Welcome to the Manufacturing Content Marketing Benchmarks, Budgets, and Trends with Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022.
This year’s research suggested that 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.
Videos and virtual events/webinars were big over the last 12 months with the manufacturing marketers we surveyed. In addition, 85% expect continued investment in video in 2022, making it the top area of predicted investment.
Yet manufacturing marketers continue to face content marketing challenges within their organizations: 51% said they are challenged with creating valuable content instead of sales-oriented content as well as with overcoming the traditional marketing and sales mindset. Fifty percent said they are challenged with accessing subject matter experts to create content. If manufacturing marketers can overcome these challenges, they’ll improve their odds of achieving greater content marketing success in the coming year.
Greetings Technology Marketers,
Welcome to our annual Technology Content Marketing: Benchmarks, Budgets, and Trends—North America report.
I’m pleased to announce the percentage of technology marketers that reported high levels of overall content marketing
success increased from 24% last year to 31% this year—another 50% reported moderate success. Like last year, nearly 70%
said their organization is much/somewhat more successful with content marketing compared with one year ago.
For a glimpse into how the top-performing content marketers operate, see the chart on page 4. You’ll note that these
marketers report high levels of commitment; document their content marketing strategy; are focused on building audiences;
and are given ample time to produce content marketing results, among other distinguishing factors.
Technology is rapidly changing the processes around content marketing. We look forward to watching how things progress
and reporting back to you again next year.
There is a huge opportunity for marketers to get more from the content they’re developing. That’s the conclusion the Content Marketing Institute (CMI) research team came to after
conducting its first-ever content management and strategy survey.
Our team surveyed 411 marketers from the CMI audience to learn how they manage content within their organizations. Read on to see the results.
Welcome to our annual Enterprise Content Marketing Benchmarks, Budgets, and Trends report. Here we present the findings from enterprise marketers (those who work in organizations with 1,000+ employees) who replied to our 11th Annual Content Marketing Survey.
At the time of the survey, content marketers had just made it through the first half of 2020. Most reported that their organization made quick changes when the pandemic hit, most notably by changing their targeting/messaging strategy, adjusting their editorial calendar, and changing their content distribution/promotion strategy. The majority (57%) expected to spend about the same on content marketing during the second half of 2020 as they spent in the first half (17% expected a decrease).
Team size hadn’t changed drastically compared with the previous year (48% said it stayed the same); yet, another 35% reported an increase.
Overall, one-third of the enterprise respondents reported high levels of content marketing success. These top performers said the top two factors contributing to that success in the last 12 months were “the value our content provides” (79%) and “website changes” (62%).
Looking forward, 74% of respondents felt the pandemic would have a major or moderate long- term impact on their organization’s overall content marketing success. It will be interesting to see how enterprise marketers rise to the challenges in 2021.
Interactive content enables you to deliver engaging, educational,differentiated content experiences. Discover what other marketersare learning and start your climb.
Welcome to the B2C Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022.
Our research suggested that, due to work-from-home requirements, 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 for businesses to get and stay in front of audiences. Some B2C marketers discovered new audiences altogether.
Short articles and videos were big over the last 12 months with the B2C marketers we surveyed. In addition, expect a lot of B2C investment in video in 2022: 72% forecast investment in this area. Paid media came in a distant second.
Although most B2C marketers reported success with content marketing in the last 12 months, there are still challenges. Respondents said their top two content marketing challenges were creating content that appeals to multi-level roles within the target audience (42%) and internal communication between teams/silos (41%).
If B2C marketers can overcome these challenges, they’ll improve their odds of achieving greater content marketing success in 2022.
Research shows that marketers from large companies (1,000 employees) use more content marketing tactics and outsource content creation more frequently than their peers do. Learn more about how enterprise marketers approach content marketing.
Welcome to our annual B2C Content Marketing Benchmarks, Budgets, and Trends report. Here we present the results from B2C marketers who replied to our 11th Annual Content Marketing Survey. The events of 2020 have certainly reshaped how organizations conduct their marketing. At the time of this survey, content marketers were still reeling from the events that took place during the first half of 2020. As we usher in 2021, we are still facing constant change and uncertainty.
Many B2C marketers reported adjusting quickly when the pandemic hit; perhaps their companies were doubling down on digital, heavily engaging in virtual events, or trying to keep on top of rapidly changing analytics resulting from more people being at home and online. All these scenarios created the need for new content, formats, and strategies.
As we move into 2021 in a world where most gatherings are still limited, direct-to-consumer will continue to drive B2C. Successful B2C marketers will focus on creating content experiences and building relationships in the digital world.
Greetings Technology Marketers,
Welcome to our annual Technology Content Marketing: Benchmarks, Budgets, and Trends—North America report.
I’m pleased to announce the percentage of technology marketers that reported high levels of overall content marketing
success increased from 24% last year to 31% this year—another 50% reported moderate success. Like last year, nearly 70%
said their organization is much/somewhat more successful with content marketing compared with one year ago.
For a glimpse into how the top-performing content marketers operate, see the chart on page 4. You’ll note that these
marketers report high levels of commitment; document their content marketing strategy; are focused on building audiences;
and are given ample time to produce content marketing results, among other distinguishing factors.
Technology is rapidly changing the processes around content marketing. We look forward to watching how things progress
and reporting back to you again next year.
There is a huge opportunity for marketers to get more from the content they’re developing. That’s the conclusion the Content Marketing Institute (CMI) research team came to after
conducting its first-ever content management and strategy survey.
Our team surveyed 411 marketers from the CMI audience to learn how they manage content within their organizations. Read on to see the results.
Welcome to our annual Enterprise Content Marketing Benchmarks, Budgets, and Trends report. Here we present the findings from enterprise marketers (those who work in organizations with 1,000+ employees) who replied to our 11th Annual Content Marketing Survey.
At the time of the survey, content marketers had just made it through the first half of 2020. Most reported that their organization made quick changes when the pandemic hit, most notably by changing their targeting/messaging strategy, adjusting their editorial calendar, and changing their content distribution/promotion strategy. The majority (57%) expected to spend about the same on content marketing during the second half of 2020 as they spent in the first half (17% expected a decrease).
Team size hadn’t changed drastically compared with the previous year (48% said it stayed the same); yet, another 35% reported an increase.
Overall, one-third of the enterprise respondents reported high levels of content marketing success. These top performers said the top two factors contributing to that success in the last 12 months were “the value our content provides” (79%) and “website changes” (62%).
Looking forward, 74% of respondents felt the pandemic would have a major or moderate long- term impact on their organization’s overall content marketing success. It will be interesting to see how enterprise marketers rise to the challenges in 2021.
Interactive content enables you to deliver engaging, educational,differentiated content experiences. Discover what other marketersare learning and start your climb.
Welcome to the B2C Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022.
Our research suggested that, due to work-from-home requirements, 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 for businesses to get and stay in front of audiences. Some B2C marketers discovered new audiences altogether.
Short articles and videos were big over the last 12 months with the B2C marketers we surveyed. In addition, expect a lot of B2C investment in video in 2022: 72% forecast investment in this area. Paid media came in a distant second.
Although most B2C marketers reported success with content marketing in the last 12 months, there are still challenges. Respondents said their top two content marketing challenges were creating content that appeals to multi-level roles within the target audience (42%) and internal communication between teams/silos (41%).
If B2C marketers can overcome these challenges, they’ll improve their odds of achieving greater content marketing success in 2022.
Research shows that marketers from large companies (1,000 employees) use more content marketing tactics and outsource content creation more frequently than their peers do. Learn more about how enterprise marketers approach content marketing.
Welcome to our annual B2C Content Marketing Benchmarks, Budgets, and Trends report. Here we present the results from B2C marketers who replied to our 11th Annual Content Marketing Survey. The events of 2020 have certainly reshaped how organizations conduct their marketing. At the time of this survey, content marketers were still reeling from the events that took place during the first half of 2020. As we usher in 2021, we are still facing constant change and uncertainty.
Many B2C marketers reported adjusting quickly when the pandemic hit; perhaps their companies were doubling down on digital, heavily engaging in virtual events, or trying to keep on top of rapidly changing analytics resulting from more people being at home and online. All these scenarios created the need for new content, formats, and strategies.
As we move into 2021 in a world where most gatherings are still limited, direct-to-consumer will continue to drive B2C. Successful B2C marketers will focus on creating content experiences and building relationships in the digital world.
Welcome to our fifth annual report on the content marketing practices of manufacturers. Content Marketing Institute (CMI) has been conducting annual content marketing research since 2010, but because our data indicated that manufacturers were slower than other industries to adopt content marketing, we didn’t begin producing a manufacturing report until 2014.
It’s been exciting to watch more and more manufacturers launch content marketing initiatives with each passing year. And for those that are just starting out – or are at a standstill – there are lessons to learn from companies that are further along in their content marketing maturity.
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!
Greetings Marketers,
Welcome to B2C Content Marketing Benchmarks, Budgets, and Trends—North America. This is the companion report to the B2B research we released in September 2017. The data presented in both reports was generated from our eighth annual content marketing survey. One of our key observations this year is that while B2C marketers reported slightly higher levels of overall content marketing success compared with last year, there was a decrease among those who agreed their organization has realistic expectations about what content marketing can achieve. A documented content marketing strategy can help, as it sets expectations for what teams should prioritize; yet, only 38% of B2C marketers reported having one.
Our annual research has consistently shown that those who document their content marketing strategy get better results than those who don’t. Another important key to success is an efficient workflow process (page 4 shows how top-performing B2C marketers rate their project management flow and other distinguishing characteristics that set them apart from their peers). We hope these research findings will be helpful as you consider which content marketing priorities to focus on in the year ahead.
Welcome to Technology Content Marketing 2020: Benchmarks, Budgets, and Trends. This report is based on the findings from our 10th annual content marketing survey. Technology marketers continue to make progress with content marketing. Approximately one-third rate their organization’s overall content marketing as extremely or very successful, and 76% report they are much more or somewhat more successful compared with one year ago. What makes them successful? When we look at the top performers, we see they treat content marketing as a strategic business function, craft content thoughtfully, experiment with distribution, and measure their results. They use content marketing not only to create brand awareness and generate leads, but also to build loyalty and subscribed audiences.
Welcome to our annual Technology Content Marketing Benchmarks, Budgets, and Trends report, based on our latest annual content marketing survey conducted in July 2020.
The study showed that technology marketers, in the throes of adjusting to business changes presented by a global pandemic, put more emphasis on using content marketing to generate demand and leads than they had the previous year. They also were looking more closely at conversion and marketing qualified lead (MQL) metrics to track the performance of their content.
These insights suggest that tech marketers were increasingly called upon to use content marketing for demand and lead generation. It makes sense, then, that their use of virtual events (83%) increased by nine percentage points over the previous year, as virtual relationship-building and selling took a front seat. In addition, livestreaming video finally took off (one-third of all tech respondents—and 53% of those working in large companies—reported using it).
It’s too soon to tell if these will be lasting shifts. Priorities are likely to change again as restrictions caused by the pandemic ease up. We look forward to exploring these topics in our next round of annual content marketing research.
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!
This was my keynote presentation at this year's ContentTech virtual event. It talks through the layered approach to technology strategy to help de-silo content, marketing and the digital technology teams. It ends with a selection process.
B2C Content Marketing: 2013 Benchmarks, Budgets, and Trends—North AmericaMarketingProfs
MarketingProfs produced B2C Content Marketing: 2013 Benchmarks, Budgets, and Trends (North America) in partnership with the Content Marketing Institute. Our goal was to give you a clear view of the State of B2C Content Marketing. Among the questions this report answers: What's really happening? What are your biggest content marketing challenges? What slice of the budget will be dedicated to content next year, and what social channels are most relevant?
Welcome to the 11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends report. You may notice this year’s report feels different than past years and that’s by design. A year like no other required an approach like no other.
As in past years, we fielded the survey during the summer. We asked many of the same questions as last year but added new ones to see how content marketers were faring several months into the pandemic.
Although the data did not reveal drastic reductions in content marketing resources, many respondents shared in the fill-in comments their challenges of having to do more with less. Others shared their concerns about trying to reach audiences in an overcrowded virtual world.
Nevertheless, one thing stood out: Content marketers are resilient. Most have met the challenges of the pandemic head-on: They’re adapting quickly—and they believe in the value their content provides.
Presentation from Joe Pulizzi from the Content Marketing Institute on 10 ways to fix your content and 10 tactical tips to implement within your content marketing strategy.
Forrester’s study: Discover How Marketing Analytics Increases Business Perfor...Nicolas Valenzuela
Invest In An Integrated Platform To Address Challenges Of Device Proliferation And Data Complexity
**Creemos en la cooperacion del conocimiento. Compartido por www.andabi.com
Connected, interactive content experiences deliver more trusted data, and more measurable results. Original research illuminates how marketersare making big, beautiful music.
Virtual conferences and events provide new opportunities for you
to showcase your product or service, meet 1:1 with your current
and potential customers, and listen to the needs of the industry. With such a large investment of time, money, and human resources, it’s no surprise that management expects great returns on each event that your company sponsors.
On behalf of the Content Marketing Institute team, we’re all here to help you. We’re ready for exciting experiences, great ROI for sponsors, and new ways for customers to advance the practice of content marketing because of partner relationships built at our events.
Welcome to the sixth annual Content Marketing in Australia: Benchmarks, Budgets, and Trends report. One of the most striking findings was the increased percentage of Australian content marketers who have become more focused on building an audience (85%) compared with last year’s survey results (69%). This finding was not unique to Australia; the Content Marketing Institute team observed it among all groups of content marketers studied. Building a subscriber base is a key content marketing goal. However, what you do with that list is equally as important. The quality of content you create (does it speak to your audience’s wants and needs?) … how efficiently you produce it … whether it’s credible … how/when/where you distribute it – these are just a handful of factors that impact overall content marketing success. And let us not forget the
importance of a documented strategy and a strong commitment to the approach (see page 4 for a glimpse at commitment’s influence). We wish you success with using content marketing to provide meaningful, long-term value for your audience – and business results for your organisation. If you need educational resources, please let us know.
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.
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
When Content Marketing Institute (CMI) first reported on manufacturing in 2014, we noted that manufacturers were later to adopt content marketing than other industries we studied. They’ve certainly come a long way since then.
As you’ll see in this report—based on the results of our 10th annual content marketing survey—manufacturing marketers have become more strategic with their content marketing and are feeling less challenged with communicating complex content. Many are reporting success with their overall approach to content marketing. The ability to craft content for different audiences across various stages of the buyer’s journey—and distribute that content with precision—will be important to continued success in 2020.
Welcome to our fifth annual report on the content marketing practices of manufacturers. Content Marketing Institute (CMI) has been conducting annual content marketing research since 2010, but because our data indicated that manufacturers were slower than other industries to adopt content marketing, we didn’t begin producing a manufacturing report until 2014.
It’s been exciting to watch more and more manufacturers launch content marketing initiatives with each passing year. And for those that are just starting out – or are at a standstill – there are lessons to learn from companies that are further along in their content marketing maturity.
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!
Greetings Marketers,
Welcome to B2C Content Marketing Benchmarks, Budgets, and Trends—North America. This is the companion report to the B2B research we released in September 2017. The data presented in both reports was generated from our eighth annual content marketing survey. One of our key observations this year is that while B2C marketers reported slightly higher levels of overall content marketing success compared with last year, there was a decrease among those who agreed their organization has realistic expectations about what content marketing can achieve. A documented content marketing strategy can help, as it sets expectations for what teams should prioritize; yet, only 38% of B2C marketers reported having one.
Our annual research has consistently shown that those who document their content marketing strategy get better results than those who don’t. Another important key to success is an efficient workflow process (page 4 shows how top-performing B2C marketers rate their project management flow and other distinguishing characteristics that set them apart from their peers). We hope these research findings will be helpful as you consider which content marketing priorities to focus on in the year ahead.
Welcome to Technology Content Marketing 2020: Benchmarks, Budgets, and Trends. This report is based on the findings from our 10th annual content marketing survey. Technology marketers continue to make progress with content marketing. Approximately one-third rate their organization’s overall content marketing as extremely or very successful, and 76% report they are much more or somewhat more successful compared with one year ago. What makes them successful? When we look at the top performers, we see they treat content marketing as a strategic business function, craft content thoughtfully, experiment with distribution, and measure their results. They use content marketing not only to create brand awareness and generate leads, but also to build loyalty and subscribed audiences.
Welcome to our annual Technology Content Marketing Benchmarks, Budgets, and Trends report, based on our latest annual content marketing survey conducted in July 2020.
The study showed that technology marketers, in the throes of adjusting to business changes presented by a global pandemic, put more emphasis on using content marketing to generate demand and leads than they had the previous year. They also were looking more closely at conversion and marketing qualified lead (MQL) metrics to track the performance of their content.
These insights suggest that tech marketers were increasingly called upon to use content marketing for demand and lead generation. It makes sense, then, that their use of virtual events (83%) increased by nine percentage points over the previous year, as virtual relationship-building and selling took a front seat. In addition, livestreaming video finally took off (one-third of all tech respondents—and 53% of those working in large companies—reported using it).
It’s too soon to tell if these will be lasting shifts. Priorities are likely to change again as restrictions caused by the pandemic ease up. We look forward to exploring these topics in our next round of annual content marketing research.
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!
This was my keynote presentation at this year's ContentTech virtual event. It talks through the layered approach to technology strategy to help de-silo content, marketing and the digital technology teams. It ends with a selection process.
B2C Content Marketing: 2013 Benchmarks, Budgets, and Trends—North AmericaMarketingProfs
MarketingProfs produced B2C Content Marketing: 2013 Benchmarks, Budgets, and Trends (North America) in partnership with the Content Marketing Institute. Our goal was to give you a clear view of the State of B2C Content Marketing. Among the questions this report answers: What's really happening? What are your biggest content marketing challenges? What slice of the budget will be dedicated to content next year, and what social channels are most relevant?
Welcome to the 11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends report. You may notice this year’s report feels different than past years and that’s by design. A year like no other required an approach like no other.
As in past years, we fielded the survey during the summer. We asked many of the same questions as last year but added new ones to see how content marketers were faring several months into the pandemic.
Although the data did not reveal drastic reductions in content marketing resources, many respondents shared in the fill-in comments their challenges of having to do more with less. Others shared their concerns about trying to reach audiences in an overcrowded virtual world.
Nevertheless, one thing stood out: Content marketers are resilient. Most have met the challenges of the pandemic head-on: They’re adapting quickly—and they believe in the value their content provides.
Presentation from Joe Pulizzi from the Content Marketing Institute on 10 ways to fix your content and 10 tactical tips to implement within your content marketing strategy.
Forrester’s study: Discover How Marketing Analytics Increases Business Perfor...Nicolas Valenzuela
Invest In An Integrated Platform To Address Challenges Of Device Proliferation And Data Complexity
**Creemos en la cooperacion del conocimiento. Compartido por www.andabi.com
Connected, interactive content experiences deliver more trusted data, and more measurable results. Original research illuminates how marketersare making big, beautiful music.
Virtual conferences and events provide new opportunities for you
to showcase your product or service, meet 1:1 with your current
and potential customers, and listen to the needs of the industry. With such a large investment of time, money, and human resources, it’s no surprise that management expects great returns on each event that your company sponsors.
On behalf of the Content Marketing Institute team, we’re all here to help you. We’re ready for exciting experiences, great ROI for sponsors, and new ways for customers to advance the practice of content marketing because of partner relationships built at our events.
Welcome to the sixth annual Content Marketing in Australia: Benchmarks, Budgets, and Trends report. One of the most striking findings was the increased percentage of Australian content marketers who have become more focused on building an audience (85%) compared with last year’s survey results (69%). This finding was not unique to Australia; the Content Marketing Institute team observed it among all groups of content marketers studied. Building a subscriber base is a key content marketing goal. However, what you do with that list is equally as important. The quality of content you create (does it speak to your audience’s wants and needs?) … how efficiently you produce it … whether it’s credible … how/when/where you distribute it – these are just a handful of factors that impact overall content marketing success. And let us not forget the
importance of a documented strategy and a strong commitment to the approach (see page 4 for a glimpse at commitment’s influence). We wish you success with using content marketing to provide meaningful, long-term value for your audience – and business results for your organisation. If you need educational resources, please let us know.
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.
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
When Content Marketing Institute (CMI) first reported on manufacturing in 2014, we noted that manufacturers were later to adopt content marketing than other industries we studied. They’ve certainly come a long way since then.
As you’ll see in this report—based on the results of our 10th annual content marketing survey—manufacturing marketers have become more strategic with their content marketing and are feeling less challenged with communicating complex content. Many are reporting success with their overall approach to content marketing. The ability to craft content for different audiences across various stages of the buyer’s journey—and distribute that content with precision—will be important to continued success in 2020.
MANUFACTURING CONTENT MARKETING 2019 Benchmarks, Budgets, and Trends Andrew Flynn
Welcome to our Manufacturing Content Marketing 2019—
Benchmarks, Budgets, and Trends 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 marketers who work in manufacturing organizations.
Welcome to the Technology 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 technology 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). Some of the biggest things they do differently than their peers:
◾ Document their content marketing strategy
◾ Do an excellent/very good job demonstrating the ROI of their content marketing initiatives
◾ Prioritize their audience’s informational needs over their organization’s sales message
◾ Differentiate their content from the competition
◾ Nurture subscribers/audiences/leads
No matter how successful they are at content marketing, most respondents plan to invest in video in 2022: 72% of all technology respondents forecast investment in this area followed by investment in events (69%), paid media (65%), and owned-media assets (63%).
And, yes, challenges remain. The top challenges are:
◾ Creating content that appeals to multi-level roles within the target audience
◾ Accessing subject matter experts to create content
◾ Internal communication among teams/silos
These internal challenges point to a greater need for technology marketers to formalize content operations within their organizations.
2019 B2C Content Marketing Benchmarks, Budgets, and Trends - North America.MarketingProfs
Our annual content marketing research, providing new information and insights on the state of content marketing in 2019. This report focuses on business-to-consumer (B2C) marketers and their content marketing benchmarks, budgets, and trends.
Our annual content marketing research, providing new information and insights on the state of B2C content marketing in 2020. This report focuses on business-to-consumer (B2C) marketers and their content marketing benchmarks, budgets, and trends.
B2B Content Marketing Benchmarks, Budgets & Trends: Insights for 2021MarketingProfs
The 11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends report from MarketingProfs and Content Marketing Institute. In a pandemic world, marketers report that content is more important than ever.
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.
Welcome to our annual B2B Content Marketing Benchmarks, Budgets, and Trends—North America report. We’re excited to present you with the findings from our latest content marketing survey.
Content marketing has changed a lot since we launched this research nearly a decade ago. We marketers are still focused on content creation, but our thinking about the audiences for whom we create that content has evolved. So, too, have the ways we distribute, measure, and improve upon our content marketing. Technology has played a big role, along with the knowledge we’ve gained through our content marketing experiences.
As you’ll see in this report, some organizations are more developed than others with their content marketing. But you’ll also recognize your own practices reflected in many of the findings. Where does your company stand? What do you need to get to where you want to be? If you need help, let us know!
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.
There’s one question on every marketer’s mind: “How do I connect?”
We’ve all been seeking connection since the pandemic struck. Stuck at home, working from kitchen tables and converted closets, marketers have been fighting to create and maintain connections with their audiences.
Despite all the upheaval, content remains a tried-and-true way to generate demand. After all, it’s content-driven experiences that build those precious connections, no matter what’s going on in the world outside.
Connection is more important than ever. And as you’ll find out in this report, successful marketers are beginning to make it easier for prospects to purchase at any stage of the buyer’s journey — messages are shifting from why to buy to how to buy.
This has been another tough year. One negative headline after another has drained audiences’ emotional reserves. They need an escape. Marketing content can offer that empathetic, emotionally stirring olive branch they’re searching for.
As you read on, you’ll discover that blogs, podcasts, and videos are the content types that are most effective at the early stages of the buyer’s journey, where brands are fighting to establish customer awareness and audience interest.
The reason is simple: These content types foster connection. They tell a story, they evoke emotion, and they present a face that the audience can relate to. And the strength of the connections that these content types create helps carry buyers through the rest of their journey on a wave of engagement and investment.
In conclusion: Connection lies in content. The last Content Marketing for Demand Generation survey report (2020) talked about creating desire and holding attention. This year, we talk about making it easier for customers to purchase across all stages of the buyer’s journey.
By providing audiences with earnest and engaging content, you can build lasting connections in 2022 and beyond that drive demand to new heights.
Welcome to Content Marketing Institute’s first Video & Visual Storytelling Survey. In this report, you’ll learn how content marketers are using videos, how they’re getting them produced, where they’re seeing results, and more.
Are you using video strategically? Are you paying as much attention to your video distribution plan as you are to video creation? Are you measuring results to see what works? All are important to overall video marketing success. Here’s to yours!
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!
By day, you’re in the office, cooking up content. By night, you’re in the kitchen, preparing a satisfying meal. But what if we combined the two?
Developing a content marketing strategy is like creating a dinner menu. You start with the basic ingredients and build upon them. You perfect your technique, exercising balance while adding a dash of flavor. And don’t forget, presentation is key. You must distribute and plate your meal beautifully.
So, what are people making and how are they making it? We asked the Content Marketing Institute team to share their favorite content-inspired dishes. Whether you are a first-time cook or a seasoned chef, these recipes will give you new perspective on processes, measurement and ROI, technology, and more. They are definitely ones you want in your repertoire.
We’ve put together the ultimate cookbook for content marketers, filled with tasty (and mildly entertaining) recipes. We hope you enjoy it. Bon appétit!
The 2021 Content Management & Strategy survey gives a snapshot of how marketers use tech to help create, manage, deliver, and scale enterprise content and marketing.
What makes CMWorld special? The people. Our speakers, attendees, and sponsors are smart, witty, and fun to be around. Networking is something we all are wanting right now, and CMWorld Bingo gives you a way to have those conversations that make CMWorld great.
Unpredictable algorithm shifts. Falling reach and lower engagement rates. Growing consumer mistrust from fake news and data breaches.
Despite woes like these, people still use social media platforms – and marketers are still drawn to their relationship-building powers. In fact, in 2019 research from Content Marketing Institute and MarketingProfs, 61% of B2B marketers and 69% of B2C marketers say they’ve increased their use of social media for content marketing compared with one year ago.
However, navigating the social media landscape is like entering a dark forest without a map. If you aren’t familiar with the terrain and don’t have a solid plan, you can’t expect to reach your destination, let alone make it out of the woods unscathed.
This guide is full of tools that will help you find the best path to success, from planning your social media explorations, to growing legions of brand fans, to engaging them in meaningful ways.
We’ll cover the top content marketing opportunities in the social sphere, including:
- Landmark locations like Facebook, Twitter, and LinkedIn
- Video viewing-centric channels like YouTube and Twitch
- Streaming media sites like Snapchat Stories and Instagram Stories
- Emerging social platforms like Vero True Social and WeGather Online
What are some of the changes content marketers are likely to encounter over the next 12 months and beyond? Find out what dozens of experts see on the horizon in Content Marketing Institute's 11th annual e-book of content marketing predictions.
It's back! Content Marketing World's annual conference ebook featuring a large number of our incredible speakers offering their insights on content marketing, how to level up and advance, how best to amplify your message and so much more. Check out what your favorite content marketers have to say on these topics and also meet some new faces to CMWorld. CMWorld 2018 is going to be epic - be sure to join us there! Game On!
Your company has committed to sponsor and exhibit at an industry event (namely, hopefully, Content Marketing World and Intelligent Content Conference). Congratulations! Event teams are committed to bringing you exactly what you signed up for: qualified leads, great conversations, sales and much more. In order to do that, exhibitors must also put their best foot forward to make the most of the investment. Simply showing up won't cut it. If you really truly "show up", maximize your time at an event, build relationships and respect your customers, the return on your investment will be that much greater. The CMI team has put together a checklist for you to examine once you commit. Good luck, and let us know how we can help you!
In this e-book, you'll see over dozens of predictions from thought leaders who share their views on brand strategy, organizational structure, emerging technology and platforms, and other big developments that may be on the horizon for content marketing.
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
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
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.
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.
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.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
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
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
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
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.
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 KEY FINDINGS........................................................................ 4
m STRATEGY, OPINIONS & OVERALL SUCCESS........................ 5
m TEAM STRUCTURE & OUTSOURCING................................... 9
m CONTENT CREATION & DISTRIBUTION.............................. 13
m METRICS & GOALS............................................................... 24
m BUDGETS & SPENDING....................................................... 28
m LOOKING FORWARD............................................................ 32
m ACTION STEPS – BY ROBERT ROSE..................................... 36
m METHODOLOGY................................................................... 37
m ABOUT................................................................................. 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, CMI
3. 3
INTRODUCTION
Welcome to the Manufacturing Content Marketing
Benchmarks, Budgets, and Trends with Insights
for 2022 report. This report looks back on the last 12
months and includes expectations for 2022.
This year’s research suggested that 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.
Videos and virtual events/webinars were big over the
last 12 months with the manufacturing marketers
we surveyed. In addition, 85% expect continued
investment in video in 2022, making it the top area of
predicted investment.
Yet manufacturing marketers continue to face content
marketing challenges within their organizations:
51% said they are challenged with creating valuable
content instead of sales-oriented content as well as
with overcoming the traditional marketing and sales
mindset. Fifty percent said they are challenged with
accessing subject matter experts to create content.
If manufacturing marketers can overcome these
challenges, they’ll improve their odds of achieving
greater content marketing success in the coming year.
Here’s to a successful 2022!
3
4. 4
KEY FINDINGS
Manufacturing marketers were asked to do
more with the same resources in the last 12
months.
75% of respondents said they were asked
to do more with the same resources in the
last 12 months. Most (59%) have small teams
serving the entire organization. See pages 7
and 10.
Videos were the top content type produced
as well as the top predicted area of content
marketing investment for 2022.
The top three types of content created in
the last 12 months were videos (86%), short
articles/posts (83%), and virtual events/
webinars/online courses (70%). Videos
also were the content type manufacturing
marketers said produced the best results.
It makes sense then, that 85% expect their
organization to invest in video in 2022. See
pages 16, 17, and 35.
The percentage of those who produced
virtual events/webinars/online courses
increased to 70% from 55% the previous year.
70% of respondents said their organization
produced virtual events/webinars/online
courses in the last 12 months. That’s up from
55% the previous year. See page 16.
Manufacturing marketers are mainly
using content marketing to create brand
awareness.
While 88% said they used content marketing
successfully to create brand awareness in
the last 12 months, only 67% used it to build
credibility/trust and 63% to educate the
audience. See page 27.
64% expect their 2022 content marketing
budget to be higher than their 2021 budget.
36% of respondents who are familiar with
their company’s content marketing budget
said their 2021 budget increased over 2020.
In addition, 64% expect their 2022 content
marketing budget to increase over their 2021
budget. See page 30.
56% expect to increase investment in
in-person events in 2022.
56% said they expect to increase investment
in in-person events, 31% in hybrid events, and
27% in digital events. See page 31.
Manufacturing marketers’ top three content
marketing challenges are internal.
Respondents said their top three content
marketing challenges are creating valuable
content instead of sales-oriented content (51%),
overcoming the traditional marketing and sales
mindset (51%), and accessing subject matter
experts to create content (50%). See page 33.
Changes to SEO/search algorithms and data
management/analytics are top-of-mind
issues in 2021/2022.
The top two content marketing-related areas
that will be important to manufacturing
marketers are changes to SEO/search
algorithms (62%) and data management/
analytics (61%). See page 34.
In addition to spending more on video,
manufacturing marketers expect more
investment in events, owned-media assets,
and paid media in 2022.
We asked respondents which areas of content
marketing they expect their organizations to
invest in during 2022. The top four answers
were videos (85%), events (68%), owned-
media assets (59%), and paid media (57%).
See page 35.
6. 6
66% of manufacturing marketers reported that their organization has a content marketing strategy. Of those, 60%
said their strategy is moderately or slightly different now versus pre-pandemic.
Percentage of Manufacturing Marketers
With a Content Marketing Strategy
36%
24%
10%
30%
■ Yes, and it is documented
■ Yes, but it is not documented
■ No, but plan to within 12 months
■ No, with no plans
Difference in Manufacturing Content Marketing Strategy
Now Vs. Pre-Pandemic
10%
8%
2%
6%
40%
14%
20%
■ 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: Manufacturing content marketers.
12th Annual Content Marketing Survey: Content Marketing
Institute/MarketingProfs, July 2021
Base: Manufacturing content marketers whose
organizations have a content marketing strategy.
12th Annual Content Marketing Survey: Content Marketing
Institute/MarketingProfs, July 2021
7. 7
Over the last year, 75% of manufacturing marketers have been asked to do more with the same resources.
STRATEGY, OPINIONS & OVERALL SUCCESS
Manufacturing Marketers’ Opinions About
Content Marketing in Their Organizations
80%
75%
55%
50%
8%
9%
13%
22%
10%
16%
31%
28%
0 20 40 60 80 100
m Strongly/somewhat agree
m Neither agree nor disagree
m Somewhat/strongly disagree
Our organization values creativity and
craft in content creation and production.
Over the last year, our content team has been
asked to do more with the same resources.
Our organization provides customers with a consistent
experience across their engagement journey.
Over the last year, it has become increasingly
difficult to capture our audience’s attention.
Base: Manufacturing content marketers who answered each statement.
12th Annual Content Marketing Survey: Content Marketing Institute/MarketingProfs, July 2021
8. 8
25% of respondents 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 Manufacturing Marketers Rate
Their Organization’s Overall Level of
Content Marketing Success in Last 12 Months
17% 24%
1%
3%
57%
■ Extremely successful
■ Very successful
■ Moderately successful
■ Minimally successful
■ Not at all successful
Base: Manufacturing content marketers.
12th Annual Content Marketing Survey: Content
Marketing Institute/MarketingProfs, July 2021
Base: Manufacturing content marketers who said their organizations
were extremely/very successful with content marketing.
12th Annual Content Marketing Survey: Content Marketing Institute/
MarketingProfs, July 2021
Factors Contributing to Manufacturing Content Marketing
Success in Last 12 Months
74%
63%
47%
42%
42%
16%
11%
0 20 40 60 80
The value our content provides
Website changes
Search rankings
Adapting to changes brought forth by pandemic
Changing buyer/consumer behaviors
Strategy changes
Changing our products/services
10. 10
TEAM STRUCTURE & OUTSOURCING
Most organizations have small (or one-person) marketing/content marketing teams serving the entire
organization (59%).
Base: Manufacturing content marketers.
12th Annual Content Marketing Survey: Content Marketing Institute/MarketingProfs, July 2021
Manufacturing Organizations’
Content Marketing Team Structure
18%
17%
5%
59%
■ 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.
11. 11
TEAM STRUCTURE & OUTSOURCING
59% of respondents said their organization has either one or no full-time employees dedicated to content marketing.
Base: Manufacturing content marketers.
12th Annual Content Marketing Survey: Content Marketing Institute/MarketingProfs, July 2021
Manufacturing Organizations’
Content Marketing Team Size
(Full-Time/Dedicated to Content Marketing)
30%
36%
5%
0%
29%
■ 11+
■ 6-10
■ 2-5
■ 1
■ 0 (no one is full time, dedicated)
12. 12
TEAM STRUCTURE & OUTSOURCING
59% of respondents said their organization outsources at least one content marketing activity. Their top challenge is
finding partners with adequate topical expertise (60%).
Top 5 Challenges When Seeking
Outsourced Manufacturing Content Marketing Help
60%
47%
44%
42%
33%
0 20 40 60 80
Finding partners with adequate topical expertise
Finding partners who understand/can empathize with our audience
Budget issues
Lack of clear return on investment (ROI) metrics
Finding partners who can provide adequate strategic advice
Base: Manufacturing content marketers who outsourced at least one content marketing activity. Aided list; up to five responses permitted.
12th Annual Content Marketing Survey: Content Marketing Institute/MarketingProfs, July 2021
Does Your Manufacturing Organization
Outsource Any Content Marketing Activities?
41% 59%
■ Yes
■ No
14. 14
Approximately one in four manufacturing marketers rarely or never craft content for specific stages of the
buyer’s journey.
Base: Manufacturing content marketers who answered each statement.
12th Annual Content Marketing Survey: Content Marketing Institute/MarketingProfs, July 2021
CONTENT CREATION & DISTRIBUTION
Concepts Manufacturing Marketers Always/Frequently Take Into Account While
Creating Content for Their Organization
59%
56%
34%
33%
28%
40%
8%
16%
26%
0 20 40 60 80
m Always/frequently
m Sometimes
m Rarely/never
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.
15. 15
CONTENT CREATION & DISTRIBUTION
The top technologies manufacturing organizations use to assist with content marketing are social media publishing/
analytics (85%), analytics tools (78%), and email marketing software (75%).
Technologies Manufacturing Organizations Use to
Assist With Content Marketing
85%
78%
75%
64%
49%
45%
25%
23%
9%
1%
0 20 40 60 80 90
Social media publishing/analytics
Analytics tools (e.g., web analytics, dashboards)
Email marketing software
Content creation/calendaring/collaboration/workflow
Customer relationship management (CRM) system
Content management system (CMS)
Marketing automation system (MAS)
Content distribution platform
Content performance/recommendation analytics
Other
Base: Manufacturing content marketers. Aided list; multiple responses permitted.
12th Annual Content Marketing Survey: Content Marketing Institute/MarketingProfs, July 2021
16. 16
CONTENT CREATION & DISTRIBUTION
86% of respondents used videos for content marketing purposes in the last 12 months.
Content Assets Manufacturing Marketers Created/Used in Last 12 Months
86%
83%
70%
50%
46%
46%
45%
33%
30%
28%
22%
15%
3%
0 20 40 60 80 100
Videos
Short articles/posts (fewer than 3,000 words)
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)
Print magazines or books
Livestreaming content
In-person events
Podcasts
Research reports
None of the above
Base: Content marketers. Aided list; multiple responses permitted.
12th Annual Content Marketing Survey: Content Marketing Institute/MarketingProfs, July 2021
17. 17
CONTENT CREATION & DISTRIBUTION
Respondents said videos produced the best results for their content marketing in the last 12 months (52%).
Manufacturing Content Assets That Produced the Best Results
in Last 12 Months
(Top 4)
52%
48%
47%
43%
0 10 20 40 50 60
Videos
Virtual events/webinars/online courses
E-books/white papers
Short articles/posts (fewer than 3,000 words)
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: Manufacturing content marketers who use each content asset listed. Multiple responses permitted.
12th Annual Content Marketing Survey: Content Marketing Institute/MarketingProfs, July 2021
18. 18
CONTENT CREATION & DISTRIBUTION
Among the video formats they used, respondents said how-to videos produced the best content marketing results in the
last 12 months (53%).
Manufacturing Video Formats That Produced the Best Results in Last 12 Months
53%
35%
30%
24%
20%
14%
12%
9%
8%
8%
0 10 20 40 50 60
How-to videos
Webinars/webcasts/web series
Interviews with industry experts
About our company
First-look product overviews
In-depth product reviews
Interactive video
About our customers
Industry research/analyst reports
Other
Base: Manufacturing content marketers who used videos in the last 12 months. Aided list; multiple responses permitted.
12th Annual Content Marketing Survey: Content Marketing Institute/MarketingProfs, July 2021
19. 19
CONTENT CREATION & DISTRIBUTION
The top four owned-media platforms that manufacturing marketers used in the last 12 months were their
organization’s website, email newsletters, email, and blogs.
Owned-Media Platforms Manufacturing Marketers Used to
Distribute Content in Last 12 Months
92%
74%
63%
50%
34%
22%
18%
8%
5%
5%
0 20 40 60 80 100
Their organization’s website
Email newsletter
Email (other than newsletter)
Blog
Microsite (e.g., resource center)
Their organization’s branded online community
Digital magazine
Online learning platform
Mobile app
Other
Base: Manufacturing content marketers. Aided list; multiple responses permitted.
12th Annual Content Marketing Survey: Content Marketing Institute/MarketingProfs, July 2021
20. 20
CONTENT CREATION & DISTRIBUTION
61% of respondents used media/public relations to distribute content in the last 12 months.
Organic (Nonpaid) Platforms Manufacturing Marketers Used to
Distribute Content in Last 12 Months
61%
51%
27%
26%
26%
24%
10%
4%
16%
0 10 20 30 40 50 60 70
Media/public relations
Speaking/presenting at events
Collaborative social spaces
Guest posts/articles in third-party publications
Guest spots
Influencer partnerships
Listening platforms
SMS/text messages
None of the above
Base: Manufacturing content marketers who use paid methods to promote content.
12th Annual Content Marketing Survey: Content Marketing Institute/MarketingProfs, July 2021
21. 21
CONTENT CREATION & DISTRIBUTION
LinkedIn is the organic social media platform that manufacturing content marketers used the most and the one they
said produced the best results.
Base: Manufacturing content marketers. Aided list; multiple responses permitted.
12th Annual Content Marketing Survey: Content Marketing Institute/Marketing Profs, July 2021 Base: Content marketers who used the nonpaid social media platforms listed to distribute
content in the last 12 months.
12th Annual Content Marketing Survey: Content Marketing Institute/Marketing Profs, July 2021
Organic (Nonpaid) Social Media Platforms Manufacturing Marketers
Used to Distribute Content in Last 12 Months
93%
86%
80%
66%
61%
13%
0 20 40 60 80 100
LinkedIn
Facebook
YouTube
Twitter
Instagram
Pinterest
Organic (Nonpaid) Social Media Platforms
That Produced Best Results for Manufacturers
in Last 12 Months (Top 5)
79%
35%
34%
29%
18%
0 20 40 60 80
LinkedIn
YouTube
Facebook
Instagram
Twitter
Other organic social media platforms used in last 12 months:
TikTok (5%), Twitter Spaces (5%), Reddit (3%), Discord (1%), Snapchat (1%),
Quora (1%), Clubhouse (0%), Other (3%), and None (3%).
22. 22
CONTENT CREATION & DISTRIBUTION
Among the respondents whose organizations used paid content distribution channels, 77% used social media
advertising/promoted posts.
Do You Use Paid Methods
to Promote Content?
15%
85%
■ Yes
■ No
Over the Last 12 Months, How Has
Your Spending on Paid Content
Distribution Channels Evolved?
34%
17%
7%
42%
■ Increased
■ Stayed the same
■ Decreased
■ Unsure
Base: Manufacturing content marketers. Aided list; multiple responses permitted.
12th Annual Content Marketing Survey: Content Marketing Institute/Marketing Profs, July 2021
Paid Content Distribution Channels
B2B Marketers Used in Last 12 Months
77%
55%
45%
45%
32%
2%
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
23. 23
CONTENT CREATION & DISTRIBUTION
Among the respondents who used paid social media platforms, the majority chose Facebook (76%) and LinkedIn
(62%). Respondents said LinkedIn produced the best results.
Base: Manufacturing content marketers who used social media platforms for paid content
promotion in the last 12 months. Aided list; multiple responses permitted.
12th Annual Content Marketing Survey: Content Marketing Institute/Marketing Profs, July 2021
Base: Manufacturing content marketers who used the social media platforms listed for paid
content promotion in the last 12 months. Multiple responses permitted.
12th Annual Content Marketing Survey: Content Marketing Institute/Marketing Profs, July 2021
Paid Social Media Platforms Manufacturing Marketers
Used in Last 12 Months (Top 5)
76%
62%
26%
32%
16%
0 20 40 60 80
Facebook
LinkedIn
Instagram
YouTube
Twitter
Paid Social Media Platforms That Produced
Best Results for Manufacturers in Last 12 Months
(Top 3)
74%
66%
50%
0 20 40 60 80
LinkedIn
Facebook
Instagram
25. 25
METRICS & GOALS
75% of respondents said their organization measures content performance. Among those, 73% said website traffic
provided the most insight into performance.
Does Your Manufacturing
Organization Measure
Content Performance?
16%
75%
9%
■ Yes
■ No
■ Unsure
Base: Manufacturing content marketers.
12th Annual Content Marketing Survey: Content
Marketing Institute/Marketing Profs, July 2021
Base: Manufacturing content marketers who measure content performance.
Aided list; multiple responses permitted.
12th Annual Content Marketing Survey: Content Marketing Institute/Marketing Profs, July 2021
Metrics That Have Provided Most Insight Into
Manufacturers’ Content Performance in Last 12 Months
73%
69%
67%
67%
55%
42%
42%
29%
29%
15%
2%
0 20 40 60 80
Website traffic
Website engagement
Email engagement
Social media analytics
Conversions
Search rankings
Email subscriber numbers
Quality of leads
Quantity of leads
Cost to acquire a lead, subscriber, and/or customer
Other
26. 26
METRICS & GOALS
Among the 75% of respondents who measured content performance, 26% indicated they’re doing an excellent or
very good job.
How Manufacturers Characterize Their Team’s
Ability to Demonstrate Content Marketing ROI
55%
22%
15%
2%
4%
4%
■ Excellent
■ Very good
■ Average
■ Below average
■ Poor
■ Unsure
Base: Manufacturing content marketers who measure content performance. Aided list.
12th Annual Content Marketing Survey: Content Marketing Institute/Marketing Profs, 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.
27. 27
METRICS & GOALS
The top goal content marketing helps manufacturing marketers achieve is creating brand awareness.
Goals Manufacturing Marketers Have Achieved by Using
Content Marketing Successfully in Last 12 Months
(All Respondents)
88%
67%
63%
58%
55%
53%
41%
38%
34%
33%
1%
0 20 40 60 80 90
Create brand awareness
Build credibility/trust
Educate audience(s)
Support the launch of a new product
Generate demand/leads
Build loyalty with existing clients/customers
Nurture subscribers/audiences/leads
Drive attendance to one or more in-person or virtual events
Build a subscribed audience
Generate sales/revenue
None of the above
Base: Manufacturing content marketers. Aided list; multiple responses permitted.
12th Annual Content Marketing Survey: Content Marketing Institute/Marketing Profs, July 2021
29. 29
BUDGETS & SPENDING
78% of respondents 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?
22%
78%
■ Yes
■ No
Base: Manufacturing content marketers.
12th Annual Content Marketing Survey: Content Marketing Institute/Marketing Profs, July 2021
Base:Manufacturingcontentmarketerswhoknowtheirorganizations’budget/budgetingprocessforcontent
marketing.Aidedlist.
12thAnnualContentMarketingSurvey:ContentMarketingInstitute/MarketingProfs,July2021
Percentage of Total Marketing Budget Spent
on Manufacturing Content Marketing
0%
7%
17%
12%
20%
25%
14%
5%
0 20 40 60
100%
75%-99%
50%-74%
25%-49%
10%-24%
5%-9%
1%-4%
0%
30. 30
BUDGETS & SPENDING
▶ 36% said their 2021 content marketing budget increased over 2020 levels.
▶ 64% expect their 2022 content marketing budget to increase over their 2021 budget.
How 2021 Manufacturing Content Marketing
Budget Compares With 2020
49%
10%
5%
36%
■ Increased
■ Stayed the same
■ Decreased
■ Unsure
How Manufacturing Content Marketing Budget
Will Change in 2022 Compared With 2021
2%
9%
0%
15%
49%
25%
■ Increase more than 9%
■ Increase 1%-9%
■ Stay the same
■ Decrease 1%-9%
■ Decrease more than 9%
■ Unsure
Base: Manufacturing content marketers who know their organizations’ budget/budgeting
process for content marketing. Aided list.
12th Annual Content Marketing Survey: Content Marketing Institute/Marketing Profs, July 2021
Base: Content marketers who know their organizations’ budget/budgeting process for content
marketing. Aided list.
12th Annual Content Marketing Survey: Content Marketing Institute/Marketing Profs, July 2021
31. 31
▶ In a post-COVID-vaccine business environment, investment is expected to increase in in-person events (56%).
▶ Investment in hybrid events is expected to increase (31%) more so than stay the same (26%), even though 29% do not use hybrid
events at all.
▶ Regarding digital events, many marketers appear to want to stay the course (39% 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% 39% 19% 5% 10%
In-person events 56% 20% 15% 3% 5%
Hybrid events 31% 26% 5% 9% 29%
Base: Manufacturing content marketers who know their organizations’ budget/budgeting process for content marketing. Aided list.
12th Annual Content Marketing Survey: Content Marketing Institute/Marketing Profs, July 2021
How Manufacturing Organizations’ Investment Will Change in Following Areas
BUDGETS & SPENDING
33. 33
LOOKING FORWARD
Manufacturing Organizations’ Current Content Marketing Challenges
51%
51%
50%
41%
37%
36%
34%
33%
33%
32%
26%
11%
9%
5%
3%
0 10 20 30 40 50
Creating valuable content instead of sales-oriented content
Overcoming traditional marketing and sales mindset
Accessing subject matter experts to create content
Creating content that appeals to multi-level roles within the target audience
Internal communication between teams/silos
Difficulty in reaching target audience(s)
Ability to be agile when change is needed
Differentiating our products/services from the competition
Technology integration
Consistency with messaging
Accommodating for a long decision-making process
The shift to virtual selling necessitated by working from home
Government/legal regulations
Other
No challenges
Base: Manufacturing content marketers. Aided list; multiple responses permitted.
12th Annual Content Marketing Survey: Content Marketing Institute/Marketing Profs, July 2021
Respondents said their top three content marketing challenges were creating valuable content instead of sales-oriented content,
overcoming the traditional marketing and sales mindset, and accessing subject matter experts to create content.
34. 34
LOOKING FORWARD
Content Marketing-Related Areas That Will Be Most Important to
Manufacturing Organizations in 2021/2022
62%
61%
46%
37%
18%
17%
13%
8%
3%
4%
0 20 40 60 80
Changes to SEO/search algorithms
Data management/analytics
Changes to social media algorithms
Content marketing as a revenue center
Artificial intelligence
Data privacy/regulations
Voice/audio (e.g., social audio, voice search)
Content security (e.g., HTTPS encryption)
Other
None of the above
Base: Manufacturing content marketers. Aided list; multiple responses permitted.
12th Annual Content Marketing Survey: Content Marketing Institute/Marketing Profs, July 2021
Changes to SEO/search algorithms (62%) and data management/analytics (61%) are top-of-mind for manufacturing
content marketers in 2021/2022.
35. 35
LOOKING FORWARD
Areas of Manufacturing Content Marketing Investment in 2022
85%
68%
59%
57%
41%
40%
32%
32%
27%
25%
19%
13%
9%
4%
1%
3%
0 20 30 40 50 60 80 100
Video
Events (digital, in-person, hybrid)
Owned-media assets
Paid media
Earned media
Social media management/community building
Getting to know audiences better
User experience (UX) design
Staffing/human resources
Content marketing technologies
Content distribution
Experiential campaigns
Audio-related content
Data privacy solutions
Other
None of the above
Base: Manufacturing content marketers. Aided list; multiple responses permitted.
12th Annual Content Marketing Survey: Content Marketing Institute/Marketing Profs, July 2021
85% predicted their organization will invest in video in 2022, followed by events (68%), owned-media assets (59%), and paid media (57%).
36. 36
ACTION STEPS
As we mentioned in the beginning of this report, the pandemic has
awakened a sleeping giant (content marketing, that is). 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 two thousand years
ago. We’re just one step away.” Indy responds,
“That’s usually when the ground falls out from
underneath your feet.”
In today’s modern business, everyone creates content — from the
web team to the marketing automation/demand gen executives, even
frontline 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 actually the awakened
giant. And our attempts to slay the giant require us to develop a content
marketing strategy. Without a strategy, an inconsistent voice and
inability to measure success make our failure imminent.
But don’t over-correct 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 frontline
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 line (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’s what 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
37. 37
METHODOLOGY & DEMOGRAPHICS
This report was produced by Content Marketing Institute (CMI) and sponsored by GlobalSpec.
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 82 respondents who indicated:
• Their organization is a for-profit manufacturing company (69% indicated B2B, 26% indicated both B2B+B2C, and 5% indicated B2C, with the majority based in North America).
• They are a content marketer, involved with the content marketing function, and/or someone to whom content marketing reports.
Note: Use caution when comparing this report’s findings to past years, as our methodology changed slightly. For the last several years, one of our qualifying criteria was that the respondent’s
company had used content marketing for at least one year. This year, we enabled respondents whose companies have not been using content marketing for at least one year to complete the survey.
We also broadened the respondent pool to include worldwide respondents rather than North America only.
Find all CMI research at contentmarketinginstitute.com/research. Special thanks to MarketingProfs for their assistance with the annual survey and the B2B and B2C reports.
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
Manufacturing Respondent
Profile by Organization’s
Content Marketing Maturity Level
29%
32%
22%
14%
3%
■ Sophisticated
■ Mature
■ Adolescent
■ Young
■ First Steps
Size of Manufacturing Company (by Employees)
Manufacturing Job Function
■ Small (1-99 employees)
■ Medium (100-999 employees)
■ Large (1,000+ employees)
■ Marketing management
■ Content creation/content management
■ Senior leadership (e.g., CEO, owner, CMO, VP, GM)
■ Marketing operations
■ Advertising/PR/communications management
■ Other
23%
45%
32%
50%
17%
12%
8%
8%
5%
38. 38
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 is the leading global content marketing education and training organization, teaching enterprise brands how to attract
and retain customers through compelling, multichannel storytelling. CMI’s Content Marketing World event, the largest content marketing-focused
event, is held every fall in Cleveland, Ohio, and ContentTECH Summit event is held every spring in San Diego, California. CMI publishes Chief Content
Officer for executives and provides strategic consulting and content marketing research for some of the best-known brands in the world. Watch this
video to learn more about CMI. Content Marketing Institute is organized by Informa Connect.
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 GlobalSpec
GlobalSpec is a provider of data-driven industrial marketing solutions designed to help companies promote their products and grow their
businesses.
Our audience of engineers and technical professionals relies on the GlobalSpec family of brands as a trusted resource for content, community, and
engagement at all stages of the research, design, and purchasing process.
Our clients count on us to deliver deep industry intelligence, customized marketing programs, and measurable campaign performance.
For more information about GlobalSpec, visit www.globalspec.com/advertising.
ABOUT