Content Marketing in 2014. A retrospective

Numbers

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Content marketing, a priority in 2014

93% of B2B marketers use content marketing; 44% of B2B marketers have a documented content strategy; 42% of B2B marketers said they were effective at content marketing;

73% of B2B content marketers are producing more content than they did one year ago; 79% of consultants reported offering content creation as a service (second only to analytics at 85%);

Content marketing was reported to have the highest year-over-year demand increase, with 71% of respondents reporting increased demand.

Challenges

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lack of time (69%) producing enough content (58%) producing the kind of content that engages (55%) producing a variety of content (42%) inability to measure content effectiveness (40%)

Tactics

51% of B2B marketers

used infographics, versus 38% in

2013

Blogs are deemed the

most effective

tactic

Blogs are deemed the most effective tactic

B2B marketers overall have rated in-person events as the most effective tactic they use.

1/3 of marketers will invest in CRM solutions that can track in-

person interactions

Social media platforms

LinkedIn – 82%

Twitter – 66% YouTube – 64% Facebook – 41% SlideShare – 38%

Effectiveness of

social media

Twitter was rated the most confident social media platform.

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Social media platforms that had the biggest usage increase

SlideShare Google+ Instagram

Budget h"p://goo.gl/PqGBgP  

64% of marketers

have a dedicated content

marketing budget

54 % of marketers reported monthly

budgets of $500 or more.

51 % of the content

marketing budget is owned by corporate marketing  

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52,41% marketers stated that

about 25% of 2015

marketing budget is

devoted to content

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Outsourced content

57% of technology marketers outsource content creation

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Writing and design are the functions that technology marketers are most likely to outsource.

Other oursourced content marketing

formats:

analyst/research reports

blogging

white papers

39% of marketers consider

themselves at least somewhat

successful at tracking content marketing ROI

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Tools

1. Google trends 2. Google alerts 3. Google Insight for Search 4. G+ Trending 5. Reddit

6. Haro 7. Moz 8. Disqus 9. My blog guest 10. Topsy

Top 10 content marketing tools

55% of marketers

rated videos as a ‘very effective’

social media post

type.

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Publishing

22% multiple times per month; 20% multiple times per week; 18% weekly.

Frequency

LinkedIn was the social media platform content marketers used most often to distribute content.

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Metrics

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Direct sales have consistently gone down in importance as a measurement criterion

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Top metrics for content marketing success

website traffic (69%);  

view/downloads (59%);

lead quantity (42%).  

2015 Goals h"p://goo.gl/Pk54yk  

Most B2B content marketers cite brand awareness as a goal (84%).

Marketers cite lead

generation as their second goal for content

marketing (83%).

Last, but not least, they

cite engagement as their 2015 goal (81%).

Important overall marketing goals

return on investment (28,29%); traffic and audience growth (24,79%); lifetime customer value (21,30%); thought leadership (18,14%).

69% of marketers choose original content over licensed content.

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57% of all companies have two or more people dedicated to content marketing.

74% of marketers

believe that they could drive 2.5x more ROI, brand lift, or LTV if they

had an expert content team.

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slide 2 – B2B Content marketing Institute Research slide 3 – B2B Content marketing Institute Research

- Moz Blog slide 4 – Moz Blog slide 6 – B2B Content Marketing Institute SlideShare Research slide 8 – B2B Content Marketing Institute Reseach slide 11- Content Marketing Trend of 2014 Reseach, by Linked In slide 13 – B2B Content Marketing Report slide 17 - B2B Content Marketing Report

- Moz Blog slide 18 - B2B Content Marketing Report slide 19 - Study: 600 Marketers’ Fears, Goals, and Plans For 2015, by Contently slide 20 – B2B Content Marketing Institute SlideShare Research slide 22 - B2B Content Marketing Report slide 23 - B2B Content Marketing Report slide 25 – Moz Blog slide 26 -

Sources

slide 26 - Content Marketing Trend of 2014 Reseach, by LinkedIn slide 28 - B2B Content Marketing Report slide 29 - B2B Content Marketing Institute SlideShare Research slide 32 - B2B Content Marketing Institute SlideShare Research

- B2B Content Marketing Report slide 34 – 2015 Benchmarks, budgets and trends – North America, by Content Marketing Institute slide 35 - 2015 Benchmarks, budgets and trends – North America, by Content Marketing Institute slide 36 - Study: 600 Marketers’ Fears, Goals, and Plans For 2015, by Contently slide 37 - Study: 600 Marketers’ Fears, Goals, and Plans For 2015, by Contently slide 38 - Study: 600 Marketers’ Fears, Goals, and Plans For 2015, by Contently slide 39 - Study: 600 Marketers’ Fears, Goals, and Plans For 2015, by Contently