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Content Marketing: 2014 Benchmarks, Budgets, and Trends–North America SPONSORED BY B2B

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Page 1: Content Marketing - Rank Fuse Interactive€¦ · Content Marketing: 2014 Benchmarks, Budgets, and Trends–North ... Even though we’ve made great strides, the industry is clearly

Content Marketing 2014 Benchmarks Budgets and TrendsndashNorth America

SpoNSored By

B2B

2SponSored by

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 wersquove 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

3SponSored by

Percentage of B2B Marketers Using Content Marketing

93

use contentmarketing

7

do notuse contentmarketing

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

93 of B2B marketers use content marketing

USAGE

Last year 91 of B2B marketers said they used content marketing

4SponSored by

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 Organizationrsquos

Use of Content Marketing

933

4114

2

Very Effective

Not At All Effective

100 20 30 40 50 60 70 80 90 100

54321

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

5SponSored by

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 OverallAverage Least Effective

66 44 11

86 73 46

15 13 10

7 6 4

39 30 16

35 47 61

bull ldquoMost Effectiverdquo = Respondents who rated their organizationrsquos use of content marketing as 4 or 5 in terms of effectiveness (on a scale of 1 to 5 with 5 being ldquoVery Effectiverdquo)bull ldquoLeast Effectiverdquo = Respondents who rated their organizationrsquos use of content marketing as 1 or 2 in terms of effectiveness (on a scale of 1 to 5 with 1 being ldquoNot At All Effectiverdquo)

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

6SponSored by

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 (1000+ employees)

STRATEGY

Percentage of B2B Marketers WhoHave a Documented Content Strategy

44

Yes49

No

6

Unsure

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

7SponSored by

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 (1000+ 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 TrendsmdashNorth America Content Marketing InstituteMarketingProfs

8SponSored by

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 TrendsmdashNorth America Content Marketing InstituteMarketingProfs

9SponSored by

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 ndash

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

sW

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

esG

amific

ation

87

76 76

64

Onlin

e Pre

sent

atio

ns

63

44

40

51

38

3435

30

Virtu

al C

onfe

renc

es

2528

2224 10

73 73

8180

68

62

38

27 26 25

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

10SponSored by

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 3035

3738

4141

40

4243

65

63626059595857

Believe Itrsquos Effective Believe Itrsquos 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

WebinarsWebcasts

3763 Videos

Blogs

eNewsletters

Research Reports

White Papers

eBooks

Articles on Your Website

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

11SponSored by

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

9185

8173

55

34

22

40

161514

22

14

LinkedInTwitterFacebookYouTubeGoogle+

PinterestSlideShare

VimeoFlickr

StumbleUponFoursquare

Instagram

Tumblr

Average Number Used 6

14 Vine

B2B

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

12SponSored by

Although adoption rates for social media are high B2B marketers are unsure of its effectiveness

After LinkedIn large companies (1000+ 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 38505255

7074

60

777879

504845

4030

26232221

Believe Itrsquos Effective Believe Itrsquos Less Effective

100 90 80 70 60 50 40 30 20 10 10 20 30 40 50 60 70 80 90 100

LinkedIn

Twitter

YouTube

SlideShare

Vimeo

Facebook

Pinterest

Vine

Google+

Instagram

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

13SponSored by

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

8274

71

57

6864

5747

45

Brand Awareness

Lead Generation

Customer Acquisition

Customer RetentionLoyalty

Thought Leadership

Engagement

Website Traffic

SalesLead ManagementNurturing

100 20 30 40 50 60 70 80 90 100

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

14SponSored by

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 very 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 TrendsmdashNorth America Content Marketing InstituteMarketingProfs

Metrics for B2B Content Marketing Success

5450

48

3939

4440

34

29

2124

146

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

32Subscriber Growth

Cross-selling

Cost Savings

Benchmark Li of Company Awareness

Increased Customer Loyalty

Benchmark Li of ProductService Awareness

Time Spent on Website

Qualitative Feedback from Customers

15SponSored by

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 (1000+ employees) are planning 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 TrendsmdashNorth America Content Marketing InstituteMarketingProfs

16SponSored by

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

511

1521

1211

220

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 TrendsmdashNorth America Content Marketing InstituteMarketingProfs

17SponSored by

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

OverallAverageLarge Companies

(1000+ Employees)Small Companies

(10-99 Employees)

56 28 66

1 1 1

43 72 33

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

18SponSored by

Writing and design are the two functions most likely tobe outsourced

INSOURCING VS OUTSOURCING

Functions thatB2B Marketers Outsource

6454

3022

138

5

Writing

Design

Content DistributionSyndication

Editing

MeasurementAnalytics

Content Planning amp Strategy

Buyer Persona Creation

100 20 30 40 50 60 70 80 90 100

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

19SponSored by

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

5955

43

0 10 20 30 40 50 60 70 80

Profile of Individual Decision Makers

65Industry Trends

Company Characteristics

4None

Stage in the Buying Cycle

11Competitorsrsquo Content

21Personalized Content Preferences

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

20SponSored by

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

6955

4739

3833

2625

2523

1015

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-inVision

Lack of Integration Across HR

Finding Trained Content Marketing Professionals

100 20 30 40 50 60 70 80 90 100

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

21SponSored by

Marketers at large companies face different challenges than marketers at smaller companies

CHALLENGES

Biggest B2B Content Marketing Challenge(by Company Size)

Large Companies(1000+ 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-inVision

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 TrendsmdashNorth America Content Marketing InstituteMarketingProfs

22SponSored by

B2B Content Marketing 2014 Benchmarks Budgets and TrendsmdashNorth 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 amp Advertising (ADMA) the Direct Marketing Association UK (DMA) Industry Week and New Equipment Digest A total of 4397 recipients from around the globemdashrepresenting a full range of industries functional areas and company sizesmdash responded throughout July and August 2013

B2B Content Marketing 2014 Benchmarks Budgets and TrendsmdashNorth America reports on the findings from 1217 (out of the total 4397) respondents who identified themselves as B2B marketers in North America

B2B Industry Classification

AdvertisingMarketing

25Other

18

Consulting

Soware

Manufacturing

InternetOnlineServices

PublishingMedia

1112

10

5

5

5

4

3

BusinessServices (Other)

HealthcareMedicalPharmaceutical

BankingAccountingFinancial

Size of B2B Company(by Employees)

Micro(Fewer than

10 Employees)

30

Small(10-99 Employees)

31

Midsize(100-999

Employees)

Large(1000+ Employees)

22

19

B2B Job TitleFunction

7

Sales Administration

Support

WebsiteTechnology Programmer

1

1

44

SalesBusinessManagement

Consultant

AdvertisingMarketingCommunicationsPR

40 Corporate ManagementOwner

25

9

ContentCreation

Management

Marketing Administration

Support

Other3

23SponSored by

About Content Marketing InstituteContent 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 CMIrsquos 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 wwwcontentmarketinginstitutecomresearch

About MarketingProfsMarketingprofs (wwwmarketingprofscom) is a marketing education and training company that offers actionable know-how designed to make you a smarter marketer More than 600000 MarketingProfs members rely on our free daily publications virtual conferences and more to stay up-to-date on the most important trends in marketingmdashand how to apply them to their businesses

About BrightcoveBrightcove 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 companyrsquos 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 6300 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 httpwwwbrightcovecom

Page 2: Content Marketing - Rank Fuse Interactive€¦ · Content Marketing: 2014 Benchmarks, Budgets, and Trends–North ... Even though we’ve made great strides, the industry is clearly

2SponSored by

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 wersquove 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

3SponSored by

Percentage of B2B Marketers Using Content Marketing

93

use contentmarketing

7

do notuse contentmarketing

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

93 of B2B marketers use content marketing

USAGE

Last year 91 of B2B marketers said they used content marketing

4SponSored by

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 Organizationrsquos

Use of Content Marketing

933

4114

2

Very Effective

Not At All Effective

100 20 30 40 50 60 70 80 90 100

54321

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

5SponSored by

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 OverallAverage Least Effective

66 44 11

86 73 46

15 13 10

7 6 4

39 30 16

35 47 61

bull ldquoMost Effectiverdquo = Respondents who rated their organizationrsquos use of content marketing as 4 or 5 in terms of effectiveness (on a scale of 1 to 5 with 5 being ldquoVery Effectiverdquo)bull ldquoLeast Effectiverdquo = Respondents who rated their organizationrsquos use of content marketing as 1 or 2 in terms of effectiveness (on a scale of 1 to 5 with 1 being ldquoNot At All Effectiverdquo)

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

6SponSored by

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 (1000+ employees)

STRATEGY

Percentage of B2B Marketers WhoHave a Documented Content Strategy

44

Yes49

No

6

Unsure

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

7SponSored by

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 (1000+ 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 TrendsmdashNorth America Content Marketing InstituteMarketingProfs

8SponSored by

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 TrendsmdashNorth America Content Marketing InstituteMarketingProfs

9SponSored by

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 ndash

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

sW

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

esG

amific

ation

87

76 76

64

Onlin

e Pre

sent

atio

ns

63

44

40

51

38

3435

30

Virtu

al C

onfe

renc

es

2528

2224 10

73 73

8180

68

62

38

27 26 25

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

10SponSored by

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 3035

3738

4141

40

4243

65

63626059595857

Believe Itrsquos Effective Believe Itrsquos 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

WebinarsWebcasts

3763 Videos

Blogs

eNewsletters

Research Reports

White Papers

eBooks

Articles on Your Website

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

11SponSored by

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

9185

8173

55

34

22

40

161514

22

14

LinkedInTwitterFacebookYouTubeGoogle+

PinterestSlideShare

VimeoFlickr

StumbleUponFoursquare

Instagram

Tumblr

Average Number Used 6

14 Vine

B2B

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

12SponSored by

Although adoption rates for social media are high B2B marketers are unsure of its effectiveness

After LinkedIn large companies (1000+ 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 38505255

7074

60

777879

504845

4030

26232221

Believe Itrsquos Effective Believe Itrsquos Less Effective

100 90 80 70 60 50 40 30 20 10 10 20 30 40 50 60 70 80 90 100

LinkedIn

Twitter

YouTube

SlideShare

Vimeo

Facebook

Pinterest

Vine

Google+

Instagram

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

13SponSored by

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

8274

71

57

6864

5747

45

Brand Awareness

Lead Generation

Customer Acquisition

Customer RetentionLoyalty

Thought Leadership

Engagement

Website Traffic

SalesLead ManagementNurturing

100 20 30 40 50 60 70 80 90 100

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

14SponSored by

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 very 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 TrendsmdashNorth America Content Marketing InstituteMarketingProfs

Metrics for B2B Content Marketing Success

5450

48

3939

4440

34

29

2124

146

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

32Subscriber Growth

Cross-selling

Cost Savings

Benchmark Li of Company Awareness

Increased Customer Loyalty

Benchmark Li of ProductService Awareness

Time Spent on Website

Qualitative Feedback from Customers

15SponSored by

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 (1000+ employees) are planning 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 TrendsmdashNorth America Content Marketing InstituteMarketingProfs

16SponSored by

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

511

1521

1211

220

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 TrendsmdashNorth America Content Marketing InstituteMarketingProfs

17SponSored by

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

OverallAverageLarge Companies

(1000+ Employees)Small Companies

(10-99 Employees)

56 28 66

1 1 1

43 72 33

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

18SponSored by

Writing and design are the two functions most likely tobe outsourced

INSOURCING VS OUTSOURCING

Functions thatB2B Marketers Outsource

6454

3022

138

5

Writing

Design

Content DistributionSyndication

Editing

MeasurementAnalytics

Content Planning amp Strategy

Buyer Persona Creation

100 20 30 40 50 60 70 80 90 100

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

19SponSored by

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

5955

43

0 10 20 30 40 50 60 70 80

Profile of Individual Decision Makers

65Industry Trends

Company Characteristics

4None

Stage in the Buying Cycle

11Competitorsrsquo Content

21Personalized Content Preferences

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

20SponSored by

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

6955

4739

3833

2625

2523

1015

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-inVision

Lack of Integration Across HR

Finding Trained Content Marketing Professionals

100 20 30 40 50 60 70 80 90 100

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

21SponSored by

Marketers at large companies face different challenges than marketers at smaller companies

CHALLENGES

Biggest B2B Content Marketing Challenge(by Company Size)

Large Companies(1000+ 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-inVision

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 TrendsmdashNorth America Content Marketing InstituteMarketingProfs

22SponSored by

B2B Content Marketing 2014 Benchmarks Budgets and TrendsmdashNorth 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 amp Advertising (ADMA) the Direct Marketing Association UK (DMA) Industry Week and New Equipment Digest A total of 4397 recipients from around the globemdashrepresenting a full range of industries functional areas and company sizesmdash responded throughout July and August 2013

B2B Content Marketing 2014 Benchmarks Budgets and TrendsmdashNorth America reports on the findings from 1217 (out of the total 4397) respondents who identified themselves as B2B marketers in North America

B2B Industry Classification

AdvertisingMarketing

25Other

18

Consulting

Soware

Manufacturing

InternetOnlineServices

PublishingMedia

1112

10

5

5

5

4

3

BusinessServices (Other)

HealthcareMedicalPharmaceutical

BankingAccountingFinancial

Size of B2B Company(by Employees)

Micro(Fewer than

10 Employees)

30

Small(10-99 Employees)

31

Midsize(100-999

Employees)

Large(1000+ Employees)

22

19

B2B Job TitleFunction

7

Sales Administration

Support

WebsiteTechnology Programmer

1

1

44

SalesBusinessManagement

Consultant

AdvertisingMarketingCommunicationsPR

40 Corporate ManagementOwner

25

9

ContentCreation

Management

Marketing Administration

Support

Other3

23SponSored by

About Content Marketing InstituteContent 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 CMIrsquos 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 wwwcontentmarketinginstitutecomresearch

About MarketingProfsMarketingprofs (wwwmarketingprofscom) is a marketing education and training company that offers actionable know-how designed to make you a smarter marketer More than 600000 MarketingProfs members rely on our free daily publications virtual conferences and more to stay up-to-date on the most important trends in marketingmdashand how to apply them to their businesses

About BrightcoveBrightcove 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 companyrsquos 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 6300 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 httpwwwbrightcovecom

Page 3: Content Marketing - Rank Fuse Interactive€¦ · Content Marketing: 2014 Benchmarks, Budgets, and Trends–North ... Even though we’ve made great strides, the industry is clearly

3SponSored by

Percentage of B2B Marketers Using Content Marketing

93

use contentmarketing

7

do notuse contentmarketing

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

93 of B2B marketers use content marketing

USAGE

Last year 91 of B2B marketers said they used content marketing

4SponSored by

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 Organizationrsquos

Use of Content Marketing

933

4114

2

Very Effective

Not At All Effective

100 20 30 40 50 60 70 80 90 100

54321

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

5SponSored by

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 OverallAverage Least Effective

66 44 11

86 73 46

15 13 10

7 6 4

39 30 16

35 47 61

bull ldquoMost Effectiverdquo = Respondents who rated their organizationrsquos use of content marketing as 4 or 5 in terms of effectiveness (on a scale of 1 to 5 with 5 being ldquoVery Effectiverdquo)bull ldquoLeast Effectiverdquo = Respondents who rated their organizationrsquos use of content marketing as 1 or 2 in terms of effectiveness (on a scale of 1 to 5 with 1 being ldquoNot At All Effectiverdquo)

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

6SponSored by

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 (1000+ employees)

STRATEGY

Percentage of B2B Marketers WhoHave a Documented Content Strategy

44

Yes49

No

6

Unsure

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

7SponSored by

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 (1000+ 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 TrendsmdashNorth America Content Marketing InstituteMarketingProfs

8SponSored by

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 TrendsmdashNorth America Content Marketing InstituteMarketingProfs

9SponSored by

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 ndash

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

sW

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

esG

amific

ation

87

76 76

64

Onlin

e Pre

sent

atio

ns

63

44

40

51

38

3435

30

Virtu

al C

onfe

renc

es

2528

2224 10

73 73

8180

68

62

38

27 26 25

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

10SponSored by

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 3035

3738

4141

40

4243

65

63626059595857

Believe Itrsquos Effective Believe Itrsquos 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

WebinarsWebcasts

3763 Videos

Blogs

eNewsletters

Research Reports

White Papers

eBooks

Articles on Your Website

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

11SponSored by

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

9185

8173

55

34

22

40

161514

22

14

LinkedInTwitterFacebookYouTubeGoogle+

PinterestSlideShare

VimeoFlickr

StumbleUponFoursquare

Instagram

Tumblr

Average Number Used 6

14 Vine

B2B

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

12SponSored by

Although adoption rates for social media are high B2B marketers are unsure of its effectiveness

After LinkedIn large companies (1000+ 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 38505255

7074

60

777879

504845

4030

26232221

Believe Itrsquos Effective Believe Itrsquos Less Effective

100 90 80 70 60 50 40 30 20 10 10 20 30 40 50 60 70 80 90 100

LinkedIn

Twitter

YouTube

SlideShare

Vimeo

Facebook

Pinterest

Vine

Google+

Instagram

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

13SponSored by

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

8274

71

57

6864

5747

45

Brand Awareness

Lead Generation

Customer Acquisition

Customer RetentionLoyalty

Thought Leadership

Engagement

Website Traffic

SalesLead ManagementNurturing

100 20 30 40 50 60 70 80 90 100

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

14SponSored by

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 very 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 TrendsmdashNorth America Content Marketing InstituteMarketingProfs

Metrics for B2B Content Marketing Success

5450

48

3939

4440

34

29

2124

146

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

32Subscriber Growth

Cross-selling

Cost Savings

Benchmark Li of Company Awareness

Increased Customer Loyalty

Benchmark Li of ProductService Awareness

Time Spent on Website

Qualitative Feedback from Customers

15SponSored by

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 (1000+ employees) are planning 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 TrendsmdashNorth America Content Marketing InstituteMarketingProfs

16SponSored by

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

511

1521

1211

220

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 TrendsmdashNorth America Content Marketing InstituteMarketingProfs

17SponSored by

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

OverallAverageLarge Companies

(1000+ Employees)Small Companies

(10-99 Employees)

56 28 66

1 1 1

43 72 33

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

18SponSored by

Writing and design are the two functions most likely tobe outsourced

INSOURCING VS OUTSOURCING

Functions thatB2B Marketers Outsource

6454

3022

138

5

Writing

Design

Content DistributionSyndication

Editing

MeasurementAnalytics

Content Planning amp Strategy

Buyer Persona Creation

100 20 30 40 50 60 70 80 90 100

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

19SponSored by

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

5955

43

0 10 20 30 40 50 60 70 80

Profile of Individual Decision Makers

65Industry Trends

Company Characteristics

4None

Stage in the Buying Cycle

11Competitorsrsquo Content

21Personalized Content Preferences

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

20SponSored by

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

6955

4739

3833

2625

2523

1015

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-inVision

Lack of Integration Across HR

Finding Trained Content Marketing Professionals

100 20 30 40 50 60 70 80 90 100

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

21SponSored by

Marketers at large companies face different challenges than marketers at smaller companies

CHALLENGES

Biggest B2B Content Marketing Challenge(by Company Size)

Large Companies(1000+ 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-inVision

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 TrendsmdashNorth America Content Marketing InstituteMarketingProfs

22SponSored by

B2B Content Marketing 2014 Benchmarks Budgets and TrendsmdashNorth 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 amp Advertising (ADMA) the Direct Marketing Association UK (DMA) Industry Week and New Equipment Digest A total of 4397 recipients from around the globemdashrepresenting a full range of industries functional areas and company sizesmdash responded throughout July and August 2013

B2B Content Marketing 2014 Benchmarks Budgets and TrendsmdashNorth America reports on the findings from 1217 (out of the total 4397) respondents who identified themselves as B2B marketers in North America

B2B Industry Classification

AdvertisingMarketing

25Other

18

Consulting

Soware

Manufacturing

InternetOnlineServices

PublishingMedia

1112

10

5

5

5

4

3

BusinessServices (Other)

HealthcareMedicalPharmaceutical

BankingAccountingFinancial

Size of B2B Company(by Employees)

Micro(Fewer than

10 Employees)

30

Small(10-99 Employees)

31

Midsize(100-999

Employees)

Large(1000+ Employees)

22

19

B2B Job TitleFunction

7

Sales Administration

Support

WebsiteTechnology Programmer

1

1

44

SalesBusinessManagement

Consultant

AdvertisingMarketingCommunicationsPR

40 Corporate ManagementOwner

25

9

ContentCreation

Management

Marketing Administration

Support

Other3

23SponSored by

About Content Marketing InstituteContent 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 CMIrsquos 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 wwwcontentmarketinginstitutecomresearch

About MarketingProfsMarketingprofs (wwwmarketingprofscom) is a marketing education and training company that offers actionable know-how designed to make you a smarter marketer More than 600000 MarketingProfs members rely on our free daily publications virtual conferences and more to stay up-to-date on the most important trends in marketingmdashand how to apply them to their businesses

About BrightcoveBrightcove 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 companyrsquos 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 6300 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 httpwwwbrightcovecom

Page 4: Content Marketing - Rank Fuse Interactive€¦ · Content Marketing: 2014 Benchmarks, Budgets, and Trends–North ... Even though we’ve made great strides, the industry is clearly

4SponSored by

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 Organizationrsquos

Use of Content Marketing

933

4114

2

Very Effective

Not At All Effective

100 20 30 40 50 60 70 80 90 100

54321

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

5SponSored by

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 OverallAverage Least Effective

66 44 11

86 73 46

15 13 10

7 6 4

39 30 16

35 47 61

bull ldquoMost Effectiverdquo = Respondents who rated their organizationrsquos use of content marketing as 4 or 5 in terms of effectiveness (on a scale of 1 to 5 with 5 being ldquoVery Effectiverdquo)bull ldquoLeast Effectiverdquo = Respondents who rated their organizationrsquos use of content marketing as 1 or 2 in terms of effectiveness (on a scale of 1 to 5 with 1 being ldquoNot At All Effectiverdquo)

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

6SponSored by

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 (1000+ employees)

STRATEGY

Percentage of B2B Marketers WhoHave a Documented Content Strategy

44

Yes49

No

6

Unsure

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

7SponSored by

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 (1000+ 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 TrendsmdashNorth America Content Marketing InstituteMarketingProfs

8SponSored by

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 TrendsmdashNorth America Content Marketing InstituteMarketingProfs

9SponSored by

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 ndash

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

sW

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

esG

amific

ation

87

76 76

64

Onlin

e Pre

sent

atio

ns

63

44

40

51

38

3435

30

Virtu

al C

onfe

renc

es

2528

2224 10

73 73

8180

68

62

38

27 26 25

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

10SponSored by

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 3035

3738

4141

40

4243

65

63626059595857

Believe Itrsquos Effective Believe Itrsquos 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

WebinarsWebcasts

3763 Videos

Blogs

eNewsletters

Research Reports

White Papers

eBooks

Articles on Your Website

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

11SponSored by

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

9185

8173

55

34

22

40

161514

22

14

LinkedInTwitterFacebookYouTubeGoogle+

PinterestSlideShare

VimeoFlickr

StumbleUponFoursquare

Instagram

Tumblr

Average Number Used 6

14 Vine

B2B

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

12SponSored by

Although adoption rates for social media are high B2B marketers are unsure of its effectiveness

After LinkedIn large companies (1000+ 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 38505255

7074

60

777879

504845

4030

26232221

Believe Itrsquos Effective Believe Itrsquos Less Effective

100 90 80 70 60 50 40 30 20 10 10 20 30 40 50 60 70 80 90 100

LinkedIn

Twitter

YouTube

SlideShare

Vimeo

Facebook

Pinterest

Vine

Google+

Instagram

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

13SponSored by

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

8274

71

57

6864

5747

45

Brand Awareness

Lead Generation

Customer Acquisition

Customer RetentionLoyalty

Thought Leadership

Engagement

Website Traffic

SalesLead ManagementNurturing

100 20 30 40 50 60 70 80 90 100

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

14SponSored by

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 very 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 TrendsmdashNorth America Content Marketing InstituteMarketingProfs

Metrics for B2B Content Marketing Success

5450

48

3939

4440

34

29

2124

146

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

32Subscriber Growth

Cross-selling

Cost Savings

Benchmark Li of Company Awareness

Increased Customer Loyalty

Benchmark Li of ProductService Awareness

Time Spent on Website

Qualitative Feedback from Customers

15SponSored by

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 (1000+ employees) are planning 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 TrendsmdashNorth America Content Marketing InstituteMarketingProfs

16SponSored by

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

511

1521

1211

220

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 TrendsmdashNorth America Content Marketing InstituteMarketingProfs

17SponSored by

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

OverallAverageLarge Companies

(1000+ Employees)Small Companies

(10-99 Employees)

56 28 66

1 1 1

43 72 33

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

18SponSored by

Writing and design are the two functions most likely tobe outsourced

INSOURCING VS OUTSOURCING

Functions thatB2B Marketers Outsource

6454

3022

138

5

Writing

Design

Content DistributionSyndication

Editing

MeasurementAnalytics

Content Planning amp Strategy

Buyer Persona Creation

100 20 30 40 50 60 70 80 90 100

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

19SponSored by

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

5955

43

0 10 20 30 40 50 60 70 80

Profile of Individual Decision Makers

65Industry Trends

Company Characteristics

4None

Stage in the Buying Cycle

11Competitorsrsquo Content

21Personalized Content Preferences

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

20SponSored by

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

6955

4739

3833

2625

2523

1015

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-inVision

Lack of Integration Across HR

Finding Trained Content Marketing Professionals

100 20 30 40 50 60 70 80 90 100

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

21SponSored by

Marketers at large companies face different challenges than marketers at smaller companies

CHALLENGES

Biggest B2B Content Marketing Challenge(by Company Size)

Large Companies(1000+ 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-inVision

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 TrendsmdashNorth America Content Marketing InstituteMarketingProfs

22SponSored by

B2B Content Marketing 2014 Benchmarks Budgets and TrendsmdashNorth 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 amp Advertising (ADMA) the Direct Marketing Association UK (DMA) Industry Week and New Equipment Digest A total of 4397 recipients from around the globemdashrepresenting a full range of industries functional areas and company sizesmdash responded throughout July and August 2013

B2B Content Marketing 2014 Benchmarks Budgets and TrendsmdashNorth America reports on the findings from 1217 (out of the total 4397) respondents who identified themselves as B2B marketers in North America

B2B Industry Classification

AdvertisingMarketing

25Other

18

Consulting

Soware

Manufacturing

InternetOnlineServices

PublishingMedia

1112

10

5

5

5

4

3

BusinessServices (Other)

HealthcareMedicalPharmaceutical

BankingAccountingFinancial

Size of B2B Company(by Employees)

Micro(Fewer than

10 Employees)

30

Small(10-99 Employees)

31

Midsize(100-999

Employees)

Large(1000+ Employees)

22

19

B2B Job TitleFunction

7

Sales Administration

Support

WebsiteTechnology Programmer

1

1

44

SalesBusinessManagement

Consultant

AdvertisingMarketingCommunicationsPR

40 Corporate ManagementOwner

25

9

ContentCreation

Management

Marketing Administration

Support

Other3

23SponSored by

About Content Marketing InstituteContent 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 CMIrsquos 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 wwwcontentmarketinginstitutecomresearch

About MarketingProfsMarketingprofs (wwwmarketingprofscom) is a marketing education and training company that offers actionable know-how designed to make you a smarter marketer More than 600000 MarketingProfs members rely on our free daily publications virtual conferences and more to stay up-to-date on the most important trends in marketingmdashand how to apply them to their businesses

About BrightcoveBrightcove 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 companyrsquos 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 6300 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 httpwwwbrightcovecom

Page 5: Content Marketing - Rank Fuse Interactive€¦ · Content Marketing: 2014 Benchmarks, Budgets, and Trends–North ... Even though we’ve made great strides, the industry is clearly

5SponSored by

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 OverallAverage Least Effective

66 44 11

86 73 46

15 13 10

7 6 4

39 30 16

35 47 61

bull ldquoMost Effectiverdquo = Respondents who rated their organizationrsquos use of content marketing as 4 or 5 in terms of effectiveness (on a scale of 1 to 5 with 5 being ldquoVery Effectiverdquo)bull ldquoLeast Effectiverdquo = Respondents who rated their organizationrsquos use of content marketing as 1 or 2 in terms of effectiveness (on a scale of 1 to 5 with 1 being ldquoNot At All Effectiverdquo)

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

6SponSored by

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 (1000+ employees)

STRATEGY

Percentage of B2B Marketers WhoHave a Documented Content Strategy

44

Yes49

No

6

Unsure

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

7SponSored by

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 (1000+ 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 TrendsmdashNorth America Content Marketing InstituteMarketingProfs

8SponSored by

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 TrendsmdashNorth America Content Marketing InstituteMarketingProfs

9SponSored by

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 ndash

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

sW

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

esG

amific

ation

87

76 76

64

Onlin

e Pre

sent

atio

ns

63

44

40

51

38

3435

30

Virtu

al C

onfe

renc

es

2528

2224 10

73 73

8180

68

62

38

27 26 25

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

10SponSored by

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 3035

3738

4141

40

4243

65

63626059595857

Believe Itrsquos Effective Believe Itrsquos 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

WebinarsWebcasts

3763 Videos

Blogs

eNewsletters

Research Reports

White Papers

eBooks

Articles on Your Website

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

11SponSored by

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

9185

8173

55

34

22

40

161514

22

14

LinkedInTwitterFacebookYouTubeGoogle+

PinterestSlideShare

VimeoFlickr

StumbleUponFoursquare

Instagram

Tumblr

Average Number Used 6

14 Vine

B2B

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

12SponSored by

Although adoption rates for social media are high B2B marketers are unsure of its effectiveness

After LinkedIn large companies (1000+ 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 38505255

7074

60

777879

504845

4030

26232221

Believe Itrsquos Effective Believe Itrsquos Less Effective

100 90 80 70 60 50 40 30 20 10 10 20 30 40 50 60 70 80 90 100

LinkedIn

Twitter

YouTube

SlideShare

Vimeo

Facebook

Pinterest

Vine

Google+

Instagram

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

13SponSored by

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

8274

71

57

6864

5747

45

Brand Awareness

Lead Generation

Customer Acquisition

Customer RetentionLoyalty

Thought Leadership

Engagement

Website Traffic

SalesLead ManagementNurturing

100 20 30 40 50 60 70 80 90 100

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

14SponSored by

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 very 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 TrendsmdashNorth America Content Marketing InstituteMarketingProfs

Metrics for B2B Content Marketing Success

5450

48

3939

4440

34

29

2124

146

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

32Subscriber Growth

Cross-selling

Cost Savings

Benchmark Li of Company Awareness

Increased Customer Loyalty

Benchmark Li of ProductService Awareness

Time Spent on Website

Qualitative Feedback from Customers

15SponSored by

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 (1000+ employees) are planning 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 TrendsmdashNorth America Content Marketing InstituteMarketingProfs

16SponSored by

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

511

1521

1211

220

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 TrendsmdashNorth America Content Marketing InstituteMarketingProfs

17SponSored by

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

OverallAverageLarge Companies

(1000+ Employees)Small Companies

(10-99 Employees)

56 28 66

1 1 1

43 72 33

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

18SponSored by

Writing and design are the two functions most likely tobe outsourced

INSOURCING VS OUTSOURCING

Functions thatB2B Marketers Outsource

6454

3022

138

5

Writing

Design

Content DistributionSyndication

Editing

MeasurementAnalytics

Content Planning amp Strategy

Buyer Persona Creation

100 20 30 40 50 60 70 80 90 100

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

19SponSored by

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

5955

43

0 10 20 30 40 50 60 70 80

Profile of Individual Decision Makers

65Industry Trends

Company Characteristics

4None

Stage in the Buying Cycle

11Competitorsrsquo Content

21Personalized Content Preferences

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

20SponSored by

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

6955

4739

3833

2625

2523

1015

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-inVision

Lack of Integration Across HR

Finding Trained Content Marketing Professionals

100 20 30 40 50 60 70 80 90 100

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

21SponSored by

Marketers at large companies face different challenges than marketers at smaller companies

CHALLENGES

Biggest B2B Content Marketing Challenge(by Company Size)

Large Companies(1000+ 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-inVision

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 TrendsmdashNorth America Content Marketing InstituteMarketingProfs

22SponSored by

B2B Content Marketing 2014 Benchmarks Budgets and TrendsmdashNorth 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 amp Advertising (ADMA) the Direct Marketing Association UK (DMA) Industry Week and New Equipment Digest A total of 4397 recipients from around the globemdashrepresenting a full range of industries functional areas and company sizesmdash responded throughout July and August 2013

B2B Content Marketing 2014 Benchmarks Budgets and TrendsmdashNorth America reports on the findings from 1217 (out of the total 4397) respondents who identified themselves as B2B marketers in North America

B2B Industry Classification

AdvertisingMarketing

25Other

18

Consulting

Soware

Manufacturing

InternetOnlineServices

PublishingMedia

1112

10

5

5

5

4

3

BusinessServices (Other)

HealthcareMedicalPharmaceutical

BankingAccountingFinancial

Size of B2B Company(by Employees)

Micro(Fewer than

10 Employees)

30

Small(10-99 Employees)

31

Midsize(100-999

Employees)

Large(1000+ Employees)

22

19

B2B Job TitleFunction

7

Sales Administration

Support

WebsiteTechnology Programmer

1

1

44

SalesBusinessManagement

Consultant

AdvertisingMarketingCommunicationsPR

40 Corporate ManagementOwner

25

9

ContentCreation

Management

Marketing Administration

Support

Other3

23SponSored by

About Content Marketing InstituteContent 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 CMIrsquos 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 wwwcontentmarketinginstitutecomresearch

About MarketingProfsMarketingprofs (wwwmarketingprofscom) is a marketing education and training company that offers actionable know-how designed to make you a smarter marketer More than 600000 MarketingProfs members rely on our free daily publications virtual conferences and more to stay up-to-date on the most important trends in marketingmdashand how to apply them to their businesses

About BrightcoveBrightcove 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 companyrsquos 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 6300 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 httpwwwbrightcovecom

Page 6: Content Marketing - Rank Fuse Interactive€¦ · Content Marketing: 2014 Benchmarks, Budgets, and Trends–North ... Even though we’ve made great strides, the industry is clearly

6SponSored by

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 (1000+ employees)

STRATEGY

Percentage of B2B Marketers WhoHave a Documented Content Strategy

44

Yes49

No

6

Unsure

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

7SponSored by

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 (1000+ 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 TrendsmdashNorth America Content Marketing InstituteMarketingProfs

8SponSored by

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 TrendsmdashNorth America Content Marketing InstituteMarketingProfs

9SponSored by

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 ndash

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

sW

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

esG

amific

ation

87

76 76

64

Onlin

e Pre

sent

atio

ns

63

44

40

51

38

3435

30

Virtu

al C

onfe

renc

es

2528

2224 10

73 73

8180

68

62

38

27 26 25

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

10SponSored by

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 3035

3738

4141

40

4243

65

63626059595857

Believe Itrsquos Effective Believe Itrsquos 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

WebinarsWebcasts

3763 Videos

Blogs

eNewsletters

Research Reports

White Papers

eBooks

Articles on Your Website

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

11SponSored by

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

9185

8173

55

34

22

40

161514

22

14

LinkedInTwitterFacebookYouTubeGoogle+

PinterestSlideShare

VimeoFlickr

StumbleUponFoursquare

Instagram

Tumblr

Average Number Used 6

14 Vine

B2B

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

12SponSored by

Although adoption rates for social media are high B2B marketers are unsure of its effectiveness

After LinkedIn large companies (1000+ 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 38505255

7074

60

777879

504845

4030

26232221

Believe Itrsquos Effective Believe Itrsquos Less Effective

100 90 80 70 60 50 40 30 20 10 10 20 30 40 50 60 70 80 90 100

LinkedIn

Twitter

YouTube

SlideShare

Vimeo

Facebook

Pinterest

Vine

Google+

Instagram

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

13SponSored by

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

8274

71

57

6864

5747

45

Brand Awareness

Lead Generation

Customer Acquisition

Customer RetentionLoyalty

Thought Leadership

Engagement

Website Traffic

SalesLead ManagementNurturing

100 20 30 40 50 60 70 80 90 100

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

14SponSored by

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 very 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 TrendsmdashNorth America Content Marketing InstituteMarketingProfs

Metrics for B2B Content Marketing Success

5450

48

3939

4440

34

29

2124

146

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

32Subscriber Growth

Cross-selling

Cost Savings

Benchmark Li of Company Awareness

Increased Customer Loyalty

Benchmark Li of ProductService Awareness

Time Spent on Website

Qualitative Feedback from Customers

15SponSored by

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 (1000+ employees) are planning 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 TrendsmdashNorth America Content Marketing InstituteMarketingProfs

16SponSored by

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

511

1521

1211

220

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 TrendsmdashNorth America Content Marketing InstituteMarketingProfs

17SponSored by

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

OverallAverageLarge Companies

(1000+ Employees)Small Companies

(10-99 Employees)

56 28 66

1 1 1

43 72 33

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

18SponSored by

Writing and design are the two functions most likely tobe outsourced

INSOURCING VS OUTSOURCING

Functions thatB2B Marketers Outsource

6454

3022

138

5

Writing

Design

Content DistributionSyndication

Editing

MeasurementAnalytics

Content Planning amp Strategy

Buyer Persona Creation

100 20 30 40 50 60 70 80 90 100

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

19SponSored by

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

5955

43

0 10 20 30 40 50 60 70 80

Profile of Individual Decision Makers

65Industry Trends

Company Characteristics

4None

Stage in the Buying Cycle

11Competitorsrsquo Content

21Personalized Content Preferences

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

20SponSored by

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

6955

4739

3833

2625

2523

1015

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-inVision

Lack of Integration Across HR

Finding Trained Content Marketing Professionals

100 20 30 40 50 60 70 80 90 100

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

21SponSored by

Marketers at large companies face different challenges than marketers at smaller companies

CHALLENGES

Biggest B2B Content Marketing Challenge(by Company Size)

Large Companies(1000+ 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-inVision

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 TrendsmdashNorth America Content Marketing InstituteMarketingProfs

22SponSored by

B2B Content Marketing 2014 Benchmarks Budgets and TrendsmdashNorth 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 amp Advertising (ADMA) the Direct Marketing Association UK (DMA) Industry Week and New Equipment Digest A total of 4397 recipients from around the globemdashrepresenting a full range of industries functional areas and company sizesmdash responded throughout July and August 2013

B2B Content Marketing 2014 Benchmarks Budgets and TrendsmdashNorth America reports on the findings from 1217 (out of the total 4397) respondents who identified themselves as B2B marketers in North America

B2B Industry Classification

AdvertisingMarketing

25Other

18

Consulting

Soware

Manufacturing

InternetOnlineServices

PublishingMedia

1112

10

5

5

5

4

3

BusinessServices (Other)

HealthcareMedicalPharmaceutical

BankingAccountingFinancial

Size of B2B Company(by Employees)

Micro(Fewer than

10 Employees)

30

Small(10-99 Employees)

31

Midsize(100-999

Employees)

Large(1000+ Employees)

22

19

B2B Job TitleFunction

7

Sales Administration

Support

WebsiteTechnology Programmer

1

1

44

SalesBusinessManagement

Consultant

AdvertisingMarketingCommunicationsPR

40 Corporate ManagementOwner

25

9

ContentCreation

Management

Marketing Administration

Support

Other3

23SponSored by

About Content Marketing InstituteContent 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 CMIrsquos 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 wwwcontentmarketinginstitutecomresearch

About MarketingProfsMarketingprofs (wwwmarketingprofscom) is a marketing education and training company that offers actionable know-how designed to make you a smarter marketer More than 600000 MarketingProfs members rely on our free daily publications virtual conferences and more to stay up-to-date on the most important trends in marketingmdashand how to apply them to their businesses

About BrightcoveBrightcove 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 companyrsquos 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 6300 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 httpwwwbrightcovecom

Page 7: Content Marketing - Rank Fuse Interactive€¦ · Content Marketing: 2014 Benchmarks, Budgets, and Trends–North ... Even though we’ve made great strides, the industry is clearly

7SponSored by

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 (1000+ 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 TrendsmdashNorth America Content Marketing InstituteMarketingProfs

8SponSored by

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 TrendsmdashNorth America Content Marketing InstituteMarketingProfs

9SponSored by

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 ndash

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

sW

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

esG

amific

ation

87

76 76

64

Onlin

e Pre

sent

atio

ns

63

44

40

51

38

3435

30

Virtu

al C

onfe

renc

es

2528

2224 10

73 73

8180

68

62

38

27 26 25

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

10SponSored by

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 3035

3738

4141

40

4243

65

63626059595857

Believe Itrsquos Effective Believe Itrsquos 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

WebinarsWebcasts

3763 Videos

Blogs

eNewsletters

Research Reports

White Papers

eBooks

Articles on Your Website

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

11SponSored by

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

9185

8173

55

34

22

40

161514

22

14

LinkedInTwitterFacebookYouTubeGoogle+

PinterestSlideShare

VimeoFlickr

StumbleUponFoursquare

Instagram

Tumblr

Average Number Used 6

14 Vine

B2B

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

12SponSored by

Although adoption rates for social media are high B2B marketers are unsure of its effectiveness

After LinkedIn large companies (1000+ 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 38505255

7074

60

777879

504845

4030

26232221

Believe Itrsquos Effective Believe Itrsquos Less Effective

100 90 80 70 60 50 40 30 20 10 10 20 30 40 50 60 70 80 90 100

LinkedIn

Twitter

YouTube

SlideShare

Vimeo

Facebook

Pinterest

Vine

Google+

Instagram

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

13SponSored by

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

8274

71

57

6864

5747

45

Brand Awareness

Lead Generation

Customer Acquisition

Customer RetentionLoyalty

Thought Leadership

Engagement

Website Traffic

SalesLead ManagementNurturing

100 20 30 40 50 60 70 80 90 100

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

14SponSored by

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 very 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 TrendsmdashNorth America Content Marketing InstituteMarketingProfs

Metrics for B2B Content Marketing Success

5450

48

3939

4440

34

29

2124

146

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

32Subscriber Growth

Cross-selling

Cost Savings

Benchmark Li of Company Awareness

Increased Customer Loyalty

Benchmark Li of ProductService Awareness

Time Spent on Website

Qualitative Feedback from Customers

15SponSored by

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 (1000+ employees) are planning 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 TrendsmdashNorth America Content Marketing InstituteMarketingProfs

16SponSored by

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

511

1521

1211

220

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 TrendsmdashNorth America Content Marketing InstituteMarketingProfs

17SponSored by

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

OverallAverageLarge Companies

(1000+ Employees)Small Companies

(10-99 Employees)

56 28 66

1 1 1

43 72 33

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

18SponSored by

Writing and design are the two functions most likely tobe outsourced

INSOURCING VS OUTSOURCING

Functions thatB2B Marketers Outsource

6454

3022

138

5

Writing

Design

Content DistributionSyndication

Editing

MeasurementAnalytics

Content Planning amp Strategy

Buyer Persona Creation

100 20 30 40 50 60 70 80 90 100

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

19SponSored by

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

5955

43

0 10 20 30 40 50 60 70 80

Profile of Individual Decision Makers

65Industry Trends

Company Characteristics

4None

Stage in the Buying Cycle

11Competitorsrsquo Content

21Personalized Content Preferences

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

20SponSored by

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

6955

4739

3833

2625

2523

1015

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-inVision

Lack of Integration Across HR

Finding Trained Content Marketing Professionals

100 20 30 40 50 60 70 80 90 100

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

21SponSored by

Marketers at large companies face different challenges than marketers at smaller companies

CHALLENGES

Biggest B2B Content Marketing Challenge(by Company Size)

Large Companies(1000+ 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-inVision

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 TrendsmdashNorth America Content Marketing InstituteMarketingProfs

22SponSored by

B2B Content Marketing 2014 Benchmarks Budgets and TrendsmdashNorth 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 amp Advertising (ADMA) the Direct Marketing Association UK (DMA) Industry Week and New Equipment Digest A total of 4397 recipients from around the globemdashrepresenting a full range of industries functional areas and company sizesmdash responded throughout July and August 2013

B2B Content Marketing 2014 Benchmarks Budgets and TrendsmdashNorth America reports on the findings from 1217 (out of the total 4397) respondents who identified themselves as B2B marketers in North America

B2B Industry Classification

AdvertisingMarketing

25Other

18

Consulting

Soware

Manufacturing

InternetOnlineServices

PublishingMedia

1112

10

5

5

5

4

3

BusinessServices (Other)

HealthcareMedicalPharmaceutical

BankingAccountingFinancial

Size of B2B Company(by Employees)

Micro(Fewer than

10 Employees)

30

Small(10-99 Employees)

31

Midsize(100-999

Employees)

Large(1000+ Employees)

22

19

B2B Job TitleFunction

7

Sales Administration

Support

WebsiteTechnology Programmer

1

1

44

SalesBusinessManagement

Consultant

AdvertisingMarketingCommunicationsPR

40 Corporate ManagementOwner

25

9

ContentCreation

Management

Marketing Administration

Support

Other3

23SponSored by

About Content Marketing InstituteContent 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 CMIrsquos 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 wwwcontentmarketinginstitutecomresearch

About MarketingProfsMarketingprofs (wwwmarketingprofscom) is a marketing education and training company that offers actionable know-how designed to make you a smarter marketer More than 600000 MarketingProfs members rely on our free daily publications virtual conferences and more to stay up-to-date on the most important trends in marketingmdashand how to apply them to their businesses

About BrightcoveBrightcove 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 companyrsquos 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 6300 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 httpwwwbrightcovecom

Page 8: Content Marketing - Rank Fuse Interactive€¦ · Content Marketing: 2014 Benchmarks, Budgets, and Trends–North ... Even though we’ve made great strides, the industry is clearly

8SponSored by

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 TrendsmdashNorth America Content Marketing InstituteMarketingProfs

9SponSored by

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 ndash

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

sW

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

esG

amific

ation

87

76 76

64

Onlin

e Pre

sent

atio

ns

63

44

40

51

38

3435

30

Virtu

al C

onfe

renc

es

2528

2224 10

73 73

8180

68

62

38

27 26 25

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

10SponSored by

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 3035

3738

4141

40

4243

65

63626059595857

Believe Itrsquos Effective Believe Itrsquos 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

WebinarsWebcasts

3763 Videos

Blogs

eNewsletters

Research Reports

White Papers

eBooks

Articles on Your Website

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

11SponSored by

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

9185

8173

55

34

22

40

161514

22

14

LinkedInTwitterFacebookYouTubeGoogle+

PinterestSlideShare

VimeoFlickr

StumbleUponFoursquare

Instagram

Tumblr

Average Number Used 6

14 Vine

B2B

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

12SponSored by

Although adoption rates for social media are high B2B marketers are unsure of its effectiveness

After LinkedIn large companies (1000+ 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 38505255

7074

60

777879

504845

4030

26232221

Believe Itrsquos Effective Believe Itrsquos Less Effective

100 90 80 70 60 50 40 30 20 10 10 20 30 40 50 60 70 80 90 100

LinkedIn

Twitter

YouTube

SlideShare

Vimeo

Facebook

Pinterest

Vine

Google+

Instagram

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

13SponSored by

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

8274

71

57

6864

5747

45

Brand Awareness

Lead Generation

Customer Acquisition

Customer RetentionLoyalty

Thought Leadership

Engagement

Website Traffic

SalesLead ManagementNurturing

100 20 30 40 50 60 70 80 90 100

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

14SponSored by

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 very 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 TrendsmdashNorth America Content Marketing InstituteMarketingProfs

Metrics for B2B Content Marketing Success

5450

48

3939

4440

34

29

2124

146

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

32Subscriber Growth

Cross-selling

Cost Savings

Benchmark Li of Company Awareness

Increased Customer Loyalty

Benchmark Li of ProductService Awareness

Time Spent on Website

Qualitative Feedback from Customers

15SponSored by

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 (1000+ employees) are planning 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 TrendsmdashNorth America Content Marketing InstituteMarketingProfs

16SponSored by

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

511

1521

1211

220

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 TrendsmdashNorth America Content Marketing InstituteMarketingProfs

17SponSored by

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

OverallAverageLarge Companies

(1000+ Employees)Small Companies

(10-99 Employees)

56 28 66

1 1 1

43 72 33

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

18SponSored by

Writing and design are the two functions most likely tobe outsourced

INSOURCING VS OUTSOURCING

Functions thatB2B Marketers Outsource

6454

3022

138

5

Writing

Design

Content DistributionSyndication

Editing

MeasurementAnalytics

Content Planning amp Strategy

Buyer Persona Creation

100 20 30 40 50 60 70 80 90 100

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

19SponSored by

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

5955

43

0 10 20 30 40 50 60 70 80

Profile of Individual Decision Makers

65Industry Trends

Company Characteristics

4None

Stage in the Buying Cycle

11Competitorsrsquo Content

21Personalized Content Preferences

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

20SponSored by

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

6955

4739

3833

2625

2523

1015

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-inVision

Lack of Integration Across HR

Finding Trained Content Marketing Professionals

100 20 30 40 50 60 70 80 90 100

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

21SponSored by

Marketers at large companies face different challenges than marketers at smaller companies

CHALLENGES

Biggest B2B Content Marketing Challenge(by Company Size)

Large Companies(1000+ 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-inVision

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 TrendsmdashNorth America Content Marketing InstituteMarketingProfs

22SponSored by

B2B Content Marketing 2014 Benchmarks Budgets and TrendsmdashNorth 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 amp Advertising (ADMA) the Direct Marketing Association UK (DMA) Industry Week and New Equipment Digest A total of 4397 recipients from around the globemdashrepresenting a full range of industries functional areas and company sizesmdash responded throughout July and August 2013

B2B Content Marketing 2014 Benchmarks Budgets and TrendsmdashNorth America reports on the findings from 1217 (out of the total 4397) respondents who identified themselves as B2B marketers in North America

B2B Industry Classification

AdvertisingMarketing

25Other

18

Consulting

Soware

Manufacturing

InternetOnlineServices

PublishingMedia

1112

10

5

5

5

4

3

BusinessServices (Other)

HealthcareMedicalPharmaceutical

BankingAccountingFinancial

Size of B2B Company(by Employees)

Micro(Fewer than

10 Employees)

30

Small(10-99 Employees)

31

Midsize(100-999

Employees)

Large(1000+ Employees)

22

19

B2B Job TitleFunction

7

Sales Administration

Support

WebsiteTechnology Programmer

1

1

44

SalesBusinessManagement

Consultant

AdvertisingMarketingCommunicationsPR

40 Corporate ManagementOwner

25

9

ContentCreation

Management

Marketing Administration

Support

Other3

23SponSored by

About Content Marketing InstituteContent 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 CMIrsquos 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 wwwcontentmarketinginstitutecomresearch

About MarketingProfsMarketingprofs (wwwmarketingprofscom) is a marketing education and training company that offers actionable know-how designed to make you a smarter marketer More than 600000 MarketingProfs members rely on our free daily publications virtual conferences and more to stay up-to-date on the most important trends in marketingmdashand how to apply them to their businesses

About BrightcoveBrightcove 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 companyrsquos 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 6300 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 httpwwwbrightcovecom

Page 9: Content Marketing - Rank Fuse Interactive€¦ · Content Marketing: 2014 Benchmarks, Budgets, and Trends–North ... Even though we’ve made great strides, the industry is clearly

9SponSored by

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 ndash

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

sW

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

esG

amific

ation

87

76 76

64

Onlin

e Pre

sent

atio

ns

63

44

40

51

38

3435

30

Virtu

al C

onfe

renc

es

2528

2224 10

73 73

8180

68

62

38

27 26 25

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

10SponSored by

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 3035

3738

4141

40

4243

65

63626059595857

Believe Itrsquos Effective Believe Itrsquos 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

WebinarsWebcasts

3763 Videos

Blogs

eNewsletters

Research Reports

White Papers

eBooks

Articles on Your Website

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

11SponSored by

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

9185

8173

55

34

22

40

161514

22

14

LinkedInTwitterFacebookYouTubeGoogle+

PinterestSlideShare

VimeoFlickr

StumbleUponFoursquare

Instagram

Tumblr

Average Number Used 6

14 Vine

B2B

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

12SponSored by

Although adoption rates for social media are high B2B marketers are unsure of its effectiveness

After LinkedIn large companies (1000+ 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 38505255

7074

60

777879

504845

4030

26232221

Believe Itrsquos Effective Believe Itrsquos Less Effective

100 90 80 70 60 50 40 30 20 10 10 20 30 40 50 60 70 80 90 100

LinkedIn

Twitter

YouTube

SlideShare

Vimeo

Facebook

Pinterest

Vine

Google+

Instagram

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

13SponSored by

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

8274

71

57

6864

5747

45

Brand Awareness

Lead Generation

Customer Acquisition

Customer RetentionLoyalty

Thought Leadership

Engagement

Website Traffic

SalesLead ManagementNurturing

100 20 30 40 50 60 70 80 90 100

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

14SponSored by

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 very 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 TrendsmdashNorth America Content Marketing InstituteMarketingProfs

Metrics for B2B Content Marketing Success

5450

48

3939

4440

34

29

2124

146

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

32Subscriber Growth

Cross-selling

Cost Savings

Benchmark Li of Company Awareness

Increased Customer Loyalty

Benchmark Li of ProductService Awareness

Time Spent on Website

Qualitative Feedback from Customers

15SponSored by

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 (1000+ employees) are planning 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 TrendsmdashNorth America Content Marketing InstituteMarketingProfs

16SponSored by

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

511

1521

1211

220

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 TrendsmdashNorth America Content Marketing InstituteMarketingProfs

17SponSored by

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

OverallAverageLarge Companies

(1000+ Employees)Small Companies

(10-99 Employees)

56 28 66

1 1 1

43 72 33

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

18SponSored by

Writing and design are the two functions most likely tobe outsourced

INSOURCING VS OUTSOURCING

Functions thatB2B Marketers Outsource

6454

3022

138

5

Writing

Design

Content DistributionSyndication

Editing

MeasurementAnalytics

Content Planning amp Strategy

Buyer Persona Creation

100 20 30 40 50 60 70 80 90 100

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

19SponSored by

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

5955

43

0 10 20 30 40 50 60 70 80

Profile of Individual Decision Makers

65Industry Trends

Company Characteristics

4None

Stage in the Buying Cycle

11Competitorsrsquo Content

21Personalized Content Preferences

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

20SponSored by

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

6955

4739

3833

2625

2523

1015

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-inVision

Lack of Integration Across HR

Finding Trained Content Marketing Professionals

100 20 30 40 50 60 70 80 90 100

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

21SponSored by

Marketers at large companies face different challenges than marketers at smaller companies

CHALLENGES

Biggest B2B Content Marketing Challenge(by Company Size)

Large Companies(1000+ 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-inVision

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 TrendsmdashNorth America Content Marketing InstituteMarketingProfs

22SponSored by

B2B Content Marketing 2014 Benchmarks Budgets and TrendsmdashNorth 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 amp Advertising (ADMA) the Direct Marketing Association UK (DMA) Industry Week and New Equipment Digest A total of 4397 recipients from around the globemdashrepresenting a full range of industries functional areas and company sizesmdash responded throughout July and August 2013

B2B Content Marketing 2014 Benchmarks Budgets and TrendsmdashNorth America reports on the findings from 1217 (out of the total 4397) respondents who identified themselves as B2B marketers in North America

B2B Industry Classification

AdvertisingMarketing

25Other

18

Consulting

Soware

Manufacturing

InternetOnlineServices

PublishingMedia

1112

10

5

5

5

4

3

BusinessServices (Other)

HealthcareMedicalPharmaceutical

BankingAccountingFinancial

Size of B2B Company(by Employees)

Micro(Fewer than

10 Employees)

30

Small(10-99 Employees)

31

Midsize(100-999

Employees)

Large(1000+ Employees)

22

19

B2B Job TitleFunction

7

Sales Administration

Support

WebsiteTechnology Programmer

1

1

44

SalesBusinessManagement

Consultant

AdvertisingMarketingCommunicationsPR

40 Corporate ManagementOwner

25

9

ContentCreation

Management

Marketing Administration

Support

Other3

23SponSored by

About Content Marketing InstituteContent 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 CMIrsquos 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 wwwcontentmarketinginstitutecomresearch

About MarketingProfsMarketingprofs (wwwmarketingprofscom) is a marketing education and training company that offers actionable know-how designed to make you a smarter marketer More than 600000 MarketingProfs members rely on our free daily publications virtual conferences and more to stay up-to-date on the most important trends in marketingmdashand how to apply them to their businesses

About BrightcoveBrightcove 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 companyrsquos 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 6300 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 httpwwwbrightcovecom

Page 10: Content Marketing - Rank Fuse Interactive€¦ · Content Marketing: 2014 Benchmarks, Budgets, and Trends–North ... Even though we’ve made great strides, the industry is clearly

10SponSored by

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 3035

3738

4141

40

4243

65

63626059595857

Believe Itrsquos Effective Believe Itrsquos 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

WebinarsWebcasts

3763 Videos

Blogs

eNewsletters

Research Reports

White Papers

eBooks

Articles on Your Website

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

11SponSored by

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

9185

8173

55

34

22

40

161514

22

14

LinkedInTwitterFacebookYouTubeGoogle+

PinterestSlideShare

VimeoFlickr

StumbleUponFoursquare

Instagram

Tumblr

Average Number Used 6

14 Vine

B2B

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

12SponSored by

Although adoption rates for social media are high B2B marketers are unsure of its effectiveness

After LinkedIn large companies (1000+ 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 38505255

7074

60

777879

504845

4030

26232221

Believe Itrsquos Effective Believe Itrsquos Less Effective

100 90 80 70 60 50 40 30 20 10 10 20 30 40 50 60 70 80 90 100

LinkedIn

Twitter

YouTube

SlideShare

Vimeo

Facebook

Pinterest

Vine

Google+

Instagram

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

13SponSored by

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

8274

71

57

6864

5747

45

Brand Awareness

Lead Generation

Customer Acquisition

Customer RetentionLoyalty

Thought Leadership

Engagement

Website Traffic

SalesLead ManagementNurturing

100 20 30 40 50 60 70 80 90 100

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

14SponSored by

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 very 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 TrendsmdashNorth America Content Marketing InstituteMarketingProfs

Metrics for B2B Content Marketing Success

5450

48

3939

4440

34

29

2124

146

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

32Subscriber Growth

Cross-selling

Cost Savings

Benchmark Li of Company Awareness

Increased Customer Loyalty

Benchmark Li of ProductService Awareness

Time Spent on Website

Qualitative Feedback from Customers

15SponSored by

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 (1000+ employees) are planning 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 TrendsmdashNorth America Content Marketing InstituteMarketingProfs

16SponSored by

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

511

1521

1211

220

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 TrendsmdashNorth America Content Marketing InstituteMarketingProfs

17SponSored by

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

OverallAverageLarge Companies

(1000+ Employees)Small Companies

(10-99 Employees)

56 28 66

1 1 1

43 72 33

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

18SponSored by

Writing and design are the two functions most likely tobe outsourced

INSOURCING VS OUTSOURCING

Functions thatB2B Marketers Outsource

6454

3022

138

5

Writing

Design

Content DistributionSyndication

Editing

MeasurementAnalytics

Content Planning amp Strategy

Buyer Persona Creation

100 20 30 40 50 60 70 80 90 100

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

19SponSored by

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

5955

43

0 10 20 30 40 50 60 70 80

Profile of Individual Decision Makers

65Industry Trends

Company Characteristics

4None

Stage in the Buying Cycle

11Competitorsrsquo Content

21Personalized Content Preferences

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

20SponSored by

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

6955

4739

3833

2625

2523

1015

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-inVision

Lack of Integration Across HR

Finding Trained Content Marketing Professionals

100 20 30 40 50 60 70 80 90 100

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

21SponSored by

Marketers at large companies face different challenges than marketers at smaller companies

CHALLENGES

Biggest B2B Content Marketing Challenge(by Company Size)

Large Companies(1000+ 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-inVision

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 TrendsmdashNorth America Content Marketing InstituteMarketingProfs

22SponSored by

B2B Content Marketing 2014 Benchmarks Budgets and TrendsmdashNorth 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 amp Advertising (ADMA) the Direct Marketing Association UK (DMA) Industry Week and New Equipment Digest A total of 4397 recipients from around the globemdashrepresenting a full range of industries functional areas and company sizesmdash responded throughout July and August 2013

B2B Content Marketing 2014 Benchmarks Budgets and TrendsmdashNorth America reports on the findings from 1217 (out of the total 4397) respondents who identified themselves as B2B marketers in North America

B2B Industry Classification

AdvertisingMarketing

25Other

18

Consulting

Soware

Manufacturing

InternetOnlineServices

PublishingMedia

1112

10

5

5

5

4

3

BusinessServices (Other)

HealthcareMedicalPharmaceutical

BankingAccountingFinancial

Size of B2B Company(by Employees)

Micro(Fewer than

10 Employees)

30

Small(10-99 Employees)

31

Midsize(100-999

Employees)

Large(1000+ Employees)

22

19

B2B Job TitleFunction

7

Sales Administration

Support

WebsiteTechnology Programmer

1

1

44

SalesBusinessManagement

Consultant

AdvertisingMarketingCommunicationsPR

40 Corporate ManagementOwner

25

9

ContentCreation

Management

Marketing Administration

Support

Other3

23SponSored by

About Content Marketing InstituteContent 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 CMIrsquos 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 wwwcontentmarketinginstitutecomresearch

About MarketingProfsMarketingprofs (wwwmarketingprofscom) is a marketing education and training company that offers actionable know-how designed to make you a smarter marketer More than 600000 MarketingProfs members rely on our free daily publications virtual conferences and more to stay up-to-date on the most important trends in marketingmdashand how to apply them to their businesses

About BrightcoveBrightcove 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 companyrsquos 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 6300 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 httpwwwbrightcovecom

Page 11: Content Marketing - Rank Fuse Interactive€¦ · Content Marketing: 2014 Benchmarks, Budgets, and Trends–North ... Even though we’ve made great strides, the industry is clearly

11SponSored by

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

9185

8173

55

34

22

40

161514

22

14

LinkedInTwitterFacebookYouTubeGoogle+

PinterestSlideShare

VimeoFlickr

StumbleUponFoursquare

Instagram

Tumblr

Average Number Used 6

14 Vine

B2B

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

12SponSored by

Although adoption rates for social media are high B2B marketers are unsure of its effectiveness

After LinkedIn large companies (1000+ 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 38505255

7074

60

777879

504845

4030

26232221

Believe Itrsquos Effective Believe Itrsquos Less Effective

100 90 80 70 60 50 40 30 20 10 10 20 30 40 50 60 70 80 90 100

LinkedIn

Twitter

YouTube

SlideShare

Vimeo

Facebook

Pinterest

Vine

Google+

Instagram

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

13SponSored by

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

8274

71

57

6864

5747

45

Brand Awareness

Lead Generation

Customer Acquisition

Customer RetentionLoyalty

Thought Leadership

Engagement

Website Traffic

SalesLead ManagementNurturing

100 20 30 40 50 60 70 80 90 100

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

14SponSored by

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 very 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 TrendsmdashNorth America Content Marketing InstituteMarketingProfs

Metrics for B2B Content Marketing Success

5450

48

3939

4440

34

29

2124

146

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

32Subscriber Growth

Cross-selling

Cost Savings

Benchmark Li of Company Awareness

Increased Customer Loyalty

Benchmark Li of ProductService Awareness

Time Spent on Website

Qualitative Feedback from Customers

15SponSored by

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 (1000+ employees) are planning 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 TrendsmdashNorth America Content Marketing InstituteMarketingProfs

16SponSored by

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

511

1521

1211

220

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 TrendsmdashNorth America Content Marketing InstituteMarketingProfs

17SponSored by

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

OverallAverageLarge Companies

(1000+ Employees)Small Companies

(10-99 Employees)

56 28 66

1 1 1

43 72 33

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

18SponSored by

Writing and design are the two functions most likely tobe outsourced

INSOURCING VS OUTSOURCING

Functions thatB2B Marketers Outsource

6454

3022

138

5

Writing

Design

Content DistributionSyndication

Editing

MeasurementAnalytics

Content Planning amp Strategy

Buyer Persona Creation

100 20 30 40 50 60 70 80 90 100

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

19SponSored by

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

5955

43

0 10 20 30 40 50 60 70 80

Profile of Individual Decision Makers

65Industry Trends

Company Characteristics

4None

Stage in the Buying Cycle

11Competitorsrsquo Content

21Personalized Content Preferences

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

20SponSored by

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

6955

4739

3833

2625

2523

1015

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-inVision

Lack of Integration Across HR

Finding Trained Content Marketing Professionals

100 20 30 40 50 60 70 80 90 100

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

21SponSored by

Marketers at large companies face different challenges than marketers at smaller companies

CHALLENGES

Biggest B2B Content Marketing Challenge(by Company Size)

Large Companies(1000+ 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-inVision

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 TrendsmdashNorth America Content Marketing InstituteMarketingProfs

22SponSored by

B2B Content Marketing 2014 Benchmarks Budgets and TrendsmdashNorth 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 amp Advertising (ADMA) the Direct Marketing Association UK (DMA) Industry Week and New Equipment Digest A total of 4397 recipients from around the globemdashrepresenting a full range of industries functional areas and company sizesmdash responded throughout July and August 2013

B2B Content Marketing 2014 Benchmarks Budgets and TrendsmdashNorth America reports on the findings from 1217 (out of the total 4397) respondents who identified themselves as B2B marketers in North America

B2B Industry Classification

AdvertisingMarketing

25Other

18

Consulting

Soware

Manufacturing

InternetOnlineServices

PublishingMedia

1112

10

5

5

5

4

3

BusinessServices (Other)

HealthcareMedicalPharmaceutical

BankingAccountingFinancial

Size of B2B Company(by Employees)

Micro(Fewer than

10 Employees)

30

Small(10-99 Employees)

31

Midsize(100-999

Employees)

Large(1000+ Employees)

22

19

B2B Job TitleFunction

7

Sales Administration

Support

WebsiteTechnology Programmer

1

1

44

SalesBusinessManagement

Consultant

AdvertisingMarketingCommunicationsPR

40 Corporate ManagementOwner

25

9

ContentCreation

Management

Marketing Administration

Support

Other3

23SponSored by

About Content Marketing InstituteContent 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 CMIrsquos 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 wwwcontentmarketinginstitutecomresearch

About MarketingProfsMarketingprofs (wwwmarketingprofscom) is a marketing education and training company that offers actionable know-how designed to make you a smarter marketer More than 600000 MarketingProfs members rely on our free daily publications virtual conferences and more to stay up-to-date on the most important trends in marketingmdashand how to apply them to their businesses

About BrightcoveBrightcove 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 companyrsquos 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 6300 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 httpwwwbrightcovecom

Page 12: Content Marketing - Rank Fuse Interactive€¦ · Content Marketing: 2014 Benchmarks, Budgets, and Trends–North ... Even though we’ve made great strides, the industry is clearly

12SponSored by

Although adoption rates for social media are high B2B marketers are unsure of its effectiveness

After LinkedIn large companies (1000+ 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 38505255

7074

60

777879

504845

4030

26232221

Believe Itrsquos Effective Believe Itrsquos Less Effective

100 90 80 70 60 50 40 30 20 10 10 20 30 40 50 60 70 80 90 100

LinkedIn

Twitter

YouTube

SlideShare

Vimeo

Facebook

Pinterest

Vine

Google+

Instagram

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

13SponSored by

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

8274

71

57

6864

5747

45

Brand Awareness

Lead Generation

Customer Acquisition

Customer RetentionLoyalty

Thought Leadership

Engagement

Website Traffic

SalesLead ManagementNurturing

100 20 30 40 50 60 70 80 90 100

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

14SponSored by

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 very 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 TrendsmdashNorth America Content Marketing InstituteMarketingProfs

Metrics for B2B Content Marketing Success

5450

48

3939

4440

34

29

2124

146

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

32Subscriber Growth

Cross-selling

Cost Savings

Benchmark Li of Company Awareness

Increased Customer Loyalty

Benchmark Li of ProductService Awareness

Time Spent on Website

Qualitative Feedback from Customers

15SponSored by

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 (1000+ employees) are planning 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 TrendsmdashNorth America Content Marketing InstituteMarketingProfs

16SponSored by

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

511

1521

1211

220

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 TrendsmdashNorth America Content Marketing InstituteMarketingProfs

17SponSored by

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

OverallAverageLarge Companies

(1000+ Employees)Small Companies

(10-99 Employees)

56 28 66

1 1 1

43 72 33

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

18SponSored by

Writing and design are the two functions most likely tobe outsourced

INSOURCING VS OUTSOURCING

Functions thatB2B Marketers Outsource

6454

3022

138

5

Writing

Design

Content DistributionSyndication

Editing

MeasurementAnalytics

Content Planning amp Strategy

Buyer Persona Creation

100 20 30 40 50 60 70 80 90 100

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

19SponSored by

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

5955

43

0 10 20 30 40 50 60 70 80

Profile of Individual Decision Makers

65Industry Trends

Company Characteristics

4None

Stage in the Buying Cycle

11Competitorsrsquo Content

21Personalized Content Preferences

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

20SponSored by

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

6955

4739

3833

2625

2523

1015

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-inVision

Lack of Integration Across HR

Finding Trained Content Marketing Professionals

100 20 30 40 50 60 70 80 90 100

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

21SponSored by

Marketers at large companies face different challenges than marketers at smaller companies

CHALLENGES

Biggest B2B Content Marketing Challenge(by Company Size)

Large Companies(1000+ 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-inVision

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 TrendsmdashNorth America Content Marketing InstituteMarketingProfs

22SponSored by

B2B Content Marketing 2014 Benchmarks Budgets and TrendsmdashNorth 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 amp Advertising (ADMA) the Direct Marketing Association UK (DMA) Industry Week and New Equipment Digest A total of 4397 recipients from around the globemdashrepresenting a full range of industries functional areas and company sizesmdash responded throughout July and August 2013

B2B Content Marketing 2014 Benchmarks Budgets and TrendsmdashNorth America reports on the findings from 1217 (out of the total 4397) respondents who identified themselves as B2B marketers in North America

B2B Industry Classification

AdvertisingMarketing

25Other

18

Consulting

Soware

Manufacturing

InternetOnlineServices

PublishingMedia

1112

10

5

5

5

4

3

BusinessServices (Other)

HealthcareMedicalPharmaceutical

BankingAccountingFinancial

Size of B2B Company(by Employees)

Micro(Fewer than

10 Employees)

30

Small(10-99 Employees)

31

Midsize(100-999

Employees)

Large(1000+ Employees)

22

19

B2B Job TitleFunction

7

Sales Administration

Support

WebsiteTechnology Programmer

1

1

44

SalesBusinessManagement

Consultant

AdvertisingMarketingCommunicationsPR

40 Corporate ManagementOwner

25

9

ContentCreation

Management

Marketing Administration

Support

Other3

23SponSored by

About Content Marketing InstituteContent 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 CMIrsquos 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 wwwcontentmarketinginstitutecomresearch

About MarketingProfsMarketingprofs (wwwmarketingprofscom) is a marketing education and training company that offers actionable know-how designed to make you a smarter marketer More than 600000 MarketingProfs members rely on our free daily publications virtual conferences and more to stay up-to-date on the most important trends in marketingmdashand how to apply them to their businesses

About BrightcoveBrightcove 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 companyrsquos 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 6300 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 httpwwwbrightcovecom

Page 13: Content Marketing - Rank Fuse Interactive€¦ · Content Marketing: 2014 Benchmarks, Budgets, and Trends–North ... Even though we’ve made great strides, the industry is clearly

13SponSored by

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

8274

71

57

6864

5747

45

Brand Awareness

Lead Generation

Customer Acquisition

Customer RetentionLoyalty

Thought Leadership

Engagement

Website Traffic

SalesLead ManagementNurturing

100 20 30 40 50 60 70 80 90 100

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

14SponSored by

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 very 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 TrendsmdashNorth America Content Marketing InstituteMarketingProfs

Metrics for B2B Content Marketing Success

5450

48

3939

4440

34

29

2124

146

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

32Subscriber Growth

Cross-selling

Cost Savings

Benchmark Li of Company Awareness

Increased Customer Loyalty

Benchmark Li of ProductService Awareness

Time Spent on Website

Qualitative Feedback from Customers

15SponSored by

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 (1000+ employees) are planning 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 TrendsmdashNorth America Content Marketing InstituteMarketingProfs

16SponSored by

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

511

1521

1211

220

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 TrendsmdashNorth America Content Marketing InstituteMarketingProfs

17SponSored by

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

OverallAverageLarge Companies

(1000+ Employees)Small Companies

(10-99 Employees)

56 28 66

1 1 1

43 72 33

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

18SponSored by

Writing and design are the two functions most likely tobe outsourced

INSOURCING VS OUTSOURCING

Functions thatB2B Marketers Outsource

6454

3022

138

5

Writing

Design

Content DistributionSyndication

Editing

MeasurementAnalytics

Content Planning amp Strategy

Buyer Persona Creation

100 20 30 40 50 60 70 80 90 100

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

19SponSored by

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

5955

43

0 10 20 30 40 50 60 70 80

Profile of Individual Decision Makers

65Industry Trends

Company Characteristics

4None

Stage in the Buying Cycle

11Competitorsrsquo Content

21Personalized Content Preferences

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

20SponSored by

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

6955

4739

3833

2625

2523

1015

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-inVision

Lack of Integration Across HR

Finding Trained Content Marketing Professionals

100 20 30 40 50 60 70 80 90 100

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

21SponSored by

Marketers at large companies face different challenges than marketers at smaller companies

CHALLENGES

Biggest B2B Content Marketing Challenge(by Company Size)

Large Companies(1000+ 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-inVision

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 TrendsmdashNorth America Content Marketing InstituteMarketingProfs

22SponSored by

B2B Content Marketing 2014 Benchmarks Budgets and TrendsmdashNorth 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 amp Advertising (ADMA) the Direct Marketing Association UK (DMA) Industry Week and New Equipment Digest A total of 4397 recipients from around the globemdashrepresenting a full range of industries functional areas and company sizesmdash responded throughout July and August 2013

B2B Content Marketing 2014 Benchmarks Budgets and TrendsmdashNorth America reports on the findings from 1217 (out of the total 4397) respondents who identified themselves as B2B marketers in North America

B2B Industry Classification

AdvertisingMarketing

25Other

18

Consulting

Soware

Manufacturing

InternetOnlineServices

PublishingMedia

1112

10

5

5

5

4

3

BusinessServices (Other)

HealthcareMedicalPharmaceutical

BankingAccountingFinancial

Size of B2B Company(by Employees)

Micro(Fewer than

10 Employees)

30

Small(10-99 Employees)

31

Midsize(100-999

Employees)

Large(1000+ Employees)

22

19

B2B Job TitleFunction

7

Sales Administration

Support

WebsiteTechnology Programmer

1

1

44

SalesBusinessManagement

Consultant

AdvertisingMarketingCommunicationsPR

40 Corporate ManagementOwner

25

9

ContentCreation

Management

Marketing Administration

Support

Other3

23SponSored by

About Content Marketing InstituteContent 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 CMIrsquos 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 wwwcontentmarketinginstitutecomresearch

About MarketingProfsMarketingprofs (wwwmarketingprofscom) is a marketing education and training company that offers actionable know-how designed to make you a smarter marketer More than 600000 MarketingProfs members rely on our free daily publications virtual conferences and more to stay up-to-date on the most important trends in marketingmdashand how to apply them to their businesses

About BrightcoveBrightcove 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 companyrsquos 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 6300 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 httpwwwbrightcovecom

Page 14: Content Marketing - Rank Fuse Interactive€¦ · Content Marketing: 2014 Benchmarks, Budgets, and Trends–North ... Even though we’ve made great strides, the industry is clearly

14SponSored by

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 very 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 TrendsmdashNorth America Content Marketing InstituteMarketingProfs

Metrics for B2B Content Marketing Success

5450

48

3939

4440

34

29

2124

146

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

32Subscriber Growth

Cross-selling

Cost Savings

Benchmark Li of Company Awareness

Increased Customer Loyalty

Benchmark Li of ProductService Awareness

Time Spent on Website

Qualitative Feedback from Customers

15SponSored by

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 (1000+ employees) are planning 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 TrendsmdashNorth America Content Marketing InstituteMarketingProfs

16SponSored by

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

511

1521

1211

220

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 TrendsmdashNorth America Content Marketing InstituteMarketingProfs

17SponSored by

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

OverallAverageLarge Companies

(1000+ Employees)Small Companies

(10-99 Employees)

56 28 66

1 1 1

43 72 33

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

18SponSored by

Writing and design are the two functions most likely tobe outsourced

INSOURCING VS OUTSOURCING

Functions thatB2B Marketers Outsource

6454

3022

138

5

Writing

Design

Content DistributionSyndication

Editing

MeasurementAnalytics

Content Planning amp Strategy

Buyer Persona Creation

100 20 30 40 50 60 70 80 90 100

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

19SponSored by

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

5955

43

0 10 20 30 40 50 60 70 80

Profile of Individual Decision Makers

65Industry Trends

Company Characteristics

4None

Stage in the Buying Cycle

11Competitorsrsquo Content

21Personalized Content Preferences

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

20SponSored by

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

6955

4739

3833

2625

2523

1015

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-inVision

Lack of Integration Across HR

Finding Trained Content Marketing Professionals

100 20 30 40 50 60 70 80 90 100

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

21SponSored by

Marketers at large companies face different challenges than marketers at smaller companies

CHALLENGES

Biggest B2B Content Marketing Challenge(by Company Size)

Large Companies(1000+ 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-inVision

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 TrendsmdashNorth America Content Marketing InstituteMarketingProfs

22SponSored by

B2B Content Marketing 2014 Benchmarks Budgets and TrendsmdashNorth 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 amp Advertising (ADMA) the Direct Marketing Association UK (DMA) Industry Week and New Equipment Digest A total of 4397 recipients from around the globemdashrepresenting a full range of industries functional areas and company sizesmdash responded throughout July and August 2013

B2B Content Marketing 2014 Benchmarks Budgets and TrendsmdashNorth America reports on the findings from 1217 (out of the total 4397) respondents who identified themselves as B2B marketers in North America

B2B Industry Classification

AdvertisingMarketing

25Other

18

Consulting

Soware

Manufacturing

InternetOnlineServices

PublishingMedia

1112

10

5

5

5

4

3

BusinessServices (Other)

HealthcareMedicalPharmaceutical

BankingAccountingFinancial

Size of B2B Company(by Employees)

Micro(Fewer than

10 Employees)

30

Small(10-99 Employees)

31

Midsize(100-999

Employees)

Large(1000+ Employees)

22

19

B2B Job TitleFunction

7

Sales Administration

Support

WebsiteTechnology Programmer

1

1

44

SalesBusinessManagement

Consultant

AdvertisingMarketingCommunicationsPR

40 Corporate ManagementOwner

25

9

ContentCreation

Management

Marketing Administration

Support

Other3

23SponSored by

About Content Marketing InstituteContent 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 CMIrsquos 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 wwwcontentmarketinginstitutecomresearch

About MarketingProfsMarketingprofs (wwwmarketingprofscom) is a marketing education and training company that offers actionable know-how designed to make you a smarter marketer More than 600000 MarketingProfs members rely on our free daily publications virtual conferences and more to stay up-to-date on the most important trends in marketingmdashand how to apply them to their businesses

About BrightcoveBrightcove 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 companyrsquos 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 6300 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 httpwwwbrightcovecom

Page 15: Content Marketing - Rank Fuse Interactive€¦ · Content Marketing: 2014 Benchmarks, Budgets, and Trends–North ... Even though we’ve made great strides, the industry is clearly

15SponSored by

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 (1000+ employees) are planning 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 TrendsmdashNorth America Content Marketing InstituteMarketingProfs

16SponSored by

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

511

1521

1211

220

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 TrendsmdashNorth America Content Marketing InstituteMarketingProfs

17SponSored by

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

OverallAverageLarge Companies

(1000+ Employees)Small Companies

(10-99 Employees)

56 28 66

1 1 1

43 72 33

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

18SponSored by

Writing and design are the two functions most likely tobe outsourced

INSOURCING VS OUTSOURCING

Functions thatB2B Marketers Outsource

6454

3022

138

5

Writing

Design

Content DistributionSyndication

Editing

MeasurementAnalytics

Content Planning amp Strategy

Buyer Persona Creation

100 20 30 40 50 60 70 80 90 100

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

19SponSored by

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

5955

43

0 10 20 30 40 50 60 70 80

Profile of Individual Decision Makers

65Industry Trends

Company Characteristics

4None

Stage in the Buying Cycle

11Competitorsrsquo Content

21Personalized Content Preferences

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

20SponSored by

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

6955

4739

3833

2625

2523

1015

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-inVision

Lack of Integration Across HR

Finding Trained Content Marketing Professionals

100 20 30 40 50 60 70 80 90 100

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

21SponSored by

Marketers at large companies face different challenges than marketers at smaller companies

CHALLENGES

Biggest B2B Content Marketing Challenge(by Company Size)

Large Companies(1000+ 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-inVision

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 TrendsmdashNorth America Content Marketing InstituteMarketingProfs

22SponSored by

B2B Content Marketing 2014 Benchmarks Budgets and TrendsmdashNorth 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 amp Advertising (ADMA) the Direct Marketing Association UK (DMA) Industry Week and New Equipment Digest A total of 4397 recipients from around the globemdashrepresenting a full range of industries functional areas and company sizesmdash responded throughout July and August 2013

B2B Content Marketing 2014 Benchmarks Budgets and TrendsmdashNorth America reports on the findings from 1217 (out of the total 4397) respondents who identified themselves as B2B marketers in North America

B2B Industry Classification

AdvertisingMarketing

25Other

18

Consulting

Soware

Manufacturing

InternetOnlineServices

PublishingMedia

1112

10

5

5

5

4

3

BusinessServices (Other)

HealthcareMedicalPharmaceutical

BankingAccountingFinancial

Size of B2B Company(by Employees)

Micro(Fewer than

10 Employees)

30

Small(10-99 Employees)

31

Midsize(100-999

Employees)

Large(1000+ Employees)

22

19

B2B Job TitleFunction

7

Sales Administration

Support

WebsiteTechnology Programmer

1

1

44

SalesBusinessManagement

Consultant

AdvertisingMarketingCommunicationsPR

40 Corporate ManagementOwner

25

9

ContentCreation

Management

Marketing Administration

Support

Other3

23SponSored by

About Content Marketing InstituteContent 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 CMIrsquos 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 wwwcontentmarketinginstitutecomresearch

About MarketingProfsMarketingprofs (wwwmarketingprofscom) is a marketing education and training company that offers actionable know-how designed to make you a smarter marketer More than 600000 MarketingProfs members rely on our free daily publications virtual conferences and more to stay up-to-date on the most important trends in marketingmdashand how to apply them to their businesses

About BrightcoveBrightcove 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 companyrsquos 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 6300 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 httpwwwbrightcovecom

Page 16: Content Marketing - Rank Fuse Interactive€¦ · Content Marketing: 2014 Benchmarks, Budgets, and Trends–North ... Even though we’ve made great strides, the industry is clearly

16SponSored by

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

511

1521

1211

220

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 TrendsmdashNorth America Content Marketing InstituteMarketingProfs

17SponSored by

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

OverallAverageLarge Companies

(1000+ Employees)Small Companies

(10-99 Employees)

56 28 66

1 1 1

43 72 33

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

18SponSored by

Writing and design are the two functions most likely tobe outsourced

INSOURCING VS OUTSOURCING

Functions thatB2B Marketers Outsource

6454

3022

138

5

Writing

Design

Content DistributionSyndication

Editing

MeasurementAnalytics

Content Planning amp Strategy

Buyer Persona Creation

100 20 30 40 50 60 70 80 90 100

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

19SponSored by

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

5955

43

0 10 20 30 40 50 60 70 80

Profile of Individual Decision Makers

65Industry Trends

Company Characteristics

4None

Stage in the Buying Cycle

11Competitorsrsquo Content

21Personalized Content Preferences

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

20SponSored by

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

6955

4739

3833

2625

2523

1015

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-inVision

Lack of Integration Across HR

Finding Trained Content Marketing Professionals

100 20 30 40 50 60 70 80 90 100

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

21SponSored by

Marketers at large companies face different challenges than marketers at smaller companies

CHALLENGES

Biggest B2B Content Marketing Challenge(by Company Size)

Large Companies(1000+ 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-inVision

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 TrendsmdashNorth America Content Marketing InstituteMarketingProfs

22SponSored by

B2B Content Marketing 2014 Benchmarks Budgets and TrendsmdashNorth 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 amp Advertising (ADMA) the Direct Marketing Association UK (DMA) Industry Week and New Equipment Digest A total of 4397 recipients from around the globemdashrepresenting a full range of industries functional areas and company sizesmdash responded throughout July and August 2013

B2B Content Marketing 2014 Benchmarks Budgets and TrendsmdashNorth America reports on the findings from 1217 (out of the total 4397) respondents who identified themselves as B2B marketers in North America

B2B Industry Classification

AdvertisingMarketing

25Other

18

Consulting

Soware

Manufacturing

InternetOnlineServices

PublishingMedia

1112

10

5

5

5

4

3

BusinessServices (Other)

HealthcareMedicalPharmaceutical

BankingAccountingFinancial

Size of B2B Company(by Employees)

Micro(Fewer than

10 Employees)

30

Small(10-99 Employees)

31

Midsize(100-999

Employees)

Large(1000+ Employees)

22

19

B2B Job TitleFunction

7

Sales Administration

Support

WebsiteTechnology Programmer

1

1

44

SalesBusinessManagement

Consultant

AdvertisingMarketingCommunicationsPR

40 Corporate ManagementOwner

25

9

ContentCreation

Management

Marketing Administration

Support

Other3

23SponSored by

About Content Marketing InstituteContent 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 CMIrsquos 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 wwwcontentmarketinginstitutecomresearch

About MarketingProfsMarketingprofs (wwwmarketingprofscom) is a marketing education and training company that offers actionable know-how designed to make you a smarter marketer More than 600000 MarketingProfs members rely on our free daily publications virtual conferences and more to stay up-to-date on the most important trends in marketingmdashand how to apply them to their businesses

About BrightcoveBrightcove 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 companyrsquos 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 6300 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 httpwwwbrightcovecom

Page 17: Content Marketing - Rank Fuse Interactive€¦ · Content Marketing: 2014 Benchmarks, Budgets, and Trends–North ... Even though we’ve made great strides, the industry is clearly

17SponSored by

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

OverallAverageLarge Companies

(1000+ Employees)Small Companies

(10-99 Employees)

56 28 66

1 1 1

43 72 33

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

18SponSored by

Writing and design are the two functions most likely tobe outsourced

INSOURCING VS OUTSOURCING

Functions thatB2B Marketers Outsource

6454

3022

138

5

Writing

Design

Content DistributionSyndication

Editing

MeasurementAnalytics

Content Planning amp Strategy

Buyer Persona Creation

100 20 30 40 50 60 70 80 90 100

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

19SponSored by

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

5955

43

0 10 20 30 40 50 60 70 80

Profile of Individual Decision Makers

65Industry Trends

Company Characteristics

4None

Stage in the Buying Cycle

11Competitorsrsquo Content

21Personalized Content Preferences

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

20SponSored by

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

6955

4739

3833

2625

2523

1015

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-inVision

Lack of Integration Across HR

Finding Trained Content Marketing Professionals

100 20 30 40 50 60 70 80 90 100

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

21SponSored by

Marketers at large companies face different challenges than marketers at smaller companies

CHALLENGES

Biggest B2B Content Marketing Challenge(by Company Size)

Large Companies(1000+ 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-inVision

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 TrendsmdashNorth America Content Marketing InstituteMarketingProfs

22SponSored by

B2B Content Marketing 2014 Benchmarks Budgets and TrendsmdashNorth 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 amp Advertising (ADMA) the Direct Marketing Association UK (DMA) Industry Week and New Equipment Digest A total of 4397 recipients from around the globemdashrepresenting a full range of industries functional areas and company sizesmdash responded throughout July and August 2013

B2B Content Marketing 2014 Benchmarks Budgets and TrendsmdashNorth America reports on the findings from 1217 (out of the total 4397) respondents who identified themselves as B2B marketers in North America

B2B Industry Classification

AdvertisingMarketing

25Other

18

Consulting

Soware

Manufacturing

InternetOnlineServices

PublishingMedia

1112

10

5

5

5

4

3

BusinessServices (Other)

HealthcareMedicalPharmaceutical

BankingAccountingFinancial

Size of B2B Company(by Employees)

Micro(Fewer than

10 Employees)

30

Small(10-99 Employees)

31

Midsize(100-999

Employees)

Large(1000+ Employees)

22

19

B2B Job TitleFunction

7

Sales Administration

Support

WebsiteTechnology Programmer

1

1

44

SalesBusinessManagement

Consultant

AdvertisingMarketingCommunicationsPR

40 Corporate ManagementOwner

25

9

ContentCreation

Management

Marketing Administration

Support

Other3

23SponSored by

About Content Marketing InstituteContent 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 CMIrsquos 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 wwwcontentmarketinginstitutecomresearch

About MarketingProfsMarketingprofs (wwwmarketingprofscom) is a marketing education and training company that offers actionable know-how designed to make you a smarter marketer More than 600000 MarketingProfs members rely on our free daily publications virtual conferences and more to stay up-to-date on the most important trends in marketingmdashand how to apply them to their businesses

About BrightcoveBrightcove 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 companyrsquos 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 6300 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 httpwwwbrightcovecom

Page 18: Content Marketing - Rank Fuse Interactive€¦ · Content Marketing: 2014 Benchmarks, Budgets, and Trends–North ... Even though we’ve made great strides, the industry is clearly

18SponSored by

Writing and design are the two functions most likely tobe outsourced

INSOURCING VS OUTSOURCING

Functions thatB2B Marketers Outsource

6454

3022

138

5

Writing

Design

Content DistributionSyndication

Editing

MeasurementAnalytics

Content Planning amp Strategy

Buyer Persona Creation

100 20 30 40 50 60 70 80 90 100

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

19SponSored by

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

5955

43

0 10 20 30 40 50 60 70 80

Profile of Individual Decision Makers

65Industry Trends

Company Characteristics

4None

Stage in the Buying Cycle

11Competitorsrsquo Content

21Personalized Content Preferences

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

20SponSored by

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

6955

4739

3833

2625

2523

1015

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-inVision

Lack of Integration Across HR

Finding Trained Content Marketing Professionals

100 20 30 40 50 60 70 80 90 100

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

21SponSored by

Marketers at large companies face different challenges than marketers at smaller companies

CHALLENGES

Biggest B2B Content Marketing Challenge(by Company Size)

Large Companies(1000+ 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-inVision

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 TrendsmdashNorth America Content Marketing InstituteMarketingProfs

22SponSored by

B2B Content Marketing 2014 Benchmarks Budgets and TrendsmdashNorth 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 amp Advertising (ADMA) the Direct Marketing Association UK (DMA) Industry Week and New Equipment Digest A total of 4397 recipients from around the globemdashrepresenting a full range of industries functional areas and company sizesmdash responded throughout July and August 2013

B2B Content Marketing 2014 Benchmarks Budgets and TrendsmdashNorth America reports on the findings from 1217 (out of the total 4397) respondents who identified themselves as B2B marketers in North America

B2B Industry Classification

AdvertisingMarketing

25Other

18

Consulting

Soware

Manufacturing

InternetOnlineServices

PublishingMedia

1112

10

5

5

5

4

3

BusinessServices (Other)

HealthcareMedicalPharmaceutical

BankingAccountingFinancial

Size of B2B Company(by Employees)

Micro(Fewer than

10 Employees)

30

Small(10-99 Employees)

31

Midsize(100-999

Employees)

Large(1000+ Employees)

22

19

B2B Job TitleFunction

7

Sales Administration

Support

WebsiteTechnology Programmer

1

1

44

SalesBusinessManagement

Consultant

AdvertisingMarketingCommunicationsPR

40 Corporate ManagementOwner

25

9

ContentCreation

Management

Marketing Administration

Support

Other3

23SponSored by

About Content Marketing InstituteContent 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 CMIrsquos 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 wwwcontentmarketinginstitutecomresearch

About MarketingProfsMarketingprofs (wwwmarketingprofscom) is a marketing education and training company that offers actionable know-how designed to make you a smarter marketer More than 600000 MarketingProfs members rely on our free daily publications virtual conferences and more to stay up-to-date on the most important trends in marketingmdashand how to apply them to their businesses

About BrightcoveBrightcove 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 companyrsquos 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 6300 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 httpwwwbrightcovecom

Page 19: Content Marketing - Rank Fuse Interactive€¦ · Content Marketing: 2014 Benchmarks, Budgets, and Trends–North ... Even though we’ve made great strides, the industry is clearly

19SponSored by

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

5955

43

0 10 20 30 40 50 60 70 80

Profile of Individual Decision Makers

65Industry Trends

Company Characteristics

4None

Stage in the Buying Cycle

11Competitorsrsquo Content

21Personalized Content Preferences

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

20SponSored by

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

6955

4739

3833

2625

2523

1015

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-inVision

Lack of Integration Across HR

Finding Trained Content Marketing Professionals

100 20 30 40 50 60 70 80 90 100

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

21SponSored by

Marketers at large companies face different challenges than marketers at smaller companies

CHALLENGES

Biggest B2B Content Marketing Challenge(by Company Size)

Large Companies(1000+ 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-inVision

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 TrendsmdashNorth America Content Marketing InstituteMarketingProfs

22SponSored by

B2B Content Marketing 2014 Benchmarks Budgets and TrendsmdashNorth 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 amp Advertising (ADMA) the Direct Marketing Association UK (DMA) Industry Week and New Equipment Digest A total of 4397 recipients from around the globemdashrepresenting a full range of industries functional areas and company sizesmdash responded throughout July and August 2013

B2B Content Marketing 2014 Benchmarks Budgets and TrendsmdashNorth America reports on the findings from 1217 (out of the total 4397) respondents who identified themselves as B2B marketers in North America

B2B Industry Classification

AdvertisingMarketing

25Other

18

Consulting

Soware

Manufacturing

InternetOnlineServices

PublishingMedia

1112

10

5

5

5

4

3

BusinessServices (Other)

HealthcareMedicalPharmaceutical

BankingAccountingFinancial

Size of B2B Company(by Employees)

Micro(Fewer than

10 Employees)

30

Small(10-99 Employees)

31

Midsize(100-999

Employees)

Large(1000+ Employees)

22

19

B2B Job TitleFunction

7

Sales Administration

Support

WebsiteTechnology Programmer

1

1

44

SalesBusinessManagement

Consultant

AdvertisingMarketingCommunicationsPR

40 Corporate ManagementOwner

25

9

ContentCreation

Management

Marketing Administration

Support

Other3

23SponSored by

About Content Marketing InstituteContent 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 CMIrsquos 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 wwwcontentmarketinginstitutecomresearch

About MarketingProfsMarketingprofs (wwwmarketingprofscom) is a marketing education and training company that offers actionable know-how designed to make you a smarter marketer More than 600000 MarketingProfs members rely on our free daily publications virtual conferences and more to stay up-to-date on the most important trends in marketingmdashand how to apply them to their businesses

About BrightcoveBrightcove 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 companyrsquos 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 6300 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 httpwwwbrightcovecom

Page 20: Content Marketing - Rank Fuse Interactive€¦ · Content Marketing: 2014 Benchmarks, Budgets, and Trends–North ... Even though we’ve made great strides, the industry is clearly

20SponSored by

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

6955

4739

3833

2625

2523

1015

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-inVision

Lack of Integration Across HR

Finding Trained Content Marketing Professionals

100 20 30 40 50 60 70 80 90 100

2014 B2B Content Marketing TrendsmdashNorth America Content Marketing InstituteMarketingProfs

21SponSored by

Marketers at large companies face different challenges than marketers at smaller companies

CHALLENGES

Biggest B2B Content Marketing Challenge(by Company Size)

Large Companies(1000+ 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-inVision

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 TrendsmdashNorth America Content Marketing InstituteMarketingProfs

22SponSored by

B2B Content Marketing 2014 Benchmarks Budgets and TrendsmdashNorth 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 amp Advertising (ADMA) the Direct Marketing Association UK (DMA) Industry Week and New Equipment Digest A total of 4397 recipients from around the globemdashrepresenting a full range of industries functional areas and company sizesmdash responded throughout July and August 2013

B2B Content Marketing 2014 Benchmarks Budgets and TrendsmdashNorth America reports on the findings from 1217 (out of the total 4397) respondents who identified themselves as B2B marketers in North America

B2B Industry Classification

AdvertisingMarketing

25Other

18

Consulting

Soware

Manufacturing

InternetOnlineServices

PublishingMedia

1112

10

5

5

5

4

3

BusinessServices (Other)

HealthcareMedicalPharmaceutical

BankingAccountingFinancial

Size of B2B Company(by Employees)

Micro(Fewer than

10 Employees)

30

Small(10-99 Employees)

31

Midsize(100-999

Employees)

Large(1000+ Employees)

22

19

B2B Job TitleFunction

7

Sales Administration

Support

WebsiteTechnology Programmer

1

1

44

SalesBusinessManagement

Consultant

AdvertisingMarketingCommunicationsPR

40 Corporate ManagementOwner

25

9

ContentCreation

Management

Marketing Administration

Support

Other3

23SponSored by

About Content Marketing InstituteContent 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 CMIrsquos 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 wwwcontentmarketinginstitutecomresearch

About MarketingProfsMarketingprofs (wwwmarketingprofscom) is a marketing education and training company that offers actionable know-how designed to make you a smarter marketer More than 600000 MarketingProfs members rely on our free daily publications virtual conferences and more to stay up-to-date on the most important trends in marketingmdashand how to apply them to their businesses

About BrightcoveBrightcove 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 companyrsquos 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 6300 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 httpwwwbrightcovecom

Page 21: Content Marketing - Rank Fuse Interactive€¦ · Content Marketing: 2014 Benchmarks, Budgets, and Trends–North ... Even though we’ve made great strides, the industry is clearly

21SponSored by

Marketers at large companies face different challenges than marketers at smaller companies

CHALLENGES

Biggest B2B Content Marketing Challenge(by Company Size)

Large Companies(1000+ 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-inVision

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 TrendsmdashNorth America Content Marketing InstituteMarketingProfs

22SponSored by

B2B Content Marketing 2014 Benchmarks Budgets and TrendsmdashNorth 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 amp Advertising (ADMA) the Direct Marketing Association UK (DMA) Industry Week and New Equipment Digest A total of 4397 recipients from around the globemdashrepresenting a full range of industries functional areas and company sizesmdash responded throughout July and August 2013

B2B Content Marketing 2014 Benchmarks Budgets and TrendsmdashNorth America reports on the findings from 1217 (out of the total 4397) respondents who identified themselves as B2B marketers in North America

B2B Industry Classification

AdvertisingMarketing

25Other

18

Consulting

Soware

Manufacturing

InternetOnlineServices

PublishingMedia

1112

10

5

5

5

4

3

BusinessServices (Other)

HealthcareMedicalPharmaceutical

BankingAccountingFinancial

Size of B2B Company(by Employees)

Micro(Fewer than

10 Employees)

30

Small(10-99 Employees)

31

Midsize(100-999

Employees)

Large(1000+ Employees)

22

19

B2B Job TitleFunction

7

Sales Administration

Support

WebsiteTechnology Programmer

1

1

44

SalesBusinessManagement

Consultant

AdvertisingMarketingCommunicationsPR

40 Corporate ManagementOwner

25

9

ContentCreation

Management

Marketing Administration

Support

Other3

23SponSored by

About Content Marketing InstituteContent 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 CMIrsquos 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 wwwcontentmarketinginstitutecomresearch

About MarketingProfsMarketingprofs (wwwmarketingprofscom) is a marketing education and training company that offers actionable know-how designed to make you a smarter marketer More than 600000 MarketingProfs members rely on our free daily publications virtual conferences and more to stay up-to-date on the most important trends in marketingmdashand how to apply them to their businesses

About BrightcoveBrightcove 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 companyrsquos 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 6300 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 httpwwwbrightcovecom

Page 22: Content Marketing - Rank Fuse Interactive€¦ · Content Marketing: 2014 Benchmarks, Budgets, and Trends–North ... Even though we’ve made great strides, the industry is clearly

22SponSored by

B2B Content Marketing 2014 Benchmarks Budgets and TrendsmdashNorth 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 amp Advertising (ADMA) the Direct Marketing Association UK (DMA) Industry Week and New Equipment Digest A total of 4397 recipients from around the globemdashrepresenting a full range of industries functional areas and company sizesmdash responded throughout July and August 2013

B2B Content Marketing 2014 Benchmarks Budgets and TrendsmdashNorth America reports on the findings from 1217 (out of the total 4397) respondents who identified themselves as B2B marketers in North America

B2B Industry Classification

AdvertisingMarketing

25Other

18

Consulting

Soware

Manufacturing

InternetOnlineServices

PublishingMedia

1112

10

5

5

5

4

3

BusinessServices (Other)

HealthcareMedicalPharmaceutical

BankingAccountingFinancial

Size of B2B Company(by Employees)

Micro(Fewer than

10 Employees)

30

Small(10-99 Employees)

31

Midsize(100-999

Employees)

Large(1000+ Employees)

22

19

B2B Job TitleFunction

7

Sales Administration

Support

WebsiteTechnology Programmer

1

1

44

SalesBusinessManagement

Consultant

AdvertisingMarketingCommunicationsPR

40 Corporate ManagementOwner

25

9

ContentCreation

Management

Marketing Administration

Support

Other3

23SponSored by

About Content Marketing InstituteContent 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 CMIrsquos 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 wwwcontentmarketinginstitutecomresearch

About MarketingProfsMarketingprofs (wwwmarketingprofscom) is a marketing education and training company that offers actionable know-how designed to make you a smarter marketer More than 600000 MarketingProfs members rely on our free daily publications virtual conferences and more to stay up-to-date on the most important trends in marketingmdashand how to apply them to their businesses

About BrightcoveBrightcove 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 companyrsquos 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 6300 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 httpwwwbrightcovecom

Page 23: Content Marketing - Rank Fuse Interactive€¦ · Content Marketing: 2014 Benchmarks, Budgets, and Trends–North ... Even though we’ve made great strides, the industry is clearly

23SponSored by

About Content Marketing InstituteContent 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 CMIrsquos 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 wwwcontentmarketinginstitutecomresearch

About MarketingProfsMarketingprofs (wwwmarketingprofscom) is a marketing education and training company that offers actionable know-how designed to make you a smarter marketer More than 600000 MarketingProfs members rely on our free daily publications virtual conferences and more to stay up-to-date on the most important trends in marketingmdashand how to apply them to their businesses

About BrightcoveBrightcove 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 companyrsquos 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 6300 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 httpwwwbrightcovecom