B2B Content Marketing: 2014 Benchmarks, Budgets and Trends

B2B Content Marketing 2014 Benchmarks, Budgets & Trends CONTENT MARKETING is of growing importance for B2B organizations. { 93% of B2B marketers use Content Marketing today 30% 58% of total B2B marketing budgets are allocated to Content Marketing plan to increase this budget over the next year are producing more 15% content than last year 42% are more effective at 4270 Content Marketing (up from 36% last year) PROFILE OF BEST-IN-CLASS B2B CONTENT MARKETERS 35% 86% 66% are more effective at producing engaging content have someone who oversees content strategy have a documented content strategy TACTICS Even more ways to reach audiences – 13 tactics are used on average. SOCIAL MEDIA ARTICLES NEWSLETTERS EVENTS CASE STUDIES BLOGS VIDEO on company website emailed in-person excluding blogs 87% 81% 80% 76% 76% 73% 73% 24 SOCIAL MEDIA is king INFOGRAPHICS are on the rise -in 91% 2012 2013 85% f You Tube 73% 51% 81% 38% Largest YoY increase J. B2B marketers use an average of 6 social media platforms. CONTENT SEGMENTATION & CHALLENGES 95% of marketers segment their content in at least one way, B2B marketers are faced with multiple challenges, TAILORING MOST OFTEN BY PRIMARY CHALLENGES BEING 65% 59% 69% 55% Profiles of Individual Decision Makers Lack of Time Industry Trends Producing Enough Content 55% 43% Stage in the Buying Cycle 47% 39% Company Characteristics Producing Content That Lack of Budget Engages MEASUREMENT How do B2B marketers measure success? TOP ORGANIZATIONAL GOALS 93% BRAND AWARENESS * LEAD GENERATION CUSTOMER AQUISITION of the most effective B2B content marketers cite lead generation as a goal, TOP CONTENT METRICS compared with 64% of their least effective peers. WEB TRAFFIC SALES LEAD QUALITY SOCIAL MEDIA SHARING DEMOGRAPHICS 1,217 respondents from North American companies in July and August 2013 representing a full range of industries, functional areas and company sizes. cm CONTENT MARKETING INSTITUTE MarketingProfs brightcove Smart thinking ... pass it on. ©2013 Brightcove Inc.