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B2B Content Marketing:
2013 Benchmarks, Budgets, and Trends–North America
SponSored by
2
SponSored by
Overview: The State of B2B Content Marketing IN NORTH AMERICA
More. If one word could describe content marketing at the end of 2012, that would be it. According to the latest findings
from the Content Marketing Institute and MarketingProfs, B2B marketers are spending more, using more tactics, and
distributing their content on more social networks than they have in years past. Unfortunately, there is also more uncertainty.
B2B marketers are more uncertain whether they are using various content marketing tactics effectively.
	 On average, B2B marketers are spending 33% of their marketing budgets on content marketing, which is up from
		 26% last year. 54% plan on increasing content marketing spending next year.
	 All content tactics are being used more frequently, with research reports, videos, and mobile content seeing the
		 largest increases.
	 On average, B2B marketers are using 5 social distribution channels, the most popular being LinkedIn (Twitter was the 		
		 most popular the previous 2 years).
This year, B2B marketers are most challenged with producing enough content, which is different from years past, when the top
challenge was producing engaging content.
We applaud you for doing more and trying new tactics, although we must say we are pretty sure that throwing more content
at customers is not the answer. But it’s all part of the progress we are making as we evolve from marketing departments into
what are starting to look like B2B publishing departments.
On with the content marketing revolution...
Ann Handley
Chief Content Officer
MarketingProfs
Joe Pulizzi
Founder & Executive Director
Content Marketing Institute
3
SponSored by
Percentage of B2B Respondents
Using Content Marketing
91%
use content
marketing
9%
do not
use content
marketing
2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
91% of B2B marketers use content marketing.
4
SponSored by
B2B marketers use an average of 12 content
marketing tactics.
	In general, the larger the company,
		 the	more tactics used. Companies
		 with 10,000 or more employees use
		 an average of 18 tactics, while the
		 smallest companies use an average
		of 11.
AverageNumberof Tactics
B2B Marketers Use
11%
14%
19%
28%
0 10 20 30 40
7%
20+Tactics
16-19Tactics
13-15Tactics
20%
10-12Tactics
5-9Tactics
1-4Tactics Average: 12
2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
5
SponSored by
B2B Content Marketing Usage
(by Tactic)
0
20
40
60
80
100
Social
Media
–
Other
than
Blogs
Articles
on
Your
Website
eNewsletters
Blogs
Case
Studies
Videos
Articles
on
Other
Websites
In-person
Events
White
Papers
Webinars/Webcasts
Research
Reports
Microsites
Infographics
Branded
Content
Tools
Mobile
Content
eBooks
Print
Magazines
Books
Virtual
Conferences
Podcasts
Mobile
Apps
Digital
Magazines
Print
Newsletters
Annual
Reports
Licensed/Syndicated
Content
Games/Gamification
87%
83%
77%
78%
70%70%
69%
61%
59%
44%
40%
38% 38%
33%
32%
31%
29%
28%
27%
26%
26%
25%
24%
20%
11%
71%
	 Social media is now the most popular
		 content marketing tactic, knocking
		 articles out of the number one spot.
	 The use of all tactics has risen across
		 the board, with one exception: Print 			
		 magazine use has stayed the same at 31%.
2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
6
SponSored by
The biggest jumps in tactics have
been in the use of:
 	Research Reports
 	Videos
 	Mobile Content
 	Virtual Conferences
2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
The use of certain B2B content marketing tactics
has risen greatly.
7
SponSored by
Confidence Gap
Effectiveness Ratings of Tactics Among B2B Users
67% 33%
36%
39%
41%
42%
42%
43%
43%
45%
47%
50%
50%
64%
61%
59%
58%
58%
57%
57%
55%
53%
50%
50%
BelieveIt’sEffective BelieveIt’sLessEffective
100 90 80 70 60 50 40 30 20 10 10 20 30 40 50 60 70 80 90 100
In-personEvents
CaseStudies
Webinars/Webcasts
Blogs
Videos
eNewsletters
ResearchReports
WhitePapers
eBooks
Microsites
ArticlesonYourWebsite
ArticlesonOtherWebsites
	 B2B marketers continue to rate in-person 		
	 events as the most effective tactic they use.
	 Case studies have inched slightly past
	 webinars/webcasts in terms of effectiveness, 	
	 while blogs have inched slightly past
	videos.
	 Social media just missed the list of top
	 tactics in terms of effectiveness, with 49% 	
	 rating it “effective” or “very effective.”
2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
CONTENT MARKETING TACTIC EFFECTIVENESS
8
SponSored by
Percentage of B2B Marketers Using
Social Media to DistributeContent
2012 2011
0 10 20 30 40 50 60 70 80 90
87%
74%
More B2B marketers are using social media to
distribute content.
2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
9
SponSored by
0 20 40 60 80 100
83%
71%
74%
70%
56%
13%
20%
10%
80%
80%
61%
39%
26%
N/A
N/A
N/A
N/A
N/A
N/A
N/A
12%
23%
10%
10%
8%
7%
7%
6%
LinkedIn
Twitter
Facebook
YouTube
Google+
Pinterest
SlideShare
Vimeo
Flickr
StumbleUpon
Foursquare
Instagram
Tumblr
Quora
B2B
2012 2011
 	B2B marketers use an average of 5 social 		
	 media sites to distribute content.
 	LinkedIn has bumped Twitter out of
	 the top spot as the site B2B marketers use 	
	 most to distribute content.
 	Pinterest is being used by more than
	 25% of B2B marketers.
2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
10
SponSored by
Organizational Goals for
B2B Content Marketing
79%
74%
71%
64%
64%
63%
60%
45%
43%
BrandAwareness
CustomerAcquisition
LeadGeneration
CustomerRetention/Loyalty
ThoughtLeadership
Engagement
WebsiteTraffic
Sales
Lead Management/Nurturing
10
0 20 30 40 50 60 70 80 90 100
 	Brand awareness, customer acquisition,
	 and lead generation remain the top
	 B2B content marketing goals.
	Compared with last year, more B2B marketers
	 are using content marketing to achieve all of 		
	 these goals, with one exception: Slightly fewer 	
	 are using content marketing to generate sales.
More B2B marketers are using content marketing
to achieve organizational goals.
2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
11
SponSored by
MeasurementCriteria for
B2B Content Marketing Success
51%
45%
43%
41%
41%
41%
39%
35%
26%
24%
22%
13%
5%
60%
10
0 20 30 40 50 60 70 80 90 100
WebTraffic
SalesLeadQuality
SocialMediaSharing
SalesLead Quantity
DirectSales
SEORanking
InboundLinks
Cross-selling
CostSavings
BenchmarkLiftofCompanyAwareness
IncreasedCustomerLoyalty
BenchmarkLiftofProduct/ServiceAwareness
Time Spenton Website
Qualitative Feedback from Customers
B2B marketers still use web traffic and sales lead quality most
often to measure the effectiveness of content marketing.
 	In this the first year respondents could select
	 social media sharing as a measurement tool,
	 45% said they use it to measure effectiveness
	 of B2B content marketing.
 The objectives of increased customer loyalty, 		
	 benchmark lift, cross-selling, and cost savings
	 all decreased year-over-year.
2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
12
SponSored by
B2B Content MarketingSpending
(Over Next 12 Months)
9%
45%
Significantly
Increase
Decrease
34%
Remainthe
Same
2%
Unsure
10%
Increase
More than half of B2B marketers plan to increase their
content marketing budget over the next 12 months.
 	 54% of B2B marketers say they will increase
		 their content marketing spending.
2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
13
SponSored by
Total Marketing Budget Spent
onB2BContentMarketing
42%
34%
26%
23%
20%
31%
2012
2011
22%
24%
0 10 20 30 40 50 60
Micro(FewerThan10Employees)
Small(10-99Employees)
26%
33%
Overall
Midsize(100-999Employees)
Large(1000+Employees)
 	The average amount of marketing budget
	 spent on B2B content marketing is 33%,
	 up from 26% in 2011.
 	Most companies are spending more on
	 B2B content marketing, with the exception
	 of midsize companies, which are spending 		
	 slightly less.
2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
33% of B2B marketing budgets are now allocated
to content marketing.
14
SponSored by
Insourcing vs. Outsourcing
of B2B Content Creation
56%
38%
4%
58%
1%
2012
2011
43%
0 10 20 30 40 50 60 70
In-HouseOnly
OutsourcedOnly
Both
More companies are creating B2B marketing
content in-house.
 	B2B marketers still use a combination of
	 insourcing and outsourcing to create content,
	 but they are outsourcing it less frequently.
 	The number of B2B marketers creating
	 content in-house has risen by 18 percentage 		
	points.
2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
15
SponSored by
Percentage of Companies that
Outsource B2B Content Creation
33%
53%
60%
62%
74%
42%
2012
2011
53%
65%
0 10 20 30 40 50 60 70 80
Micro(FewerThan10Employees)
Small(10-99Employees)
58%
44%
Average
Midsize(100-999Employees)
Large(1000+Employees)
 The larger the company, the more likely
	 it is to outsource content creation;
	 nevertheless, even among larger
	 companies, fewer are outsourcing.
2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
On average, 44% of companies outsource
B2B content creation.
16
SponSored by
How B2B Organizations Tailor Content
59%
57%
51%
39%
12%
52%
2012
2011
42%
0 10 20 30 40 50 60 70 80
ProfileofIndividualDecisionMakers
CompanyCharacteristics
8%
None
StageintheBuyingCycle
N/A
23%
PersonalizedContentPreferences
Nearly all B2B marketers segment their content.
	91% of B2B content marketers
	 tailor their content in at least one 	
	 way, compared with 88% last year.
2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
17
SponSored by
Challengesthat
B2B Content Marketers Face
64%
52%
14%
ProducingEnoughContent
ProducingtheKindofContentthatEngages
39%
LackofBudget
22%
LackofBuy-in/Vision
26%
LackofKnowledge,Training,andResources
45%
ProducingaVarietyofContent
33%
InabilitytoMeasureContentEffectiveness
FindingTrainedContentMarketingProfessionals
25%
LackofIntegrationAcrossMarketing
10
0 20 30 40 50 60 70 80 90 100
Producing enough content is now the #1 challenge
faced by B2B content marketers.
 	64% of B2B content marketers say 		
	 they are challenged with producing 	
	 enough content.
2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
18
SponSored by
Biggest B2B
Content Marketing Challenge
29%
20%
41%
18%
12%
18%
2012 2011
14%
7%
0 10 20 30 40 50 60
ProducingEnoughContent
ProducingtheKindofContentthatEngages
N/A
N/A
6%
LackofKnowledge,Training,andResources
LackofBudget
LackofBuy-in/Vision
7%
5%
ProducingaVarietyofContent
5%
InabilitytoMeasureContentEffectiveness
N/A
4%
LackofIntegrationAcrossMarketing
N/A
2%
FindingTrainedContentMarketingProfessionals
 	Producing enough content has surpassed 	
	 producing the kind of content that engages 	
	 as the top challenge faced.
 	Producing content that engages is still a
	 challenge; however, the number of
	 marketers who said it was their biggest
	 challenge decreased by 23 percentage points.
 	More higher-ups are buying into content
	 marketing, and lack of budget is not as much
	 of a challenge as it was last year.
2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
19
SponSored by
How B2B Marketers Rate the
Effectiveness of Their Organization’s
Use of Content Marketing
6%
30%
45%
15%
2%
Very Effective
Not At All Effective
10
0 20 30 40 50 60 70 80 90 100
5
4
3
2
1
Just 36% of B2B marketers believe they are effective
at content marketing.
 	
Last year, 40% of B2B marketers
	 identified their content marketing
	 as “Effective” or “Very Effective”
	 (defined as an answer of 4 or 5 on a 	
	 scale of 1 to 5).
2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
20
SponSored by
Profile of a best-in-class B2B content marketer.
Comparison of Most Effective B2B ContentMarketers
with Least Effective B2B ContentMarketers
Percentageofmarketingbudget
allocatedtocontentmarketing
Averagenumberoftacticsused
Averagenumberof
socialplatformsused
Percentagethatplanstoincrease
contentmarketingspendnextyear
Tailorcontenttoprofileof
decisionmaker
Challengedwithproducing
engagingcontent
Challengedwithlackofbuy-in/vision
fromhigher-ups
MostEffective Overall/Average LeastEffective
46% 33% 16%
14 12 8
6 5 3
54% 54% 53%
71% 59% 41%
39% 52% 70%
12% 22% 14%
2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
21
SponSored by
Profile of a best-in-class B2B content marketer.
The most effective B2B content marketers:
 Spend a higher percentage of their marketing budget on content marketing (note,
	 however, that slightly over half of B2B marketers across all groups plan to increase
	 content marketing spend next year)
 Use more tactics and distribute content on more social networks
 Tailor content to specific profiles/personas much more frequently
 Are far less challenged in terms of producing engaging content
 Are less challenged by lack of buy-in/vision from higher-ups
22
SponSored by
B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends–North America was produced by
Content Marketing Institute and MarketingProfs and sponsored by Brightcove. The survey was mailed
electronically to a sample of B2B marketers from among members and subscribers of MarketingProfs
and Content Marketing Institute. A total of 1,416 responded from North American companies in August
2012, representing a full range of industries, functional areas, and company sizes.
B2B Industry Classification
Advertising/
Marketing
25%
Other
22%
Consulting
Software
Manufacturing
Internet/Online
Services
Publishing/
Media
12%
12%
6%
6%
5%
5%
4%
3%
Business
Services (Other)
Healthcare/Medical/
Pharmaceutical
Banking/Accounting/
Financial
Size of B2B Company
(by Employees)
Micro
(Fewer than
10 Employees)
39%
Small
(10-99 Employees)
28%
Midsize
(100-999
Employees)
Large
(1000+ Employees)
17%
5%
B2B Job Title/Function
Advertising/Marketing
Communications/PR
37%
Corporate
Management/Owner
Content
Creation/Management
31%
7%
Other
3%
Marketing
Administration/
Support
6%
Sales
Administration/
Support
1%
Website/Technology
Programmer
1%
6%
5%
Consultant
Sales/Business
Management
5%
General
Management
23
SponSored by
About Content Marketing Institute:
Content Marketing Institute (CMI) is the leading global content marketing education and training organization.
CMI teaches enterprise brands how to attract and retain customers through compelling, multi-channel
storytelling. CMI’s Content Marketing World event is the largest content marketing-focused event. CMI
also produces the quarterly magazine Chief Content Officer, and provides strategic consulting and content
marketing research for some of the best-known brands in the world. Get more content marketing resources at
ContentMarketingInstitute.com. CMI is a division of Z Squared Media, a 2012 Inc. 500 company.
About MarketingProfs:
MarketingProfs is a professional development resource that offers actionable know-how designed to make
you a smarter marketer. More than 423,000 MarketingProfs subscribers rely on us to stay up-to-date on the
most important trends in marketing—from social media and content marketing to lead generation and email
marketing. MarketingProfs delivers enhanced professional development training via online seminars and
short webcasts, in-depth how-to reports, research, interactive planning tools, online courses, and in-person
events. Subscribe to our actionable daily newsletter at MarketingProfs.com.
About Brightcove:
Brightcove Inc. (NASDAQ: BCOV), a leading global provider of cloud content services, offers a family of
products used to publish and distribute the world’s professional digital media. The company’s products
include Video Cloud, the market-leading online video platform, App Cloud, a pioneering content app platform,
and Zencoder, a leading cloud-based media processing service and HTML5 video player technology provider.
Brightcove has more than 4,650 customers in over 50 countries that rely on Brightcove cloud content services
to build and operate media experiences across PCs, smartphones, tablets, and connected TVs. For more
information, visit http://www.brightcove.com.

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B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends—North America

  • 1. B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends–North America SponSored by
  • 2. 2 SponSored by Overview: The State of B2B Content Marketing IN NORTH AMERICA More. If one word could describe content marketing at the end of 2012, that would be it. According to the latest findings from the Content Marketing Institute and MarketingProfs, B2B marketers are spending more, using more tactics, and distributing their content on more social networks than they have in years past. Unfortunately, there is also more uncertainty. B2B marketers are more uncertain whether they are using various content marketing tactics effectively.  On average, B2B marketers are spending 33% of their marketing budgets on content marketing, which is up from 26% last year. 54% plan on increasing content marketing spending next year.  All content tactics are being used more frequently, with research reports, videos, and mobile content seeing the largest increases.  On average, B2B marketers are using 5 social distribution channels, the most popular being LinkedIn (Twitter was the most popular the previous 2 years). This year, B2B marketers are most challenged with producing enough content, which is different from years past, when the top challenge was producing engaging content. We applaud you for doing more and trying new tactics, although we must say we are pretty sure that throwing more content at customers is not the answer. But it’s all part of the progress we are making as we evolve from marketing departments into what are starting to look like B2B publishing departments. On with the content marketing revolution... Ann Handley Chief Content Officer MarketingProfs Joe Pulizzi Founder & Executive Director Content Marketing Institute
  • 3. 3 SponSored by Percentage of B2B Respondents Using Content Marketing 91% use content marketing 9% do not use content marketing 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs 91% of B2B marketers use content marketing.
  • 4. 4 SponSored by B2B marketers use an average of 12 content marketing tactics.  In general, the larger the company, the more tactics used. Companies with 10,000 or more employees use an average of 18 tactics, while the smallest companies use an average of 11. AverageNumberof Tactics B2B Marketers Use 11% 14% 19% 28% 0 10 20 30 40 7% 20+Tactics 16-19Tactics 13-15Tactics 20% 10-12Tactics 5-9Tactics 1-4Tactics Average: 12 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
  • 5. 5 SponSored by B2B Content Marketing Usage (by Tactic) 0 20 40 60 80 100 Social Media – Other than Blogs Articles on Your Website eNewsletters Blogs Case Studies Videos Articles on Other Websites In-person Events White Papers Webinars/Webcasts Research Reports Microsites Infographics Branded Content Tools Mobile Content eBooks Print Magazines Books Virtual Conferences Podcasts Mobile Apps Digital Magazines Print Newsletters Annual Reports Licensed/Syndicated Content Games/Gamification 87% 83% 77% 78% 70%70% 69% 61% 59% 44% 40% 38% 38% 33% 32% 31% 29% 28% 27% 26% 26% 25% 24% 20% 11% 71%  Social media is now the most popular content marketing tactic, knocking articles out of the number one spot.  The use of all tactics has risen across the board, with one exception: Print magazine use has stayed the same at 31%. 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
  • 6. 6 SponSored by The biggest jumps in tactics have been in the use of:  Research Reports  Videos  Mobile Content  Virtual Conferences 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs The use of certain B2B content marketing tactics has risen greatly.
  • 7. 7 SponSored by Confidence Gap Effectiveness Ratings of Tactics Among B2B Users 67% 33% 36% 39% 41% 42% 42% 43% 43% 45% 47% 50% 50% 64% 61% 59% 58% 58% 57% 57% 55% 53% 50% 50% BelieveIt’sEffective BelieveIt’sLessEffective 100 90 80 70 60 50 40 30 20 10 10 20 30 40 50 60 70 80 90 100 In-personEvents CaseStudies Webinars/Webcasts Blogs Videos eNewsletters ResearchReports WhitePapers eBooks Microsites ArticlesonYourWebsite ArticlesonOtherWebsites  B2B marketers continue to rate in-person events as the most effective tactic they use.  Case studies have inched slightly past webinars/webcasts in terms of effectiveness, while blogs have inched slightly past videos.  Social media just missed the list of top tactics in terms of effectiveness, with 49% rating it “effective” or “very effective.” 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs CONTENT MARKETING TACTIC EFFECTIVENESS
  • 8. 8 SponSored by Percentage of B2B Marketers Using Social Media to DistributeContent 2012 2011 0 10 20 30 40 50 60 70 80 90 87% 74% More B2B marketers are using social media to distribute content. 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
  • 9. 9 SponSored by 0 20 40 60 80 100 83% 71% 74% 70% 56% 13% 20% 10% 80% 80% 61% 39% 26% N/A N/A N/A N/A N/A N/A N/A 12% 23% 10% 10% 8% 7% 7% 6% LinkedIn Twitter Facebook YouTube Google+ Pinterest SlideShare Vimeo Flickr StumbleUpon Foursquare Instagram Tumblr Quora B2B 2012 2011  B2B marketers use an average of 5 social media sites to distribute content.  LinkedIn has bumped Twitter out of the top spot as the site B2B marketers use most to distribute content.  Pinterest is being used by more than 25% of B2B marketers. 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
  • 10. 10 SponSored by Organizational Goals for B2B Content Marketing 79% 74% 71% 64% 64% 63% 60% 45% 43% BrandAwareness CustomerAcquisition LeadGeneration CustomerRetention/Loyalty ThoughtLeadership Engagement WebsiteTraffic Sales Lead Management/Nurturing 10 0 20 30 40 50 60 70 80 90 100  Brand awareness, customer acquisition, and lead generation remain the top B2B content marketing goals.  Compared with last year, more B2B marketers are using content marketing to achieve all of these goals, with one exception: Slightly fewer are using content marketing to generate sales. More B2B marketers are using content marketing to achieve organizational goals. 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
  • 11. 11 SponSored by MeasurementCriteria for B2B Content Marketing Success 51% 45% 43% 41% 41% 41% 39% 35% 26% 24% 22% 13% 5% 60% 10 0 20 30 40 50 60 70 80 90 100 WebTraffic SalesLeadQuality SocialMediaSharing SalesLead Quantity DirectSales SEORanking InboundLinks Cross-selling CostSavings BenchmarkLiftofCompanyAwareness IncreasedCustomerLoyalty BenchmarkLiftofProduct/ServiceAwareness Time Spenton Website Qualitative Feedback from Customers B2B marketers still use web traffic and sales lead quality most often to measure the effectiveness of content marketing.  In this the first year respondents could select social media sharing as a measurement tool, 45% said they use it to measure effectiveness of B2B content marketing.  The objectives of increased customer loyalty, benchmark lift, cross-selling, and cost savings all decreased year-over-year. 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
  • 12. 12 SponSored by B2B Content MarketingSpending (Over Next 12 Months) 9% 45% Significantly Increase Decrease 34% Remainthe Same 2% Unsure 10% Increase More than half of B2B marketers plan to increase their content marketing budget over the next 12 months.  54% of B2B marketers say they will increase their content marketing spending. 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
  • 13. 13 SponSored by Total Marketing Budget Spent onB2BContentMarketing 42% 34% 26% 23% 20% 31% 2012 2011 22% 24% 0 10 20 30 40 50 60 Micro(FewerThan10Employees) Small(10-99Employees) 26% 33% Overall Midsize(100-999Employees) Large(1000+Employees)  The average amount of marketing budget spent on B2B content marketing is 33%, up from 26% in 2011.  Most companies are spending more on B2B content marketing, with the exception of midsize companies, which are spending slightly less. 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs 33% of B2B marketing budgets are now allocated to content marketing.
  • 14. 14 SponSored by Insourcing vs. Outsourcing of B2B Content Creation 56% 38% 4% 58% 1% 2012 2011 43% 0 10 20 30 40 50 60 70 In-HouseOnly OutsourcedOnly Both More companies are creating B2B marketing content in-house.  B2B marketers still use a combination of insourcing and outsourcing to create content, but they are outsourcing it less frequently.  The number of B2B marketers creating content in-house has risen by 18 percentage points. 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
  • 15. 15 SponSored by Percentage of Companies that Outsource B2B Content Creation 33% 53% 60% 62% 74% 42% 2012 2011 53% 65% 0 10 20 30 40 50 60 70 80 Micro(FewerThan10Employees) Small(10-99Employees) 58% 44% Average Midsize(100-999Employees) Large(1000+Employees)  The larger the company, the more likely it is to outsource content creation; nevertheless, even among larger companies, fewer are outsourcing. 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs On average, 44% of companies outsource B2B content creation.
  • 16. 16 SponSored by How B2B Organizations Tailor Content 59% 57% 51% 39% 12% 52% 2012 2011 42% 0 10 20 30 40 50 60 70 80 ProfileofIndividualDecisionMakers CompanyCharacteristics 8% None StageintheBuyingCycle N/A 23% PersonalizedContentPreferences Nearly all B2B marketers segment their content.  91% of B2B content marketers tailor their content in at least one way, compared with 88% last year. 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
  • 17. 17 SponSored by Challengesthat B2B Content Marketers Face 64% 52% 14% ProducingEnoughContent ProducingtheKindofContentthatEngages 39% LackofBudget 22% LackofBuy-in/Vision 26% LackofKnowledge,Training,andResources 45% ProducingaVarietyofContent 33% InabilitytoMeasureContentEffectiveness FindingTrainedContentMarketingProfessionals 25% LackofIntegrationAcrossMarketing 10 0 20 30 40 50 60 70 80 90 100 Producing enough content is now the #1 challenge faced by B2B content marketers.  64% of B2B content marketers say they are challenged with producing enough content. 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
  • 18. 18 SponSored by Biggest B2B Content Marketing Challenge 29% 20% 41% 18% 12% 18% 2012 2011 14% 7% 0 10 20 30 40 50 60 ProducingEnoughContent ProducingtheKindofContentthatEngages N/A N/A 6% LackofKnowledge,Training,andResources LackofBudget LackofBuy-in/Vision 7% 5% ProducingaVarietyofContent 5% InabilitytoMeasureContentEffectiveness N/A 4% LackofIntegrationAcrossMarketing N/A 2% FindingTrainedContentMarketingProfessionals  Producing enough content has surpassed producing the kind of content that engages as the top challenge faced.  Producing content that engages is still a challenge; however, the number of marketers who said it was their biggest challenge decreased by 23 percentage points.  More higher-ups are buying into content marketing, and lack of budget is not as much of a challenge as it was last year. 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
  • 19. 19 SponSored by How B2B Marketers Rate the Effectiveness of Their Organization’s Use of Content Marketing 6% 30% 45% 15% 2% Very Effective Not At All Effective 10 0 20 30 40 50 60 70 80 90 100 5 4 3 2 1 Just 36% of B2B marketers believe they are effective at content marketing.  Last year, 40% of B2B marketers identified their content marketing as “Effective” or “Very Effective” (defined as an answer of 4 or 5 on a scale of 1 to 5). 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
  • 20. 20 SponSored by Profile of a best-in-class B2B content marketer. Comparison of Most Effective B2B ContentMarketers with Least Effective B2B ContentMarketers Percentageofmarketingbudget allocatedtocontentmarketing Averagenumberoftacticsused Averagenumberof socialplatformsused Percentagethatplanstoincrease contentmarketingspendnextyear Tailorcontenttoprofileof decisionmaker Challengedwithproducing engagingcontent Challengedwithlackofbuy-in/vision fromhigher-ups MostEffective Overall/Average LeastEffective 46% 33% 16% 14 12 8 6 5 3 54% 54% 53% 71% 59% 41% 39% 52% 70% 12% 22% 14% 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
  • 21. 21 SponSored by Profile of a best-in-class B2B content marketer. The most effective B2B content marketers:  Spend a higher percentage of their marketing budget on content marketing (note, however, that slightly over half of B2B marketers across all groups plan to increase content marketing spend next year)  Use more tactics and distribute content on more social networks  Tailor content to specific profiles/personas much more frequently  Are far less challenged in terms of producing engaging content  Are less challenged by lack of buy-in/vision from higher-ups
  • 22. 22 SponSored by B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends–North America was produced by Content Marketing Institute and MarketingProfs and sponsored by Brightcove. The survey was mailed electronically to a sample of B2B marketers from among members and subscribers of MarketingProfs and Content Marketing Institute. A total of 1,416 responded from North American companies in August 2012, representing a full range of industries, functional areas, and company sizes. B2B Industry Classification Advertising/ Marketing 25% Other 22% Consulting Software Manufacturing Internet/Online Services Publishing/ Media 12% 12% 6% 6% 5% 5% 4% 3% Business Services (Other) Healthcare/Medical/ Pharmaceutical Banking/Accounting/ Financial Size of B2B Company (by Employees) Micro (Fewer than 10 Employees) 39% Small (10-99 Employees) 28% Midsize (100-999 Employees) Large (1000+ Employees) 17% 5% B2B Job Title/Function Advertising/Marketing Communications/PR 37% Corporate Management/Owner Content Creation/Management 31% 7% Other 3% Marketing Administration/ Support 6% Sales Administration/ Support 1% Website/Technology Programmer 1% 6% 5% Consultant Sales/Business Management 5% General Management
  • 23. 23 SponSored by About Content Marketing Institute: Content Marketing Institute (CMI) is the leading global content marketing education and training organization. CMI teaches enterprise brands how to attract and retain customers through compelling, multi-channel storytelling. CMI’s Content Marketing World event is the largest content marketing-focused event. CMI also produces the quarterly magazine Chief Content Officer, and provides strategic consulting and content marketing research for some of the best-known brands in the world. Get more content marketing resources at ContentMarketingInstitute.com. CMI is a division of Z Squared Media, a 2012 Inc. 500 company. About MarketingProfs: MarketingProfs is a professional development resource that offers actionable know-how designed to make you a smarter marketer. More than 423,000 MarketingProfs subscribers rely on us to stay up-to-date on the most important trends in marketing—from social media and content marketing to lead generation and email marketing. MarketingProfs delivers enhanced professional development training via online seminars and short webcasts, in-depth how-to reports, research, interactive planning tools, online courses, and in-person events. Subscribe to our actionable daily newsletter at MarketingProfs.com. About Brightcove: Brightcove Inc. (NASDAQ: BCOV), a leading global provider of cloud content services, offers a family of products used to publish and distribute the world’s professional digital media. The company’s products include Video Cloud, the market-leading online video platform, App Cloud, a pioneering content app platform, and Zencoder, a leading cloud-based media processing service and HTML5 video player technology provider. Brightcove has more than 4,650 customers in over 50 countries that rely on Brightcove cloud content services to build and operate media experiences across PCs, smartphones, tablets, and connected TVs. For more information, visit http://www.brightcove.com.