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MANUFACTURINGSPONSORED BYCONTENT MARKETING:2018 Benchmarks, Budgets, and TrendsNorth America2018WelcomeDifferences Between Manufacturing Marketers by Organizations Content Marketing Maturity LevelUsage & Team OrganizationCommitment & Overall SuccessContent Marketing Strategy & TechnologiesContent Creation & DistributionGoals & MetricsBudgets & SpendingMethodology & DemographicsAbout345101619343738292TABLE OF CONTENTSSPONSORED BYnnWELCOMEGreetings Marketers,Welcome to our fifth annual report on the content marketing practices of manufacturers. Content Marketing Institute (CMI) has been conducting annual content marketing research since 2010, but because our data indicated that manufacturers were slower than other industries to adopt content marketing, we didnt begin producing a manufacturing report until 2014.Its been exciting to watch more and more manufacturers launch content marketing initiatives with each passing year. And for those that are just starting out or are at a standstill there are lessons to learn from companies that are further along in their content marketing maturity (see page 4). For example, most content marketing progress is built on a foundation of a strong commitment to the approach and a documented content marketing strategy. Beyond those two basics, the research shows that manufacturers who are more sophisticated/mature with content marketing often, among other differentiators: n Deliver content consistently n Have realistic expectations about what content marketing can achieve n Value creativity and craft in content creation and production.Fifty-five percent of manufacturing marketers surveyed this year told us their organizations overall content marketing approach is “moderately” successful. Those working to become “extremely” or “very” successful have many resources available to assist them in their efforts. Let us know how we can help!Yours in content,Lisa Murton Beets Research Director Content Marketing InstituteSpecial thanks to: Joe Pulizzi, CMI founder, and Ann Handley, chief content officer, MarketingProfs. CMI team members: Stephanie Stahl, general manager; Robert Rose, chief strategy adviser; Kim Moutsos, vice president of content; Michele Linn, editorial strategy adviser; Nancy Reese, research consultant; and Joseph Kalinowski, creative director. Thanks also to our report sponsor, IEEE GlobalSpec Media Solutions.3SPONSORED BYSPONSORED BY4COMPARISON CHARTAll RespondentsSophisticated/MatureAdolescentYoung/First StepsOrganizations overall content marketing approach is extremely or very successful14% 33% 18% 2%Organization is extremely/very committed to content marketing 38% 73% 50% 13%Has a documented content marketing strategy 19% 33% 25% 10%Percentage of total marketing budget allocated to content 22% 32% 23% 15%Always/frequently delivers content consistently 45% 73% 48% 29%Agrees that organization is realistic about what content marketingcan achieve47% 67% 61% 29%Agrees that organization values creativity and craft in contentcreation and production62% 80% 78% 43%Rates project management flow during content creation processas excellent/very good 20% 37% 30% 5%Always/frequently crafts content based on specific points of the buyers journey27% 48% 18% 21%Differences Between Manufacturing Marketers by Organizations Content Marketing Maturity Level*2018 Manufacturing Content Marketing TrendsNorth America: Content Marketing Institute/MarketingProfs*See p. 7 for definitions of content marketing maturity levels. Base: Manufacturing content marketers.5USAGE & TEAM ORGANIZATIONMANUFACTURING CONTENT MARKETINGTeam organization is similar to what was reported last year: 57% have small (or one-person) marketing/content marketing teams serving the entire organization.Nearly half of respondents (46%) said their organization is in the young/first steps of content marketing maturity; 30% are in the adolescent phase; and 22% are in the mature/sophisticated phase.Almost three out of five respondents (58%) outsource at least one content marketing activity; conversely, 42% do not outsource any content marketing activities.SPONSORED BYSPONSORED BY6USAGE & TEAM ORGANIZATION2018 Manufacturing 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.”Base: All manufacturing respondents.86%YesNoPercentage of ManufacturingRespondents Who Use Content Marketing14%7USAGE & TEAM ORGANIZATION2018 Manufacturing Content Marketing TrendsNorth America: Content Marketing Institute/MarketingProfsSPONSORED BYHow would you describe your organizations content marketing maturity level?How Manufacturing Marketers Assess Their Organizations Content Marketing Maturity LevelSOPHISTICATED MATURE ADOLESCENT YOUNG FIRST STEPS4% 18% 30% 34% 12%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: Manufacturing content marketers; aided list.SPONSORED BY8USAGE & TEAM ORGANIZATION2018 Manufacturing Content Marketing TrendsNorth America: Content Marketing Institute/MarketingProfsHow is content marketing structured within your organization?Manufacturing Content MarketingOrganizational Structure20%7%11%57%5%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: Manufacturing content marketers; aided list.9USAGE & TEAM ORGANIZATION2018 Manufacturing Content Marketing TrendsNorth America: Content Marketing Institute/MarketingProfsSPONSORED BYWhat content marketing activities does your organization outsource?Content Marketing Activities Manufacturing Marketers Outsource49%25%15%9%3%Content Creation(e.g., writers, designers,video production)Do not outsource anycontent marketing activitiesContent Promotion/DistributionContent Marketing MeasurementContent Marketing StrategyOther42%Note: Almost three out of five (58%) of respondents outsource at least one of the content marketing activities listed.Base: Manufacturing content marketers. Aided list; multiple responses permitted.10COMMITMENT &OVERALL SUCCESSMANUFACTURING CONTENT MARKETINGAround half of respondents (51%) describe their organization as somewhat committed to content marketing. The remaining are either extremely/very committed (38%) or not very/not at all committed (11%).The majority of respondents (55%) characterize their organizations overall content marketing approach as moderately successful.Like last year, nearly 60% of respondents said their overall content marketing success has increased (much more/somewhat more) compared with one year ago.SPONSORED BYSPONSORED BY11COMMITMENT & OVERALL SUCCESS2018 Manufacturing Content Marketing TrendsNorth America: Content Marketing Institute/MarketingProfsHow would you describe your organizations commitment level to content marketing?Base: Manufacturing content marketers; aided list.10%1%36%Manufacturing Organizations Commitmentto Content MarketingExtremelyCommittedVery CommittedSomewhat CommittedNot Very CommittedNot At All Committed12%51%26%SPONSORED BY122018 Manufacturing Content Marketing TrendsNorth America: Content Marketing Institute/MarketingProfsCOMMITMENT & OVERALL SUCCESSHow would you characterize the success of your organizations current overall content marketing approach?Base: Manufacturing content marketers; aided list.Note: The survey defined success as achieving your organizations desired/targeted results.55%28%2%11%3%How Manufacturing Marketers Rate the Success of TheirOrganizations Overall Content Marketing ApproachExtremelySuccessfulVery SuccessfulModeratelySuccessfulMinimallySuccessfulNot At All SuccessfulSPONSORED BY132018 Manufacturing 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: Manufacturing content marketers; aided list.How Manufacturing Marketers Rate the Success ofTheir Organizations Overall Content MarketingApproach Compared with One Year Ago13%43%34%5%0%4%Much More SuccessfulSomewhatMore SuccessfulAbout the Same asOne Year AgoSomewhatLessSuccessfulMuch LessSuccessfulDoes Not Apply(program less thanone year old)SPONSORED BY142018 Manufacturing Content Marketing TrendsNorth America: Content Marketing Institute/MarketingProfsCOMMITMENT & OVERALL SUCCESSTo what factors do you attribute your organizations increase in success with content marketing?Base: Manufacturing content marketers who said their organizations overall content marketing approach is much more or somewhat more successful compared with one year ago.Factors Contributing to Manufacturing MarketersIncreased Content Marketing Success Over the Last Year(Top 5)76%66%57%54%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 Marketing55%Other factors cited: Content Marketing Technologies/Tools (32%); Content Measurement (growing in ability to show results) (32%); Management/HR (organizational changes, staffing, new content marketing roles) (32%); More Budget for Content Marketing (32%); Content Marketing Training/Education (25%); We Have Given Our Efforts Time to Bear Fruit and Are Now Getting Results (17%); Changes in Our Target Audience(s) (11%); Assistance of Outside Expertise (9%); and Other (4%).Note: Due to the low number of manufacturing 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.SPONSORED BY15OPINIONS ABOUT CONTENT MARKETING2018 Manufacturing 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: Manufacturing content marketers; aided list.Manufacturing Marketers Opinions About Content Marketing77% 13% 10%62% 16% 22%47% 25% 28%27%26%29%38%45%35%31% 47% 22%12% 34% 54%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 16MANUFACTURING CONTENT MARKETINGThe likelihood of having a documented content marketingstrategy increases as an organization becomes moremature/sophisticated with its content marketing approach.80% of respondents who do not currently have a content marketing strategy say they plan to have one within 12 months. The two main types of digital technologies that manufacturing respondents use specifically for content marketing purposes are analytics tools (90%) and email marketing-focused technology (78%).CONTENT MARKETING STRATEGY & TECHNOLOGIESSPONSORED BYSPONSORED BY17CONTENT MARKETING STRATEGY & TECHNOLOGIES2018 Manufacturing Content Marketing TrendsNorth America: Content Marketing Institute/MarketingProfsDoes your organization have a content marketing strategy?Base: Manufacturing content marketers; aided list. 47%7%19%27%Percentage of Manufacturing MarketersWho 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 BY182018 Manufacturing Content Marketing TrendsNorth America: Content Marketing Institute/MarketingProfsWhich types of digital technologies does your organization use specifically for managing its content marketing efforts?Technologies Manufacturing Marketers Useto Manage Content Marketing Eorts(Top 4)90%Analytics ToolsEmail Marketing Technology(email-focused)Content Management SystemMarketing Automation Software(automation-focused)78%49%30%CONTENT MARKETING STRATEGY & TECHNOLOGIESOther technologies used: Webinar/Online Presentation Platforms (20%); Video Tools/Platforms (16%); Digital Asset Management (DAM) System/File Storage (13%); Content Collaboration/Workflow Software (10%); Content Promotion/Distribution Software (5%); Content Optimization Software (4%); Content Planning/Creation Software (3%); and Other (6%).Base: Manufacturing content marketers. Aided list; multiple responses permitted.AVERAGE NUMBER USED:319CONTENT CREATION & DISTRIBUTIONMANUFACTURING CONTENT MARKETINGWhen asked how well content-creation projects flow withintheir organization, 20% of respondents rated the flow asexcellent or very good; 31% rated it as good; and 49% rated it as fair or poor.Among the content types, distribution formats, and social media platforms that respondents use, they rated videos (pre-produced), email, and LinkedIn as most effective in 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 BYSPONSORED BY20CONTENT CREATION & DISTRIBUTION2018 Manufacturing Content Marketing TrendsNorth America: Content Marketing Institute/MarketingProfsHow often do you take the following concepts into account while creating content for your organization?Base: Manufacturing content marketers; aided list.How Often Manufacturing Marketers ConsiderVarious Concepts While Creating Content94%63%59%53%52%46%45%27% 35% 38%36% 19%37% 17%36% 12%34% 13%30%36% 5%7%6%Ensure that our content isfact-based and/or credibleConsider how our content i
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