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Content Marketing: A strategic marketing approach
focused on creating and distributing valuable,
relevant, and consistent content to attract and retain
a clearly defined audience—and, ultimately, to drive
profitable customer action.
Success: Achieving your organization’s desired/
targeted results.
TABLE OF CONTENTS
m INTRODUCTION..................................................................... 3
m TOP ENTERPRISE PERFORMERS VS. ALL RESPONDENTS.... 4
m KEY FINDINGS........................................................................ 5
m STRATEGY, OPINIONS & OVERALL SUCCESS........................ 6
m TEAM STRUCTURE & OUTSOURCING................................. 10
m CONTENT CREATION & DISTRIBUTION.............................. 14
m METRICS & GOALS............................................................... 25
m BUDGETS & SPENDING....................................................... 29
m LOOKING FORWARD............................................................ 33
m ACTION STEPS – BY ROBERT ROSE..................................... 37
m METHODOLOGY................................................................... 38
LISA MURTON BEETS
Research Director & Report Author, CMI
STEPHANIE STAHL
General Manager, CMI
ROBERT ROSE
Chief Strategy Advisor, CMI
KIM MOUTSOS
VP Content, CMI
JOSEPH “JK” KALINOWSKI
Creative Director, CMI
AMIE CANGELOSI
Marketing Director, CMI
KAREN SCHOPP
Account Manager
3
INTRODUCTION
Welcome to the Enterprise Content Marketing
Benchmarks, Budgets, and Trends: Insights
for 2022 report. This report looks back on the last 12
months and includes expectations for 2022.
The research suggested that, due to lockdowns and
work-from-home mandates, content marketing piqued
the interest of many who were previously unaware
of its power. With more people than ever spending
time online, content marketing presented a prime
opportunity to get and stay in front of audiences.
As in the previous year, nearly one in three enterprise
marketers said their organization was extremely or very
successful with content marketing. These marketers,
our “top performers,” have certain characteristics that
set them apart from their peers (see page 4). A few of
the biggest things they do are to differentiate their
content and use content collaboration/calendaring/
workflow tools.
No matter how successful they are at content marketing,
most respondents plan to invest in video in 2022: 72%
of all enterprise respondents forecast investment in this
area followed by investment in events (62%), paid media
(59%), and owned-media assets (55%).
And, yes, challenges remain. The top challenge,
which is the same as it was two years ago, is internal
communication between teams/silos (57%). It indicates
a pressing need to formalize content operations in
enterprises that have not yet done so.
Here’s to a prosperous 2022!
3
4
TOP PERFORMERS
Top Enterprise
Respondents
All Enterprise
Respondents
Has a documented content marketing strategy 58% 43%
Characterizes their content marketing as sophisticated/mature 77% 44%
Has a centralized content marketing group 44% 30%
Has 11+ full-time content marketing employees	 27% 15%
Uses content creation/calendaring/collaboration/workflow tools 89% 77%
Uses a customer relationship management system (CRM) 62% 50%
Measures content performance 93% 78%
Characterizes team’s ability to demonstrate ROI for content marketing initiatives as excellent/very good 61% 36%
Spends 50% or more of total marketing budget on content marketing 34% 19%
Expected 2022 content marketing budget to increase over 2021 64% 52%
Increased spending on paid content distribution in last 12 months 58% 44%
Strongly/somewhat agrees:
Organization values creativity and craft in content creation and production 83% 67%
Organization provides customers with a consistent experience across their journey 70% 51%
Always/frequently:
Differentiates content from the competition 72% 49%
Prioritizes audience’s informational needs over their own organization’s 79% 61%
Crafts content based on specific stages of the buyer’s journey 69% 51%
Uses content marketing successfully to:
Build loyalty with existing customers/clients 75% 60%
Nurture subscribers/audiences/leads	 66% 52%
Generate sales/revenue	 56% 39%
How Enterprise Content Marketing Top Performers* Describe Their Organizations – At a Glance
This chart shows key areas where we observed a gap of at least 10 percentage points between all enterprise marketers and the top performers among them.
Chart term definitions: A top performer (aka “most successful”) is a respondent who characterizes their organization’s overall content marketing approach as extremely or very successful.
]
Enterprise Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021
5
KEY FINDINGS
Most enterprise marketers are
feeling successful with content
marketing.
Nearly one in three enterprise marketers
(32%) said their organization was
extremely or very successful in the last
12 months. Another 58% said they were
moderately successful. The top factor
contributing to that success was “the
value our content provides” (70%).
Top-performing enterprise
marketers stand out by
differentiating their content.
72% of the top performers said
their organization always/frequently
differentiates its content from the
competition vs. only 49% of all
enterprise respondents. In addition, 69%
always/frequently craft content based
on specific stages of the buyer’s journey
vs. 51% of all respondents.
Top-performing enterprise
marketers use more content
marketing technologies.
One of the widest gaps between
top performers and all enterprise
respondents was the use of content
creation/calendaring/collaboration/
workflow tools (89% vs. 77%).
Nearly all top performers measure
content performance and 61% say
they’re doing an excellent/very
good job at it.
93% of top performers said they
measure content performance
compared with 78% of all enterprise
respondents. The top performers are
also confident in their measurement
efforts, with 61% saying they do an
excellent/very good job vs. 36% of all
enterprise respondents.
Internal communication and
overcoming the traditional
marketing and sales mindset are
top challenges.
Enterprise marketers said their top two
content marketing challenges were
internal communication between teams/
silos (57%) and overcoming the traditional
marketing and sales mindset (48%).
Video is the top predicted area
of content marketing investment
for 2022.
Enterprise marketers indicated video
would be a top content marketing area
of investment by far: 72% predicted their
organization will invest in video in 2022,
followed by events (62%), paid media
(59%), and owned-media assets (55%).
6
7
76% of enterprise respondents reported that their organization has a content marketing strategy. Of those, 20%
said their strategy is extremely/very different now versus pre-pandemic.
Percentage of Enterprise Marketers
With a Content Marketing Strategy
43%
17%
7%
33%
■ Yes, and it is documented
■ Yes, but it is not documented
■ No, but plan to within 12 months
■ No, with no plans
Difference in Enterprise Content Marketing Strategy
Now Vs. Pre-Pandemic
14%
2% 6%
4%
36%
9%
29%
■ Extremely different
■ Very different
■ Moderately different
■ Slightly different
■ Not different at all
■ Unsure
■ We didn’t have a content
marketing strategy one year ago
STRATEGY, OPINIONS & OVERALL SUCCESS
Base: Enterprise content marketers.
Enterprise Content Marketing Benchmarks, Insights for
2022. Content Marketing Institute/MarketingProfs,
July 2021
Base: Enterprise content marketers whose organizations
have a content marketing strategy.
Enterprise Content Marketing Benchmarks, Insights for
2022. Content Marketing Institute/MarketingProfs, July
2021
8
Over the last year, 79% of enterprise marketers have been asked to do more with the same resources.
STRATEGY, OPINIONS & OVERALL SUCCESS
Enterprise Marketers’ Opinions About
Content Marketing in Their Organizations
(Strongly/Somewhat Agree)
71%
83%
37%
70%
79%
67%
49%
51%
0 20 40 60 80 100
m Top performers
m All respondents
Over the last year, our content team has been
asked to do more with the same resources.
Our organization values creativity and
craft in content creation and production.
Over the last year, it has become increasingly
difficult to capture our audience’s attention.
Our organization provides customers with a consistent
experience across their engagement journey.
Base: Enterprise content marketers who answered each statement.
Enterprise Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021
9
Nearly one in three enterprise marketers (32%) said their organization was extremely or very successful with content marketing in
the last 12 months. The top contributing factor was the value their content provides.
STRATEGY, OPINIONS & OVERALL SUCCESS
How Enterprise Marketers Rate
Their Organization’s Overall Level of
Content Marketing Success in Last 12 Months
9%
27%
5%
1%
58%
■ Extremely successful
■ Very successful
■ Moderately successful
■ Minimally successful
■ Not at all successful
Base: Enterprise content marketers.
Enterprise Content Marketing Benchmarks, Insights for 2022.
Content Marketing Institute/MarketingProfs, July 2021
Base: Enterprise content marketers who said their organizations were
extremely/very successful with content marketing.
Enterprise Content Marketing Benchmarks, Insights for 2022.
Content Marketing Institute/MarketingProfs, July 2021
Factors Contributing to Enterprise Content Marketing
Success in Last 12 Months
70%
56%
52%
52%
49%
43%
36%
30%
0 20 40 60 80
The value our content provides
Website changes
Adapting to changes brought forth by pandemic
Changing buyer/consumer behaviors
Earned media
Search rankings
Strategy changes
Changing our products/services
10
10
11
TEAM STRUCTURE & OUTSOURCING
36% of enterprise marketers said they have both a centralized group and individual content marketing teams
throughout the organization.
Base: Enterprise content marketers.
Enterprise Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021
Enterprise Organizations’
Content Marketing Team Structure
13%
30%
21%
36%
■ We have a centralized content marketing group that works
with multiple brands/products/departments throughout the organization.
■ Each brand/product/department has its own content marketing team.
■ Both of the above — We have a centralized group and individual teams
throughout the organization.
■ We have a small (or one-person) marketing/content marketing team
serving the entire organization.
12
TEAM STRUCTURE & OUTSOURCING
40% of enterprise respondents said their organization has two to five full-time employees dedicated to
content marketing.
Base: Enterprise content marketers.
Enterprise Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021
Enterprise Organizations’
Content Marketing Team Size
(Full-Time/Dedicated to Content Marketing)
16%
17%
15%
11%
40%
■ 11+
■ 6-10
■ 2-5
■ 1
■ 0 (no one is full time, dedicated)
13
TEAM STRUCTURE & OUTSOURCING
Nearly three out of four enterprise marketers (71%) said their organization outsources at least one content marketing
activity. Their top two challenges are finding partners with adequate topical expertise (63%) and budget issues (43%).
Top 5 Challenges When Seeking
Outsourced Enterprise Content Marketing Help
63%
43%
39%
33%
28%
0 20 40 60 80
Finding partners with adequate topical expertise
Budget issues
Finding partners who understand/can empathize with our audience
Lack of clear return on investment (ROI) metrics
Finding partners who can provide adequate strategic advice
Base: Enterprise content marketers who outsourced at least one content marketing activity. Aided list; up to five responses permitted.
Enterprise Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021
Does Your Enterprise Organization
Outsource Any Content Marketing Activities?
29%
71%
■ Yes
■ No
14
15
61% of enterprise marketers always/frequently prioritize the audience’s informational needs over their organization’s
sales/promotional message; the remainder only do so sometimes, rarely, or never.
Base: Enterprise content marketers who answered each statement.
Enterprise Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021
Concepts Enterprise Marketers Take Into Account While
Creating Content for Their Organization
(Always/Frequently)
79%
72%
69%
61%
49%
51 %
0 20 40 60 80
m Top performers
m All respondents
Prioritize the audience’s informational needs over your
organization’s sales/promotional message.
Differentiate your content from the competition.
Craft content based on specific stages
of the buyer’s journey.
CONTENT CREATION & DISTRIBUTION
16
CONTENT CREATION & DISTRIBUTION
The top technologies enterprise organizations use to assist with content marketing are analytics tools (86%), social media publishing/analytics
(79%), content creation/calendaring/collaboration/workflow tools (77%), and email marketing software (75%).
Top-performing enterprise marketers have higher adoption rates for numerous content marketing technologies. One of the widest gaps
is in the use of content creation/calendaring/collaboration/workflow tools (89% vs. 77%).
Technologies Enterprise Organizations Use to
Assist With Content Marketing
93%
86%
82%
79%
89%
77%
74%
62%
60%
52%
44%
38%
75%
50%
54%
42%
40%
40%
40%
29%
29%
26%
0 20 40 60 80 90 100
Analytics tools (e.g., web analytics, dashboards)
Social media publishing/analytics
Content creation/calendaring/collaboration/workflow tools
Email marketing software
Customer relationship management (CRM) system
Content management system (CMS)
Digital asset management (DAM) system
Marketing automation system (MAS)
Content distribution platform
Sales enablement platform
Content performance/recommendation analytics
n Top performers
n All respondents
Base: Enterprise content marketers. Aided list; multiple responses permitted.
Enterprise Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021
17
CONTENT CREATION & DISTRIBUTION
Short articles/posts (90%) and videos (79%) are the top two content types enterprise marketers used in the last 12 months.
Content Assets Enterprise Marketers Created/Used in Last 12 Months
90%
79%
76%
72%
63%
60%
54%
46%
37%
30%
25%
22%
0 20 40 60 80 100
Short articles/posts (fewer than 3,000 words)
Videos
Virtual events/webinars/online courses
Infographics/charts/data viz/3D models
Case studies
E-books/white papers
Long articles/posts (more than 3,000 words)
Podcasts
Research reports
Livestreaming content
In-person events
Print magazines or books
Base: Enterprise content marketers. Aided list; multiple responses permitted.
Enterprise Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021
18
CONTENT CREATION & DISTRIBUTION
Enterprise marketers said virtual events/webinars/online courses produced the best results for their content marketing
in the last 12 months (61%).
Enterprise Content Assets That Produced the Best Results
in Last 12 Months
(Top 3)
61%
53%
50%
0 10 20 40 50 60 70
Virtual events/webinars/online courses
Short articles/posts (fewer than 3,000 words)
Research reports
Note: Respondents were shown a display list of the content types they used in the last 12 months and asked, “Which content assets
produced the best results for your content marketing in the last 12 months? (Select all that apply.)”
Base: Enterprise content marketers who use each content asset listed. Multiple responses permitted.
Enterprise Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021
19
CONTENT CREATION & DISTRIBUTION
Among the video formats they used, enterprise marketers said webinars/webcasts/web series produced the best content
marketing results in the last 12 months (53%).
Enterprise Video Formats That Produced the Best Results in Last 12 Months
53%
42%
35%
18%
16%
13%
13%
12%
9%
10%
0 10 20 40 50 60
Webinars/webcasts/web series
Interviews with industry experts
How-to videos
About our customers
About our company
First-look product overviews
Industry research/analyst reports
Interactive video
In-depth product reviews
Other
Base: Enterprise content marketers who used videos in the last 12 months. Aided list; multiple responses permitted.
Enterprise Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021
20
CONTENT CREATION & DISTRIBUTION
In addition to using their organization’s website to distribute content in the last 12 months, more than 65% of
enterprise marketers used email, email newsletters, and blogs.
Owned-Media Platforms Enterprise Marketers Used to
Distribute Content in Last 12 Months
93%
76%
72%
68%
48%
28%
20%
16%
15%
5%
0 20 40 60 80 100
Their organization’s website
Email (other than newsletter)
Email newsletter
Blog
Microsite (e.g., resource center)
Their organization’s branded online community
Digital magazine
Online learning platform
Mobile app
Other
Base: Enterprise content marketers. Aided list; multiple responses permitted.
Enterprise Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021
21
CONTENT CREATION & DISTRIBUTION
71% of enterprise marketers used media/public relations to distribute content in the last 12 months.
Organic (Nonpaid) Platforms Enterprise Marketers Used to
Distribute Content in Last 12 Months
71%
56%
49%
36%
32%
31%
23%
11%
9%
0 10 20 30 40 50 60 70 80
Media/public relations
Speaking/presenting at events
Guest posts/articles in third-party publications
Guest spots
Collaborative social spaces
Influencer partnerships
Listening platforms
SMS/text messages
None of the above
Base: Enterprise content marketers. Aided list; multiple responses permitted.
Enterprise Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021
22
CONTENT CREATION & DISTRIBUTION
LinkedIn is the organic social media platform that enterprise content marketers used the most and the one they said
produced the best results.
Base: Enterprise content marketers. Aided list; multiple responses permitted.
Enterprise Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/
MarketingProfs, July 2021
Base: Content marketers who used the nonpaid social media platforms listed to distribute
content in the last 12 months.
Enterprise Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/
MarketingProfs, July 2021
Organic (Nonpaid) Social Media Platforms Enterprise
Marketers Used to Distribute Content in Last 12 Months
92%
83%
79%
72%
57%
0 20 40 60 80 100
LinkedIn
Facebook
Twitter
YouTube
Instagram
Organic (Nonpaid) Social Media Platforms
That Produced Best Results for Enterprise
Marketers in Last 12 Months (Top 4)
75%
42%
32%
23%
0 20 40 60 80
LinkedIn
Facebook
Instagram
YouTube
Other organic social media platforms used in last 12 months:
Pinterest (12%), TikTok (7%), Medium (4%), Twitter Spaces (4%),Reddit (3%),
Snapchat (3%), Discord (1%), Quora (1%), and Other (3%).
23
CONTENT CREATION & DISTRIBUTION
Among the enterprise marketers who used paid content distribution channels:
	 • 44% said their organization increased spending on paid distribution in the last 12 months
	 • 77% used social media advertising/promoted posts
Do You Use Paid Methods
to Promote Content?
4%
96%
■ Yes
■ No
Over the Last 12 Months, How Has
Your Spending on Paid Content
Distribution Channels Evolved?
32%
11%
13%
44%
■ Increased
■ Stayed the same
■ Decreased
■ Unsure
Base: Enterprise content marketers who use paid channels. Aided list; multiple responses permitted.
Enterprise Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/
MarketingProfs, July 2021
Paid Content Distribution Channels
Enterprise Marketers Used in Last 12 Months
77%
72%
56%
50%
38%
4%
0 20 40 60 80
Social media advertising/promoted posts
Search engine marketing (SEM)/pay-per-click
Sponsorships (e.g., events, booths, workshops)
Native advertising/sponsored content
(not including social media platforms)
Partner emails promoting our content
Other
24
CONTENT CREATION & DISTRIBUTION
Among the enterprise marketers who used paid social media platforms, the majority chose LinkedIn (77%) and
Facebook (67%). Respondents said LinkedIn produced the best results.
Base: Enterprise content marketers who used social media platforms for paid content
promotion in the last 12 months. Aided list; multiple responses permitted.
Enterprise Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/
MarketingProfs, July 2021
Base: Enterprise content marketers who used the social media platforms listed for paid
content promotion in the last 12 months. Multiple responses permitted.
Enterprise Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/
MarketingProfs, July 2021
Paid Social Media Platforms Enterprise Marketers
Used in Last 12 Months (Top 5)
77%
67%
33%
34%
32%
0 20 40 60 80
LinkedIn
Facebook
Twitter
Instagram
YouTube
Paid Social Media Platforms That Produced Best
Results for Enterprise Marketers in Last 12 Months
(Top 4)
83%
59%
26%
26%
0 20 40 60 80 90
LinkedIn
Facebook
Instagram
YouTube
25
25
26
METRICS & GOALS
78% of enterprise marketers said their organization measures content performance. Among those, 72% said website
engagement provided the most insight into performance.
Does Your Enterprise
Organization Measure
Content Performance?
11%
11%
78%
■ Yes
■ No
■ Unsure
Enterprise Content Marketing Benchmarks, Insights
for 2022. Content Marketing Institute/MarketingProfs,
July 2021
Base:Enterprisecontentmarketerswhomeasurecontentperformance.Aidedlist;multipleresponsespermitted.
EnterpriseContentMarketingBenchmarks,Insightsfor2022.ContentMarketingInstitute/MarketingProfs,July2021
Metrics That Have Provided Most Insight Into
Enterprise Content Performance in Last 12 Months
72%
67%
66%
66%
58%
44%
38%
33%
30%
27%
2%
0 20 40 60 80
Website engagement
Website traffic
Conversions
Email engagement
Social media analytics
Search rankings
Quality of leads
Quantity of leads
Email subscriber numbers
Cost to acquire a lead, subscriber,
and/or customer
Other
27
METRICS & GOALS
Among the 78% of enterprise marketers who measured content performance, 36% indicated they’re doing an excellent
or very good job.
How Manufacturers Characterize Their Team’s
Ability to Demonstrate Content Marketing ROI
51%
26%
10% 10%
3%
1%
■ Excellent
■ Very good
■ Average
■ Below average
■ Poor
■ Unsure
Base: Enterprise content marketers who measure content performance. Aided list.
Enterprise Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/
MarketingProfs, July 2021
Excellent — We have measurement data
showing ROI on overall content marketing
approach.
Very good — We have measurement
data showing ROI on at least one content
marketing initiative with well-informed
insights in other areas.
Average — We have well-informed insights,
but lack measurement data showing ROI.
Below average — We have only speculative
insights at this point.
Poor — We have little insight into what works
and what doesn’t.
28
METRICS & GOALS
Enterprise marketers say the top three goals content marketing helps them achieve are creating brand awareness, educating
audience(s), and building credibility/trust.
Goals Enterprise Marketers Have Achieved by Using
Content Marketing Successfully in Last 12 Months
81%
74%
73%
63%
60%
56%
55%
52%
39%
35%
0 20 40 60 80 90
Create brand awareness
Educate audience(s)
Build credibility/trust
Generate demand/leads
Build loyalty with existing clients/customers
Drive attendance to one or more in-person or virtual events
Support the launch of a new product
Nurture subscribers/ audiences/leads
Generate sales/revenue
Build a subscribed audience
Base: Enterprise content marketers. Aided list; multiple responses permitted.
Enterprise Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/
MarketingProfs, July 2021
29
29
30
BUDGETS & SPENDING
54% of enterprise marketers said they had knowledge of their company’s content marketing budget.
Do You Have Knowledge of
Your Organization’s Budget/Budgeting
Process for Content Marketing?
46% 54%
■ Yes
■ No
Base: Enterprise content marketers.
Enterprise Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/
MarketingProfs, July 2021
Base:Enterprisecontentmarketerswhoknowtheirorganizations’budget/budgetingprocessforcontent
marketing.Aidedlist.
EnterpriseContentMarketingBenchmarks,Insightsfor2022.ContentMarketingInstitute/MarketingProfs,July2021
Percentage of Total Marketing Budget Spent
on Enterprise Content Marketing
1%
7%
11%
15%
28%
17%
18%
2%
0 20 40 60
100%
75%-99%
50%-74%
25%-49%
10%-24%
5%-9%
1%-4%
0%
31
BUDGETS & SPENDING
52% of enterprise marketers said their 2022 content marketing budget would be more than their 2021 budget.
How 2021 Enterprise Content Marketing
Budget Compares With 2020
43%
11%
2%
44%
■ Increased
■ Stayed the same
■ Decreased
■ Unsure
How Enterprise Content Marketing Budget
Will Change in 2022 Compared With 2021
5%
9%
2%
13%
39%
33%
■ Increase more than 9%
■ Increase 1%-9%
■ Stay the same
■ Decrease 1%-9%
■ Decrease more than 9%
■ Unsure
Base: Enterprise content marketers who know their organizations’ budget/budgeting process
for content marketing.
Enterprise Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/
MarketingProfs, July 2021
Base: Enterprise content marketers who know their organizations’ budget/budgeting process for
content marketing.
Enterprise Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/
MarketingProfs, July 2021
32
▶ In a post-COVID-vaccine business environment, investment is expected to increase in in-person events (44%).
▶ Investment in hybrid events is expected to increase (44%) more so than stay the same (29%), even though 11% do not use
hybrid events at all.
▶ Regarding digital events, many marketers appear to want to stay the course (43% say spending will stay the same), although
27% plan to increase spending.
Increase Stay the same Decrease
Will be a
new area of
investment
Do not/will
not use
Digital/virtual events 27% 43% 23% 3% 4%
In-person events 44% 23% 24% 3% 6%
Hybrid events 44% 29% 5% 12% 11%
Base: Enterprise content marketers who know their organizations’ budget/budgeting process for content marketing.
Enterprise Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021
How Enterprise Organizations’ Investment Will Change in Following Areas Post-Vaccine
BUDGETS & SPENDING
33
33
33
34
LOOKING FORWARD
Enterprise Organizations’ Current Content Marketing Challenges
57%
48%
45%
43%
39%
37%
35%
34%
34%
32%
29%
15%
8%
8%
0 10 20 30 40 50 60
Internal communication between teams/silos
Overcoming traditional marketing and sales mindset
Creating content that appeals to multi-level roles within the target audience
Accessing subject matter experts to create content
Creating valuable content instead of sales-oriented content
Ability to be agile when change is needed
Accommodating for a long decision-making process
Consistency with messaging
Technology integration
Differentiating our products/services from the competition
Difficulty in reaching target audience(s)
Government/legal regulations
The shift to virtual selling necessitated by working from home
Other
Base: Enterprise content marketers. Aided list; multiple responses permitted.
Enterprise Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/
MarketingProfs, July 2021
Respondents said their top two content marketing challenges were internal communication between teams/silos (57%) and
overcoming the traditional marketing and sales mindset (48%).
35
LOOKING FORWARD
Content Marketing-Related Areas That Will Be Most Important to
Enterprise Organizations in 2021/2022
65%
64%
40%
37%
21%
17%
15%
9%
6%
6%
0 20 40 60 80
Changes to SEO/search algorithms
Data management/analytics
Changes to social media algorithms
Content marketing as a revenue center
Data privacy/regulations
Voice/audio (e.g., social audio, voice search)
Artificial intelligence
Content security (e.g., HTTPS encryption)
Other
None of the above
Base: Enterprise content marketers. Aided list; multiple responses permitted.
Enterprise Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/
MarketingProfs, July 2021
Changes to SEO/search algorithms (65%) and data management/analytics (64%) are top of mind for enterprise marketers in
2021/2022.
36
LOOKING FORWARD
Areas of Enterprise Content Marketing Investment in 2022
72%
62%
59%
55%
43%
34%
33%
33%
33%
32%
21%
20%
12%
7%
0 20 30 40 50 60 70 80
Video
Events (digital, in-person, hybrid)
Paid media
Owned-media assets
Earned media
Social media management/community building
Content marketing technologies
Getting to know audiences better
User experience (UX) design
Content distribution
Staffing/human resources
Audio-related content
Experiential campaigns
Data privacy solutions
Base: Enterprise content marketers. Aided list; multiple responses permitted.
Enterprise Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021
Enterprise marketers indicated video would be a top content marketing area of investment by far: 72% predicted their organization will
invest in video in 2022, followed by events (62%), paid media (59%), and owned-media assets (55%).
37
ACTION STEPS
Our research points to transformational shifts to make content marketing
an ever more important part of the integrated marketing mix.
But what can go unnoticed are the dangers that
lurk when we’re so close. There’s a wonderful
scene in the movie “Indiana Jones and the Last
Crusade” when the rich investor, Walter Donovan,
is trying to convince Indy to go after the Holy
Grail. He says, “We’re on the verge of completing
a quest that began almost 2,000 years ago.
We’re just one step away.” Indy responds,
“That’s usually when the ground falls out from
underneath your feet.”
In business today, everyone creates content — from the web team to
the marketing automation/demand gen executives, even front-line
account representatives. It’s probably easier to count who DOESN’T
create content-driven experiences for customers these days.
But we must realize that this explosive trend is our quest. Our
attempts to complete it require us to develop not just great content,
but an operational strategy that supports all content. Without a
strategy, an inconsistent voice and inability to measure success make
our failure imminent.
But don’t overcorrect and let the ground fall out from underneath
you. When businesses create a content strategy, there is a tendency
to limit the production of content and remove the voices of all front-
line managers. We centralize the storytelling function, and not only
centralize the creation of the voice but the expression of it as well.
What happens? Increasingly we see companies creating much more
consistent and customer-centric sets of content. They get their voice and
story back. But unfortunately, they remove their best storytellers — the
rest of the business — from telling it. And as a friend of mine who was
cut from a huge Hollywood movie once told me, “It’s hard to be excited
about a story that you were removed from telling.”
My advice?
A scalable, successful, and differentiating content marketing strategy
will help you more easily create, manage, activate, and measure digital
content. You will define success by how well the content marketing
strategy empowers everybody on the front lines (sales, account reps,
executives, and even accounting and legal) to tell your stories — and the
best “next stories” — to your audience.
A strategic content marketing operation isn’t the storyteller of the
business. It enables everyone else to be the storytellers.
Remember: It’s your story — don’t forget that you need everyone to
tell it well.
Robert Rose
Chief Strategy Advisor
Content Marketing Institute
38
METHODOLOGY & DEMOGRAPHICS
This report was produced by Content Marketing Institute (CMI).
The results are from the CMI/MarketingProfs 12th Annual Content Marketing Survey. The online survey
was emailed to a sample of marketers using lists from CMI and MarketingProfs.
A total of 1,275 recipients from around the globe — representing a range of industries, functional areas,
and company sizes — replied to the survey during July 2021.
This report presents the findings from the 228 marketers who indicated their organization employs 1,000
or more people and that they are a content marketer, involved with the content marketing function,
and/or someone to whom content marketing reports. Most of the respondents were from North America.
Special thanks to MarketingProfs for their assistance with the survey and the B2B and B2C annual
content marketing reports. Find all our past research at ContentMarketingInstitute.com/research.
SOPHISTICATED
Providing accurate measurement to the business, scaling across the organization
MATURE
Finding success, yet challenged with integration across the organization
ADOLESCENT
Have developed a business case, seeing early success, becoming more sophisticated with measurement and scaling
YOUNG
Growing pains, challenged with creating a cohesive strategy and a measurement plan
FIRST STEPS
Doing some aspects of content, but have not yet begun to make content marketing a process
Enterprise Respondent
Profile by Organization’s
Content Marketing Maturity Level
35%
30%
20%
6% 9%
■ Sophisticated
■ Mature
■ Adolescent
■ Young
■ First Steps
Size of Enterprise Organization (by employees)
Enterprise Job Function
■ 1,000 to 4,999 employees
■ 5,000 to 9,999 employees
■ 10,000 or more employees
■ Content creation/content management
■ Marketing management
■ Advertising/PR/communications management
■ Senior leadership (e.g., owner, CEO, CMO, VP, GM)
■ Marketing operations
■ Other
40%
42%
18%
40%
38%
6%
6%
4%
6%
Nature of Enterprise Organization
■ B2B
■ B2C
■ Both B2B+B2C
■ Nonprofit
■ Other
58%
29%
8%
4%
1%
Enterprise Industry Classification
14% ■ Technology/IT/software/hardware
■ Manufacturing
■ Healthcare/med/pharma/life sciences
■ Financial services/banking/insurance
■ Education
■ Professional services
■ Publishing/media
■ Other
27%
16%
15%
7%
7%
11%
12%
5%
39
Thanks to the survey participants, who made this research possible, and to everyone who helps disseminate these
findings throughout the content marketing industry.
About Content Marketing Institute
Content Marketing Institute (CMI) exists to do one thing: advance the practice of content marketing through online education and in-person and digital events. We create
and curate content experiences that teach marketers and creators from enterprise brands, small businesses, and agencies how to attract and retain customers through
compelling, multichannel storytelling. Global brands turn to CMI for strategic consultation, training, and research. Organizations from around the world send teams to
Content Marketing World, the largest content marketing-focused event, ContentTECH Summit, and CMI virtual events. Our community of 215,000+ content marketers
shares camaraderie and conversation. CMI is organized by Informa Connect. To learn more, visit www.contentmarketinginstitute.com.
About Informa Connect
Informa Connect is a specialist in content-driven events and digital communities that allow professionals to meet, connect, learn, and share knowledge. We operate
major branded events in Marketing, Global Finance, Life Sciences and Pharma, Construction and Real Estate, and in a number of other specialist markets and connect
communities online year-round.
About MarketingProfs
MarketingProfs has been fueling the success of marketers at some of the world’s most iconic brands since 2000 — first through webinars, newsletters, and other content;
then world-class training; and best-in-class consulting services.
The products and delivery have evolved, yet throughout we have been laser-focused on helping marketers and their teams set priorities, solve problems, and fuel
business growth.
We focus also on something equally important: Helping marketers do work they’re proud of. Learn why 700,000+ marketers rely on MarketingProfs as their partner in
marketing. Our clients speak for themselves. Find out how we can help you at MarketingProfs.com.
About Imagination
At Imagination, our mission is to fuel your brand’s success through the power of insightful, creative and original content that meets the highest standards of journalistic
integrity. Our creatives and strategists are experts in financial services, B2B, retail and associations. Working as an extension of your marketing team, we unite content,
creativity and strategy to surpass your goals and cultivate a deeper connection between your brand and your audience.
What do you want your content to do? See what’s possible at imaginepub.com.
ABOUT
W
hat’s the marketing X-factor for today’s most successful
brands? According to the minds at Imagination, a Chicago-
based agency that works with both emerging and household
brands, it’s all about execution.
This year, Imagination wants marketers to tune out the noise, embrace
agility and focus on creating audience-first content. Below, the award-
winning agency shares three ways to do just that.
1. Glance at the competition. Don’t obsess over them.
An analysis of what your biggest competitors are doing can certainly
inform your content strategy. It can show you how they organize
their content, how often they publish, the topics they’ve covered
and the media types they like to use. Most of the time, however, your
competitors aren’t doing anything too groundbreaking. There are always
innumerable topics that they haven’t covered yet, and with a little
creativity you can even breathe new life into well-worn terrain. So rather
than obsess over your competition, quickly take stock of them before
designing and executing your own content strategy.
2. Create, measure and adapt. Avoid strategy paralysis.
Data is helpful, but remember that it’s always looking backward in time.
The most impactful content marketing campaigns originate from an
understanding of your audience and a great idea. So don’t let a shortage
of data hold you back from creating amazing, one-of-a-kind content.
Instead, use data to measure the impact of what you’re publishing.
Those signals can help you decide what to do more of, what to do less of,
and what to optimize and repurpose.
3. Add metrics within your control to your KPI list.
When most marketers think of key performance indicators, they tend
to assume that the “performance” part relates to their content and
campaigns. What about your team’s performance? It’s measurable if you
track KPIs such as pieces of content published per month and introduce
content quality scores based on peer reviews and audience feedback.
Try focusing on those KPIs within your team’s direct control, and you’ll
likely see improvement across more traditional KPIs such as traffic,
shares and conversions.
As you can see, execution is the name of the game this year. To get more
content marketing insights delivered directly to your inbox, subscribe to
The Spark, Imagination’s bi-weekly newsletter.
Imagination Has 3 Ideas for Marketers To Keep in Mind This Year

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Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2022

  • 1. 1
  • 2. 2 Content Marketing: A strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience—and, ultimately, to drive profitable customer action. Success: Achieving your organization’s desired/ targeted results. TABLE OF CONTENTS m INTRODUCTION..................................................................... 3 m TOP ENTERPRISE PERFORMERS VS. ALL RESPONDENTS.... 4 m KEY FINDINGS........................................................................ 5 m STRATEGY, OPINIONS & OVERALL SUCCESS........................ 6 m TEAM STRUCTURE & OUTSOURCING................................. 10 m CONTENT CREATION & DISTRIBUTION.............................. 14 m METRICS & GOALS............................................................... 25 m BUDGETS & SPENDING....................................................... 29 m LOOKING FORWARD............................................................ 33 m ACTION STEPS – BY ROBERT ROSE..................................... 37 m METHODOLOGY................................................................... 38 LISA MURTON BEETS Research Director & Report Author, CMI STEPHANIE STAHL General Manager, CMI ROBERT ROSE Chief Strategy Advisor, CMI KIM MOUTSOS VP Content, CMI JOSEPH “JK” KALINOWSKI Creative Director, CMI AMIE CANGELOSI Marketing Director, CMI KAREN SCHOPP Account Manager
  • 3. 3 INTRODUCTION Welcome to the Enterprise Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022. The research suggested that, due to lockdowns and work-from-home mandates, content marketing piqued the interest of many who were previously unaware of its power. With more people than ever spending time online, content marketing presented a prime opportunity to get and stay in front of audiences. As in the previous year, nearly one in three enterprise marketers said their organization was extremely or very successful with content marketing. These marketers, our “top performers,” have certain characteristics that set them apart from their peers (see page 4). A few of the biggest things they do are to differentiate their content and use content collaboration/calendaring/ workflow tools. No matter how successful they are at content marketing, most respondents plan to invest in video in 2022: 72% of all enterprise respondents forecast investment in this area followed by investment in events (62%), paid media (59%), and owned-media assets (55%). And, yes, challenges remain. The top challenge, which is the same as it was two years ago, is internal communication between teams/silos (57%). It indicates a pressing need to formalize content operations in enterprises that have not yet done so. Here’s to a prosperous 2022! 3
  • 4. 4 TOP PERFORMERS Top Enterprise Respondents All Enterprise Respondents Has a documented content marketing strategy 58% 43% Characterizes their content marketing as sophisticated/mature 77% 44% Has a centralized content marketing group 44% 30% Has 11+ full-time content marketing employees 27% 15% Uses content creation/calendaring/collaboration/workflow tools 89% 77% Uses a customer relationship management system (CRM) 62% 50% Measures content performance 93% 78% Characterizes team’s ability to demonstrate ROI for content marketing initiatives as excellent/very good 61% 36% Spends 50% or more of total marketing budget on content marketing 34% 19% Expected 2022 content marketing budget to increase over 2021 64% 52% Increased spending on paid content distribution in last 12 months 58% 44% Strongly/somewhat agrees: Organization values creativity and craft in content creation and production 83% 67% Organization provides customers with a consistent experience across their journey 70% 51% Always/frequently: Differentiates content from the competition 72% 49% Prioritizes audience’s informational needs over their own organization’s 79% 61% Crafts content based on specific stages of the buyer’s journey 69% 51% Uses content marketing successfully to: Build loyalty with existing customers/clients 75% 60% Nurture subscribers/audiences/leads 66% 52% Generate sales/revenue 56% 39% How Enterprise Content Marketing Top Performers* Describe Their Organizations – At a Glance This chart shows key areas where we observed a gap of at least 10 percentage points between all enterprise marketers and the top performers among them. Chart term definitions: A top performer (aka “most successful”) is a respondent who characterizes their organization’s overall content marketing approach as extremely or very successful. ] Enterprise Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021
  • 5. 5 KEY FINDINGS Most enterprise marketers are feeling successful with content marketing. Nearly one in three enterprise marketers (32%) said their organization was extremely or very successful in the last 12 months. Another 58% said they were moderately successful. The top factor contributing to that success was “the value our content provides” (70%). Top-performing enterprise marketers stand out by differentiating their content. 72% of the top performers said their organization always/frequently differentiates its content from the competition vs. only 49% of all enterprise respondents. In addition, 69% always/frequently craft content based on specific stages of the buyer’s journey vs. 51% of all respondents. Top-performing enterprise marketers use more content marketing technologies. One of the widest gaps between top performers and all enterprise respondents was the use of content creation/calendaring/collaboration/ workflow tools (89% vs. 77%). Nearly all top performers measure content performance and 61% say they’re doing an excellent/very good job at it. 93% of top performers said they measure content performance compared with 78% of all enterprise respondents. The top performers are also confident in their measurement efforts, with 61% saying they do an excellent/very good job vs. 36% of all enterprise respondents. Internal communication and overcoming the traditional marketing and sales mindset are top challenges. Enterprise marketers said their top two content marketing challenges were internal communication between teams/ silos (57%) and overcoming the traditional marketing and sales mindset (48%). Video is the top predicted area of content marketing investment for 2022. Enterprise marketers indicated video would be a top content marketing area of investment by far: 72% predicted their organization will invest in video in 2022, followed by events (62%), paid media (59%), and owned-media assets (55%).
  • 6. 6
  • 7. 7 76% of enterprise respondents reported that their organization has a content marketing strategy. Of those, 20% said their strategy is extremely/very different now versus pre-pandemic. Percentage of Enterprise Marketers With a Content Marketing Strategy 43% 17% 7% 33% ■ Yes, and it is documented ■ Yes, but it is not documented ■ No, but plan to within 12 months ■ No, with no plans Difference in Enterprise Content Marketing Strategy Now Vs. Pre-Pandemic 14% 2% 6% 4% 36% 9% 29% ■ Extremely different ■ Very different ■ Moderately different ■ Slightly different ■ Not different at all ■ Unsure ■ We didn’t have a content marketing strategy one year ago STRATEGY, OPINIONS & OVERALL SUCCESS Base: Enterprise content marketers. Enterprise Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021 Base: Enterprise content marketers whose organizations have a content marketing strategy. Enterprise Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021
  • 8. 8 Over the last year, 79% of enterprise marketers have been asked to do more with the same resources. STRATEGY, OPINIONS & OVERALL SUCCESS Enterprise Marketers’ Opinions About Content Marketing in Their Organizations (Strongly/Somewhat Agree) 71% 83% 37% 70% 79% 67% 49% 51% 0 20 40 60 80 100 m Top performers m All respondents Over the last year, our content team has been asked to do more with the same resources. Our organization values creativity and craft in content creation and production. Over the last year, it has become increasingly difficult to capture our audience’s attention. Our organization provides customers with a consistent experience across their engagement journey. Base: Enterprise content marketers who answered each statement. Enterprise Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021
  • 9. 9 Nearly one in three enterprise marketers (32%) said their organization was extremely or very successful with content marketing in the last 12 months. The top contributing factor was the value their content provides. STRATEGY, OPINIONS & OVERALL SUCCESS How Enterprise Marketers Rate Their Organization’s Overall Level of Content Marketing Success in Last 12 Months 9% 27% 5% 1% 58% ■ Extremely successful ■ Very successful ■ Moderately successful ■ Minimally successful ■ Not at all successful Base: Enterprise content marketers. Enterprise Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021 Base: Enterprise content marketers who said their organizations were extremely/very successful with content marketing. Enterprise Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021 Factors Contributing to Enterprise Content Marketing Success in Last 12 Months 70% 56% 52% 52% 49% 43% 36% 30% 0 20 40 60 80 The value our content provides Website changes Adapting to changes brought forth by pandemic Changing buyer/consumer behaviors Earned media Search rankings Strategy changes Changing our products/services
  • 10. 10 10
  • 11. 11 TEAM STRUCTURE & OUTSOURCING 36% of enterprise marketers said they have both a centralized group and individual content marketing teams throughout the organization. Base: Enterprise content marketers. Enterprise Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021 Enterprise Organizations’ Content Marketing Team Structure 13% 30% 21% 36% ■ We have a centralized content marketing group that works with multiple brands/products/departments throughout the organization. ■ Each brand/product/department has its own content marketing team. ■ Both of the above — We have a centralized group and individual teams throughout the organization. ■ We have a small (or one-person) marketing/content marketing team serving the entire organization.
  • 12. 12 TEAM STRUCTURE & OUTSOURCING 40% of enterprise respondents said their organization has two to five full-time employees dedicated to content marketing. Base: Enterprise content marketers. Enterprise Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021 Enterprise Organizations’ Content Marketing Team Size (Full-Time/Dedicated to Content Marketing) 16% 17% 15% 11% 40% ■ 11+ ■ 6-10 ■ 2-5 ■ 1 ■ 0 (no one is full time, dedicated)
  • 13. 13 TEAM STRUCTURE & OUTSOURCING Nearly three out of four enterprise marketers (71%) said their organization outsources at least one content marketing activity. Their top two challenges are finding partners with adequate topical expertise (63%) and budget issues (43%). Top 5 Challenges When Seeking Outsourced Enterprise Content Marketing Help 63% 43% 39% 33% 28% 0 20 40 60 80 Finding partners with adequate topical expertise Budget issues Finding partners who understand/can empathize with our audience Lack of clear return on investment (ROI) metrics Finding partners who can provide adequate strategic advice Base: Enterprise content marketers who outsourced at least one content marketing activity. Aided list; up to five responses permitted. Enterprise Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021 Does Your Enterprise Organization Outsource Any Content Marketing Activities? 29% 71% ■ Yes ■ No
  • 14. 14
  • 15. 15 61% of enterprise marketers always/frequently prioritize the audience’s informational needs over their organization’s sales/promotional message; the remainder only do so sometimes, rarely, or never. Base: Enterprise content marketers who answered each statement. Enterprise Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021 Concepts Enterprise Marketers Take Into Account While Creating Content for Their Organization (Always/Frequently) 79% 72% 69% 61% 49% 51 % 0 20 40 60 80 m Top performers m All respondents Prioritize the audience’s informational needs over your organization’s sales/promotional message. Differentiate your content from the competition. Craft content based on specific stages of the buyer’s journey. CONTENT CREATION & DISTRIBUTION
  • 16. 16 CONTENT CREATION & DISTRIBUTION The top technologies enterprise organizations use to assist with content marketing are analytics tools (86%), social media publishing/analytics (79%), content creation/calendaring/collaboration/workflow tools (77%), and email marketing software (75%). Top-performing enterprise marketers have higher adoption rates for numerous content marketing technologies. One of the widest gaps is in the use of content creation/calendaring/collaboration/workflow tools (89% vs. 77%). Technologies Enterprise Organizations Use to Assist With Content Marketing 93% 86% 82% 79% 89% 77% 74% 62% 60% 52% 44% 38% 75% 50% 54% 42% 40% 40% 40% 29% 29% 26% 0 20 40 60 80 90 100 Analytics tools (e.g., web analytics, dashboards) Social media publishing/analytics Content creation/calendaring/collaboration/workflow tools Email marketing software Customer relationship management (CRM) system Content management system (CMS) Digital asset management (DAM) system Marketing automation system (MAS) Content distribution platform Sales enablement platform Content performance/recommendation analytics n Top performers n All respondents Base: Enterprise content marketers. Aided list; multiple responses permitted. Enterprise Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021
  • 17. 17 CONTENT CREATION & DISTRIBUTION Short articles/posts (90%) and videos (79%) are the top two content types enterprise marketers used in the last 12 months. Content Assets Enterprise Marketers Created/Used in Last 12 Months 90% 79% 76% 72% 63% 60% 54% 46% 37% 30% 25% 22% 0 20 40 60 80 100 Short articles/posts (fewer than 3,000 words) Videos Virtual events/webinars/online courses Infographics/charts/data viz/3D models Case studies E-books/white papers Long articles/posts (more than 3,000 words) Podcasts Research reports Livestreaming content In-person events Print magazines or books Base: Enterprise content marketers. Aided list; multiple responses permitted. Enterprise Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021
  • 18. 18 CONTENT CREATION & DISTRIBUTION Enterprise marketers said virtual events/webinars/online courses produced the best results for their content marketing in the last 12 months (61%). Enterprise Content Assets That Produced the Best Results in Last 12 Months (Top 3) 61% 53% 50% 0 10 20 40 50 60 70 Virtual events/webinars/online courses Short articles/posts (fewer than 3,000 words) Research reports Note: Respondents were shown a display list of the content types they used in the last 12 months and asked, “Which content assets produced the best results for your content marketing in the last 12 months? (Select all that apply.)” Base: Enterprise content marketers who use each content asset listed. Multiple responses permitted. Enterprise Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021
  • 19. 19 CONTENT CREATION & DISTRIBUTION Among the video formats they used, enterprise marketers said webinars/webcasts/web series produced the best content marketing results in the last 12 months (53%). Enterprise Video Formats That Produced the Best Results in Last 12 Months 53% 42% 35% 18% 16% 13% 13% 12% 9% 10% 0 10 20 40 50 60 Webinars/webcasts/web series Interviews with industry experts How-to videos About our customers About our company First-look product overviews Industry research/analyst reports Interactive video In-depth product reviews Other Base: Enterprise content marketers who used videos in the last 12 months. Aided list; multiple responses permitted. Enterprise Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021
  • 20. 20 CONTENT CREATION & DISTRIBUTION In addition to using their organization’s website to distribute content in the last 12 months, more than 65% of enterprise marketers used email, email newsletters, and blogs. Owned-Media Platforms Enterprise Marketers Used to Distribute Content in Last 12 Months 93% 76% 72% 68% 48% 28% 20% 16% 15% 5% 0 20 40 60 80 100 Their organization’s website Email (other than newsletter) Email newsletter Blog Microsite (e.g., resource center) Their organization’s branded online community Digital magazine Online learning platform Mobile app Other Base: Enterprise content marketers. Aided list; multiple responses permitted. Enterprise Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021
  • 21. 21 CONTENT CREATION & DISTRIBUTION 71% of enterprise marketers used media/public relations to distribute content in the last 12 months. Organic (Nonpaid) Platforms Enterprise Marketers Used to Distribute Content in Last 12 Months 71% 56% 49% 36% 32% 31% 23% 11% 9% 0 10 20 30 40 50 60 70 80 Media/public relations Speaking/presenting at events Guest posts/articles in third-party publications Guest spots Collaborative social spaces Influencer partnerships Listening platforms SMS/text messages None of the above Base: Enterprise content marketers. Aided list; multiple responses permitted. Enterprise Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021
  • 22. 22 CONTENT CREATION & DISTRIBUTION LinkedIn is the organic social media platform that enterprise content marketers used the most and the one they said produced the best results. Base: Enterprise content marketers. Aided list; multiple responses permitted. Enterprise Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/ MarketingProfs, July 2021 Base: Content marketers who used the nonpaid social media platforms listed to distribute content in the last 12 months. Enterprise Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/ MarketingProfs, July 2021 Organic (Nonpaid) Social Media Platforms Enterprise Marketers Used to Distribute Content in Last 12 Months 92% 83% 79% 72% 57% 0 20 40 60 80 100 LinkedIn Facebook Twitter YouTube Instagram Organic (Nonpaid) Social Media Platforms That Produced Best Results for Enterprise Marketers in Last 12 Months (Top 4) 75% 42% 32% 23% 0 20 40 60 80 LinkedIn Facebook Instagram YouTube Other organic social media platforms used in last 12 months: Pinterest (12%), TikTok (7%), Medium (4%), Twitter Spaces (4%),Reddit (3%), Snapchat (3%), Discord (1%), Quora (1%), and Other (3%).
  • 23. 23 CONTENT CREATION & DISTRIBUTION Among the enterprise marketers who used paid content distribution channels: • 44% said their organization increased spending on paid distribution in the last 12 months • 77% used social media advertising/promoted posts Do You Use Paid Methods to Promote Content? 4% 96% ■ Yes ■ No Over the Last 12 Months, How Has Your Spending on Paid Content Distribution Channels Evolved? 32% 11% 13% 44% ■ Increased ■ Stayed the same ■ Decreased ■ Unsure Base: Enterprise content marketers who use paid channels. Aided list; multiple responses permitted. Enterprise Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/ MarketingProfs, July 2021 Paid Content Distribution Channels Enterprise Marketers Used in Last 12 Months 77% 72% 56% 50% 38% 4% 0 20 40 60 80 Social media advertising/promoted posts Search engine marketing (SEM)/pay-per-click Sponsorships (e.g., events, booths, workshops) Native advertising/sponsored content (not including social media platforms) Partner emails promoting our content Other
  • 24. 24 CONTENT CREATION & DISTRIBUTION Among the enterprise marketers who used paid social media platforms, the majority chose LinkedIn (77%) and Facebook (67%). Respondents said LinkedIn produced the best results. Base: Enterprise content marketers who used social media platforms for paid content promotion in the last 12 months. Aided list; multiple responses permitted. Enterprise Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/ MarketingProfs, July 2021 Base: Enterprise content marketers who used the social media platforms listed for paid content promotion in the last 12 months. Multiple responses permitted. Enterprise Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/ MarketingProfs, July 2021 Paid Social Media Platforms Enterprise Marketers Used in Last 12 Months (Top 5) 77% 67% 33% 34% 32% 0 20 40 60 80 LinkedIn Facebook Twitter Instagram YouTube Paid Social Media Platforms That Produced Best Results for Enterprise Marketers in Last 12 Months (Top 4) 83% 59% 26% 26% 0 20 40 60 80 90 LinkedIn Facebook Instagram YouTube
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  • 26. 26 METRICS & GOALS 78% of enterprise marketers said their organization measures content performance. Among those, 72% said website engagement provided the most insight into performance. Does Your Enterprise Organization Measure Content Performance? 11% 11% 78% ■ Yes ■ No ■ Unsure Enterprise Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021 Base:Enterprisecontentmarketerswhomeasurecontentperformance.Aidedlist;multipleresponsespermitted. EnterpriseContentMarketingBenchmarks,Insightsfor2022.ContentMarketingInstitute/MarketingProfs,July2021 Metrics That Have Provided Most Insight Into Enterprise Content Performance in Last 12 Months 72% 67% 66% 66% 58% 44% 38% 33% 30% 27% 2% 0 20 40 60 80 Website engagement Website traffic Conversions Email engagement Social media analytics Search rankings Quality of leads Quantity of leads Email subscriber numbers Cost to acquire a lead, subscriber, and/or customer Other
  • 27. 27 METRICS & GOALS Among the 78% of enterprise marketers who measured content performance, 36% indicated they’re doing an excellent or very good job. How Manufacturers Characterize Their Team’s Ability to Demonstrate Content Marketing ROI 51% 26% 10% 10% 3% 1% ■ Excellent ■ Very good ■ Average ■ Below average ■ Poor ■ Unsure Base: Enterprise content marketers who measure content performance. Aided list. Enterprise Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/ MarketingProfs, July 2021 Excellent — We have measurement data showing ROI on overall content marketing approach. Very good — We have measurement data showing ROI on at least one content marketing initiative with well-informed insights in other areas. Average — We have well-informed insights, but lack measurement data showing ROI. Below average — We have only speculative insights at this point. Poor — We have little insight into what works and what doesn’t.
  • 28. 28 METRICS & GOALS Enterprise marketers say the top three goals content marketing helps them achieve are creating brand awareness, educating audience(s), and building credibility/trust. Goals Enterprise Marketers Have Achieved by Using Content Marketing Successfully in Last 12 Months 81% 74% 73% 63% 60% 56% 55% 52% 39% 35% 0 20 40 60 80 90 Create brand awareness Educate audience(s) Build credibility/trust Generate demand/leads Build loyalty with existing clients/customers Drive attendance to one or more in-person or virtual events Support the launch of a new product Nurture subscribers/ audiences/leads Generate sales/revenue Build a subscribed audience Base: Enterprise content marketers. Aided list; multiple responses permitted. Enterprise Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/ MarketingProfs, July 2021
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  • 30. 30 BUDGETS & SPENDING 54% of enterprise marketers said they had knowledge of their company’s content marketing budget. Do You Have Knowledge of Your Organization’s Budget/Budgeting Process for Content Marketing? 46% 54% ■ Yes ■ No Base: Enterprise content marketers. Enterprise Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/ MarketingProfs, July 2021 Base:Enterprisecontentmarketerswhoknowtheirorganizations’budget/budgetingprocessforcontent marketing.Aidedlist. EnterpriseContentMarketingBenchmarks,Insightsfor2022.ContentMarketingInstitute/MarketingProfs,July2021 Percentage of Total Marketing Budget Spent on Enterprise Content Marketing 1% 7% 11% 15% 28% 17% 18% 2% 0 20 40 60 100% 75%-99% 50%-74% 25%-49% 10%-24% 5%-9% 1%-4% 0%
  • 31. 31 BUDGETS & SPENDING 52% of enterprise marketers said their 2022 content marketing budget would be more than their 2021 budget. How 2021 Enterprise Content Marketing Budget Compares With 2020 43% 11% 2% 44% ■ Increased ■ Stayed the same ■ Decreased ■ Unsure How Enterprise Content Marketing Budget Will Change in 2022 Compared With 2021 5% 9% 2% 13% 39% 33% ■ Increase more than 9% ■ Increase 1%-9% ■ Stay the same ■ Decrease 1%-9% ■ Decrease more than 9% ■ Unsure Base: Enterprise content marketers who know their organizations’ budget/budgeting process for content marketing. Enterprise Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/ MarketingProfs, July 2021 Base: Enterprise content marketers who know their organizations’ budget/budgeting process for content marketing. Enterprise Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/ MarketingProfs, July 2021
  • 32. 32 ▶ In a post-COVID-vaccine business environment, investment is expected to increase in in-person events (44%). ▶ Investment in hybrid events is expected to increase (44%) more so than stay the same (29%), even though 11% do not use hybrid events at all. ▶ Regarding digital events, many marketers appear to want to stay the course (43% say spending will stay the same), although 27% plan to increase spending. Increase Stay the same Decrease Will be a new area of investment Do not/will not use Digital/virtual events 27% 43% 23% 3% 4% In-person events 44% 23% 24% 3% 6% Hybrid events 44% 29% 5% 12% 11% Base: Enterprise content marketers who know their organizations’ budget/budgeting process for content marketing. Enterprise Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021 How Enterprise Organizations’ Investment Will Change in Following Areas Post-Vaccine BUDGETS & SPENDING
  • 34. 34 LOOKING FORWARD Enterprise Organizations’ Current Content Marketing Challenges 57% 48% 45% 43% 39% 37% 35% 34% 34% 32% 29% 15% 8% 8% 0 10 20 30 40 50 60 Internal communication between teams/silos Overcoming traditional marketing and sales mindset Creating content that appeals to multi-level roles within the target audience Accessing subject matter experts to create content Creating valuable content instead of sales-oriented content Ability to be agile when change is needed Accommodating for a long decision-making process Consistency with messaging Technology integration Differentiating our products/services from the competition Difficulty in reaching target audience(s) Government/legal regulations The shift to virtual selling necessitated by working from home Other Base: Enterprise content marketers. Aided list; multiple responses permitted. Enterprise Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/ MarketingProfs, July 2021 Respondents said their top two content marketing challenges were internal communication between teams/silos (57%) and overcoming the traditional marketing and sales mindset (48%).
  • 35. 35 LOOKING FORWARD Content Marketing-Related Areas That Will Be Most Important to Enterprise Organizations in 2021/2022 65% 64% 40% 37% 21% 17% 15% 9% 6% 6% 0 20 40 60 80 Changes to SEO/search algorithms Data management/analytics Changes to social media algorithms Content marketing as a revenue center Data privacy/regulations Voice/audio (e.g., social audio, voice search) Artificial intelligence Content security (e.g., HTTPS encryption) Other None of the above Base: Enterprise content marketers. Aided list; multiple responses permitted. Enterprise Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/ MarketingProfs, July 2021 Changes to SEO/search algorithms (65%) and data management/analytics (64%) are top of mind for enterprise marketers in 2021/2022.
  • 36. 36 LOOKING FORWARD Areas of Enterprise Content Marketing Investment in 2022 72% 62% 59% 55% 43% 34% 33% 33% 33% 32% 21% 20% 12% 7% 0 20 30 40 50 60 70 80 Video Events (digital, in-person, hybrid) Paid media Owned-media assets Earned media Social media management/community building Content marketing technologies Getting to know audiences better User experience (UX) design Content distribution Staffing/human resources Audio-related content Experiential campaigns Data privacy solutions Base: Enterprise content marketers. Aided list; multiple responses permitted. Enterprise Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021 Enterprise marketers indicated video would be a top content marketing area of investment by far: 72% predicted their organization will invest in video in 2022, followed by events (62%), paid media (59%), and owned-media assets (55%).
  • 37. 37 ACTION STEPS Our research points to transformational shifts to make content marketing an ever more important part of the integrated marketing mix. But what can go unnoticed are the dangers that lurk when we’re so close. There’s a wonderful scene in the movie “Indiana Jones and the Last Crusade” when the rich investor, Walter Donovan, is trying to convince Indy to go after the Holy Grail. He says, “We’re on the verge of completing a quest that began almost 2,000 years ago. We’re just one step away.” Indy responds, “That’s usually when the ground falls out from underneath your feet.” In business today, everyone creates content — from the web team to the marketing automation/demand gen executives, even front-line account representatives. It’s probably easier to count who DOESN’T create content-driven experiences for customers these days. But we must realize that this explosive trend is our quest. Our attempts to complete it require us to develop not just great content, but an operational strategy that supports all content. Without a strategy, an inconsistent voice and inability to measure success make our failure imminent. But don’t overcorrect and let the ground fall out from underneath you. When businesses create a content strategy, there is a tendency to limit the production of content and remove the voices of all front- line managers. We centralize the storytelling function, and not only centralize the creation of the voice but the expression of it as well. What happens? Increasingly we see companies creating much more consistent and customer-centric sets of content. They get their voice and story back. But unfortunately, they remove their best storytellers — the rest of the business — from telling it. And as a friend of mine who was cut from a huge Hollywood movie once told me, “It’s hard to be excited about a story that you were removed from telling.” My advice? A scalable, successful, and differentiating content marketing strategy will help you more easily create, manage, activate, and measure digital content. You will define success by how well the content marketing strategy empowers everybody on the front lines (sales, account reps, executives, and even accounting and legal) to tell your stories — and the best “next stories” — to your audience. A strategic content marketing operation isn’t the storyteller of the business. It enables everyone else to be the storytellers. Remember: It’s your story — don’t forget that you need everyone to tell it well. Robert Rose Chief Strategy Advisor Content Marketing Institute
  • 38. 38 METHODOLOGY & DEMOGRAPHICS This report was produced by Content Marketing Institute (CMI). The results are from the CMI/MarketingProfs 12th Annual Content Marketing Survey. The online survey was emailed to a sample of marketers using lists from CMI and MarketingProfs. A total of 1,275 recipients from around the globe — representing a range of industries, functional areas, and company sizes — replied to the survey during July 2021. This report presents the findings from the 228 marketers who indicated their organization employs 1,000 or more people and that they are a content marketer, involved with the content marketing function, and/or someone to whom content marketing reports. Most of the respondents were from North America. Special thanks to MarketingProfs for their assistance with the survey and the B2B and B2C annual content marketing reports. Find all our past research at ContentMarketingInstitute.com/research. SOPHISTICATED Providing accurate measurement to the business, scaling across the organization MATURE Finding success, yet challenged with integration across the organization ADOLESCENT Have developed a business case, seeing early success, becoming more sophisticated with measurement and scaling YOUNG Growing pains, challenged with creating a cohesive strategy and a measurement plan FIRST STEPS Doing some aspects of content, but have not yet begun to make content marketing a process Enterprise Respondent Profile by Organization’s Content Marketing Maturity Level 35% 30% 20% 6% 9% ■ Sophisticated ■ Mature ■ Adolescent ■ Young ■ First Steps Size of Enterprise Organization (by employees) Enterprise Job Function ■ 1,000 to 4,999 employees ■ 5,000 to 9,999 employees ■ 10,000 or more employees ■ Content creation/content management ■ Marketing management ■ Advertising/PR/communications management ■ Senior leadership (e.g., owner, CEO, CMO, VP, GM) ■ Marketing operations ■ Other 40% 42% 18% 40% 38% 6% 6% 4% 6% Nature of Enterprise Organization ■ B2B ■ B2C ■ Both B2B+B2C ■ Nonprofit ■ Other 58% 29% 8% 4% 1% Enterprise Industry Classification 14% ■ Technology/IT/software/hardware ■ Manufacturing ■ Healthcare/med/pharma/life sciences ■ Financial services/banking/insurance ■ Education ■ Professional services ■ Publishing/media ■ Other 27% 16% 15% 7% 7% 11% 12% 5%
  • 39. 39 Thanks to the survey participants, who made this research possible, and to everyone who helps disseminate these findings throughout the content marketing industry. About Content Marketing Institute Content Marketing Institute (CMI) exists to do one thing: advance the practice of content marketing through online education and in-person and digital events. We create and curate content experiences that teach marketers and creators from enterprise brands, small businesses, and agencies how to attract and retain customers through compelling, multichannel storytelling. Global brands turn to CMI for strategic consultation, training, and research. Organizations from around the world send teams to Content Marketing World, the largest content marketing-focused event, ContentTECH Summit, and CMI virtual events. Our community of 215,000+ content marketers shares camaraderie and conversation. CMI is organized by Informa Connect. To learn more, visit www.contentmarketinginstitute.com. About Informa Connect Informa Connect is a specialist in content-driven events and digital communities that allow professionals to meet, connect, learn, and share knowledge. We operate major branded events in Marketing, Global Finance, Life Sciences and Pharma, Construction and Real Estate, and in a number of other specialist markets and connect communities online year-round. About MarketingProfs MarketingProfs has been fueling the success of marketers at some of the world’s most iconic brands since 2000 — first through webinars, newsletters, and other content; then world-class training; and best-in-class consulting services. The products and delivery have evolved, yet throughout we have been laser-focused on helping marketers and their teams set priorities, solve problems, and fuel business growth. We focus also on something equally important: Helping marketers do work they’re proud of. Learn why 700,000+ marketers rely on MarketingProfs as their partner in marketing. Our clients speak for themselves. Find out how we can help you at MarketingProfs.com. About Imagination At Imagination, our mission is to fuel your brand’s success through the power of insightful, creative and original content that meets the highest standards of journalistic integrity. Our creatives and strategists are experts in financial services, B2B, retail and associations. Working as an extension of your marketing team, we unite content, creativity and strategy to surpass your goals and cultivate a deeper connection between your brand and your audience. What do you want your content to do? See what’s possible at imaginepub.com. ABOUT
  • 40. W hat’s the marketing X-factor for today’s most successful brands? According to the minds at Imagination, a Chicago- based agency that works with both emerging and household brands, it’s all about execution. This year, Imagination wants marketers to tune out the noise, embrace agility and focus on creating audience-first content. Below, the award- winning agency shares three ways to do just that. 1. Glance at the competition. Don’t obsess over them. An analysis of what your biggest competitors are doing can certainly inform your content strategy. It can show you how they organize their content, how often they publish, the topics they’ve covered and the media types they like to use. Most of the time, however, your competitors aren’t doing anything too groundbreaking. There are always innumerable topics that they haven’t covered yet, and with a little creativity you can even breathe new life into well-worn terrain. So rather than obsess over your competition, quickly take stock of them before designing and executing your own content strategy. 2. Create, measure and adapt. Avoid strategy paralysis. Data is helpful, but remember that it’s always looking backward in time. The most impactful content marketing campaigns originate from an understanding of your audience and a great idea. So don’t let a shortage of data hold you back from creating amazing, one-of-a-kind content. Instead, use data to measure the impact of what you’re publishing. Those signals can help you decide what to do more of, what to do less of, and what to optimize and repurpose. 3. Add metrics within your control to your KPI list. When most marketers think of key performance indicators, they tend to assume that the “performance” part relates to their content and campaigns. What about your team’s performance? It’s measurable if you track KPIs such as pieces of content published per month and introduce content quality scores based on peer reviews and audience feedback. Try focusing on those KPIs within your team’s direct control, and you’ll likely see improvement across more traditional KPIs such as traffic, shares and conversions. As you can see, execution is the name of the game this year. To get more content marketing insights delivered directly to your inbox, subscribe to The Spark, Imagination’s bi-weekly newsletter. Imagination Has 3 Ideas for Marketers To Keep in Mind This Year