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B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends–North America
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Overview: The State of B2B Content Marketing IN NORTH AMERI CA More. If one word could describe content marketing at the end of 2012, that would be it . According to the latest findings from the Content Marketing Institute and MarketingProfs, B2B marketers are spending more, using more tactics, and distributing their content on more social networks than they have in years past. Unfortunately, there is also more uncertainty. B2B marketers are more uncertain whether they are using various content marketing tactics effectively.
Vice President of Marketing, Content Marketing Institute | Social Media | Digital Marketing | Marketing Strategy
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B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends–North America
- SponSored by
- 2 SponSored by Chief Content Officer MarketingProfs Founder & Executive Director Content Marketing Institute
- 3 SponSored by Percentage of B2B Respondents Using Content Marketing 91% use content marketing 9% do not use content marketing 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
- 4 SponSored by B2B marketers use an average of 12 content marketing tactics. AverageNumberof Tactics B2B Marketers Use 11% 14% 19% 28% 0 10 20 30 40 7% 20+Tactics 16-19Tactics 13-15Tactics 20% 10-12Tactics 5-9Tactics 1-4Tactics Average: 12 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
- 5 SponSored by B2B Content Marketing Usage (by Tactic) 0 20 40 60 80 100 Social Media – Other than Blogs Articles on Your Website eNewsletters Blogs Case Studies Videos Articles on Other Websites In-person Events White Papers Webinars/Webcasts Research Reports Microsites Infographics Branded Content Tools Mobile Content eBooks Print Magazines Books Virtual Conferences Podcasts Mobile Apps Digital Magazines Print Newsletters Annual Reports Licensed/Syndicated Content Games/Gamification 87% 83% 77% 78% 70%70% 69% 61% 59% 44% 40% 38% 38% 33% 32% 31% 29% 28% 27% 26% 26% 25% 24% 20% 11% 71% 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
- 6 SponSored by 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs The use of certain B2B content marketing tactics has risen greatly.
- 7 SponSored by Confidence Gap Effectiveness Ratings of Tactics Among B2B Users 67% 33% 36% 39% 41% 42% 42% 43% 43% 45% 47% 50% 50% 64% 61% 59% 58% 58% 57% 57% 55% 53% 50% 50% BelieveIt’sEffective BelieveIt’sLessEffective 100 90 80 70 60 50 40 30 20 10 10 20 30 40 50 60 70 80 90 100 In-personEvents CaseStudies Webinars/Webcasts Blogs Videos eNewsletters ResearchReports WhitePapers eBooks Microsites ArticlesonYourWebsite ArticlesonOtherWebsites 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
- 8 SponSored by Percentage of B2B Marketers Using Social Media to DistributeContent 2012 2011 0 10 20 30 40 50 60 70 80 90 87% 74% More B2B marketers are using social media to distribute content. 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
- 9 SponSored by 0 20 40 60 80 100 83% 71% 74% 70% 56% 13% 20% 10% 80% 80% 61% 39% 26% N/A N/A N/A N/A N/A N/A N/A 12% 23% 10% 10% 8% 7% 7% 6% LinkedIn Twitter Facebook YouTube Google+ Pinterest SlideShare Vimeo Flickr StumbleUpon Foursquare Instagram Tumblr Quora B2B 2012 2011 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
- 10 SponSored by Organizational Goals for B2B Content Marketing 79% 74% 71% 64% 64% 63% 60% 45% 43% BrandAwareness CustomerAcquisition LeadGeneration CustomerRetention/Loyalty ThoughtLeadership Engagement WebsiteTraffic Sales Lead Management/Nurturing 10 0 20 30 40 50 60 70 80 90 100 More B2B marketers are using content marketing to achieve organizational goals. 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
- 11 SponSored by MeasurementCriteria for B2B Content Marketing Success 51% 45% 43% 41% 41% 41% 39% 35% 26% 24% 22% 13% 5% 60% 10 0 20 30 40 50 60 70 80 90 100 WebTraffic SalesLeadQuality SocialMediaSharing SalesLead Quantity DirectSales SEORanking InboundLinks Cross-selling CostSavings BenchmarkLiftofCompanyAwareness IncreasedCustomerLoyalty BenchmarkLiftofProduct/ServiceAwareness Time Spenton Website Qualitative Feedback from Customers 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
- 12 SponSored by B2B Content MarketingSpending (Over Next 12 Months) 9% 45% Significantly Increase Decrease 34% Remainthe Same 2% Unsure 10% Increase More than half of B2B marketers plan to increase their content marketing budget over the next 12 months. 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
- 13 SponSored by Total Marketing Budget Spent onB2BContentMarketing 42% 34% 26% 23% 20% 31% 2012 2011 22% 24% 0 10 20 30 40 50 60 Micro(FewerThan10Employees) Small(10-99Employees) 26% 33% Overall Midsize(100-999Employees) Large(1000+Employees) 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs 33% of B2B marketing budgets are now allocated to content marketing.
- 14 SponSored by Insourcing vs. Outsourcing of B2B Content Creation 56% 38% 4% 58% 1% 2012 2011 43% 0 10 20 30 40 50 60 70 In-HouseOnly OutsourcedOnly Both More companies are creating B2B marketing content in-house. 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
- 15 SponSored by Percentage of Companies that Outsource B2B Content Creation 33% 53% 60% 62% 74% 42% 2012 2011 53% 65% 0 10 20 30 40 50 60 70 80 Micro(FewerThan10Employees) Small(10-99Employees) 58% 44% Average Midsize(100-999Employees) Large(1000+Employees) 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs On average, 44% of companies outsource B2B content creation.
- 16 SponSored by How B2B Organizations Tailor Content 59% 57% 51% 39% 12% 52% 2012 2011 42% 0 10 20 30 40 50 60 70 80 ProfileofIndividualDecisionMakers CompanyCharacteristics 8% None StageintheBuyingCycle N/A 23% PersonalizedContentPreferences Nearly all B2B marketers segment their content. 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
- 17 SponSored by Challengesthat B2B Content Marketers Face 64% 52% 14% ProducingEnoughContent ProducingtheKindofContentthatEngages 39% LackofBudget 22% LackofBuy-in/Vision 26% LackofKnowledge,Training,andResources 45% ProducingaVarietyofContent 33% InabilitytoMeasureContentEffectiveness FindingTrainedContentMarketingProfessionals 25% LackofIntegrationAcrossMarketing 10 0 20 30 40 50 60 70 80 90 100 Producing enough content is now the #1 challenge faced by B2B content marketers. 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
- 18 SponSored by Biggest B2B Content Marketing Challenge 29% 20% 41% 18% 12% 18% 2012 2011 14% 7% 0 10 20 30 40 50 60 ProducingEnoughContent ProducingtheKindofContentthatEngages N/A N/A 6% LackofKnowledge,Training,andResources LackofBudget LackofBuy-in/Vision 7% 5% ProducingaVarietyofContent 5% InabilitytoMeasureContentEffectiveness N/A 4% LackofIntegrationAcrossMarketing N/A 2% FindingTrainedContentMarketingProfessionals 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
- 19 SponSored by How B2B Marketers Rate the Effectiveness of Their Organization’s Use of Content Marketing 6% 30% 45% 15% 2% Very Effective Not At All Effective 10 0 20 30 40 50 60 70 80 90 100 5 4 3 2 1 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
- 20 SponSored by Comparison of Most Effective B2B ContentMarketers with Least Effective B2B ContentMarketers Percentageofmarketingbudget allocatedtocontentmarketing Averagenumberoftacticsused Averagenumberof socialplatformsused Percentagethatplanstoincrease contentmarketingspendnextyear Tailorcontenttoprofileof decisionmaker Challengedwithproducing engagingcontent Challengedwithlackofbuy-in/vision fromhigher-ups MostEffective Overall/Average LeastEffective 46% 33% 16% 14 12 8 6 5 3 54% 54% 53% 71% 59% 41% 39% 52% 70% 12% 22% 14% 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
- 21 SponSored by
- 22 SPONSORED BY B2B Industry Classification Advertising/ Marketing 25% Other 22% Consulting e Manufacturing Internet/Online Services Publishing/ Media 12% 12% 6% 6% 5% 5% 4% 3% Business Services (Other) Healthcare/Medical/ Pharmaceutical Banking/Accounting/ Financial Size of B2B Company (by Employees) Micro (Fewer than 10 Employees) 39% Small (10-99 Employees) 28% Midsize (100-999 Employees) Large (1000+ Employees) 17% 5% B2B Job Title/Function Advertising/Marketing Communications/PR 37% Corporate Management/Owner Content Creation/Management 31% 7% Other 3% Marketing Administration/ Support 6% Sales Administration/ Support 1% Website/Technology Programmer 1% 6% 5% Consultant Sales/Business Management 5% General Management
- 23 SponSored by