overall content marketing
results for their organization in
the last 12 months.
Content Types Manufacturing Marketers Used in Last 12 Months
81%
79%
79%
66%
65%
55%
38%
37%
35%
31%
30%
0 20 40 60 80 100
Email newsletters
Blog posts/short articles
Videos (pre-produced)
Infographics/charts/photos
Case studies
Virtual events/webinars/online courses
In-person events
White papers
Print magazines
Digital magazines
Ebooks/guides
Base: Manufacturing content marketers. Aided list; multiple responses permitted.
Manufacturing Content Marketing Benchmarks, Insights for 2021. Content Marketing Institute/MarketingProfs, July 2020.
23. 23
CONTENT CREATION & DISTRIBUTION
26% of manufacturing marketers indicate their organization has established an online community. Among those who
have not, 28% say they are likely to within the next 12 months, while another 49% say they are unlikely to.
Has Your Manufacturing
Organization Established
an Online Community?
26%
74%
■ Yes
■ No
Base: Manufacturing content marketers.
Manufacturing Content Marketing Benchmarks, Insights for 2021.
Content Marketing Institute/MarketingProfs, July 2020.
Base: Manufacturing content marketers whose organizations have not established an online community.
Manufacturing Content Marketing Benchmarks, Insights for 2021. Content Marketing Institute/
MarketingProfs, July 2020.
How Likely Is Your Manufacturing
Organization to Establish an
Online Community in the Next 12 Months?
30%
22%
10% 6%
19%
13%
■ Extremely likely
■ Somewhat likely
■ Neither likely nor unlikely
■ Somewhat unlikely
■ Extremely unlikely
■ Unsure
24. 24
CONTENT CREATION & DISTRIBUTION
The top three reported organic content distribution channels that manufacturing marketers use are social media
platforms (93%), email (86%), and their organization’s website/blog (76%).
Organic Content Distribution Channels
Manufacturing Marketers Used in Last 12 Months
93%
86%
76%
36%
36%
32%
22%
13%
11%
5%
1%
0 20 40 60 80 100
Social media platforms
Email
Their organization’s website/blog
Speaking/presenting at in-person events
Speaking/presenting at virtual events
Guest posts/articles in third-party publications
Media/influencer relations
Guest spots (e.g., podcasts, live videos)
Collaborative social spaces (e.g., Slack, Teams)
Listening platforms (e.g., Audible, Spotify, Apple Podcasts)
Other
Base: Manufacturing content marketers. Aided list; multiple responses permitted.
Manufacturing Content Marketing Benchmarks, Insights for 2021. Content Marketing Institute/MarketingProfs, July 2020.
25. 25
CONTENT CREATION & DISTRIBUTION
87% of manufacturing marketers indicate their organization uses LinkedIn for content marketing purposes.
Other organic social media
platforms used in last 12
months: Pinterest (14%);
Medium (3%); Snapchat (3%);
TikTok (2%); Quora (1%); Reddit
(1%); and Other (4%).
Organic Social Media Platforms Manufacturing
Content Marketers Used in Last 12 Months
87%
82%
80%
75%
59%
0 20 40 60 80 100
LinkedIn
Facebook
YouTube
Twitter
Instagram
Base: Manufacturing content marketers whose organizations used organic social media platforms to distribute content in the last 12 months.
Aided list; multiple responses permitted.
Manufacturing Content Marketing Benchmarks, Insights for 2021. Content Marketing Institute/MarketingProfs, July 2020.
26. 26
CONTENT CREATION & DISTRIBUTION
82% of manufacturing marketers used paid channels to distribute content in the last 12 months. Of that group,
79% used social media advertising/promoted posts.
Did Your Organization Use Any
Paid Content Distribution Channels
for Content Marketing Purposes
in the Last 12 Months?
82%
18%
■ Yes
■ No
Base: Manufacturing content marketers.
Manufacturing Content Marketing Benchmarks, Insights for 2021.
Content Marketing Institute/MarketingProfs, July 2020.
Base: Manufacturing content marketers whose organizations used paid content
distribution channels in the last 12 months. Aided list; multiple responses permitted.
Manufacturing Content Marketing Benchmarks, Insights for 2021.
Content Marketing Institute/MarketingProfs, July 2020.
Of all the paid distribution channels they use, manufacturing marketers said search engine marketing (SEM)/pay-per-click (36%), and social
media advertising/promoted posts (29%) produced the best overaall content marketing results for their organization in the last 12 months.
Paid Content Distribution Channels
Manufacturing Marketers Used in Last 12 Months
79%
70%
59%
57%
38%
38%
1%
0 20 40 60 80
Social media advertising/promoted posts
Search engine marketing (SEM)/pay-per-click
Banner ads promoting content
Sponsorships (e.g., events, booths, workshops)
Native advertising/sponsored content
(not including social media platforms)
Partner emails promoting content
Other
27. 27
Of the manufacturing marketers who use paid advertising on social media, the two platforms they use most often are
Facebook (79%) and LinkedIn (60%).
Other paid social media
platforms used in last 12
months: Pinterest (3%);
Reddit (1%); Quora (0%);
Snapchat (0%); TikTok (0%);
and Other (4%).
Paid Social Media Platforms Manufacturing
Content Marketers Used in Last 12 Months
79%
60%
43%
24%
21%
0 20 40 60 80 100
Facebook
LinkedIn
Instagram
YouTube
Twitter
Base: Manufacturing content marketers whose organizations used paid social media platforms to distribute content in the last 12 months. Aided list; multiple responses permitted.
Manufacturing Content Marketing Benchmarks, Insights for 2021. Content Marketing Institute/MarketingProfs, July 2020.
CONTENT CREATION & DISTRIBUTION
29. 29
METRICS, GOALS & OVERALL SUCCESS
78% of manufacturing marketers report that their organization uses metrics to measure content performance.
Website traffic (92%) is the metric they use most often.
Does Your Manufacturing
Organization Use Metrics to
Measure Content Performance?
78%
17%
5%
■ Yes
■ No
■ Unsure
Base: Manufacturing content marketers.
Manufacturing Content Marketing Benchmarks, Insights for 2021.
Content Marketing Institute/MarketingProfs, July 2020.
Base: Manufacturing content marketers whose organizations use metrics to measure content
performance. Aided list; multiple responses permitted.
Manufacturing Content Marketing Benchmarks, Insights for 2021. Content Marketing Institute/
MarketingProfs, July 2020.
Metrics Manufacturing Organizations Tracked to
Measure Content Performance in Last 12 Months
92%
87%
82%
80%
77%
55%
53%
40%
39%
29%
1%
0 20 40 60 80 100
Website traffic (e.g., page views, backlinks)
Website engagement (e.g., time spent,
bounce rate, form completions)
Email engagement
(e.g., opens, clicks, downloads)
Social media analytics
(e.g., time spent, views, shares)
Conversions (e.g., traffic to
subscribers, leads to sales)
Email subscriber numbers
(e.g., growth, unsubscribes)
Search rankings
Marketing qualified lead metrics
(e.g., MQLs, SQLs)
PR mentions/media coverage
Cost to acquire a lead, subscriber,
and/or customer
Other
30. 30
METRICS, GOALS & OVERALL SUCCESS
Manufacturing marketers continue to report using content marketing successfully to reach numerous goals.
Notable increases from last year:
Build credibility/trust increased to 74% from 66%.
Build loyalty with existing clients/customers increased to 65% from 51%.
Build a subscribed audience increased to 45% from 32%.
All Respondents
As Reported
One Year Ago*
As Reported
Two Years Ago**
Create brand awareness 86% 85% 79%
Educate audience(s) 75% 76% 69%
Build credibility/trust 74% 66% 60%
Generate demand/leads 67% 63% 66%
Build loyalty with existing clients/customers 65% 51% 55%
Support the launch of a new product 61% 63% 55%
Nurture subscribers/audiences/leads 50% 48% 47%
Generate sales/revenue 49% 48% 40%
Build a subscribed audience 45% 32% 29%
Drive attendance to one or more in-person or virtual events 43% 44% 44%
Goals Manufacturing Marketers Have Achieved by Using
Content Marketing Successfully in Last 12 Months
*See Manufacturing Content Marketing 2020: Benchmarks, Budgets, and Trends **See Manufacturing Content Marketing 2019: Benchmarks, Budgets, and Trends
Base: Manufacturing content marketers. Aided list; multiple responses permitted.
Manufacturing Content Marketing Benchmarks, Insights for 2021. Content Marketing Institute/MarketingProfs, July 2020.
31. 31
METRICS, GOALS & OVERALL SUCCESS
30% of manufacturing marketers surveyed say their organization was extremely or very successful with content
marketing in the last 12 months.
Note: None of the respondents indicated their organization was “not at all successful.”
Base: Manufacturing content marketers.
Manufacturing Content Marketing Benchmarks, Insights for 2021. Content Marketing Institute/MarketingProfs, July 2020.
How Manufacturing Marketers Rate
Their Organization’s Overall Level of
Content Marketing Success in Last 12 Months
25%
61%
10% 5%
■ Extremely successful
■ Very successful
■ Moderately successful
■ Minimally successful
33. 33
BUDGETS & SPENDING
Most respondents went into 2020 with a content marketing budget. As 2020 progressed toward the midpoint, some
manufacturing respondents decreased their content marketing spending (31%), but around half (52%) made no
changes in their spending.
Base: Manufacturing content marketers.
Manufacturing Content Marketing Benchmarks, Insights for 2021. Content Marketing Institute/
MarketingProfs, July 2020.
Base: Manufacturing content marketers.
Manufacturing Content Marketing Benchmarks, Insights for 2021. Content Marketing Institute/
MarketingProfs, July 2020.
2020 Annual Budget for Manufacturing
Content Marketing: Pre-Pandemic (Average)
24%
46%3%
1%
2%
24%
■ Less than $100,000
■ $100,000 to under $500,000
■ $500,000 to under $750,000
■ $750,000 to under $1,000,000
■ $1,000,000 or more
■ We didn’t have a content marketing
budget established for 2020
Note: The question read: “Prior to the pandemic, approximately how much
had your organization budgeted for 2020 content marketing (not including
salaries), in U.S. dollars?”
Change in Manufacturing
Content Marketing Spending in
H1 2020 in Response to Pandemic
52%
31%
17% ■ No change in our spending
on content marketing
■ Decreased our spending
on content marketing
■ Increased our spending on
content marketing
34. 34
One in four respondents thought their manufacturing organization would spend more on content marketing in H2
2020 than it did in H1 2020. The majority, however, expected spending to stay flat for the rest of 2020.
Manufacturing Marketers’ Estimated Change
in Content Marketing Spending
H2 2020 vs. H1 2020
Q4 2020 vs. Q3 2020
Q3 2020 vs. H1 2020
n Increase n Stay the same n Decrease
0 20 40 60 80 100
25%
19%
19% 66% 15%
70% 11%
60% 15%
Base: Manufacturing content marketers.
Manufacturing Content Marketing Benchmarks, Insights for 2021. Content Marketing Institute/
MarketingProfs, July 2020.
BUDGETS & SPENDING
35. 35
45% said their manufacturing organization had shifted traditional paid advertising dollars to content marketing
in the last 12 months.
Base: Manufacturing content marketers.
Manufacturing Content Marketing Benchmarks, Insights for 2021. Content Marketing Institute/MarketingProfs, July 2020.
Did Your Manufacturing Organization
Shift Paid Advertising Dollars to
Content Marketing in the Last 12 Months?
45%
26%
23%
6%
■ Yes
■ No
■ Unsure
■ We haven’t spent on traditional
advertising in the last 12 months
BUDGETS & SPENDING
37. 37
INSIGHTS FOR 2021
At the time of the survey, 69% felt the pandemic would have a major or moderate long-term impact on their
organization’s overall content marketing success.
Base: Manufacturing content marketers.
Manufacturing Content Marketing Benchmarks, Insights for 2021. Content Marketing Institute/MarketingProfs, July 2020.
Long-Term Impact Manufacturing Marketers
Think Pandemic Will Have on Their Organization’s
Content Marketing Success
57%
23%
12%6%
2%
■ Major
■ Moderate
■ Slight
■ None
■ Unsure
38. 38
INSIGHTS FOR 2021
Manufacturing respondents predict the top content marketing areas their organizations will invest in during 2021 are
content creation (76%) and website enhancements (73%).
Top 5 Areas of Content Marketing Manufacturing Marketers
Think Their Organization Will Invest in During 2021
76%
73%
47%
44%
42%
39%
37%
29%
27%
20%
11%
2%
0 20 40 60 80
Content creation
Website enhancements
Social media management/community building
Customer experience
Events (digital, in-person, hybrid)
Content distribution – organic/nonpaid
Content distribution – paid
Getting to know audiences better
(e.g., personas, social listening, research)
Content marketing-related technologies
Earned media (PR/media/influencer relations)
Staffing/human resources
Other
Base: Manufacturing content marketers. Aided list; maximum of five responses permitted.
Manufacturing Content Marketing Benchmarks, Insights for 2021. Content Marketing Institute/MarketingProfs, July 2020.
39. 39
INSIGHTS FOR 2021
39
Assess what worked
and what didn’t in 2020.
The current environment
makes developing a 2021
content marketing plan
difficult. “Start by looking
at all the things that
evolved this year that you
want to keep, change,
or stop doing. Then ask
yourself how you might
want to change to prepare
for whatever comes next,”
says Robert Rose, CMI’s
chief strategy advisor.
Continue to build
relationships online
while in-person events
are limited.
With more people working
from home, email is an
ideal way to communicate.
Webinars, videos,
networking on LinkedIn,
and participating in online
communities all present
effective opportunities to
connect.
Focus on content
operations.
It’s not enough to just
create powerful content.
Content marketers
also need to know how
content operations work
at scale. That means
taking advantage of
technology, having a
content governance
process, and knowing how
to structure content so it
can be reused, repackaged,
and leveraged across the
organization.
Develop an audience
data plan.
Customer data privacy
will only become a more
important topic as the
months go by. It’s crucial to
build trusting relationships
with prospects, customers,
and business partners
who willingly give you
their data. Ensure that you
have processes in place for
protecting that data.
TAKE ACTION NOW
40. 40
METHODOLOGY & DEMOGRAPHICS
This report was produced by Content Marketing Institute (CMI) and sponsored by GlobalSpec.
The results are from CMI/MarketingProfs 11th Annual Content Marketing Survey. The online survey was emailed to a sample of marketers using lists from CMI and MarketingProfs.
A total of 1,707 recipients from around the globe — representing a full range of industries, functional areas, and company sizes — replied to the survey during July 2020.
This report presents the findings from the 110 respondents who indicated:
Their organization is a for-profit manufacturing company (85% indicated B2B and 15% indicated B2C, with the majority based in North America).
Their organization has used content marketing for at least one year.
They are a content marketer, involved with the content marketing function, and/or someone to whom content marketing reports.
Note: This report contains comparisons with findings from the 10th annual survey — reported on in Manufacturing Content Marketing 2020: Benchmarks, Budgets, and Trends — in instances where we
observed notable year-over-year differences.
Find all CMI research at contentmarketinginstitute.com/research. Special thanks to MarketingProfs for their assistance with the annual survey and the B2B and B2C reports.
Size of Manufacturing Company
(by Employees)
Manufacturing
Job Function
■ Small (10-99 employees)
■ Micro(fewerthan10employees)
■ Medium (100-999 employees)
■ Large (1,000+ employees)
■ Marketing management
■ Content creation/content management
■ Marketing operations
■ Senior leadership (e.g., CEO, owner, CMO, VP, GM)
■ Advertising/PR/communications
■ Sales/business management
■ Other
19%
2%
43%
36%
48%
17%
11%
7%
6%
5%
6%
41. 41
Thanks to all the survey participants who made this research possible and to everyone who helps disseminate
these findings throughout the content marketing industry.
About Content Marketing Institute
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 fall in Cleveland, Ohio, and ContentTECH Summit event is held every spring in San Diego, California.
CMI publishes Chief Content Officer for executives and provides strategic consulting and content marketing research for some of the best-
known brands in the world. Content Marketing Institute is organized by Informa Connect. Learn more at ContentMarketingInstitute.com.
About Informa Connect
Informa Connect is a specialist in content-driven events and digital communities that allow professionals to meet, connect, learn, and
share knowledge. We operate major branded events in Marketing, Global Finance, Life Sciences and Pharma, Construction & Real Estate,
and in a number of other specialist markets and connect communities online year-round.
About GlobalSpec
GlobalSpec is a provider of data-driven industrial marketing solutions designed to help companies promote their products and grow their
businesses.
Our audience of engineers and technical professionals relies on the GlobalSpec family of brands as a trusted resource for content,
community, and engagement at all stages of the research, design, and purchasing process.
Our clients count on us to deliver deep industry intelligence, customized marketing programs, and measurable campaign performance.
For more information about GlobalSpec, visit www.globalspec.com/advertising.
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