SPONSORED BY B2B enchmarks udgets and Trends150orth America2014 V SPONSORED BY V OVERIETHE STATE OF B2B CONTENT MARKETING INNORTERIGreetings Content MarketersWe have good news to report B2B con ID: 485284
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CONTENT MARKETING SPONSORED BY B2B enchmarks, udgets, and Trends–orth America2014 V SPONSORED BY V OVERIETHE STATE OF B2B CONTENT MARKETING INNORTERIGreetings Content Marketers,We have good news to report! B2B content marketers in North America are making strides: 42% consider themselves e�ective, up from 36% last year. Moreover, we also can begin to understand marketers are feeling more con�dent: For the �rst time, we asked marketers whether they have a documented content strategy (44% do) and a person who oversees content marketing strategy (73% do). Our �ndings tell us that there are distinct di�erences between those who have a strategy and those who do not. Marketers who do are not only more e�ective but also less challenged with every aspect of content marketing. Even though we’ve made great strides, the industry is clearly still in the early adoption phase. However, some marketers are seeing substantial success. Read on to �nd out what a best-in-class content marketer does di�erently and delve into many other �ndings as well. On with the content marketing revolution! nn HandleyChief Content O�icerMarketingrofsJoe PulizziFounderContent Marketing Institute SPONSORED BY V Percentage of B2B Marketers Using Content Marketing93% use contentmarketing7% do notuse contentmarketing 2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs93% of B2B marketers use content marketing.USAGELast year, 91% of marketers said they used content marketing. SPONSORED BY V 42% of B2B marketers say they are e�ective at content marketing.Last year, 36% of marketers said they were e�ective at content marketing.OVERALL EFFECTIVENESS \r\f \n \t\r \b \r\r \n \r 9%33%41%14%2% \r\f \n\t\b 2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs SPONSORED BY V Pro�le of a best-in-class B2B content marketer.OVERALL EFFECTIVENESS \r\f\r \n\t\b\r\f\r Has a documented content strategyHas someone who oversees content marketing strategyAverage number of tactics usedAverage number ofsocial media platforms usedPercent of marketing budget spent on content marketingChallenged with producingengaging content \b “Most E ective” = Respondents who rated their organization’s use of content marketing as 4 or 5 in terms of e ectiveness (on a scale of 1 to 5, with 5 being “Very E ective”) “Least E ective” = Respondents who rated their organization’s use of content marketing as 1 or 2 in terms of e ectiveness (on a scale of 1 to 5, with 1 being “Not At All E ective”) 2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs SPONSORED BY V 44% of B2B marketers have a documented content strategy.B2B marketers who have a documented content strategy are far more likely to consider themselves e�ective (66% vs. 11%).48% of smaller B2B organizations (10-99 employees) have a documented content strategy, compared with 41% of large organizations (1,000+ employees).STRATEGY Percentage of B2B Marketers WhoHave a Documented Content Strateg y 44% Yes49% No6% Unsure 2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs SPONSORED BY V 73% of B2B organizations have someone in place to oversee content marketing strategy.The majority of the most e�ective B2B marketers (86%) have someone who oversees content marketing strategy; however, only 46% of less e�ective marketers do.Small companies (10-99 employees) are more likely than large companies (1,000+ employees) to have someone who oversees content marketing strategy (78% vs. 58%).STRATEGY Percentage of B2B Marketerswith Someone Who Ov ersees Content Marketing Strategy 73% Yes22% No5% Unsure 2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs SPONSORED BY V 73% of B2B content marketers are producing more content than they did one year ago.78% of the most e�ective B2B marketers are creating more content than they did one year ago, compared with 57% of their least e�ective 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% SignificantlyMore41% More20% Same Amount5% Less2% Unsure 2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs SPONSORED BY V 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 marketers were using infographics, compared with 51% this year.TACTIC USAGE B2B Content Marketing Usage (by Tactic)0204060 100 767664 634440513834353025282224107373 2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs SPONSORED BY V B2B content marketers have increasing con�dence with most tactics.For the fourth year in a row, marketers overall have rated in-person events as the most e�ective tactic they use.Best-in-class B2B marketers, however, rate blogs as the most e�ective tactic (79%), which surpasses how they rate in-person events (76%); only 29% of their least e�ective peers rate blogs as e�ective. TACTIC EFFECTIVENESS Confidence Gap \r\f\r \n 70%30%35%37%38%41%41%40%42%43%65%63%62%60%59%59%58%57%Believe It’s E ectiveBelieve It’s Less E ective \t\b\b\b\b\b\b\b\b\b\f\b\t\b\t\b\f\b\b\b\b\b\b\b\b\t\b\b \n €\n‚ € 37%63% ƒ \r„ … †„ \n \n ‡ \n‡ ˆ \n \r‰\n „ Š\n € 2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs SPONSORED BY V 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 everysocial media platform listed here more o�en 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 020406080100 91%85%81%73%55%34%22% 40%16%15%14%22%14%LinkedInTwitterFacebookYouTubeGoogle+PinterestSlideShareVimeoFlickrStumbleUponFoursquareInstagramTumblr 14%Vine B2B 2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs SPONSORED BY V Although adoption rates for social media are high, B2B marketers are unsure of its e�ectiveness.A�er LinkedIn, large companies (1,000+ employees) consider YouTube to be second most e�ective, whereas small companies (10-99 employees) say SlideShare and Twitter are second most e�ective.49% of small companies consider SlideShare e�ective, compared with 38% of large companies.SOCIAL MEDIA EFFECTIVENESS Confidence Gap \r\f \n \t\n\b\b 62%38%50%52%55%70%74%60%77%78%79%50%48%45%40%30%26%23%22%21%Believe It’s E ectiveBelieve It’s Less E ective \r € ‚ƒƒ„ \r … †\n ‡ „\f † ˆ ‰ \n 2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs SPONSORED BY V 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 e�ective B2B content marketers cite lead generation as a goal, compared with 64% of their least e�ective peers.ORGANIZATIONAL GOALS Organizational Goals for B2B Content Marketing82%74%71%57%68%64%57%47%45% \r\f \n\t \b\t \r \b \n €‚ƒ„…† 2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs SPONSORED BY V B2B marketers have cited Web tra�ic and sales lead quality as their top content marketing metrics for the last three years. 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 slightly. Subscriber growth was a new option.The least e�ective B2B marketers place more importance on direct sales, citing it as their fourth top criterion (tied with social media sharing). The most e�ective 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.MEASUREMENT2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Metrics for B2B Content Marketing Succe ss 54%50%48%39%39%44%40%34%29%21%24%14%6%63% 1002030405060708090100 Web Tra icSales Lead QualitySocial Media SharingSales Lead QuantityDirect SalesSEO RankingInbound Links32% Subscriber GrowthCross-sellingCost SavingsBenchmark Li of Company AwarenessIncreased Customer LoyaltyBenchmark Li of Product/Service AwarenessTime Spent on WebsiteQualitative Feedback from Customers SPONSORED BY V 58% of B2B marketers plan to increase their content marketing budget over the next 12 months.More marketers plan to increase their content marketing budgets this year, compared with last year (54%). marketers plan to increase content marketing spending at similar rates, even those who rate themselves as least e�ective.More small companies (10-99 employees) than large companies (1,000+ employees) plan to increase their content marketing budgets over the next 12 months B2B Content Marketing Spending (Over Next 12 Months)10% SignificantlyIncrease48% Increase32% Remain theSame8% Unsure1% Decrease 2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs SPONSORED BY V On average, 30% of B2B marketing budgets are allocated to content marketing.The average amount allocated to B content marketing rose from 26% in 2012 to 33% in 2013, and has now settled �rmly in between.The most e�ective B2B marketers spend a higher percentage (39%) of their budgets on content marketing than their least e�ective peers do (16%). Percent of Total Marketing Budget Spent on B2B Content Marketing5%11%15%21%12%11%2%20%2% 0102030 100%75%-99%50%-74%25%-49%10%-24%5%-9%1%-4%0%Unsure Average Spent: 30% 2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs SPONSORED BY V Large B2B companies outsource content creation more frequently than small companies.There has been no change from last year in how much content marketers create in-house and how much they outsource.There are no real di�erences between how much content the most e�ective and the least e�ective B2B marketers outsource.INSOURCING VS. OUTSOURCING Insourcing vs. Outsourcing of B2B Content Creation In-house OnlyOutsourced OnlyBothOverall/AverageLarge Companies(1,000+ Employees)Small Companies(10-99 Employees)56%28%66%1%1%1%43%72%33% 2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs SPONSORED BY V Writing and design are the two functions most likely tobe outsourced. INSOURCING VS. OUTSOURCING Functions thatB2 B Marketers Outsourc e 64%54%30%22%13%8%5% WritingDesignContent Distribution/SyndicationEditingMeasurement/AnalyticsContent Planning & StrategyBuyer Persona Creation 1002030405060708090100 2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs SPONSORED BY V B2B marketers most o�en tailor content based on industry trends.Nearly all (95%) B2B marketers segment their content in at least one way.The most e�ective B2B marketers tailor content more o�en by every category listed here.SEGMENTATION How B2B Organizations Tailor Conten t 59%55%43% 01020304050607080 Profile of Individual Decision Makers65%Industry TrendsCompany Characteristics4%NoneStage in the Buying Cycle11%Competitors’ Content21%Personalized Content Preferences 2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs SPONSORED BY V Challenges have remained fairly consistent year over year.Aside from lack of time, 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 that B2B Content Marketers Face69%55%47%39%38%33%26%25%25%23%10%15% \r\f \r\n\f \r \t \b \f \t\f \t\t \t\t \f \t \n \b\t \t\t € \f \t\t \t ‚ƒƒ„ƒ…ƒ†ƒ‡ƒˆƒ‰ƒŠƒ‹ƒ‚ƒƒ 2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs SPONSORED BY V Marketers at large companies face di�erent challenges than marketers at small companies. Biggest B2B Content Marketing Challenge (by Company Size) Large Companies(1,000+ 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% \r\f \n \t \r\r\b \f \f \f \r \b\r \n \b\r \r\r\f \b \r\r \r\f \n \t \r\r€ 2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs SPONSORED BY V B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends—North Americawas 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 & Advertising (ADMA), the Direct Marketing Association Industry Week,New Equipment Digest. A total of 4,397 recipients from around the globe—representing a full range of industries, functional areas, and company sizes—responded throughout July and August 2013. B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America reports on the �ndings from 1,217 (out of the total 4,397) respondents who identi�ed themselves as B2B marketers in North America. B2B Industry Classifi cation 27% 18%\r\f \n\t \r\b\r \f \r\f 11%12%10% 5% 5%5%4%3% \r \f \f \r\f \r\f Size of B2B Compan y (by Employees)Micro(Fewer than 10 Employees)30%Small(10-99 Employees)31%Midsize(100-999 Employees)Large(1,000+ Employees)22%19% B2B Job Title/Function7%6%4%4%Sales/BusinessManagementConsultantAdvertising/MarketingCommunications/PR40%Corporate Management/Owner25%9%ContentCreation/ManagementMarketing Administration / SupportGeneralManagement Other5% SPONSORED BY V About Content Marketing Institute:Content 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. CMI’s 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 O�icer, 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 www.contentmarketinginstitute.com/researchAbout MarketingProfs:Marketingrofs(www.marketingprofs.com) is a marketing education and training company that o�ers actionable know-how designed to make you a smarter marketer. More than 600,000 MarketingProfs members rely on our free daily publications, virtual conferences, and more to stay up-to-date on the most important trends in marketing—and how to apply them to their businesses.About Brightcove:Brightcove Inc. (NASDAQ: BCOV), a leading global provider of cloud services for video, o�ers a family of products used to revolutionize the way organizations deliver video experiences. The company’s 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 6,300 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 http://www.brightcove.com