Content Marketing Research and Trends

OverviewSilicon Valley Brand Forum

April 23rd, 2015

Content Marketing Research

● How brands are using content marketing strategically

● What is working● Why content marketing is important● Current trends

Vanishing Sales-Cycle

When buyers engage sales, they have completed 57% (*or more) of their purchasing process (CEB/Google 2011)

* More recent research put this as high as 80%+

Brand Preference

● When consumers move into an active shopping state, they’ve already picked their preferred brand.

● More than 75% will buy from that brand regardless of any new information they acquire. (Foundation Capital)

Self-Serve Education

56%Of the buying process is spent searching for educational content (International Data Corporation)

Smart Is Sexy

76%

Of buyers choose vendors that can have intelligent conversations and deliver effective value messages (Forrester)

Marketing Crap Speak

86%

Of buyers say that the content by marketing is not useful, relevant or aligned with their needs (IDG)

Smart Is Sexy

Smart Is Sexy

Smart Is Sexy

Search

59%Believe content has led to increased search engine rankings for their business. (wyzowl)

Traffic

64%Say they’ve increased traffic due to content marketing (wyzowl)

Leads

67%Say they’ve received increased leads from content marketing (wyzowl)

Awareness

73%Say content marketing creates improved brand awareness (wyzowl)

CTA

76%

of content marketers agree that content should provide actionable information. (wyzowl)

Budget

86%

Of content marketers say they plan to spend more or maintain their spending in 2015. (wyzowl)

Smart Is Sexy

Smart Is Sexy

Smart Is Sexy

Strong Commitment

40%Commitment to content marketing as either "strong" or "extremely strong." (Ad Age)

Two Years Ago

18% Compared to 2013 (Ad Age)

Budget

23%Percentage of marketing budget (Ad Age)

Budget Growth

33%Percentage of marketing budget in 2017 (Ad Age)

Cost Per Lead PPC (24 Mo Avg.)

(CMI)

Cost Per Lead Content (24 Mo Avg.)

(CMI)

Cost Per Lead (24 Mo Avg.)

(CMI)

Smart Is Sexy

Contact Me

● Steve Farnsworth● theb2bmarketer@gmail.com● (650) 331-0594● https://www.linkedin.

com/in/stevefarnsworth● Twitter @Steveology

Sources

http://www.forbes.com/sites/gyro/2013/01/07/the-disappearing-sales-process/

https://foundationcapital.com/decadeofthecmo

http://thecontentcouncil.org/

http://go.experian.com/dm15report?WT.srch=EMSPR_REP_MR_DM15_042015

http://www.regalix.com/by_regalix/research/reports/state-of-b2b-marketing-2015/

http://ascend2.com/home/latest-report/

https://www.wyzowl.com/state-of-content-marketing-2015.html

http://missingthemark.ads.economist.com/

http://www.komarketingassociates.com/files/b2b-web-usability-report-2015.pdf

Sources

http://info.onespot.com/content-clarity-website

http://www.odwyerpr.com/story/public/4307/2015-03-26/content-marketing-budgets-set-rise.html

http://contentmarketinginstitute.com/2012/06/justify-content-marketing-cost/

http://www.marketingcharts.com/online/b2b-content-marketing-whats-changed-and-what-hasnt-46580/