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1 SPONSORED BY 2 CONTENT MARKETING 2017 Be
SPONSORED BY 2 CONTENT MARKETING 2017 Benchmarks, Budgets, and Trends—North America CONTENT MARKETING WelcomeThis Year’s B2B Content Marketing Top Performers At-A-GlanceSECTION 1: Usage & Team OrganizationSECTION 2: Clarity, Commitment & Overall SuccessSECTION 3: Content Marketing StrategySECTION 4: Content Creation & DistributionSECTION 5: Goals & Metrics SECTION 6: Budgets & SpendingMethodology/DemographicsTABLE OF CONTENTSSPONSORED BY 2 WELCOMEGreetings Marketers,Welcome to the 7th Annual B2B Content Marketing Benchmarks, Budgets, and Trends—North America report. We’ve made quite a few changes to our annual survey this year to re�ect the maturing content marketing industry.This year’s researc

2 h paints a brighter picture than the las
h paints a brighter picture than the last few years, indicating that content marketing is alive and well! Content marketers are on track—with 62% reporting that their organizations are much more or somewhat more successful with their overall content marketing approach compared with one year ago.Like last year, those who are further along with their approach are the most successful, while the vast majority of the least successful are in the young/early phases of content marketing. With time, a documented strategy, creativity, meaningful goals and metrics, a willingness to experiment, and perhaps most importantly, a commitment to content marketing, those marketers will succeed.Please watch for continuing editorial coverage o

3 f our research �ndings throug
f our research �ndings throughout 2017. We hope you will �nd the insights useful as you prepare for the year ahead.Yours in content, Joe PulizziFounderContent Marketing Institute Ann HandleyChief Content O�icerMarketingProfs 3 SPONSORED BY 4 COMPARISON CHART Most SuccessfulAll RespondentsLeast SuccessfulOrganization is clear on what an e�ective or successful content marketing program looks likeOrganization is extremely/very committed to content marketingDescribes organization’s content marketing maturity as sophisticated/matureHas a documented content marketing strategyContent marketing strategy is extremely/very e�ectiveMeasures content marketing ROIPercentage of tota

4 l marketing budget allocated to content
l marketing budget allocated to content marketing (average)Agrees that organization is realistic about what content marketing can achieveAgrees that organization is able to quickly adjust content marketing strategyAlways/frequently delivers content consistentlyAgrees that leadership gives ample time to produce resultsThis Year’s B2B Content Marketing Top Performers At-A-Glance 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfsChart term de�nitions: A top performer (aka, “most successful”) is one who characterizes his or her organization’s overall content marketing approach as extremely or very successful. The “least successful” characterize

5 their organization’s approach as mi
their organization’s approach as minimally or not at all successful.SPONSORED BY 5 USAGE & TEAMORGANIZATION28%55%42% Are in the sophisticated/mature phase of content marketing maturityHave small content marketing teams serving the entire organizationHave experienced management changes that have had a positive impact on the organization’s content marketing USAGE & TEAMORGANIZATIONSPONSORED BY CONTENT MARKETING 6 USAGE & TEAM ORGANIZATION2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfsDoes your organization use content marketing?Content marketing is de�ned as “a strategic marketing approach focused on creating and distributing valuable, relevant, and consisten

6 t content to attract and retain a clearl
t content to attract and retain a clearly de�ned audience—and, ultimately, to drive pro�table customer action.” Note: Of the 11% nonusers, 52% say they plan to launch a content marketing e�ort within 12 months; 43% had no immediate plans to begin using content marketing; and 5% had used content marketing in the past but stopped.Base = B2B marketers. 89%Yes11%No Percentage of B2B Marketers Using Content Marketin SPONSORED BY 7 USAGE & TEAM ORGANIZATION2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfsHow would you describe your organization’s content marketing maturity level?How B2B Marketers Assess Their Organization’s Content Marketin

7 g Maturity Level SOPHISTICATEDMATURE35%P
g Maturity Level SOPHISTICATEDMATURE35%Providing accurate measurement to the business, scaling across the organizationFinding success, yet challenged with integration across the organizationHave developed a business case, seeing early success, becoming more sophisticated with measurement and scalingGrowing pains, challenged with creating a cohesive strategy and a measurement planDoing some aspects of content, but have not yet begun to make content marketing a process Base = Content marketers; aided list.SPONSORED BY 8 USAGE & TEAM ORGANIZATION2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfsHow is content marketing structured within your organization? B2B Content Marketing Organiza

8 tional Structure Centralized content mar
tional Structure Centralized content marketing group that works with multiple brands/product lines throughout the organizationEach brand (product line/property) has its own content marketing teamBoth: A centralized group as well as individual teams throughout the organizationSmall (or one-person) marketing/content marketing teamserves the entire organization Base = Content marketers; aided list.SPONSORED BY 9 USAGE & TEAM ORGANIZATION2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfsHas your organization undergone any management and/or structural changes over the last 12 months that have impacted your content marketing approach?Base = Content marketers; aided list. B2B Management Ch

9 anges Impacting Content Marketing SPONSO
anges Impacting Content Marketing SPONSORED BY 10 CLARITY, COMMITMENT & OVERALL SUCCESS63%22%62% Are extremely or very committed to content marketingAre extremely or very successful with their overall approach to content marketingAre much more or somewhat more successful with content marketing than they were one year ago SPONSORED BY CONTENT MARKETING 11 CLARITY, COMMITMENT & OVERALL SUCCESS2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfsIn your organization, is it clear what an eective or successful content marketing program looks like? Base = Content marketers; aided list. Percentage of B2B Marketers Whose OrganizationsHave Clarity on Content Marketing Success SPONSORED BY

10 12 CLARITY, COMMITMENT & OVERALL SUCCESS
12 CLARITY, COMMITMENT & OVERALL SUCCESS2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfsHow would you describe your organization’s commitment level to content marketing?Base = Content marketers; aided list. 1%B2B Organizations’ Commitment to Content Marketing SPONSORED BY 13 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs CLARITY, COMMITMENT & OVERALL SUCCESSHow would you characterize the success of your organization’s current overall content marketing approach?Base = Content marketers; aided list.Note: The survey de�ned success as achieving your organization’s desired/targeted results. This report de&

11 #x00660069;nes the Top 2 respondents (ex
#x00660069;nes the Top 2 respondents (extremely/very) as “most successful” or “top performers,” and the Bottom 2 (minimally/not at all) as “least successful.” 3%How B2B Marketers Rate the Success of Their Organizations’ Overall Content Marketing Approach SPONSORED BY 14 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs CLARITY, COMMITMENT & OVERALL SUCCESSHow does the success of your organization’s current overall content marketing approach compare with one year ago?Base = Content marketers; aided list. How B2B Marketers Rate Their Organization’sContent Marketing Success ComparedWith One Year AgoMuch More SuccessfulSomewhatMore SuccessfulOne Year AgoSomew

12 hatLessSuccessfulMuch LessSuccessful (pr
hatLessSuccessfulMuch LessSuccessful (program less thanone year old) SPONSORED BY 15 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs CLARITY, COMMITMENT & OVERALL SUCCESSTo what factors do you attribute your organization’s increase in overall success?Base = Content marketers who said their organizations’ content marketing success is much/somewhat more successful than one year ago. Aided list; multiple responses permitted.Other reasons cited: Content Marketing Technologies/Tools (28%), More Budget for Content Marketing (25%), Content Marketing Training/Education (23%), We Have Given Our E�orts Time to Bear Fruit and Are Now Getting Results (21%), Assistance of

13 Outside Expertise (10%), Changes in Tar
Outside Expertise (10%), Changes in Target Audience (7%), and Other (3%). Factors Contributing to B2B Marketers’ Increased Success Over the Last Year Content Creation (higherquality, more ecient)Strategy (developmentor adjustment)Content Marketing HasBecome a Greater PrioritySpending More Time onContent MarketingContent Distribution (bettertargeting, identicationof what works)Management/HR (organizationalchanges, stang, new contentmarketing roles)Content Measurement(growing in ability toshow results)    SPONSORED BY 16 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs CLARITY, COMMITMENT & OVERALL SUCCESSTo what fact

14 ors do you attribute your organization&#
ors do you attribute your organization’s stagnancy in success with content marketing?Base = Content marketers who said their organizations’ content marketing success isabout the same as one year ago. Aided list; multiple responses permitted.Other reasons cited: Content Marketing Technologies/Tools [lack of, or new systems that require a learning curve] (24%), Lack of Content Marketing Training/Education (22%), Lack of Adequate or E�ective Content Distribution (20%), Program Hasn’t Had Enough Time to Bear Fruit/Produce Results (14%), Changes in Target Audience Factors Contributing to B2B Marketers’ Stagnant Success Over the Last Year Not Enough Time Devotedto Content MarketingContent-CreationStrat

15 egy Issues (lack of strategy,developing/
egy Issues (lack of strategy,developing/adjusting strategy)Management/HR(organizational changes,Content Marketing BudgetIssues (inadequate budget,Content Marketing NotPrioritized Highly EnoughContent Measurement       SPONSORED BY 17 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs CLARITY, COMMITMENT & OVERALL SUCCESSTo what factors do you attribute your organization’s decrease in success with content marketing?Base = Content marketers who said their organizations’ content marketing success is somewhat/much less successful than one year ago. Aided list; multiple responses permitted

16 .Other reasons cited: Changes in Target
.Other reasons cited: Changes in Target Audience (20%), Lack of Adequate or E�ective Content Distribution (20%), Lack of Content Marketing Training/Education (20%), Content Measurement Challenges (13%), Content Marketing Technologies/Tools [lack of, or new systems that require a learning curve] (10%), Program Hasn’t Had Enough Time to Bear Fruit/Produce Results (10%), Factors Contributing to B2B Marketers’ Decreased Success Over the Last Year Not Enough Time Devotedto Content MarketingContent-CreationStrategy Issues (lack of strategy,developing/adjusting strategy)Management/HR(organizational changes,Content Marketing BudgetIssues (inadequate budget,Content Marketing NotPrioritized Highly Enough 

17    &#
     SPONSORED BY 18 CLARITY, COMMITMENT & OVERALL SUCCESS2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfsIndicate your level of agreement with the following statements concerning content marketing in your organization. Base = Content marketers; aided list. Base = Content marketers; aided list. B2B Marketers’ Opinions About Content MarketingContent marketing is an important componentof our organization’s marketing programOur organization is focused on providing anoverall exceptional experience for our audienceOur organization is focused more on building long-term relationships than on getting quick (campaig

18 n-like) results from our content marketi
n-like) results from our content marketingOur organization values creativity and craft in content creation and productionOur organization is focused on building audiences (building one or more subscriber bases)Our organization has realistic expectationsabout what content marketing can achieveWe are able to respond quickly when necessaryto adjust our content marketing strategyOur leadership team gives us ample time toproduce content marketing results Agree Neither Agree Nor Disagree Disagree SPONSORED BY 19 CONTENT MARKETINGSTRATEGY37% Have a documented content marketing strategy 73%34%Say their strategy includes a plan to operate content marketing as an ongoing business process, not simply a campaignSay their st

19 rategy is extremely or very e�
rategy is extremely or very e�ective at helping their organization achieve its current content marketing goals SPONSORED BY 20 CONTENT MARKETING STRATEGY2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfsDoes your organization have a content marketing strategy?Base = Content marketers; aided list. 41%4%37%17% Percentage of B2B Marketers Who Have a Content Marketing Strategy SPONSORED BY 21 CONTENT MARKETING STRATEGY2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfsWhich of the following elements are included in your content marketing strategy?Base = Content marketers who have a content marketing strategy. Aided list; multiple

20 responses permitted. Elements B2B Market
responses permitted. Elements B2B Marketers Include in Their Content Marketing Strategy A plan to operate content marketingas an ongoing business process,not simply a campaignContent mission and a dierentiatedstory/value to deliverDeep understanding ofaudience personasA process to align with other sales/marketing/loyalty initiativesWell-dened business goals for content A measurement plan to provide both insight and progress toward The ability to scale over time (i.e., to growalong with your organization)Other elementsUnsure         SPONSORED BY 22 CONTENT MARKETING STRATEGY2017 B2B Content Marketing Tren

21 ds—North America: Content Marketing
ds—North America: Content Marketing Institute/MarketingProfsHow eective is your content marketing strategy at helping your organization achieve its current content marketing goals?Base = Content marketers who have a content marketing strategy; aided list. 0%How B2B Marketers Rate the E�ectiveness of Their Content Marketing Strategy SPONSORED BY 23 CONTENT MARKETING STRATEGY2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfsHow eective is your content marketing strategy compared with one year ago?Base = Content marketers who have a content marketing strategy; aided list. How B2B Marketers Rate the E�ectiveness of Their Content Marketing Strategy Co

22 mpared With One Year AgoMuch More E�
mpared With One Year AgoMuch More E�ectiveSomewhatMore E�ectiveOne Year AgoSomewhatLessE�ectiveMuch LessE�ective(program less thanone year old) SPONSORED BY 24 CONTENT CREATION & DISTRIBUTION76%71%69% Prioritize delivering content quality over quantityConsider how their content impacts the overall experience a person has with their organizationFocus on creating content for their audience versus their brand SPONSORED BY CONTENT MARKETING 25 CONTENT CREATION & DISTRIBUTION2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfsWhich content marketing tools does your organization currently use?Base = Content marketers. Aided list; multiple response

23 s permitted.Fewer than 40% of B2B market
s permitted.Fewer than 40% of B2B marketers said they use the following toolsMeasurement KPIs/Dashboard (36%), Media Plan/Paid Advertising Calendar (32%), Editorial Mission Statement (18%), Content Collaboration/Work�ow So�ware (13%), Digital Asset Management (DAM) System/File Storage (11%), Content Distribution So�ware (9%), Content Planning/Creation So�ware B2B Marketers’ Content Marketing Tool Usage Social Media GuidelinesBuyer PersonasMarketing Automation SoftwareBrand StyleTone of Voice GuidelinesSocial Media CalendarContent Management SystemEditorial CalendarDedicated Email PlatformAnalytics Tools     &#

24 29;   
29;    SPONSORED BY 26 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs CONTENT CREATION & DISTRIBUTIONWhich techniques does your organization use to gain knowledge about its target audience(s)?Base = Content marketers. Aided list; multiple responses permitted.Fewer than 35% of B2B marketers said they use the following techniquesDatabase Analysis (31%), Qualitative Primary Research (28%), Quantitative Primary Research (27%), Auditing Existing Buyer Data (24%), Expert Advisory Boards (11%), Usability Testing (11%), and Other (1%). 3% said they do not use techniques. Techniques B2B Marketers Use to Learn About Audience(s) for Content Mark

25 eting Purposes Secondary Data AnalysisA/
eting Purposes Secondary Data AnalysisA/B TestingCustomer Feedback/PanelsSocial ListeningCompetitive AnalysisEmployee FeedbackKeyword SearchWebsite Analysis        SPONSORED BY 27 CONTENT CREATION & DISTRIBUTION2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfsCompared with 2016, do you expect your organization to produce more, the same amount, or less original content in 2017?Base = Content marketers; aided list. 3%Expected Change in B2B Content Creation(2016 vs. 2017) SPONSORED BY 28 CONTENT CREATION & DISTRIBUTION2017 B2B Content Marketing Trends—North America: Content Ma

26 rketing Institute/MarketingProfsWhich co
rketing Institute/MarketingProfsWhich content marketing tactics does your organization use?Base = Content marketers. Aided list; multiple responses permitted.Fewer than 50% of B2B marketers said they use the following tactics: Online Presentations (42%), Illustrations/Photos (39%), Research Reports (28%), Interactive Tools (28%), Print Magazines (23%), Digital Magazines (17%), Books (15%), Mobile Apps (14%), Podcasts (12%), Separate Content Hubs (10%), Video [live-streaming media] (10%), Print Newsletters (9%), Virtual Conferences (8%), B2B Marketers’ Content Marketing Tactic UsageWebinars/WebcastsInfographicsVideo (pre-produced)Ebooks/White PapersIn-Person EventsEmail NewslettersSocial Media Content  

27   
      Average NumberUsed: SPONSORED BY 29 CONTENT CREATION & DISTRIBUTION2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfsWhich content marketing tactics that your organization uses will be most critical to its overall content marketing success in 2017?Base = Content marketers who use the tactics shown; multiple responses permitted.Fewer than 30% of B2B marketers whose organizations use the following tactics said the tactic will be critical to overall content marketing success Infographics (15%), Research Reports (12%), Online Presentations (11%), Interactive Tools (9%), Illustrations/Photos (7%),

28 Print Magazines (6%), Digital Magazines
Print Magazines (6%), Digital Magazines (5%), Books (4%), Mobile Apps (4%), Video [live-streaming media] (4%), Separate Content Hubs (4%), Podcasts (3%), Print Newsletters (2%), Virtual Conferences (2%), and Other (4%). Tactics Used That B2B Marketers Say Will be Most Critical to Content Marketing Success in 2017 Webinars/WebcastsVideo (pre-produced)Ebooks/White PapersIn-Person EventsEmail NewslettersSocial Media Content       SPONSORED BY 30 CONTENT CREATION & DISTRIBUTION2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfsHow often do you take the following concepts into account while creating

29 content for your organization?Base: Con
content for your organization?Base: Content marketers; aided list. How O�en B2B Marketers Consider Various Concepts While Creating ContentPrioritize delivering contentquality over content quantityConsider how our content impacts the overallexperience a person has with our organizationDierentiate our content from our competition’sFocus on creating content for ouraudience versus our brandDeliver content consistentlyCraft content based on specicpoints of the buyer’s journeyPrioritize providing the right contentto the right person at the right time Always/Frequently Sometimes Rarely/Never SPONSORED BY 31 CONTENT CREATION & DISTRIBUTION2017 B2B Content Marketing Trends—North Amer

30 ica: Content Marketing Institute/Marketi
ica: Content Marketing Institute/MarketingProfsWhich channels does your organization use to distribute content?Base = Content marketers. Aided list; multiple responses permitted.Fewer than 25% of B2B marketers said they use the following channels: Pinterest (14%), Medium (6%), Snapchat (3%), iTunes (3%), Tumblr (2%), and Other (18%). Channels B2B Marketers Use to Distribute ContentInstagramSlideSharePrintGoogle+YouTubeFacebookTwitterLinkedIn         Average NumberUsed: SPONSORED BY 32 CONTENT CREATION & DISTRIBUTION2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs

31 How important is each channel your organ
How important is each channel your organization uses to its overall content marketing success?Base = Content marketers who use the channels shown; multiple responses permitted.Note: Percentages comprise marketers who rated each channel a 4 or 5 on a 5-point scale where 5 = Extremely Important and 1 = Not At All Important. Importance ratings for Pinterest, Medium, Snapchat, iTunes, and Tumbler are not reported due to low incidence of use. Channels B2B Marketers Use to Distribute ContentRated by Importance to Overall Content Marketing SuccessFacebookInstagramGoogle+YouTubeTwitterSlideShareLinkedInPrint         S

32 PONSORED BY 33 CONTENT CREATION & DISTRI
PONSORED BY 33 CONTENT CREATION & DISTRIBUTION2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfsWhich paid methods of content promotion does your organization use in its content marketing eorts?Base = Content marketers. Aided list; multiple responses permitted. Paid Methods B2B Marketers Use to Promote ContentTraditional Online Banner AdsNative AdvertisingDo Not UsePrint or Other Oine PromotionSearch Engine MarketingSocial Promotion       Average NumberUsed: Content Discovery Tools SPONSORED BY 34 CONTENT CREATION & DISTRIBUTION2017 B2B Content Marketing Trends—North America: Content

33 Marketing Institute/MarketingProfsHow e&
Marketing Institute/MarketingProfsHow eective are the paid methods of content promotion that your organization uses?Base = Content marketers who use the paid methods shown; multiple responses permitted.Note: Percentages comprise marketers who rated each paid method a 4 or 5 on a 5-point scale where 5 = Extremely E�ective and 1 = Not At All E�ective. The survey de�ned e�ectiveness as accomplishing your content marketing objectives. Paid Methods B2B Marketers Use to Promote Content Rated by E�ectiveness Print or Other Oine PromotionNative AdvertisingTraditional Online Banner AdsContent Discovery ToolsSocial PromotionSearch Engine Marketing  

34    &#
    SPONSORED BY 35 GOALS & METRICS80%78%75% Will focus on lead gen as a content marketing goal over the next 12 monthsUse website tra�ic to measure how well their content marketing is producing resultsCan demonstrate how content marketing has increased audience engagement SPONSORED BY CONTENT MARKETING 36 GOALS & METRICS2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfsWhich content marketing goals will your organization focus on over the next 12 months?Base: Content marketers. Aided list; multiple responses permitted.Fewer than 45% of B2B marketers cited the following goals: Customer Evangelism/Creating Brand Advocates (

35 42%), Upsell/Cross-Sell (38%), Cost Org
42%), Upsell/Cross-Sell (38%), Cost Organizational Goals for B2B Content Marketing Over Next 12 Months Customer Retention/LoyaltyBuilding an Audience viaSubscription GrowthEngagementLead NurturingSalesBrand AwarenessLead Generation       SPONSORED BY 37 GOALS & METRICS2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfsWhich metrics does your organization use to determine how well its content marketing is producing results?Base = Content marketers. Aided list; multiple responses permitted.Fewer than 35% of B2B marketers said they use the following metrics: Qualitative Feedback from Customers (33

36 %), Inbound Links (32%), Data Capture (2
%), Inbound Links (32%), Data Capture (28%), Customer Renewal Rates (19%), Purchase Intent (17%), Brand Li� (15%), and Other (4%). 2% said they do not use metrics. B2B Marketers’ Content Marketing Metrics UsageSEO RankingSalesSales Lead QuantitySubscriber/Community GrowthSocial Media SharingTime Spent on WebsiteHigher Conversion RatesSales Lead QualityWebsite Trac         SPONSORED BY 38 GOALS & METRICS2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfsWhich metrics that your organization uses provide truly measurable results of your content mar

37 keting eorts?Base = Content markete
keting eorts?Base = Content marketers who use the metrics shown; multiple responses permitted.Fewer than 15% of B2B marketers whose organizations use the following metrics said the metric provides truly measurable results of their content marketing e�orts: Inbound Links (11%), Qualitative Feedback from Customers (10%), Data Capture (9%), Customer Renewal Rates (8%), Purchase Intent (5%), Brand Li� (4%), and Other (2%). 9% said none of the metrics they use provide truly measurable results. Metrics Used That B2B Marketers Say Provide Truly Measurable Results of Content Marketing E�ortsSEO RankingSales Lead QuantitySocial Media SharingSalesTime Spent on WebsiteHigher Conversion RatesSales Lead

38 QualityWebsite Trac 
QualityWebsite Trac         Subscriber/Community Growth SPONSORED BY 39 GOALS & METRICS2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfsAt which phases of the buyer’s journey does your organization measure content marketing ROI?Base = Content marketers. Aided list; multiple responses permitted. Phases of Buyer’s Journey Where B2B Marketers Measure Content Marketing ROI Top-of-funnel• Lead generation• Building an audienceMid-funnel• Developing relationships withqualified leads and existing customersBottom-of-funnel• ConversionsPo

39 st-sales• Retention• Upsell/Cr
st-sales• Retention• Upsell/Cross-Sell• Loyalty• EvangelismDo not measure content marketing ROI  SPONSORED BY 40 GOALS & METRICS2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfsIndicate your level of agreement with each statement concerning the content marketing metrics used in your organization.Base = Content marketers who use metrics to determine content marketing results; aided list. B2B Marketers’ Metrics Agreement StatementsI/my team can demonstrate how content marketing has…Increased audienceengagementIncreased our salesIncreased our Decreased our cost ofcustomer acquisiti

40 on Agree Neither Agree Nor Disagr
on Agree Neither Agree Nor Disagree Disagree SPONSORED BY 41 BUDGETS & SPENDING29%39%45% Is the average proportion of total marketing budget that is spent on content marketingPlan to increase their content marketing spending over the next 12 monthsPlan to keep their content marketing spending around the same level over the next 12 months SPONSORED BY CONTENT MARKETING 42 BUDGETS & SPENDING2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfsApproximately what percentage of your organization’s total marketing budget (not including sta) is spent on content marketing?Base = Content marketers; aided list. Percentage of Total Marketing Budget Spent on B2B Content

41 MarketingUnsure Average: SPONSORED BY 43
MarketingUnsure Average: SPONSORED BY 43 BUDGETS & SPENDING2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfsHow do you expect your organization’s content marketing budget to change in the next 12 months?Base = Content marketers; aided list. 14%B2B Content Marketing Spending(Over Next 12 Months) Decrease Unsure SPONSORED BY 44 METHODOLOGY/DEMOGRAPHICS2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfsB2B Content Marketing: 2017 Benchmarks, Budgets, and Trends—North America was produced by Content Marketing Institute MarketingProfsand sponsored by Brightcove7th Annual Content Marketing Survey, from which the results of this repor

42 t were generated, was mailed electronica
t were generated, was mailed electronically to a sample of marketers included in lists from Content Marketing Institute, MarketingProfs, The Association for Data-driven Marketing & Advertising (ADMA), and WTWH Media.A total of 2,562 recipients from around the globe—representing a full range of industries, functional areas, and company sizes—completed the survey during July and August 2016. This report presents the �ndings from the 1,102 respondents who said they were B2B marketers in North America. B2B Industry Classification Size of B2B Company (by Employees) B2B Job Title/ Function TechnologyAgency (Advertising, Digital Marketing,Content Marketing, PR, Marcom)ManufacturingPublishing/MediaBanking/Ac

43 counting/FinancialHealthcare/Pharmaceuti
counting/FinancialHealthcare/PharmaceuticalsEngineering/Construction/Architecture 25%18%16%9%5%3%3%3%18% 43%16%11%15%9%6% Marketing/Advertising/ Communications/PR ManagementCorporate Management (Owner/President, CEO, CMO)Content Creation/ManagementMarketing – Sta�/SupportGeneral Management (GM, VP) SPONSORED BY 45 Content Marketing Institute and MarketingProfs thank all the survey respondents and the distribution partners who made this survey possible.About Content Marketing Institute (CMI)Content Marketing Institute is the leading global content marketing education and training organization, teaching enterprise brands how to attract and retain customers through compelling, multichannel storytelling. CMI

44 46;s Content Marketing World event, the
46;s Content Marketing World event, the largest content marketing-focused event, is held every September in Cleveland, Ohio, USA, and the Intelligent Content Conference event is held every spring. CMI publishes the bi-monthly magazine Chief Content O�icer, and provides strategic consulting and content marketing research for some of the best-known brands in the world. Watch this to learn more about CMI, a UBM company. To view all research and to subscribe to our www.contentmarketinginstitute.comAbout MarketingProfsMarketingProfs o�ers real-world education for modern marketers. More than 600,000 marketing professionals worldwide rely on our free daily publications, virtual conferences, MarketingProfs Unive

45 rsity, and more to stay up to date on th
rsity, and more to stay up to date on the most important trends and tactics in marketing—and how to apply them to their businesses. Visit MarketingProfs.com for more information.About BrightcoveBrightcove Inc.(NASDAQ:BCOV) is the leading global provider of powerful cloud solutions for delivering and monetizing video across connected devices. The company o�ers a full suite of products and services that reduce the cost and complexity associated with publishing, distributing, measuring, and monetizing video across devices. Brightcove has nearly 5,000 customers in over 70 countries that rely on the company’s cloud solutions to successfully publish high-quality video experiences to audiences everywhere. To learn mo