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SPONSORED BY2018 Benchmarks, Budgets, and TrendsNorth AmericaCONTENTMARKETINGWelcomeThis Years B2B Content Marketing Top Performers At-A-GlanceUsage & Team OrganizationCommitment & Overall SuccessContent Marketing StrategyContent Creation & DistributionGoals & MetricsBudgets & SpendingMethodology & DemographicsAboutSPONSORED BY345101619353839302TABLE OF CONTENTSWELCOMEGreetings Marketers,Welcome to B2B Content Marketing 2018: Benchmarks, Budgets, and TrendsNorth America. Our latest research indicates B2B marketers are finding content marketing success as they explore ways to work more creatively and build their audiences.Content marketing is no longer the shiny new object. Those who have caught on are no longer asking “should we do this,” but rather “how do we really dig in and get results?” One of the most convincing pieces of evidence of this maturation? We saw an 18% year-over-year increase in respondents who say they are focused on using content marketing to build their audience (one or more subscriber bases). And thats what differentiates content marketing from other forms of marketingits intent is to offer valuable information so people want to hear from your business so they subscribe to your content because they are interested in it.Read on for all the findings from our annual survey and consider how your organization stacks up against your peers. To take your content marketing to the next level, check out the resources on the last page of this report.Yours in content,LisaMurton Beets Research Director Content Marketing InstituteThanks to the following for their assistance with the annual content marketing survey and this report: CMI team members Joe Pulizzi, founder; Stephanie Stahl, general manager; Robert Rose, chief strategy adviser; Kim Moutsos, vice president of content; Michele Linn, editorial strategy adviser; Nancy Reese, research consultant; Joseph Kalinowski, creative director; and Vahe Habeshian, MarketingProfs publications director. Thanks also to our report sponsor, Brightcove.3SPONSORED BYAnnHandley Chief Content OfficerMarketingProfsSPONSORED BY4COMPARISON CHARTMost Successful All Respondents Least SuccessfulOrganization is extremely/very committed to content marketing 89% 56% 27%Organizations content marketing is sophisticated/mature 73% 34% 4%Has a documented content marketing strategy 62% 37% 16%Measures content marketing ROI 55% 35% 18%Percentage of total marketing budget allocated to content marketing (average) 40% 26% 14%Rates project management flow during content-creation process as excellent/very good 70% 36% 14%Agrees that organization is focused on building audiences 92% 80% 65%Agrees that organization values creativity and craft in content creation and production 88% 74% 59%Agrees that organization is realistic about what content marketing can achieve 86% 62% 45%Agrees that leadership team gives ample time to produce content marketing results 84% 59% 38%Always/frequently delivers content consistently 75% 59% 33%Rates alignment of metrics and content marketing goals as excellent/very good 54% 19% 2%This Years B2B Content Marketing Top Performers At-A-Glance 2018 B2B Content Marketing TrendsNorth America: Content Marketing Institute/MarketingProfsChart term definitions: A top performer (aka “most successful”) is one who characterizes his or her organizations overall content marketing approach as extremely or very successful. The “least successful” characterize their organizations approach as minimally or not at all successful. Base: B2B content marketers.5USAGE & TEAM ORGANIZATIONSPONSORED BYB2B CONTENT MARKETINGTeam organization is similar to what was reported last year: Around half of respondents have small (or one-person) marketing/content marketing teams serving the entire organization.Respondents represented a good mix of organizational content marketing maturity, nearly equally divided into thirds by young/first steps, adolescence, and mature/sophisticated.Nearly half of respondents (56%) outsource at least one content marketing activity; conversely, 44% do not outsource any content marketing activities.SPONSORED BY6USAGE & TEAM ORGANIZATION2018 B2B Content Marketing TrendsNorth America: Content Marketing Institute/MarketingProfsDoes your organization use content marketing?Content marketing is defined as “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.” Note: Of the nonusers, 54% said they plan to launch a content marketing effort within 12 months; 43% had no immediate plans to begin using content marketing; and 4% had used content marketing in the past, but stopped.Base = All B2B respondents.91%Yes9%NoPercentage of B2B RespondentsWho Use Content MarketingSPONSORED BY7USAGE & TEAM ORGANIZATION2018 B2B Content Marketing TrendsNorth America: Content Marketing Institute/MarketingProfsHow would you describe your organizations content marketing maturity level?How B2B Marketers Assess Their Organizations Content Marketing Maturity LevelSOPHISTICATED MATURE ADOLESCENT YOUNG FIRST STEPS9% 25% 31% 25% 9%Providing accurate measurement to the business, scaling across the organizationFinding success, yet challenged with integration across the organizationHave developed a business case, seeing early success, becoming more sophisticated with measurement and scalingGrowing pains, challenged with creating a cohesive strategy and a measurement planDoing some aspects of content, but have not yet begun to make content marketing a processBase: B2B content marketers; aided list.SPONSORED BY8USAGE & TEAM ORGANIZATION2018 B2B Content Marketing TrendsNorth America: Content Marketing Institute/MarketingProfsHow is content marketing structured within your organization?B2B Content Marketing Organizational Structure26%4%13%53%4%Centralized content marketing groupthat works with multiple brands/productlines throughout the organizationEach brand/product/department hasits own content marketing teamBoth: a centralized group aswell as individual teamsthroughout the organization Small (or one-person)marketing/content marketing teamserves the entire organizationOtherBase: B2B content marketers; aided list.9USAGE & TEAM ORGANIZATION2018 B2B Content Marketing TrendsNorth America: Content Marketing Institute/MarketingProfsSPONSORED BYWhat content marketing activities does your organization outsource?Content Marketing Activities B2B Marketers Outsource47%23%11%9%4%Content Creation(e.g., writers, designers,video production)Do not outsource anycontent marketing activitiesContent Promotion/DistributionContent Marketing MeasurementContent Marketing StrategyOther44%Note: More than half (56%) of respondents outsource at least one of the content marketing activities listed.Base: B2B content marketers. Aided list; multiple responses permitted.10COMMITMENT &OVERALL SUCCESSSPONSORED BYB2B CONTENT MARKETINGContent marketing commitment levels and overall success are nearlythe same as respondents reported last year.Like last year, nearly 65% of respondents said their overall content marketing success has increased (much more/somewhat more) compared with one year agopared with last year (68%), there was an 18% increase among respondents who agree that their organization is focused on building audiences (80%).SPONSORED BY11COMMITMENT & OVERALL SUCCESS2018 B2B Content Marketing TrendsNorth America: Content Marketing Institute/MarketingProfsHow would you describe your organizations commitment level to content marketing?Base: B2B content marketers; aided list.36%6%1%36%20%B2B Organizations Commitment to Content MarketingExtremelyCommittedVery CommittedSomewhat CommittedNot Very CommittedNot At All CommittedSPONSORED BY122018 B2B Content Marketing TrendsNorth America: Content Marketing Institute/MarketingProfsCOMMITMENT & OVERALL SUCCESSHow would you characterize the success of your organizations current overall content marketing approach?Base = B2B content marketers; aided list.Note: The survey defined success as achieving your organizations 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.”53%21%2%20%4%How B2B Marketers Rate the Success of Their Organizations Overall Content Marketing ApproachExtremelySuccessfulVery SuccessfulModeratelySuccessfulMinimallySuccessfulNot At All SuccessfulSPONSORED BY132018 B2B Content Marketing TrendsNorth America: Content Marketing Institute/MarketingProfsCOMMITMENT & OVERALL SUCCESSHow does the success of your organizations current overall content marketing approach compare with one year ago?Base: B2B content marketers; aided list.How B2B Marketers Rate Their OrganizationsContent Marketing Success ComparedWith One Year Ago18%45%26%3%1%7%Much More SuccessfulSomewhatMore SuccessfulAbout the Same asOne Year AgoSomewhatLessSuccessfulMuch LessSuccessfulDoes Not Apply(program less thanone year old)SPONSORED BY142018 B2B Content Marketing TrendsNorth America: Content Marketing Institute/MarketingProfsCOMMITMENT & OVERALL SUCCESSTo what factors do you attribute your organizations increase in overall success with content marketing?Base: B2B content marketers who said their organizations overall content marketing approach is much more or somewhat more successful compared with one year ago.Other factors cited: Content Marketing Technologies/Tools (25%); More Budget for Content Marketing (25%); We Have Given Our Efforts Time to Bear Fruit and Are Now Getting Results (21%); Content Marketing Training/Education (19%); Assistance of Outside Expertise (7%); Changes in Our Target Audience(s) (5%); and Other (5%).Note: Due to the low number of B2B respondents who said their organizations content marketing success had decreased compared with one year ago, this report does not include a chart showing factors contributing to decreased success.Factors Contributing to B2B Marketers Increased Content Marketing Success Over the Last Year78%72%50%46%Content Creation (higherquality, more ef_f_icient)Strategy (developmentor adjustment)Content Distribution (bettertargeting, identif_icationof what works)Content Marketing HasBecome a Greater PrioritySpending More Time onContent MarketingManagement/HR (organizationalchanges, staf_f_ing, new contentmarketing roles)Content Measurement(growing in ability toshow results)49%39%35%SPONSORED BY15OPINIONS ABOUT CONTENT MARKETING2018 B2B Content Marketing TrendsNorth America: Content Marketing Institute/MarketingProfsIndicate your level of agreement with the following statements concerning content marketing in your organization.Base = Content marketers; aided list.Base: B2B content marketers; aided list.B2B Marketers Opinions About Content Marketing80% 9% 11%74% 12% 14%62% 18% 20%20%21%20%33%59%47%44% 34% 22%17% 32% 51%Our organization is focused on buildingaudiences (building one or more subscriber bases)Our organization values creativity and craftin content creation and productionOur leadership team gives us ample timeto produce content marketing resultsOur organization has realistic expectationsabout what content marketing can achieveWe are discontinuing specif_ic content marketingactivities that weve found to be inef_fective, sowe can concentrate on those that yield the best resultsOver the last year, it has become increasinglydif_f_icult to capture our audiences attentionWe are creating less content than one yearago, but that content is driving greater results Agree Neither Agree Nor Disagree Disagree 16SPONSORED BYB2B CONTENT MARKETINGAs they have in the past, respondents who have a documented content marketing strategy report higher levels of overall content marketing success compared with those who have a verbal strategy only, or no strategy at all.Approximately 75% of respondents who do not have a strategy plan to develop one within 12 months.When those who do not have plans to develop a strategy within 12 months were asked why, qualitative responses included “no buy-in from executives” and “lack of cohesion and coordination among departments.”CONTENT MARKETING STRATEGYSPONSORED BY17CONTENT MARKETING STRATEGY2018 B2B Content Marketing TrendsNorth America: Content Marketing Institute/MarketingProfsDoes your organization have a content marketing strategy?Base: B2B content marketers; aided list.38%6%37%19%Percentage of B2B Marketers Who Have a Content Marketing StrategyYes, and it is documentedNo, with no plans to have one within 12 monthsYes, but it is not documentedNo, but plan to have one within 12 monthsSPONSORED BY18CONTENT MARKETING STRATEGY2018 B2B Content Marketing TrendsNorth America: Content Marketing Institute/MarketingProfsWhy do you think your organization does not plan to develop a content marketing strategy within 12 months?Base: B2B content marketers who indicated their organization has no plans to develop a content marketing strategy within 12 months (n=45). Aided list; multiple responses permitted.Reasons B2B Marketers Do Not Planto Develop a Content Marketing StrategyWithin 12 Months67%Small TeamLack of TimeNot ImportantNot NeededOther44%11%4%27%19CONTENT CREATION & DISTRIBUTIONSPONSORED BYB2B CONTENT MARKETING36% of respondents rated the flow of content-creation projects within their organizations as excellent or very good; 31% rated it as good; and 32% rated it as fair or poor.Among the content types, distribution formats, and social media platforms that respondents use, they rated ebooks/white papers, email, and LinkedIn as most effective at helping their organizations achieve specific objectives.Nearly all respondents (94%) said they always or frequently ensure that their content is fact-based or credible.SPONSORED BY20CONTENT CREATION & DISTRIBUTION2018 B2B Content Marketing TrendsNorth America: Content Marketing Institute/MarketingProfsWhich types of digital technologies does your organization use specifically for managing its content marketing efforts?Base: B2B content marketers. Aided list; multiple responses permitted.Other technologies used: Video Tools/Platforms (24%); Content Collaboration/Workflow Software (22%); Content Promotion/Distribution Software (12%); Content Planning/Creation Software (11%); Digital Asset Management (DAM) System/File Storage (11%); Content Optimization Software (8%); and Other (6%).Technologies B2B Marketers Use to ManageContent Marketing Eorts(Top 5)87%Webinar/Online Presentation Platforms Marketing Automation Software (automation-focused)Content Management System Email Marketing Technology (email-focused)Analytics Tools70%63%43%55%AVERAGE NUMBER USED:Most Successful . 5All Respondents . 4Least Succe
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