2020 Content Marketing Benchmarks, Budgets, and Trends - North America

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CONTENT MARKETING
2020
Benchmarks, Budgets, and Trends—North America
SPONSORED BY

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m WELCOME.....................................................................................................

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Welcome to our annual B2B Content Marketing Benchmarks,
Budgets, and Trends—North America report. We’re exc...

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Most Successful All Respondents Least Successful
Organization’s content marketing is sophisticated/mature 8...

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Most Successful All Respondents Least Successful
Always/frequently:
Prioritizes audience’s informational ne...

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Goals for content
marketing are largely
focused on the top of
the funnel
Most B2B marketers
use content mar...

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KEY FINDINGS
Effectively targeted
content distribution
may be an issue for
about one-third of all
surveyed
...

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SUCCESS & MATURITY

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Overall success with content marketing is similar to that reported for the last 3 years,
with the largest p...

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42% of B2B marketers say their organization is in the sophisticated/mature phase of
content marketing matu...

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STRATEGY, OPINIONS
& TECHNOLOGY

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The percentage of content marketers who document their content marketing strategy has
inched up slowly yea...

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52% of B2B marketers agree their organization provides customers with optimal experiences
across the engag...

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The top 2 technologies B2B organizations use to assist with content marketing are analytics tools
(86%) an...

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TEAM STRUCTURE
& OUTSOURCING

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TEAM STRUCTURE & OUTSOURCING
All Respondents
Small
(1-99 Employees)
Medium
(100-999 Employees)
Large
(1,00...

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SPONSORED BY
TEAM STRUCTURE & OUTSOURCING
All Respondents
Small
(1-99 Employees)
Medium
(100-999 Employees)
Large
(1,00...

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SPONSORED BY
TEAM STRUCTURE & OUTSOURCING
Half of B2B marketers outsource at least one content marketing activity.
Larg...

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TEAM STRUCTURE & OUTSOURCING
Content creation is the activity B2B marketers are most likely to outsource, ...

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CONTENT CREATION
& DISTRIBUTION

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These findings are similar to last year’s with one notable exception: There is a slight decrease in those
...

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CONTENT CREATION & DISTRIBUTION
The average number of audiences B2B marketers create content for is 4. The...

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CONTENT CREATION & DISTRIBUTION
Regardless of their organization’s size, B2B marketers say half the conten...

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CONTENT CREATION & DISTRIBUTION
The top 3 types of content B2B marketers use are social media content (95%...

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CONTENT CREATION & DISTRIBUTION
We asked respondents which content types are the highest performing for th...

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CONTENT CREATION & DISTRIBUTION
The top 3 organic (free) content distribution channels B2B marketers use a...

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CONTENT CREATION & DISTRIBUTION
84% of B2B marketers use paid distribution channels for content marketing ...

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Nearly all B2B marketers use LinkedIn for organic content marketing. LinkedIn is also the top
choice among...

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METRICS & GOALS

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METRICS & GOALS
80% of B2B marketers use metrics to measure content performance, 65% have established
KPIs...

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METRICS & GOALS
The top 5 metrics B2B marketers track to measure content performance are email engagement
...

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METRICS & GOALS
59% of the B2B marketers who measure content marketing ROI (43%) rate their ability to
dem...

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BUDGETS & SPENDING

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BUDGETS & SPENDING
36% of B2B marketers reported a 2019 annual content marketing budget of less than
$100,...

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BUDGETS & SPENDING
Nearly half of B2B marketers expect their content marketing budget to increase in 2020....

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BUDGETS & SPENDING
Organization size and available budget impact whether a company uses paid advertising
i...

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BUDGETS & SPENDING
Of those who use paid advertising, 38% say they’ve shifted paid advertising dollars to ...

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CONTENT MARKETING
PRIORITIES

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CONTENT MARKETING PRIORITIES
Nearly half of B2B marketers think their organization might prioritize improv...

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B2B Content Marketing 2020: Benchmarks, Budgets, and Trends—North America was produced by Content Marketin...

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Thanks to all the survey participants who made this research possible and to everyone who helps disseminat...

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Sitecore and SoDA research shows that publishing
personalized content faster or more cost effectively
is a p...

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