A research report of 400 marketers' perspectives, priorities and plans for content distribution and content marketing success. Brought to you by 614 Group and OneSpot
Thank you for your interest in Content Marketing in the UK 2017: Benchmarks, Budgets, and Trends.
The annual content marketing survey, from which the results of this report were generated, revealed many new insights this year. We asked more questions about content marketing strategy, factors that in uence content marketing success, marketers’ attitudes about content creation and content marketing in general, and much more.
We also asked respondents about their commitment level to content marketing. To see the types of content marketing activities that those who are more committed are prioritizing, see the chart on page 4. Enjoy!
In 2013, Content Marketing Institute released its first Content Marketing Framework. At the time, its purpose was to serve as a high-level view of the principles that govern the world of brand storytelling. Since then, CMI has worked with more than 100 brands, helping them put these core principles into practice. These partnerships have taught us a lot about which parts of the framework worked, which didn’t, and where we still needed to provide greater clarity and transparency. To reflect the insights we gained – as well as the many shifts that have occurred across the entire digital ecosystem – we’ve streamlined our original discussion, and have added a distinct new process model to each node. What follows is our redesigned Content Marketing Framework.
Keynote -- Engaging Customers on Their TermsMediaPost
Customers are redefining how they engage brands. Successful CMOs will need to achieve company financial and revenue goals while keeping maniacal focus on the customer. The presentation will discuss Dell's approach to customer centric marketing.
KEYNOTE
Jennifer Statham, Executive Director of Global Marketing Technology & Agency Management, Dell @JStathamAtDell
REUPLOAD - Originally uploaded 27th February 2013, Slideshare wasn't previewing this because of some glitch, so I've re-uploaded. Hopefully this works.
I was recently asked to give a crash course in developing effective digital strategies. Because I have a contrary streak and think that digital isn't a separate entity, I presented what I think are the key principles in developing marketing strategies instead. It's an intro to strategy in a lot of ways, but hopefully it will be useful/interesting to a few people.
Google Analytics: Setting Up Your Content Hub to Measure Conversions (Part 1)NewsCred
Google Analytics (GA) provides very powerful analytics tools right out of the box. However, most marketers are not familiar enough with what those tools can do, and are therefore not using them to their full advantage.
Our annual content marketing research with new insights useful for 2019 budget planning and benchmarking. This new report focuses on business-to-business (B2B) marketers and their content marketing benchmarks, budgets, and trends.
Thank you for your interest in Content Marketing in the UK 2017: Benchmarks, Budgets, and Trends.
The annual content marketing survey, from which the results of this report were generated, revealed many new insights this year. We asked more questions about content marketing strategy, factors that in uence content marketing success, marketers’ attitudes about content creation and content marketing in general, and much more.
We also asked respondents about their commitment level to content marketing. To see the types of content marketing activities that those who are more committed are prioritizing, see the chart on page 4. Enjoy!
In 2013, Content Marketing Institute released its first Content Marketing Framework. At the time, its purpose was to serve as a high-level view of the principles that govern the world of brand storytelling. Since then, CMI has worked with more than 100 brands, helping them put these core principles into practice. These partnerships have taught us a lot about which parts of the framework worked, which didn’t, and where we still needed to provide greater clarity and transparency. To reflect the insights we gained – as well as the many shifts that have occurred across the entire digital ecosystem – we’ve streamlined our original discussion, and have added a distinct new process model to each node. What follows is our redesigned Content Marketing Framework.
Keynote -- Engaging Customers on Their TermsMediaPost
Customers are redefining how they engage brands. Successful CMOs will need to achieve company financial and revenue goals while keeping maniacal focus on the customer. The presentation will discuss Dell's approach to customer centric marketing.
KEYNOTE
Jennifer Statham, Executive Director of Global Marketing Technology & Agency Management, Dell @JStathamAtDell
REUPLOAD - Originally uploaded 27th February 2013, Slideshare wasn't previewing this because of some glitch, so I've re-uploaded. Hopefully this works.
I was recently asked to give a crash course in developing effective digital strategies. Because I have a contrary streak and think that digital isn't a separate entity, I presented what I think are the key principles in developing marketing strategies instead. It's an intro to strategy in a lot of ways, but hopefully it will be useful/interesting to a few people.
Google Analytics: Setting Up Your Content Hub to Measure Conversions (Part 1)NewsCred
Google Analytics (GA) provides very powerful analytics tools right out of the box. However, most marketers are not familiar enough with what those tools can do, and are therefore not using them to their full advantage.
Our annual content marketing research with new insights useful for 2019 budget planning and benchmarking. This new report focuses on business-to-business (B2B) marketers and their content marketing benchmarks, budgets, and trends.
In this on-demand webinar, SilverTech’s Principal Strategist, Samantha Maltais, and Content Strategist, Ian Hughes, review the results of our industry-wide State of Digital Marketing survey. They discuss the main challenges and opportunities marketers face and share what they believe will be the most effective digital strategies of 2018.
This overview is informed greatly by the discussion at our Executive Forum in March 2015, but it also is
the culmination of our observations from Content Marketing World 2014 and our advisory client work in
the past year.
Our objective is to report on the key challenges faced by marketers, the vital insights being realized, and
the general health of content marketing as a strategic business approach. As was the case last year, this overview ultimately asks more questions than it answers; our goal is not to settle debates or provide trite answers to complex business challenges, but to update and inform.
At the two-day Executive Forum, CMI leaders and senior marketing executives from more than 30 enterprise brands came together to collaborate and to discuss and report on their own organizations’ efforts in integrating content marketing as a strategic approach.
The extraordinary insights and the identification of challenges could not have been possible without the
generous contributions of this forum class, as well as last year’s forum participants. Their input doesn’t represent their tacit endorsement of the ideas, but as a collective group they are responsible for the value contained in this report.
It's back! The annual Content Marketing Institute/Content Marketing research returns again to dissect content marketing benchmarks, budgets and trends for B2B marketers in North America.
Delighting your advocates can become a sustainable competitive advantage—if you’ve got the skills to make it happen. Bring your swim trunks, because we’ll be diving into how to motivate your advocates to help you: Increase your brand’s reach and market presence, fill your pipeline with warm leads and close deals faster, and boost customer engagement, retention and account growth.
http://www.b2bmarketinginsider.com/content-marketing/content-marketing-that-converts
How Do You Create Content Marketing That Converts?
There’s been a fundamental shift in the way marketers and customers create, consume, and share content. Every day, billions of photos are uploaded, tweets are posted, snapchats are sent, and pieces of content are shared.
As marketers, we need to consider how our customers are consuming content and where, when, and how to engage them.
A content marketing strategy should be designed to engage your audience throughout the buyer’s journey. Producing relevant content for each lifecycle stage and delivering it at the right time and place is crucial to successful content marketing.
Evolution of Content & Digital Marketing in 2014Kevin Gibbons
How has digital marketing and content evolved? This presentation looks at what has changed over the last 12 months - from the #DigitalMarketingShow from November 2013 in London.
Let's face it: content marketing is hard. How should you you structure your team? How often should you create content? How long should it be? How should you distribute and measure it? When should you optimize and do paid promotion? We get these questions (among many, many more) nearly everyday at NewsCred.
Over the last year, Skyword interviewed top agency marketers to learn how they were tackling the content marketing challenge. “Agency Content Innovators,” collects the best moments and most valuable lessons from our interview series.
This slideshow covers the basics of content and content marketing to introduce B2B businesses to the benefits of working with inbound and content marketing.
In the presentation:
-Content
-Content production
-Content marketing
-Content marketing model
-Content for B2B markets
Definitive Guide to B2B Marketing in the Digital AgeCarolyn Bao
B2B Marketing has changed. 89% of B2B buyers use the internet during their B2B research process, according to a joint study by Google and Millward Brown Digital.
Direct sales are still critical, but strategic digital marketing will fuel the sustainable growth of the company, through generating demand, and empowering sales. I just published a B2B Marketing Guide that shows B2B marketers how to build a robust B2B technology brand, using all forms of digital marketing tools.
This is the deck used in The Digital Marketing Workshop at SXSW 2014.
Panelists include:
Blake Robinson, Director, Social Data @Kantar
Israel Mirsky, Global Managing Director, Social & Performance @ Annalect
Margaret Francis, VP, Product @Heroku
Marshal Kirkpatrick, CEO @GetLittleBird
The Best in Financial Services Content MarketingNewsCred
NewsCred's “Trends + Trendsetters” guides aim to educate marketers on trends, opportunities and content strategies that best-in-class brands are utilizing to engage their audiences. In this guide, we’ll take a look at content marketing in the financial services industry -- specifically American Express's OPEN Forum and First Round Capital's The Review.
How to Rock Content Marketing in the Age of 'Content Shock'Carmen Hill
Business communicators have been doing content marketing, in one way or another, since we’ve been doing marketing. But digital technologies and social media have changed the game. We’re now under pressure to produce, distribute and measure more content, more often on more platforms than ever before. Our content isn’t just vying for attention with the other guy’s white paper; it’s competing with cute kittens and screaming goats. And even though businesses are dedicating about a third of their marketing budgets to content, most of us still don’t have enough time or resources to keep up. In this presentation for the Omaha, Nebraska IABC Communicators Camp, Carmen Hill shares the latest content marketing trends, along with ideas for focusing your content strategy and standing out in the stream. Content marketing may be at the peak of the hype cycle, but it’s never too late to learn a few new tricks.
Welcome to the 12th Annual Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. What a year it has been.
This edition of our report looks back on the last 12 months and includes expectations for 2022. Throughout, you will see quotes from the many rich, qualitative responses we received to the question, “What did the pandemic change most about your organization’s content marketing strategy/approach?” In all, 75% of respondents took the time to answer this question and we are ever so grateful. What amazing insights it yielded!
The key theme that emerged was this: The pandemic awoke a sleeping giant – content marketing, that is. Without in-person events and face-to-face selling, many who had previously paid little attention to content marketing suddenly became aware of its power. More content marketers got a seat at the table and helped keep many businesses on their audiences’ radar. Some discovered new audiences altogether.
The research also confirmed what many of us already knew: Content marketers are some of the fiercest business pros around. In the most difficult of times, they get the job done – and many come through more creative and stronger than before.
Congratulations, content marketers, for a job well done in the most difficult of times. Our entire team salutes you!
FAIRY TALE: CONTENT IS AN ART AND RELIES ON GUT INSTINCT FACT: SUCCESSFUL CONTENT IS DATA DRIVEN AND SEMANTIC KEYWORD RIDDEN 03
How to Get Data Driven WITH YOUR CONTENT MARKETING
KEYWORD PLANNER IS YOUR FRIEND • Enter words around your company or service • Enter words around your competitors or enemies • Don’t be afraid of two or three word phrases • Find Search Volume
FIND WORDS THAT HAVE VOLUME
TWEET OF THE DAY If no one is looking for your content, then no one will read your content.
GET KEYWORD IDEAS
USE THESE IDEAS TO CREATE BLOG TOPICS
JUST DON’T USE THE TYPOS
GOOGLE ‘HOW TO’ + ‘KEYWORD’ IN INCOGNITO
PREDICTIVE SEARCH YOUR TOPICS
SELECT A TOPIC BASED ON YOUR SEARCH • Read the top 3 most recent posts • Write 3 things that suck about each of them
SELECT A TOPIC BASED ON YOUR SEARCH • Read the top 3 most recent posts • Write 3 things that suck about each of them • Think of 3 ways to make your post better • Make it 10X better than those posts • Use the keywords and semantics from earlier • Distribute it like crazy!
TWEET OF THE DAY Google loves great content, but it ranks content it can find no matter how people search for it.
Content Marketing is Worthless if it Doesn’t Move the Needle
AGENCY
CLIENT
Grow traffic, generate leads, and increase revenue . . .
Improve Current Process and Content
BLOG
ITALIAN WAS FIRST LANGUAGE
OUR COPYWRITER FIXED THAT
Redevelop Content Strategy to Attract New Customers
CHUPAMOBILE Flappy Bird The Flappy Miley Clone “Flappy bird ruined everything.” Paolo de Santis Founder, Chupamobile
App re-skinners were ruining the site and causing havoc in the app store
APPRENEURS • Want to build a business or an app • Do not have development experience • Development shops are expensive • Freelance Mobile Devs are flaky
CONDUCT KEYWORD AND SEARCH RESEARCH
BLOG TOPICS • Hiring a mobile dev • Teach people how to launch apps • How to make money from apps • Build apps with no code
MATCH BLOG POSTS TO EBOOK DOWNLOAD CONTENT
BUILD LANDING PAGES
LOTS OF THEM
MAKE IT EASY TO BECOME A LEAD • CTA on bottom of blog posts • CTA on sidebar • Exit intent pop-up
CREATE CONTENT CALENDAR
Launch Posts and Distribute Like a Mofo
DISTRIBUTION PROCESS FOR EVERY POST
NETWORK AND LINK
BUILD AN OUTREACH LIST
LINKEDIN IS AMAZING
AGGREGATORS HELP!
TWEET OF THE DAY If content gets published on the internet with no one around to read it, does it still get found19% INCREASE IN ORGANIC IN 3 MONTHS
696 LEADS IN 3 MONTHS
44% CONVERSION RATE
Has Leads, Will Nurture 3.4
NURTURE LEADS TO CREATE CUSTOMERS • Downloaded guide • Introduction to Chupa email • How it works email • Chupa success story email
TWEET OF THE DAY Growth hacking isn’t one tactic; it is how you string tactics together and automate them. That’s how you create growth!
Welcome to B2C Content Marketing 2019—Benchmarks, Budgets, and Trends. This report presents the results from the B2C marketers who took our ninth annual content marketing survey.
Our research has consistently shown that creating brand awareness is a top goal for B2C content marketing. However, many of this year’s survey respondents also reported strong concern for using content to solidify existing relationships (see page 13).
Content that can be effective at building loyalty takes many shapes and forms today, for example:
- Videos and social media stories that entertain
- In-person events that create a sense of community and belonging
- Podcasts that inspire
- Live or virtual experiences that evoke emotion
- Articles, guides, newsletters, etc., that provide information
Obviously, the list goes on. The point is, that while driving people to content is critical, giving them reasons to keep coming back will grow long-term success!
It is an interactive session where we will take a good look at how content is no longer a luxury in the marketing mix, it's gone from a nice to have to a must-have and this is mostly due to the fact that consumers have changed. Literally, the way a human being's brain is wired today (mostly because of technology) compared to the way it was wired say 10-20 years ago will astound you, and what this means is that your customer now has expectations that you need to learn to meet in order to have success in marketing and most especially digital marketing. We will explore how the Information age has shifted our priorities and is shaping our economy - all this will link back to how digital content can bring you results - complete with case studies.
When you know something is coming up, why wait to prepare? There are certain appointments that all of us have in our future so "dig your well before you're thirsty!"
5 Social Trends & What They Mean for Your StrategyDave Kerpen
Take a dive into 5 of social media's most prevalent themes and trends, plus a few bonus predictions of what to keep your eye on in the space. You'll also see a series of actionable next steps associated with each trend to ensure your brand's social media strategy is poised to stay ahead of the curve, meet your objectives, and beat your competitors.
In this on-demand webinar, SilverTech’s Principal Strategist, Samantha Maltais, and Content Strategist, Ian Hughes, review the results of our industry-wide State of Digital Marketing survey. They discuss the main challenges and opportunities marketers face and share what they believe will be the most effective digital strategies of 2018.
This overview is informed greatly by the discussion at our Executive Forum in March 2015, but it also is
the culmination of our observations from Content Marketing World 2014 and our advisory client work in
the past year.
Our objective is to report on the key challenges faced by marketers, the vital insights being realized, and
the general health of content marketing as a strategic business approach. As was the case last year, this overview ultimately asks more questions than it answers; our goal is not to settle debates or provide trite answers to complex business challenges, but to update and inform.
At the two-day Executive Forum, CMI leaders and senior marketing executives from more than 30 enterprise brands came together to collaborate and to discuss and report on their own organizations’ efforts in integrating content marketing as a strategic approach.
The extraordinary insights and the identification of challenges could not have been possible without the
generous contributions of this forum class, as well as last year’s forum participants. Their input doesn’t represent their tacit endorsement of the ideas, but as a collective group they are responsible for the value contained in this report.
It's back! The annual Content Marketing Institute/Content Marketing research returns again to dissect content marketing benchmarks, budgets and trends for B2B marketers in North America.
Delighting your advocates can become a sustainable competitive advantage—if you’ve got the skills to make it happen. Bring your swim trunks, because we’ll be diving into how to motivate your advocates to help you: Increase your brand’s reach and market presence, fill your pipeline with warm leads and close deals faster, and boost customer engagement, retention and account growth.
http://www.b2bmarketinginsider.com/content-marketing/content-marketing-that-converts
How Do You Create Content Marketing That Converts?
There’s been a fundamental shift in the way marketers and customers create, consume, and share content. Every day, billions of photos are uploaded, tweets are posted, snapchats are sent, and pieces of content are shared.
As marketers, we need to consider how our customers are consuming content and where, when, and how to engage them.
A content marketing strategy should be designed to engage your audience throughout the buyer’s journey. Producing relevant content for each lifecycle stage and delivering it at the right time and place is crucial to successful content marketing.
Evolution of Content & Digital Marketing in 2014Kevin Gibbons
How has digital marketing and content evolved? This presentation looks at what has changed over the last 12 months - from the #DigitalMarketingShow from November 2013 in London.
Let's face it: content marketing is hard. How should you you structure your team? How often should you create content? How long should it be? How should you distribute and measure it? When should you optimize and do paid promotion? We get these questions (among many, many more) nearly everyday at NewsCred.
Over the last year, Skyword interviewed top agency marketers to learn how they were tackling the content marketing challenge. “Agency Content Innovators,” collects the best moments and most valuable lessons from our interview series.
This slideshow covers the basics of content and content marketing to introduce B2B businesses to the benefits of working with inbound and content marketing.
In the presentation:
-Content
-Content production
-Content marketing
-Content marketing model
-Content for B2B markets
Definitive Guide to B2B Marketing in the Digital AgeCarolyn Bao
B2B Marketing has changed. 89% of B2B buyers use the internet during their B2B research process, according to a joint study by Google and Millward Brown Digital.
Direct sales are still critical, but strategic digital marketing will fuel the sustainable growth of the company, through generating demand, and empowering sales. I just published a B2B Marketing Guide that shows B2B marketers how to build a robust B2B technology brand, using all forms of digital marketing tools.
This is the deck used in The Digital Marketing Workshop at SXSW 2014.
Panelists include:
Blake Robinson, Director, Social Data @Kantar
Israel Mirsky, Global Managing Director, Social & Performance @ Annalect
Margaret Francis, VP, Product @Heroku
Marshal Kirkpatrick, CEO @GetLittleBird
The Best in Financial Services Content MarketingNewsCred
NewsCred's “Trends + Trendsetters” guides aim to educate marketers on trends, opportunities and content strategies that best-in-class brands are utilizing to engage their audiences. In this guide, we’ll take a look at content marketing in the financial services industry -- specifically American Express's OPEN Forum and First Round Capital's The Review.
How to Rock Content Marketing in the Age of 'Content Shock'Carmen Hill
Business communicators have been doing content marketing, in one way or another, since we’ve been doing marketing. But digital technologies and social media have changed the game. We’re now under pressure to produce, distribute and measure more content, more often on more platforms than ever before. Our content isn’t just vying for attention with the other guy’s white paper; it’s competing with cute kittens and screaming goats. And even though businesses are dedicating about a third of their marketing budgets to content, most of us still don’t have enough time or resources to keep up. In this presentation for the Omaha, Nebraska IABC Communicators Camp, Carmen Hill shares the latest content marketing trends, along with ideas for focusing your content strategy and standing out in the stream. Content marketing may be at the peak of the hype cycle, but it’s never too late to learn a few new tricks.
Welcome to the 12th Annual Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. What a year it has been.
This edition of our report looks back on the last 12 months and includes expectations for 2022. Throughout, you will see quotes from the many rich, qualitative responses we received to the question, “What did the pandemic change most about your organization’s content marketing strategy/approach?” In all, 75% of respondents took the time to answer this question and we are ever so grateful. What amazing insights it yielded!
The key theme that emerged was this: The pandemic awoke a sleeping giant – content marketing, that is. Without in-person events and face-to-face selling, many who had previously paid little attention to content marketing suddenly became aware of its power. More content marketers got a seat at the table and helped keep many businesses on their audiences’ radar. Some discovered new audiences altogether.
The research also confirmed what many of us already knew: Content marketers are some of the fiercest business pros around. In the most difficult of times, they get the job done – and many come through more creative and stronger than before.
Congratulations, content marketers, for a job well done in the most difficult of times. Our entire team salutes you!
FAIRY TALE: CONTENT IS AN ART AND RELIES ON GUT INSTINCT FACT: SUCCESSFUL CONTENT IS DATA DRIVEN AND SEMANTIC KEYWORD RIDDEN 03
How to Get Data Driven WITH YOUR CONTENT MARKETING
KEYWORD PLANNER IS YOUR FRIEND • Enter words around your company or service • Enter words around your competitors or enemies • Don’t be afraid of two or three word phrases • Find Search Volume
FIND WORDS THAT HAVE VOLUME
TWEET OF THE DAY If no one is looking for your content, then no one will read your content.
GET KEYWORD IDEAS
USE THESE IDEAS TO CREATE BLOG TOPICS
JUST DON’T USE THE TYPOS
GOOGLE ‘HOW TO’ + ‘KEYWORD’ IN INCOGNITO
PREDICTIVE SEARCH YOUR TOPICS
SELECT A TOPIC BASED ON YOUR SEARCH • Read the top 3 most recent posts • Write 3 things that suck about each of them
SELECT A TOPIC BASED ON YOUR SEARCH • Read the top 3 most recent posts • Write 3 things that suck about each of them • Think of 3 ways to make your post better • Make it 10X better than those posts • Use the keywords and semantics from earlier • Distribute it like crazy!
TWEET OF THE DAY Google loves great content, but it ranks content it can find no matter how people search for it.
Content Marketing is Worthless if it Doesn’t Move the Needle
AGENCY
CLIENT
Grow traffic, generate leads, and increase revenue . . .
Improve Current Process and Content
BLOG
ITALIAN WAS FIRST LANGUAGE
OUR COPYWRITER FIXED THAT
Redevelop Content Strategy to Attract New Customers
CHUPAMOBILE Flappy Bird The Flappy Miley Clone “Flappy bird ruined everything.” Paolo de Santis Founder, Chupamobile
App re-skinners were ruining the site and causing havoc in the app store
APPRENEURS • Want to build a business or an app • Do not have development experience • Development shops are expensive • Freelance Mobile Devs are flaky
CONDUCT KEYWORD AND SEARCH RESEARCH
BLOG TOPICS • Hiring a mobile dev • Teach people how to launch apps • How to make money from apps • Build apps with no code
MATCH BLOG POSTS TO EBOOK DOWNLOAD CONTENT
BUILD LANDING PAGES
LOTS OF THEM
MAKE IT EASY TO BECOME A LEAD • CTA on bottom of blog posts • CTA on sidebar • Exit intent pop-up
CREATE CONTENT CALENDAR
Launch Posts and Distribute Like a Mofo
DISTRIBUTION PROCESS FOR EVERY POST
NETWORK AND LINK
BUILD AN OUTREACH LIST
LINKEDIN IS AMAZING
AGGREGATORS HELP!
TWEET OF THE DAY If content gets published on the internet with no one around to read it, does it still get found19% INCREASE IN ORGANIC IN 3 MONTHS
696 LEADS IN 3 MONTHS
44% CONVERSION RATE
Has Leads, Will Nurture 3.4
NURTURE LEADS TO CREATE CUSTOMERS • Downloaded guide • Introduction to Chupa email • How it works email • Chupa success story email
TWEET OF THE DAY Growth hacking isn’t one tactic; it is how you string tactics together and automate them. That’s how you create growth!
Welcome to B2C Content Marketing 2019—Benchmarks, Budgets, and Trends. This report presents the results from the B2C marketers who took our ninth annual content marketing survey.
Our research has consistently shown that creating brand awareness is a top goal for B2C content marketing. However, many of this year’s survey respondents also reported strong concern for using content to solidify existing relationships (see page 13).
Content that can be effective at building loyalty takes many shapes and forms today, for example:
- Videos and social media stories that entertain
- In-person events that create a sense of community and belonging
- Podcasts that inspire
- Live or virtual experiences that evoke emotion
- Articles, guides, newsletters, etc., that provide information
Obviously, the list goes on. The point is, that while driving people to content is critical, giving them reasons to keep coming back will grow long-term success!
It is an interactive session where we will take a good look at how content is no longer a luxury in the marketing mix, it's gone from a nice to have to a must-have and this is mostly due to the fact that consumers have changed. Literally, the way a human being's brain is wired today (mostly because of technology) compared to the way it was wired say 10-20 years ago will astound you, and what this means is that your customer now has expectations that you need to learn to meet in order to have success in marketing and most especially digital marketing. We will explore how the Information age has shifted our priorities and is shaping our economy - all this will link back to how digital content can bring you results - complete with case studies.
When you know something is coming up, why wait to prepare? There are certain appointments that all of us have in our future so "dig your well before you're thirsty!"
5 Social Trends & What They Mean for Your StrategyDave Kerpen
Take a dive into 5 of social media's most prevalent themes and trends, plus a few bonus predictions of what to keep your eye on in the space. You'll also see a series of actionable next steps associated with each trend to ensure your brand's social media strategy is poised to stay ahead of the curve, meet your objectives, and beat your competitors.
How to Get the Most Out of Your Inbound CertificationHubSpot
You’ve studied up and passed the Inbound Certification exam. Now what? Now it's time to take advantage of your accomplishment by highlighting your shiny new marketing certification badge. This deck will cover 7 easy ways you can get the most out of your Inbound Certification badge and certificate to gain more opportunities.
Not certified yet? Become a certified inbound pro here: http://hubs.ly/y0GZT60
7 Tactics to Boost Your Digital Marketing Conversion RatesAnne Marie Dono
Increasing digital conversions rates is the top priority for any marketer this year, according to a recent ExactTarget survey. In this webinar we introduced 7 tactics you can use immediately to increase sales, leads, or the metric that you define as a conversion via your website or mobile apps.
This was the first time we introduced the concept of Growth Rate Optimization (GRO), a term I coined to describe a more holistic approach to optimization that is laser-focused on growing revenue by finding the perfect balance between user needs and business goals. Under this umbrella concept, we cover 7 tactics or concepts that help you optimize across various digital marketing channels from media buying to websites and mobile apps.
Hopefully you'll leave with some ideas on how to jumpstart or kick-start your optimization program. If not, email me!
Stay tuned for more webinars regarding Growth Rate Optimization.
Buyers today are more informed than ever. They use more information sources than ever, and social media to make informed decisions. Content Marketing is catching more and more attention from players like Coca Cola, Cisco, but also Google.
Content Marketing is transforming from an art to a science. The combination of technology and content is becoming a powerful tool in the toolbox of marketers.
What are the big trends fueling this idea of content marketing becoming more and more a science?
Unless it is 1984 and you’re Nike, your influencer marketing strategy probably needs some work.
This presentation features Ignite Social Media Founder & President Jim Tobin and special guest Jason Keath from Social Fresh as they present "Nobody's an Influencer. Everyone's an Influencer." Learn battle-tested influencer marketing strategies that you can put to work for your business today.
How Mobile Killed the Desktop: 33 Stats that Tell a StoryPlacester
It's no secret: mobile Internet traffic is growing, the number of folks who own mobile devices is growing, and more and more online consumers are seeking out mobile-friendly websites. A quick review of recent research data shows that the mobile revolution isn't some far-fetched piece of science fiction: it's happening NOW. If your business's website isn't optimized for mobile, you could be missing out on a ton of potential traffic, leads, and customers.
UX for Startups - Nasscom Product Conclavesaritarora
Hire the best design talent and learn how to work with the designers in a startup.
Also checkout http://uxforstartups.org/ for the video and the handouts.
Welcome back to The Generation Edge series, our monthly magazine exploring the identity, values, and lifestyle of the post millennial generation. People born after about 1995, the eldest of which are 19 now. We call them Generation Edge.
In this edition we explore how Gen X parents are shaping this new generation. Because, like it or not, our parents exert tremendous influence on the people we become...
Ever wondered why the two hottest words in marketing today are “Millennial” and “Multicultural”?
Well the short answer is that the Millennial Generation (18-34) rules category after category and Multiculturals are their heart and source of vitality and growth.
Andy Halley-Wright, VP Planning and Research at Y&R/Bravo Miami, looks at how despite millennials coming of age in dire economic times, they are optimistic, open minded and brave. And in the home of the brave, the American Dream burns brightest in multicultural millennial hearts. Naturally various life stages and different mindsets fall between the ages of 18 and 34. In fear of over simplification, the younger cohort (18-24) are “Explorers” (4Cs) driven by the mega need of discovery while the older segment (25-34) are “Aspirers” (4Cs) motivated to make a mark and to show the world that they are making it.
"Born in a digital world, eight in 10 Millennials in America own a smartphone. They are always on, always connected – like 1 in 2 are tweeting, liking, emailing, you-tubing or whatever; while on the toilet! No generation has ever spread the word about themselves and help build or break brands like this generation. And again, Hispanics are at the bleeding edge, especially when it comes to mobile," he writes.
If “Millennial” and “Multicultural” are the two hottest words in marketing today, the two most important commandments they impart are that the marketer should “Embrace Diversity” and “Be Participatory.” Of course, that’s easier said than done.
The Burrito Principle and Beyond: 10 Unique Marketing IdeasBuffer
How can a marketing idea or bit of advice stand out from the crowd?
We’ve certainly been eager to experiment with answers to this question—headlines, timing, frequency, etc. How about giving your great marketing idea its own name?
In this post we’ll explore 10 unique ideas to improve your marketing, each with a distinctly memorable name and concept.
Social Media Strategy: How Much Time Does a Good Strategy Take?Buffer
Does juggling social media management along with an armful of other task sound familiar to you? If so, I thought it might be helpful to detail what I’ve found so far and to show what all’s involved in the way that we go about managing our social media strategy at Buffer.
Growing Your Userbase with Better OnboardingSamuel Hulick
Frustration drives people to sign up for products in hopes of improving their lives. The space between the intolerable “before” and the ideal “after” is your project’s “improvement trajectory.” And once this is defined, it’s easier to identify key moments in the customer journey and match them to design patterns.
Samuel shares strategies that help you stop hemorrhaging signups. You’ll learn to create quality onboarding experiences that target your users’ frustrations and move them from A to B in their lives, instead of just A to B in your app.
New to influence marketing? Start here! This eBook defines what influence marketing is and does, and how you can apply it to your own marketing efforts. It's also great for helping others in your organization to understand influence marketing - download and share it today!
Recently, our friends at NewsCred pulled together some of the latest and greatest quotes to inspire content marketers. And while their list was formidable, we wanted to give it our own spin by adding a few additional perspectives.
Staying inspired can be tricky and we hope these help you stay on the path to creating great content that engages your audience and helps get the results you want.
2015 B2B Content Marketing Benchmarks, Budgets, and Trends for North AmericaMarketingProfs
This is the fifth year that MarketingProfs and Content Marketing Institute have put together this report on how marketers use content in their marketing mix. With changes in the industry, the report may look a little different than you remember. Dive in, and enjoy!
B2B Content Marketing Research: Focus on Documenting Your StrategyMadalina Balaban
This reserach - B2B Content Marketing 2015: Benchmarks, Budgets, and Trends — North America, produced by Content Marketing Institute and MarketingProfs and sponsored by Brightcove, reflects the progress our industry is making in exciting new ways.
B2B Content Marketing 2015 Benchmarks, Budgets & Trends - North America
Hello Content Marketers, Welcome to the fifth annual B2B Content Marketing Benchmarks, Budgets, and Trends—North America report. It’s hard to believe that it’s been five years since we first surveyed marketers on how they use content as part of the marketing mix. Since then, the survey has grown to reach marketers all across the globe. This year, we heard from more than 5,000 marketers—in 25 industries in 109 countries—from for-profit and nonprofit organizations. In this report, you’ll learn how the B2B marketers from North America responded. As you’ll notice, we made some changes to this year’s survey to better reflect how the industry is growing. We added new questions, changed the way we asked some of the prior ones, and even removed a few. We also asked content marketers about the initiatives they’re working on—and the list is long, as you will see… We’re thrilled to be with you on this journey.
Yours in content,
Joe & Ann
Joe Pulizzi
Founder
Content Marketing Institute
Ann Handley
Chief Content Officer
MarketingProfs
Sponsored by Brightcove
Recently, HubSpot launched our first edition of the State of Inbound UK report: Inbound Insights UK – 2014. We surveyed marketing professionals across the UK, both leaders and practitioners, to find out what the current trends in marketing are.
This extensive research aims to specifically help marketers in the UK set realistic benchmarks as well as focus on issues where they may be lagging behind on. For example, the relationship between sales and marketing is ever-increasing and the data indicates strongly that businesses that align these two departments outperform those that don’t by a significant margin.
We came up with many fascinating facts on the state of inbound marketing in the UK. The nine most remarkable discoveries were rolled into this SlideShare
When it's time for that conversation to get buy-in on your content marketing ideas and initiatives, how do you proceed? Do you have all of the resources you need? The research and support to justify your programs? We're here to help. Download our "Mastering the Buy-In Conversation on Content Marketing: The Essential Starter Kit" now to help you. We've done the legwork so you can focus on your content marketing. Good luck, and let us know how else we can help.
Hubspot and Smart Insights. Driving Content Marketing SuccessPlanimedia
The popularity of content marketing has grown dramatically over the last few years as more and more companies shift budget away from traditional paid advertising towards inbound marketing. Content is at the core of a successful inbound funnel. It helps to not only attract people to a website, but also to convert them into happy successful customers. In our State of Inbound Marketing report for Europe we found that 58% of companies had adopted an inbound strategy, with 42% planning to increase spend on inbound. These stats highlight the changes that are happening in marketing right now and why content is playing such a key role in todays marketing strategy
Welcome to our ninth annual B2B Content Marketing Benchmarks, Budgets, and Trends—North America report. We surveyed content marketers worldwide about a range of content marketing topics including strategy, audience development, technology proficiency, and content types. This report presents the data from the B2B content marketers in North America.
Although issues such as changes in SEO and social media algorithms are top-of-mind for B2B content marketers, they are accustomed to rapid changes in technology that often enable them to do their jobs faster, with better results. When the process-related components of the content marketer’s job are efficient, time is freed up to better serve the audience, discovering and developing the types of content they truly want and need.
We hope you find this research helpful as you plan for 2019!
2017 B2C Content Marketing Benchmarks, Budgets, and TrendsMarketingProfs
Our fifth annual B2C content marketing report is here. Sponsored by Hightail, this report shows where B2C marketers will spend their budget, how much budget businesses are allocating to content marketing efforts, and what kind of strategies we will see in 2017.
Our annual content marketing research, with this report focusing on B2C marketers and their content marketing budgets and trends. New questions, an interesting twist to our research, and valuable budgets and trends as we head into 2017 planning season.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
2. CONTENT CLARITY JULY 2014 2
EXECUTIVE SUMMARY
FOREWORD
WHAT DO MARKETERS WANT AND EXPECT FROM CONTENT MARKETING?
HOW ARE MARKETERS APPROACHING CONTENT DISTRIBUTION?
HOW ARE MARKETERS BUDGETING AND SPENDING ON CONTENT MARKETING AND DISTRIBUTION?
BACKGROUND & METHODOLOGY
TABLE OF CONTENTS
3
4
6
13
20
25
3. CONTENT CLARITY JULY 2014 3
EXECUTIVE SUMMARY
ONTENT MARKETING HAS TAKEN the
digital marketing world by storm.
With the barriers to content creation and
distribution still falling down all around us,
marketers have set out on a neverending
quest to build their respective publishing and
media empires. But they’re not just publishing
for the sake of publishing. The point of taking
on yet another new discipline in the ever
expanding marketing mix is to make marketing
work better.
This report, based on responses from
more than 400 marketing professionals,
seeks to understand where we are in the
transformational journey to content-centric
marketing. Is content marketing performing?
What values and approaches have been
assigned the highest priority? And specifically,
how well are we doing at getting our content
in front of the right people to drive business
outcomes?
Several notable themes emerge from the data,
but following are the top takeaways:
MARKETERS ARE FAR FROM SATISFIED WITH
THEIR CONTENT MARKETING EFFORTS.
• More than half (54%) of marketers are not satisfied with
their current content marketing efforts.
• Marketers identified driving business results as the
toughest challenge of content marketing.
CONTENT DISTRIBUTION IS HIGH PRIORITY BUT
EARLY IN ITS EVOLUTION.
• Marketers rank Targeting Precision, Reach and KPI
Optimization as the most important attributes of
content distribution.
• Nearly half (47%) of marketers are not satisfied with
their ability to target content distribution to the right
audience.
• 1 in 5 marketers currently are not making use of any
targeting approach for placing their content.
WE’RE STILL IN THE EARLY DAYS OF PAID
CONTENT DISTRIBUTION, BUT SPENDING IS SET
TO INCREASE.
• Less than 60% of marketers are currently using paid
channels for content distribution.
• While Content Creation currently enjoys the greatest
share of content marketing budgets (37% on average),
it’s Content Distribution that will see the biggest increase
in share of budget over the next 12 months
• More than two thirds (69%) of marketers feel that
native advertising is interesting and valuable as a niche
form of advertising, and 22% believe native is where all
advertising is heading.
The full report follows with all the details that
put into perspective the mindset, motivations
and stages of maturity in the context of
content marketing.
C
4. CONTENT CLARITY JULY 2014 4
FOREWORD
HERE IS SIMPLY NO DOUBT THAT
CONTENT—and the exponentially
increasing quantities that every business
produces—will affect the business. As a
recent Google white paper called Return On
Information concluded, the volume of content
and data is growing so fast that it may soon
reach the “too much” stage where at actually
“interferes with productivity rather than
contribute to it”.1
In his 1954 book The Practice Of Management
Peter Drucker concludes that:
“The purpose of business is to create a
customer. The business enterprise has
two and only two functions: marketing
and innovation. Marketing and innovation
produce results. All the rest are costs.
Marketing is the distinguishing, unique
function of the business.”
Somewhere along the digital road we find
ourselves on, that idea seems to have been
lost. In so many cases, Marketing is simply a
service function within the business. Its sole
job to produce ever more voluminous amounts
of content that describes the value of our
brand, or our product or service so that sales
can sell more efficiently, customer support
can service more effectively and all manner
of customer interfaces are simply cleverly
designed.Today, it’s time for marketing reclaim
its ability to create value. Marketing can be
the unique, distinguishing function of the
business—but only if its goal is to create the
value that continually evolves customers from
aware, to interested, to engaged to sold and
then onward to loyal and evangelistic. Content
and experiences—and the business’ ability to
create, manage and promote them—will be
the single most important key to this evolution.
And promotion may be one of the most
important elements of all. As this study you’re
about to read found—content marketers
are both simultaneously frustrated by the
results they’re getting, while recognizing
that traditional paid promotion can help
drive consumption of the content itself. The
marketer’s willingness, freedom and expertise
to promote the value they are creating will
be a critical part of the success of content
marketing. In short: developing valuable
content products may be as, or in some
cases more, valuable than the products and
Robert Rose
Chief Strategist
Content Marketing
Institute
The Marketer’s New Job Is To Create
Value
T
B Y R O B E R T R O S E , C H I E F S T R A T E G I S T , C O N T E N T
M A R K E T I N G I N S T I T U T E
(Continued)
5. CONTENT CLARITY JULY 2014 5
FOREWORD
services they are supporting. Promoting them
with considered investment and care will be
important.
It’s simple: content in marketing isn’t new.
Content Marketing is. Content can be managed
as a strategic asset that it has (or can) become
for enterprises—or it can be an expensive
byproduct that ultimately weighs down a
company as it tries to navigate the broader
disruptions taking place.
As you’ll see in this extraordinarily interesting
study—marketers are hungry for the change
working hard to find the “results” in the early
going of content marketing. Promoting the
value we create will be one critical factor in
finding those results.
1
Return On Information: Improving your ROI with Google Enterprise Search http://services.google.com/fh/files/misc/gsa-google-returnoninformation.pdf
7. CONTENT CLARITY JULY 2014 7
Brand engagement and lead generation are marketers’ top content marketing objectives, but B2C and B2B marketers
have vastly different agendas.
CONTENT MARKETING OBJECTIVES
Marketers want and expect many outcomes from their
content marketing efforts, but Lead Generation tops the
list, cited by 23% of respondents as the most important
objective. Brand and Product Engagement (20%) and
Thought Leadership (16%) follow closely behind.
TOP CONTENT MARKETING OBJECTIVES
LEAD GENERATION
BRAND ENGAGEMENT
THOUGHT LEADERSHIP
BRAND POSITIONING
GENERATING TRAFFIC
CUSTOMER SERVICE
DIRECT SALES
SOMETHING ELSE 1%
9%
10%
11%
11%
16%
20%
23%
8. CONTENT CLARITY JULY 2014 8
THE B2B VS B2C DIVIDE IN CONTENT MARKETING OBJECTIVES
As you might expect the objectives B2C marketers are
focused on differ greatly from those of B2B marketers.
While 28% of B2C marketers name Brand and Product
Engagement as their top content marketing priority, only
9% of B2B marketers put that same objective at the top
of their list. Conversely, 38% of B2B marketers say Lead
Generation is the top objective, while only 11% of B2C
marketers name lead gen as most important.
Top content marketing objectives of consumer brands are very different from those of B2B brands.
B2C B2B
TOP CONTENT MARKETING OBJECTIVES: B2C VS B2B MARKETERS
BRAND
ENGAGEMENT
GENERATING
TRAFFIC
LEAD
GENERATION
CUSTOMER
SERVICE
DIRECT
SALES
BRAND
POSITIONING
THOUGHT
LEADERSHIP
9%
28%
14%
13% 13%
11% 11% 10%
5%
10%
3%
38%
7%
27%
9. CONTENT CLARITY JULY 2014 9
Marketers are performing well in some areas of content marketing, but not so well in others. As a result, more than half
of marketers are not satisfied with their current efforts.
CONTENT’S DISCONTENT
54% of marketers feel that their organizations are falling
either a little short (38%) or well short (15%) of their most
important objectives.
34%
5%
8%
15%
38%
FALLING A
LITTLE SHORT
FALLING
WELL SHORT
EXCEEDING
BY A LITTLE
MEETING THE
OBJECTIVE
FAR
EXCEEDING
MARKETERS MEETING CONTENT MARKETING OBJECTIVES
TYPES OF CONTENT MOST COMMONLY
PUBLISHED BY MARKETERS
1
2
3
4
5
6
BLOGS
VIDEOS
SOCIAL
PHOTOS
CONTRIBUTED ARTICLES
INFOGRAPHICS
10. MORE THAN HALF OF MARKETERS ARE
NOT SATISFIED
WITH THEIR CURRENT
CONTENT MARKETING EFFORTS.
1/2
11. CONTENT CLARITY JULY 2014 11
PERFORMANCE ACROSS CONTENT MARKETING DISCIPLINES
Marketers feel their organizations are performing well in
creating (68% performing well or very well) and sharing
(60%) content, but generally underperforming in driving
business results (66% underperforming or not performing
at all) and measurement (56%).
I have a client that is very successful with social
distribution, house email lists and earned PR. This
success means they don’t go as far as they could with
paid, targeted content distribution.”
Marketers are doing very well in some areas of content marketing but struggling to drive business results.
“
IN THEIR WORDS
— S U R V E Y R E S P O N D E N T
NOT PERFORMING WELL AT ALL
PERFORMING VERY WELL PERFORMING WELL
UNDERPERFORMING
BUSINESS RESULTS
MEASUREMENT
TARGETING
CURATING
DISTRIBUTING
SHARING
CREATING
4% 10%30% 56%
8% 14%36% 42%
10% 6%42% 41%
8% 7%47% 38%
12% 3
3
48% 37%
18% 50% 29%
ORGANIZATIONAL PERFORMANCE IN CONTENT MARKETING DISCIPLINES
12% 445% 40%
12. CONTENT CLARITY JULY 2014 12
“
— S U R V E Y R E S P O N D E N T
Marketers see driving business results as the most challenging aspect of content marketing.
MOST CHALLENGING ASPECT OF CONTENT MARKETING
CONTENT MARKETING CHALLENGES
At 29%, driving business outcomes tops the list of most
challenging aspects of content marketing, while creating
content (25%) and measuring content’s performance (15%)
follow closely behind.
Content distribution and promotion has been a challenge.
We actually removed the blog portion of our website
because having little content or wrong content seemed
worse than not offering it.”
IN THEIR WORDS
BUSINESS RESULTS
CREATION
MEASUREMENT
TARGETING
DISTRIBUTION
CURATION
SHARING
29%
25%
15%
12%
10%
6%
2%
14. CONTENT CLARITY JULY 2014 14
When it comes to content distribution and promotion, marketers place the most value on targeting precision, scale and
KPI optimization.
TOP CONTENT DISTRIBUTION FACTORS
HOW MARKETERS RANK IMPORTANCE OF CONTENT DISTRIBUTION ATTRIBUTES65% of marketers ranked targeting as one of the top two
most important attributes in determining distribution
success, with 52% indicating scale or reach and 22%
indicating KPI optimization.
TARGETING PRECISION
SCALE OR REACH
KPI OPTIMIZATION
ANYALYTICS / REPORTING
CONTEXTUAL FIT
FORMAT OF PLACEMENTS
BRAND SAFETY
1
2
3
4
5
6
7
15. CONTENT CLARITY JULY 2014 15
“
— S U R V E Y R E S P O N D E N T
Web properties, social networks and organic search are the most widely used distribution channels with native and
content discovery platforms showing the most room for growth and adoption.
CONTENT DISTRIBUTION CHANNELS
MARKETER USAGE OF DISTRIBUTION CHANNELS87% of marketers are using their own websites as a means
to distribute content, while 80% are using social networks
and 76% are relying on organic search. In comparison, only
24% are using publisher native offerings, 18% are using
content discovery/recommendation platforms and a scant
7% cite using in-feed native platforms.
The vast majority of our distribution efforts are all around
earned media - media coverage, syndication and by-
lined columns on some of the most respected sites in our
industry.”
IN THEIR WORDS
OWN WEBSITE
SOCIAL SHARING
ORGANIC SEARCH
NEWSLETTERS
PRESS
PAID SEARCH
DISPLAY MEDIA
CONTRIBUTING
MICROSITE
VIDEO ADS
PUBLISHER NATIVE
CONTENT DISCOVERY
IN FEED PLATFORMS
87%
80%
72%
59%
59%
51%
48%
44%
28%
26%
24%
18%
7%
16. CONTENT CLARITY JULY 2014 16
More than half of marketers have embraced basic content targeting approaches, but only a small minority have explored
use of more sophisticated content targeting methods.
TARGETING CONTENT DISTRIBUTION
USE OF TARGETING APPROACHES FOR CONTENT PLACEMENTThe greatest number of marketers (56%) are targeting
content distribution based on demographics, firmographics
and interests. While only 24% are using behavioral
targeting, and only 22% are using third party data sources
for content targeting. Additionally more than 20% of
marketers indicated not making use of any targeting
approach and that generating traffic and clicks was the
main goal.
DEMOGRAPHICS
SITE PLACEMENT
KEYWORD MATCHING
BEHAVIOR TARGETING
3RD PARTY SOURCES
NO TARGETING
56%
49%
42%
24%
22%
20%
17. CONTENT CLARITY JULY 2014 17
CONTENT TARGETING SATISFACTION
SATISFACTION WITH TARGETING CONTENT FOR DISTRIBUTION
SOMEWHAT
SATISFIED
SOMEWHAT
DISSATISFIED
VERY
DISSATISFIED
VERY
SATISFIED
45%37%
10%
9%
As a result of using mostly basic content targeting
techniques, nearly half of marketers (47%) are dissatisfied
with their ability to distribute content to the right target
audience.
Marketers report mixed levels of satisfaction with their current ability to target content distribution.
18. MARKETERS ARE PURELY FOCUSED ON
TRAFFIC & CLICKS
AND DON’T HAVE A TARGETING APPROACH
FOR PLACING THEIR CONTENT.
1IN
5
19. CONTENT CLARITY JULY 2014 19
Marketers see unique value in native advertising but aren’t betting the farm just yet.
MARKETER ATTITUDES TOWARD NATIVE ADVERTISING
MARKETER ATTITUDES TOWARD NATIVE ADVERTISINGAs one method of content distribution most marketers
(69%) characterize native advertising as a valuable, niche
form of advertising but not necessarily a mainstream ad
offering. 22% of marketers feel that native advertising is
where all online advertising is headed, and 9% feel that
native advertising is a passing fad.
A VALUABLE
NICHE
WHERE ALL
ONLINE
ADVERTISING
IS HEADED
A FAD
SOON TO BE
FORGOTTEN
69%
22%
9%
21. CONTENT CLARITY JULY 2014 21
Content creation currently gets the greatest share of content marketing budgets.
CONTENT MARKETING BUDGET ALLOCATION
Marketers are spending more on content creation (37%
of budget on average) and distribution (30%) but less on
curation (19%) and measurement (15%).
CREATION
CURATION
MEASUREMENT/
OPTIMIZATION
37%
30%
19%
15%
AVERAGE CONTENT MARKETING BUDGET ALLOCATIONS
DISTRIBUTION
22. CONTENT CLARITY JULY 2014 22
Over the next 12 months, content distribution will be the most common spending growth area within content marketing.
Content distrubution is most frequently cited by marketers
(58%) as on the rise within their content budgets, with
measurement/optimization closely following (52%).
CONTENT MARKETING BUDGET CHANGES
ANTICIPATED SHIFTS IN CONTENT MARKETING BUDGETS
OVER NEXT 12 MONTHS
INCREASE SOMEWHAT DECREASE SIGNIFICANTLY
DECREASE SOMEWHAT
STAY ABOUT THE SAME
INCREASE SIGNIFICANTLY
DISTRUBUTION/PROMOTION
MEASUREMENT/OPTIMIZATION
CREATION/PROCUREMENT
CURATION 27% 3
5%
58%
10% 48%
39%
46%
36%
30%
16% 43%
12% 40%
1
11
12
23. OF MARKETERS PLAN TO INCREASE THEIR PAID
CONTENT DISTRUBUTION
BUDGETS IN THE NEXT 12 MONTHS.
58
%
24. CONTENT CLARITY JULY 2014 24
Use of paid distribution channels for content is significantly less common than use of earned and owned channels.
Only 60% of marketers are using paid channels to promote
their content, compared with 77% and 87% using earned
and owned channels respectively.
AVERAGE CONTENT DISTRIBUTION BUDGET ALLOCATION FOR PAID,
EARNED AND OWNED PROMOTION CHANNELS
USE OF PAID, EARNED AND OWNED CHANNELS FOR DISTRIBUTION
USE OF PAID, EARNED AND OWNED CHANNELS FOR CONTENT DISTRIBUTION
OWNED CHANNELS
EARNED CHANNELS
PAID CHANNELS
NONE OF THE ABOVE 3%
60%
77%
87%
EARNED
CHANNELS
OWNED
CHANNELS
PAID
CHANNELS
25%
31%
44%
26. CONTENT CLARITY JULY 2014 26
21%
BACKGROUND & METHODOLOGY
The Content Clarity study was conducted by OneSpot and
The 614 Group during May and June 2014. The study is
based on online survey responses from 487 U.S. marketing
professionals from B2C and B2B brands as well as
agencies. Following is a breakdown of respondents by type:
MARKETING ORGANIZATIONS REPRESENTED
LOCATION OF RESPONDENTSAGE OF RESPONDENTS
OTHER B2C BRAND
B2B BRAND
AGENCY
21%
24%
25%
30%
60+
45–60
18–29
30-44
10%
24%
30%
35%
PACIFIC
NEW
ENGLAND
MID
ATLANTIC
SOUTH
ATLANTIC
14%
7%
14%
20%SOUTHWEST
SOUTHEAST
NORTHEAST
CENTRAL
NORTHWEST
CENTRALMOUNTAIN
10%
5%
16%9%
6%
27. CONTENT CLARITY JULY 2014 27
ABOUT ONESPOT
OneSpot helps brands build audiences
and drive business results from content.
Offering the only platform that combines
content marketing with the scale and data
intelligence of the existing online advertising
ecosystem, OneSpot helps brands make their
content work harder and smarter. For more
information visit www.onespot.com
ABOUT THE 614 GROUP
614 Group empowers companies to optimize
digital marketing efforts and grow revenue by
implementing measurable results solutions.
614 Group focuses on four practice areas:
content monetization and revenue strategy,
brand safety, technology and digital systems
integration and corporate strategy. For more
information visit www.614group.com