SlideShare a Scribd company logo
Spotlight Report 
Group Partner 
Technology 
Marketing 
Sponsored by 
CONTENT 
Marketing
INTRODUCTION 
More B2B 
Marketing Reports 
B2B marketers are increasingly using content marketing tactics to better 
engage B2B buyers and to educate, inform, entertain and guide them 
along their customer journey. 
This new Content Marketing Report is based on over 600 survey responses 
from marketing professionals to better understand the current state of 
content marketing and to identify new trends, and key challenges as well 
as best practices. 
Many thanks to everyone who participated in this survey! 
We hope you will enjoy this report. 
Holger Schulze 
Holger Schulze 
Group Founder 
Technology Marketing 
Community on LinkedIn 
Email: hhschulze@gmail.com 
Group Partner 
Technology 
Marketing 
CONTENT Marketing REPORT 2
Top-5 Trends in Content Marketing 
1 
2 
3 
4 
5 
SURVEY HIGHLIGHTS 
Lead generation is by far the number one goal of content marketing, followed by thought 
leadership and market education. Brand awareness is now the third most mentioned goal, 
taking the place of last year’s number three goal: customer acquisition. 
Companies with a documented content strategy are much more likely to be effective than 
those without a strategy. Only 30 percent of companies have a formally documented 
content strategy. 
The most mentioned content marketing challenge is finding enough time and resources 
to create content. The next biggest content marketing challenge is producing enough 
content, followed by producing truly engaging content to serve the needs of marketing 
programs. 
Content marketing ROI remains difficult to measure. Only a minority of respondents 
consider themselves at least somewhat successful at tracking ROI. 
LinkedIn tops the list of the most effective social media platforms for distributing content 
marketing. The runner ups are Twitter (moving up one rank compared to last year) and 
YouTube (moving down from second to third place). 
CONTENT Marketing REPORT 3
1 Content marketing goals 
When asked to identify their top 3 goals, lead generation is by a wide margin, the number one goal 
of content marketing (59 percent), as it was in last year’s survey. Thought leadership and market 
education follows with a distant 43 percent. Surprisingly, brand awareness is now the third most 
selected goal (40 percent), taking the place of last year’s number three goal: customer acquisition 
(which dropped to only 28 percent this year). 
Lead generation 
Thought leadership / market education 
Brand awareness 
Lead nurturing 
Engagement 
Customer acquisition 
Website traffic 
Customer loyalty / retention 
Revenue 
Social media engagement 
Channel enablement 
Other 
43% 
40% 
33% 
28% 
28% 
24% 
17% 
16% 
9% 
3% 
1% 
59% 
0% 10% 20% 30% 40% 50% 60% 
CONTENT Marketing REPORT 4
2 Content Marketing Strategy 
A whopping 72 percent of marketers have a content strategy in place. But only 30 percent have it 
formally documented. 
Have a content marketing strategy, 
but it is not documented. 
30% | Yes – it is documented 
42% | Yes – it is not documented 
21% | No 
7% | Not sure 
42% 
CONTENT Marketing REPORT 5
3 Content Marketing Effectiveness 
Companies with a documented content strategy are much more likely to be very or extremely 
effective (36 percent) than those without a documented strategy (11 percent). Most companies 
consider their content marketing at least somewhat effective. 
Not at all effective 
Slightly effective 
Somewhat effective 
Very effective 
Extremely effective 
Not sure 
49% 
27% 
29% 
41% 
Companies with a documented content strategy 
Companies without a documented content strategy 
9% 
11% 
9% 
7% 
0% 
2% 
12% 
4% 
0% 10% 20% 30% 40% 50% 
CONTENT Marketing REPORT 6
4 Most used content marketing tactics 
Blogging, social media and case studies are the most routinely used content marketing tactics and formats. 
Blogging 
Social media 
Case studies 
White papers 
Press releases 
Customer testimonials 
eNewsletters 
Videos 
Online articles 
Webinars / webcasts 
In-person events 
Infographics 
Analyst / research reports 
Slideware / presentations 
Product demos 
eBooks 
Microsites 
Community management 
Polling / research 
Advertorials 
Mobile content 
Print magazines 
Online reviews 
Virtual tradeshows / online events 
Licensed / syndicated content 
Branded apps 
Podcasts 
Visual content (cartoons, memes) 
Printed books 
We don't use any 
Games 
Other 
64% 
64% 
55% 
51% 
49% 
48% 
47% 
45% 
45% 
39% 
32% 
30% 
26% 
25% 
22% 
16% 
14% 
14% 
14% 
14% 
12% 
10% 
9% 
9% 
7% 
7% 
4% 
2% 
1% 
3% 
65% 
39% 
0% 10% 20% 30% 40% 50% 60% 70% 
CONTENT Marketing REPORT 7
5 Content Marketing Challenges 
Lack of time / bandwidth to create content 
Producing enough content variety / volume 
Producing truly engaging content 
Measuring content effectiveness 
Developing consistent content strategy 
Lack of budget to produce content 
Talent to produce content 
Getting content delivered to the right audiences 
Creating buyer and segment-specific content 
Integrating content marketing into our 
current workflows and technologies 
Lack of process and integration 
across marketing 
Finding right balance between 
free and gated content 
Localizing content for international markets 
Getting executive buy-in 
Inability to deliver the right content at 
the right moment on any device 
Poor content quality 
Finding domain experts 
Other 
50% 
42% 
38% 
34% 
31% 
28% 
27% 
26% 
22% 
19% 
18% 
16% 
15% 
12% 
11% 
10% 
4% 
51% The number one content 
0% 10% 20% 30% 40% 50% 60% 
marketing challenge is 
having enough time and 
bandwidth to create 
content (51 percent). 
The next biggest content 
marketing challenge is 
producing enough content 
volume (50 percent) 
followed by producing truly 
engaging content to serve 
the needs of marketing 
programs (42 percent). 
Measuring the effectiveness 
of content marketing has 
risen from the number 
six spot last year (28 
percent) to number four 
(38 percent) reflecting 
increasing pressure to 
demonstrate results and 
justify investment in 
content marketing. 
CONTENT Marketing REPORT 8
6 What Makes Content Effective 
Content marketing success starts with audience relevance (58 percent), followed by engaging and 
compelling storytelling (57 percent) that triggers a specific response (54 percent) - these priorities 
have not changed compared to last year. 
Audience relevance 
Engaging and compelling storytelling 
Triggers a response / action 
Effectively delivers message 
Search optimized (SEO) 
Originality 
Re-usable 
Personalized content 
Well-edited copy 
Easy to produce 
Low cost 
Other 
57% 
54% 
37% 
23% 
22% 
18% 
14% 
10% 
5% 
4% 
2% 
58% 
0% 10% 20% 30% 40% 50% 60% 
CONTENT Marketing REPORT 9
7 Metrics to Measure Content Marketing Success 
Web traffic and visits take the top spot of metrics marketers use to measure the impact of content 
marketing (63 percent). This is followed by views & downloads (59 percent) and lead quantity with 42 
percent. Social metrics, such as sharing on social media platforms, have surprisingly low importance 
with 36 percent. 
Web traffic / visits 
Views / downloads 
Lead quantity 
Lead quality 
Social media sharing 
SEO / search engine ranking 
Opportunities 
Subscriber growth 
Customer feedback 
Revenue 
Inbound links 
Share of conversation 
We don't measure 
Other 
59% 
42% 
39% 
36% 
31% 
30% 
26% 
25% 
21% 
19% 
9% 
2% 
15% 
63% 
0% 10% 20% 30% 40% 50% 60% 70% 
CONTENT Marketing REPORT 10
8 How content is sourced 
Content marketing ROI proves to be difficult to measure. Only 39 percent consider themselves at 
least somewhat successful at tracking ROI. 
39% 
consider themselves at least 
somewhat successful at tracking 
content marketing ROI 
24% 
30% 
31% 
6% 
2% 
7% 
| Not at all successful 
| Slightly successful 
| Somewhat successful 
| Very successful 
| Extremely successful 
| Not sure 
CONTENT Marketing REPORT 11
9 Who is responsible for 
content marketing strategy? 
In most companies, corporate marketing sets content strategy (54 percent), followed by product 
marketing (25 percent), and the CEO / President / Owner (21 percent) in smaller companies that 
often don’t have a dedicated marketing department. 
Corporate marketing 
Product marketing 
CEO / president / owner 
PR / communications 
Subject matter experts 
Demand generation 
External agency / consultant 
Sales 
Field marketing 
Product management 
Not sure 
Other 
25% 
21% 
19% 
13% 
10% 
9% 
8% 
6% 
6% 
4% 
12% 
54% 
0% 10% 20% 30% 40% 50% 60% 
CONTENT Marketing REPORT 12
10 Who creates content? 
Virtually unchanged from last year, corporate marketing is still the number one creator of content 
(53 percent), followed by product marketing (39 percent) and subject matter experts (36 percent). 
Corporate marketing 
Product marketing 
Subject matter experts 
PR / communications 
External agency / consultant 
CEO / president / owner 
Product management 
Field marketing 
Sales 
Demand generation 
Not Sure 
Other 
39% 
36% 
32% 
30% 
20% 
18% 
11% 
10% 
9% 
1% 
8% 
53% 
0% 10% 20% 30% 40% 50% 60% 
CONTENT Marketing REPORT 13
11 How do you source content? 
The vast majority of companies create content internally (92 percent). 38 percent curate or syndicate 
third party content. 
Create content internally 
Curate or syndicate third-party content 
Encourage user-generated content 
License / re-use existing content 
Other 
38% 
22% 
21% 
7% 
92% 
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 
CONTENT Marketing REPORT 14
12 Outsourcing of Content Production 
Virtually unchanged from last year, most content marketing is produced in-house. 
Responses in % 
25% 
0 
of marketers don’t outsource any content creation 
21% 
12% 
6% 
9% 
5% 5% 5% 
3% 
2% 
3% 
1% 
10 20 30 40 50 60 70 80 90 100 Not sure / Other 
30% 
20% 
10% 
0% 
Content creation outsourced % 
CONTENT Marketing REPORT 15
13 Most Outsourced Content Marketing Formats 
Analyst / research reports 
Blogging 
White papers 
Case studies 
Videos 
Infographics 
Online articles 
Press releases 
eBooks 
Advertorials 
Social media 
Microsites 
eNewsletters 
Webinars / webcasts 
Customer testimonials 
Licensed / syndicated content 
Polling / research 
Print magazines 
Slideware / presentations 
Branded apps 
Visual content (cartoons, memes) 
Mobile content 
Community management 
Online reviews 
In-person events 
Virtual tradeshows / online events 
Podcasts 
Product demos 
Printed books 
Games 
Other 
We don't outsource any 
24% 
23% 
22% 
21% 
20% 
16% 
16% 
14% 
12% 
11% 
9% 
9% 
8% 
8% 
6% 
6% 
5% 
4% 
4% 
3% 
3% 
3% 
3% 
2% 
2% 
1% 
1% 
1% 
0% 
3% 
27% 
10% 
0% 10% 20% 30% 
The most production-intensive 
content formats 
are also the most 
outsourced ones, no 
surprises here. Analyst 
and research reports top 
the list with 27 percentas 
they are mostly created 
by third parties. This is 
followed by blogging, 
white papers, case studies 
and videos. 
CONTENT Marketing REPORT 16
14 Most outsourced content marketing activities 
The activities that consume the most time and require most domain expertise are typically the most 
outsourced ones. The two most outsourced activities are writing (44 percent) and design (41 percent) 
of content assets. Conversely, planning and strategy setting are rarely outsourced (only 7 percent). 
Writing 
Design 
None 
Content distribution / syndication 
Editing 
Performance measurement & analytics 
Buyer persona creation 
Content planning & strategy 
Other 
41% 
26% 
18% 
14% 
9% 
7% 
7% 
2% 
44% 
0% 10% 20% 30% 40% 50% 
CONTENT Marketing REPORT 17
15 Effectiveness of social media 
LinkedIn tops the list of the 
most effective social media 
platforms to deliver content 
and engage audiences (82 
percent). The runners up are 
Twitter (66 percent, moving 
up one rank compared to 
last year) and YouTube 
(64 percent, moving from 
second to third place). 
Among the moderately 
effective social platforms, 
Google+ stands out with 
a higher ineffective rating 
(31 percent) than effective 
rating (29 percent). 
LinkedIn 
Twitter 
YouTube 
Facebook 
SlideShare 
Custom-developed 
communities 
Google + 
Vimeo 
BrightTALK 
Instagram 
Pinterest 
Spiceworks 
Flickr 
Quora 
StumbleUpon 
Vine 
Foursquare 
Tumblr 
82% 
66% 
64% 
41% 
38% 
30% 
29% 
12% 6% 
17% 17% 
14% 22% 
33% 26% 
10% 52% 
5% 65% 
31% 41% 
20% 
13% 
12% 
10% 
7% 
7% 
6% 
5% 
3% 6% 91% 
3% 6% 91% 
3% 8% 88% 
6% 74% 
3% 84% 
10% 78% 
17% 72% 
3% 90% 
7% 87% 
5% 89% 
7% 88% 
0% 20% 40% 60% 80% 100% 
Effective 
Ineffective 
I don’t use it 
CONTENT Marketing REPORT 18
16 Do you have a dedicated content 
marketing budget? 
The positive correlation of having a dedicated content marketing budget and having a documented 
content strategy couldn’t be more clear. 64 percent of companies with a documented strategy also 
have a dedicated content marketing budget. On the flip side, only 14 percent of companies without a 
documented strategy have a dedicated content marketing budget. 
Yes 
No 
Not sure 
75% 
14% 
10% 
28% 
64% 
Companies with a documented content strategy 
Companies without a documented content strategy 
8% 
0% 10% 20% 30% 40% 50% 60% 70% 80% 
CONTENT Marketing REPORT 19
17 Content Marketing Budget Owners 
For 51 percent of companies, corporate marketing owns content marketing funds, followed by the 
CEO / President / Owner (25 percent) in smaller companies. 
Corporate marketing 
CEO / president / owner 
Product marketing 
PR / communications 
Demand generation 
Field marketing 
Sales 
Product management 
External agency / consultant 
Subject matter experts 
Nobody 
Other 
25% 
12% 
10% 
7% 
4% 
3% 
2% 
2% 
9% 
5% 
6% 
51% 
0% 10% 20% 30% 40% 50% 60% 
CONTENT Marketing REPORT 20
18 Share of Budget for Content Marketing 
Most frequently, companies allocate about 10 percent of their marketing budget (excluding headcount) 
to content marketing. 
Responses in % 
9% 
Allocate 10% of the marketing budget to content marketing 
16% 
18% 
10% 
22% 
6% 7% 
2% 
4% 3% 
1% 1% 
0 10 20 30 40 50 60 70 80 90 100 Not sure / Other 
20% 
10% 
0% 
Percentage of budget allocated to content marketing 
CONTENT Marketing REPORT 21
19 Content Production Growth 
More than 77 percent of marketers are increasing content production over the next 12 months, 29 
percent of them significantly so. 15 percent of marketers expect content production to stay flat. 
Virtually no marketers expect content production to decline. 
77% 
will increase content production 
over the next 12 months 
29% 
48% 
15% 
2% 
0% 
6% 
48% 
29% 
| Increases significantly 
| Increases 
| Same / stays flat 
| Decreases 
| Decreases significantly 
| Not sure 
CONTENT Marketing REPORT 22
20 How do marketers segment content? 
The most popular type of segmenting content is by product category (53 percent). Buyer personas 
have become more popular with 40 percent, followed by vertical segmentation with 35 percent. The 
least popular segmentation dimension is company size with 11 percent. Only 16 percent of marketers 
don’t systematically segment content. 
By product / service category 
By buyer persona 
By vertical 
By stage in buying cycle 
(customer journey) 
By pain point 
We do not systematically 
segment content 
By company size 
Other 
40% 
35% 
32% 
28% 
16% 
11% 
2% 
53% 
0% 10% 20% 30% 40% 50% 60% 
CONTENT Marketing REPORT 23
21 How frequently is content published? 
Most frequently, marketers publish content multiple times per month (22 percent), 20 percent even 
publish multiple times per week. 
Multiple times per month 
Multiple times per week 
Weekly 
Monthly 
Daily 
Less than once per month 
Not sure / Other 
20% 
18% 
15% 
10% 
9% 
5% 
22% 
0% 10% 20% 30% 
CONTENT Marketing REPORT 24
22 How many segments do marketers 
support with content? 
Most frequently, our respondents support more than five different market segments, three roles & 
buyer personas, and three buying stages with dedicated content. 
0 
8% 9% 18% 19% 8% 7% 20% 11% 
9% 9% 19% 24% 9% 7% 12% 11% 
12% 7% 12% 25% 15% 8% 6% 15% 
10 20 30 40 50 60 70 80 90 100 
Number of supported segments 0 
1 2 3 4 5 +5 not sure 
Market Segments 
Roles & 
Buyer Personas 
Buying Stages 
CONTENT Marketing REPORT 25
23 Marketing Technology Budget 
Most frequently, 25 percent of marketers allocate between 1 and 10 percent of marketing budgets to 
marketing technology. 
Responses in % 
9% 
0 
Allocate between 1-10% of the marketing budget to marketing technology 
15% 
25% 
25% 
13% 
3% 4% 
2% 1% 1% 1% 1% 
1-10 11-20 21-30 31-40 41-50 51-60 61-70 71-80 81-90 91-100 Not sure / Other 
30% 
20% 
10% 
0% 
Budget for marketing technology in % 
CONTENT Marketing REPORT 26
24 Integration of Content Marketing 
and Marketing Automation 
Companies with a documented content marketing strategy are much more likely to actively use 
marketing automation. A majority of companies without content strategy don’t use marketing 
automation (58 percent). 
We actively create content to feed 
automated campaigns 
We use marketing automation 
to nurture leads 
We use marketing automation 
to generate leads 
We use marketing automation 
to engage with customers 
We don't use marketing automation 
We sporadically use content for 
marketing automation campaigns 
Other 
58% 
14% 47% 
23% 46% 
44% 
35% 
Companies with a documented content strategy 
Companies without a documented content strategy 
16% 
14% 
11% 
0% 
26% 
1% 
31% 
0% 10% 20% 30% 40% 50% 60% 
CONTENT Marketing REPORT 27
Demographics & Methodology 
This survey was conducted from July through September 2014. We collected 634 responses from B2B 
marketing professionals. Here is a detailed breakdown of the demographics. 
Corporate Marketing 
Marketing Communications 
Content Marketing 
Marketing Operations 
Product or Solutions Marketing 
JOB FUNCTION 
0% 10% 20% 30% 
INDUSTRY 
0% 10% 20% 
Software 
High-Tech 
Advertising / Marketing 
Consulting 
Manufacturing 
JOB TITLE 
0% 10% 20% 30% 40% 50% 60% 70% 
Marketing/Advertising/ 
Communications/PR 
CEO/President/Owner 
Consultant 
Sales 
Operations 
COMPANY SIZE (EMPLOYEES) 
30% | 1-10 
25% | 11-100 
10% | 101-250 
8% | 251-500 
6% | 501-1000 
4% | 1001-2500 
3% | 2501-5000 
4% | 5001-10K 
9% | 10K+ 
CONTENT Marketing REPORT 28
SPONSORS We would like to thank our sponsors for supporting the 
Content Marketing Report 2014 
BrightTALK | www.brighttalk.com 
BrightTALK provides webinars and videos for professionals and their communities. At BrightTALK, we believe that people 
learn the most when they hear directly from those who know the subject best. We also believe that this experience is enhanced 
through a dialog between speakers and the audience. Every day thousands of thought leaders are actively sharing their 
insights, their ideas and their most up-to-date knowledge with professionals all over the globe through the video and webinar 
technologies that BrightTALK has created. Our online event tools offer a dynamic environment for everyone involved. It is the 
interactions we witness and the advancement of knowledge in our online communities that excites us the most. 
IDG Enterprise | www.idgenterprise.com 
IDG Enterprise brings together the unique brands (Computerworld, InfoWorld, Network World, CIO, DEMO, CSO and ITworld) 
to serve the information needs of our IT and security-focused audiences. By leveraging the strengths of each individual brand, 
while simultaneously harnessing their collective reach and audience affinity, we provide market leadership and media best 
practices for our marketing customers to engage their customers across our portfolio. 
IO Integration, Inc | www.iointegration.com 
IO Integration (IOI) is a leading global provider of marketing technology for the world’s top brands, agencies, retailers, 
and publishers—and we’re the exclusive North American provider of the censhare customer experience management and 
enterprise communication platform. We revolutionize the way marketing teams work so they can cost-effectively deliver real-time, 
personalized, omni-channel experiences that wow customers and win markets. When you partner with IOI’s turnkey 
Professional Services team, you put the best technology, brightest minds, and award-winning support in your corner. To help 
you execute campaigns flawlessly. Get more time to dream big and be creative. And make your customers love your brand. 
What marketing team wouldn’t want that? 
Spiceworks | www.spiceworks.com 
Launched in 2006, Spiceworks is an Austin-based company that’s shaking up the tech space and transforming how products 
(hardware, software and IT services) are marketed and sold to over 6 million IT professionals around the world. Over 2,000 
new users join Spiceworks for free each day. Over 3,000 tech brands (including Microsoft, Dell, HP and Rackspace) advertise in 
Spiceworks to reach these IT pros. Historically a tough market to reach, vendors love the unique ways Spiceworks helps them 
connect with this elusive market… so much so that Forbes touted us “the future of media”! 
CONTENT Marketing REPORT 29

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B2B Content Marketing Report

  • 1. Spotlight Report Group Partner Technology Marketing Sponsored by CONTENT Marketing
  • 2. INTRODUCTION More B2B Marketing Reports B2B marketers are increasingly using content marketing tactics to better engage B2B buyers and to educate, inform, entertain and guide them along their customer journey. This new Content Marketing Report is based on over 600 survey responses from marketing professionals to better understand the current state of content marketing and to identify new trends, and key challenges as well as best practices. Many thanks to everyone who participated in this survey! We hope you will enjoy this report. Holger Schulze Holger Schulze Group Founder Technology Marketing Community on LinkedIn Email: hhschulze@gmail.com Group Partner Technology Marketing CONTENT Marketing REPORT 2
  • 3. Top-5 Trends in Content Marketing 1 2 3 4 5 SURVEY HIGHLIGHTS Lead generation is by far the number one goal of content marketing, followed by thought leadership and market education. Brand awareness is now the third most mentioned goal, taking the place of last year’s number three goal: customer acquisition. Companies with a documented content strategy are much more likely to be effective than those without a strategy. Only 30 percent of companies have a formally documented content strategy. The most mentioned content marketing challenge is finding enough time and resources to create content. The next biggest content marketing challenge is producing enough content, followed by producing truly engaging content to serve the needs of marketing programs. Content marketing ROI remains difficult to measure. Only a minority of respondents consider themselves at least somewhat successful at tracking ROI. LinkedIn tops the list of the most effective social media platforms for distributing content marketing. The runner ups are Twitter (moving up one rank compared to last year) and YouTube (moving down from second to third place). CONTENT Marketing REPORT 3
  • 4. 1 Content marketing goals When asked to identify their top 3 goals, lead generation is by a wide margin, the number one goal of content marketing (59 percent), as it was in last year’s survey. Thought leadership and market education follows with a distant 43 percent. Surprisingly, brand awareness is now the third most selected goal (40 percent), taking the place of last year’s number three goal: customer acquisition (which dropped to only 28 percent this year). Lead generation Thought leadership / market education Brand awareness Lead nurturing Engagement Customer acquisition Website traffic Customer loyalty / retention Revenue Social media engagement Channel enablement Other 43% 40% 33% 28% 28% 24% 17% 16% 9% 3% 1% 59% 0% 10% 20% 30% 40% 50% 60% CONTENT Marketing REPORT 4
  • 5. 2 Content Marketing Strategy A whopping 72 percent of marketers have a content strategy in place. But only 30 percent have it formally documented. Have a content marketing strategy, but it is not documented. 30% | Yes – it is documented 42% | Yes – it is not documented 21% | No 7% | Not sure 42% CONTENT Marketing REPORT 5
  • 6. 3 Content Marketing Effectiveness Companies with a documented content strategy are much more likely to be very or extremely effective (36 percent) than those without a documented strategy (11 percent). Most companies consider their content marketing at least somewhat effective. Not at all effective Slightly effective Somewhat effective Very effective Extremely effective Not sure 49% 27% 29% 41% Companies with a documented content strategy Companies without a documented content strategy 9% 11% 9% 7% 0% 2% 12% 4% 0% 10% 20% 30% 40% 50% CONTENT Marketing REPORT 6
  • 7. 4 Most used content marketing tactics Blogging, social media and case studies are the most routinely used content marketing tactics and formats. Blogging Social media Case studies White papers Press releases Customer testimonials eNewsletters Videos Online articles Webinars / webcasts In-person events Infographics Analyst / research reports Slideware / presentations Product demos eBooks Microsites Community management Polling / research Advertorials Mobile content Print magazines Online reviews Virtual tradeshows / online events Licensed / syndicated content Branded apps Podcasts Visual content (cartoons, memes) Printed books We don't use any Games Other 64% 64% 55% 51% 49% 48% 47% 45% 45% 39% 32% 30% 26% 25% 22% 16% 14% 14% 14% 14% 12% 10% 9% 9% 7% 7% 4% 2% 1% 3% 65% 39% 0% 10% 20% 30% 40% 50% 60% 70% CONTENT Marketing REPORT 7
  • 8. 5 Content Marketing Challenges Lack of time / bandwidth to create content Producing enough content variety / volume Producing truly engaging content Measuring content effectiveness Developing consistent content strategy Lack of budget to produce content Talent to produce content Getting content delivered to the right audiences Creating buyer and segment-specific content Integrating content marketing into our current workflows and technologies Lack of process and integration across marketing Finding right balance between free and gated content Localizing content for international markets Getting executive buy-in Inability to deliver the right content at the right moment on any device Poor content quality Finding domain experts Other 50% 42% 38% 34% 31% 28% 27% 26% 22% 19% 18% 16% 15% 12% 11% 10% 4% 51% The number one content 0% 10% 20% 30% 40% 50% 60% marketing challenge is having enough time and bandwidth to create content (51 percent). The next biggest content marketing challenge is producing enough content volume (50 percent) followed by producing truly engaging content to serve the needs of marketing programs (42 percent). Measuring the effectiveness of content marketing has risen from the number six spot last year (28 percent) to number four (38 percent) reflecting increasing pressure to demonstrate results and justify investment in content marketing. CONTENT Marketing REPORT 8
  • 9. 6 What Makes Content Effective Content marketing success starts with audience relevance (58 percent), followed by engaging and compelling storytelling (57 percent) that triggers a specific response (54 percent) - these priorities have not changed compared to last year. Audience relevance Engaging and compelling storytelling Triggers a response / action Effectively delivers message Search optimized (SEO) Originality Re-usable Personalized content Well-edited copy Easy to produce Low cost Other 57% 54% 37% 23% 22% 18% 14% 10% 5% 4% 2% 58% 0% 10% 20% 30% 40% 50% 60% CONTENT Marketing REPORT 9
  • 10. 7 Metrics to Measure Content Marketing Success Web traffic and visits take the top spot of metrics marketers use to measure the impact of content marketing (63 percent). This is followed by views & downloads (59 percent) and lead quantity with 42 percent. Social metrics, such as sharing on social media platforms, have surprisingly low importance with 36 percent. Web traffic / visits Views / downloads Lead quantity Lead quality Social media sharing SEO / search engine ranking Opportunities Subscriber growth Customer feedback Revenue Inbound links Share of conversation We don't measure Other 59% 42% 39% 36% 31% 30% 26% 25% 21% 19% 9% 2% 15% 63% 0% 10% 20% 30% 40% 50% 60% 70% CONTENT Marketing REPORT 10
  • 11. 8 How content is sourced Content marketing ROI proves to be difficult to measure. Only 39 percent consider themselves at least somewhat successful at tracking ROI. 39% consider themselves at least somewhat successful at tracking content marketing ROI 24% 30% 31% 6% 2% 7% | Not at all successful | Slightly successful | Somewhat successful | Very successful | Extremely successful | Not sure CONTENT Marketing REPORT 11
  • 12. 9 Who is responsible for content marketing strategy? In most companies, corporate marketing sets content strategy (54 percent), followed by product marketing (25 percent), and the CEO / President / Owner (21 percent) in smaller companies that often don’t have a dedicated marketing department. Corporate marketing Product marketing CEO / president / owner PR / communications Subject matter experts Demand generation External agency / consultant Sales Field marketing Product management Not sure Other 25% 21% 19% 13% 10% 9% 8% 6% 6% 4% 12% 54% 0% 10% 20% 30% 40% 50% 60% CONTENT Marketing REPORT 12
  • 13. 10 Who creates content? Virtually unchanged from last year, corporate marketing is still the number one creator of content (53 percent), followed by product marketing (39 percent) and subject matter experts (36 percent). Corporate marketing Product marketing Subject matter experts PR / communications External agency / consultant CEO / president / owner Product management Field marketing Sales Demand generation Not Sure Other 39% 36% 32% 30% 20% 18% 11% 10% 9% 1% 8% 53% 0% 10% 20% 30% 40% 50% 60% CONTENT Marketing REPORT 13
  • 14. 11 How do you source content? The vast majority of companies create content internally (92 percent). 38 percent curate or syndicate third party content. Create content internally Curate or syndicate third-party content Encourage user-generated content License / re-use existing content Other 38% 22% 21% 7% 92% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% CONTENT Marketing REPORT 14
  • 15. 12 Outsourcing of Content Production Virtually unchanged from last year, most content marketing is produced in-house. Responses in % 25% 0 of marketers don’t outsource any content creation 21% 12% 6% 9% 5% 5% 5% 3% 2% 3% 1% 10 20 30 40 50 60 70 80 90 100 Not sure / Other 30% 20% 10% 0% Content creation outsourced % CONTENT Marketing REPORT 15
  • 16. 13 Most Outsourced Content Marketing Formats Analyst / research reports Blogging White papers Case studies Videos Infographics Online articles Press releases eBooks Advertorials Social media Microsites eNewsletters Webinars / webcasts Customer testimonials Licensed / syndicated content Polling / research Print magazines Slideware / presentations Branded apps Visual content (cartoons, memes) Mobile content Community management Online reviews In-person events Virtual tradeshows / online events Podcasts Product demos Printed books Games Other We don't outsource any 24% 23% 22% 21% 20% 16% 16% 14% 12% 11% 9% 9% 8% 8% 6% 6% 5% 4% 4% 3% 3% 3% 3% 2% 2% 1% 1% 1% 0% 3% 27% 10% 0% 10% 20% 30% The most production-intensive content formats are also the most outsourced ones, no surprises here. Analyst and research reports top the list with 27 percentas they are mostly created by third parties. This is followed by blogging, white papers, case studies and videos. CONTENT Marketing REPORT 16
  • 17. 14 Most outsourced content marketing activities The activities that consume the most time and require most domain expertise are typically the most outsourced ones. The two most outsourced activities are writing (44 percent) and design (41 percent) of content assets. Conversely, planning and strategy setting are rarely outsourced (only 7 percent). Writing Design None Content distribution / syndication Editing Performance measurement & analytics Buyer persona creation Content planning & strategy Other 41% 26% 18% 14% 9% 7% 7% 2% 44% 0% 10% 20% 30% 40% 50% CONTENT Marketing REPORT 17
  • 18. 15 Effectiveness of social media LinkedIn tops the list of the most effective social media platforms to deliver content and engage audiences (82 percent). The runners up are Twitter (66 percent, moving up one rank compared to last year) and YouTube (64 percent, moving from second to third place). Among the moderately effective social platforms, Google+ stands out with a higher ineffective rating (31 percent) than effective rating (29 percent). LinkedIn Twitter YouTube Facebook SlideShare Custom-developed communities Google + Vimeo BrightTALK Instagram Pinterest Spiceworks Flickr Quora StumbleUpon Vine Foursquare Tumblr 82% 66% 64% 41% 38% 30% 29% 12% 6% 17% 17% 14% 22% 33% 26% 10% 52% 5% 65% 31% 41% 20% 13% 12% 10% 7% 7% 6% 5% 3% 6% 91% 3% 6% 91% 3% 8% 88% 6% 74% 3% 84% 10% 78% 17% 72% 3% 90% 7% 87% 5% 89% 7% 88% 0% 20% 40% 60% 80% 100% Effective Ineffective I don’t use it CONTENT Marketing REPORT 18
  • 19. 16 Do you have a dedicated content marketing budget? The positive correlation of having a dedicated content marketing budget and having a documented content strategy couldn’t be more clear. 64 percent of companies with a documented strategy also have a dedicated content marketing budget. On the flip side, only 14 percent of companies without a documented strategy have a dedicated content marketing budget. Yes No Not sure 75% 14% 10% 28% 64% Companies with a documented content strategy Companies without a documented content strategy 8% 0% 10% 20% 30% 40% 50% 60% 70% 80% CONTENT Marketing REPORT 19
  • 20. 17 Content Marketing Budget Owners For 51 percent of companies, corporate marketing owns content marketing funds, followed by the CEO / President / Owner (25 percent) in smaller companies. Corporate marketing CEO / president / owner Product marketing PR / communications Demand generation Field marketing Sales Product management External agency / consultant Subject matter experts Nobody Other 25% 12% 10% 7% 4% 3% 2% 2% 9% 5% 6% 51% 0% 10% 20% 30% 40% 50% 60% CONTENT Marketing REPORT 20
  • 21. 18 Share of Budget for Content Marketing Most frequently, companies allocate about 10 percent of their marketing budget (excluding headcount) to content marketing. Responses in % 9% Allocate 10% of the marketing budget to content marketing 16% 18% 10% 22% 6% 7% 2% 4% 3% 1% 1% 0 10 20 30 40 50 60 70 80 90 100 Not sure / Other 20% 10% 0% Percentage of budget allocated to content marketing CONTENT Marketing REPORT 21
  • 22. 19 Content Production Growth More than 77 percent of marketers are increasing content production over the next 12 months, 29 percent of them significantly so. 15 percent of marketers expect content production to stay flat. Virtually no marketers expect content production to decline. 77% will increase content production over the next 12 months 29% 48% 15% 2% 0% 6% 48% 29% | Increases significantly | Increases | Same / stays flat | Decreases | Decreases significantly | Not sure CONTENT Marketing REPORT 22
  • 23. 20 How do marketers segment content? The most popular type of segmenting content is by product category (53 percent). Buyer personas have become more popular with 40 percent, followed by vertical segmentation with 35 percent. The least popular segmentation dimension is company size with 11 percent. Only 16 percent of marketers don’t systematically segment content. By product / service category By buyer persona By vertical By stage in buying cycle (customer journey) By pain point We do not systematically segment content By company size Other 40% 35% 32% 28% 16% 11% 2% 53% 0% 10% 20% 30% 40% 50% 60% CONTENT Marketing REPORT 23
  • 24. 21 How frequently is content published? Most frequently, marketers publish content multiple times per month (22 percent), 20 percent even publish multiple times per week. Multiple times per month Multiple times per week Weekly Monthly Daily Less than once per month Not sure / Other 20% 18% 15% 10% 9% 5% 22% 0% 10% 20% 30% CONTENT Marketing REPORT 24
  • 25. 22 How many segments do marketers support with content? Most frequently, our respondents support more than five different market segments, three roles & buyer personas, and three buying stages with dedicated content. 0 8% 9% 18% 19% 8% 7% 20% 11% 9% 9% 19% 24% 9% 7% 12% 11% 12% 7% 12% 25% 15% 8% 6% 15% 10 20 30 40 50 60 70 80 90 100 Number of supported segments 0 1 2 3 4 5 +5 not sure Market Segments Roles & Buyer Personas Buying Stages CONTENT Marketing REPORT 25
  • 26. 23 Marketing Technology Budget Most frequently, 25 percent of marketers allocate between 1 and 10 percent of marketing budgets to marketing technology. Responses in % 9% 0 Allocate between 1-10% of the marketing budget to marketing technology 15% 25% 25% 13% 3% 4% 2% 1% 1% 1% 1% 1-10 11-20 21-30 31-40 41-50 51-60 61-70 71-80 81-90 91-100 Not sure / Other 30% 20% 10% 0% Budget for marketing technology in % CONTENT Marketing REPORT 26
  • 27. 24 Integration of Content Marketing and Marketing Automation Companies with a documented content marketing strategy are much more likely to actively use marketing automation. A majority of companies without content strategy don’t use marketing automation (58 percent). We actively create content to feed automated campaigns We use marketing automation to nurture leads We use marketing automation to generate leads We use marketing automation to engage with customers We don't use marketing automation We sporadically use content for marketing automation campaigns Other 58% 14% 47% 23% 46% 44% 35% Companies with a documented content strategy Companies without a documented content strategy 16% 14% 11% 0% 26% 1% 31% 0% 10% 20% 30% 40% 50% 60% CONTENT Marketing REPORT 27
  • 28. Demographics & Methodology This survey was conducted from July through September 2014. We collected 634 responses from B2B marketing professionals. Here is a detailed breakdown of the demographics. Corporate Marketing Marketing Communications Content Marketing Marketing Operations Product or Solutions Marketing JOB FUNCTION 0% 10% 20% 30% INDUSTRY 0% 10% 20% Software High-Tech Advertising / Marketing Consulting Manufacturing JOB TITLE 0% 10% 20% 30% 40% 50% 60% 70% Marketing/Advertising/ Communications/PR CEO/President/Owner Consultant Sales Operations COMPANY SIZE (EMPLOYEES) 30% | 1-10 25% | 11-100 10% | 101-250 8% | 251-500 6% | 501-1000 4% | 1001-2500 3% | 2501-5000 4% | 5001-10K 9% | 10K+ CONTENT Marketing REPORT 28
  • 29. SPONSORS We would like to thank our sponsors for supporting the Content Marketing Report 2014 BrightTALK | www.brighttalk.com BrightTALK provides webinars and videos for professionals and their communities. At BrightTALK, we believe that people learn the most when they hear directly from those who know the subject best. We also believe that this experience is enhanced through a dialog between speakers and the audience. Every day thousands of thought leaders are actively sharing their insights, their ideas and their most up-to-date knowledge with professionals all over the globe through the video and webinar technologies that BrightTALK has created. Our online event tools offer a dynamic environment for everyone involved. It is the interactions we witness and the advancement of knowledge in our online communities that excites us the most. IDG Enterprise | www.idgenterprise.com IDG Enterprise brings together the unique brands (Computerworld, InfoWorld, Network World, CIO, DEMO, CSO and ITworld) to serve the information needs of our IT and security-focused audiences. By leveraging the strengths of each individual brand, while simultaneously harnessing their collective reach and audience affinity, we provide market leadership and media best practices for our marketing customers to engage their customers across our portfolio. IO Integration, Inc | www.iointegration.com IO Integration (IOI) is a leading global provider of marketing technology for the world’s top brands, agencies, retailers, and publishers—and we’re the exclusive North American provider of the censhare customer experience management and enterprise communication platform. We revolutionize the way marketing teams work so they can cost-effectively deliver real-time, personalized, omni-channel experiences that wow customers and win markets. When you partner with IOI’s turnkey Professional Services team, you put the best technology, brightest minds, and award-winning support in your corner. To help you execute campaigns flawlessly. Get more time to dream big and be creative. And make your customers love your brand. What marketing team wouldn’t want that? Spiceworks | www.spiceworks.com Launched in 2006, Spiceworks is an Austin-based company that’s shaking up the tech space and transforming how products (hardware, software and IT services) are marketed and sold to over 6 million IT professionals around the world. Over 2,000 new users join Spiceworks for free each day. Over 3,000 tech brands (including Microsoft, Dell, HP and Rackspace) advertise in Spiceworks to reach these IT pros. Historically a tough market to reach, vendors love the unique ways Spiceworks helps them connect with this elusive market… so much so that Forbes touted us “the future of media”! CONTENT Marketing REPORT 29