content marketing - rank fuse interactive€¦ · content marketing: 2014 benchmarks, budgets, and...
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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
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
YouTube
SlideShare
Vimeo
Vine
Google+
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
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
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
YouTube
SlideShare
Vimeo
Vine
Google+
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
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
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
YouTube
SlideShare
Vimeo
Vine
Google+
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
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
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
YouTube
SlideShare
Vimeo
Vine
Google+
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
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
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
YouTube
SlideShare
Vimeo
Vine
Google+
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
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
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
YouTube
SlideShare
Vimeo
Vine
Google+
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
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
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
YouTube
SlideShare
Vimeo
Vine
Google+
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
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
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
YouTube
SlideShare
Vimeo
Vine
Google+
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
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
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
YouTube
SlideShare
Vimeo
Vine
Google+
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
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
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
YouTube
SlideShare
Vimeo
Vine
Google+
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
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
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
YouTube
SlideShare
Vimeo
Vine
Google+
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
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
YouTube
SlideShare
Vimeo
Vine
Google+
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
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
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
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
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
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
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
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
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
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
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
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