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Content Marketing
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B2Bbenchmarks, budgets, and Trends–north America2014
VieW & SHare
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oVerVieW: tHe State of B2B Content Marketing in nortH aMeriCa
Greetings Content Marketers,
We have good news to report! B2B content marketers in North America are making strides: 42% consider themselves effective, up from 36% last year.
Moreover, we also can begin to understand why marketers are feeling more confident: For the first time, we asked marketers whether they have a documented content strategy (44% do) and a person who oversees content marketing strategy (73% do). Our findings tell us that there are distinct differences between those who have a strategy and those who do not. Marketers who do are not only more effective but also less challenged with every aspect of content marketing.
Even though we’ve made great strides, the industry is clearly still in the early adoption phase. However, some marketers are seeing substantial success. Read on to find out what a best-in-class content marketer does differently and delve into many other findings as well.
On with the content marketing revolution!
ann HandleyChief Content OfficerMarketingprofs
Joe PulizziFounderContent Marketing Institute
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Percentage of B2B Marketers Using Content Marketing
93%
use contentmarketing
7%
do notuse contentmarketing
2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
93% of B2B marketers use content marketing.
USAGE
Last year, 91% of b2b marketers said they used content marketing.
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42% of B2B marketers say they are effective at content marketing.
Last year, 36% of b2b marketers said they were effective at content marketing.
OVERALL EFFECTIVENESS
How B2B Marketers Rate the Effectiveness of Their Organization’s
Use of Content Marketing
9%33%
41%14%
2%
Very Effective
Not At All Effective
100 20 30 40 50 60 70 80 90 100
54321
2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
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Profile of a best-in-class B2B content marketer.
OVERALL EFFECTIVENESS
Comparison of Most Effective B2B Content Marketers with Least Effective B2B Content Marketers
Has a documented content strategy
Has someone who oversees content marketing strategy
Average number of tactics used
Average number ofsocial media platforms used
Percent of marketing budget spent on content marketing
Challenged with producingengaging content
Most Effective Overall/Average Least Effective
66% 44% 11%
86% 73% 46%
15 13 10
7 6 4
39% 30% 16%
35% 47% 61%
• “Most Effective” = Respondents who rated their organization’s use of content marketing as 4 or 5 in terms of effectiveness (on a scale of 1 to 5, with 5 being “Very Effective”)• “Least Effective” = Respondents who rated their organization’s use of content marketing as 1 or 2 in terms of effectiveness (on a scale of 1 to 5, with 1 being “Not At All Effective”)
2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
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44% of B2B marketers have a documented content strategy.
B2B marketers who have a documented content strategy are far more likely to consider themselves effective (66% vs. 11%).
48% of smaller B2B organizations (10-99 employees) have a documented content strategy, compared with 41% of large organizations (1,000+ employees).
STRATEGY
Percentage of B2B Marketers WhoHave a Documented Content Strategy
44%
Yes49%
No
6%
Unsure
2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
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73% of B2B organizations have someone in place to oversee content marketing strategy.
The majority of the most effective B2B marketers (86%) have someone who oversees content marketing strategy; however, only 46% of less effective marketers do.
Small companies (10-99 employees) are more likely than large companies (1,000+ employees) to have someone who oversees content marketing strategy (78% vs. 58%).
STRATEGY
Percentage of B2B Marketerswith Someone Who OverseesContent Marketing Strategy
73%
Yes
22%
No
5%
Unsure
2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
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73% of B2B content marketers are producing more content than they did one year ago.
78% of the most effective B2B marketers are creating more content than they did one year ago, compared with 57% of their least effective peers.
B2B marketers who have a documented content strategy are creating more content than they did one year ago, compared with those who do not have a documented strategy (80% vs. 66%).
CONTENT VOLUME
Change in Amount of B2B Content Creation
(Over Last 12 Months)
32%
SignificantlyMore
41%
More
20%
Same Amount
5%
Less
2%
Unsure
2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
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B2B marketers use an average of 13 content marketing tactics.
Tactic usage has remained relatively consistent when compared with last year.
Infographics has seen the largest year-over- year increase in usage. Last year, 38% of b2b marketers were using infographics, compared with 51% this year.
TACTIC USAGE
B2B Content Marketing Usage (by Tactic)
0
20
40
60
80
100
Socia
l Med
ia –
Othe
r tha
n Blo
gs
Artic
les o
n You
r Web
site
eNew
slette
rs
Blog
s
Case
Stud
ies
Vide
os
Artic
les o
n Oth
er W
ebsit
es
In-p
erso
n Eve
nts
Whi
te Pa
pers
Web
inar
s/W
ebca
sts
Rese
arch
Rep
orts
Micr
osite
s
Info
grap
hics
Bran
ded C
onte
nt To
ols
Mobi
le C
onte
nt
eBoo
ks
Prin
t Mag
azin
es
Book
s
Podc
asts
Mobi
le Ap
ps
Digi
tal M
agaz
ines
Prin
t New
slette
rs
Annu
al Re
ports
Licen
sed/
Synd
icate
d Con
tent
Gam
es/G
amific
ation
87%
76% 76%
64%
Onlin
e Pre
sent
atio
ns
63%
44%
40%
51%
38%
34%35%
30%
Virtu
al C
onfe
renc
es
25%28%
22%24% 10%
73% 73%
81%80%
68%
62%
38%
27% 26% 25%
2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
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B2B content marketers have increasing confidence with most tactics.
For the fourth year in a row, b2b marketers overall have rated in-person events as the most effective tactic they use.
Best-in-class B2B marketers, however, rate blogs as the most effective tactic (79%), which surpasses how they rate in-person events (76%); only 29% of their least effective peers rate blogs as effective.
TACTIC EFFECTIVENESS
Confidence GapEffectiveness Ratings of Tactics Among B2B Users
70% 30%35%
37%38%
41%41%
40%
42%43%
65%
63%62%60%59%59%58%57%
Believe It’s Effective Believe It’s Less Effective
100 90 80 70 60 50 40 30 20 10 10 20 30 40 50 60 70 80 90 100
In-person Events
Case Studies
Webinars/Webcasts
37%63% Videos
Blogs
eNewsletters
Research Reports
White Papers
eBooks
Articles on Your Website
2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
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B2B marketers are using social media more frequently than last year.
B2B content marketers use an average of 6 social media platforms, up from 5 last year.
B2B content marketers are using every social media platform listed here more often than they did last year.
Social media platforms that had the biggest increase in use from last year to this year are SlideShare, Google+, and Instagram.
SOCIAL MEDIA USAGE
0 20 40 60 80 100
91%85%
81%73%
55%
34%
22%
40%
16%15%14%
22%
14%
LinkedInTwitterFacebookYouTubeGoogle+
PinterestSlideShare
VimeoFlickr
StumbleUponFoursquare
Tumblr14% Vine
B2B
2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
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Although adoption rates for social media are high, B2B marketers are unsure of its effectiveness.
After LinkedIn, large companies (1,000+ employees) consider YouTube to be second most effective, whereas small companies (10-99 employees) say SlideShare and Twitter are second most effective.
49% of small companies consider SlideShare effective, compared with 38% of large companies.
SOCIAL MEDIA EFFECTIVENESS
Confidence GapEffectiveness Ratings of Social Media Platforms
Among B2B Users
62% 38%50%52%55%
70%74%
60%
77%78%79%
50%48%45%
40%30%
26%23%22%21%
Believe It’s Effective Believe It’s Less Effective
100 90 80 70 60 50 40 30 20 10 10 20 30 40 50 60 70 80 90 100
YouTube
SlideShare
Vimeo
Vine
Google+
2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
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Brand awareness continues to be the top organizational goal for B2B content marketing.
B2B marketers have consistently cited brand awareness as their top goal for the last four years.
80% of the most effective B2B content marketers cite lead generation as a goal, compared with 64% of their least effective peers.
ORGANIZATIONAL GOALS
Organizational Goals for B2B Content Marketing
82%74%
71%
57%
68%64%
57%47%
45%
Brand Awareness
Lead Generation
Customer Acquisition
Customer Retention/Loyalty
Thought Leadership
Engagement
Website Traffic
SalesLead Management/Nurturing
100 20 30 40 50 60 70 80 90 100
2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
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B2B marketers have cited Web traffic and sales lead quality as their top content marketing metrics for the last three years.
b2b marketers cited each of these criterion a bit more frequently than they did last year, with the exception of direct sales, qualitative feedback from customers, inbound links, and increased customer loyalty, all of which decreased slightly. Subscriber growth was a new option.
The least effective B2B marketers place more importance on direct sales, citing it as their fourth top criterion (tied with social media sharing). The most effective marketers rank direct sales as their eighth most important criterion.
Over the last four years, direct sales has consistently gone down in importance as a measurement criterion.
MEASUREMENT
2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Metrics for B2B Content Marketing Success
54%50%
48%
39%39%
44%40%
34%
29%
21%24%
14%6%
63%
100 20 30 40 50 60 70 80 90 100
Web Traffic
Sales Lead Quality
Social Media Sharing
Sales Lead Quantity
Direct Sales
SEO Ranking
Inbound Links
32%Subscriber Growth
Cross-selling
Cost Savings
Benchmark Li� of Company Awareness
Increased Customer Loyalty
Benchmark Li� of Product/Service Awareness
Time Spent on Website
Qualitative Feedback from Customers
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58% of B2B marketers plan to increase their content marketing budget over the next 12 months.
More b2b marketers plan to increase their content marketing budgets this year, compared with last year (54%).
All b2b marketers plan to increase content marketing spending at similar rates, even those who rate themselves as least effective.
More small companies (10-99 employees) than large companies (1,000+ employees) plan to increase their content marketing budgets over the next 12 months (60% vs. 52%).
BUDGET
B2B Content Marketing Spending(Over Next 12 Months)
10%
SignificantlyIncrease
48%
Increase
32%
Remain theSame
8%
Unsure
1%
Decrease
2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
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On average, 30% of B2B marketing budgets are allocated to content marketing.
The average amount allocated to b2b content marketing rose from 26% in 2012 to 33% in 2013, and has now settled firmly in between.
The most effective B2B marketers spend a higher percentage (39%) of their budgets on content marketing than their least effective peers do (16%).
BUDGET
Percent of Total Marketing Budget Spent on B2B Content Marketing
5%11%
15%21%
12%11%
2%20%
2%
0 10 20 30
100%
75%-99%
50%-74%
25%-49%
10%-24%
5%-9%
1%-4%
0%
Unsure
Average Spent: 30%
2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
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Large B2B companies outsource content creation more frequently than small companies.
There has been no change from last year in how much content b2b marketers create in-house and how much they outsource.
There are no real differences between how much content the most effective and the least effective B2B marketers outsource.
INSOURCING VS. OUTSOURCING
Insourcing vs. Outsourcingof B2B Content Creation
In-house Only
Outsourced Only
Both
Overall/AverageLarge Companies
(1,000+ Employees)Small Companies
(10-99 Employees)
56% 28% 66%
1% 1% 1%
43% 72% 33%
2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
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Writing and design are the two functions most likely tobe outsourced.
INSOURCING VS. OUTSOURCING
Functions thatB2B Marketers Outsource
64%54%
30%22%
13%8%
5%
Writing
Design
Content Distribution/Syndication
Editing
Measurement/Analytics
Content Planning & Strategy
Buyer Persona Creation
100 20 30 40 50 60 70 80 90 100
2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
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B2B marketers most often tailor content based on industry trends.
Nearly all (95%) B2B marketers segment their content in at least one way.
The most effective B2B marketers tailor content more often by every category listed here.
SEGMENTATION
How B2B Organizations Tailor Content
59%55%
43%
0 10 20 30 40 50 60 70 80
Profile of Individual Decision Makers
65%Industry Trends
Company Characteristics
4%None
Stage in the Buying Cycle
11%Competitors’ Content
21%Personalized Content Preferences
2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
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Challenges have remained fairly consistent year over year.
Aside from lack of time, b2b marketers consistently cite producing enough content and producing the kind of content that engages as their top challenges.
Challenges are fairly similar to those of years past; however, B2B marketers are gaining strides in their ability to produce a variety of content.
CHALLENGES
Challenges that B2B Content Marketers Face
69%55%
47%39%
38%33%
26%25%
25%23%
10%15%
Lack of Time
Producing Enough Content
Producing the Kind of Content that Engages
Lack of Budget
Producing a Variety of Content
Inability to Measure Content Effectiveness
Lack of Integration Across Marketing
Inability to Collect Information from SMEs
Lack of Knowledge and Training
Lack of Buy-in/Vision
Lack of Integration Across HR
Finding Trained Content Marketing Professionals
100 20 30 40 50 60 70 80 90 100
2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
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Marketers at large companies face different challenges than marketers at small companies.
CHALLENGES
Biggest B2B Content Marketing Challenge(by Company Size)
Large Companies(1,000+ Employees)
Small Companies(10-99 Employees)
16%
15%
13%
11%
7%
5%
4%
4%
2%
1%
1%
8%
1%
9%
8%
13% 34%
5%
13%
6%
2%
3%
2%
2%
Producing the Kind ofContent that Engages
Lack of IntegrationAcross Marketing
Lack of Budget
Lack of Time
Lack of Buy-in/Vision
Inability to Collect Informationfrom SMEs
Producing Enough Content
Inability to MeasureContent Effectiveness
Lack of Knowledge and Training
Producing a Variety of Content
Finding Trained Content Marketing Professionals
Lack of Integration Across HR
2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
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B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America was produced by Content Marketing Institute and MarketingProfs and sponsored by Brightcove.
The fourth annual Content Marketing Survey, from which the results of this report were generated, was mailed electronically to a sample of marketers using lists from Content Marketing Institute, MarketingProfs, Brightcove, Blackbaud, King Content, The Association for Data-driven Marketing & Advertising (ADMA), the Direct Marketing Association UK (DMA), Industry Week, and New Equipment Digest. A total of 4,397 recipients from around the globe—representing a full range of industries, functional areas, and company sizes—responded throughout July and August 2013.
B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America reports on the findings from 1,217 (out of the total 4,397) respondents who identified themselves as B2B marketers in North America.
B2B Industry Classification
Advertising/Marketing
27%Other
18%
Consulting
Soware
Manufacturing
Internet/OnlineServices
Publishing/Media
11%12%
10%
5%
5%
5%
4%
3%
BusinessServices (Other)
Healthcare/Medical/Pharmaceutical
Banking/Accounting/Financial
Size of B2B Company(by Employees)
Micro(Fewer than
10 Employees)
30%
Small(10-99 Employees)
31%
Midsize(100-999
Employees)
Large(1,000+ Employees)
22%
19%
B2B Job Title/Function
7%6%4%4%
Sales/BusinessManagement
Consultant
Advertising/MarketingCommunications/PR
40% Corporate Management/Owner
25%
9%
ContentCreation/
Management
Marketing Administration/
SupportGeneral
Management
Other5%
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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, the largest content marketing-focused event, is held every September, and Content Marketing World Sydney, every March. CMI also produces the quarterly 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 and 2013 Inc. 500 company. View all original CMI research at www.contentmarketinginstitute.com/research.
About MarketingProfs:Marketingprofs (www.marketingprofs.com) is a marketing education and training company that offers actionable know-how designed to make you a smarter marketer. More than 600,000 MarketingProfs members rely on our free daily publications, virtual conferences, and more to stay up-to-date on the most important trends in marketing—and how to apply them to their businesses.
About Brightcove:Brightcove Inc. (NASDAQ: BCOV), a leading global provider of cloud services for video, offers a family of products used to revolutionize the way organizations deliver video experiences. The company’s products include Video Cloud, the market-leading online video platform and Zencoder, a leading cloud-based media processing service and HTML5 video player technology. Brightcove has more than 6,300 customers in over 65 countries that rely on Brightcove cloud content services to build and operate video experiences across PCs, smartphones, tablets, and connected TVs. For more information, visit http://www.brightcove.com.