Welcome to our ninth annual B2B Content Marketing Benchmarks, Budgets, and Trends—North America report. We surveyed content marketers worldwide about a range of content marketing topics including strategy, audience development, technology proficiency, and content types. This report presents the data from the B2B content marketers in North America.
Although issues such as changes in SEO and social media algorithms are top-of-mind for B2B content marketers, they are accustomed to rapid changes in technology that often enable them to do their jobs faster, with better results. When the process-related components of the content marketer’s job are efficient, time is freed up to better serve the audience, discovering and developing the types of content they truly want and need.
We hope you find this research helpful as you plan for 2019!
The document provides a guide to developing a successful digital marketing strategy. It outlines 5 key stages: 1) Research the battlefield by understanding your target audience and competitors, 2) Set goals by defining objectives and key performance indicators, 3) Plan the attack by differentiating your brand and deciding how to communicate to customers, 4) Gather your weapons by integrating your brand across marketing channels and platforms, 5) Review gains and losses by analyzing performance against objectives. The guide stresses the importance of an adaptive digital strategy to stay ahead in a shifting landscape.
The document outlines Jake Aull's presentation on SEO strategy. It discusses conducting keyword research, planning site architecture and linking, developing content strategies, and implementing an SEO plan in stages. The presentation covers selecting objectives, analyzing competitors, optimizing on-site elements, building relevant off-site links, and monitoring progress.
We’ve been drawing on Byron Sharp’s work at the Ehrenberg-Bass Institute to help explain how brands can grow to become market leaders. Let's break down the difference between differentiation and distinctiveness, and which of the two unlocks the potential for true brand innovation.
This document outlines a 10-step SEO strategy that focuses on keyword research, optimizing existing pages, competitive analysis, optimizing site structure, creating new landing pages and content, developing a keyword strategy, measuring results, building new links, evaluating and recalibrating the strategy on an ongoing basis. It also discusses targeting long-tail keywords which have less competition but more searches than head keywords. An example is given of head versus long-tail keywords for "widgets".
Compiled by Kurio & thenetworkone
The contributing experts and agencies are : Michał Kaliściak, Head of Content & Moderation, 180heartbeats +JUNG v MATT (PL), Kevin Fernandez, Social Media Producer, Adolescent Content (USA), Mar Camps, Digital Director, Atrevia (ES), Emily Ostrowska, Social Strategist, Culture (NZ), Adaobi Ugoago, Senior Creative Strategist, Day One Agency (USA), Silvia Tasso, Senior Digital Strategist & Francesca Trevisan, Digital Strategist, Different (IT), Jemma Parkin, Senior Account Manager, The Hallway (AU), Monika James, General Manager, Healthy Thinking Group Asia (SG), James Hebbert, Managing Director, Hylink UK (CH/UK), Lukas Hardy, Social Media Manager & Pancho González, Chief Creative Officer, Inbrax (CL), Oana Oprea, Head of Digital Planning, Jam Session (RO), Megan Perks, Executive Creative Director, Joe Public United (SA), Amy Bottrill, Social Account Director, Launch (UK), Gaby Arriaga, Founder, Leonardo1452 (MX), Rajesh Mehta, Chief Strategy Officer & Dhruv Gaur, Consultant, Digital Marketing, Medulla Communications (IN), Shannon Osborne, Head of Digital, Osaka Labs (UK), Lucas Florian, Unit Director, PIABO (DE), Kei Obusan, Senior Data and Insights Manager, Radarr (SG), Carol Chan, Managing Director, Comms8 (UK/HK), Presh Hunder, Social Media Manager & Jide Agbana, Product Marketing Manager, Enterfive (US / UK / NRA), Christopher Dimmock, SVP Integrated Strategy, Abelson Taylor (USA)
As marketing budgets recover from the pandemic, social media spending is increasing. However, social media faces greater scrutiny as it receives larger portions of budgets. Marketers are more confident in social media's ROI, but senior leadership demands clear proof of social's value. In 2023, social media practitioners will need to closely align their goals and metrics with business objectives to satisfy increased scrutiny from executives seeking to cut costs in an uncertain economy. Practitioners also need to educate leadership on the importance of both short-term and long-term brand building strategies. Those who can't clearly justify social media's impact risk losing budget support.
Knowcrunch graduates of the Professional Diploma in Digital & Social Media in Athens (September '21), worked for three months and presented a complete digital & social media marketing strategy for a brand.
Learn more about this awesome course: http://bit.ly/2SE4EFl
The document provides a content strategy for XXX U.S. that was compiled based on competitive audits, research, and stakeholder interviews. It defines key terms, outlines themes and topics recommended for different audiences, and types of content that could be created, such as long-form videos, case studies, and podcasts. It also discusses repurposing original content into different formats, and including curated third-party content to position XXX as a thought leader. The strategy aims to shift XXX's content from an inward focus on services, to topics of interest to transformational leaders around areas like technology, diversity and global trends.
SEO low hanging Fruit - Identifying High Impact Opportunities Fast #SEOforUkr...Aleyda Solís
Learn how to identify high-impact SEO opportunities in your SEO Process fast, going through common scenarios that you can use to maximize your SEO results.
Introducing Content Marketing- The New Face of Digital Marketing. Inside this eBook, you will discover the topics about what is content marketing, why content marketing, types of content marketing, curating vs. creating content, use content to get social media.,leads and content marketing.
eCommerce Internal Linking - Into the Spider-Verse (BrightonSEO edition)Kristina Azarenko
In this talk, I’ll show smart internal linking tricks big brands are using. I’ll teach how these ideas can be used by medium and small-sized online stores as well.
My website - https://marketingsyrup.com/
Free SEO Pro Chrome extension - https://marketingsyrup.com/seo-pro-extension/
eCommerce SEO Mastery course - https://marketingsyrup.com/ebook/
Tech SEO Pro course - https://techseo.pro/
Looking for new ways to update your content marketing and SEO strategy?
Finding it oddly challenging to uncover which marketing channels to prioritize for maximum performance and ROI this year?
If you’re feeling the pressure to increase output under decreased budgets, we’ve got you covered.
Watch this webinar and discover the SEO trends that help you stay ahead of the competition in 2023.
You'll learn:
- The major focus areas and anticipated obstacles by expert marketers for this year.
- Ways to incorporate AI in your SEO workflows.
- How to expand your search strategies beyond Google.
Tune in as Pat Reinhart and Allie Bhutani of Conductor explore the latest SEO and content marketing trends that are shaping the digital landscape in 2023.
Check it out now and get the valuable insights you need to step up your SEO and content marketing strategies!
SEO Reporting to Impress: How to Successfully Report your SEO Efforts & Resul...Aleyda Solís
Learn how to develop successful SEO reports to deliver to stakeholders and decision makers that effectively communicate the SEO process goals and influence actions.
Drumroll, please…. I’m excited to introduce you to our biggest, most requested webinar of the year: How to Create Your 2022 Marketing Plan (& Grow Your AUM by 25%)!
After working with thousands of independent financial advisors, we’ve really cracked the code on what works to help advisors get new clients. And that’s exactly what I go over in this time-sensitive, information-packed webinar.
HOW TO MAP CONTENT TO THE BUYER'S JOURNEY & THE MARKETER'S FUNNEL [INBOUND 2014]HubSpot
Only 44% of B2B marketers and 39% of B2C marketers have a documented content strategy (Content Marketing Institute). Delivering the right content, to the right persona at the right time is essential to achieving success in your marketing, but it isn't going to happen by accident. Attend this session to learn the step-by-step content mapping process developed from content consumption and buyer behavior research. Leave the session with new knowledge and the resources, worksheets and reference guides you'll need to complete your own Content Map. Real-life inspiration and use-case ideas to make it actionable in your own marketing included.
Business Plan for a Mumbai Based Digital Marketing CompanyNalini Patil
DigIQ raises your digital quotient by providing your business best in class digital marketing solutions. DigIQ is the one-stop solution for all your digital marketing needs. We make your business visible and give digital life to your business by making it relevant and more importantly by making sure that it is found.
The document outlines a four phase content-driven marketing strategy for businesses and entertainment. The phases include understanding customers and the business, building a core story and collateral, delivering an integrated marketing campaign through various channels, and ongoing conversation with customers and prospects. The goal is to increase the customer base, close deals, and make the brand memorable through compelling content.
Kathryn Bevan - How To Ace Your Website Migration - Brighton SEO Slides Kathryn Bevan
A website migration can negatively impact organic traffic and business if not done properly. Common red flags include replacing valuable content with less optimized content, making major structural changes that impact site navigation, failing to set up proper redirects for changed URLs, and not involving SEO experts early in the process. To avoid these issues, companies should determine key content before changes, audit for cannibalization and content overlap, follow a structured migration process including benchmarks and technical checks, and monitor the site post-launch for any issues.
The Content & Buyer Show: Let's Map #WTSFestRejoice Ojiaku
Do you sometimes find it difficult to create targeted content for a specific point in your buyer's journey? Well, maybe you are not using the right content. In this talk, we go through the different content formats there are and how those can be mapped to a specific buyer's journey.
MANUFACTURING CONTENT MARKETING 2019 Benchmarks, Budgets, and Trends Andrew Flynn
Welcome to our Manufacturing Content Marketing 2019—
Benchmarks, Budgets, and Trends report. We surveyed content marketers worldwide about a range of content marketing topics including strategy, audience development, technology proficiency, and content types. This report presents the data from the marketers who work in manufacturing organizations.
Most B2B organizations have small content marketing teams, with over half having just one person or no dedicated team. Content creation is the activity most commonly outsourced. While goals focus on top-of-funnel awareness, more organizations report using content marketing successfully for deeper goals like nurturing and revenue generation compared to past years. Analytics tools and email software are the most used technologies. Documented strategies are becoming more prevalent and correlate with success.
Most B2C content marketers report being successful with content marketing. They rely heavily on email newsletters and social media like Facebook. The majority outsource content creation and have small internal teams. In 2020, marketers will focus on improving content quality/conversions and expanding audiences.
When Content Marketing Institute (CMI) first reported on manufacturing in 2014, we noted that manufacturers were later to adopt content marketing than other industries we studied. They’ve certainly come a long way since then.
As you’ll see in this report—based on the results of our 10th annual content marketing survey—manufacturing marketers have become more strategic with their content marketing and are feeling less challenged with communicating complex content. Many are reporting success with their overall approach to content marketing. The ability to craft content for different audiences across various stages of the buyer’s journey—and distribute that content with precision—will be important to continued success in 2020.
A strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience—and, ultimately, to drive profitable customer action
This document summarizes the key findings of a survey of North American B2C content marketers. It finds that only 23% are successful at tracking ROI, and 51% cite measuring effectiveness as a challenge. Having a documented strategy helps increase effectiveness. While 69% are creating more content than a year ago, only 27% have a documented strategy, and 50% have a verbal strategy. B2C marketers struggle most with measurement but want to learn more about creating engaging content and measuring ROI.
This document summarizes the key findings of a survey of North American B2C content marketers. It finds that only 23% are successful at tracking ROI, and 51% cite measuring effectiveness as a challenge. Having a documented strategy helps increase effectiveness. While 69% are creating more content than a year ago, only 27% have a documented strategy, and 50% have a verbal strategy. B2C marketers struggle most with measurement but want to learn more about creating engaging content and measuring ROI.
This document summarizes the key findings of a survey of North American B2C content marketers. It finds that only 23% are successful at tracking ROI, and 51% cite measuring effectiveness as a challenge. Having a documented strategy helps increase effectiveness. While 69% are creating more content than a year ago, only 27% have a documented strategy, and 50% have a verbal strategy. B2C marketers struggle most with measurement but want to learn more about creating engaging content and measuring ROI.
Greetings Marketers,
Welcome to B2C Content Marketing Benchmarks, Budgets, and Trends—North America. This is the companion report to the B2B research we released in September 2017. The data presented in both reports was generated from our eighth annual content marketing survey. One of our key observations this year is that while B2C marketers reported slightly higher levels of overall content marketing success compared with last year, there was a decrease among those who agreed their organization has realistic expectations about what content marketing can achieve. A documented content marketing strategy can help, as it sets expectations for what teams should prioritize; yet, only 38% of B2C marketers reported having one.
Our annual research has consistently shown that those who document their content marketing strategy get better results than those who don’t. Another important key to success is an efficient workflow process (page 4 shows how top-performing B2C marketers rate their project management flow and other distinguishing characteristics that set them apart from their peers). We hope these research findings will be helpful as you consider which content marketing priorities to focus on in the year ahead.
B2C Content Marketing 2018 - Benchmarks, Budgets & Trends - North America MarketingProfs
Our annual content marketing research with new insights useful for 2018 budget planning and benchmarketing. This new report focuses on business-to-consumer (B2C) marketers and their content marketing benchmarks, budgets, and trends.
Welcome to B2C Content Marketing 2019—Benchmarks, Budgets, and Trends. This report presents the results from the B2C marketers who took our ninth annual content marketing survey.
Our research has consistently shown that creating brand awareness is a top goal for B2C content marketing. However, many of this year’s survey respondents also reported strong concern for using content to solidify existing relationships (see page 13).
Content that can be effective at building loyalty takes many shapes and forms today, for example:
- Videos and social media stories that entertain
- In-person events that create a sense of community and belonging
- Podcasts that inspire
- Live or virtual experiences that evoke emotion
- Articles, guides, newsletters, etc., that provide information
Obviously, the list goes on. The point is, that while driving people to content is critical, giving them reasons to keep coming back will grow long-term success!
2019 B2C Content Marketing Benchmarks, Budgets, and Trends - North America.MarketingProfs
Our annual content marketing research, providing new information and insights on the state of content marketing in 2019. This report focuses on business-to-consumer (B2C) marketers and their content marketing benchmarks, budgets, and trends.
B2B Content Marketing Research: Focus on Documenting Your StrategyMadalina Balaban
This reserach - B2B Content Marketing 2015: Benchmarks, Budgets, and Trends — North America, produced by Content Marketing Institute and MarketingProfs and sponsored by Brightcove, reflects the progress our industry is making in exciting new ways.
This document summarizes the key findings of a survey of B2B content marketers in North America. It finds that having a documented content marketing strategy is linked to higher effectiveness. While 70% of marketers create more content than a year ago, measurement remains a challenge. LinkedIn and search engine marketing are the most used distribution channels. Marketers want to learn more about measurement, ROI, and marketing automation.
2015 B2B Content Marketing Benchmarks, Budgets, and Trends for North AmericaMarketingProfs
This is the fifth year that MarketingProfs and Content Marketing Institute have put together this report on how marketers use content in their marketing mix. With changes in the industry, the report may look a little different than you remember. Dive in, and enjoy!
B2B Content Marketing 2015 Benchmarks, Budgets & Trends - North America
Hello Content Marketers, Welcome to the fifth annual B2B Content Marketing Benchmarks, Budgets, and Trends—North America report. It’s hard to believe that it’s been five years since we first surveyed marketers on how they use content as part of the marketing mix. Since then, the survey has grown to reach marketers all across the globe. This year, we heard from more than 5,000 marketers—in 25 industries in 109 countries—from for-profit and nonprofit organizations. In this report, you’ll learn how the B2B marketers from North America responded. As you’ll notice, we made some changes to this year’s survey to better reflect how the industry is growing. We added new questions, changed the way we asked some of the prior ones, and even removed a few. We also asked content marketers about the initiatives they’re working on—and the list is long, as you will see… We’re thrilled to be with you on this journey.
Yours in content,
Joe & Ann
Joe Pulizzi
Founder
Content Marketing Institute
Ann Handley
Chief Content Officer
MarketingProfs
Sponsored by Brightcove
2017 B2B Content Marketing Benchmarks, Budgets, and TrendsMarketingProfs
The seventh annual B2B content marketing report is here. Sponsored by Brightcove, this report shows where B2B marketers will spend their budget, how much budget businesses are allocating to content marketing efforts, and what kind of strategies will see in 2017.
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 reflect the
maturing content marketing industry.
This year’s research 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 marketin
g, those
marketers will succeed.
Please watch for continuing editorial coverage of our research findings throughout 2017.
We hope you will find the insights useful as you prepare for the year ahead
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 reflect the
maturing content marketing industry.
This year’s research 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 of our research findings throughout 2017.
We hope you will find the insights useful as you prepare for the year ahead
Similar to B2B Content Marketing 2019: Benchmarks, Budgets, and Trends—North America (20)
There’s one question on every marketer’s mind: “How do I connect?”
We’ve all been seeking connection since the pandemic struck. Stuck at home, working from kitchen tables and converted closets, marketers have been fighting to create and maintain connections with their audiences.
Despite all the upheaval, content remains a tried-and-true way to generate demand. After all, it’s content-driven experiences that build those precious connections, no matter what’s going on in the world outside.
Connection is more important than ever. And as you’ll find out in this report, successful marketers are beginning to make it easier for prospects to purchase at any stage of the buyer’s journey — messages are shifting from why to buy to how to buy.
This has been another tough year. One negative headline after another has drained audiences’ emotional reserves. They need an escape. Marketing content can offer that empathetic, emotionally stirring olive branch they’re searching for.
As you read on, you’ll discover that blogs, podcasts, and videos are the content types that are most effective at the early stages of the buyer’s journey, where brands are fighting to establish customer awareness and audience interest.
The reason is simple: These content types foster connection. They tell a story, they evoke emotion, and they present a face that the audience can relate to. And the strength of the connections that these content types create helps carry buyers through the rest of their journey on a wave of engagement and investment.
In conclusion: Connection lies in content. The last Content Marketing for Demand Generation survey report (2020) talked about creating desire and holding attention. This year, we talk about making it easier for customers to purchase across all stages of the buyer’s journey.
By providing audiences with earnest and engaging content, you can build lasting connections in 2022 and beyond that drive demand to new heights.
1) The document discusses benchmarks, budgets, and trends for technology content marketing in 2022 based on a survey.
2) It finds that nearly one-third of technology marketers rated their content marketing success as "extremely" or "very" successful over the past year. Top performers stand out through differentiating content and prioritizing audience needs.
3) Creating content for multi-level roles, accessing subject matter experts, and internal communication were the top challenges reported. Most technology marketers plan to invest in video content in 2022.
Welcome to the Enterprise Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022.
The research suggested that, due to lockdowns and work-from-home mandates, content marketing piqued the interest of many who were previously unaware of its power. With more people than ever spending time online, content marketing presented a prime opportunity to get and stay in front of audiences.
As in the previous year, nearly one in three enterprise marketers said their organization was extremely or very successful with content marketing. These marketers, our “top performers,” have certain characteristics that set them apart from their peers (see page 4). A few of the biggest things they do are to differentiate their content and use content collaboration/calendaring/workflow tools.
No matter how successful they are at content marketing, most respondents plan to invest in video in 2022: 72% of all enterprise respondents forecast investment in this area followed by investment in events (62%), paid media (59%), and owned-media assets (55%).
And, yes, challenges remain. The top challenge, which is the same as it was two years ago, is internal communication between teams/silos (57%). It indicates a pressing need to formalize content operations in enterprises that have not yet done so.
Welcome to the B2C Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022.
Our research suggested that, due to work-from-home requirements, content marketing piqued the interest of many who were previously unaware of its power. With more people than ever spending time online, content marketing presented a prime opportunity for businesses to get and stay in front of audiences. Some B2C marketers discovered new audiences altogether.
Short articles and videos were big over the last 12 months with the B2C marketers we surveyed. In addition, expect a lot of B2C investment in video in 2022: 72% forecast investment in this area. Paid media came in a distant second.
Although most B2C marketers reported success with content marketing in the last 12 months, there are still challenges. Respondents said their top two content marketing challenges were creating content that appeals to multi-level roles within the target audience (42%) and internal communication between teams/silos (41%).
If B2C marketers can overcome these challenges, they’ll improve their odds of achieving greater content marketing success in 2022.
Welcome to the Manufacturing Content Marketing Benchmarks, Budgets, and Trends with Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022.
This year’s research suggested that the pandemic awoke a sleeping giant – content marketing, that is. Without in-person events and face-to-face selling, many who had previously paid little attention to content marketing suddenly became aware of its power. More content marketers got a seat at the table and helped keep many businesses on their audiences’ radar. Some discovered new audiences altogether.
Videos and virtual events/webinars were big over the last 12 months with the manufacturing marketers we surveyed. In addition, 85% expect continued investment in video in 2022, making it the top area of predicted investment.
Yet manufacturing marketers continue to face content marketing challenges within their organizations: 51% said they are challenged with creating valuable content instead of sales-oriented content as well as with overcoming the traditional marketing and sales mindset. Fifty percent said they are challenged with accessing subject matter experts to create content. If manufacturing marketers can overcome these challenges, they’ll improve their odds of achieving greater content marketing success in the coming year.
Welcome to Content Marketing Institute’s first Video & Visual Storytelling Survey. In this report, you’ll learn how content marketers are using videos, how they’re getting them produced, where they’re seeing results, and more.
Are you using video strategically? Are you paying as much attention to your video distribution plan as you are to video creation? Are you measuring results to see what works? All are important to overall video marketing success. Here’s to yours!
Welcome to the 12th Annual Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. What a year it has been.
This edition of our report looks back on the last 12 months and includes expectations for 2022. Throughout, you will see quotes from the many rich, qualitative responses we received to the question, “What did the pandemic change most about your organization’s content marketing strategy/approach?” In all, 75% of respondents took the time to answer this question and we are ever so grateful. What amazing insights it yielded!
The key theme that emerged was this: The pandemic awoke a sleeping giant – content marketing, that is. Without in-person events and face-to-face selling, many who had previously paid little attention to content marketing suddenly became aware of its power. More content marketers got a seat at the table and helped keep many businesses on their audiences’ radar. Some discovered new audiences altogether.
The research also confirmed what many of us already knew: Content marketers are some of the fiercest business pros around. In the most difficult of times, they get the job done – and many come through more creative and stronger than before.
Congratulations, content marketers, for a job well done in the most difficult of times. Our entire team salutes you!
By day, you’re in the office, cooking up content. By night, you’re in the kitchen, preparing a satisfying meal. But what if we combined the two?
Developing a content marketing strategy is like creating a dinner menu. You start with the basic ingredients and build upon them. You perfect your technique, exercising balance while adding a dash of flavor. And don’t forget, presentation is key. You must distribute and plate your meal beautifully.
So, what are people making and how are they making it? We asked the Content Marketing Institute team to share their favorite content-inspired dishes. Whether you are a first-time cook or a seasoned chef, these recipes will give you new perspective on processes, measurement and ROI, technology, and more. They are definitely ones you want in your repertoire.
We’ve put together the ultimate cookbook for content marketers, filled with tasty (and mildly entertaining) recipes. We hope you enjoy it. Bon appétit!
The survey found that more organizations are taking a strategic approach to content management. 81% of respondents said their organization views content as a core business strategy, up from 72% last year. However, fewer organizations are able to extract meaningful insights from data and analytics compared to the previous year. While proficiency with content management technology increased, integration, training and communication issues remain barriers to fully utilizing these tools.
Welcome to our annual Technology Content Marketing Benchmarks, Budgets, and Trends report, based on our latest annual content marketing survey conducted in July 2020.
The study showed that technology marketers, in the throes of adjusting to business changes presented by a global pandemic, put more emphasis on using content marketing to generate demand and leads than they had the previous year. They also were looking more closely at conversion and marketing qualified lead (MQL) metrics to track the performance of their content.
These insights suggest that tech marketers were increasingly called upon to use content marketing for demand and lead generation. It makes sense, then, that their use of virtual events (83%) increased by nine percentage points over the previous year, as virtual relationship-building and selling took a front seat. In addition, livestreaming video finally took off (one-third of all tech respondents—and 53% of those working in large companies—reported using it).
It’s too soon to tell if these will be lasting shifts. Priorities are likely to change again as restrictions caused by the pandemic ease up. We look forward to exploring these topics in our next round of annual content marketing research.
Welcome to our annual Enterprise Content Marketing Benchmarks, Budgets, and Trends report. Here we present the findings from enterprise marketers (those who work in organizations with 1,000+ employees) who replied to our 11th Annual Content Marketing Survey.
At the time of the survey, content marketers had just made it through the first half of 2020. Most reported that their organization made quick changes when the pandemic hit, most notably by changing their targeting/messaging strategy, adjusting their editorial calendar, and changing their content distribution/promotion strategy. The majority (57%) expected to spend about the same on content marketing during the second half of 2020 as they spent in the first half (17% expected a decrease).
Team size hadn’t changed drastically compared with the previous year (48% said it stayed the same); yet, another 35% reported an increase.
Overall, one-third of the enterprise respondents reported high levels of content marketing success. These top performers said the top two factors contributing to that success in the last 12 months were “the value our content provides” (79%) and “website changes” (62%).
Looking forward, 74% of respondents felt the pandemic would have a major or moderate long- term impact on their organization’s overall content marketing success. It will be interesting to see how enterprise marketers rise to the challenges in 2021.
B2C marketers are increasingly strategic in their approach to content marketing. While over half still have small content marketing teams, many outsource content creation. Livestreaming video saw a significant increase in use among B2C marketers compared to the previous year. Analytics tools, social media publishing, and email marketing software are the most commonly used technologies to support content marketing.
This document describes the rules for a Bingo game being played during CMWorld, an annual content marketing conference. Players print a Bingo card with content marketing-related squares and mark squares as they participate in conference activities. Players can win prizes by being the first to mark a row, column or diagonal of squares. To enter, players take a photo of their completed card and share it on Twitter or email by October 18th. Six winners will be randomly selected to receive prizes including Amazon or conference registration gift cards.
Welcome to the 11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends report. You may notice this year’s report feels different than past years and that’s by design. A year like no other required an approach like no other.
As in past years, we fielded the survey during the summer. We asked many of the same questions as last year but added new ones to see how content marketers were faring several months into the pandemic.
Although the data did not reveal drastic reductions in content marketing resources, many respondents shared in the fill-in comments their challenges of having to do more with less. Others shared their concerns about trying to reach audiences in an overcrowded virtual world.
Nevertheless, one thing stood out: Content marketers are resilient. Most have met the challenges of the pandemic head-on: They’re adapting quickly—and they believe in the value their content provides.
Virtual conferences and events provide new opportunities for you
to showcase your product or service, meet 1:1 with your current
and potential customers, and listen to the needs of the industry. With such a large investment of time, money, and human resources, it’s no surprise that management expects great returns on each event that your company sponsors.
On behalf of the Content Marketing Institute team, we’re all here to help you. We’re ready for exciting experiences, great ROI for sponsors, and new ways for customers to advance the practice of content marketing because of partner relationships built at our events.
Welcome to Technology Content Marketing 2020: Benchmarks, Budgets, and Trends. This report is based on the findings from our 10th annual content marketing survey. Technology marketers continue to make progress with content marketing. Approximately one-third rate their organization’s overall content marketing as extremely or very successful, and 76% report they are much more or somewhat more successful compared with one year ago. What makes them successful? When we look at the top performers, we see they treat content marketing as a strategic business function, craft content thoughtfully, experiment with distribution, and measure their results. They use content marketing not only to create brand awareness and generate leads, but also to build loyalty and subscribed audiences.
Unpredictable algorithm shifts. Falling reach and lower engagement rates. Growing consumer mistrust from fake news and data breaches.
Despite woes like these, people still use social media platforms – and marketers are still drawn to their relationship-building powers. In fact, in 2019 research from Content Marketing Institute and MarketingProfs, 61% of B2B marketers and 69% of B2C marketers say they’ve increased their use of social media for content marketing compared with one year ago.
However, navigating the social media landscape is like entering a dark forest without a map. If you aren’t familiar with the terrain and don’t have a solid plan, you can’t expect to reach your destination, let alone make it out of the woods unscathed.
This guide is full of tools that will help you find the best path to success, from planning your social media explorations, to growing legions of brand fans, to engaging them in meaningful ways.
We’ll cover the top content marketing opportunities in the social sphere, including:
- Landmark locations like Facebook, Twitter, and LinkedIn
- Video viewing-centric channels like YouTube and Twitch
- Streaming media sites like Snapchat Stories and Instagram Stories
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2. 2
SPONSORED BY
m WELCOME.......................................................................................................... 3
m KEY FINDINGS.................................................................................................... 4
m TOP-PERFORMING B2B CONTENT MARKETERS AT-A-GLANCE........................... 5
m OVERALL SUCCESS............................................................................................ 8
m MATURITY.......................................................................................................... 9
m COMMITMENT.................................................................................................. 10
m STRATEGY........................................................................................................ 12
m OPINIONS ABOUT CONTENT MARKETING........................................................ 14
m TECHNOLOGY USE & PROFICIENCY................................................................. 16
m AUDIENCE RESEARCH & NURTURING.............................................................. 19
m CONTENT CREATION & DISTRIBUTION............................................................ 23
m BUDGETS & SPENDING.................................................................................... 32
m GOALS & METRICS............................................................................................ 35
m CONTENT MARKETING ISSUES OF IMPORTANCE............................................. 40
m 7 CHARACTERISTICS OF TOP-PERFORMING B2B CONTENT MARKETERS......... 41
m METHODOLOGY............................................................................................... 42
m ABOUT ............................................................................................................ 43
SURVEY TERM DEFINITIONS
Content Marketing: A strategic marketing approach focused
on creating and distributing valuable, relevant, and consistent
content to attract and retain a clearly defined audience—and,
ultimately, to drive profitable customer action.
Success: Success is defined as achieving your organization’s
desired/targeted results.
CHART TERM DEFINITIONS
All Respondents: B2B North America content marketers, all
of whom indicated their organization has been using content
marketing for at least one year (see p. 42 for more details).
Most and Least Successful: The “most successful” (aka “top
performers”) are those who characterized their organization’s
overall content marketing approach as extremely or very successful
(Top 2). The “least successful” characterized their organization’s
approach as minimally or not at all successful (Bottom 2).
Some charts in this report compare Most Successful vs. All
Respondents vs. Least Successful. If a chart shows data for All
Respondents only, there were minor differences between the
three groups, or any large differences between Most and Least
appear in a sidebox.
CAUTIONARY NOTE
Attempts to compare this year’s findings with past years’
findings should be undertaken cautiously. This year, qualified
respondents differed from prior years in that qualification
was based on whether their organization has been using
content marketing for at least one year.
SUCCESS, MATURITY & COMMITMENT
3. 3
SPONSORED BY
Welcome to our ninth annual B2B Content Marketing Benchmarks,
Budgets, and Trends—North America report. We surveyed content
marketers worldwide about a range of content marketing topics including
strategy, audience development, technology proficiency, and content
types. This report presents the data from the B2B content marketers in
North America.
Although issues such as changes in SEO and social media algorithms are
top-of-mind for B2B content marketers, they are accustomed to rapid
changes in technology that often enable them to do their jobs faster,
with better results. When the process-related components of the content
marketer’s job are efficient, time is freed up to better serve the audience,
discovering and developing the types of content they truly want and need.
We hope you find this research helpful as you plan for 2019!
LISA
MURTON BEETS
Research Director
Content Marketing Institute
ANN
HANDLEY
Partner/CCO
MarketingProfs
WELCOME
4. 4
SPONSORED BY
81%
96%
42%
90%
56%
61%
77%
The two biggest benefits of a documented content marketing strategy are that it aligns team around common
mission/goals (81%) and makes it easier to determine which types of content to develop (81%).
96% of the most successful content marketers (aka “top performers”) agree that their organizations have
built credibility and trust with their audience.
Well-researched personas can help teams create successful content; however, too few content marketers are
actually talking with customers to understand their needs (42%).
B2B content marketers primarily use email (87%) and educational content (77%) to nurture their audience,
and may be missing other opportunities (e.g., only 23% are using community building/audience participation
to bring new voices to the table).
Nearly all of the most successful B2B content marketers (90%) prioritize the audience’s informational needs
over their sales/promotional message, compared with 56% of the least successful.
Content creation is the area of content marketing where there has been the most reported increase in
spending over the last 12 months (56%).
Changes to SEO/search algorithms is the top content marketing issue of importance to organizations (61%),
followed by changes in social media algorithms (45%), and content marketing as a revenue center (41%).
KEY FINDINGS
5. 5
SPONSORED BY
This Year’s B2B Content Marketing Top Performers At-A-Glance
93%
82%
65%
72%
55%
67%
86%
73%
67%
13%
49%
39%
50%
30%
75%
56%
35%
4%
14%
22%
45%
5%
56%
40%
0 20 40 60 80 100
Organization is extremely/very committed
to content marketing
Organization’s content marketing
is sophisticated/mature
Has a documented
content marketing strategy
Measures content marketing ROI
Expects content marketing budget
to increase in 2019
Organization’s content marketing
technology proficiency is expert/advanced
Gleans better insight from technology
into how content is performing
Gleans better insight from technology
into audience behavior/preferences
■ Most Successful ■ All Respondents ■ Least Successful
KEY FINDINGS
6. 6
SPONSORED BY
This Year’s B2B Content Marketing Top Performers At-A-Glance
77%
76%
73%
74%
56%
60%
55%
96%
94%
92%
90%
55%
58%
88%
79%
77%
73%
54%
36%
33%
32%
0 20 40 60 80 100
Uses personas for content marketing purposes
Uses content marketing successfully to
nurture subscribers/audience/leads
Uses content marketing successfully to
build loyalty with existing clients/customers
Agrees audience views organization
as a credible and trusted resource
Agrees organization values creativity
and craft in content creation and production
Agrees there is content marketing buy-in
from highest levels in their organization
Always/frequently prioritizes audience’s
informational needs over
sales/promotional message
■ Most Successful ■ All Respondents ■ Least Successful
*Chart term definitions: A top performer
(aka “most successful”) is one who char-
acterizes his or her organization’s overall
content marketing approach as extremely
or very successful. The “least successful”
characterize their organization’s approach
as minimally or not at all successful.
Base: B2B content marketers.
2019 B2B Content Marketing Benchmarks,
North America: Content Marketing Institute/
MarketingProfs
KEY FINDINGS
8. 8
SPONSORED BY
70% of B2B content marketers say their organization’s content marketing is much/somewhat
more successful compared with one year ago.
How B2B Marketers Rate Their Organization’s
Overall Level of Content Marketing Success
(All Respondents)
4%2%
51%
20% 23%
■ Extremely Successful
■ Very Successful
■ Moderately Successful
■ Minimally Successful
■ Not At All Successful
How B2B Marketers Rate Their Organization’s
Content Marketing Success Compared
With One Year Ago
(All Respondents)
2%1%
53%
27%
17% ■ Much More Successful
■ Somewhat More Successful
■ About the Same
■ Somewhat Less Successful
■ Much Less Successful
Note: The survey defined success as achieving your organization’s desired/targeted results. This report
defines the Top 2 respondents (extremely/very) as “most successful” or “top performers,” and the Bottom 2
(minimally/not at all) as “least successful.”
Base: B2B content marketers; aided list.
2019 B2B Content Marketing Benchmarks, North America: Content Marketing Institute/MarketingProfs
Base: B2B content marketers; aided list.
2019 B2B Content Marketing Benchmarks, North America: Content Marketing Institute/MarketingProfs
SUCCESS, MATURITY & COMMITMENT
9. 9
SPONSORED BY
As an organization grows in content marketing maturity, its success is likely to increase.
The majority of the most successful B2B content marketers report that their organization is in the mature/sophisticated
phase of content marketing maturity. The least successful are often in the young/first steps phase.
How B2B Marketers Rate Their
Organization’s Content Marketing Maturity Level
SOPHISTICATED MATURE ADOLESCENT YOUNG FIRST STEPS
■ Most Successful ■ All Respondents ■ Least Successful
33%
49%
13%
31%
25%
31%
10%11%
1% 1%
5%
3%
21%
47%
17%
SOPHISTICATED
Providing accurate measurement to the business, scaling
across the organization.
MATURE
Finding success, yet challenged with integration across
the organization.
ADOLESCENT
Have developed a business case, seeing early success,
becoming more sophisticated with measurement and
scaling.
YOUNG
Growing pains, challenged with creating a cohesive
strategy and a measurement plan.
FIRST STEPS
Doing some aspects of content, but have not yet begun to
make content marketing a process.
Note: 3% of respondents said unsure. • Base: B2B content marketers; aided list.
2019 B2B Content Marketing Benchmarks, North America: Content Marketing Institute/MarketingProfs
SUCCESS, MATURITY & COMMITMENT
10. 10
SPONSORED BY
93% of the most successful B2B content marketers report their organization is extremely/very
committed to content marketing.
How B2B Marketers Rate Their Organization’s
Commitment to Content Marketing
EXTREMELY
COMMITTED
VERY
COMMITTED
SOMEWHAT
COMMITTED
NOT VERY
COMMITTED
NOT AT ALL
COMMITTED
■ Most Successful ■ All Respondents ■ Least Successful
58%
35%
7%
0% 0%
27%
40%
28%
4%
1%
7%
28%
46%
15%
4%
CMI/MarketingProfs’ annual content
marketing research consistently shows that
a strong commitment to content marketing
often yields a higher level of overall success.
This year’s findings show that even the least
successful have higher commitment levels
than might be expected, indicating perhaps
that their organizations are willing to give
content marketing the necessary time to
produce the desired results.
Base: B2B content marketers; aided list.
2019 B2B Content Marketing Benchmarks, North America: Content Marketing Institute/MarketingProfs
SUCCESS, MATURITY & COMMITMENT
12. 12
SPONSORED BY
A documented content marketing strategy is often a key indicator of content marketing success.
Proportion of B2B Marketers
With a Content Marketing Strategy
YES,
AND IT IS
DOCUMENTED
YES,
BUT IT IS NOT
DOCUMENTED
NO, BUT PLAN
TO WITHIN
12 MONTHS
NO, WITH
NO PLANS
IN 2018
■ Most Successful ■ All Respondents ■ Least Successful
65%
2% 0%
32% 33%
39%
14%
39%
17%
6%
39%
14%
The most successful content marketers are
far more likely than their less successful peers
to have a documented content marketing
strategy (65% vs. 14%).
Base: B2B content marketers; aided list.
2019 B2B Content Marketing Benchmarks, North America: Content Marketing Institute/MarketingProfs
STRATEGY & OPINIONS
13. 13
SPONSORED BY
B2B marketers say the top benefits of a documented content marketing strategy are that it
aligns the team around a common mission/goals and makes it easier to determine which types
of content to develop.
Another CMI study, conducted
with LinkedIn in October 2017,
found that 75% of companies
with high content marketing/
sales alignment have a
documented content marketing
strategy, whereas only 41% of
those with low alignment have a
documented strategy.*
*Source: Content Marketing: Unlocking
Sales & Marketing Performance. Content
Marketing Institute and LinkedIn. Results
based on the responses of 208 B2B
marketers in North America.
Base: B2B content marketers whose organizations have a documented content marketing strategy. Aided list;
multiple responses permitted.
2019 B2B Content Marketing Benchmarks, North America: Content Marketing Institute/MarketingProfs
Benefits of a Documented B2B Content Marketing Strategy
(All Respondents)
81%
81%
73%
68%
67%
65%
52%
21%
3%
0 20 40 60 80 100
Aligns team around common mission/goals
Keeps team focused on documented priorities
Provides clarity on targeted audience(s)
Yields more accurate budgetary information
Other benefits
Creates accountability
Makes it easier to identify which
metrics to focus on
Makes it easier to determine which
types of content to develop
Helps team allocate resources
to optimize desired results
STRATEGY & OPINIONS
14. 14
SPONSORED BY
96% of the most successful B2B content marketers agree that their audience views their
organization as a credible and trusted resource.
B2B Marketers’ Opinions About Content Marketing in Their Organization
(Strongly/Somewhat Agree)
96%
88%
74%
79%
60%
55%
47%
74%
77%
92%
94%
90%
84%
75%
64%
0 20 40 60 80 100
Our audience views our organization as
a credible and trusted resource.
Our organization values creativity and
craft in content creation and production.
There is content marketing buy-in from
the highest levels in our organization.
Our organization is concerned with
creating content that builds loyalty
with existing clients/customers.
Our organization places importance
on building relationships with influencers
(e.g., brand advocates, journalists).
■ Most Successful ■ All Respondents ■ Least Successful
Base: B2B content marketers who answered each statement; aided list.
2019 B2B Content Marketing Benchmarks, North America: Content Marketing Institute/MarketingProfs
STRATEGY & OPINIONS
16. 16
SPONSORED BY
About one out of three (67%) of the most successful B2B marketers describe their
organization’s proficiency with the use of content marketing technology as expert/advanced.
The least successful respondents report their organizations are, for the most part, just beginning to use—or are growing in
their use of—content marketing technologies (beginner/novice phases).
B2B Marketers’ Proficiency With Use
of Content Marketing Technology
EXPERT ADVANCED INTERMEDIATE NOVICE BEGINNER
■ Most Successful ■ All Respondents ■ Least Successful
19%
48%
26%
5%
1%
7%
23%
40%
22%
6%
1%
4%
31%
43%
18%
EXPERT
Content marketing technology is integrated across the
organization, experiencing the benefits.
ADVANCED
Finding success, yet challenged with integrating content
marketing technology across the organization.
INTERMEDIATE
Becoming more consistent with the use of content
marketing technology, seeing early success.
NOVICE
Growing in use of content marketing technology, but not
using it consistently.
BEGINNER
Just started using one or more content marketing
technologies.
Note: 6% of respondents said unsure.
Base: B2B content marketers whose organizations use one or more of the listed technologies presented on the survey; aided list.
2019 B2B Content Marketing Benchmarks, North America: Content Marketing Institute/MarketingProfs
TECHNOLOGY USE & PROFICIENCY
17. 17
SPONSORED BY
The top three technologies B2B marketers use to assist with managing their content marketing
efforts are social media publishing/analytics, email marketing software, and analytics tools.
Other technologies used:
Content Syndication/
Promotional Tools (27%);
Integrated Content Marketing
Platform (CMP) (12%);
Chatbots (7%); and Artificial
Intelligence(AI)(4%).
Base: B2B content marketers whose organizations use one or more of the technologies listed. Aided list; multiple responses permitted.
2019 B2B Content Marketing Benchmarks, North America: Content Marketing Institute/MarketingProfs
Types of Technologies B2B Marketers’ Use to Assist With the
Management of Content Marketing Efforts
(All Respondents)
84%
81%
77%
52%
50%
54%
53%
0 20 40 60 80 100
Social Media Publishing/Analytics
Analytics Tools
Content Management System (CMS)
Marketing Automation System
Workflow/Project Management/
Editorial Calendaring
Email Marketing Software
Content Creation/Optimization
Three Largest Differences Between the Most and Least Successful
Most Least
Analytics Tools...........................................................................................88%......................64%
Marketing Automation System.............................................................63%......................39%
Workflow/Project Management/Editorial Calendaring.................62%......................37%
TECHNOLOGY USE & PROFICIENCY
18. 18
SPONSORED BY
B2B marketers say the top benefit of using content marketing technology is that it provides better
insight into how content is performing.
Base: B2B content marketers whose organizations use one or more of the technologies listed. Aided list; multiple responses permitted.
2019 B2B Content Marketing Benchmarks, North America: Content Marketing Institute/MarketingProfs
Benefits B2B Marketers’ Derive from Using
Content Marketing Technologies
(All Respondents)
75%
56%
46%
40%
34%
31%
31%
0 20 40 60 80
Better insight into how content is performing
Easier content repurposing
Enhanced customer experiences due
to improved interactions
More conversions
Time savings
2%Other benefits
Better insight into audience
behavior/preferences
Improved workflow
Three Largest Differences Between the Most and Least Successful
Most Least
Better insight into how content is performing.................................86%......................56%
Better insight into audience behavior/preferences........................73%......................40%
Enhancedcustomerexperiencesduetoimprovedinteractions.......49%......................21%
TECHNOLOGY USE & PROFICIENCY
20. 20
SPONSORED BY
AUDIENCE RESEARCH & NURTURING
Sales team feedback, website analytics, and keyword research are the top three techniques B2B
content marketers use to research their audience.
Techniques B2B Marketers Use to Research Their
Target Audience for Content Marketing
(All Respondents)
74%
73%
65%
53%
50%
50%
45%
8%
0 20 40 60 80
Sales Team Feedback
Keyword Research
Social Media Listening
Database Analysis
42%Customer Conversations/Panels
Other Techniques
Website Analytics
Secondary Research
Primary Research
Three Largest Differences Between the Most and Least Successful
Most Least
Primary Research......................................................................................64%......................35%
Customer Conversations/Panels.........................................................56%......................25%
Database Analysis.....................................................................................55%......................32%
Base: B2B content marketers whose organizations research target audiences. Aided list; multiple responses permitted.
2019 B2B Content Marketing Benchmarks, North America: Content Marketing Institute/MarketingProfs
21. 21
SPONSORED BY
AUDIENCE RESEARCH & NURTURING
77% of the most successful B2B content marketers use personas, compared with 36%
of the least successful.
Proportion of B2B Marketers That
Use Personas for Content Marketing Purposes
YES NO, BUT PLAN
TO IN 2018
NO, WITH NO
PLANS IN 2018
■ Most Successful ■ All Respondents ■ Least Successful
77%
14%
9%
55%
18%
27%
35%36%
29%
Base: B2B content marketers; aided list.
2019 B2B Content Marketing Benchmarks, North America: Content Marketing Institute/MarketingProfs
22. 22
SPONSORED BY
AUDIENCE RESEARCH & NURTURING
B2B content marketers nurture their audiences primarily via email and educational content.
Base: B2B content marketers whose organizations nurture their audience. Aided list; multiple responses permitted.
2019 B2B Content Marketing Benchmarks, North America: Content Marketing Institute/MarketingProfs
Content Marketing Methods B2B Marketers
Use to Nurture Their Audience
87%
77%
62%
61%
45%
0 20 40 60 80 100
Email/Email Campaigns
Clear Calls-to-Action for Next Steps
Educational Content
In-Person Events
Storytelling/Relating to the Audience
27%Offers/Incentives
23%Community Building/Audience Participation
6%Membership Perks
5%Predictive Technology
2%Other Methods
Three Largest Differences Between the Most and Least Successful
Most Least
Clear Calls-to-Action for Next Steps.....................................................78%......................52%
Storytelling/Relating to the Audience................................................54%......................38%
Community Building/Audience Participation..................................36%......................14%
24. 24
SPONSORED BY
CONTENT CREATION & DISTRIBUTION
The differences in how the most and least successful B2B content marketers approach
content creation are readily noticeable.
Concepts B2B Marketers Always/Frequently Take Into Account While
Creating Content for Their Organization
90%
81%
77%
69%
41%
37%
73%
56%
52%
49%
24%
23%
56%
32%
28%
33%
14%
15%
0 20 40 60 80 100
Prioritize the audience’s informational
needs over our sales/promotional message.
Prioritize delivering the right content to
the right audience(s) at optimal times.
Craft content based on specific
points/stages of the buyer’s journey.
Use storytelling in our content.
Partner with others on content marketing
initiatives to tap into their audience(s)
to expand our reach.
Incorporate interactive
features into our content.
■ Most Successful ■ All Respondents ■ Least Successful
Base: B2B content marketers who answered each statement.
2019 B2B Content Marketing Benchmarks, North America: Content Marketing Institute/MarketingProfs
25. 25
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CONTENT CREATION & DISTRIBUTION
The majority of B2B content marketers increased their use of audio/visual content,
written digital content, and images compared with one year ago.
How B2B Marketers Have Changed Their Use of Content Types/Formats
Compared With One Year Ago
(All Respondents)
64% 32% 4%
6%
4%
7%
8%
17%
33%
40%
52%
54%
56%
61%
56%
41%
38%
27%
Audio/Visual Content
(e.g., videos, livestreaming, webinars)
Written Digital Content
(e.g., articles, blogs, ebooks)
Images
(e.g., infographics, photos, charts, GIFs)
In-Person Content
(e.g., events, presentations, workshops)
Audio-only Digital Content
(e.g., podcasts, audiobooks)
Written Print Content
(e.g., magazines, books, brochures)
■ Increased ■ Remained the Same ■ Decreased
Base: B2B content marketers whose organizations use each of the listed types/formats.
2019 B2B Content Marketing Benchmarks, North America: Content Marketing Institute/MarketingProfs
26. 26
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CONTENT CREATION & DISTRIBUTION
74% of B2B content marketers say they’ve used or developed long-form content in the
last 12 months.
Other types used:
Games/Gamification
(e.g., contests, badges) (7%);
Dedicated Livestreaming
Channel(s) (7%); Experiential
Content (e.g., VR/AR,
immersive) (7%); and Digital
Out-of-Home (DOOH)
Placement (5%).
Base:B2Bcontentmarketerswhoseorganizationsused/developedoneormoreoftheninelistedtypesinthelast12months.Aidedlist;multipleresponsespermitted.
2019 B2B Content Marketing Benchmarks, North America: Content Marketing Institute/MarketingProfs
Differences Between the Most and Least Successful
Most Least
Long-form Content (e.g., in-depth articles, guides)........................90%......................74%
Video Snippets...........................................................................................54%......................43%
Social Media Stories.................................................................................51%......................36%
B2B Content Marketers’ Use or Development of Select Types
of Content in the Last 12 Months
(All Respondents)
74%
43%
37%
16%
14%
0 20 40 60 80
Long-form Content
(e.g., in-depth articles, guides)
Social Media Stories
Video Snippets
Film (e.g., documentaries, short films)
Branded Apps
12%None of the types listed
27. 27
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CONTENT CREATION & DISTRIBUTION
*Effective was defined as succeeding at moving leads/potential customers to the next stage (e.g., generating an initial inquiry, nurturing a lead through
the buying process or convincing/persuading someone to make a purchase) based on your organization’s specific objectives.
Base: 192 global for-profit marketers, primarily B2B in North America, who use content marketing to generate demand. Aided list.
Source: Using Content Marketing to Generate Demand, Create New Audiences. Content Marketing Institute. October 31, 2018 release date.
In Which Stage of the Buyer’s Journey Is Each Content Type
Most Effective* When Used for Demand Generation Purposes?
Blog posts/articles 73% 21% 6%
Case studies 18% 42% 40%
Ebooks 56% 39% 6%
In-person events 35% 33% 32%
Interactive content 46% 46% 8%
Podcasts 57% 35% 7%
Videos 54% 40% 6%
Webinars 36% 47% 17%
White papers 34% 53% 14%
Other types of content 36% 37% 27%
Early Stage
(Awareness/Interest)
Middle Stage
(Consideration/Intent)
Late Stage
(Evaluation/Purchase)
Another CMI study, conducted in April 2018, found that B2B marketers rated blog posts/
articles, white papers, and case studies to be the most effective types of content for the early,
middle, and late stages of the buyer’s journey, respectively.
28. 28
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CONTENT CREATION & DISTRIBUTION
61% of B2B marketers increased their use of social media for content marketing purposes
compared with one year ago.
How B2B Marketers’ Use of Social Media for
Content Marketing Has Changed Compared
with One Year Ago
(All Respondents)
31%
5%
3%
61%
■ Increased
■ Remained the Same
■ Decreased
■ Unsure
Base: B2B content marketers whose organizations have used social media for content marketing for at least one year.
2019 B2B Content Marketing Benchmarks, North America: Content Marketing Institute/MarketingProfs
PastCMI/MarketingProfsannual
contentmarketingresearchhas
consistentlyidentifiedLinkedIn,
Twitter,andFacebookasthetop
threesocialmediaplatforms
B2Bmarketersuseforcontent
marketingpurposes.
Insteadofinquiringthisyear
aboutspecificplatforms,we
askedifissuessuchaschanges
insocialmediaalgorithmsand
dataprivacyhadledcontent
marketerstodecreasetheiruse
ofsocialmedia.Wefoundno
signsofslowingdown,withonly
5%reportingadecreaseinuse.
29. 29
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CONTENT CREATION & DISTRIBUTION
71% of the most successful B2B content marketers use paid methods to distribute content,
compared with 55% of the least successful.
Proportion of B2B Marketers That Have Used
Paid Methods to Distribute Content
in the Last 12 Months
YES NO UNSURE
■ Most Successful ■ All Respondents ■ Least Successful
71%
21%
8%
66%
29%
5%
55%
39%
6%
Base: B2B content marketers; aided list.
2019 B2B Content Marketing Benchmarks, North America: Content Marketing Institute/MarketingProfs
Lastyear’sCMI/MarketingProfs
annualcontentmarketing
research(asreportedinthe2018
versionofthisreport)foundthat
email,socialmediaplatforms,
andblogswerethetopthree
formatsB2Bmarketersusedto
distributecontent.
Thisyear,weaskedrespondents
iftheyusepaidmethodsto
distributecontent.Themajority
saidyes.
30. 30
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CONTENT CREATION & DISTRIBUTION
The top reason why B2B content marketers use paid methods to distribute content is to attract
a new audience.
Base: B2B content marketers who have used paid methods in the last 12 months. Aided list; multiple responses permitted.
2019 B2B Content Marketing Benchmarks, North America: Content Marketing
Three Largest Differences Between the Most and Least Successful
Most Least
Attract a new audience...........................................................................83%......................73%
Reach a niche audience..........................................................................58%......................45%
Give new life to old content...................................................................43%......................27%
Reasons Why B2B Marketers Use Paid Methods to Distribute Content
(All Respondents)
80%
65%
52%
47%
42%
31%
4%
0 20 40 60 80 100
Attract a new audience
Reach a niche audience
Launch a new product or service
Give new life to old content
Other reasons
Generate traffic when organic search
isn’t producing desired results
Promote foundational content
31. 31
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CONTENT CREATION & DISTRIBUTION
Sponsored content on social media and search engine marketing (SEM) are the top two
paid methods used.
Base: B2B content marketers who have used paid methods in the last 12 months. Aided list; multiple responses permitted.
2019 B2B Content Marketing Benchmarks, North America: Content Marketing Institute/MarketingProfs
Three Largest Differences Between the Most and Least Successful
Most Least
Sponsored Content—on social media...............................................74%......................62%
Banner Ads Promoting Your Content..................................................59%......................46%
Partner Emails Promoting Your Content............................................51%......................30%
Types of Paid Content Distribution Methods B2B Marketers Use
(All Respondents)
70%
64%
53%
38%
35%
30%
10%
3%
0 20 40 60 80
Sponsored Content—on social media
Banner Ads Promoting Your Content
(e.g., ebook, webinar)
Sponsored Content—on websites
other than your own
Other
Native Advertising
Content Recommendation Engines
Search Engine Marketing (SEM)/
Pay-per-Click
Partner Emails Promoting Your Content
(e.g., ebook, webinar)
36. 36
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GOALS & METRICS
B2B marketers have used content marketing successfully over the last 12 months to create brand
awareness, educate audience(s), build credibility/trust, generate demand/leads, and more.
Note: 4% said none of the above.
Base: B2B content marketers. Aided list; multiple responses permitted.
2019 B2B Content Marketing Benchmarks, North America: Content Marketing Institute/MarketingProfs
Three Largest Differences Between the Most and Least Successful
Most Least
Nurture subscribers/audience/leads..................................................76%......................33%
Build loyalty with existing clients/customers...................................73%......................32%
Generate sales/revenue..........................................................................68%......................19%
Goals B2B Marketers Have Achieved by Using
Content Marketing Successfully in Last 12 Months
81%
73%
68%
68%
58%
54%
49%
45%
43%
40%
Create brand awareness
Educate audience(s)
Build credibility/trust
Generate demand/leads
Nurture subscribers/audience/leads
Build loyalty with existing clients/customers
Drive attendance to one or more in-person events
Generate sales/revenue
Build a subscribed audience
Support the launch of a new product
0 20 40 60 80 100
37. 37
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GOALS & METRICS
72% of the most successful B2B content marketers report their organization measures
content marketing ROI.
Proportion of B2B Organizations That
Measure Content Marketing ROI
YES NO UNSURE
■ Most Successful ■ All Respondents ■ Least Successful
72%
6%
49%
12%
40%
11%
22%
65%
21%
Base: B2B content marketers.
2019 B2B Content Marketing Benchmarks, North America: Content Marketing Institute/MarketingProfs
38. 38
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GOALS & METRICS
25% of B2B content marketers say their teams are extremely/very proficient at using the
metrics their team has selected.
There are many metrics and techniques
available for measuring content marketing
results. The key is to identify the metrics that
will yield the most meaningful insights based
on specific goals.
This chart shows how proficient B2B content
marketers say their teams are with using the
metrics they’ve selected. Those reporting low
proficiency may have a need for training, or the
metrics used may need to be reevaluated.
It’s worthwhile to note that those who are most
proficient at using the right metrics work in
organizations that are more likely to measure
the ROI of their content marketing efforts.
Base: B2B content marketers whose organizations use metrics to measure success at achieving content marketing goals.
2019 B2B Content Marketing Benchmarks, North America: Content Marketing Institute/MarketingProfs
How B2B Content Marketers Rate Their
Proficiency With Using Selected Metrics
(All Respondents)
45%
26%
4%
25% ■ Extremely/Very Proficient
■ Somewhat Proficient
■ Not Very/Not At All Proficient
■ Unsure
40. 40
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ISSUES & CHARACTERISTICS
B2B marketers say changes to SEO/search algorithms is the top content marketing issue of
importance to their organization in 2018.
Other issues cited:
AI Technologies (14%);
Preparing Content for Voice
Search (13%); Content
Security (e.g., encryption, ID
theft) (13%); Public’s Trust
Issues with Media (12%);
Unsure (7%); and Other
Issues (3%).
Base:B2Bcontentmarketers.Aidedlist;multipleresponsespermitted.
2019B2BContentMarketingBenchmarks,NorthAmerica:ContentMarketingInstitute/MarketingProfs
Three Largest Differences Between the Most and Least Successful
Most Least
Data privacy/regulations........................................................................38%......................26%
AI technologies..........................................................................................19%.......................7%
Preparing content for voice search......................................................17%.......................8%
Top 5 Content Marketing Issues of Importance to
B2B Organizations in 2018
(All Respondents)
61%
45%
41%
34%
33%
0 20 40 60 80
Changes to SEO/search algorithms
Content marketing as a revenue center
Staffing/human resources
Changes to social media algorithms
Data privacy/regulations
41. 41
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ISSUES & CHARACTERISTICS
7 Characteristics of Top-Performing B2B Content Marketers
CMI/MarketingProfs’ annual content marketing research consistently shows that the most successful B2B content marketers
often have distinguishing characteristics that set them apart from their less successful peers. While not a complete list, here
are seven characteristics based on this year’s data.
Has a Documented
Content Marketing Strategy
vs.65% 14%
Most Successful Least Successful
Extremely Committed
to Content Marketing
vs.86% 14%
Most Successful Least Successful
58% 7%
Audience Views Organization as
a Credible, Trusted Resource
vs.86% 14%
Most Successful Least Successful
96% 74%
Measures ROI of
Content Marketing Efforts
vs.86% 14%
Most Successful Least Successful
72% 22%
Sophisticated/Mature
Content Marketing Maturity Level
vs.82% 11%
Most Successful Least Successful
Expert/Advanced Proficiency at
Using Content Marketing Technology
vs.86% 14%
Most Successful Least Successful
67% 5%
Uses Personas for
Content Marketing Purposes
vs.86% 14%
Most Successful Least Successful
77% 36%
42. 42
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METHODOLOGY
B2B Content Marketing 2019: Benchmarks, Budgets, and Trends—North America was produced by Content Marketing Institute and
MarketingProfs and sponsored by Conductor.
The 9th 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, The Association for Data-driven Marketing & Advertising (ADMA), and WTWH Media, and
UBM Technology Group.
A total of 1,947 recipients from around the globe—representing a full range of industries, functional areas, and company sizes—replied to the survey
during June and July 2018. This report presents the findings from the 771 North America respondents who indicated their organization is for-profit,
primarily selling products/services to businesses (B2B), and has been using content marketing for at least one year.
B2B Industry
Classification
Size of B2B Company
(by Employees)
B2B Content Marketing
Job Title/Function
■ Small (10-99 Employees)
■ Micro(Fewerthan10Employees)
■ Midsize (100-999 Employees)
■ Large (1,000+ Employees)
■ Marketing/Advertising/
Communications/PR Management
■ Content Creation/Management
(Writer/Creative Director/Editor)
■ Corporate Management
(CEO/Owner/President/CMO/CCO)
■ Marketing—Staff/Support/Administration
■ General Management (GM, VP)
■ Other
14%
■ Technology/IT/Software/Hardware
■ Agency (Content Marketing,
Advertising, Digital, PR)
■ Manufacturing
■ Consulting
■ Professional Services
■ Financial Services
■ Healthcare/Medical/Pharmaceuticals
■ Other
30%
15%
32%
31%
22%
21%13%
8%
6%
5%
3%
14%
42%
18%
16%
11%
6%
7%
Note: This year’s methodology
differs from prior years. This year,
we qualified respondents based
on whether their organization has
been using content marketing for
at least one year, and whether
they are a content marketer,
someone who is involved with the
content marketing function, and/
or someone to whom content
marketing reports.
43. 43
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ABOUT
Thanks to all the survey participants and distribution partners and to everyone who helps disseminate these
findings throughout the content marketing industry.
About Content Marketing Institute
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’s Content Marketing World event, the largest content marketing-focused
event, is held every September in Cleveland, Ohio, USA, and ContentTECH Summit event is held every spring. CMI publishes the quarterly magazine
Chief Content Officer, and provides strategic consulting and content marketing research for some of the best-known brands in the world. Watch
this video to learn more about CMI. Content Marketing Institute is organized by UBM, which in June 2018 combined with Informa PLC to become a
leading B2B information services group and the largest B2B Events organizer in the world. To learn more and for the latest news and information,
visit www.ubm.com and www.informa.com.
About MarketingProfs
MarketingProfs is the most trusted name in marketing education, giving marketers worldwide the tools and training they need to exceed their goals.
Its on-demand training, live online events, and in-person conferences help individuals, small teams, and large teams increase efficiency, productivity,
and (best of all!) revenue. Find out how learning can change your life: marketingprofs.com.
About Conductor
Conductor provides a full solution for content marketers who want to get content found in organic channels like search. Our platform empowers your
content marketing efforts from ideation through iteration so that you can create the content that will bring your customers value. Our services team
provides education and SEO strategy to help you master organic marketing and drive traffic and revenue.