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B2B Content Marketing: 2015 Benchmarks, Budgets and Trends

NORTH AMERICA B2B Content Marketing 2015 Benchmarks, Budgets & Trends CONTENT MARKETING REMAINS A PRIORITY for B2B Marketers 86% USE CONTENT MARKETING TODAY 28% 55% 70% but only 38% of budget is expect to INCREASE THEIR CONTENT are CREATING ALLOCATED TO MORE CONTENT CONTENT MARKETING MARKETING than they did a year ago SAY THEY ARE EFFECTIVE AT IT on average BUDGET in the next 12 months PRIMARY ORGANIZATIONAL GOALS DOCUMENTED STRATEGY FOR B2B CONTENT MARKETING PROVES ITS WORTH B2B marketers who STRATEGY IS KING have a documented strategy are more effective in all aspects of content marketing than those who do not. 83% 62% of the most effective marketers very closely follow their content marketing strategy. of B2B marketers have a content marketing strategy TOP CHALLENGES THAT B2B MARKETERS FACE 35% documented 48% un-documented 60% of those who have a 35% of marketers 54% Producing engaging content 50% Producing 49% Measuring content effectiveness 42% Producing a variety of content documented strategy rate who have a documented themselves highly in terms of content marketing effectiveness. strategy are more effective in tracking ROI. content consistently NOW, LET'S TALK TACTICS.. :*………… SOCIAL MEDIA remains the top content marketing tactic, in and marketers use an average of six social media platforms to distribute content. You Tube 8+ 94% 88% 84% 72% 64% 41% Google+ isthe fastest growing. 2013 39% > 2014 55% > 2015 64% 92% 83% 81% 80% 77% 76% 69 SOCIAL MEDIA 68 ARTICLES on company website NEWSLETTERS BLOGS EVENTS CASE STUDIES excluding blogs VIDEOS ILLUSTRATIONS WHITEPAPERS emailed in-person and photos 44444 24 VIDEO iS on the rise as a growing tactic among B2B content marketers. 2013 70% > 2014 73% > 2015 76% SEM Search Engine Marketing 58% 80% PRINT or other offline promotion 52% of marketers use at least one paid advertising method 49% $ ONLINE BANNER ADS 2$ SOCIAL ADS (e.g., Linkedln ads) 48% On average, MARKETERS ARE CURRENTLY WORKING ON 13 INITIATIVES THE 5 PRIMARY INITIATIVES Creating more engaging/higher-quality content Better converting visitors to website Better understanding of what content is effective – and what isn't Finding more/better ways to repurpose content Creating visual content DEMOGRAPHICS 1,820 BZB respondents from North American companies in July and August 2014 representing a full range of industries, functional areas and company sizes. CONTENT MARKETING cm) MarketingProfs Smart thinking ... pass it on. brightcove INSTITUTE ©2014 Brightcove Inc. BRAND AWARENESS LEAD GENERATION ENGAGEMENT LEAD NURTURING

B2B Content Marketing: 2015 Benchmarks, Budgets and Trends

shared by km4c on Oct 02
Brightcove has once again partnered with Content Marketing Institute (CMI) and MarketingProfs to conduct a comprehensive survey of more than 1,800 B2B marketers in North America to learn how they use ...




Kristine MacAulay


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