The State of B2B Content Marketing in 2013

THE STATE OF B2B CONTENT MARKETING 2013 B2B MARKETING'S 2013 CONTENT MARKETING BENCHMARKING REPORT SUGGESTS CONTENT/INBOUND MARKETING IS MUCH MORE THAN A PASSING TRÊND. THOUGH PROBLEMS DO PERSIST... TIME SPENT ON HOW IMPORTANT IS CONTENT 37% ? MARKETING? 28% LIMITED OR NO IMPORTANCE: 1% OF SOME IMPORTANCE: 13% IMPORTANT: 43% CRITICAL: 43% RESOURCES SPEND 1. PRESS RELEASE 1. CASE STUDY MOST-USED MOST-EFFECTIVE 2. BLOG POST VERSUS 2. WHITEPAPER CONTENT TYPES CONTENT TYPES 3. CASE STUDY 3. VIDEO DEGREE TO WHICH BRANDS SIGNIFICANT INCREASE CAN DEMONSTRATE ROI SLIGHT INCREASE COMPLETELY: 1% NO INCREASE 14% MOST OF THE TIME: 22% DON'T KNOW 42% HALF THE TIME: 17% HOW DOES 15% SOME OF THE TIME: 37% CONTENT IMPACT 29% RARELY OR NOT AT ALL: 18% SALES FIGURES? DON'T KNOW: 5% MAIN CHALLENGES TOP THREE CONTENT OBJECTIVES 1. 2. 3. 1. 2. MEASURING ROI BRAND POSITIONING GENERATING LEADS 2. DEMAND GENERATION INTERNAL BUY-IN 3. AUDIENCE ENGAGEMENT IN ASSOCIATION WITH B2B Marketing Circleresearch FRESH PERSPECTIVE MARKETING CONTENT NO. ARKETING BUDGETS