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MARKETINGMARKETING
2017 Benchmarks, Budgets,
and Trends—North America
Welcome
This Year’s B2B Content Marketing
Top Performers At-A-Glance
SECTION1: Usage & Team Organization
SECTION2: Clarity, Commitment &
Overall Success
SECTION3: Content Marketing Strategy
SECTION4: Content Creation & Distribution
SECTION5:Goals & Metrics
SECTION6: Budgets & Spending
Methodology/Demographics
About
TABLE OF CONTENTS
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4
5
10
19
24
41
44
45
35
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WELCOME
Greetings Marketers,
Welcome to the 7th Annual B2B Content Marketing Benchmarks, Budgets, and Trends—North
America report. We’ve made quite a few changes to our annual survey this year to reflect the
maturing content marketing industry.
This year’s research paints a brighter picture than the last few years, indicating that content
marketing is alive and well! Content marketers are on track—with 62% reporting that their
organizations are much more or somewhat more successful with their overall content marketing
approach compared with one year ago.
Like last year, those who are further along with their approach are the most successful, while
the vast majority of the least successful are in the young/early phases of content marketing.
With time, a documented strategy, creativity, meaningful goals and metrics, a willingness to
experiment, and perhaps most importantly, a commitment to content marketing, those
marketers will succeed.
Please watch for continuing editorial coverage of our research findings throughout 2017.
We hope you will find the insights useful as you prepare for the year ahead.
Yours in content,
Joe & Ann
Joe Pulizzi
Founder
Content Marketing Institute
Ann Handley
Chief Content Officer
MarketingProfs
3
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COMPARISON CHART
Most Successful All Respondents Least Successful
Organization is clear on what an effective or
successful content marketing program looks like
81% 41% 14%
Organization is extremely/very committed to content marketing 91% 63% 35%
Describes organization’s content marketing maturity as sophisticated/mature 72% 28% 2%
Has a documented content marketing strategy 61% 37% 13%
Content marketing strategy is extremely/very effective 83% 34% 2%
Measures content marketing ROI 88% 72% 56%
Percentage of total marketing budget allocated to content marketing (average) 39% 29% 22%
Agrees that organization is realistic about what content marketing can achieve 91% 68% 41%
Agrees that organization is able to quickly adjust content marketing strategy 87% 66% 41%
Always/frequently delivers content consistently 85% 58% 32%
Agrees that leadership gives ample time to produce results 77% 52% 26%
This Year’s B2B Content Marketing Top Performers
At-A-Glance
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Chart term definitions: A top performer (aka, “most successful”) is one who characterizes his or her organization’s overall content marketing approach as extremely or very successful.
The “least successful” characterize their organization’s approach as minimally or not at all successful.
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USAGE&TEAM
ORGANIZATION
28% 55% 42%Are in the
sophisticated/
mature phase of
content marketing
maturity
Have small content
marketing teams
serving the entire
organization
Have experienced
management changes
that have had a
positive impact on
the organization’s
content marketing
USAGE&TEAM
ORGANIZATION
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CONTENT MARKETING
6
USAGE & TEAM ORGANIZATION
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Does your organization use content marketing?
Content marketing is defined as “a strategic
marketing approach focused on creating
and distributing valuable, relevant, and
consistent content to attract and retain a
clearly defined audience—and, ultimately, to
drive profitable customer action.”
Note: Of the 11% nonusers, 52% say they
plan to launch a content marketing effort
within 12 months; 43% had no immediate
plans to begin using content marketing; and
5% had used content marketing in the past
but stopped.
Base = B2B marketers.
89%
Yes
11%
No
Percentage of B2B Marketers
Using Content Marketing
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USAGE & TEAM ORGANIZATION
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
How would you describe your organization’s
content marketing maturity level?
HowB2BMarketersAssessTheirOrganization’sContentMarketingMaturityLevel
SOPHISTICATED MATURE ADOLESCENT YOUNG FIRST STEPS
6% 22% 35% 26% 10%Providing accurate
measurement
to the business,
scaling across the
organization
Finding success,
yet challenged with
integration across the
organization
Have developed
a business case,
seeing early success,
becoming more
sophisticated with
measurement
and scaling
Growing pains,
challenged with
creating a cohesive
strategy and a
measurement plan
Doing some aspects
of content, but
have not yet begun
to make content
marketing a process
Base = Content marketers; aided list.
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USAGE & TEAM ORGANIZATION
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
How is content marketing structured
within your organization?
B2B Content Marketing Organizational Structure
24%
5%
13%
55%
2%
Centralized content marketing group
that works with multiple brands/product
lines throughout the organization
Each brand (product line/property)
has its own content marketing team
Both: A centralized group as well
as individual teams throughout
the organization
Small (or one-person) marketing/
content marketing team
serves the entire organization
Other
Base = Content marketers; aided list.
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9
USAGE & TEAM ORGANIZATION
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Has your organization undergone any management
and/or structural changes over the last 12 months that
have impacted your content marketing approach?
Base = Content marketers; aided list.
48%
9%42%
B2B Management Changes Impacting Content Marketing
Yes, had
a positive
impact
Yes, had
a negative
impact
No changes
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CLARITY,COMMITMENT
&OVERALLSUCCESS
63% 22% 62%Are extremely or
very committed to
content marketing
Are extremely or
very successful
with their overall
approach to
content marketing
Are much more or
somewhat more
successful with
content marketing
than they were one
year ago
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CONTENT MARKETING
11
CLARITY, COMMITMENT & OVERALL SUCCESS
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
In your organization, is it clear what an effective or
successful content marketing program looks like?
Base = Content marketers; aided list.
29%
30%41%
Percentage of B2B Marketers Whose Organizations
Have Clarity on Content Marketing Success
Yes
No
Unsure
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CLARITY, COMMITMENT & OVERALL SUCCESS
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
How would you describe your organization’s
commitment level to content marketing?
Base = Content marketers; aided list.
30%
6%
1%
41%
22%
B2B Organizations’ Commitment to Content Marketing
Extremely
Committed
Very Committed
Somewhat
CommittedNot Very
Committed
Not At All
Committed
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2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
CLARITY, COMMITMENT & OVERALL SUCCESS
How would you characterize the success
of your organization’s current overall
content marketing approach?
Base = Content marketers; aided list.
Note: The survey defined success as
achieving your organization’s desired/
targeted results. This report defines the
Top 2 respondents (extremely/very) as
“most successful” or “top performers,”
and the Bottom 2 (minimally/not at all)
as “least successful.”
53%
22%3%
19%
3%
How B2B Marketers Rate the Success of Their
Organizations’ Overall Content Marketing Approach
Extremely
Successful
Very
Successful
Moderately
Successful
Minimally
Successful
Not At All
Successful
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14
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
CLARITY, COMMITMENT & OVERALL SUCCESS
How does the success of your organization’s
current overall content marketing approach
compare with one year ago?
Base = Content marketers; aided list.
How B2B Marketers Rate Their Organization’s
Content Marketing Success Compared
With One Year Ago
17%
45%
28%
2% 1%
7%
Much More
Successful
Somewhat
More
Successful
About the
Same as
One Year
Ago
Somewhat
Less
Successful
Much Less
Successful
Does Not
Apply
(program less than
one year old)
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2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
CLARITY, COMMITMENT & OVERALL SUCCESS
To what factors do you attribute your
organization’s increase in overall success?
Base=Contentmarketerswhosaidtheirorganizations’contentmarketingsuccessismuch/
somewhatmoresuccessfulthanoneyearago.Aidedlist;multipleresponsespermitted.
Other reasons cited: Content
Marketing Technologies/Tools
(28%), More Budget for Content
Marketing (25%), Content
Marketing Training/Education
(23%), We Have Given Our
Efforts Time to Bear Fruit and
Are Now Getting Results (21%),
Assistance of Outside Expertise
(10%), Changes in Target
Audience (7%), and Other (3%).
Factors Contributing to B2B Marketers’
Increased Success Over the Last Year
85%
72%
53%
50%
Content Creation (higher
quality, more efficient)
Strategy (development
or adjustment)
Content Marketing Has
Become a Greater Priority
Spending More Time on
Content Marketing
Content Distribution (better
targeting, identification
of what works)
Management/HR (organizational
changes, staffing, new content
marketing roles)
Content Measurement
(growing in ability to
show results)
53%
43%
42%
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2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
CLARITY, COMMITMENT & OVERALL SUCCESS
To what factors do you attribute your organization’s
stagnancy in success with content marketing?
Base = Content marketers who said their organizations’ content marketing success is
about the same as one year ago. Aided list; multiple responses permitted.
Other reasons cited: Content
Marketing Technologies/Tools
[lack of, or new systems that
require a learning curve] (24%),
Lack of Content Marketing
Training/Education (22%), Lack
of Adequate or Effective Content
Distribution (20%), Program
Hasn’t Had Enough Time to Bear
Fruit/Produce Results (14%),
Changes in Target Audience
(5%), and Other (7%).
Factors Contributing to B2B Marketers’
Stagnant Success Over the Last Year
52%Not Enough Time Devoted
to Content Marketing
Content-Creation
Challenges
Strategy Issues (lack of strategy,
developing/adjusting strategy)
Management/HR
(organizational changes,
staffing issues)
Content Marketing Budget
Issues (inadequate budget,
budget cuts)
Content Marketing Not
Prioritized Highly Enough
Content Measurement
Challenges
49%
49%
38%
37%
34%
32%
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2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
CLARITY, COMMITMENT & OVERALL SUCCESS
To what factors do you attribute your organization’s
decrease in success with content marketing?
Base = Content marketers who said their organizations’ content marketing success is
somewhat/much less successful than one year ago. Aided list; multiple responses permitted.
Other reasons cited: Changes
in Target Audience (20%), Lack
of Adequate or Effective Content
Distribution (20%), Lack of
Content Marketing Training/
Education (20%), Content
Measurement Challenges
(13%), Content Marketing
Technologies/Tools [lack of,
or new systems that require a
learning curve] (10%), Program
Hasn’t Had Enough Time to Bear
Fruit/Produce Results (10%),
and Other (23%).
Factors Contributing to B2B Marketers’
Decreased Success Over the Last Year
57%
Not Enough Time Devoted
to Content Marketing
Content-Creation
Challenges
Strategy Issues (lack of strategy,
developing/adjusting strategy)
Management/HR
(organizational changes,
staffing issues)
Content Marketing Budget
Issues (inadequate budget,
budget cuts)
Content Marketing Not
Prioritized Highly Enough
47%
43%
40%
33%
27%
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CLARITY, COMMITMENT & OVERALL SUCCESS
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Indicate your level of agreement with the following statements
concerning content marketing in your organization.
Base = Content marketers; aided list.
B2B Marketers’ Opinions About Content Marketing
88% 8% 4%
78% 13% 9%
74% 14% 12%
72% 13% 15%
68% 17% 15%
68% 18% 14%
66% 18% 16%
52% 24% 24%
Content marketing is an important component
of our organization’s marketing program
Our organization is focused on providing an
overall exceptional experience for our audience
Our organization is focused more on building
long-term relationships than on getting quick
(campaign-like) results from our content marketing
Our organization values creativity and
craft in content creation and production
Our organization is focused on building
audiences (building one or more subscriber bases)
Our organization has realistic expectations
about what content marketing can achieve
We are able to respond quickly when necessary
to adjust our content marketing strategy
Our leadership team gives us ample time to
produce content marketing results
■ Agree ■ Neither Agree Nor Disagree ■ Disagree
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CONTENTMARKETING
STRATEGY
37%Have a
documented
content marketing
strategy
73% 34%Say their strategy
includes a plan to
operate content
marketing as an
ongoing business
process, not
simply a campaign
Say their strategy
is extremely or very
effective at helping
their organization
achieve its current
content marketing
goals
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20
CONTENT MARKETING STRATEGY
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Does your organization have a
content marketing strategy?
Base = Content marketers; aided list.
41%4%
37%
17%
Percentage of B2B Marketers Who Have
a Content Marketing Strategy
Yes, and it is
documented
No, with no plans
to have one within
12 months
Yes, but it is not
documented
No, but plan to have
one within 12 months
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21
CONTENT MARKETING STRATEGY
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Which of the following elements are included in
your content marketing strategy?
Base = Content marketers who have a content marketing strategy.
Aided list; multiple responses permitted.
Elements B2B Marketers Include
in Their Content Marketing Strategy
73%
A plan to operate content marketing
as an ongoing business process,
not simply a campaign
Content mission and a differentiated
story/value to deliver
Deep understanding of
audience personas
A process to align with other sales/
marketing/loyalty initiatives
Well-defined business goals for content
A measurement plan to provide both
insight and progress toward
the business goals
The ability to scale over time (i.e., to grow
along with your organization)
Other elements
Unsure
59%
57%
55%
54%
51%
35%
18%
3%
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22
CONTENT MARKETING STRATEGY
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
How effective is your content marketing strategy
at helping your organization achieve its current
content marketing goals?
Base = Content marketers who have a content marketing strategy; aided list.
54%
10%0%
29%
5%
How B2B Marketers Rate the Effectiveness
of Their Content Marketing Strategy
Extremely
Effective
Very
Effective
Moderately
Effective
Minimally
Effective
Not At All
Effective
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CONTENT MARKETING STRATEGY
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
How effective is your content marketing strategy
compared with one year ago?
Base = Content marketers who have a content marketing strategy; aided list.
How B2B Marketers Rate the Effectiveness of Their
Content Marketing Strategy Compared With One Year Ago
24%
46%
23%
2% 0%
5%
Much More
Effective
Somewhat
More
Effective
About the
Same as
One Year
Ago
Somewhat
Less
Effective
Much Less
Effective
Does Not
Apply
(program less than
one year old)
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CONTENTCREATION
&DISTRIBUTION
76% 71% 69%Prioritize
delivering content
quality over
quantity
Consider how
their content
impacts the
overall experience
a person has with
their organization
Focus on creating
content for their
audience versus
their brand
SPONSORED BY
CONTENT MARKETING
25
CONTENT CREATION & DISTRIBUTION
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Which content marketing tools does your
organization currently use?
Base = Content marketers. Aided list; multiple responses permitted.
Fewer than 40% of B2B
marketers said they
use the following tools:
Measurement KPIs/Dashboard
(36%), Media Plan/Paid
Advertising Calendar (32%),
Editorial Mission Statement
(18%), Content Collaboration/
Workflow Software (13%),
Digital Asset Management
(DAM) System/File Storage
(11%), Content Distribution
Software (9%), Content
Planning/Creation Software
(8%), and Other (5%).
B2B Marketers’ Content Marketing Tool Usage
79%
Social Media Guidelines
Buyer Personas
Marketing Automation Software
Brand Style/Tone of Voice Guidelines
Social Media Calendar
Content Management System
Editorial Calendar
Dedicated Email Platform
Analytics Tools
64%
62%
56%
56%
51%
51%
47%
43%
:
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2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
CONTENT CREATION & DISTRIBUTION
Which techniques does your organization use to
gain knowledge about its target audience(s)?
Base = Content marketers. Aided list; multiple responses permitted.
Fewer than 35% of B2B
marketers said they use
the following techniques:
Database Analysis (31%),
Qualitative Primary Research
(28%), Quantitative Primary
Research (27%), Auditing
Existing Buyer Data (24%),
Expert Advisory Boards (11%),
Usability Testing (11%), and
Other (1%). 3% said they do
not use techniques.
Techniques B2B Marketers Use to Learn About
Audience(s) for Content Marketing Purposes
58%
Secondary Data Analysis
A/B Testing
Customer Feedback/Panels
Social Listening
Competitive Analysis
Employee Feedback
Keyword Search
Website Analysis
57%
50%
47%
44%
42%
40%
37%
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CONTENT CREATION & DISTRIBUTION
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Compared with 2016, do you expect your
organization to produce more, the same amount,
or less original content in 2017?
Base = Content marketers; aided list.
25%
2%
3%
70%
Expected Change in B2B Content Creation
(2016 vs. 2017)
More
Same
AmountLess
Unsure
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28
CONTENT CREATION & DISTRIBUTION
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Which content marketing tactics does
your organization use?
Base = Content marketers. Aided list; multiple responses permitted.
Fewer than 50% of B2B
marketers said they use
the following tactics:
Online Presentations (42%),
Illustrations/Photos (39%),
Research Reports (28%),
Interactive Tools (28%), Print
Magazines (23%), Digital
Magazines (17%), Books
(15%), Mobile Apps (14%),
Podcasts (12%), Separate
Content Hubs (10%), Video
[live-streaming media] (10%),
Print Newsletters (9%),
Virtual Conferences (8%),
and Other (12%).
B2B Marketers’ Content Marketing Tactic Usage
83%
Webinars/Webcasts
Infographics
Video (pre-produced)
Ebooks/White Papers
In-Person Events
Email Newsletters
Blogs
Social Media Content
80%
77%
65%
60%
58%
58%
68%
Average
Number
Used:
8
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29
CONTENT CREATION & DISTRIBUTION
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Which content marketing tactics that your
organization uses will be most critical to its overall
content marketing success in 2017?
Base = Content marketers who use the tactics shown; multiple responses permitted.
Fewer than 30% of B2B
marketers whose organizations
use the following tactics said the
tactic will be critical to overall
content marketing success
in 2017: Infographics (15%),
Research Reports (12%), Online
Presentations (11%), Interactive
Tools (9%), Illustrations/Photos
(7%), Print Magazines (6%), Digital
Magazines (5%), Books (4%),
Mobile Apps (4%), Video [live-
streaming media] (4%), Separate
Content Hubs (4%), Podcasts (3%),
Print Newsletters (2%), Virtual
Conferences (2%), and Other (4%).
Tactics Used That B2B Marketers Say Will be
Most Critical to Content Marketing Success in 2017
52%
Webinars/Webcasts
Video (pre-produced)
Ebooks/White Papers
In-Person Events
Email Newsletters
Blogs
Social Media Content
40%
40%
36%
32%
30%
38%
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30
CONTENT CREATION & DISTRIBUTION
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
How often do you take the following concepts into
account while creating content for your organization?
Base: Content marketers; aided list.
How Often B2B Marketers Consider
Various Concepts While Creating Content
76% 20% 4%
71% 22% 7%
69% 23% 8%
64% 26% 10%
58% 28% 14%
53% 32% 15%
50% 34% 16%
Prioritize delivering content
quality over content quantity
Consider how our content impacts the overall
experience a person has with our organization
Differentiate our content from our competition’s
Focus on creating content for our
audience versus our brand
Deliver content consistently
Craft content based on specific
points of the buyer’s journey
Prioritize providing the right content
to the right person at the right time
■ Always/Frequently ■ Sometimes ■ Rarely/Never
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31
CONTENT CREATION & DISTRIBUTION
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Which channels does your organization use
to distribute content?
Base = Content marketers. Aided list; multiple responses permitted.
Fewer than 25% of B2B
marketers said they use
the following channels:
Pinterest (14%), Medium (6%),
Snapchat (3%), iTunes (3%),
Tumblr (2%), and Other (18%).
Channels B2B Marketers Use to Distribute Content
93%
Instagram
SlideShare
Print
Google+
YouTube
Facebook
Twitter
LinkedIn
Email
89%
77%
59%
35%
30%
26%
26%
76%
Average
Number
Used:
6
SPONSORED BY
32
CONTENT CREATION & DISTRIBUTION
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
How important is each channel your organization
uses to its overall content marketing success?
Base = Content marketers who use the channels shown; multiple responses permitted.
Note: Percentages comprise
marketers who rated each
channel a 4 or 5 on a 5-point
scale where 5 = Extremely
Important and 1 = Not At
All Important. Importance
ratings for Pinterest, Medium,
Snapchat, iTunes, and
Tumbler are not reported due
to low incidence of use.
Channels B2B Marketers Use to Distribute Content
Rated by Importance to Overall Content Marketing Success
91%
Facebook
Instagram
Google+
YouTube
Twitter
SlideShare
LinkedIn
Email
Print
71%
58%
55%
40%
38%
30%
16%
56%
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33
CONTENT CREATION & DISTRIBUTION
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Which paid methods of content promotion does your
organization use in its content marketing efforts?
Base = Content marketers. Aided list; multiple responses permitted.
Paid Methods B2B Marketers Use to Promote Content
84%
Traditional Online Banner Ads
Native Advertising
Do Not Use
Print or Other Offline Promotion
Search Engine Marketing
Social Promotion
67%
58%
41%
18%
8%
55%
Average
Number
Used:
3
Content Discovery Tools
SPONSORED BY
34
CONTENT CREATION & DISTRIBUTION
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
How effective are the paid methods of content
promotion that your organization uses?
Base = Content marketers who use the paid methods shown; multiple responses permitted.
Note: Percentages comprise
marketers who rated each paid
method a 4 or 5 on a 5-point scale
where 5 = Extremely Effective
and 1 = Not At All Effective. The
survey defined effectiveness
as accomplishing your content
marketing objectives.
Paid Methods B2B Marketers Use to
Promote Content Rated by Effectiveness
Print or Other Offline Promotion
Native Advertising
Traditional Online Banner Ads
Content Discovery Tools
Social Promotion
Search Engine Marketing 54%
50%
27%
24%
24%
35%
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35
GOALS&METRICS
80% 78% 75%Will focus on lead
gen as a content
marketing goal
over the next 12
months
Use website traffic
to measure how
well their content
marketing is
producing results
Can demonstrate how
content marketing
has increased
audience engagement
SPONSORED BY
CONTENT MARKETING
36
GOALS & METRICS
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Which content marketing goals will your
organization focus on over the next 12 months?
Base: Content marketers. Aided list; multiple responses permitted.
Fewer than 45% of B2B
marketers cited the following
goals: Customer Evangelism/
Creating Brand Advocates (42%),
Upsell/Cross-Sell (38%), Cost
Savings (16%), and Other (2%).
Organizational Goals for B2B Content Marketing
Over Next 12 Months
Customer Retention/Loyalty
Building an Audience via
Subscription Growth
Engagement
Lead Nurturing
Sales
Brand Awareness
Lead Generation 80%
79%
66%
62%
56%
52%
71%
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37
GOALS & METRICS
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Which metrics does your organization use
to determine how well its content marketing
is producing results?
Base = Content marketers. Aided list; multiple responses permitted.
Fewer than 35% of B2B marketers
said they use the following
metrics: Qualitative Feedback
from Customers (33%), Inbound
Links (32%), Data Capture (28%),
Customer Renewal Rates (19%),
Purchase Intent (17%), Brand Lift
(15%), and Other (4%). 2% said they
do not use metrics.
B2B Marketers’ Content Marketing Metrics Usage
SEO Ranking
Sales
Sales Lead Quantity
Subscriber/Community Growth
Social Media Sharing
Time Spent on Website
Higher Conversion Rates
Sales Lead Quality
Website Traffic 78%
57%
57%
54%
51%
51%
40%
50%
47%
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38
GOALS & METRICS
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Which metrics that your organization uses provide truly
measurable results of your content marketing efforts?
Base = Content marketers who use the metrics shown; multiple responses permitted.
Fewer than 15% of B2B marketers whose
organizations use the following metrics
said the metric provides truly measurable
results of their content marketing efforts:
Inbound Links (11%), Qualitative Feedback
from Customers (10%), Data Capture (9%),
Customer Renewal Rates (8%), Purchase
Intent (5%), Brand Lift (4%), and Other (2%).
9% said none of the metrics they use provide
truly measurable results.
Metrics Used That B2B Marketers Say Provide
Truly Measurable Results of Content Marketing Efforts
SEO Ranking
Sales Lead Quantity
Social Media Sharing
Sales
Time Spent on Website
Higher Conversion Rates
Sales Lead Quality
Website Traffic 42%
34%
30%
27%
25%
23%
21%
23%
22%
Subscriber/Community Growth
SPONSORED BY
39
GOALS & METRICS
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
At which phases of the buyer’s journey does your
organization measure content marketing ROI?
Base = Content marketers. Aided list; multiple responses permitted.
Phases of Buyer’s Journey Where B2B Marketers
Measure Content Marketing ROI
Top-of-funnel
• Lead generation
• Building an audience
Mid-funnel
• Developing relationships with
qualified leads and existing customers
Bottom-of-funnel
• Conversions
• Sales
Post-sales
• Retention
• Upsell/Cross-Sell
• Loyalty
• Evangelism
Do not measure
content marketing ROI
49%
35%
44%
22%
28%
SPONSORED BY
40
GOALS & METRICS
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Indicate your level of agreement with each statement
concerning the content marketing metrics
used in your organization.
Base = Content marketers who use metrics to determine content marketing results; aided list.
B2B Marketers’ Metrics Agreement Statements
75% 15% 10%
72% 18% 10%
57% 27% 16%
27% 43% 30%
I/my team can demonstrate how content marketing has…
Increased audience
engagement
Increased our sales
Increased our
number of leads
Decreased our cost of
customer acquisition
■ Agree ■ Neither Agree Nor Disagree ■ Disagree
SPONSORED BY
41
BUDGETS&SPENDING
29% 39% 45%Is the average
proportion of total
marketing budget
that is spent on
content marketing
Plan to increase
their content
marketing
spending over the
next 12 months
Plan to keep their
content marketing
spending around the
same level over the
next 12 months
SPONSORED BY
CONTENT MARKETING
42
BUDGETS & SPENDING
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Approximately what percentage of your organization’s
total marketing budget (not including staff)
is spent on content marketing?
Base = Content marketers; aided list.
Percentage of Total Marketing Budget Spent
on B2B Content Marketing
1%
5%
9%
13%
19%
22%
28%
3%
100% 75-99% 50-74% 25-49% 10-24% 1-9% 0% Unsure
Average:
29%
SPONSORED BY
43
BUDGETS & SPENDING
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
How do you expect your organization’s content
marketing budget to change in the next 12 months?
Base = Content marketers; aided list.
45%
2%
14%
39%
B2B Content Marketing Spending
(Over Next 12 Months)
Increase
Remain
the Same
Decrease
Unsure
SPONSORED BY
44
METHODOLOGY/DEMOGRAPHICS
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
B2BContentMarketing:2017Benchmarks,Budgets,andTrends—NorthAmerica was produced by Content Marketing Institute and MarketingProfs
and sponsored by Brightcove.
The 7thAnnualContentMarketingSurvey, from which the results of this report were generated, was mailed electronically to a sample of marketers
included in lists from Content Marketing Institute, MarketingProfs, The Association for Data-driven Marketing & Advertising (ADMA), and WTWH Media.
A total of 2,562 recipients from around the globe—representing a full range of industries, functional areas, and company sizes—completed the survey
during July and August 2016. This report presents the findings from the 1,102 respondents who said they were B2B marketers in North America.
B2B Industry
Classification
Size of B2B Company
(by Employees)
B2B Job Title/
Function
19%
31%
27%
23%
■ Small (10-99 Employees)
■ Micro(Fewerthan10Employees)
■ Midsize (100-999 Employees)
■ Large (1,000+ Employees)
■ Technology
■ Agency (Advertising, Digital Marketing,
Content Marketing, PR, Marcom)
■ Manufacturing
■ Consulting
■ Publishing/Media
■ Banking/Accounting/Financial
■ Healthcare/Pharmaceuticals
■ Engineering/Construction/Architecture
■ Other
25%
18%
16%
9%
5%
3%
3%
3%
18%
43%
16%
11%
15%
9%
6%
■ Marketing/Advertising/
Communications/PR Management
■ Corporate Management
(Owner/President, CEO, CMO)
■ Content Creation/Management
■ Marketing – Staff/Support
■ General Management (GM, VP)
■ Other
SPONSORED BY
45
ABOUT
Content Marketing Institute and MarketingProfs thank all the survey respondents and the
distribution partners who made this survey possible.
About Content Marketing Institute (CMI)
Content Marketing Institute is the leading global content marketing education and training organization, teaching enterprise brands how
to attract and retain customers through compelling, multichannel storytelling. CMI’s Content Marketing World event, the largest content
marketing-focused event, is held every September in Cleveland, Ohio, USA, and the Intelligent Content Conference event is held every spring.
CMI publishes the bi-monthly magazine Chief Content Officer, and provides strategic consulting and content marketing research for some of
the best-known brands in the world. Watch this video to learn more about CMI, a UBM company. To view all research and to subscribe to our
emails, visit www.contentmarketinginstitute.com.
About MarketingProfs
MarketingProfs offers real-world education for modern marketers. More than 600,000 marketing professionals worldwide rely on our free
daily publications, virtual conferences, MarketingProfs University, and more to stay up to date on the most important trends and tactics in
marketing—and how to apply them to their businesses. Visit MarketingProfs.com for more information.
About Brightcove
Brightcove Inc. (NASDAQ:BCOV) is the leading global provider of powerful cloud solutions for delivering and monetizing video across
connected devices. The company offers a full suite of products and services that reduce the cost and complexity associated with publishing,
distributing, measuring, and monetizing video across devices. Brightcove has nearly 5,000 customers in over 70 countries that rely on the
company’s cloud solutions to successfully publish high-quality video experiences to audiences everywhere. To learn more, visit 
www.brightcove.com.
SPONSORED BY

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B2B Content Marketing 2017 - Benchmarks, Budgets & Trends - North America

  • 2. Welcome This Year’s B2B Content Marketing Top Performers At-A-Glance SECTION1: Usage & Team Organization SECTION2: Clarity, Commitment & Overall Success SECTION3: Content Marketing Strategy SECTION4: Content Creation & Distribution SECTION5:Goals & Metrics SECTION6: Budgets & Spending Methodology/Demographics About TABLE OF CONTENTS SPONSORED BY 3 4 5 10 19 24 41 44 45 35 2
  • 3. WELCOME Greetings Marketers, Welcome to the 7th Annual B2B Content Marketing Benchmarks, Budgets, and Trends—North America report. We’ve made quite a few changes to our annual survey this year to reflect the maturing content marketing industry. This year’s research paints a brighter picture than the last few years, indicating that content marketing is alive and well! Content marketers are on track—with 62% reporting that their organizations are much more or somewhat more successful with their overall content marketing approach compared with one year ago. Like last year, those who are further along with their approach are the most successful, while the vast majority of the least successful are in the young/early phases of content marketing. With time, a documented strategy, creativity, meaningful goals and metrics, a willingness to experiment, and perhaps most importantly, a commitment to content marketing, those marketers will succeed. Please watch for continuing editorial coverage of our research findings throughout 2017. We hope you will find the insights useful as you prepare for the year ahead. Yours in content, Joe & Ann Joe Pulizzi Founder Content Marketing Institute Ann Handley Chief Content Officer MarketingProfs 3 SPONSORED BY
  • 4. 4 COMPARISON CHART Most Successful All Respondents Least Successful Organization is clear on what an effective or successful content marketing program looks like 81% 41% 14% Organization is extremely/very committed to content marketing 91% 63% 35% Describes organization’s content marketing maturity as sophisticated/mature 72% 28% 2% Has a documented content marketing strategy 61% 37% 13% Content marketing strategy is extremely/very effective 83% 34% 2% Measures content marketing ROI 88% 72% 56% Percentage of total marketing budget allocated to content marketing (average) 39% 29% 22% Agrees that organization is realistic about what content marketing can achieve 91% 68% 41% Agrees that organization is able to quickly adjust content marketing strategy 87% 66% 41% Always/frequently delivers content consistently 85% 58% 32% Agrees that leadership gives ample time to produce results 77% 52% 26% This Year’s B2B Content Marketing Top Performers At-A-Glance 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Chart term definitions: A top performer (aka, “most successful”) is one who characterizes his or her organization’s overall content marketing approach as extremely or very successful. The “least successful” characterize their organization’s approach as minimally or not at all successful. SPONSORED BY
  • 5. 5 USAGE&TEAM ORGANIZATION 28% 55% 42%Are in the sophisticated/ mature phase of content marketing maturity Have small content marketing teams serving the entire organization Have experienced management changes that have had a positive impact on the organization’s content marketing USAGE&TEAM ORGANIZATION SPONSORED BY CONTENT MARKETING
  • 6. 6 USAGE & TEAM ORGANIZATION 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Does your organization use content marketing? Content marketing is defined as “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience—and, ultimately, to drive profitable customer action.” Note: Of the 11% nonusers, 52% say they plan to launch a content marketing effort within 12 months; 43% had no immediate plans to begin using content marketing; and 5% had used content marketing in the past but stopped. Base = B2B marketers. 89% Yes 11% No Percentage of B2B Marketers Using Content Marketing SPONSORED BY
  • 7. 7 USAGE & TEAM ORGANIZATION 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs How would you describe your organization’s content marketing maturity level? HowB2BMarketersAssessTheirOrganization’sContentMarketingMaturityLevel SOPHISTICATED MATURE ADOLESCENT YOUNG FIRST STEPS 6% 22% 35% 26% 10%Providing accurate measurement to the business, scaling across the organization Finding success, yet challenged with integration across the organization Have developed a business case, seeing early success, becoming more sophisticated with measurement and scaling Growing pains, challenged with creating a cohesive strategy and a measurement plan Doing some aspects of content, but have not yet begun to make content marketing a process Base = Content marketers; aided list. SPONSORED BY
  • 8. 8 USAGE & TEAM ORGANIZATION 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs How is content marketing structured within your organization? B2B Content Marketing Organizational Structure 24% 5% 13% 55% 2% Centralized content marketing group that works with multiple brands/product lines throughout the organization Each brand (product line/property) has its own content marketing team Both: A centralized group as well as individual teams throughout the organization Small (or one-person) marketing/ content marketing team serves the entire organization Other Base = Content marketers; aided list. SPONSORED BY
  • 9. 9 USAGE & TEAM ORGANIZATION 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Has your organization undergone any management and/or structural changes over the last 12 months that have impacted your content marketing approach? Base = Content marketers; aided list. 48% 9%42% B2B Management Changes Impacting Content Marketing Yes, had a positive impact Yes, had a negative impact No changes SPONSORED BY
  • 10. 10 CLARITY,COMMITMENT &OVERALLSUCCESS 63% 22% 62%Are extremely or very committed to content marketing Are extremely or very successful with their overall approach to content marketing Are much more or somewhat more successful with content marketing than they were one year ago SPONSORED BY CONTENT MARKETING
  • 11. 11 CLARITY, COMMITMENT & OVERALL SUCCESS 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs In your organization, is it clear what an effective or successful content marketing program looks like? Base = Content marketers; aided list. 29% 30%41% Percentage of B2B Marketers Whose Organizations Have Clarity on Content Marketing Success Yes No Unsure SPONSORED BY
  • 12. 12 CLARITY, COMMITMENT & OVERALL SUCCESS 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs How would you describe your organization’s commitment level to content marketing? Base = Content marketers; aided list. 30% 6% 1% 41% 22% B2B Organizations’ Commitment to Content Marketing Extremely Committed Very Committed Somewhat CommittedNot Very Committed Not At All Committed SPONSORED BY
  • 13. 13 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs CLARITY, COMMITMENT & OVERALL SUCCESS How would you characterize the success of your organization’s current overall content marketing approach? Base = Content marketers; aided list. Note: The survey defined success as achieving your organization’s desired/ targeted results. This report defines the Top 2 respondents (extremely/very) as “most successful” or “top performers,” and the Bottom 2 (minimally/not at all) as “least successful.” 53% 22%3% 19% 3% How B2B Marketers Rate the Success of Their Organizations’ Overall Content Marketing Approach Extremely Successful Very Successful Moderately Successful Minimally Successful Not At All Successful SPONSORED BY
  • 14. 14 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs CLARITY, COMMITMENT & OVERALL SUCCESS How does the success of your organization’s current overall content marketing approach compare with one year ago? Base = Content marketers; aided list. How B2B Marketers Rate Their Organization’s Content Marketing Success Compared With One Year Ago 17% 45% 28% 2% 1% 7% Much More Successful Somewhat More Successful About the Same as One Year Ago Somewhat Less Successful Much Less Successful Does Not Apply (program less than one year old) SPONSORED BY
  • 15. 15 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs CLARITY, COMMITMENT & OVERALL SUCCESS To what factors do you attribute your organization’s increase in overall success? Base=Contentmarketerswhosaidtheirorganizations’contentmarketingsuccessismuch/ somewhatmoresuccessfulthanoneyearago.Aidedlist;multipleresponsespermitted. Other reasons cited: Content Marketing Technologies/Tools (28%), More Budget for Content Marketing (25%), Content Marketing Training/Education (23%), We Have Given Our Efforts Time to Bear Fruit and Are Now Getting Results (21%), Assistance of Outside Expertise (10%), Changes in Target Audience (7%), and Other (3%). Factors Contributing to B2B Marketers’ Increased Success Over the Last Year 85% 72% 53% 50% Content Creation (higher quality, more efficient) Strategy (development or adjustment) Content Marketing Has Become a Greater Priority Spending More Time on Content Marketing Content Distribution (better targeting, identification of what works) Management/HR (organizational changes, staffing, new content marketing roles) Content Measurement (growing in ability to show results) 53% 43% 42% SPONSORED BY
  • 16. 16 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs CLARITY, COMMITMENT & OVERALL SUCCESS To what factors do you attribute your organization’s stagnancy in success with content marketing? Base = Content marketers who said their organizations’ content marketing success is about the same as one year ago. Aided list; multiple responses permitted. Other reasons cited: Content Marketing Technologies/Tools [lack of, or new systems that require a learning curve] (24%), Lack of Content Marketing Training/Education (22%), Lack of Adequate or Effective Content Distribution (20%), Program Hasn’t Had Enough Time to Bear Fruit/Produce Results (14%), Changes in Target Audience (5%), and Other (7%). Factors Contributing to B2B Marketers’ Stagnant Success Over the Last Year 52%Not Enough Time Devoted to Content Marketing Content-Creation Challenges Strategy Issues (lack of strategy, developing/adjusting strategy) Management/HR (organizational changes, staffing issues) Content Marketing Budget Issues (inadequate budget, budget cuts) Content Marketing Not Prioritized Highly Enough Content Measurement Challenges 49% 49% 38% 37% 34% 32% SPONSORED BY
  • 17. 17 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs CLARITY, COMMITMENT & OVERALL SUCCESS To what factors do you attribute your organization’s decrease in success with content marketing? Base = Content marketers who said their organizations’ content marketing success is somewhat/much less successful than one year ago. Aided list; multiple responses permitted. Other reasons cited: Changes in Target Audience (20%), Lack of Adequate or Effective Content Distribution (20%), Lack of Content Marketing Training/ Education (20%), Content Measurement Challenges (13%), Content Marketing Technologies/Tools [lack of, or new systems that require a learning curve] (10%), Program Hasn’t Had Enough Time to Bear Fruit/Produce Results (10%), and Other (23%). Factors Contributing to B2B Marketers’ Decreased Success Over the Last Year 57% Not Enough Time Devoted to Content Marketing Content-Creation Challenges Strategy Issues (lack of strategy, developing/adjusting strategy) Management/HR (organizational changes, staffing issues) Content Marketing Budget Issues (inadequate budget, budget cuts) Content Marketing Not Prioritized Highly Enough 47% 43% 40% 33% 27% SPONSORED BY
  • 18. 18 CLARITY, COMMITMENT & OVERALL SUCCESS 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Indicate your level of agreement with the following statements concerning content marketing in your organization. Base = Content marketers; aided list. B2B Marketers’ Opinions About Content Marketing 88% 8% 4% 78% 13% 9% 74% 14% 12% 72% 13% 15% 68% 17% 15% 68% 18% 14% 66% 18% 16% 52% 24% 24% Content marketing is an important component of our organization’s marketing program Our organization is focused on providing an overall exceptional experience for our audience Our organization is focused more on building long-term relationships than on getting quick (campaign-like) results from our content marketing Our organization values creativity and craft in content creation and production Our organization is focused on building audiences (building one or more subscriber bases) Our organization has realistic expectations about what content marketing can achieve We are able to respond quickly when necessary to adjust our content marketing strategy Our leadership team gives us ample time to produce content marketing results ■ Agree ■ Neither Agree Nor Disagree ■ Disagree SPONSORED BY
  • 19. 19 CONTENTMARKETING STRATEGY 37%Have a documented content marketing strategy 73% 34%Say their strategy includes a plan to operate content marketing as an ongoing business process, not simply a campaign Say their strategy is extremely or very effective at helping their organization achieve its current content marketing goals SPONSORED BY
  • 20. 20 CONTENT MARKETING STRATEGY 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Does your organization have a content marketing strategy? Base = Content marketers; aided list. 41%4% 37% 17% Percentage of B2B Marketers Who Have a Content Marketing Strategy Yes, and it is documented No, with no plans to have one within 12 months Yes, but it is not documented No, but plan to have one within 12 months SPONSORED BY
  • 21. 21 CONTENT MARKETING STRATEGY 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Which of the following elements are included in your content marketing strategy? Base = Content marketers who have a content marketing strategy. Aided list; multiple responses permitted. Elements B2B Marketers Include in Their Content Marketing Strategy 73% A plan to operate content marketing as an ongoing business process, not simply a campaign Content mission and a differentiated story/value to deliver Deep understanding of audience personas A process to align with other sales/ marketing/loyalty initiatives Well-defined business goals for content A measurement plan to provide both insight and progress toward the business goals The ability to scale over time (i.e., to grow along with your organization) Other elements Unsure 59% 57% 55% 54% 51% 35% 18% 3% SPONSORED BY
  • 22. 22 CONTENT MARKETING STRATEGY 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs How effective is your content marketing strategy at helping your organization achieve its current content marketing goals? Base = Content marketers who have a content marketing strategy; aided list. 54% 10%0% 29% 5% How B2B Marketers Rate the Effectiveness of Their Content Marketing Strategy Extremely Effective Very Effective Moderately Effective Minimally Effective Not At All Effective SPONSORED BY
  • 23. 23 CONTENT MARKETING STRATEGY 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs How effective is your content marketing strategy compared with one year ago? Base = Content marketers who have a content marketing strategy; aided list. How B2B Marketers Rate the Effectiveness of Their Content Marketing Strategy Compared With One Year Ago 24% 46% 23% 2% 0% 5% Much More Effective Somewhat More Effective About the Same as One Year Ago Somewhat Less Effective Much Less Effective Does Not Apply (program less than one year old) SPONSORED BY
  • 24. 24 CONTENTCREATION &DISTRIBUTION 76% 71% 69%Prioritize delivering content quality over quantity Consider how their content impacts the overall experience a person has with their organization Focus on creating content for their audience versus their brand SPONSORED BY CONTENT MARKETING
  • 25. 25 CONTENT CREATION & DISTRIBUTION 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Which content marketing tools does your organization currently use? Base = Content marketers. Aided list; multiple responses permitted. Fewer than 40% of B2B marketers said they use the following tools: Measurement KPIs/Dashboard (36%), Media Plan/Paid Advertising Calendar (32%), Editorial Mission Statement (18%), Content Collaboration/ Workflow Software (13%), Digital Asset Management (DAM) System/File Storage (11%), Content Distribution Software (9%), Content Planning/Creation Software (8%), and Other (5%). B2B Marketers’ Content Marketing Tool Usage 79% Social Media Guidelines Buyer Personas Marketing Automation Software Brand Style/Tone of Voice Guidelines Social Media Calendar Content Management System Editorial Calendar Dedicated Email Platform Analytics Tools 64% 62% 56% 56% 51% 51% 47% 43% : SPONSORED BY
  • 26. 26 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs CONTENT CREATION & DISTRIBUTION Which techniques does your organization use to gain knowledge about its target audience(s)? Base = Content marketers. Aided list; multiple responses permitted. Fewer than 35% of B2B marketers said they use the following techniques: Database Analysis (31%), Qualitative Primary Research (28%), Quantitative Primary Research (27%), Auditing Existing Buyer Data (24%), Expert Advisory Boards (11%), Usability Testing (11%), and Other (1%). 3% said they do not use techniques. Techniques B2B Marketers Use to Learn About Audience(s) for Content Marketing Purposes 58% Secondary Data Analysis A/B Testing Customer Feedback/Panels Social Listening Competitive Analysis Employee Feedback Keyword Search Website Analysis 57% 50% 47% 44% 42% 40% 37% SPONSORED BY
  • 27. 27 CONTENT CREATION & DISTRIBUTION 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Compared with 2016, do you expect your organization to produce more, the same amount, or less original content in 2017? Base = Content marketers; aided list. 25% 2% 3% 70% Expected Change in B2B Content Creation (2016 vs. 2017) More Same AmountLess Unsure SPONSORED BY
  • 28. 28 CONTENT CREATION & DISTRIBUTION 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Which content marketing tactics does your organization use? Base = Content marketers. Aided list; multiple responses permitted. Fewer than 50% of B2B marketers said they use the following tactics: Online Presentations (42%), Illustrations/Photos (39%), Research Reports (28%), Interactive Tools (28%), Print Magazines (23%), Digital Magazines (17%), Books (15%), Mobile Apps (14%), Podcasts (12%), Separate Content Hubs (10%), Video [live-streaming media] (10%), Print Newsletters (9%), Virtual Conferences (8%), and Other (12%). B2B Marketers’ Content Marketing Tactic Usage 83% Webinars/Webcasts Infographics Video (pre-produced) Ebooks/White Papers In-Person Events Email Newsletters Blogs Social Media Content 80% 77% 65% 60% 58% 58% 68% Average Number Used: 8 SPONSORED BY
  • 29. 29 CONTENT CREATION & DISTRIBUTION 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Which content marketing tactics that your organization uses will be most critical to its overall content marketing success in 2017? Base = Content marketers who use the tactics shown; multiple responses permitted. Fewer than 30% of B2B marketers whose organizations use the following tactics said the tactic will be critical to overall content marketing success in 2017: Infographics (15%), Research Reports (12%), Online Presentations (11%), Interactive Tools (9%), Illustrations/Photos (7%), Print Magazines (6%), Digital Magazines (5%), Books (4%), Mobile Apps (4%), Video [live- streaming media] (4%), Separate Content Hubs (4%), Podcasts (3%), Print Newsletters (2%), Virtual Conferences (2%), and Other (4%). Tactics Used That B2B Marketers Say Will be Most Critical to Content Marketing Success in 2017 52% Webinars/Webcasts Video (pre-produced) Ebooks/White Papers In-Person Events Email Newsletters Blogs Social Media Content 40% 40% 36% 32% 30% 38% SPONSORED BY
  • 30. 30 CONTENT CREATION & DISTRIBUTION 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs How often do you take the following concepts into account while creating content for your organization? Base: Content marketers; aided list. How Often B2B Marketers Consider Various Concepts While Creating Content 76% 20% 4% 71% 22% 7% 69% 23% 8% 64% 26% 10% 58% 28% 14% 53% 32% 15% 50% 34% 16% Prioritize delivering content quality over content quantity Consider how our content impacts the overall experience a person has with our organization Differentiate our content from our competition’s Focus on creating content for our audience versus our brand Deliver content consistently Craft content based on specific points of the buyer’s journey Prioritize providing the right content to the right person at the right time ■ Always/Frequently ■ Sometimes ■ Rarely/Never SPONSORED BY
  • 31. 31 CONTENT CREATION & DISTRIBUTION 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Which channels does your organization use to distribute content? Base = Content marketers. Aided list; multiple responses permitted. Fewer than 25% of B2B marketers said they use the following channels: Pinterest (14%), Medium (6%), Snapchat (3%), iTunes (3%), Tumblr (2%), and Other (18%). Channels B2B Marketers Use to Distribute Content 93% Instagram SlideShare Print Google+ YouTube Facebook Twitter LinkedIn Email 89% 77% 59% 35% 30% 26% 26% 76% Average Number Used: 6 SPONSORED BY
  • 32. 32 CONTENT CREATION & DISTRIBUTION 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs How important is each channel your organization uses to its overall content marketing success? Base = Content marketers who use the channels shown; multiple responses permitted. Note: Percentages comprise marketers who rated each channel a 4 or 5 on a 5-point scale where 5 = Extremely Important and 1 = Not At All Important. Importance ratings for Pinterest, Medium, Snapchat, iTunes, and Tumbler are not reported due to low incidence of use. Channels B2B Marketers Use to Distribute Content Rated by Importance to Overall Content Marketing Success 91% Facebook Instagram Google+ YouTube Twitter SlideShare LinkedIn Email Print 71% 58% 55% 40% 38% 30% 16% 56% SPONSORED BY
  • 33. 33 CONTENT CREATION & DISTRIBUTION 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Which paid methods of content promotion does your organization use in its content marketing efforts? Base = Content marketers. Aided list; multiple responses permitted. Paid Methods B2B Marketers Use to Promote Content 84% Traditional Online Banner Ads Native Advertising Do Not Use Print or Other Offline Promotion Search Engine Marketing Social Promotion 67% 58% 41% 18% 8% 55% Average Number Used: 3 Content Discovery Tools SPONSORED BY
  • 34. 34 CONTENT CREATION & DISTRIBUTION 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs How effective are the paid methods of content promotion that your organization uses? Base = Content marketers who use the paid methods shown; multiple responses permitted. Note: Percentages comprise marketers who rated each paid method a 4 or 5 on a 5-point scale where 5 = Extremely Effective and 1 = Not At All Effective. The survey defined effectiveness as accomplishing your content marketing objectives. Paid Methods B2B Marketers Use to Promote Content Rated by Effectiveness Print or Other Offline Promotion Native Advertising Traditional Online Banner Ads Content Discovery Tools Social Promotion Search Engine Marketing 54% 50% 27% 24% 24% 35% SPONSORED BY
  • 35. 35 GOALS&METRICS 80% 78% 75%Will focus on lead gen as a content marketing goal over the next 12 months Use website traffic to measure how well their content marketing is producing results Can demonstrate how content marketing has increased audience engagement SPONSORED BY CONTENT MARKETING
  • 36. 36 GOALS & METRICS 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Which content marketing goals will your organization focus on over the next 12 months? Base: Content marketers. Aided list; multiple responses permitted. Fewer than 45% of B2B marketers cited the following goals: Customer Evangelism/ Creating Brand Advocates (42%), Upsell/Cross-Sell (38%), Cost Savings (16%), and Other (2%). Organizational Goals for B2B Content Marketing Over Next 12 Months Customer Retention/Loyalty Building an Audience via Subscription Growth Engagement Lead Nurturing Sales Brand Awareness Lead Generation 80% 79% 66% 62% 56% 52% 71% SPONSORED BY
  • 37. 37 GOALS & METRICS 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Which metrics does your organization use to determine how well its content marketing is producing results? Base = Content marketers. Aided list; multiple responses permitted. Fewer than 35% of B2B marketers said they use the following metrics: Qualitative Feedback from Customers (33%), Inbound Links (32%), Data Capture (28%), Customer Renewal Rates (19%), Purchase Intent (17%), Brand Lift (15%), and Other (4%). 2% said they do not use metrics. B2B Marketers’ Content Marketing Metrics Usage SEO Ranking Sales Sales Lead Quantity Subscriber/Community Growth Social Media Sharing Time Spent on Website Higher Conversion Rates Sales Lead Quality Website Traffic 78% 57% 57% 54% 51% 51% 40% 50% 47% SPONSORED BY
  • 38. 38 GOALS & METRICS 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Which metrics that your organization uses provide truly measurable results of your content marketing efforts? Base = Content marketers who use the metrics shown; multiple responses permitted. Fewer than 15% of B2B marketers whose organizations use the following metrics said the metric provides truly measurable results of their content marketing efforts: Inbound Links (11%), Qualitative Feedback from Customers (10%), Data Capture (9%), Customer Renewal Rates (8%), Purchase Intent (5%), Brand Lift (4%), and Other (2%). 9% said none of the metrics they use provide truly measurable results. Metrics Used That B2B Marketers Say Provide Truly Measurable Results of Content Marketing Efforts SEO Ranking Sales Lead Quantity Social Media Sharing Sales Time Spent on Website Higher Conversion Rates Sales Lead Quality Website Traffic 42% 34% 30% 27% 25% 23% 21% 23% 22% Subscriber/Community Growth SPONSORED BY
  • 39. 39 GOALS & METRICS 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs At which phases of the buyer’s journey does your organization measure content marketing ROI? Base = Content marketers. Aided list; multiple responses permitted. Phases of Buyer’s Journey Where B2B Marketers Measure Content Marketing ROI Top-of-funnel • Lead generation • Building an audience Mid-funnel • Developing relationships with qualified leads and existing customers Bottom-of-funnel • Conversions • Sales Post-sales • Retention • Upsell/Cross-Sell • Loyalty • Evangelism Do not measure content marketing ROI 49% 35% 44% 22% 28% SPONSORED BY
  • 40. 40 GOALS & METRICS 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Indicate your level of agreement with each statement concerning the content marketing metrics used in your organization. Base = Content marketers who use metrics to determine content marketing results; aided list. B2B Marketers’ Metrics Agreement Statements 75% 15% 10% 72% 18% 10% 57% 27% 16% 27% 43% 30% I/my team can demonstrate how content marketing has… Increased audience engagement Increased our sales Increased our number of leads Decreased our cost of customer acquisition ■ Agree ■ Neither Agree Nor Disagree ■ Disagree SPONSORED BY
  • 41. 41 BUDGETS&SPENDING 29% 39% 45%Is the average proportion of total marketing budget that is spent on content marketing Plan to increase their content marketing spending over the next 12 months Plan to keep their content marketing spending around the same level over the next 12 months SPONSORED BY CONTENT MARKETING
  • 42. 42 BUDGETS & SPENDING 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Approximately what percentage of your organization’s total marketing budget (not including staff) is spent on content marketing? Base = Content marketers; aided list. Percentage of Total Marketing Budget Spent on B2B Content Marketing 1% 5% 9% 13% 19% 22% 28% 3% 100% 75-99% 50-74% 25-49% 10-24% 1-9% 0% Unsure Average: 29% SPONSORED BY
  • 43. 43 BUDGETS & SPENDING 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs How do you expect your organization’s content marketing budget to change in the next 12 months? Base = Content marketers; aided list. 45% 2% 14% 39% B2B Content Marketing Spending (Over Next 12 Months) Increase Remain the Same Decrease Unsure SPONSORED BY
  • 44. 44 METHODOLOGY/DEMOGRAPHICS 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs B2BContentMarketing:2017Benchmarks,Budgets,andTrends—NorthAmerica was produced by Content Marketing Institute and MarketingProfs and sponsored by Brightcove. The 7thAnnualContentMarketingSurvey, from which the results of this report were generated, was mailed electronically to a sample of marketers included in lists from Content Marketing Institute, MarketingProfs, The Association for Data-driven Marketing & Advertising (ADMA), and WTWH Media. A total of 2,562 recipients from around the globe—representing a full range of industries, functional areas, and company sizes—completed the survey during July and August 2016. This report presents the findings from the 1,102 respondents who said they were B2B marketers in North America. B2B Industry Classification Size of B2B Company (by Employees) B2B Job Title/ Function 19% 31% 27% 23% ■ Small (10-99 Employees) ■ Micro(Fewerthan10Employees) ■ Midsize (100-999 Employees) ■ Large (1,000+ Employees) ■ Technology ■ Agency (Advertising, Digital Marketing, Content Marketing, PR, Marcom) ■ Manufacturing ■ Consulting ■ Publishing/Media ■ Banking/Accounting/Financial ■ Healthcare/Pharmaceuticals ■ Engineering/Construction/Architecture ■ Other 25% 18% 16% 9% 5% 3% 3% 3% 18% 43% 16% 11% 15% 9% 6% ■ Marketing/Advertising/ Communications/PR Management ■ Corporate Management (Owner/President, CEO, CMO) ■ Content Creation/Management ■ Marketing – Staff/Support ■ General Management (GM, VP) ■ Other SPONSORED BY
  • 45. 45 ABOUT Content Marketing Institute and MarketingProfs thank all the survey respondents and the distribution partners who made this survey possible. About Content Marketing Institute (CMI) Content Marketing Institute is the leading global content marketing education and training organization, teaching enterprise brands how to attract and retain customers through compelling, multichannel storytelling. CMI’s Content Marketing World event, the largest content marketing-focused event, is held every September in Cleveland, Ohio, USA, and the Intelligent Content Conference event is held every spring. CMI publishes the bi-monthly magazine Chief Content Officer, and provides strategic consulting and content marketing research for some of the best-known brands in the world. Watch this video to learn more about CMI, a UBM company. To view all research and to subscribe to our emails, visit www.contentmarketinginstitute.com. About MarketingProfs MarketingProfs offers real-world education for modern marketers. More than 600,000 marketing professionals worldwide rely on our free daily publications, virtual conferences, MarketingProfs University, and more to stay up to date on the most important trends and tactics in marketing—and how to apply them to their businesses. Visit MarketingProfs.com for more information. About Brightcove Brightcove Inc. (NASDAQ:BCOV) is the leading global provider of powerful cloud solutions for delivering and monetizing video across connected devices. The company offers a full suite of products and services that reduce the cost and complexity associated with publishing, distributing, measuring, and monetizing video across devices. Brightcove has nearly 5,000 customers in over 70 countries that rely on the company’s cloud solutions to successfully publish high-quality video experiences to audiences everywhere. To learn more, visit  www.brightcove.com. SPONSORED BY