10%

12%

1-99

100-500

501-1000

1001-5000

Produced in-house 93%

Lead generation

Marketing 55% 44%

Marketing systems

Demand generation

Content marketing

Digital marketing

Lead generation

39% 36%

30% 24%

Creating enough targeted content

Getting our target audience to engage with our content 24%

23%

One asset every week 13%

One asset per month

Multiple assets per week 29%

28%

Presentations / SlideShare Decks

Case Studies

Videos

Webinars

White Papers / eBooks 76% 74%

66% 64%

58%

Surveys

Infographics 40% 35%

Eloqua Community State of Content Marketing

2014

THE STATE OF CONTENT MARKETING IN 2014Welcome Modern Marketers!

;OLYL�HYL�H�SV[�VM�NYLH[�Z\Y]L`Z�HUK�YLWVY[Z�HIV\[�[OL�Z[H[L�VM�JVU[LU[�THYRL[PUN�V\[�[OLYL��;OL�HUU\HS�ILUJOTHYRZ�YLWVY[�MYVT�[OL�ÄUL�MVSRZ�at the Content Marketing Institute/MarketingProfs and Demand Gen Report’s Content Preferences Survey are two of many incredibly helpful resources for the content marketing community.

But like all surveys we suspect, there are always some questions missing, or even some questions that you wished they’d taken further. For example, questions about the use of other people’s content, about the alignment of content with the buyer’s journey, about the use of metrics.

And so, in a spirit of reciprocity, the team at LookBookHQ thought “Well, why don’t we ask them then?” and share the answers back with the marketing community.

)L[[LY�Z[PSS��^L�[OV\NO[��^O`�KVU»[�^L�HZR�[OLZL�X\LZ[PVUZ�VM�H�YLHSS`�^LSS�KLÄULK��SLHKPUN�ZLJ[PVU�VM�[OL�THYRL[PUN�JVTT\UP[`���ZWLJPÄJHSS`�Modern Marketers, marketers who are using marketing automation to take their marketing to the next level. After all, it’s this community that is setting the pace.

So we went to our friends at Oracle Eloqua, the home of Modern Marketers, and we’re pleased to say that they thought it a great idea too. And this report is the output of LookBookHQ’s and Oracle Eloqua’s joint initiative.

We had a fantastic 205 responses to our short content marketing survey from members of the Oracle Eloqua community and the full results HYL�PUJS\KLK�MVSSV^PUN��;OLYL»Z�SV[Z�VM�NYLH[��\ZLM\S�KH[H�HUK�ILUJOTHYRZ�MVY�THYRL[LYZ�HUK�ZVTL�YLHSS`�PU[LYLZ[PUN�ÄUKPUNZ�[OH[�^L»YL�HPTPUN�to expand upon further in 2014 (watch this space!).

But we’re also sure that there are a whole host of things that we should have asked and didn’t. So if you’ve got suggestions as to what we should ask next time (assuming there is a next time!) then please don’t hesitate to get in touch with us. We’d love to hear from you.

>L�OVWL�`V\�ÄUK�[OL�YLWVY[�PU[LYLZ[PUN�HUK�\ZLM\S��;OHURZ�

Nick Edouard*V�-V\UKLY� �,=7�)\ZPULZZ�+L]LSVWTLU[� �4HYRL[PUNLookBookHQ

nick@lookbookhq.com ��������������

Amanda BatistaContent Marketing ManagerOracle Eloqua

amanda.batista@oracle.com��������������

Sarah FaciniHead of AwesomenessLookBookHQ

sarah@lookbookhq.com ��������������

THE STATE OF CONTENT MARKETING IN 2014 - KEY FINDINGS

29% of companies are producing multiple assets per week, while 54% are producing a content asset (excluding blog posts) every 2 weeks or less frequently

����VM�THYRL[LYZ�HYL�ISVNNPUN�[^V�[V�Ä]L�[PTLZ�WLY�TVU[O��^OPSL�����KVU»[�ISVN�H[�HSS

84% share “other people’s content”, mainly via social media (56%), blog posts and their websites (41%) and emails (38%)

5LHYS`�����VM�THYRL[LYZ�YLW\YWVZL�JVU[LU[�����[PTLZ��^P[O�V]LY�OHSM�[\YUPUN�HZZL[Z�PU[V�“snackable” content

Nearly half (49%) of marketers say they are learning how to align content with the buyer’s journey and plan to execute on that strategy within the next six months.

Only 12% of marketers are “sophisticated in our content alignment [with the buyer’s journey] and measurement”

Only 37% of marketers track the time an audience engages with content while only 10% collect feedback from the audience

Only 51% of companies are regularly producing content for sales enablement

44% identify content production (enough, enough targeted, or sales content) as the biggest challenge, although engaging the target audience is the #1 standalone challenge (24%)

3

No surprise here - Modern Marketers are regularly producing white papers, webinars, videos, and case studies.

Answers from companies with marketing budgets >1M per annum increase across the board (apart from webinars which YLTHPU�ÅH[���

1. What type of content are you currently producing regularly? (Multiple answers)2013 Eloqua Community Content Marketing Survey: LookBookHQ

SurveysInfographicsPresentations / SlideShare DecksCase Studies=PdeosWebinarsWhite Papers / eBooks 76%

74% 66%

64% 58%

40% 35%

��>OLU�KH[H�MVY�[OPZ�X\LZ[PVU�^HZ�JYVZZ�YLMLYLUJLK�^P[O�YLZWVUZLZ�MYVT�X\LZ[PVU�� �MYVT�[OPZ�Z\Y]L`���>OH[�PZ�[OL�ZPaL�VM�`V\Y�THYRL[PUN�I\KNL[&

4

Content is regularly produced for use in demand/lead generation, nurturing, and brand awareness campaigns.

51%of Modern Marketers are

producing content for sales.

2. For which type(s) of marketing campaigns do you regularly produce content? (Multiple answers)2013 Eloqua Community Content Marketing Survey: LookBookHQ

Other

Channel partner or =(R education

Sales enablement

Brand awareness

Lead nurturing

Demand / lead generationDemand / lead generation 88% 66%

58% 51%

21% 3%

5

To augment in-house content production, nearly 50% use a third party agency.

These responses are broadly consistent across all companies regardless VM�[OL�ZPaL�VM�[OLPY�THYRL[PUN�I\KNL[��

We don’t produce original content

Share thirK�WHY[`�J\YH[LK�JVU[LU[

Outsourced to a third party

PrVK\JLK�PU�OV\ZL 93%

47%

21%

2%

3. Who produces your content? (Multiple answers)2013 Eloqua Community Content Marketing Survey: LookBookHQ

��>OLU�KH[H�MVY�[OPZ�X\LZ[PVU�^HZ�JYVZZ�YLMLYLUJLK�^P[O�YLZWVUZLZ�MYVT�X\LZ[PVU�� �MYVT�[OPZ�Z\Y]L`���>OH[�PZ�[OL�ZPaL�VM�`V\Y�THYRL[PUN�I\KNL[&

6

Blogging is a mainstream modern marketing activity - 83% blog, 39% are blogging frequently.

4. On average, how many blog posts does your organization produce per month?2013 Eloqua Community Content Marketing Survey: LookBookHQ

We don’t blog

Less than one blog post per month

One blog post per month

Two to five blog posts per month

Six to ten blog posts per month

More than eleven blog posts per month 24%

15%

33%

7%

4%

17%

39% publish over six posts/month.

7

42% produce one or more content assets per week, but most produce an asset every two weeks or more infrequently.

��>OLU�KH[H�MVY�[OPZ�X\LZ[PVU�^HZ�JYVZZ�YLMLYLUJLK�^P[O�YLZWVUZLZ�MYVT�X\LZ[PVU�� �MYVT�[OPZ�Z\Y]L`���>OH[�PZ�[OL�ZPaL�VM�`V\Y�THYRL[PUN�I\KNL[&

;OPZ�JVU[LU[�V\[W\[�PZ�[Y\L�YLNHYKSLZZ�VM�[OL�ZPaL�VM�[OL�JVTWHU`»Z�THYRL[PUN�I\KNL[���)SVNNPUN�PZ�H�WYV_`�MVY�JVU[LU[�WYVK\J[PVU���VUS`�����VM�JVTWHUPLZ�UV[�ISVNNPUN�WYVK\JL�T\S[PWSL�JVU[LU[�HZZL[Z�WLY�^LLR��� ��VM�all companies). Data for this question does not include blog posts.

No original content and we don’t curate and/or aggregate

No original content, we only curate and/or aggregate third party content

One asset per quarter or less

One asset per month

One asset every 2 weeks

One asset every week

Multiple assets per week

5. On average, how much new content (excluding blog posts) is your company producing?2013 Eloqua Community Content Marketing Survey: LookBookHQ

29%

13%

20%

28%

7%

2%

2%

42% produce at least one piece of content per week.

8

59% of Modern Marketers repurpose a content asset 2-5 times, with only 9% repurposing >10 times.

We don’t repurpose content

More than ten times

:P_�;en times

TwV�-P]L�[PTLZ

Once

6. Are you currently regularly repurposing content? If so, how many times does the average content asset get repurposed?2013 Eloqua Community Content Marketing Survey: LookBookHQ

59%

7%

16% 9% 9%

9

����VKDUH�RWKHU�SHRSOH·V�FRQWHQW��PDLQO\�YLD�VRFLDO�QHWZRUNV��WKHLU�blogs, websites, and emails.

12%of companies are using

content curation platforms/ZLY]PJLZ���[OL`�OH]L�`L[�[V�

properly break through.

7. How are you using third party content? (Multiple Answers)2013 Eloqua Community Content Marketing Survey: LookBookHQ

Other

Add to a content curation platform / service

We’re not

Share links to the third party content in email campaigns

Share links to the third party content on our web site

Write a blog post based on the third party content and link to it

Tweet link / post to social networks 56%

41%

41%

38%

24%

12%

3%

10

([SODLQLQJ�ZK\�WKH\�DUH�VKDULQJ�LW�DQG�ZK\�LW·V�LPSRUWDQW�LV�D�PDMRU�FKDOOHQJH�IDFLQJ�0RGHUQ�0DUNHWHUV�XVLQJ�RWKHU�SHRSOH·V�FRQWHQW��23&��

Lack of time and resources/manpower as well as legal and/or regulatory concerns are cited as key reasons why companies don’t share other people’s content.

8. What are the challenges you face in sharing third party content with your audience? (Multiple Answers)2013 Eloqua Community Content Marketing Survey: LookBookHQ

Other

Our orNHUPaH[PVU»s policy is to only share content that we produce

There’s no easy way for me to highlight the key points in the third party content

Third party content focused on my industry is sparse and hard to find

Integrating third party content within my overall narrative 43%

34%

29%

17%

14%

11

Getting an audience to engage with their content and creating enough content are the primary challenges for Modern Marketers.

9. What is the biggest content marketing challenge your company is currently experiencing?2013 Eloqua Community Content Marketing Survey: LookBookHQ

Coherently integrating third party content within our narrative

Other

Creating content that help our sales teams

Understanding what content our audience finds useful and interesting

Linking content consumption to our sales process

Creating enough content

Creating enough targeted content

Getting our target audience to engage with our content 24%

23%

16%

15%

14%

5%

3%

2%

44% identify content production as their biggest challenge.

12

2QO\�����RI�0RGHUQ�0DUNHWHUV�WUDFN�¶EH\RQG�WKH�FOLFN·�- i.e. track the time that the audience spends with the content.

63% do not record ‘beyond the click’ data.

37% record time spent with content and only 10% capture feedback.

10. Which metrics are you currently collecting about the content that you’re sharing?2013 Eloqua Community Content Marketing Survey: LookBookHQ

14%

22%

27%

27%

10%

Number of hits/downloads only

Number of hits/downloads, unique visitors

All of the above, plus time spent with the content

Number of hits/downloads, unique visitors, origin of visits, link sources

All of the above, plus feedback on content

13

Content marketing effectiveness is primarily measured via quantitative metrics & CTA conversions.

11. How do you currently assess content marketing effectiveness? What are your key performance indicators (KPIs)? (Multiple Answers) 2013 Eloqua Community Content Marketing Survey: LookBookHQ

Other

Length of sales cycles

Feedback from sales post discussions with prospects

Feedback from audience that they find it useful

We don’t have the tools to measure effectiveness

Tied to quantitative metrics/specific CTA/conversions 66%

27%

23%

22%

9%

3%

14

Nearly half of Modern Marketers are learning how to align content ZLWK�WKH�EX\HUV�MRXUQH\�

12. On a scale of 1-5, with 1 being the best assessment, how well do your sales and marketing teams leverage marketing automation to align content across the buyer’s journey to present a more united front in communications? 2013 Eloqua Community Content Marketing Survey: LookBookHQ

49%

22%

12% 14%

3%

5 – We have no plan to align content to the buyer’s journey or measure success

4 – We do not understand how to align content and measurement but rLHSPaL�[OL�value in doing so

3 – We are learning how to align content and plan to execute on our strategy within the next six months

2 – We understand how to align content but lack measurement strategy

1 – We are sophisticated in our content alignment and measurement

15

&RQWHQW�PDUNHWLQJ�WUHQGV�VXFK�DV�PDNLQJ�FRQWHQW�¶VQDFNDEOH·�DUH�LQÁXHQFLQJ�VWUDWHJ\�DFURVV�WKH�ERDUG�

75%of companies with marketing budgets >1M per annum are

repurposing content to THRL�P[�ºZUHJRHISL»��

Using progressive profiling to build a better picture of our prospects

Sharing content (ours and third party) that our audience finds useful

Making our new content more visual and engaging

Delivering right time/real time content based on behavioural patterns

Repurposing existing content to make it “snackable” 63%

59%

58%

54%

46%

13. Which of the following trends are influencing your content marketing strategy currently?(Multiple Answers)2013 Eloqua Community Content Marketing Survey: LookBookHQ

��>OLU�KH[H�MVY�[OPZ�X\LZ[PVU�^HZ�JYVZZ�YLMLYLUJLK�^P[O�YLZWVUZLZ�MYVT�X\LZ[PVU�� �MYVT�[OPZ�Z\Y]L`���>OH[�PZ�[OL�ZPaL�VM�`V\Y�THYRL[PUN�I\KNL[&

16

Good news! 51% of Modern Marketers believe that engagement with their content is increasing.

Not sure

Neither (flat)

Declining

Increasing

14. Is audience engagement with your content increasing or declining?2013 Eloqua Community Content Marketing Survey: LookBookHQ

51% 26%

20%

3%

17

But there is still room for improvement. More marketers agree than disagree that their content marketing has not been optimized.

5 – Strongly agree

4 – Agree somewhat

3 – Neither agree nor disagree

2 – Disagree somewhat

1 – Strongly disagree

15. “We have optimized our digital marketing but not our content marketing” – do you agree?2013 Eloqua Community Content Marketing Survey: LookBookHQ

10%

18%

32%

34%

6%

;OL�SHYNLY�[OL�JVTWHU`»Z�THYRL[PUN�I\KNL[��[OL�TVYL�SPRLS`�[OL`�HYL�[V�HNYLL�^P[O�[OL�Z[H[LTLU[��

��>OLU�KH[H�MVY�[OPZ�X\LZ[PVU�^HZ�JYVZZ�YLMLYLUJLK�^P[O�YLZWVUZLZ�MYVT�X\LZ[PVU�� �MYVT�[OPZ�Z\Y]L`���>OH[�PZ�[OL�ZPaL�VM�`V\Y�THYRL[PUN�I\KNL[&

18

Information about survey respondents.

16. What how many employees does your company have?2013 Eloqua Community Content Marketing Survey: LookBookHQ

10% 23%

12%

11%

5%

21%

4%

13%

�� ��������������������������������������������������������������100,000+

01 02 03 04 05 06 0

Business developmentMarketing systemsDemand generationContent marketingDigital marketingLead generationMarketing

18. What is the focus of your role?2013 Eloqua Community Content Marketing Survey: LookBookHQ

55% 44%

39% 36%

30% 24%

9%

Manager

Director

=7President

*�SL]LS

17. What is your position within your company?2013 Eloqua Community Content Marketing Survey: LookBookHQ

65% 23%

6% 6%

1%

$1,000,000+

$500,000 to $1,000,000

$250,001 to $500,000

$100,001 to $250,000

$50,000 to $100,000

Under $50,000

19. What is your marketing budget?2013 Eloqua Community Content Marketing Survey: LookBookHQ

38% 15%

13% 14%

12%

8%