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B2B Content Marketing:
2014 Benchmarks, Budgets, and Trends – North America
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FOREWORD
Greetings Content Marketers,
Welcome to this year’s report on the content marketing practices of business-to-business (B2B) technology marketers
in North America.
In this report, we highlight key areas of difference between the most effective technology marketers and their less effective peers.
We also show some differences between those who have a documented content strategy and those who do not. For example:
	 The most effective technology marketers allocate more budget to content marketing when compared with the overall sample 	
	 of technology marketers (35% vs. 28%)
	 Only 39% of technology marketers say their organizations are effective at content marketing, however having a documented 		
	 strategy dramatically increases confidence (62% of those with a strategy say they are effective)
Technology marketers use a good mix of tactics and continue to invest in content marketing, with 58% planning to increase spend
over the next 12 months. We look forward to seeing how this continued investment pays off over the next year.
On with the content marketing revolution…
Joe Pulizzi
Founder
Content Marketing Institute
3
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2014 B2B Technology Trends—North America:
Content Marketing Institute/MarketingProfs
39% of technology marketers say they are effective
at content marketing.
OVERALL EFFECTIVENESS
	 Confidence rises when a technology 		
		 marketer has a documented content 	
		 strategy (62% of those with a
		 documented strategy say they are
		 effective).
How Technology Marketers
Rate the Effectiveness of
Their Organization’s
Use of Content Marketing
8%
31%
50%
11%
1%
Very Effective
Not At All Effective
100 20 30 40 50 60 70 80 90 100
5
4
3
2
1
4
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2014 B2B Technology Trends—North America: Content Marketing Institute/MarketingProfs
EFFECTIVENESS
Comparison of Most Effective Technology Marketers
with Least Effective Technology Marketers
MostEffective Overall/Average LeastEffective
75% 46% 10%
• “Most Effective” = Respondents who rated their organization’s use of content marketing as 4 or 5 in terms
of effectiveness (on a scale of 1 to 5, with 5 being “Very Effective”)
• “Least Effective” = Respondents who rated their organization’s use of content marketing as 1 or 2 in terms
of effectiveness (on a scale of 1 to 5, with 1 being “Not At All Effective”)
Hasadocumentedcontentstrategy
Hassomeonewhooverseescontentmarketingstrategy
Averagenumberoftacticsused
Averagenumberofsocialmediaplatformsused
Percentageofmarketingbudgetspentoncontentmarketing
Planstoincreasecontentmarketingspendovernext12months
Challengedwithproducingengagingcontent
Challengedwithproducingavarietyofcontent
7 6 6
63% 58% 50%
35% 28% 26%
31% 42% 47%
16 15 12
86% 73% 53%
46% 55% 73%
5
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46% of technology marketers have a documented
content strategy.
	 Technology marketers who have a
		 documented content strategy—when 	
		 compared with those who do not—are 	
		 more effective in all areas of content 		
		 marketing and face fewer content
		 marketing challenges.
2014 B2B Technology Trends—North America:
Content Marketing Institute/MarketingProfs
Percentage of Technology
Marketers Who Have a Documented
Content Strategy
46%Yes
46%No
6%Unsure
STRATEGY
6
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2014 B2B Technology Trends—North America: Content Marketing Institute/MarketingProfs
STRATEGY
Comparison of Technology Marketers Who Have a
DocumentedContent Strategy with Those Who Do Not
Documented
Strategy Overall/Average NoDocumented
Strategy
62% 39% 14%Considersorganizationtobeeffectiveatcontentmarketing
Averagenumberoftacticsused
Averagenumberof socialmediaplatformsused
Producingmorecontentcomparedwithoneyearago
Percentageofmarketingbudgetspentoncontentmarketing
Planstoincreasecontentmarketing spendovernext12months
Percentagethatoutsources contentcreation
Challengedwithproducingavarietyofcontent
82% 78% 73%
63% 58% 57%
31% 28% 25%
35% 42% 51%
7 6 6
16 15 13
63% 57% 49%
7
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73% of technology companies have someone in
place who oversees content marketing strategy.
STRATEGY
	 86% of the most effective technology 		
		 marketers say their company has 		
		 someone in place who oversees
		 content marketing strategy.
2014 B2B Technology Trends—North America:
Content Marketing Institute/MarketingProfs
Percentage of Technology Organizations
with Someone Who Oversees
Content Marketing Strategy
73%Yes
23%No
5%Unsure
8
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78% of technology marketers are producing more
content than they did one year ago.
CONTENT VOLUME
 	 The most effective technology 			
		 marketers are creating more content
		 when compared with the overall 			
		 sample (83% vs. 78%).
 	 Technology marketers who don’t have
		 a documented content strategy
		 increased their content production by
		 nearly as much as those who do have a
		 strategy (73% vs. 82%).
2014 B2B Technology Trends—North America:
Content Marketing Institute/MarketingProfs
Change in Amount of Content Creation
Among Technology Marketers
(Over Last 12 Months)
35%Significantly
More
43%More
19%Same Amount
1%Less
9
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2014 B2B Technology Trends—North America: Content Marketing Institute/MarketingProfs
TACTIC USAGE
Technology marketers use an average of 15 content
marketing tactics.
Content MarketingUsage Among Technology Marketers
(by Tactic)
0
20
40
60
80
100
SocialMediaContent-OtherThanBlogs
CaseStudies
Videos
Blogs
In-personEvents
ArticlesonYourWebsite
Webinars/Webcasts
eNewsletters
WhitePapers
OnlinePresentations
ResearchReports
eBooks
Infographics
Microsites
BrandedContentTools
Books
MobileContent
VirtualConferences
MobileApps
Podcasts
PrintNewsletters
DigitalMagazines
Licensed/SyndicatedContent
Games/Gamification
91%
84%
78%
ArticlesonOtherWebsites
75%
51%
45%
43%
32%
36%
32%
AnnualReports
28%
30%
15%
22% 10%
82%
80%
86% 86%
80%
69%
40%
29% 29%
22%
85%
58%
PrintMagazines
	 The most effective technology marketers use
	 all of the tactics shown here more frequently
	 than their peers, especially:
	  Articles on other websites: 87% vs. 75%
	  Online presentations: 79% vs. 69%
	  Infographics: 71% vs. 58%
	  Research reports: 63% vs. 51%
	  eBooks: 60% vs. 45%
10
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TACTIC EFFECTIVENESS
Technology marketers say webinars and videos are the
most effective tactics they use.
	 Social media content (other than
		 blogs) is not one of the top 10 effective
		 tactics (and is not shown on this chart);
		 however, the most effective marketers
		 gave it a much higher rating
		 (64% vs. 46%).
Effectiveness Ratings of Tactics Among
Technology Manufacturers Who Use Them
70% 30%
32%
34%
39%
42%
44%
39%
44%
68%
66%
61%
61%
58%
56%
56%
SayIt’sEffective* SayIt’sLessEffective
100 90 80 70 60 50 40 30 20 10 10 20 30 40 50 60 70 80 90 100
Webinars/Webcasts
Videos
In-PersonEvents
34%66% CaseStudies
40%60%
WhitePapers
ResearchReports
eNewsletters
Infographics
eBooks
Blogs
* Percentage of respondents who rated these tactics as a 4 or 5 in terms of effectiveness (on a scale of 1 to 5, with 5 being “Very Effective”)
2014 B2B Technology Trends—North America: Content Marketing Institute/MarketingProfs
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SOCIAL MEDIA USAGE
	 Nearly all technology marketers,
		 regardless of company size or
		 effectiveness, use LinkedIn to
		 distribute content.
	 The most effective technology
		 marketers use all of these platforms
		 more frequently when compared with
		 their peers.
Technology marketers cite LinkedIn as the social media
platform they use most often to distribute content.
2014 B2B Technology Trends—North America:
Content Marketing Institute/MarketingProfs
0 20 40 60 80 100
97%
92%
85%
83%
60%
32%
19%
46%
17%
16%
12%
12%
12%
25%Vimeo
StumbleUpon
Tumblr
Foursquare
YouTube
Twitter
LinkedIn
Google+
SlideShare
Flickr
Pinterest
Instagram
Vine
Percentage of Technology Marketers
Who Use Various Social Media
Platforms to Distribute Content
Facebook
12
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SOCIAL MEDIA EFFECTIVENESS
	 The most effective technology
		 marketers have more confidence in all
		 of these platforms, and they especially
		 rate Twitter higher (70% vs. 55%).
2014 B2B Technology Trends—North America: Content Marketing Institute/MarketingProfs
Although adoption rates for social media are high,
technology marketers are unsure of its effectiveness.
Effectiveness Ratings of Social Media Platforms
Among Technology Marketers Who Use Them
63% 37%
45%
48%
56%
55%
52%
44%
SayIt’sEffective* SayIt’sLessEffective
LinkedIn
Twitter
YouTube
SlideShare
60%
74%
40%
26%
Vimeo
Facebook
82%
85%
18%
15%
Google+
Pinterest
100 90 80 70 60 50 40 30 20 10 10 20 30 40 50 60 70 80 90 100
*Percentage of respondents who rated these tactics as a 4 or 5 in terms of
effectiveness (on a scale of 1 to 5, with 5 being “Very Effective”)
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ORGANIZATIONAL GOALS
	 Whereas most other B2B marketers
		 (across all industry segments) cite
		 brand awareness as their top goal
		 for content marketing, technology
		 marketers cite lead generation.
	 The most effective technology
		 marketers place higher emphasis on
		 thought leadership when compared
		 with the overall sample (81% vs. 75%).
2014 B2B Technology Trends—North America: Content Marketing Institute/MarketingProfs
Technology marketers say lead generation is their
top goal for content marketing.
Organizational Goals for
Content Marketing
(Technology Marketers)
100 20 30 40 50 60 70 80 90 100
LeadGeneration
BrandAwareness
CustomerAcquisition
ThoughtLeadership
WebsiteTraffic
LeadManagement/Nurturing
Engagement
CustomerRetention/Loyalty
Sales
86%
82%
77%
75%
66%
65%
63%
58%
49%
14
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MEASUREMENT
	 Like most other B2B marketers (across
		 all industry segments), technology
		 marketers say Website traffic is their
		 top goal.
Technology marketers cite Website traffic as their
top metric for content marketing success.
Metrics for
Content Marketing Success
(Technology Marketers)
100 20 30 40 50 60 70 80 90 100
Website Traffic 69%
Sales Lead Quality 64%
Sales Lead Quantity 63%
Social Media Sharing 57%
SEO Ranking 54%
Inbound Links 42%
Direct Sales 40%
Time Spent on Website 40%
Subscriber Growth 33%
Qualitative Feedback from Customers 30%
Benchmark Lift of Company Awareness 26%
Benchmark Lift of Product/Service Awareness 22%
2014 B2B Technology Trends—North America: Content Marketing Institute/MarketingProfs
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BUDGET
	 The most effective technology
		 marketers are more likely than their
		 peers to say they will increase spend 		
		 over the next 12 months (63% vs. 58%).
2014 B2B Technology Trends—North America:
Content Marketing Institute/MarketingProfs
58% of technology marketers plan to increase their
content marketing budget over the next 12 months.
Content Marketing Spending
Among Technology Marketers
(Over Next 12Months)
10%Significantly
Increase
48%Increase29%Remain the
Same
10%Unsure
2%Decrease
16
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BUDGET
	 The most effective technology
		 marketers allocate more budget
		 to content marketing when compared 	
		 with the overall sample (35% vs. 28%).
On average, technology marketers allocate 28%
of their total budget to content marketing.
2014 B2B Technology Trends—North America:
Content Marketing Institute/MarketingProfs
Percentage of Marketing Budget
SpentonContentMarketing
(Technology Marketers)
5%
10%
15%
26%
14%
9%
0%
20%
0%
0 10 20 30
100%
75%-99%
50%-74%
25%-49%
10%-24%
5%-9%
1%-4%
0%
Unsure
Average Spent: 28%
17
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INSOURCING VS. OUTSOURCING
	 Technology marketers who have a
		 documented content strategy are
		 more likely to outsource content
		 creation when compared with the
		 overall sample (63% vs. 57%).
57% of technology marketers outsource
content creation.
2014 B2B Technology Trends—North America:
Content Marketing Institute/MarketingProfs
Insourcingvs. Outsourcing
of Content Creation
(Technology Marketers)
In-houseOnly
OutsourcedOnly
Both
43%
1%
56%
0 10 20 30 40 50 60 70
18
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INSOURCING VS. OUTSOURCING
	 As is the case with other B2B
		 marketers across all industry
		 segments, writing and design
		 are the top two functions that
		 technology marketers outsource.
Writing and design are the functions that technology
marketers are most likely to outsource.
2014 B2B Technology Trends—North America:
Content Marketing Institute/MarketingProfs
Functionsthat Technology
Marketers Outsource
74%
51%
34%
22%
9%
7%
5%
Writing
Design
ContentDistribution/Syndication
Editing
BuyerPersonaCreation
ContentPlanning&Strategy
Measurement/Analytics
100 20 30 40 50 60 70 80 90 100
19
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SEGMENTATION
	 The most effective technology
		 marketers tailor content more
		 frequently in each of these areas
		 when compared with their peers.
Technology marketers tailor content most often
by industry trends.
2014 B2B Technology Trends—North America:
Content Marketing Institute/MarketingProfs
How Technology Marketers
Tailor Content
63%
58%
57%
0 10 20 30 40 50 60 70 80
ProfileofIndividualDecisionMakers
69%IndustryTrends
CompanyCharacteristics
5%None
StageintheBuyingCycle
12%Competitors’Content
12%PersonalizedContentPreferences
20
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CHALLENGES
	 72% of the most effective technology
		 marketers are challenged with a lack
		 of time; however, they are less
		 challenged in all other areas shown
		 here, especially with producing
		 engaging content (46% vs. 55%)
		 and producing a variety of content 		
		 (31% vs. 42%).
Time and content production issues top the list of
challenges that technology marketers face.
2014 B2B Technology Trends—North America:
Content Marketing Institute/MarketingProfs
100 20 30 40 50 60 70 80 90 100
Challenges that
Technology Marketers Face
LackofTime
ProducingEnoughContent
ProducingtheKindofContentthatEngages
ProducingaVarietyofContent
InabilitytoMeasureContentEffectiveness
LackofBudget
InabilitytoCollectInformationfromSMEs
LackofIntegrationAcrossMarketing
LackofKnowledgeandTraining
LackofBuy-in/Vision
LackofIntegrationAcrossHR
FindingTrainedContentMarketingProfessionals
69%
58%
55%
42%
40%
40%
32%
28%
23%
22%
17%
13%
21
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CHALLENGES
	 The most effective technology
		 marketers are more likely than their
		 peers to say that lack of time is their
		 biggest challenge (35% vs. 25%).
2014 B2B Technology Trends—North America:
Content Marketing Institute/MarketingProfs
7%
6%
5%
3%
100 20 30 40 50 60 70 80 90 100
Biggest Content Marketing
Challenge for
Technology Marketers
LackofTime
ProducingtheKindofContentthatEngages
ProducingEnoughContent
LackofBudget
InabilitytoMeasure ContentEffectiveness
LackofBuy-in/Vision
InabilitytoCollectInformationfromSMEs
LackofIntegrationAcrossMarketing
ProducingaVarietyofContent
7%
14%
13%
25%
10%
22
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DEMOGRAPHICS
B2B Technology Content Marketing: 2014 Benchmarks, Budgets, and Trends–North America was produced by Content
Marketing Institute and sponsored by International Data Group (IDG). It is based on the responses of a subset of 270
business-to-business (B2B) technology marketers located in North America who replied to the fourth annual Content
Marketing Survey.
Sections of this report compare the technology respondents with the overall sample of 1,217 B2B marketers in North
America, whose responses were previously reported on in the CMI/MarketingProfs study, B2B Content Marketing: 2014
Benchmarks, Budgets, and Trends—North America.
The fourth annual Content Marketing Survey was mailed electronically to a sample of marketers using lists from
CMI, MarketingProfs, Brightcove, Blackbaud, King Content, The Association for Data-driven Marketing & Advertising
(ADMA), the Direct Marketing Association UK (DMA), Industry Week, and New Equipment Digest. A total of 4,397
recipients from around the globe—representing a full range of industries, functional areas, and company sizes—
responded throughout July and August 2013.
2014 B2B Technology Trends—North America: Content Marketing Institute/MarketingProfs
Size of B2B
Technology Company
(by Employees)
Micro
(Fewer than
10 Employees)
15%
Small
(10-99 Employees)
35%
Midsize
(100-999
Employees)
29%
Large
(1,000+ Employees)
22%
B2B Technology
JobTitle/Function
7%
General
Management
Marketing/
Advertising/
Communications/
PR Management
56%
Marketing
Administration/
Support
11%
7% 4%
Content Creation/
Management Other
Corporate
Management/Owner
15%
23
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About Content Marketing Institute:
Content Marketing Institute (CMI) is the leading global content
marketing education and training organization.
CMI teaches enterprise brands how to attract and retain customers through
compelling, multi-channel storytelling. CMI’s Content Marketing World, the largest
content marketing-focused event, is held every September, and Content Marketing
World Sydney, every March. CMI also produces the quarterly magazine Chief Content
Officer, and provides strategic consulting and content marketing research for some
of the best-known brands in the world. CMI is a 2012 and 2013 Inc. 500 company.
View all original CMI research at www.contentmarketinginstitute.com/research. Learn how to create a documented content
marketing strategy, a key component for improving overall content marketing effectiveness.
About International Data Group (IDG):
International Data Group (IDG™) is the world’s leading technology media, events, and research company. Founded in 1964
and headquartered in Boston, Massachusetts, IDG products and services reach more than 280 million technology buyers in 97
countries.
IDG Communications’ global media brands include ChannelWorld®, CIO®, CITEworld, CSO®, Computerworld®, GamePro®,
InfoWorld®, ITworld®, Macworld®, Network World®, PCWorld®, TechHive® and TechWorld®.
International Data Corporation (IDC), a subsidiary of IDG, has more than 1,000 analysts who provide expertise on technology and
industry opportunities and trends in more than 110 countries.
Additional information about IDG, a privately held company, is available at http://www.idg.com.
To learn more, attend a full-day
Technology/Software Industry Lab
at Content Marketing World on
September 11, 2014.

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B2b content marketing trends

  • 1. B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends – North America SPONSORED BY: VIEW & SHARE
  • 2. 2 SPONSORED BY: VIEW & SHARE FOREWORD Greetings Content Marketers, Welcome to this year’s report on the content marketing practices of business-to-business (B2B) technology marketers in North America. In this report, we highlight key areas of difference between the most effective technology marketers and their less effective peers. We also show some differences between those who have a documented content strategy and those who do not. For example:  The most effective technology marketers allocate more budget to content marketing when compared with the overall sample of technology marketers (35% vs. 28%)  Only 39% of technology marketers say their organizations are effective at content marketing, however having a documented strategy dramatically increases confidence (62% of those with a strategy say they are effective) Technology marketers use a good mix of tactics and continue to invest in content marketing, with 58% planning to increase spend over the next 12 months. We look forward to seeing how this continued investment pays off over the next year. On with the content marketing revolution… Joe Pulizzi Founder Content Marketing Institute
  • 3. 3 SPONSORED BY: VIEW & SHARE 2014 B2B Technology Trends—North America: Content Marketing Institute/MarketingProfs 39% of technology marketers say they are effective at content marketing. OVERALL EFFECTIVENESS  Confidence rises when a technology marketer has a documented content strategy (62% of those with a documented strategy say they are effective). How Technology Marketers Rate the Effectiveness of Their Organization’s Use of Content Marketing 8% 31% 50% 11% 1% Very Effective Not At All Effective 100 20 30 40 50 60 70 80 90 100 5 4 3 2 1
  • 4. 4 SPONSORED BY: VIEW & SHARE 2014 B2B Technology Trends—North America: Content Marketing Institute/MarketingProfs EFFECTIVENESS Comparison of Most Effective Technology Marketers with Least Effective Technology Marketers MostEffective Overall/Average LeastEffective 75% 46% 10% • “Most Effective” = Respondents who rated their organization’s use of content marketing as 4 or 5 in terms of effectiveness (on a scale of 1 to 5, with 5 being “Very Effective”) • “Least Effective” = Respondents who rated their organization’s use of content marketing as 1 or 2 in terms of effectiveness (on a scale of 1 to 5, with 1 being “Not At All Effective”) Hasadocumentedcontentstrategy Hassomeonewhooverseescontentmarketingstrategy Averagenumberoftacticsused Averagenumberofsocialmediaplatformsused Percentageofmarketingbudgetspentoncontentmarketing Planstoincreasecontentmarketingspendovernext12months Challengedwithproducingengagingcontent Challengedwithproducingavarietyofcontent 7 6 6 63% 58% 50% 35% 28% 26% 31% 42% 47% 16 15 12 86% 73% 53% 46% 55% 73%
  • 5. 5 SPONSORED BY: VIEW & SHARE 46% of technology marketers have a documented content strategy.  Technology marketers who have a documented content strategy—when compared with those who do not—are more effective in all areas of content marketing and face fewer content marketing challenges. 2014 B2B Technology Trends—North America: Content Marketing Institute/MarketingProfs Percentage of Technology Marketers Who Have a Documented Content Strategy 46%Yes 46%No 6%Unsure STRATEGY
  • 6. 6 SPONSORED BY: VIEW & SHARE 2014 B2B Technology Trends—North America: Content Marketing Institute/MarketingProfs STRATEGY Comparison of Technology Marketers Who Have a DocumentedContent Strategy with Those Who Do Not Documented Strategy Overall/Average NoDocumented Strategy 62% 39% 14%Considersorganizationtobeeffectiveatcontentmarketing Averagenumberoftacticsused Averagenumberof socialmediaplatformsused Producingmorecontentcomparedwithoneyearago Percentageofmarketingbudgetspentoncontentmarketing Planstoincreasecontentmarketing spendovernext12months Percentagethatoutsources contentcreation Challengedwithproducingavarietyofcontent 82% 78% 73% 63% 58% 57% 31% 28% 25% 35% 42% 51% 7 6 6 16 15 13 63% 57% 49%
  • 7. 7 SPONSORED BY: VIEW & SHARE 73% of technology companies have someone in place who oversees content marketing strategy. STRATEGY  86% of the most effective technology marketers say their company has someone in place who oversees content marketing strategy. 2014 B2B Technology Trends—North America: Content Marketing Institute/MarketingProfs Percentage of Technology Organizations with Someone Who Oversees Content Marketing Strategy 73%Yes 23%No 5%Unsure
  • 8. 8 SPONSORED BY: VIEW & SHARE 78% of technology marketers are producing more content than they did one year ago. CONTENT VOLUME  The most effective technology marketers are creating more content when compared with the overall sample (83% vs. 78%).  Technology marketers who don’t have a documented content strategy increased their content production by nearly as much as those who do have a strategy (73% vs. 82%). 2014 B2B Technology Trends—North America: Content Marketing Institute/MarketingProfs Change in Amount of Content Creation Among Technology Marketers (Over Last 12 Months) 35%Significantly More 43%More 19%Same Amount 1%Less
  • 9. 9 SPONSORED BY: VIEW & SHARE 2014 B2B Technology Trends—North America: Content Marketing Institute/MarketingProfs TACTIC USAGE Technology marketers use an average of 15 content marketing tactics. Content MarketingUsage Among Technology Marketers (by Tactic) 0 20 40 60 80 100 SocialMediaContent-OtherThanBlogs CaseStudies Videos Blogs In-personEvents ArticlesonYourWebsite Webinars/Webcasts eNewsletters WhitePapers OnlinePresentations ResearchReports eBooks Infographics Microsites BrandedContentTools Books MobileContent VirtualConferences MobileApps Podcasts PrintNewsletters DigitalMagazines Licensed/SyndicatedContent Games/Gamification 91% 84% 78% ArticlesonOtherWebsites 75% 51% 45% 43% 32% 36% 32% AnnualReports 28% 30% 15% 22% 10% 82% 80% 86% 86% 80% 69% 40% 29% 29% 22% 85% 58% PrintMagazines  The most effective technology marketers use all of the tactics shown here more frequently than their peers, especially:  Articles on other websites: 87% vs. 75%  Online presentations: 79% vs. 69%  Infographics: 71% vs. 58%  Research reports: 63% vs. 51%  eBooks: 60% vs. 45%
  • 10. 10 SPONSORED BY: VIEW & SHARE TACTIC EFFECTIVENESS Technology marketers say webinars and videos are the most effective tactics they use.  Social media content (other than blogs) is not one of the top 10 effective tactics (and is not shown on this chart); however, the most effective marketers gave it a much higher rating (64% vs. 46%). Effectiveness Ratings of Tactics Among Technology Manufacturers Who Use Them 70% 30% 32% 34% 39% 42% 44% 39% 44% 68% 66% 61% 61% 58% 56% 56% SayIt’sEffective* SayIt’sLessEffective 100 90 80 70 60 50 40 30 20 10 10 20 30 40 50 60 70 80 90 100 Webinars/Webcasts Videos In-PersonEvents 34%66% CaseStudies 40%60% WhitePapers ResearchReports eNewsletters Infographics eBooks Blogs * Percentage of respondents who rated these tactics as a 4 or 5 in terms of effectiveness (on a scale of 1 to 5, with 5 being “Very Effective”) 2014 B2B Technology Trends—North America: Content Marketing Institute/MarketingProfs
  • 11. 11 SPONSORED BY: VIEW & SHARE SOCIAL MEDIA USAGE  Nearly all technology marketers, regardless of company size or effectiveness, use LinkedIn to distribute content.  The most effective technology marketers use all of these platforms more frequently when compared with their peers. Technology marketers cite LinkedIn as the social media platform they use most often to distribute content. 2014 B2B Technology Trends—North America: Content Marketing Institute/MarketingProfs 0 20 40 60 80 100 97% 92% 85% 83% 60% 32% 19% 46% 17% 16% 12% 12% 12% 25%Vimeo StumbleUpon Tumblr Foursquare YouTube Twitter LinkedIn Google+ SlideShare Flickr Pinterest Instagram Vine Percentage of Technology Marketers Who Use Various Social Media Platforms to Distribute Content Facebook
  • 12. 12 SPONSORED BY: VIEW & SHARE SOCIAL MEDIA EFFECTIVENESS  The most effective technology marketers have more confidence in all of these platforms, and they especially rate Twitter higher (70% vs. 55%). 2014 B2B Technology Trends—North America: Content Marketing Institute/MarketingProfs Although adoption rates for social media are high, technology marketers are unsure of its effectiveness. Effectiveness Ratings of Social Media Platforms Among Technology Marketers Who Use Them 63% 37% 45% 48% 56% 55% 52% 44% SayIt’sEffective* SayIt’sLessEffective LinkedIn Twitter YouTube SlideShare 60% 74% 40% 26% Vimeo Facebook 82% 85% 18% 15% Google+ Pinterest 100 90 80 70 60 50 40 30 20 10 10 20 30 40 50 60 70 80 90 100 *Percentage of respondents who rated these tactics as a 4 or 5 in terms of effectiveness (on a scale of 1 to 5, with 5 being “Very Effective”)
  • 13. 13 SPONSORED BY: VIEW & SHARE ORGANIZATIONAL GOALS  Whereas most other B2B marketers (across all industry segments) cite brand awareness as their top goal for content marketing, technology marketers cite lead generation.  The most effective technology marketers place higher emphasis on thought leadership when compared with the overall sample (81% vs. 75%). 2014 B2B Technology Trends—North America: Content Marketing Institute/MarketingProfs Technology marketers say lead generation is their top goal for content marketing. Organizational Goals for Content Marketing (Technology Marketers) 100 20 30 40 50 60 70 80 90 100 LeadGeneration BrandAwareness CustomerAcquisition ThoughtLeadership WebsiteTraffic LeadManagement/Nurturing Engagement CustomerRetention/Loyalty Sales 86% 82% 77% 75% 66% 65% 63% 58% 49%
  • 14. 14 SPONSORED BY: VIEW & SHARE MEASUREMENT  Like most other B2B marketers (across all industry segments), technology marketers say Website traffic is their top goal. Technology marketers cite Website traffic as their top metric for content marketing success. Metrics for Content Marketing Success (Technology Marketers) 100 20 30 40 50 60 70 80 90 100 Website Traffic 69% Sales Lead Quality 64% Sales Lead Quantity 63% Social Media Sharing 57% SEO Ranking 54% Inbound Links 42% Direct Sales 40% Time Spent on Website 40% Subscriber Growth 33% Qualitative Feedback from Customers 30% Benchmark Lift of Company Awareness 26% Benchmark Lift of Product/Service Awareness 22% 2014 B2B Technology Trends—North America: Content Marketing Institute/MarketingProfs
  • 15. 15 SPONSORED BY: VIEW & SHARE BUDGET  The most effective technology marketers are more likely than their peers to say they will increase spend over the next 12 months (63% vs. 58%). 2014 B2B Technology Trends—North America: Content Marketing Institute/MarketingProfs 58% of technology marketers plan to increase their content marketing budget over the next 12 months. Content Marketing Spending Among Technology Marketers (Over Next 12Months) 10%Significantly Increase 48%Increase29%Remain the Same 10%Unsure 2%Decrease
  • 16. 16 SPONSORED BY: VIEW & SHARE BUDGET  The most effective technology marketers allocate more budget to content marketing when compared with the overall sample (35% vs. 28%). On average, technology marketers allocate 28% of their total budget to content marketing. 2014 B2B Technology Trends—North America: Content Marketing Institute/MarketingProfs Percentage of Marketing Budget SpentonContentMarketing (Technology Marketers) 5% 10% 15% 26% 14% 9% 0% 20% 0% 0 10 20 30 100% 75%-99% 50%-74% 25%-49% 10%-24% 5%-9% 1%-4% 0% Unsure Average Spent: 28%
  • 17. 17 SPONSORED BY: VIEW & SHARE INSOURCING VS. OUTSOURCING  Technology marketers who have a documented content strategy are more likely to outsource content creation when compared with the overall sample (63% vs. 57%). 57% of technology marketers outsource content creation. 2014 B2B Technology Trends—North America: Content Marketing Institute/MarketingProfs Insourcingvs. Outsourcing of Content Creation (Technology Marketers) In-houseOnly OutsourcedOnly Both 43% 1% 56% 0 10 20 30 40 50 60 70
  • 18. 18 SPONSORED BY: VIEW & SHARE INSOURCING VS. OUTSOURCING  As is the case with other B2B marketers across all industry segments, writing and design are the top two functions that technology marketers outsource. Writing and design are the functions that technology marketers are most likely to outsource. 2014 B2B Technology Trends—North America: Content Marketing Institute/MarketingProfs Functionsthat Technology Marketers Outsource 74% 51% 34% 22% 9% 7% 5% Writing Design ContentDistribution/Syndication Editing BuyerPersonaCreation ContentPlanning&Strategy Measurement/Analytics 100 20 30 40 50 60 70 80 90 100
  • 19. 19 SPONSORED BY: VIEW & SHARE SEGMENTATION  The most effective technology marketers tailor content more frequently in each of these areas when compared with their peers. Technology marketers tailor content most often by industry trends. 2014 B2B Technology Trends—North America: Content Marketing Institute/MarketingProfs How Technology Marketers Tailor Content 63% 58% 57% 0 10 20 30 40 50 60 70 80 ProfileofIndividualDecisionMakers 69%IndustryTrends CompanyCharacteristics 5%None StageintheBuyingCycle 12%Competitors’Content 12%PersonalizedContentPreferences
  • 20. 20 SPONSORED BY: VIEW & SHARE CHALLENGES  72% of the most effective technology marketers are challenged with a lack of time; however, they are less challenged in all other areas shown here, especially with producing engaging content (46% vs. 55%) and producing a variety of content (31% vs. 42%). Time and content production issues top the list of challenges that technology marketers face. 2014 B2B Technology Trends—North America: Content Marketing Institute/MarketingProfs 100 20 30 40 50 60 70 80 90 100 Challenges that Technology Marketers Face LackofTime ProducingEnoughContent ProducingtheKindofContentthatEngages ProducingaVarietyofContent InabilitytoMeasureContentEffectiveness LackofBudget InabilitytoCollectInformationfromSMEs LackofIntegrationAcrossMarketing LackofKnowledgeandTraining LackofBuy-in/Vision LackofIntegrationAcrossHR FindingTrainedContentMarketingProfessionals 69% 58% 55% 42% 40% 40% 32% 28% 23% 22% 17% 13%
  • 21. 21 SPONSORED BY: VIEW & SHARE CHALLENGES  The most effective technology marketers are more likely than their peers to say that lack of time is their biggest challenge (35% vs. 25%). 2014 B2B Technology Trends—North America: Content Marketing Institute/MarketingProfs 7% 6% 5% 3% 100 20 30 40 50 60 70 80 90 100 Biggest Content Marketing Challenge for Technology Marketers LackofTime ProducingtheKindofContentthatEngages ProducingEnoughContent LackofBudget InabilitytoMeasure ContentEffectiveness LackofBuy-in/Vision InabilitytoCollectInformationfromSMEs LackofIntegrationAcrossMarketing ProducingaVarietyofContent 7% 14% 13% 25% 10%
  • 22. 22 SPONSORED BY: VIEW & SHARE DEMOGRAPHICS B2B Technology Content Marketing: 2014 Benchmarks, Budgets, and Trends–North America was produced by Content Marketing Institute and sponsored by International Data Group (IDG). It is based on the responses of a subset of 270 business-to-business (B2B) technology marketers located in North America who replied to the fourth annual Content Marketing Survey. Sections of this report compare the technology respondents with the overall sample of 1,217 B2B marketers in North America, whose responses were previously reported on in the CMI/MarketingProfs study, B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America. The fourth annual Content Marketing Survey was mailed electronically to a sample of marketers using lists from CMI, MarketingProfs, Brightcove, Blackbaud, King Content, The Association for Data-driven Marketing & Advertising (ADMA), the Direct Marketing Association UK (DMA), Industry Week, and New Equipment Digest. A total of 4,397 recipients from around the globe—representing a full range of industries, functional areas, and company sizes— responded throughout July and August 2013. 2014 B2B Technology Trends—North America: Content Marketing Institute/MarketingProfs Size of B2B Technology Company (by Employees) Micro (Fewer than 10 Employees) 15% Small (10-99 Employees) 35% Midsize (100-999 Employees) 29% Large (1,000+ Employees) 22% B2B Technology JobTitle/Function 7% General Management Marketing/ Advertising/ Communications/ PR Management 56% Marketing Administration/ Support 11% 7% 4% Content Creation/ Management Other Corporate Management/Owner 15%
  • 23. 23 SPONSORED BY: VIEW & SHARE About Content Marketing Institute: Content Marketing Institute (CMI) is the leading global content marketing education and training organization. CMI teaches enterprise brands how to attract and retain customers through compelling, multi-channel storytelling. CMI’s Content Marketing World, the largest content marketing-focused event, is held every September, and Content Marketing World Sydney, every March. CMI also produces the quarterly magazine Chief Content Officer, and provides strategic consulting and content marketing research for some of the best-known brands in the world. CMI is a 2012 and 2013 Inc. 500 company. View all original CMI research at www.contentmarketinginstitute.com/research. Learn how to create a documented content marketing strategy, a key component for improving overall content marketing effectiveness. About International Data Group (IDG): International Data Group (IDG™) is the world’s leading technology media, events, and research company. Founded in 1964 and headquartered in Boston, Massachusetts, IDG products and services reach more than 280 million technology buyers in 97 countries. IDG Communications’ global media brands include ChannelWorld®, CIO®, CITEworld, CSO®, Computerworld®, GamePro®, InfoWorld®, ITworld®, Macworld®, Network World®, PCWorld®, TechHive® and TechWorld®. International Data Corporation (IDC), a subsidiary of IDG, has more than 1,000 analysts who provide expertise on technology and industry opportunities and trends in more than 110 countries. Additional information about IDG, a privately held company, is available at http://www.idg.com. To learn more, attend a full-day Technology/Software Industry Lab at Content Marketing World on September 11, 2014.