This document is a report on nonprofit content marketing practices in North America. Some key findings include:
- 61% of nonprofit professionals surveyed said they use content marketing.
- 35% said their organization is effective at content marketing.
- Only 23% said they have a documented content marketing strategy.
- Common goals for nonprofit content marketing include brand awareness (87%), engagement (84%), and client/constituent retention (82%).
- Popular metrics used to assess success include increased event attendance/participation (55%) and engagement metrics like social shares (53%).
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.
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 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.
B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends—North AmericaMarketingProfs
B2B marketers are spending more, using more tactics, and distributing their content on more social networks than they have in years past, according to the latest findings of a study from MarketingProfs and the Content Marketing Institute.
There is also more uncertainty, however, the study found: B2B marketers are more uncertain whether they are using various content marketing tactics effectively.
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?
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.
For three years we’ve looked at B2B content marketing trends, and this year, we are excited to bring you these compelling B2C findings.
According to our research, both B2B and B2C marketers are still struggling with the effectiveness of their content marketing. So while we are happy that more marketers are engaging in content marketing to attract and retain customers, we also realize we have a ways to go.
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.
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 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.
B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends—North AmericaMarketingProfs
B2B marketers are spending more, using more tactics, and distributing their content on more social networks than they have in years past, according to the latest findings of a study from MarketingProfs and the Content Marketing Institute.
There is also more uncertainty, however, the study found: B2B marketers are more uncertain whether they are using various content marketing tactics effectively.
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?
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.
For three years we’ve looked at B2B content marketing trends, and this year, we are excited to bring you these compelling B2C findings.
According to our research, both B2B and B2C marketers are still struggling with the effectiveness of their content marketing. So while we are happy that more marketers are engaging in content marketing to attract and retain customers, we also realize we have a ways to go.
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 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!
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 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!
Interactive content enables you to deliver engaging, educational,differentiated content experiences. Discover what other marketersare learning and start your climb.
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.
[Research] The State of B2B Marketing TrainingMarketingProfs
Only 19% of B2B marketers feel very prepared for their future in marketing.
Yikes.
And only 31% feel their team is very effective in their roles. A quarter don’t think everyone on their team has a basic understanding of marketing.
A third feel burned out. And two-thirds are seeking new job opportunities.
Double, triple, quadruple (!) yikes.
These are among the key findings of the inaugural MarketingProfs State of B2B Marketing Training Report.
So what’s going on? And more importantly, how can marketing reverse these trends in 2022? (And beyond.)
Our data (and experience) shows that marketing teams are participating in training. But it’s not helping them be as effective in their roles as it should, and it’s not helping them feel confident about their future.
In other words: Offering team access to training is a good thing. But access alone just isn’t enough.
Our data shows that how marketing organizations train their teams directly impacts how prepared marketers feel. And there are many specific, actionable things marketing leaders can do to move teams from where they are… to where they need to be.
Read on to learn what the “state of the state” is in B2B marketing training.
But more importantly, learn from the marketers who are doing things a bit differently and feeling more prepared. The end of the report outlines the specific steps Marketing leaders can take right now to future-proof their own teams.
2017 B2C Content Marketing Benchmarks, Budgets, and TrendsMarketingProfs
Our fifth annual B2C content marketing report is here. Sponsored by Hightail, this report shows where B2C marketers will spend their budget, how much budget businesses are allocating to content marketing efforts, and what kind of strategies we will see in 2017.
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.
2nd Annual Killer Content Awards: Honoring The World's Best B2B Content Marke...G3 Communications
Sharing case studies and behind the scenes looks at the design and execution of the cutting edge content marketing programs. The Killer Content Awards features industry leaders in areas such as:
• Social media and targeted content marketing;
• Educational content that informs and inspires buyers;
• Linking content to measurable, revenue-focused results;
• Using video and interactive content in new and creative ways;
• Deploying content that drives successful, cross-channel campaigns.
Speakers:
• Andrew Gaffney, Demand Gen Report
• Alicia Fiorletta, Channel Marketer Report
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.
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.
B2B Content Marketing 2018 - Benchmarks, Budgets & Trends - North America MarketingProfs
Our annual content marketing research with new insights useful for 2018 budget planning and benchmarketing. This new report focuses on business-to-business (B2B) marketers and their content marketing benchmarks, budgets, and trends.
2020 B2B Content Marketing Trends and BudgetsTheia Marketing
Here are the top content marketing trends in the B2B space for 2020. We look at organic vs. paid distribution and content marketing budgets vs. ROI on content.
OVERVIEW: THE STATE OF CONTENT MARKETING IN AUSTRALIA
Greetings Marketers,
Content Marketing Institute (CMI) and The Association for data-driven marketing & advertising (ADMA) are pleased to announce the results of our second annual study on content marketing practices in Australia.
This report provides insight into how Australian for-profit marketers—both business-to-business (B2B) and business-to-consumer (B2C)—are using content marketing. It also includes comparisons of Australian marketers with their North American and UK peers,
so marketers can see where they are similar and different.
Key insights include:
Australian marketers (52%) are more likely than North American (43%) and UK (42%) marketers to have a documented content strategy
69% are planning to increase their content marketing budget over the next 12 months, compared with 58% of their North American and 56% of their UK peers
81% are producing more content than they did one year ago, compared with 72% of their North American and 76% of their UK peers.
While Australian marketers are less challenged with certain areas (e.g., producing enough content and producing engaging content) than their North American and UK peers are, they rate themselves lower in terms of overall effectiveness (33%*). With continued advances in the field, education, and experimentation, we hope to see that confidence rise over the coming year.
On with the content marketing revolution!
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.
2015 B2B Content Marketing Benchmarks, Budgets, and Trends for North AmericaMarketingProfs
This is the fifth year that MarketingProfs and Content Marketing Institute have put together this report on how marketers use content in their marketing mix. With changes in the industry, the report may look a little different than you remember. Dive in, and enjoy!
B2B Content Marketing 2015 Benchmarks, Budgets & Trends - North America
Hello Content Marketers, Welcome to the fifth annual B2B Content Marketing Benchmarks, Budgets, and Trends—North America report. It’s hard to believe that it’s been five years since we first surveyed marketers on how they use content as part of the marketing mix. Since then, the survey has grown to reach marketers all across the globe. This year, we heard from more than 5,000 marketers—in 25 industries in 109 countries—from for-profit and nonprofit organizations. In this report, you’ll learn how the B2B marketers from North America responded. As you’ll notice, we made some changes to this year’s survey to better reflect how the industry is growing. We added new questions, changed the way we asked some of the prior ones, and even removed a few. We also asked content marketers about the initiatives they’re working on—and the list is long, as you will see… We’re thrilled to be with you on this journey.
Yours in content,
Joe & Ann
Joe Pulizzi
Founder
Content Marketing Institute
Ann Handley
Chief Content Officer
MarketingProfs
Sponsored by Brightcove
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 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!
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 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!
Interactive content enables you to deliver engaging, educational,differentiated content experiences. Discover what other marketersare learning and start your climb.
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.
[Research] The State of B2B Marketing TrainingMarketingProfs
Only 19% of B2B marketers feel very prepared for their future in marketing.
Yikes.
And only 31% feel their team is very effective in their roles. A quarter don’t think everyone on their team has a basic understanding of marketing.
A third feel burned out. And two-thirds are seeking new job opportunities.
Double, triple, quadruple (!) yikes.
These are among the key findings of the inaugural MarketingProfs State of B2B Marketing Training Report.
So what’s going on? And more importantly, how can marketing reverse these trends in 2022? (And beyond.)
Our data (and experience) shows that marketing teams are participating in training. But it’s not helping them be as effective in their roles as it should, and it’s not helping them feel confident about their future.
In other words: Offering team access to training is a good thing. But access alone just isn’t enough.
Our data shows that how marketing organizations train their teams directly impacts how prepared marketers feel. And there are many specific, actionable things marketing leaders can do to move teams from where they are… to where they need to be.
Read on to learn what the “state of the state” is in B2B marketing training.
But more importantly, learn from the marketers who are doing things a bit differently and feeling more prepared. The end of the report outlines the specific steps Marketing leaders can take right now to future-proof their own teams.
2017 B2C Content Marketing Benchmarks, Budgets, and TrendsMarketingProfs
Our fifth annual B2C content marketing report is here. Sponsored by Hightail, this report shows where B2C marketers will spend their budget, how much budget businesses are allocating to content marketing efforts, and what kind of strategies we will see in 2017.
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.
2nd Annual Killer Content Awards: Honoring The World's Best B2B Content Marke...G3 Communications
Sharing case studies and behind the scenes looks at the design and execution of the cutting edge content marketing programs. The Killer Content Awards features industry leaders in areas such as:
• Social media and targeted content marketing;
• Educational content that informs and inspires buyers;
• Linking content to measurable, revenue-focused results;
• Using video and interactive content in new and creative ways;
• Deploying content that drives successful, cross-channel campaigns.
Speakers:
• Andrew Gaffney, Demand Gen Report
• Alicia Fiorletta, Channel Marketer Report
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.
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.
B2B Content Marketing 2018 - Benchmarks, Budgets & Trends - North America MarketingProfs
Our annual content marketing research with new insights useful for 2018 budget planning and benchmarketing. This new report focuses on business-to-business (B2B) marketers and their content marketing benchmarks, budgets, and trends.
2020 B2B Content Marketing Trends and BudgetsTheia Marketing
Here are the top content marketing trends in the B2B space for 2020. We look at organic vs. paid distribution and content marketing budgets vs. ROI on content.
OVERVIEW: THE STATE OF CONTENT MARKETING IN AUSTRALIA
Greetings Marketers,
Content Marketing Institute (CMI) and The Association for data-driven marketing & advertising (ADMA) are pleased to announce the results of our second annual study on content marketing practices in Australia.
This report provides insight into how Australian for-profit marketers—both business-to-business (B2B) and business-to-consumer (B2C)—are using content marketing. It also includes comparisons of Australian marketers with their North American and UK peers,
so marketers can see where they are similar and different.
Key insights include:
Australian marketers (52%) are more likely than North American (43%) and UK (42%) marketers to have a documented content strategy
69% are planning to increase their content marketing budget over the next 12 months, compared with 58% of their North American and 56% of their UK peers
81% are producing more content than they did one year ago, compared with 72% of their North American and 76% of their UK peers.
While Australian marketers are less challenged with certain areas (e.g., producing enough content and producing engaging content) than their North American and UK peers are, they rate themselves lower in terms of overall effectiveness (33%*). With continued advances in the field, education, and experimentation, we hope to see that confidence rise over the coming year.
On with the content marketing revolution!
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.
2015 B2B Content Marketing Benchmarks, Budgets, and Trends for North AmericaMarketingProfs
This is the fifth year that MarketingProfs and Content Marketing Institute have put together this report on how marketers use content in their marketing mix. With changes in the industry, the report may look a little different than you remember. Dive in, and enjoy!
B2B Content Marketing 2015 Benchmarks, Budgets & Trends - North America
Hello Content Marketers, Welcome to the fifth annual B2B Content Marketing Benchmarks, Budgets, and Trends—North America report. It’s hard to believe that it’s been five years since we first surveyed marketers on how they use content as part of the marketing mix. Since then, the survey has grown to reach marketers all across the globe. This year, we heard from more than 5,000 marketers—in 25 industries in 109 countries—from for-profit and nonprofit organizations. In this report, you’ll learn how the B2B marketers from North America responded. As you’ll notice, we made some changes to this year’s survey to better reflect how the industry is growing. We added new questions, changed the way we asked some of the prior ones, and even removed a few. We also asked content marketers about the initiatives they’re working on—and the list is long, as you will see… We’re thrilled to be with you on this journey.
Yours in content,
Joe & Ann
Joe Pulizzi
Founder
Content Marketing Institute
Ann Handley
Chief Content Officer
MarketingProfs
Sponsored by Brightcove
Throughout this report, you’ll see how technology marketers have changed their content
marketing practices over the last year and how they compare with the overall sample of B2B
marketers who completed our annual content marketing survey
B2B Technology Content Marketing Benchmarks Budgets and Trends North AmericaRajkumar Seo
This report presents the findings fr om the 420
respondents who said they were B2B technology
marketers in North America.
Many of the B2B companies are using content marketing as a lead generation.
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.
2016 B2B Content Marketing Benchmarks, Budgets and Trends ReportMarketingProfs
For six years, MarketingProfs and Content Marketing Institute have put together this report on how marketers use content and how they develop content strategies (if at all). Dive in to learn more about the state of content marketing in B2B organizations!
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 (see page 4). For example,
most content marketing progress is built on a foundation of a strong commitment to the approach and a documented content marketing strategy.
Welcome to our yearly report on the content marketing practices of business-to-business (B2B) technology content marketers in North America. Here you’ll see how technology marketers replied to our sixth annual content marketing survey, and how the results compare with the 2015 ndings.
A new question about content marketing maturity level revealed that 71% of technology marketers who say their organizations are e ective at content marketing are in the “sophisticated/mature” phase, indicating that success grows with experience.
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!
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.
B2C Content Marketing 2018 - Benchmarks, Budgets & Trends - North America MarketingProfs
Our annual content marketing research with new insights useful for 2018 budget planning and benchmarketing. This new report focuses on business-to-consumer (B2C) marketers and their content marketing benchmarks, budgets, and trends.
Welcome to our annual report on the content marketing practices of technology marketers. This report focuses on the North American technology marketers who participated in our seventh annual content marketing survey. New for this year, we asked technology marketers about their success with content marketing:
• 24% said their organization’s overall approach to content marketing is “extremely” or “very” successful
• 64% said that compared with one year ago, their organizations are “much more” or “somewhat more” successful with content marketing
• 92% of those reporting increased success attributed that success to doing a better job with content creation.
Seventy-four percent said their organization always or frequently prioritizes delivering content quality over content quantity. That stat is even higher (92%) among the top-performing technology marketers (see the chart on page 4 for our definition of a “top performer”).
Read on for more insights into how your peers are approaching their content marketing—and where they are heading over the next 12 months.
Similar to Nonprofit Content Marketing - 2015 Benchmarks, Budgets and Trends - North America by CMI, Blackbaud and sponsored by FusionSpark (20)
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 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.
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.
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.
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.
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.
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.
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!
Connected, interactive content experiences deliver more trusted data, and more measurable results. Original research illuminates how marketersare making big, beautiful music.
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!
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.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
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
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
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.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Top 3 Ways to Align Sales and Marketing Teams for Rapid Growth
Nonprofit Content Marketing - 2015 Benchmarks, Budgets and Trends - North America by CMI, Blackbaud and sponsored by FusionSpark
1. NONPROFIT CONTE NT MAR KETI N G
Benchmarks, Budgets,
and Trends—North America
SponSored by
2. TABLE OF CONTENTS
2
Welcome................................................................................................................................................. 3
Usage & Overall Effectiveness.............................................................................................................. 4
Strategy & Organization........................................................................................................................ 6
Goals & Metrics..................................................................................................................................... 10
Content Creation & Distribution........................................................................................................ 13
Budgets & Spending............................................................................................................................ 22
Challenges & Initiatives...................................................................................................................... 24
Comparison Chart: Comparison of Most Effective Nonprofit Content Marketers
with Least Effective Nonprofit Content Marketers.......................................................................... 30
Comparison Chart: Documented vs. Verbal vs. No Strategy – Nonprofit..................................... 31
Comparison Chart: Differences Between Nonprofit, B2C, and B2B Marketers........................... 32
Demographics...................................................................................................................................... 33
About..................................................................................................................................................... 34
SponSored by
3. WELCOME
Hello Content Marketers,
Welcome to Nonprofit Content Marketing 2015: Benchmarks, Budgets, and Trends—North
America.
This is the second year that Content Marketing Institute and Blackbaud have partnered to study
the content marketing practices of nonprofit professionals.
Generally speaking, nonprofit professionals continue to embrace content marketing. The
amount of budget they spend on content marketing hasn’t increased that much over the last
year, but they are certainly getting savvier, trying more tactics, and distributing content across
more social platforms. While they may be searching for better ways to measure success, they
are growing in overall confidence with their efforts.
While some nonprofit marketers are less challenged this year with budget, and are making
strides with internal knowledge and skills, they are more challenged than last year in many
areas. Our best recommendation is to document your content marketing strategy. Those who
do are more effective in every area of content marketing, including the tracking of return-on-investment,
often an important key for garnering internal support.
Wishing you all the best as you grow your content marketing program…
Yours in content,
Joe & Frank
Joe Pulizzi
Founder
Content Marketing Institute
Frank Barry
Director of
New Growth Ventures
Blackbaud
3
SponSored by
4. USAGE & OVERALL EFFECTIVENESS Does your organization use
4
content marketing?
61% say yes
Last year, 92% of nonprofit respondents said
they use content marketing. Back then, we
defined content marketing as the “creation and
distribution of educational and/or compelling
content in multiple media formats to attract and/
or retain clients/constituents.”
This year, we defined content marketing as
“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
action.”
The new definition—crafted by Content
Marketing Institute in early 2014—better reflects
how content marketing has grown from the mere
“creation and distribution” of content to a formal
business discipline.
SponSored by
Percentage of Nonprofit Respondents
Using Content Marketing
61%
Yes
39%
No
Nonprofit Content Marketing 2015: Benchmarks, Budgets, and Trends—North America:
Content Marketing Institute/Blackbaud
5. 5
SponSored by
USAGE & OVERALL EFFECTIVENESS
Overall, how effective is
your organization at
content marketing?
35% say they are effective
Nonprofit marketers continue to grow steadily
in their confidence with content marketing. Last
year, 26% said they were effective.
Note: For purposes of our annual survey,
we define effectiveness as “accomplishing
your overall objectives.” Those who rate their
organizations a 4 or 5 (on a scale of 1 to 5, with
5 being “Very Effective” and 1 being “Not at all
Effective”) are the “most effective” or
“best-in-class.” The 1s and 2s are the “least
effective,” while the 3s are neutral.
How Nonprofit Marketers Rate the
E
9. Percentage of Nonprofit Marketers
Who Have a Content Marketing Strategy
Yes, and it is documented 23%
Yes, but it is not documented 43%
No 21%
Unsure 13%
0 10 20 30 40 50
6
SponSored by
STRATEGY & ORGANIZATION
Does your organization
have a content marketing
strategy?
23% say they have a
documented strategy
Last year, we asked marketers for the first time
whether or not they had a documented content
marketing strategy. The high percentage of
nonprofit marketers who said no (54%) left us
wondering whether some had a strategy but
had simply not taken the time to document
it. So this year we asked the question a bit
differently; indeed, we found that many more
do have a strategy, but for 43% it is verbal only.
The 23% who have documented their strategy
are more effective in all aspects of content
marketing than those who have not. Nonprofit Content Marketing 2015: Benchmarks, Budgets, and Trends—North America:
Content Marketing Institute/Blackbaud
10. Very closely 38%
0 10 20 30 40 50 60
7
SponSored by
STRATEGY & ORGANIZATION
How closely does your
content marketing strategy
guide your organization’s
content marketing efforts?
38% say very closely
Having a s trategy is one thing—following it
is another. The more effective a nonprofit
marketer is, the more likely it is that his or
her organization follows the strategy very
closely (61% of the most effective follow their
strategy very closely).
Percentage of Nonprofit Marketers
Who Say Strategy Guides Eorts
Nonprofit Content Marketing 2015: Benchmarks, Budgets, and Trends—North America:
Content Marketing Institute/Blackbaud
Somewhat 56%
We rarely use it 3%
Unsure 4%
11. Yes, and it functions independently as its own unit 12%
Yes, and it works horizontally across the organization silos 29%
No, but planning to have one 14%
No, and no plans to have one that I know of 44%
0 10 20 30 40 50 60
8
SponSored by
STRATEGY ORGANIZATION
Does your organization
have a dedicated content
marketing group?
41% say yes
Nonprofit marketers who have a documented
content marketing strategy are more likely to
have a dedicated group (72%) when compared
with the total sample. The same is true for the
most effective nonprofit marketers (62%).
Percentage of Nonprofit Marketers Who
Have a Dedicated Content Marketing Group
Nonprofit Content Marketing 2015: Benchmarks, Budgets, and Trends—North America:
Content Marketing Institute/Blackbaud
12. 9
SponSored by
STRATEGY ORGANIZATION
Which area in your
organization is accountable
for content marketing?
It often depends on
organization size
The larger the nonprofit organization, the
more likely it is that content marketing is
situated under the marketing umbrella. In
smaller nonprofits (up to 100 employees),
content marketing is more likely to fall under
development/fundraising.
Areas Accountable for
Nonprofit Content Marketing
Marketing
Development/Fundraising
PR/Corporate Communications
Owner/C-level
Programs
Social Team
Other
No One, Unsure, or No Answer
40%
9%
Nonprofit Content Marketing 2015: Benchmarks, Budgets, and Trends—North America:
Content Marketing Institute/Blackbaud
20%
2%
2%
17%
7%
3%
13. 10
SponSored by
GOALS METRICS
How important is each
of the following content
marketing goals to your
organization?
87% say brand awareness
is important
Note: Percentages shown represent marketers who
rated each goal a 4 or 5 on a 5-point scale where
5 = “Very Important” and 1 = “Not at all Important.”
The most effective nonprofit marketers place
higher importance on all the goals shown here
when compared with the total sample.
Organizational Goals for
Nonprofit Content Marketing
Brand Awareness
Engagement
Client/Constituent Retention/Loyalty
Client/Constituent Acquisition
Fundraising
Advocacy
Program Delivery
87%
84%
82%
79%
68%
61%
56%
0 10 20 30 40 50 60 70 80 90
Nonprofit Content Marketing 2015: Benchmarks, Budgets, and Trends—North America:
Content Marketing Institute/Blackbaud
14. 11
Which metrics does your
organization use to assess
content marketing success?
55% say increased event
attendance/participation
Note: Fewer than 30% of nonprofit marketers said
they use the following metrics: Subscriber Growth
(28%), Increased Advocacy (23%), SEO Ranking (19%),
Benchmark Lift of Product/Service Awareness (19%),
Inbound Links (18%), Sales (18%), Cost Savings (14%), Sales
Lead Quantity (8%), and Sales Lead Quality (8%).
Increased event attendance/participation
was a new choice on the survey this year. Last
year, increased fundraising was the most often
cited metric (66%).
SponSored by
GOALS METRICS
Metrics for Nonprofit
Content Marketing Success
55%
Increased Event Attendance/Participation
Website Tra ic
54%
Increased Fundraising
49%
Increased Number of People Served/Helped
Increased Supporter Loyalty
Qualitative Feedback from Supporters
Time Spent on Website
Benchmark Li‰ of Organization Awareness
40%
38%
38%
33%
30%
0 10 20 30 40 50 60 70
Nonprofit Content Marketing 2015: Benchmarks, Budgets, and Trends—North America:
Content Marketing Institute/Blackbaud
15. 12
SponSored by
How successful is your
organization at tracking
the ROI of its content
marketing program?
Only 15% say they
are successful
As these percentages show, many nonprofit
marketers have a difficult time tracking ROI.
Having a documented content marketing strategy
helps, though, as 34% of those who possess one
are successful in this area, compared with the
15% average for the total sample.
GOALS METRICS
How Nonprofit Marketers Rate Their
Organization’s Success at
Tracking ROI
Very Successful 2%
13%
33%
22%
Not At All Successful 9%
We Do Not Track 20%
0 10 20 30 40 50
5
4
3
2
1
Nonprofit Content Marketing 2015: Benchmarks, Budgets, and Trends—North America:
Content Marketing Institute/Blackbaud
16. Change in Nonprofit Content Creation
13
Compared with one year
ago, how much content is
your organization creating?
69% are creating more
Last year, 65% of nonprofit marketers said they
were creating more content, compared with
69% this year.
Nonprofit marketers from organizations of all
sizes are creating more content—even the least
effective (61%) and those who have no strategy
(52%).
The most effective nonprofit marketers
and those who have a documented content
marketing strategy are creating the most
content (81% of both segments say they are
creating more).
SponSored by
CONTENT CREATION DISTRIBUTION
(Over Last 12 Months)
Significantly More
More
Same Amount
Less
Unsure
19%
4%
50%
Nonprofit Content Marketing 2015: Benchmarks, Budgets, and Trends—North America:
Content Marketing Institute/Blackbaud
3%
24%
17. 14
SponSored by
How many different
audiences does your
organization target
with separate content
marketing strategies?
The average number is 4
The larger the nonprofit organization, the more
audiences it targets. The largest organizations
(1,000+ employees) target an average of 5.
CONTENT CREATION DISTRIBUTION
Number of Audiences
that Nonprofit Marketers Target
5%
7%
30%
41%
4%
12%
0 10 20 30 40 50
10+
7-10
4-6
2-3
1
Unsure
Nonprofit Content Marketing 2015: Benchmarks, Budgets, and Trends—North America:
Content Marketing Institute/Blackbaud
18. 15
Which content marketing
tactics does your
organization use?
Most tactics are used more often
than last year, especially infographics
and microsites
Average Number Used: 12
Note: Fewer than 40% of nonprofit marketers said they use the
following tactics: Branded Content Tools (37%), Digital Magazines (37%),
Online Presentations (36%), Mobile Apps (34%), Webinars/Webcasts
(32%), Books (28%), White Papers (26%), Podcasts (21%), Virtual
Conferences (18%), eBooks (15%), and Games/Gamification (9%).
Nonprofit marketers are using more content marketing tactics
(an average of 12 this year vs. 11 last year).
Like last year, the four most often cited tactics were social media
content (other than blogs), in-person events, eNewsletters, and
articles on your website. Regarding these four tactics, the biggest
increase was with social media content (86% last year vs. 93% this
year). The others rose slightly.
The biggest increases in usage over the last year have been with
infographics and microsites, both up 22 percentage points this year.
The following tactics that appear on the chart have all risen 11
percentage points: videos, blogs, print magazines, and case studies.
Print newsletters dropped slightly (56% last year vs. 53% this year).
Illustrations/photos was a new choice on the survey this year.
SponSored by
CONTENT CREATION DISTRIBUTION
Nonprofit Content Marketing Tactic Usage
Social Media Content – other than blogs
In-person Events
eNewsletters
Articles on Your Website
Illustrations/Photos
Videos
Blogs
Infographics
Print Newsletters
Print Magazines
Case Studies
Microsites
Research Reports
93%
89%
88%
86%
86%
82%
58%
53%
53%
44%
41%
41%
40%
0 10 20 30 40 50 60 70 80 90 100
Nonprofit Content Marketing 2015: Benchmarks, Budgets, and Trends—North America:
Content Marketing Institute/Blackbaud
19. 16
How effective are the
following tactics that
you use?
In-person events are rated
the most effective
Note: Percentages shown represent marketers who
rated each tactic a 4 or 5 on a 5-point scale where
5 = “Very Effective” and 1 = “Not at all Effective.”
Of all the tactics nonprofit marketers use, these are
the ones that more than 50% say are effective.
When compared with last year, confidence in
microsites and print magazines grew the most. Last
year, 40% of nonprofit marketers said microsites
were effective (compared with 53% this year) and
52% said print magazines were effective (compared
with 60% this year).
SponSored by
CONTENT CREATION DISTRIBUTION
Effectiveness Ratings
for Nonprofit Tactics
In-person Events
Illustrations/Photos
eNewsletters
Social Media Content – other than blogs
Print Magazines
Print Newsletters
Videos
Microsites
74%
65%
64%
63%
60%
57%
54%
53%
0 10 20 30 40 50 60 70 80
Nonprofit Content Marketing 2015: Benchmarks, Budgets, and Trends—North America:
Content Marketing Institute/Blackbaud
20. 17
Which social media
platforms does your
organization use to
distribute content?
Facebook is used most often
Average Number Used: 5
Note: Fewer than 30% of nonprofit marketers said
they use the following social media platforms: Flickr
(24%), Vimeo (19%), Foursquare (13%), Tumblr (12%),
SlideShare (11%), Vine (9%), SnapChat (5%), and
StumbleUpon (5%).
Nonprofit marketers are using more social media
platforms to distribute content (an average of 5
this year vs. 4 last year).
The percentage of nonprofit marketers who use
each of the platforms shown here has risen over
the last year. The biggest increase has been with
Instagram (17% last year vs. 38% this year).
SponSored by
CONTENT CREATION DISTRIBUTION
Facebook
Twitter
YouTube
LinkedIn
Google+
Instagram
Pinterest
Nonprofit Content Marketing
Social Media Platform Usage
94%
84%
78%
67%
40%
38%
35%
0 10 20 30 40 50 60 70 80 90 100
Nonprofit Content Marketing 2015: Benchmarks, Budgets, and Trends—North America:
Content Marketing Institute/Blackbaud
21. 18
SponSored by
How effective are the
social media platforms
that you use?
Facebook is rated the
most effective
Note: Percentages shown represent marketers
who rated each platform a 4 or 5 on a 5-point
scale where 5 = “Very Effective” and 1 = “Not at
all Effective.”
Nonprofit marketers once again rated Facebook
the most effective platform (58% last year vs.
63% this year).
Confidence in all other platforms shown here
also has increased over the last year, except for
Vimeo, which decreased 2 percentage points.
The biggest increase was with SlideShare (24%
last year vs. 38% this year). Twitter and LinkedIn
had the next biggest increases, with Twitter
rising 11 percentage points and LinkedIn rising 9.
CONTENT CREATION DISTRIBUTION
Effectiveness Ratings for
Nonprofit Social Media Platforms
Facebook
Twitter
YouTube
SlideShare
Vimeo
Instagram
LinkedIn
63%
54%
47%
38%
37%
36%
34%
29%
22%
Pinterest
Google+
0 10 20 30 40 50 60 70
Nonprofit Content Marketing 2015: Benchmarks, Budgets, and Trends—North America:
Content Marketing Institute/Blackbaud
22. 19
How often does your
organization publish new
content that supports
its content marketing
program?
48% say daily or multiple
times per week
60% of the most effective nonprofit
marketers and 58% of those who have a
documented content marketing strategy
publish new content daily or multiple times
per week, compared with 48% of the total
sample.
SponSored by
CONTENT CREATION DISTRIBUTION
How Often Nonprofit Marketers
Publish New Content
Daily
Multiple Times per Week
Weekly
Multiple Times per Month
Monthly
Less than Once per Month
Unsure
20%
28%
6%
10%
14%
5%
15%
Nonprofit Content Marketing 2015: Benchmarks, Budgets, and Trends—North America:
Content Marketing Institute/Blackbaud
23. 20
SponSored by
Which paid advertising
methods do you use to
promote/distribute
content?
83% use at least one
Average Number Used: 3
This was a new question on the survey. The most
effective nonprofit marketers, as well as those
who have a documented content marketing
strategy, use all of these paid methods more
frequently than the overall sample.
In addition, the larger the nonprofit organization,
the more methods it uses. For example, micro
organizations (1-9 employees) use an average of
2 methods, whereas large organizations (1,000+
employees) use an average of 4.
CONTENT CREATION DISTRIBUTION
Nonprofit Paid Advertising Usage
Print or Other Offline Promotion
Promoted Posts (e.g., promoted Tweets)
Social Ads (e.g., LinkedIn ads)
Search Engine Marketing (SEM)
Traditional Online Banner Ads
Native Advertising
Content Discovery Tools
73%
48%
48%
41%
41%
32%
6%
0 10 20 30 40 50 60 70 80
Nonprofit Content Marketing 2015: Benchmarks, Budgets, and Trends—North America:
Content Marketing Institute/Blackbaud
24. 21
How effective are the
paid advertising methods
that you use to distribute
content?
Nonprofit marketers have the
most confidence in search
engine marketing (SEM)
Note: Percentages shown represent marketers who
rated each method a 4 or 5 on a 5-point scale where
5 = “Very Effective” and 1 = “Not at all Effective.”
Even though print or other offline promotion is
the paid method that nonprofit marketers use the
most, they are more likely to say that search engine
marketing (SEM) is more effective.
The most effective nonprofit marketers and those
who have a documented content marketing strategy
view each of these methods as more effective when
compared with the total sample.
SponSored by
CONTENT CREATION DISTRIBUTION
Effectiveness Ratings for
Nonprofit Paid Advertising Methods
56%
53%
51%
45%
43%
37%
Search Engine Marketing (SEM)
Promoted Posts (e.g., promoted Tweets)
Print or Other Offline Promotion
Social Ads (e.g., LinkedIn ads)
Content Discovery Tools
Native Advertising
Traditional Online Banner Ads
37%
0 10 20 30 40 50 60 70
Nonprofit Content Marketing 2015: Benchmarks, Budgets, and Trends—North America:
Content Marketing Institute/Blackbaud
25. 22
Approximately what
percentage of your
organization’s total
marketing budget (not
including staff) is spent on
content marketing?
The average is 23%
Last year, nonprofit marketers said they allocated
an average of 20% of their total marketing budget to
content marketing, compared with 23% this year.
When we look at different segments of respondents,
this is how their spending averages compare:
Those with a documented content marketing
strategy spend more (33%) than those with a
verbal strategy only (22%) or no strategy (11%).
SponSored by
The most effective nonprofit marketers spend
more (30%) than the least effective (13%).
Marketers at large organizations with 1,000+
employees spend more (32%) than marketers at
small organizations with 10-99 employees (20%).
BUDGETS SPENDING
Percentage of Total Marketing Budget
Spent on Nonprofit Content Marketing
1%
3%
6%
9%
12%
100%
75-99%
50-74%
25-49%
10-24%
1-9%
0%
Unsure
28%
4%
35%
0 10 20 30 40 50
Nonprofit Content Marketing 2015: Benchmarks, Budgets, and Trends—North America:
Content Marketing Institute/Blackbaud
26. 23
SponSored by
How do you expect your
organization’s content
marketing budget to
change in the next 12
months?
37% say they will increase
spending
Last year, 38% of nonprofit marketers said they
would increase spending, compared with 37%
this year.
Their lack of success thus far isn’t going to stop
the least effective nonprofit marketers from
increasing their content marketing budget:
42% plan to do so, compared with 32% of the
most effective.
BUDGETS SPENDING
Nonprofit Content Marketing Spending
(Over Next 12 Months)
Significantly Increase 5%
Increase
Remain the Same
Decrease 3%
32%
39%
Unsure 20%
0 10 20 30 40 50
Nonprofit Content Marketing 2015: Benchmarks, Budgets, and Trends—North America:
Content Marketing Institute/Blackbaud
27. 24
With regard to content
marketing, how challenged
are you with each of the
following?
56% say lack of budget
is a challenge
Note: Percentages shown represent marketers who
rated each challenge a 4 or 5 on a 5-point scale where
5 = “Very Challenged” and 1 = “Not at all Challenged.”
It’s still a pressing challenge, but the percentage
of nonprofit marketers who say lack of budget is a
challenge has decreased 11 percentage points this year
(67% last year vs. 56% this year). Nonprofit marketers
also have made strides with internal knowledge and
skills (the percentage who cited gaps last year was 45%,
compared with 38% this year).
In every other area shown here, however, nonprofit
marketers are more challenged than last year. The two
biggest increases have been with measuring content
effectiveness (52% this year vs. 36% last year) and finding
trained content marketing professionals (28% this year
vs. 8% last year).
The least effective nonprofit marketers are more apt
to say their greatest challenge is producing engaging
content (75%), which is a bigger challenge for them than
lack of budget (60%). In addition, 49% say lack of buy-in/
vision from higher-ups is a problem.
SponSored by
CHALLENGES INITIATIVES
Challenges that Nonprofit Marketers Face
56%
52%
49%
43%
40%
Lack of Budget
Measuring Content Effectiveness
Producing Engaging Content
Producing Content Consistently
Lack of Integration Across Marketing
Gaps in Knowledge and Skills of Internal Team
Producing a Variety of Content
Technology-related Challenges
Lack of Buy-in/Vision from Higher-Ups
Finding Trained Content Marketing Professionals
38%
37%
35%
34%
0 10 20 30 40 50 60 70
28%
Nonprofit Content Marketing 2015: Benchmarks, Budgets, and Trends—North America:
Content Marketing Institute/Blackbaud
28. CHALLENGES INITIATIVES
Which content marketing initiatives are you working on?
66% are focused on becoming better storytellers
New this year, we presented marketers with a list of 28 initiatives. We asked them to select one of three options for each:
working on now, plan to begin working on within 12 months, and not a priority.
Nonprofit marketers are working on an average of 12 initiatives, and plan to begin working on an average of 8 over the next
12 months.
The highest percentages of nonprofit marketers are working on:
Becoming better storytellers: 66%
Creating visual content: 63%
Creating more engaging/higher-quality content: 62%
Better understanding of audience: 59%
Organizing content on website: 59%
As for which they are planning to begin working on within 12 months, the highest percentages selected:
Measuring content marketing ROI: 39%
Developing a documented content marketing strategy: 37%
Creating a better mobile strategy: 33%
Content personalization: 33%
Better understanding of what content is effective—and what isn’t: 32%
Optimizing content: 32%
The initiatives appearing on the following pages are the 12 that received the highest combined percentages of “working on
now” and “plan t o begin working on within 12 months.”
25
SponSored by
29. CHALLENGES INITIATIVES
26
Creating Visual Content
Organizing Content
on Website
Creating More
Engaging/Higher-Quality Content
9% 8%
63% 22% 62% 26% 59%
Now Within 12 Months Not a Priority No Answer
8%
23%
6% 7% 7%
Nonprofit Content Marketing 2015: Benchmarks, Budgets, and Trends—North America:
Content Marketing Institute/Blackbaud
SponSored by
30. CHALLENGES INITIATIVES
27
Better Understanding of
What Content is Effective—and What isn’t
Better Converting Visitors
on Website
Becoming Better
Storytellers
13% 11%
52% 15% 66% 52%
30%
Now Within 12 Months Not a Priority No Answer
10%
32%
6% 6% 7%
Nonprofit Content Marketing 2015: Benchmarks, Budgets, and Trends—North America:
Content Marketing Institute/Blackbaud
SponSored by
31. CHALLENGES INITIATIVES
Better Internal Communications/
Collaboration/Operationalizing
28
Better Understanding
Content Marketing Team Developing an Email Strategy
of Audience
12% 15%
55% 59%
22%
Now Within 12 Months Not a Priority No Answer
53%
26%
11%
27%
7% 7% 6%
Nonprofit Content Marketing 2015: Benchmarks, Budgets, and Trends—North America:
Content Marketing Institute/Blackbaud
SponSored by
32. CHALLENGES INITIATIVES
29
Creating a Greater
Variety of Content Optimizing Content
Finding More/Better Ways
to Repurpose Content
16% 15%
50% 51%
26%
Now Within 12 Months Not a Priority No Answer
45%
32%
16%
27%
7% 7% 8%
Nonprofit Content Marketing 2015: Benchmarks, Budgets, and Trends—North America:
Content Marketing Institute/Blackbaud
SponSored by
33. COMPARISON CHART
Has a documented content marketing strategy.........................................................................................42%................... 23%.................... 6%
Has a content marketing strategy, but it’s not documented.....................................................................43%................... 43%................... 34%
Content marketing strategy very closely guides efforts.............................................................................61%................... 38%.................... 8%
Content marketing strategy somewhat guides efforts...............................................................................35%................... 56%................... 78%
Has a dedicated content marketing group.................................................................................................62%................... 41%................... 21%
Is successful at tracking ROI........................................................................................................................33%................... 15%.................... 2%
Average number of tactics used................................................................................................................... 12...................... 12.......................11
Average number of social platforms used.....................................................................................................6........................ 5.........................5
Publishes new content daily or multiple times per week..........................................................................60%................... 48%................... 39%
Percentage of total budget allocated to content marketing......................................................................30%................... 23%................... 13%
Challenged with lack of budget...................................................................................................................50%................... 56%................... 60%
Challenged with measuring effectiveness..................................................................................................41%................... 52%................... 68%
Challenged with producing engaging content...........................................................................................31%................... 49%................... 75%
Average number of initiatives working on now........................................................................................... 14...................... 12.......................10
Average number of initiatives planning to begin working on within 12 months.........................................7........................ 8........................10
30
Most
Effective
Comparison of Most Effective Nonprofit Content Marketers
with Least Effective Nonprofit Content Marketers
Average/
Overall
Least
Effective
Chart term definitions: A “best-in-class” content marketer (aka “most effective”) is one who rates his or her organization a 4 or 5 in effectiveness on a scale of 1 to 5, with 5 be-ing
“Very Effective” and 1 being “Not at all Effective.” Those who rate themselves 1 or 2 are the “least effective.” The numbers under “average/overall” represent total respondents.
Nonprofit Content Marketing 2015: Benchmarks, Budgets, and Trends—North America:
Content Marketing Institute/Blackbaud
SponSored by
34. COMPARISON CHART
Considers organization to be effective at content marketing....................................................................63%................... 35%.................... 8%
Content marketing strategy very closely guides efforts.............................................................................61%................... 25%....................N/A
Content marketing strategy somewhat guides efforts...............................................................................33%................... 68%....................N/A
Has a dedicated content marketing group.................................................................................................72%................... 33%................... 14%
Is successful at tracking ROI........................................................................................................................34%................... 12%.................... 3%
Average number of tactics used................................................................................................................... 13...................... 12.......................10
Average number of social platforms used.....................................................................................................6........................ 6.........................5
Publishes new content daily or multiple times per week..........................................................................58%................... 56%................... 35%
Percentage of total budget allocated to content marketing......................................................................33%................... 22%................... 11%
Challenged with producing engaging content...........................................................................................42%................... 49%................... 60%
Challenged with measuring effectiveness..................................................................................................43%................... 54%................... 67%
Average number of initiatives working on now........................................................................................... 15...................... 13........................9
Average number of initiatives planning to begin working on within 12 months.........................................7........................ 8........................10
31
Documented
Strategy
Documented vs. Verbal vs. No Strategy – Nonprofit
Verbal
Strategy
No
Strategy
Nonprofit Content Marketing 2015: Benchmarks, Budgets, and Trends—North America:
Content Marketing Institute/Blackbaud
SponSored by
35. COMPARISON CHART
Differences Between Nonprofit, B2C, and B2B Marketers
Uses content marketing...................................................................................................................................61%................... 77%................... 86%
Considers organization to be effective at content marketing.......................................................................35%................... 37%................... 38%
Has a documented content marketing strategy.............................................................................................23%................... 27%................... 35%
Has a content marketing strategy, but it’s not documented.........................................................................43%................... 50%................... 48%
Does not have a documented strategy...........................................................................................................21%................... 15%................... 14%
Has a dedicated content marketing group.....................................................................................................41%................... 45%................... 47%
Is successful at tracking ROI............................................................................................................................15%................... 23%................... 21%
Average number of tactics used....................................................................................................................... 12...................... 11.......................13
Average number of social platforms used.........................................................................................................5........................ 7.........................6
Average number of paid advertising methods used to promote/distribute content......................................3........................ 4.........................3
Publishes new content daily or multiple times per week..............................................................................48%................... 48%................... 42%
Percentage of total budget allocated to content marketing.........................................................................23%................... 25%................... 28%
Challenged with lack of budget.......................................................................................................................56%................... 46%................... 41%
Challenged with lack of buy-in/vision from higher-ups.................................................................................34%................... 28%................... 29%
Average number of initiatives working on now............................................................................................... 12...................... 13.......................13
Average number of initiatives planning to begin working on within 12 months.............................................8........................ 9.........................8
32
Nonprofit
B2C B2B
Nonprofit Content Marketing 2015: Benchmarks, Budgets, and Trends—North America:
Content Marketing Institute/Blackbaud
SponSored by
36. DEMOGRAPHICS
Nonprofit Content Marketing: 2015 Benchmarks, Budgets, and Trends—North America was produced by Content Marketing Institute and Blackbaud
and sponsored by FusionSpark Media.
The survey was mailed electronically to a sample of marketers using lists from Content Marketing Institute, MarketingProfs, Blackbaud, the Business
Marketing Association (BMA), Brightcove, and EnVeritas Group (EVG). A total of 1,118 nonprofit marketers from North America responded in July and
August 2014, representing a full range of organization classifications, functional areas, and sizes.
The B2B and B2C percentages referred to in this report derive from a similar questionnaire that was administered at the same time as this research
study (under the umbrella of the Content Marketing Institute/MarketingProfs fifth annual content marketing survey). The full findings for B2B North
America and B2C North America are available in separate reports co-produced by Content Marketing Institute and MarketingProfs. Special thanks to
MarketingProfs for their assistance with the B2B and B2C figures used for comparisons in this report.
Nonprofit Industry Classification Nonprofit Job Title/Function
33
Size of Nonprofit Organization
(by Employees)
19%
18%
14%
17% 27%
24%
11%
4%
5%
11%
17%
29% 37%
11%
9%
4%
24%
7%
8%
4%
■ Human Services
■ Healthcare
■ Education (University/College)
■ Education (K-12)
■ Religious Organization
■ Trade/Industry Association
■ Arts Culture
■ Other
■ Fundraising/Development
■ Marketing/Advertising/
Communications/PR Management
■ General Management
■ Executive Management
■ Content Creation/Management
■ Marketing Administration/Support
■ Website/Technology
■ Other
■ Micro (Fewer than 10 Employees)
■ Small (10-99 Employees)
■ Midsize (100-999 Employees)
■ Large (1,000+ Employees)
Blackbaud - Forward-looking Statements
Except for historical information, all of the statements,
expectations, and assumptions contained here are
forward-looking statements that involve a number of
risks and uncertainties. Although Blackbaud attempts
to be accurate in making these forward-looking
statements, it is possible that future circumstances
might differ from the assumptions on which such
statements are based. In addition, other important
factors that could cause results to differ materially
include the following: general economic risks;
uncertainty regarding increased business and renewals
from existing customers; continued success in sales
growth; management of integration of acquired
companies and other risks associated with acquisitions;
risks associated with successful implementation of
multiple integrated software products; the ability
to attract and retain key personnel; risks related to
our dividend policy and share repurchase program,
including potential limitations on our ability to grow
and the possibility that we might discontinue payment
of dividends; risks relating to restrictions imposed by
the credit facility; risks associated with management
of growth; lengthy sales and implementation cycles,
particularly in larger organizations; technological
changes that make our products and services less
competitive; and the other risk factors set forth from
time to time in the SEC filings for Blackbaud, copies of
which are available free of charge at the SEC’s website
at www.sec.gov or upon request from Blackbaud’s
investor relations department. All Blackbaud product
names appearing herein are trademarks or registered
trademarks of Blackbaud, Inc.
SponSored by
37. ABOUT
About Content Marketing Institute
Content Marketing Institute (CMI) is the leading global content marketing education and training organization. CMI teaches enterprise
brands how to attract and retain customers through compelling, multi-channel storytelling. CMI’s Content Marketing World event,
the largest content marketing-focused event, is held every September in Cleveland, Ohio, USA. CMI also produces Intelligent Content
Conference, Content Marketing Sydney and Content Marketing Singapore. CMI also publishes the bi-monthly magazine Chief Content
Officer, and provides strategic consulting and content marketing research for some of the best-known brands in the world. CMI is a
2012, 2013 and 2014 Inc. 500 company. View all CMI research at www.contentmarketinginstitute.com/research. Learn how to create
a documented content marketing strategy, a key component for improving overall content marketing effectiveness.
About Blackbaud
Serving the nonprofit and education sectors for more than 30 years, Blackbaud (NASDAQ: BLKB) combines technology and expertise to
help organizations achieve their missions. Blackbaud works with more than 30,000 customers in more than 60 countries that support higher
education, healthcare, human services, arts and culture, faith, the environment, private K-12 education, animal welfare and other charitable
causes. The company offers a full spectrum of cloud-based and on-premise software solutions and related services for organizations of all
sizes including: fundraising, eMarketing, advocacy, constituent relationship management (CRM), financial management, payment solutions,
analytics, education solutions, and vertical-specific solutions. For more information, visit www.blackbaud.com.
About FusionSpark Media
Since 1999, FusionSpark Media, Inc. (FSM) has worked with nonprofits, government agencies, and businesses to develop content
marketing initiatives that achieve fundraising, sales, education, community engagement, and marketing communications goals.
FSM’s team includes professionals with backgrounds in marketing communications, print and broadcast journalism, and nonprofit
management. We have deep roots and hands-on experience in developing purpose-driven communications strategies, stories, and
interactive content that inspires hearts, informs minds, and influences outcomes. For more information, visit @FusionSpark and
www.fusionspark.com.
For more information about this report, contact research@contentinstitute.com.
34
SponSored by