SlideShare a Scribd company logo
Content Marketing
SponSored by
B2B
Benchmarks, Budgets,
and Trends–North America2014
2
SponSored by
Overview: The State of B2B Content Marketing IN NORTH AMERICA
Greetings Content Marketers,
We have good news to report! B2B content marketers in North America are making strides: 42% consider
themselves effective, up from 36% last year.
Moreover, we also can begin to understand why marketers are feeling more confident: For the first time, we
asked marketers whether they have a documented content strategy (44% do) and a person who oversees
content marketing strategy (73% do). Our findings tell us that there are distinct differences between those who
have a strategy and those who do not. Marketers who do are not only more effective but also less challenged
with every aspect of content marketing.
Even though we’ve made great strides, the industry is clearly still in the early adoption phase. However, some
marketers are seeing substantial success. Read on to find out what a best-in-class content marketer does
differently and delve into many other findings as well.
On with the content marketing revolution!
Ann Handley
Chief Content Officer
MarketingProfs
Joe Pulizzi
Founder
Content Marketing Institute
3
SponSored by
Percentage of B2B Marketers
Using Content Marketing
93%use content
marketing
7%do not
use content
marketing
2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
93% of B2B marketers use content marketing.
USAGE
	 Last year, 91% of B2B marketers
		 said they used content marketing.
4
SponSored by
42% of B2B marketers say they are effective
at content marketing.
	 Last year, 36% of B2B marketers said
		 they were effective at content 				
		marketing.
OVERALL EFFECTIVENESS
How B2B Marketers Rate the
Effectiveness of Their Organization’s
Use of Content Marketing
9%
33%
41%
14%
2%
Very Effective
Not At All Effective
100 20 30 40 50 60 70 80 90 100
5
4
3
2
1
2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
5
SponSored by
Profile of a best-in-class B2B content marketer.
OVERALL EFFECTIVENESS
Comparison of Most Effective B2B ContentMarketers
with Least Effective B2B ContentMarketers
Hasadocumentedcontentstrategy
Hassomeonewhooversees
contentmarketingstrategy
Averagenumberoftacticsused
Averagenumberof
socialmediaplatformsused
Percentofmarketingbudget
spentoncontentmarketing
Challengedwithproducing
engagingcontent
MostEffective Overall/Average LeastEffective
66% 44% 11%
86% 73% 46%
15 13 10
7 6 4
39% 30% 16%
35% 47% 61%
• “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”)
2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
6
SponSored by
44% of B2B marketers have a documented
content strategy.
	 B2B marketers who have a documented
		 content strategy are far more likely to
		 consider themselves effective (66% vs. 11%).
	 48% of smaller B2B organizations (10-99
		 employees) have a documented content 		
		 strategy, compared with 41% of large
		 organizations (1,000+ employees).
STRATEGY
Percentage of B2B Marketers Who
Have a Documented Content Strategy
44%Yes
49%No
6%Unsure
2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
7
SponSored by
73% of B2B organizations have someone in place
to oversee content marketing strategy.
	 The majority of the most effective B2B
		 marketers (86%) have someone who
		 oversees content marketing strategy;
		 however, only 46% of less effective
		marketers do.
	 Small companies (10-99 employees) are 		
		 more likely than large companies (1,000+ 		
		 employees) to have someone who oversees 	
		 content marketing strategy (78% vs. 58%).
STRATEGY
Percentage of B2B Marketers
with Someone Who Oversees
Content Marketing Strategy
73%Yes
22%No
5%Unsure
2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
8
SponSored by
73% of B2B content marketers are producing more
content than they did one year ago.
	 78% of the most effective B2B marketers
		 are creating more content than they did
		 one year ago, compared with 57% of
		 their least effective peers.
	 B2B marketers who have a documented
		 content strategy are creating more
		 content than they did one year ago,
		 compared with those who do not have
		 a documented strategy (80% vs. 66%).
CONTENT VOLUME
Change in Amount of
B2B Content Creation
(Over Last 12 Months)
32%Significantly
More
41%More
20%Same Amount
5%Less
2%Unsure
2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
9
SponSored by
B2B marketers use an average of 13 content
marketing tactics.
	 Tactic usage has
		 remained relatively 		
		consistent when
		 compared with last year.
	 Infographics has seen 	
		 the largest year-over-		
		 year increase in usage. 	
		 Last year, 38% of B2B 		
		 marketers were using 		
		 infographics, compared 	
		 with 51% this year.
TACTIC USAGE
B2B Content Marketing Usage
(by Tactic)
0
20
40
60
80
100
SocialMedia–OtherthanBlogs
ArticlesonYourWebsite
eNewsletters
Blogs
CaseStudies
Videos
ArticlesonOtherWebsites
In-personEvents
WhitePapers
Webinars/Webcasts
ResearchReports
Microsites
Infographics
BrandedContentTools
MobileContent
eBooks
PrintMagazines
Books
Podcasts
MobileApps
DigitalMagazines
PrintNewsletters
AnnualReports
Licensed/SyndicatedContent
Games/Gamification
87%
76% 76%
64%
OnlinePresentations
63%
44%
40%
51%
38%
34%35%
30%
VirtualConferences
25%
28%
22%
24%
10%
73% 73%
81%
80%
68%
62%
38%
27%
26%
25%
2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
10
SponSored by
B2B content marketers have increasing confidence
with most tactics.
	 For the fourth year in a row, B2B
		 marketers overall have rated in-person 		
		 events as the most effective tactic they use.
	 Best-in-class B2B marketers,
		 however, rate blogs as the most
		 effective tactic (79%), which surpasses
		 how they rate in-person events (76%);
		 only 29% of their least effective peers
		 rate blogs as effective.
TACTIC EFFECTIVENESS
Confidence Gap
Effectiveness Ratings of Tactics Among B2B Users
70% 30%
35%
37%
38%
41%
41%
40%
42%
43%
65%
63%
62%
60%
59%
59%
58%
57%
BelieveIt’sEffective BelieveIt’sLessEffective
100 90 80 70 60 50 40 30 20 10 10 20 30 40 50 60 70 80 90 100
In-personEvents
CaseStudies
Webinars/Webcasts
37%63% Videos
Blogs
eNewsletters
ResearchReports
WhitePapers
eBooks
ArticlesonYourWebsite
2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
11
SponSored by
B2B marketers are using social media more frequently
than last year.
	 B2B content marketers use an average
		 of 6 social media platforms, up from 5
		last year.
	 B2B content marketers are using every
		social media platform listed here more
		 often than they did last year.
	 Social media platforms that had the
		 biggest increase in use from last year
		 to this year are SlideShare, Google+,
		and Instagram.
SOCIAL MEDIA USAGE
0 20 40 60 80 100
91%
85%
81%
73%
55%
34%
22%
40%
16%
15%
14%
22%
14%
LinkedIn
Twitter
Facebook
YouTube
Google+
Pinterest
SlideShare
Vimeo
Flickr
StumbleUpon
Foursquare
Instagram
Tumblr
14% Vine
B2B
2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
12
SponSored by
Although adoption rates for social media are high,
B2B marketers are unsure of its effectiveness.
	 After LinkedIn, large companies
		 (1,000+ employees) consider YouTube
		 to be second most effective, whereas
		 small companies (10-99 employees)
		 say SlideShare and Twitter are second
		 most effective.
	 49% of small companies consider
		 SlideShare effective, compared with
		 38% of large companies.
SOCIAL MEDIA EFFECTIVENESS
Confidence Gap
Effectiveness Ratings of Social Media Platforms
Among B2B Users
62% 38%
50%
52%
55%
70%
74%
60%
77%
78%
79%
50%
48%
45%
40%
30%
26%
23%
22%
21%
BelieveIt’sEffective BelieveIt’sLessEffective
100 90 80 70 60 50 40 30 20 10 10 20 30 40 50 60 70 80 90 100
LinkedIn
Twitter
YouTube
SlideShare
Vimeo
Facebook
Pinterest
Vine
Google+
Instagram
2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
13
SponSored by
Brand awareness continues to be the top organizational
goal for B2B content marketing.
	 B2B marketers have consistently cited
		 brand awareness as their top goal for
		 the last four years.
	 80% of the most effective B2B content
		 marketers cite lead generation as a goal, 		
		 compared with 64% of their least
		 effective peers.
ORGANIZATIONAL GOALS
Organizational Goals for
B2B Content Marketing
82%
74%
71%
57%
68%
64%
57%
47%
45%
BrandAwareness
LeadGeneration
CustomerAcquisition
CustomerRetention/Loyalty
ThoughtLeadership
Engagement
WebsiteTraffic
Sales
Lead Management/Nurturing
100 20 30 40 50 60 70 80 90 100
2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
14
SponSored by
B2B marketers have cited Web traffic and sales lead quality as
their top content marketing metrics for the last three years.
	 B2B marketers cited each of these criterion a 		
		 bit more frequently than they did last year,
		 with the exception of direct sales, qualitative 		
		 feedback from customers, inbound links,
		 and increased customer loyalty, all of which
		 decreased slightly. Subscriber growth was
		 a new option.
	 The least effective B2B marketers place more 		
		 importance on direct sales, citing it as their
		 fourth top criterion (tied with social media
		 sharing). The most effective marketers rank
		 direct sales as their eighth most important
		criterion.
	 Over the last four years, direct sales has
		 consistently gone down in importance as a
		measurement criterion.
MEASUREMENT
2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Metrics for B2B
Content Marketing Success
54%
50%
48%
39%
39%
44%
40%
34%
29%
21%
24%
14%
6%
63%
100 20 30 40 50 60 70 80 90 100
WebTraffic
SalesLeadQuality
SocialMediaSharing
SalesLead Quantity
DirectSales
SEORanking
InboundLinks
32%SubscriberGrowth
Cross-selling
CostSavings
BenchmarkLiftofCompanyAwareness
IncreasedCustomerLoyalty
BenchmarkLiftofProduct/ServiceAwareness
Time Spenton Website
Qualitative Feedback from Customers
15
SponSored by
58% of B2B marketers plan to increase their content
marketing budget over the next 12 months.
	 More B2B marketers plan to increase
		 their content marketing budgets this
		 year, compared with last year (54%).
	 All B2B marketers plan to increase
		 content marketing spending at similar
		 rates, even those who rate themselves
		 as least effective.
	 Moresmallcompanies(10-99employees)
		 thanlargecompanies(1,000+employees)
		 plan to increase their content marketing
		 budgets over the next 12 months
		 (60% vs. 52%).
BUDGET
B2B Content Marketing Spending
(Over Next 12 Months)
10%Significantly
Increase
48%Increase
32%Remain the
Same
8%Unsure
1%Decrease
2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
16
SponSored by
On average, 30% of B2B marketing budgets are
allocated to content marketing.
	 The average amount allocated to
		B2B content marketing rose from 26%
		 in 2012 to 33% in 2013, and has now
		 settled firmly in between.
	 The most effective B2B marketers
		 spend a higher percentage (39%) of
		 their budgets on content marketing
		 than their least effective peers do (16%).
BUDGET
Percent of Total Marketing Budget
Spent on B2B Content Marketing
5%
11%
15%
21%
12%
11%
2%
20%
2%
0 10 20 30
100%
75%-99%
50%-74%
25%-49%
10%-24%
5%-9%
1%-4%
0%
Unsure
Average Spent: 30%
2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
17
SponSored by
Large B2B companies outsource content creation
more frequently than small companies.
	 There has been no change from last
		 yearinhowmuchcontentB2Bmarketers
		 create in-house and how much they
		outsource.
	 There are no real differences between 			
		 how much content the most effective 			
		 and the least effective B2B marketers 			
		outsource.
INSOURCING VS. OUTSOURCING
Insourcing vs. Outsourcing
of B2B Content Creation
In-houseOnly
OutsourcedOnly
Both
Overall/Average
LargeCompanies
(1,000+Employees)
SmallCompanies
(10-99Employees)
56% 28% 66%
1% 1% 1%
43% 72% 33%
2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
18
SponSored by
Writing and design are the two functions most likely to
be outsourced.
INSOURCING VS. OUTSOURCING
Functionsthat
B2B Marketers Outsource
64%
54%
30%
22%
13%
8%
5%
Writing
Design
ContentDistribution/Syndication
Editing
Measurement/Analytics
ContentPlanning&Strategy
BuyerPersonaCreation
100 20 30 40 50 60 70 80 90 100
2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
19
SponSored by
B2B marketers most often tailor content based
on industry trends.
	 Nearly all (95%) B2B marketers segment 		
		 their content in at least one way.
	 The most effective B2B marketers tailor
		 content more often by every category
		listed here.
SEGMENTATION
How B2B Organizations Tailor Content
59%
55%
43%
0 10 20 30 40 50 60 70 80
ProfileofIndividualDecisionMakers
65%IndustryTrends
CompanyCharacteristics
4%None
StageintheBuyingCycle
11%Competitors’Content
21%PersonalizedContentPreferences
2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
20
SponSored by
Challenges have remained fairly consistent year
over year.
	 Aside from lack of time, B2B marketers
		 consistently cite producing enough content 	
		 and producing the kind of content that
		 engages as their top challenges.
	 Challenges are fairly similar to those of years 	
		 past; however, B2B marketers are gaining 		
		 strides in their ability to produce a variety
		of content.
CHALLENGES
Challengesthat
B2B Content Marketers Face
69%
55%
47%
39%
38%
33%
26%
25%
25%
23%
10%
15%
LackofTime
ProducingEnoughContent
ProducingtheKindofContentthatEngages
LackofBudget
ProducingaVarietyofContent
InabilitytoMeasureContentEffectiveness
LackofIntegrationAcrossMarketing
InabilitytoCollectInformationfromSMEs
LackofKnowledgeandTraining
LackofBuy-in/Vision
LackofIntegrationAcrossHR
FindingTrainedContentMarketingProfessionals
100 20 30 40 50 60 70 80 90 100
2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
21
SponSored by
Marketers at large companies face different challenges
than marketers at small companies.
CHALLENGES
Biggest B2B Content Marketing Challenge
(by Company Size)
LargeCompanies
(1,000+Employees)
SmallCompanies
(10-99Employees)
16%
15%
13%
11%
7%
5%
4%
4%
2%
1%
1%
8%
1%
9%
8%
13% 34%
5%
13%
6%
2%
3%
2%
2%
ProducingtheKindof
ContentthatEngages
LackofIntegration
AcrossMarketing
LackofBudget
LackofTime
LackofBuy-in/Vision
InabilitytoCollectInformation
fromSMEs
ProducingEnoughContent
InabilitytoMeasure
ContentEffectiveness
LackofKnowledgeandTraining
ProducingaVarietyofContent
FindingTrained
ContentMarketingProfessionals
LackofIntegrationAcrossHR
2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
22
SponSored by
B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America was produced by Content
Marketing Institute and MarketingProfs and sponsored by Brightcove.
The fourth annual Content Marketing Survey, from which the results of this report were generated, was mailed
electronically to a sample of marketers using lists from Content Marketing Institute, 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.
B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America reports on the findings from 1,217 (out of
the total 4,397) respondents who identified themselves as B2B marketers in North America.
B2B Industry Classification
Advertising/
Marketing
27%
Other
18%
Consulting
Software
Manufacturing
Internet/Online
Services
Publishing/
Media
11%
12%
10%
5%
5%
5%
4%
3%
Business
Services (Other)
Healthcare/Medical/
Pharmaceutical
Banking/Accounting/
Financial
Size of B2B Company
(by Employees)
Micro
(Fewer than
10 Employees)
30%
Small
(10-99 Employees)
31%
Midsize
(100-999
Employees)
Large
(1,000+ Employees)
22%
19%
B2B Job Title/Function
7%
6%
4%
4%
Sales/Business
Management
Consultant
Advertising/Marketing
Communications/PR
40% Corporate
Management/Owner
25%
9%
Content
Creation/
Management
Marketing
Administration/
Support
General
Management
Other
5%
23
SponSored by
About Content Marketing Institute:
Content Marketing Institute (CMI) is the leading global content marketing education and training organization. CMI
teaches enterprise brands how to attract and retain customers through compelling, multi-channel storytelling.
CMI’s Content Marketing World, 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.
About MarketingProfs:
MarketingProfs (www.marketingprofs.com) is a marketing education and training company that offers actionable
know-how designed to make you a smarter marketer. More than 600,000 MarketingProfs members rely on our free daily
publications, virtual conferences, and more to stay up-to-date on the most important trends in marketing—and how to
apply them to their businesses.
About Brightcove:
Brightcove Inc. (NASDAQ: BCOV), a leading global provider of cloud services for video, offers a family of products used
to revolutionize the way organizations deliver video experiences. The company’s products include Video Cloud, the
market-leading online video platform and Zencoder, a leading cloud-based media processing service and HTML5
video player technology. Brightcove has more than 6,300 customers in over 65 countries that rely on Brightcove cloud
content services to build and operate video experiences across PCs, smartphones, tablets, and connected TVs. For more
information, visit http://www.brightcove.com.

More Related Content

What's hot

2018 Technology Content Marketing - Benchmarks, Budgets and Trends - North Am...
2018 Technology Content Marketing - Benchmarks, Budgets and Trends - North Am...2018 Technology Content Marketing - Benchmarks, Budgets and Trends - North Am...
2018 Technology Content Marketing - Benchmarks, Budgets and Trends - North Am...
Content Marketing Institute
 
12th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...
12th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...12th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...
12th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...
Content Marketing Institute
 
2017 B2C Content Marketing Benchmarks, Budgets, and Trends
2017 B2C Content Marketing Benchmarks, Budgets, and Trends2017 B2C Content Marketing Benchmarks, Budgets, and Trends
2017 B2C Content Marketing Benchmarks, Budgets, and Trends
MarketingProfs
 
11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...
11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...
11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...
Content Marketing Institute
 
2020 B2B Content Marketing Trends and Budgets
2020 B2B Content Marketing Trends and Budgets2020 B2B Content Marketing Trends and Budgets
2020 B2B Content Marketing Trends and Budgets
Theia Marketing
 
Technology Content Marketing 2020: Benchmarks, Budgets, and Trends
Technology Content Marketing 2020: Benchmarks, Budgets, and TrendsTechnology Content Marketing 2020: Benchmarks, Budgets, and Trends
Technology Content Marketing 2020: Benchmarks, Budgets, and Trends
Content Marketing Institute
 
2017 Content Management and Strategy Survey
2017 Content Management and Strategy Survey2017 Content Management and Strategy Survey
2017 Content Management and Strategy Survey
Content Marketing Institute
 
Deliver Peak Experiences with Interactive Content
Deliver Peak Experiences with Interactive ContentDeliver Peak Experiences with Interactive Content
Deliver Peak Experiences with Interactive Content
Content Marketing Institute
 
Making Multi Million Dollar from WordPress Plugin without Paid Marketing
Making Multi Million Dollar from WordPress Plugin without Paid MarketingMaking Multi Million Dollar from WordPress Plugin without Paid Marketing
Making Multi Million Dollar from WordPress Plugin without Paid Marketing
Md Nizam Uddin
 
B2C Content Marketing Trends Research 2014
B2C Content Marketing Trends Research 2014B2C Content Marketing Trends Research 2014
B2C Content Marketing Trends Research 2014
Dung Tri
 
Mompreneurs got leads
Mompreneurs got leadsMompreneurs got leads
Mompreneurs got leads
nabarelli
 
11th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...
11th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...11th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...
11th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...
Content Marketing Institute
 
B2C Content Marketing: 2013 Benchmarks, Budgets, and Trends—North America
B2C Content Marketing: 2013 Benchmarks, Budgets, and Trends—North AmericaB2C Content Marketing: 2013 Benchmarks, Budgets, and Trends—North America
B2C Content Marketing: 2013 Benchmarks, Budgets, and Trends—North America
MarketingProfs
 
B2B Content Marketing
B2B Content MarketingB2B Content Marketing
B2B Content Marketing
AdRoll
 
20 Steps to Content Marketing Success
20 Steps to Content Marketing Success20 Steps to Content Marketing Success
20 Steps to Content Marketing Success
Joe Pulizzi
 
B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends–North America
B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends–North AmericaB2B Content Marketing: 2013 Benchmarks, Budgets, and Trends–North America
B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends–North America
Content Marketing Institute
 
From Survival To Success White Paper
From Survival To Success White PaperFrom Survival To Success White Paper
From Survival To Success White Paper
Carla Dias
 
Virtual Events - Sponsor and Exhibitor Checklist
Virtual Events - Sponsor and Exhibitor ChecklistVirtual Events - Sponsor and Exhibitor Checklist
Virtual Events - Sponsor and Exhibitor Checklist
Content Marketing Institute
 

What's hot (18)

2018 Technology Content Marketing - Benchmarks, Budgets and Trends - North Am...
2018 Technology Content Marketing - Benchmarks, Budgets and Trends - North Am...2018 Technology Content Marketing - Benchmarks, Budgets and Trends - North Am...
2018 Technology Content Marketing - Benchmarks, Budgets and Trends - North Am...
 
12th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...
12th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...12th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...
12th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...
 
2017 B2C Content Marketing Benchmarks, Budgets, and Trends
2017 B2C Content Marketing Benchmarks, Budgets, and Trends2017 B2C Content Marketing Benchmarks, Budgets, and Trends
2017 B2C Content Marketing Benchmarks, Budgets, and Trends
 
11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...
11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...
11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...
 
2020 B2B Content Marketing Trends and Budgets
2020 B2B Content Marketing Trends and Budgets2020 B2B Content Marketing Trends and Budgets
2020 B2B Content Marketing Trends and Budgets
 
Technology Content Marketing 2020: Benchmarks, Budgets, and Trends
Technology Content Marketing 2020: Benchmarks, Budgets, and TrendsTechnology Content Marketing 2020: Benchmarks, Budgets, and Trends
Technology Content Marketing 2020: Benchmarks, Budgets, and Trends
 
2017 Content Management and Strategy Survey
2017 Content Management and Strategy Survey2017 Content Management and Strategy Survey
2017 Content Management and Strategy Survey
 
Deliver Peak Experiences with Interactive Content
Deliver Peak Experiences with Interactive ContentDeliver Peak Experiences with Interactive Content
Deliver Peak Experiences with Interactive Content
 
Making Multi Million Dollar from WordPress Plugin without Paid Marketing
Making Multi Million Dollar from WordPress Plugin without Paid MarketingMaking Multi Million Dollar from WordPress Plugin without Paid Marketing
Making Multi Million Dollar from WordPress Plugin without Paid Marketing
 
B2C Content Marketing Trends Research 2014
B2C Content Marketing Trends Research 2014B2C Content Marketing Trends Research 2014
B2C Content Marketing Trends Research 2014
 
Mompreneurs got leads
Mompreneurs got leadsMompreneurs got leads
Mompreneurs got leads
 
11th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...
11th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...11th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...
11th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...
 
B2C Content Marketing: 2013 Benchmarks, Budgets, and Trends—North America
B2C Content Marketing: 2013 Benchmarks, Budgets, and Trends—North AmericaB2C Content Marketing: 2013 Benchmarks, Budgets, and Trends—North America
B2C Content Marketing: 2013 Benchmarks, Budgets, and Trends—North America
 
B2B Content Marketing
B2B Content MarketingB2B Content Marketing
B2B Content Marketing
 
20 Steps to Content Marketing Success
20 Steps to Content Marketing Success20 Steps to Content Marketing Success
20 Steps to Content Marketing Success
 
B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends–North America
B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends–North AmericaB2B Content Marketing: 2013 Benchmarks, Budgets, and Trends–North America
B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends–North America
 
From Survival To Success White Paper
From Survival To Success White PaperFrom Survival To Success White Paper
From Survival To Success White Paper
 
Virtual Events - Sponsor and Exhibitor Checklist
Virtual Events - Sponsor and Exhibitor ChecklistVirtual Events - Sponsor and Exhibitor Checklist
Virtual Events - Sponsor and Exhibitor Checklist
 

Viewers also liked

effective email,memorandum and messages
effective email,memorandum and messageseffective email,memorandum and messages
effective email,memorandum and messages
Nar Ske
 
Memos and E-mail
Memos and E-mailMemos and E-mail
Memos and E-mail
mcneilkc
 
Business Travel Packing Tips
Business Travel Packing TipsBusiness Travel Packing Tips
Business Travel Packing Tips
LinkedIn
 
25 termes pour comprendre l email marketing
25 termes pour comprendre l email marketing25 termes pour comprendre l email marketing
25 termes pour comprendre l email marketing
Consonaute
 
Hotel Reservation
Hotel Reservation Hotel Reservation
Hotel Reservation
Miftahur Kotha
 
Formal and Informal Language in Emails
Formal and Informal Language in EmailsFormal and Informal Language in Emails
Formal and Informal Language in Emails
solecolombo
 
R&b
R&bR&b
101 Awesome Marketing Quotes
101 Awesome Marketing Quotes101 Awesome Marketing Quotes
101 Awesome Marketing Quotes
Quynh LE
 
Airbnb slideshare
Airbnb slideshareAirbnb slideshare
Airbnb slideshare
Jordan Folkes
 
modoule 2 PMR polygons III
modoule 2 PMR polygons IIImodoule 2 PMR polygons III
modoule 2 PMR polygons III
roszelan
 
E mail etiquette
E mail etiquette E mail etiquette
E mail etiquette
Nanda Palit
 
Airplane
AirplaneAirplane
Airplane
chris_kwok
 
Guided writing form 3
Guided writing  form 3Guided writing  form 3
Guided writing form 3
Po Po Tun
 
Steps for writing a formal e mail
Steps for writing a formal e mailSteps for writing a formal e mail
Steps for writing a formal e mail
Ibrahem Abdel Ghany
 
Formal emails and letters
Formal emails and lettersFormal emails and letters
Formal emails and letters
clivetyrell
 
Business Travel - Business Etiquette
Business Travel - Business EtiquetteBusiness Travel - Business Etiquette
R&B powerpoint
R&B powerpointR&B powerpoint
R&B powerpoint
08hewesl
 
How to create your online course
How to create your online courseHow to create your online course
How to create your online course
ClickMinded
 
PMR Form 3 Mathematics Algebraic Fractions
PMR Form 3 Mathematics Algebraic FractionsPMR Form 3 Mathematics Algebraic Fractions
PMR Form 3 Mathematics Algebraic Fractions
Sook Yen Wong
 
Puanumrahdalimon
PuanumrahdalimonPuanumrahdalimon
Puanumrahdalimon
Zahari Rusdi
 

Viewers also liked (20)

effective email,memorandum and messages
effective email,memorandum and messageseffective email,memorandum and messages
effective email,memorandum and messages
 
Memos and E-mail
Memos and E-mailMemos and E-mail
Memos and E-mail
 
Business Travel Packing Tips
Business Travel Packing TipsBusiness Travel Packing Tips
Business Travel Packing Tips
 
25 termes pour comprendre l email marketing
25 termes pour comprendre l email marketing25 termes pour comprendre l email marketing
25 termes pour comprendre l email marketing
 
Hotel Reservation
Hotel Reservation Hotel Reservation
Hotel Reservation
 
Formal and Informal Language in Emails
Formal and Informal Language in EmailsFormal and Informal Language in Emails
Formal and Informal Language in Emails
 
R&b
R&bR&b
R&b
 
101 Awesome Marketing Quotes
101 Awesome Marketing Quotes101 Awesome Marketing Quotes
101 Awesome Marketing Quotes
 
Airbnb slideshare
Airbnb slideshareAirbnb slideshare
Airbnb slideshare
 
modoule 2 PMR polygons III
modoule 2 PMR polygons IIImodoule 2 PMR polygons III
modoule 2 PMR polygons III
 
E mail etiquette
E mail etiquette E mail etiquette
E mail etiquette
 
Airplane
AirplaneAirplane
Airplane
 
Guided writing form 3
Guided writing  form 3Guided writing  form 3
Guided writing form 3
 
Steps for writing a formal e mail
Steps for writing a formal e mailSteps for writing a formal e mail
Steps for writing a formal e mail
 
Formal emails and letters
Formal emails and lettersFormal emails and letters
Formal emails and letters
 
Business Travel - Business Etiquette
Business Travel - Business EtiquetteBusiness Travel - Business Etiquette
Business Travel - Business Etiquette
 
R&B powerpoint
R&B powerpointR&B powerpoint
R&B powerpoint
 
How to create your online course
How to create your online courseHow to create your online course
How to create your online course
 
PMR Form 3 Mathematics Algebraic Fractions
PMR Form 3 Mathematics Algebraic FractionsPMR Form 3 Mathematics Algebraic Fractions
PMR Form 3 Mathematics Algebraic Fractions
 
Puanumrahdalimon
PuanumrahdalimonPuanumrahdalimon
Puanumrahdalimon
 

Similar to B2B Content Marketing 2014 Benchmarks, Budgets & Trends - North America by Content Marketing Institute and MarketingProfs

Small business content marketing
Small business content marketingSmall business content marketing
Small business content marketing
Prayukth K V
 
B2B Small Business Content Marketing: 2014 Benchmarks, Budgets and Trends - N...
B2B Small Business Content Marketing: 2014 Benchmarks, Budgets and Trends - N...B2B Small Business Content Marketing: 2014 Benchmarks, Budgets and Trends - N...
B2B Small Business Content Marketing: 2014 Benchmarks, Budgets and Trends - N...
Content Marketing Institute
 
B2C Content Marketing 2014 Benchmarks, Budgets & Trends - North America by Co...
B2C Content Marketing 2014 Benchmarks, Budgets & Trends - North America by Co...B2C Content Marketing 2014 Benchmarks, Budgets & Trends - North America by Co...
B2C Content Marketing 2014 Benchmarks, Budgets & Trends - North America by Co...
Content Marketing Institute
 
B2C Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America
B2C Content Marketing: 2014 Benchmarks, Budgets, and Trends—North AmericaB2C Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America
B2C Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America
MarketingProfs
 
Ieee 2013 sales presentation
Ieee 2013 sales presentationIeee 2013 sales presentation
Ieee 2013 sales presentation
ralphmonti
 
B2b content marketing trends
B2b content marketing trendsB2b content marketing trends
B2b content marketing trends
Prayukth K V
 
Technology B2B Content Marketing: 2014 Benchmarks, Budgets & Trends North Ame...
Technology B2B Content Marketing: 2014 Benchmarks, Budgets & Trends North Ame...Technology B2B Content Marketing: 2014 Benchmarks, Budgets & Trends North Ame...
Technology B2B Content Marketing: 2014 Benchmarks, Budgets & Trends North Ame...
Content Marketing Institute
 
Nonprofit Content Marketing - 2015 Benchmarks, Budgets and Trends - North Ame...
Nonprofit Content Marketing - 2015 Benchmarks, Budgets and Trends - North Ame...Nonprofit Content Marketing - 2015 Benchmarks, Budgets and Trends - North Ame...
Nonprofit Content Marketing - 2015 Benchmarks, Budgets and Trends - North Ame...
Content Marketing Institute
 
B2C Content Marketing 2018 - Benchmarks, Budgets & Trends - North America
B2C Content Marketing 2018 - Benchmarks, Budgets & Trends - North America B2C Content Marketing 2018 - Benchmarks, Budgets & Trends - North America
B2C Content Marketing 2018 - Benchmarks, Budgets & Trends - North America
MarketingProfs
 
2015 B2B Content Marketing Benchmarks, Budgets, and Trends for North America
2015 B2B Content Marketing Benchmarks, Budgets, and Trends for North America2015 B2B Content Marketing Benchmarks, Budgets, and Trends for North America
2015 B2B Content Marketing Benchmarks, Budgets, and Trends for North America
MarketingProfs
 
2015 B2B Content Marketing Benchmarks, Budgets and Trends - North America by ...
2015 B2B Content Marketing Benchmarks, Budgets and Trends - North America by ...2015 B2B Content Marketing Benchmarks, Budgets and Trends - North America by ...
2015 B2B Content Marketing Benchmarks, Budgets and Trends - North America by ...
Content Marketing Institute
 
Red Book of Content Marketing
Red Book of Content MarketingRed Book of Content Marketing
Red Book of Content Marketing
Paul Writer
 
Brightcove Whitepaper - B2B Content Marketing 2012
Brightcove Whitepaper -  B2B Content Marketing 2012Brightcove Whitepaper -  B2B Content Marketing 2012
Brightcove Whitepaper - B2B Content Marketing 2012
M. Kıvanç Önder
 
B2B Content Marketing 2012
B2B Content Marketing 2012 B2B Content Marketing 2012
B2B Content Marketing 2012
C.Y Wong
 
B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends—North America
B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends—North AmericaB2B Content Marketing: 2013 Benchmarks, Budgets, and Trends—North America
B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends—North America
MarketingProfs
 
2013 benchmarks budgets and trends– e briks infotech
2013 benchmarks budgets and trends– e briks infotech2013 benchmarks budgets and trends– e briks infotech
2013 benchmarks budgets and trends– e briks infotech
surbhi233
 
2013 benchmarks budgets and trends- e briks infotech
2013 benchmarks budgets and trends- e briks infotech2013 benchmarks budgets and trends- e briks infotech
2013 benchmarks budgets and trends- e briks infotech
ebriksinfotech
 
B2B Content Marketing 2018 - Benchmarks, Budgets & Trends - North America
B2B Content Marketing 2018 - Benchmarks, Budgets & Trends - North America B2B Content Marketing 2018 - Benchmarks, Budgets & Trends - North America
B2B Content Marketing 2018 - Benchmarks, Budgets & Trends - North America
MarketingProfs
 
2018 B2B Content Marketing Research
2018 B2B Content Marketing Research2018 B2B Content Marketing Research
2018 B2B Content Marketing Research
ExportHub
 
2018 Content Marketing Benchmarks Budgets and Trends - North America
2018 Content Marketing Benchmarks Budgets and Trends - North America2018 Content Marketing Benchmarks Budgets and Trends - North America
2018 Content Marketing Benchmarks Budgets and Trends - North America
Content Marketing Institute
 

Similar to B2B Content Marketing 2014 Benchmarks, Budgets & Trends - North America by Content Marketing Institute and MarketingProfs (20)

Small business content marketing
Small business content marketingSmall business content marketing
Small business content marketing
 
B2B Small Business Content Marketing: 2014 Benchmarks, Budgets and Trends - N...
B2B Small Business Content Marketing: 2014 Benchmarks, Budgets and Trends - N...B2B Small Business Content Marketing: 2014 Benchmarks, Budgets and Trends - N...
B2B Small Business Content Marketing: 2014 Benchmarks, Budgets and Trends - N...
 
B2C Content Marketing 2014 Benchmarks, Budgets & Trends - North America by Co...
B2C Content Marketing 2014 Benchmarks, Budgets & Trends - North America by Co...B2C Content Marketing 2014 Benchmarks, Budgets & Trends - North America by Co...
B2C Content Marketing 2014 Benchmarks, Budgets & Trends - North America by Co...
 
B2C Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America
B2C Content Marketing: 2014 Benchmarks, Budgets, and Trends—North AmericaB2C Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America
B2C Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America
 
Ieee 2013 sales presentation
Ieee 2013 sales presentationIeee 2013 sales presentation
Ieee 2013 sales presentation
 
B2b content marketing trends
B2b content marketing trendsB2b content marketing trends
B2b content marketing trends
 
Technology B2B Content Marketing: 2014 Benchmarks, Budgets & Trends North Ame...
Technology B2B Content Marketing: 2014 Benchmarks, Budgets & Trends North Ame...Technology B2B Content Marketing: 2014 Benchmarks, Budgets & Trends North Ame...
Technology B2B Content Marketing: 2014 Benchmarks, Budgets & Trends North Ame...
 
Nonprofit Content Marketing - 2015 Benchmarks, Budgets and Trends - North Ame...
Nonprofit Content Marketing - 2015 Benchmarks, Budgets and Trends - North Ame...Nonprofit Content Marketing - 2015 Benchmarks, Budgets and Trends - North Ame...
Nonprofit Content Marketing - 2015 Benchmarks, Budgets and Trends - North Ame...
 
B2C Content Marketing 2018 - Benchmarks, Budgets & Trends - North America
B2C Content Marketing 2018 - Benchmarks, Budgets & Trends - North America B2C Content Marketing 2018 - Benchmarks, Budgets & Trends - North America
B2C Content Marketing 2018 - Benchmarks, Budgets & Trends - North America
 
2015 B2B Content Marketing Benchmarks, Budgets, and Trends for North America
2015 B2B Content Marketing Benchmarks, Budgets, and Trends for North America2015 B2B Content Marketing Benchmarks, Budgets, and Trends for North America
2015 B2B Content Marketing Benchmarks, Budgets, and Trends for North America
 
2015 B2B Content Marketing Benchmarks, Budgets and Trends - North America by ...
2015 B2B Content Marketing Benchmarks, Budgets and Trends - North America by ...2015 B2B Content Marketing Benchmarks, Budgets and Trends - North America by ...
2015 B2B Content Marketing Benchmarks, Budgets and Trends - North America by ...
 
Red Book of Content Marketing
Red Book of Content MarketingRed Book of Content Marketing
Red Book of Content Marketing
 
Brightcove Whitepaper - B2B Content Marketing 2012
Brightcove Whitepaper -  B2B Content Marketing 2012Brightcove Whitepaper -  B2B Content Marketing 2012
Brightcove Whitepaper - B2B Content Marketing 2012
 
B2B Content Marketing 2012
B2B Content Marketing 2012 B2B Content Marketing 2012
B2B Content Marketing 2012
 
B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends—North America
B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends—North AmericaB2B Content Marketing: 2013 Benchmarks, Budgets, and Trends—North America
B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends—North America
 
2013 benchmarks budgets and trends– e briks infotech
2013 benchmarks budgets and trends– e briks infotech2013 benchmarks budgets and trends– e briks infotech
2013 benchmarks budgets and trends– e briks infotech
 
2013 benchmarks budgets and trends- e briks infotech
2013 benchmarks budgets and trends- e briks infotech2013 benchmarks budgets and trends- e briks infotech
2013 benchmarks budgets and trends- e briks infotech
 
B2B Content Marketing 2018 - Benchmarks, Budgets & Trends - North America
B2B Content Marketing 2018 - Benchmarks, Budgets & Trends - North America B2B Content Marketing 2018 - Benchmarks, Budgets & Trends - North America
B2B Content Marketing 2018 - Benchmarks, Budgets & Trends - North America
 
2018 B2B Content Marketing Research
2018 B2B Content Marketing Research2018 B2B Content Marketing Research
2018 B2B Content Marketing Research
 
2018 Content Marketing Benchmarks Budgets and Trends - North America
2018 Content Marketing Benchmarks Budgets and Trends - North America2018 Content Marketing Benchmarks Budgets and Trends - North America
2018 Content Marketing Benchmarks Budgets and Trends - North America
 

More from Quynh LE

Cộng đồng ASEAN 2015: Quản lý hội nhập hướng tới thịnh vượng chung và việc là...
Cộng đồng ASEAN 2015: Quản lý hội nhập hướng tới thịnh vượng chung và việc là...Cộng đồng ASEAN 2015: Quản lý hội nhập hướng tới thịnh vượng chung và việc là...
Cộng đồng ASEAN 2015: Quản lý hội nhập hướng tới thịnh vượng chung và việc là...
Quynh LE
 
BÁO CÁO TÀI NGUYÊN INTERNET VIỆT NAM NĂM 2014
BÁO CÁO TÀI NGUYÊN INTERNET VIỆT NAM NĂM 2014BÁO CÁO TÀI NGUYÊN INTERNET VIỆT NAM NĂM 2014
BÁO CÁO TÀI NGUYÊN INTERNET VIỆT NAM NĂM 2014
Quynh LE
 
Report on Vietnam Internet Resources 2014
Report on Vietnam Internet Resources 2014Report on Vietnam Internet Resources 2014
Report on Vietnam Internet Resources 2014
Quynh LE
 
The Changing Vietnamese Consumer Landscape
The Changing Vietnamese Consumer LandscapeThe Changing Vietnamese Consumer Landscape
The Changing Vietnamese Consumer Landscape
Quynh LE
 
THE BEHAVIORAL ECONOMICS GUIDE - 2014
THE BEHAVIORAL ECONOMICS GUIDE - 2014THE BEHAVIORAL ECONOMICS GUIDE - 2014
THE BEHAVIORAL ECONOMICS GUIDE - 2014
Quynh LE
 
Customer Experience (Ebook)
Customer Experience (Ebook)Customer Experience (Ebook)
Customer Experience (Ebook)
Quynh LE
 
The consumer decision journey
The consumer decision journeyThe consumer decision journey
The consumer decision journey
Quynh LE
 
The rediscovery of india
The rediscovery of indiaThe rediscovery of india
The rediscovery of india
Quynh LE
 
Vietnam: Market Profile
Vietnam: Market Profile Vietnam: Market Profile
Vietnam: Market Profile
Quynh LE
 
2014 ASIA-PACIFIC DIGITAL OVERVIEW
2014 ASIA-PACIFIC DIGITAL OVERVIEW2014 ASIA-PACIFIC DIGITAL OVERVIEW
2014 ASIA-PACIFIC DIGITAL OVERVIEW
Quynh LE
 
Outlook on the Global Agenda 2014
Outlook on the Global Agenda  2014Outlook on the Global Agenda  2014
Outlook on the Global Agenda 2014
Quynh LE
 
2013 State of Inbound Marketing - Fullreport
2013  State of Inbound Marketing - Fullreport2013  State of Inbound Marketing - Fullreport
2013 State of Inbound Marketing - Fullreport
Quynh LE
 
Ogilvy - 20 Quotes to Rich You into Creative
Ogilvy - 20 Quotes to Rich You into CreativeOgilvy - 20 Quotes to Rich You into Creative
Ogilvy - 20 Quotes to Rich You into Creative
Quynh LE
 
Philanthropy in Vietnam
Philanthropy in VietnamPhilanthropy in Vietnam
Philanthropy in Vietnam
Quynh LE
 
Cimigo on Social Media Customer Service in Vietnam Customer Service in Vietnam
Cimigo on Social Media Customer Service in Vietnam Customer Service in VietnamCimigo on Social Media Customer Service in Vietnam Customer Service in Vietnam
Cimigo on Social Media Customer Service in Vietnam Customer Service in Vietnam
Quynh LE
 
Cimigo on Vietnam Residential Energy Use 2013
Cimigo on Vietnam Residential Energy Use 2013Cimigo on Vietnam Residential Energy Use 2013
Cimigo on Vietnam Residential Energy Use 2013
Quynh LE
 
Cimigo on Social Media
Cimigo on Social MediaCimigo on Social Media
Cimigo on Social Media
Quynh LE
 
Cimigo Adtraction
Cimigo AdtractionCimigo Adtraction
Cimigo Adtraction
Quynh LE
 
2013 Southeast Asia Digital Future In Focus
2013 Southeast Asia Digital Future In Focus2013 Southeast Asia Digital Future In Focus
2013 Southeast Asia Digital Future In Focus
Quynh LE
 
Cimigo Netcitizens 2012 - Report
Cimigo Netcitizens 2012 - ReportCimigo Netcitizens 2012 - Report
Cimigo Netcitizens 2012 - Report
Quynh LE
 

More from Quynh LE (20)

Cộng đồng ASEAN 2015: Quản lý hội nhập hướng tới thịnh vượng chung và việc là...
Cộng đồng ASEAN 2015: Quản lý hội nhập hướng tới thịnh vượng chung và việc là...Cộng đồng ASEAN 2015: Quản lý hội nhập hướng tới thịnh vượng chung và việc là...
Cộng đồng ASEAN 2015: Quản lý hội nhập hướng tới thịnh vượng chung và việc là...
 
BÁO CÁO TÀI NGUYÊN INTERNET VIỆT NAM NĂM 2014
BÁO CÁO TÀI NGUYÊN INTERNET VIỆT NAM NĂM 2014BÁO CÁO TÀI NGUYÊN INTERNET VIỆT NAM NĂM 2014
BÁO CÁO TÀI NGUYÊN INTERNET VIỆT NAM NĂM 2014
 
Report on Vietnam Internet Resources 2014
Report on Vietnam Internet Resources 2014Report on Vietnam Internet Resources 2014
Report on Vietnam Internet Resources 2014
 
The Changing Vietnamese Consumer Landscape
The Changing Vietnamese Consumer LandscapeThe Changing Vietnamese Consumer Landscape
The Changing Vietnamese Consumer Landscape
 
THE BEHAVIORAL ECONOMICS GUIDE - 2014
THE BEHAVIORAL ECONOMICS GUIDE - 2014THE BEHAVIORAL ECONOMICS GUIDE - 2014
THE BEHAVIORAL ECONOMICS GUIDE - 2014
 
Customer Experience (Ebook)
Customer Experience (Ebook)Customer Experience (Ebook)
Customer Experience (Ebook)
 
The consumer decision journey
The consumer decision journeyThe consumer decision journey
The consumer decision journey
 
The rediscovery of india
The rediscovery of indiaThe rediscovery of india
The rediscovery of india
 
Vietnam: Market Profile
Vietnam: Market Profile Vietnam: Market Profile
Vietnam: Market Profile
 
2014 ASIA-PACIFIC DIGITAL OVERVIEW
2014 ASIA-PACIFIC DIGITAL OVERVIEW2014 ASIA-PACIFIC DIGITAL OVERVIEW
2014 ASIA-PACIFIC DIGITAL OVERVIEW
 
Outlook on the Global Agenda 2014
Outlook on the Global Agenda  2014Outlook on the Global Agenda  2014
Outlook on the Global Agenda 2014
 
2013 State of Inbound Marketing - Fullreport
2013  State of Inbound Marketing - Fullreport2013  State of Inbound Marketing - Fullreport
2013 State of Inbound Marketing - Fullreport
 
Ogilvy - 20 Quotes to Rich You into Creative
Ogilvy - 20 Quotes to Rich You into CreativeOgilvy - 20 Quotes to Rich You into Creative
Ogilvy - 20 Quotes to Rich You into Creative
 
Philanthropy in Vietnam
Philanthropy in VietnamPhilanthropy in Vietnam
Philanthropy in Vietnam
 
Cimigo on Social Media Customer Service in Vietnam Customer Service in Vietnam
Cimigo on Social Media Customer Service in Vietnam Customer Service in VietnamCimigo on Social Media Customer Service in Vietnam Customer Service in Vietnam
Cimigo on Social Media Customer Service in Vietnam Customer Service in Vietnam
 
Cimigo on Vietnam Residential Energy Use 2013
Cimigo on Vietnam Residential Energy Use 2013Cimigo on Vietnam Residential Energy Use 2013
Cimigo on Vietnam Residential Energy Use 2013
 
Cimigo on Social Media
Cimigo on Social MediaCimigo on Social Media
Cimigo on Social Media
 
Cimigo Adtraction
Cimigo AdtractionCimigo Adtraction
Cimigo Adtraction
 
2013 Southeast Asia Digital Future In Focus
2013 Southeast Asia Digital Future In Focus2013 Southeast Asia Digital Future In Focus
2013 Southeast Asia Digital Future In Focus
 
Cimigo Netcitizens 2012 - Report
Cimigo Netcitizens 2012 - ReportCimigo Netcitizens 2012 - Report
Cimigo Netcitizens 2012 - Report
 

Recently uploaded

Floating Pontoon | Premier marine solution
Floating Pontoon | Premier marine solutionFloating Pontoon | Premier marine solution
Floating Pontoon | Premier marine solution
PMSME
 
Virtual Production Tool Set and Technologies Redefining Cinema.pdf
Virtual Production Tool Set and Technologies Redefining Cinema.pdfVirtual Production Tool Set and Technologies Redefining Cinema.pdf
Virtual Production Tool Set and Technologies Redefining Cinema.pdf
virtualproduction38
 
Movers near me in Dubai , Best Packers and Movers In Dubai
Movers near me in Dubai , Best Packers and Movers In DubaiMovers near me in Dubai , Best Packers and Movers In Dubai
Movers near me in Dubai , Best Packers and Movers In Dubai
imranmalik114455
 
EN_Chinese-Automotive-in-SEA-Vero-White-Paper_2023.pdf
EN_Chinese-Automotive-in-SEA-Vero-White-Paper_2023.pdfEN_Chinese-Automotive-in-SEA-Vero-White-Paper_2023.pdf
EN_Chinese-Automotive-in-SEA-Vero-White-Paper_2023.pdf
ivanparu86
 
A Playbook for Solo & Siloed Data Science Practitioners
A Playbook for Solo & Siloed Data Science PractitionersA Playbook for Solo & Siloed Data Science Practitioners
A Playbook for Solo & Siloed Data Science Practitioners
Tim Wilson
 
Look at our July library display on Mining
Look at our July library display on MiningLook at our July library display on Mining
Look at our July library display on Mining
NZSG
 
Business Lessons From Emmanuel Katto Uganda
Business Lessons From Emmanuel Katto UgandaBusiness Lessons From Emmanuel Katto Uganda
Business Lessons From Emmanuel Katto Uganda
OliviaCox14
 
Mobile Application pentesting blog.docx.pdf
Mobile Application pentesting blog.docx.pdfMobile Application pentesting blog.docx.pdf
Mobile Application pentesting blog.docx.pdf
fortbridge4
 
How to use lace front wig importance and
How to use lace front wig importance andHow to use lace front wig importance and
How to use lace front wig importance and
kaporej505
 
California Carpet Stewardship Program Q1 2024
California Carpet Stewardship Program Q1 2024California Carpet Stewardship Program Q1 2024
California Carpet Stewardship Program Q1 2024
Carpet America Recovery Effort
 
The-Three-Pillars-of-Doctoral-Research-What-Why-and-How (1).pptx
The-Three-Pillars-of-Doctoral-Research-What-Why-and-How (1).pptxThe-Three-Pillars-of-Doctoral-Research-What-Why-and-How (1).pptx
The-Three-Pillars-of-Doctoral-Research-What-Why-and-How (1).pptx
Jindal Global University, Sonipat Haryana 131001
 
Mid America Trucking Show Exhibitor List 2024 - Exhibitors Data
Mid America Trucking Show Exhibitor List 2024 - Exhibitors DataMid America Trucking Show Exhibitor List 2024 - Exhibitors Data
Mid America Trucking Show Exhibitor List 2024 - Exhibitors Data
Exhibitors Data
 
Restaurant Chiraz Sindbad Hotel Hammamet
Restaurant Chiraz Sindbad Hotel HammametRestaurant Chiraz Sindbad Hotel Hammamet
Restaurant Chiraz Sindbad Hotel Hammamet
rihabkorbi24
 
Activated Carbon Manufacturing Plant Project Report.pdf
Activated Carbon Manufacturing Plant Project Report.pdfActivated Carbon Manufacturing Plant Project Report.pdf
Activated Carbon Manufacturing Plant Project Report.pdf
rudrap2099
 
Benefits of Hiring Gen X Compared to Gen Z and Millennials.pptx
Benefits of Hiring Gen X Compared to Gen Z and Millennials.pptxBenefits of Hiring Gen X Compared to Gen Z and Millennials.pptx
Benefits of Hiring Gen X Compared to Gen Z and Millennials.pptx
Brian Frerichs
 
WAM Corporate Presentation July 2024.pdf
WAM Corporate Presentation July 2024.pdfWAM Corporate Presentation July 2024.pdf
WAM Corporate Presentation July 2024.pdf
Western Alaska Minerals Corp.
 
Maximise your Business Potential: Annual Planning Workshop
Maximise your Business Potential: Annual Planning WorkshopMaximise your Business Potential: Annual Planning Workshop
Maximise your Business Potential: Annual Planning Workshop
chris908327
 
Gym business MODEL .pdf .
Gym business MODEL .pdf                 .Gym business MODEL .pdf                 .
Gym business MODEL .pdf .
Divyanshu56740
 
Why is Structural Engineering Critical in Disaster Preparedness and Resilienc...
Why is Structural Engineering Critical in Disaster Preparedness and Resilienc...Why is Structural Engineering Critical in Disaster Preparedness and Resilienc...
Why is Structural Engineering Critical in Disaster Preparedness and Resilienc...
grouphirani24
 
ابي شي %10 مضمون ينزل الجنين واتس 00966583759617
ابي شي %10 مضمون ينزل الجنين واتس 00966583759617ابي شي %10 مضمون ينزل الجنين واتس 00966583759617
ابي شي %10 مضمون ينزل الجنين واتس 00966583759617
حبوب الاجهاض سايتوتك للبيع في الامارات cytotec واتس 00966583759617
 

Recently uploaded (20)

Floating Pontoon | Premier marine solution
Floating Pontoon | Premier marine solutionFloating Pontoon | Premier marine solution
Floating Pontoon | Premier marine solution
 
Virtual Production Tool Set and Technologies Redefining Cinema.pdf
Virtual Production Tool Set and Technologies Redefining Cinema.pdfVirtual Production Tool Set and Technologies Redefining Cinema.pdf
Virtual Production Tool Set and Technologies Redefining Cinema.pdf
 
Movers near me in Dubai , Best Packers and Movers In Dubai
Movers near me in Dubai , Best Packers and Movers In DubaiMovers near me in Dubai , Best Packers and Movers In Dubai
Movers near me in Dubai , Best Packers and Movers In Dubai
 
EN_Chinese-Automotive-in-SEA-Vero-White-Paper_2023.pdf
EN_Chinese-Automotive-in-SEA-Vero-White-Paper_2023.pdfEN_Chinese-Automotive-in-SEA-Vero-White-Paper_2023.pdf
EN_Chinese-Automotive-in-SEA-Vero-White-Paper_2023.pdf
 
A Playbook for Solo & Siloed Data Science Practitioners
A Playbook for Solo & Siloed Data Science PractitionersA Playbook for Solo & Siloed Data Science Practitioners
A Playbook for Solo & Siloed Data Science Practitioners
 
Look at our July library display on Mining
Look at our July library display on MiningLook at our July library display on Mining
Look at our July library display on Mining
 
Business Lessons From Emmanuel Katto Uganda
Business Lessons From Emmanuel Katto UgandaBusiness Lessons From Emmanuel Katto Uganda
Business Lessons From Emmanuel Katto Uganda
 
Mobile Application pentesting blog.docx.pdf
Mobile Application pentesting blog.docx.pdfMobile Application pentesting blog.docx.pdf
Mobile Application pentesting blog.docx.pdf
 
How to use lace front wig importance and
How to use lace front wig importance andHow to use lace front wig importance and
How to use lace front wig importance and
 
California Carpet Stewardship Program Q1 2024
California Carpet Stewardship Program Q1 2024California Carpet Stewardship Program Q1 2024
California Carpet Stewardship Program Q1 2024
 
The-Three-Pillars-of-Doctoral-Research-What-Why-and-How (1).pptx
The-Three-Pillars-of-Doctoral-Research-What-Why-and-How (1).pptxThe-Three-Pillars-of-Doctoral-Research-What-Why-and-How (1).pptx
The-Three-Pillars-of-Doctoral-Research-What-Why-and-How (1).pptx
 
Mid America Trucking Show Exhibitor List 2024 - Exhibitors Data
Mid America Trucking Show Exhibitor List 2024 - Exhibitors DataMid America Trucking Show Exhibitor List 2024 - Exhibitors Data
Mid America Trucking Show Exhibitor List 2024 - Exhibitors Data
 
Restaurant Chiraz Sindbad Hotel Hammamet
Restaurant Chiraz Sindbad Hotel HammametRestaurant Chiraz Sindbad Hotel Hammamet
Restaurant Chiraz Sindbad Hotel Hammamet
 
Activated Carbon Manufacturing Plant Project Report.pdf
Activated Carbon Manufacturing Plant Project Report.pdfActivated Carbon Manufacturing Plant Project Report.pdf
Activated Carbon Manufacturing Plant Project Report.pdf
 
Benefits of Hiring Gen X Compared to Gen Z and Millennials.pptx
Benefits of Hiring Gen X Compared to Gen Z and Millennials.pptxBenefits of Hiring Gen X Compared to Gen Z and Millennials.pptx
Benefits of Hiring Gen X Compared to Gen Z and Millennials.pptx
 
WAM Corporate Presentation July 2024.pdf
WAM Corporate Presentation July 2024.pdfWAM Corporate Presentation July 2024.pdf
WAM Corporate Presentation July 2024.pdf
 
Maximise your Business Potential: Annual Planning Workshop
Maximise your Business Potential: Annual Planning WorkshopMaximise your Business Potential: Annual Planning Workshop
Maximise your Business Potential: Annual Planning Workshop
 
Gym business MODEL .pdf .
Gym business MODEL .pdf                 .Gym business MODEL .pdf                 .
Gym business MODEL .pdf .
 
Why is Structural Engineering Critical in Disaster Preparedness and Resilienc...
Why is Structural Engineering Critical in Disaster Preparedness and Resilienc...Why is Structural Engineering Critical in Disaster Preparedness and Resilienc...
Why is Structural Engineering Critical in Disaster Preparedness and Resilienc...
 
ابي شي %10 مضمون ينزل الجنين واتس 00966583759617
ابي شي %10 مضمون ينزل الجنين واتس 00966583759617ابي شي %10 مضمون ينزل الجنين واتس 00966583759617
ابي شي %10 مضمون ينزل الجنين واتس 00966583759617
 

B2B Content Marketing 2014 Benchmarks, Budgets & Trends - North America by Content Marketing Institute and MarketingProfs

  • 1. Content Marketing SponSored by B2B Benchmarks, Budgets, and Trends–North America2014
  • 2. 2 SponSored by Overview: The State of B2B Content Marketing IN NORTH AMERICA Greetings Content Marketers, We have good news to report! B2B content marketers in North America are making strides: 42% consider themselves effective, up from 36% last year. Moreover, we also can begin to understand why marketers are feeling more confident: For the first time, we asked marketers whether they have a documented content strategy (44% do) and a person who oversees content marketing strategy (73% do). Our findings tell us that there are distinct differences between those who have a strategy and those who do not. Marketers who do are not only more effective but also less challenged with every aspect of content marketing. Even though we’ve made great strides, the industry is clearly still in the early adoption phase. However, some marketers are seeing substantial success. Read on to find out what a best-in-class content marketer does differently and delve into many other findings as well. On with the content marketing revolution! Ann Handley Chief Content Officer MarketingProfs Joe Pulizzi Founder Content Marketing Institute
  • 3. 3 SponSored by Percentage of B2B Marketers Using Content Marketing 93%use content marketing 7%do not use content marketing 2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs 93% of B2B marketers use content marketing. USAGE  Last year, 91% of B2B marketers said they used content marketing.
  • 4. 4 SponSored by 42% of B2B marketers say they are effective at content marketing.  Last year, 36% of B2B marketers said they were effective at content marketing. OVERALL EFFECTIVENESS How B2B Marketers Rate the Effectiveness of Their Organization’s Use of Content Marketing 9% 33% 41% 14% 2% Very Effective Not At All Effective 100 20 30 40 50 60 70 80 90 100 5 4 3 2 1 2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
  • 5. 5 SponSored by Profile of a best-in-class B2B content marketer. OVERALL EFFECTIVENESS Comparison of Most Effective B2B ContentMarketers with Least Effective B2B ContentMarketers Hasadocumentedcontentstrategy Hassomeonewhooversees contentmarketingstrategy Averagenumberoftacticsused Averagenumberof socialmediaplatformsused Percentofmarketingbudget spentoncontentmarketing Challengedwithproducing engagingcontent MostEffective Overall/Average LeastEffective 66% 44% 11% 86% 73% 46% 15 13 10 7 6 4 39% 30% 16% 35% 47% 61% • “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”) 2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
  • 6. 6 SponSored by 44% of B2B marketers have a documented content strategy.  B2B marketers who have a documented content strategy are far more likely to consider themselves effective (66% vs. 11%).  48% of smaller B2B organizations (10-99 employees) have a documented content strategy, compared with 41% of large organizations (1,000+ employees). STRATEGY Percentage of B2B Marketers Who Have a Documented Content Strategy 44%Yes 49%No 6%Unsure 2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
  • 7. 7 SponSored by 73% of B2B organizations have someone in place to oversee content marketing strategy.  The majority of the most effective B2B marketers (86%) have someone who oversees content marketing strategy; however, only 46% of less effective marketers do.  Small companies (10-99 employees) are more likely than large companies (1,000+ employees) to have someone who oversees content marketing strategy (78% vs. 58%). STRATEGY Percentage of B2B Marketers with Someone Who Oversees Content Marketing Strategy 73%Yes 22%No 5%Unsure 2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
  • 8. 8 SponSored by 73% of B2B content marketers are producing more content than they did one year ago.  78% of the most effective B2B marketers are creating more content than they did one year ago, compared with 57% of their least effective peers.  B2B marketers who have a documented content strategy are creating more content than they did one year ago, compared with those who do not have a documented strategy (80% vs. 66%). CONTENT VOLUME Change in Amount of B2B Content Creation (Over Last 12 Months) 32%Significantly More 41%More 20%Same Amount 5%Less 2%Unsure 2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
  • 9. 9 SponSored by B2B marketers use an average of 13 content marketing tactics.  Tactic usage has remained relatively consistent when compared with last year.  Infographics has seen the largest year-over- year increase in usage. Last year, 38% of B2B marketers were using infographics, compared with 51% this year. TACTIC USAGE B2B Content Marketing Usage (by Tactic) 0 20 40 60 80 100 SocialMedia–OtherthanBlogs ArticlesonYourWebsite eNewsletters Blogs CaseStudies Videos ArticlesonOtherWebsites In-personEvents WhitePapers Webinars/Webcasts ResearchReports Microsites Infographics BrandedContentTools MobileContent eBooks PrintMagazines Books Podcasts MobileApps DigitalMagazines PrintNewsletters AnnualReports Licensed/SyndicatedContent Games/Gamification 87% 76% 76% 64% OnlinePresentations 63% 44% 40% 51% 38% 34%35% 30% VirtualConferences 25% 28% 22% 24% 10% 73% 73% 81% 80% 68% 62% 38% 27% 26% 25% 2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
  • 10. 10 SponSored by B2B content marketers have increasing confidence with most tactics.  For the fourth year in a row, B2B marketers overall have rated in-person events as the most effective tactic they use.  Best-in-class B2B marketers, however, rate blogs as the most effective tactic (79%), which surpasses how they rate in-person events (76%); only 29% of their least effective peers rate blogs as effective. TACTIC EFFECTIVENESS Confidence Gap Effectiveness Ratings of Tactics Among B2B Users 70% 30% 35% 37% 38% 41% 41% 40% 42% 43% 65% 63% 62% 60% 59% 59% 58% 57% BelieveIt’sEffective BelieveIt’sLessEffective 100 90 80 70 60 50 40 30 20 10 10 20 30 40 50 60 70 80 90 100 In-personEvents CaseStudies Webinars/Webcasts 37%63% Videos Blogs eNewsletters ResearchReports WhitePapers eBooks ArticlesonYourWebsite 2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
  • 11. 11 SponSored by B2B marketers are using social media more frequently than last year.  B2B content marketers use an average of 6 social media platforms, up from 5 last year.  B2B content marketers are using every social media platform listed here more often than they did last year.  Social media platforms that had the biggest increase in use from last year to this year are SlideShare, Google+, and Instagram. SOCIAL MEDIA USAGE 0 20 40 60 80 100 91% 85% 81% 73% 55% 34% 22% 40% 16% 15% 14% 22% 14% LinkedIn Twitter Facebook YouTube Google+ Pinterest SlideShare Vimeo Flickr StumbleUpon Foursquare Instagram Tumblr 14% Vine B2B 2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
  • 12. 12 SponSored by Although adoption rates for social media are high, B2B marketers are unsure of its effectiveness.  After LinkedIn, large companies (1,000+ employees) consider YouTube to be second most effective, whereas small companies (10-99 employees) say SlideShare and Twitter are second most effective.  49% of small companies consider SlideShare effective, compared with 38% of large companies. SOCIAL MEDIA EFFECTIVENESS Confidence Gap Effectiveness Ratings of Social Media Platforms Among B2B Users 62% 38% 50% 52% 55% 70% 74% 60% 77% 78% 79% 50% 48% 45% 40% 30% 26% 23% 22% 21% BelieveIt’sEffective BelieveIt’sLessEffective 100 90 80 70 60 50 40 30 20 10 10 20 30 40 50 60 70 80 90 100 LinkedIn Twitter YouTube SlideShare Vimeo Facebook Pinterest Vine Google+ Instagram 2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
  • 13. 13 SponSored by Brand awareness continues to be the top organizational goal for B2B content marketing.  B2B marketers have consistently cited brand awareness as their top goal for the last four years.  80% of the most effective B2B content marketers cite lead generation as a goal, compared with 64% of their least effective peers. ORGANIZATIONAL GOALS Organizational Goals for B2B Content Marketing 82% 74% 71% 57% 68% 64% 57% 47% 45% BrandAwareness LeadGeneration CustomerAcquisition CustomerRetention/Loyalty ThoughtLeadership Engagement WebsiteTraffic Sales Lead Management/Nurturing 100 20 30 40 50 60 70 80 90 100 2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
  • 14. 14 SponSored by B2B marketers have cited Web traffic and sales lead quality as their top content marketing metrics for the last three years.  B2B marketers cited each of these criterion a bit more frequently than they did last year, with the exception of direct sales, qualitative feedback from customers, inbound links, and increased customer loyalty, all of which decreased slightly. Subscriber growth was a new option.  The least effective B2B marketers place more importance on direct sales, citing it as their fourth top criterion (tied with social media sharing). The most effective marketers rank direct sales as their eighth most important criterion.  Over the last four years, direct sales has consistently gone down in importance as a measurement criterion. MEASUREMENT 2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Metrics for B2B Content Marketing Success 54% 50% 48% 39% 39% 44% 40% 34% 29% 21% 24% 14% 6% 63% 100 20 30 40 50 60 70 80 90 100 WebTraffic SalesLeadQuality SocialMediaSharing SalesLead Quantity DirectSales SEORanking InboundLinks 32%SubscriberGrowth Cross-selling CostSavings BenchmarkLiftofCompanyAwareness IncreasedCustomerLoyalty BenchmarkLiftofProduct/ServiceAwareness Time Spenton Website Qualitative Feedback from Customers
  • 15. 15 SponSored by 58% of B2B marketers plan to increase their content marketing budget over the next 12 months.  More B2B marketers plan to increase their content marketing budgets this year, compared with last year (54%).  All B2B marketers plan to increase content marketing spending at similar rates, even those who rate themselves as least effective.  Moresmallcompanies(10-99employees) thanlargecompanies(1,000+employees) plan to increase their content marketing budgets over the next 12 months (60% vs. 52%). BUDGET B2B Content Marketing Spending (Over Next 12 Months) 10%Significantly Increase 48%Increase 32%Remain the Same 8%Unsure 1%Decrease 2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
  • 16. 16 SponSored by On average, 30% of B2B marketing budgets are allocated to content marketing.  The average amount allocated to B2B content marketing rose from 26% in 2012 to 33% in 2013, and has now settled firmly in between.  The most effective B2B marketers spend a higher percentage (39%) of their budgets on content marketing than their least effective peers do (16%). BUDGET Percent of Total Marketing Budget Spent on B2B Content Marketing 5% 11% 15% 21% 12% 11% 2% 20% 2% 0 10 20 30 100% 75%-99% 50%-74% 25%-49% 10%-24% 5%-9% 1%-4% 0% Unsure Average Spent: 30% 2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
  • 17. 17 SponSored by Large B2B companies outsource content creation more frequently than small companies.  There has been no change from last yearinhowmuchcontentB2Bmarketers create in-house and how much they outsource.  There are no real differences between how much content the most effective and the least effective B2B marketers outsource. INSOURCING VS. OUTSOURCING Insourcing vs. Outsourcing of B2B Content Creation In-houseOnly OutsourcedOnly Both Overall/Average LargeCompanies (1,000+Employees) SmallCompanies (10-99Employees) 56% 28% 66% 1% 1% 1% 43% 72% 33% 2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
  • 18. 18 SponSored by Writing and design are the two functions most likely to be outsourced. INSOURCING VS. OUTSOURCING Functionsthat B2B Marketers Outsource 64% 54% 30% 22% 13% 8% 5% Writing Design ContentDistribution/Syndication Editing Measurement/Analytics ContentPlanning&Strategy BuyerPersonaCreation 100 20 30 40 50 60 70 80 90 100 2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
  • 19. 19 SponSored by B2B marketers most often tailor content based on industry trends.  Nearly all (95%) B2B marketers segment their content in at least one way.  The most effective B2B marketers tailor content more often by every category listed here. SEGMENTATION How B2B Organizations Tailor Content 59% 55% 43% 0 10 20 30 40 50 60 70 80 ProfileofIndividualDecisionMakers 65%IndustryTrends CompanyCharacteristics 4%None StageintheBuyingCycle 11%Competitors’Content 21%PersonalizedContentPreferences 2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
  • 20. 20 SponSored by Challenges have remained fairly consistent year over year.  Aside from lack of time, B2B marketers consistently cite producing enough content and producing the kind of content that engages as their top challenges.  Challenges are fairly similar to those of years past; however, B2B marketers are gaining strides in their ability to produce a variety of content. CHALLENGES Challengesthat B2B Content Marketers Face 69% 55% 47% 39% 38% 33% 26% 25% 25% 23% 10% 15% LackofTime ProducingEnoughContent ProducingtheKindofContentthatEngages LackofBudget ProducingaVarietyofContent InabilitytoMeasureContentEffectiveness LackofIntegrationAcrossMarketing InabilitytoCollectInformationfromSMEs LackofKnowledgeandTraining LackofBuy-in/Vision LackofIntegrationAcrossHR FindingTrainedContentMarketingProfessionals 100 20 30 40 50 60 70 80 90 100 2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
  • 21. 21 SponSored by Marketers at large companies face different challenges than marketers at small companies. CHALLENGES Biggest B2B Content Marketing Challenge (by Company Size) LargeCompanies (1,000+Employees) SmallCompanies (10-99Employees) 16% 15% 13% 11% 7% 5% 4% 4% 2% 1% 1% 8% 1% 9% 8% 13% 34% 5% 13% 6% 2% 3% 2% 2% ProducingtheKindof ContentthatEngages LackofIntegration AcrossMarketing LackofBudget LackofTime LackofBuy-in/Vision InabilitytoCollectInformation fromSMEs ProducingEnoughContent InabilitytoMeasure ContentEffectiveness LackofKnowledgeandTraining ProducingaVarietyofContent FindingTrained ContentMarketingProfessionals LackofIntegrationAcrossHR 2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
  • 22. 22 SponSored by B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America was produced by Content Marketing Institute and MarketingProfs and sponsored by Brightcove. The fourth annual Content Marketing Survey, from which the results of this report were generated, was mailed electronically to a sample of marketers using lists from Content Marketing Institute, 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. B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America reports on the findings from 1,217 (out of the total 4,397) respondents who identified themselves as B2B marketers in North America. B2B Industry Classification Advertising/ Marketing 27% Other 18% Consulting Software Manufacturing Internet/Online Services Publishing/ Media 11% 12% 10% 5% 5% 5% 4% 3% Business Services (Other) Healthcare/Medical/ Pharmaceutical Banking/Accounting/ Financial Size of B2B Company (by Employees) Micro (Fewer than 10 Employees) 30% Small (10-99 Employees) 31% Midsize (100-999 Employees) Large (1,000+ Employees) 22% 19% B2B Job Title/Function 7% 6% 4% 4% Sales/Business Management Consultant Advertising/Marketing Communications/PR 40% Corporate Management/Owner 25% 9% Content Creation/ Management Marketing Administration/ Support General Management Other 5%
  • 23. 23 SponSored by About Content Marketing Institute: Content Marketing Institute (CMI) is the leading global content marketing education and training organization. CMI teaches enterprise brands how to attract and retain customers through compelling, multi-channel storytelling. CMI’s Content Marketing World, 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. About MarketingProfs: MarketingProfs (www.marketingprofs.com) is a marketing education and training company that offers actionable know-how designed to make you a smarter marketer. More than 600,000 MarketingProfs members rely on our free daily publications, virtual conferences, and more to stay up-to-date on the most important trends in marketing—and how to apply them to their businesses. About Brightcove: Brightcove Inc. (NASDAQ: BCOV), a leading global provider of cloud services for video, offers a family of products used to revolutionize the way organizations deliver video experiences. The company’s products include Video Cloud, the market-leading online video platform and Zencoder, a leading cloud-based media processing service and HTML5 video player technology. Brightcove has more than 6,300 customers in over 65 countries that rely on Brightcove cloud content services to build and operate video experiences across PCs, smartphones, tablets, and connected TVs. For more information, visit http://www.brightcove.com.