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2015 B2B Tech Content Marketing Benchmarks

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TECHNOLOGY B2B TECHNOLOGY CONTENT MARKETING: 2015 BENCHMARKS, BUDGETS, AND TRENDS – NORTH AMERICA SPONSORED BY:
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  • T E C H N O L O G YB2B TECHNOLOGY CONTENT MARKETING:

    2015 BENCHMARKS, BUDGETS, AND TRENDS NORTH AMERIC A

    SPONSORED BY:

  • 2 Welcome ................................................................................................................................................ 3

    Usage & Overall Effectiveness ............................................................................................................. 4

    Strategy & Organization ....................................................................................................................... 6

    Goals & Metrics .................................................................................................................................... 10

    Content Creation & Distribution ....................................................................................................... 13

    Budgets & Spending ........................................................................................................................... 22

    Challenges & Initiatives ...................................................................................................................... 24

    Comparison Chart: Differences Between Technology Marketers and B2B Marketers Overall .......... 29

    Comparison Chart: Most Effective vs. Least Effective Technology Marketers ...................................... 30

    Comparison Chart: Technology Marketers: Documented vs. Verbal

    or No Content Marketing Strategy ................................................................................................................ 31

    Demographics ..................................................................................................................................... 32

    About .................................................................................................................................................... 33

    TABLE OF CONTENTS

    SPONSORED BY:

  • Greetings Technology Content Marketers,

    Welcome to B2B Technology Content Marketing: 2015 Benchmarks, Budgets, and TrendsNorth America. Throughout this report, youll see how technology marketers have changed their content marketing practices over the last year and how they compare with the overall sample of B2B

    marketers who completed our annual content marketing survey.

    Among all groups we studied this year, technology marketers are the most likely to use content

    marketing. Theyre also the group that is most focused on lead generation as the primary goal

    for their content marketing efforts. Producing engaging content continues to be a challenge for

    technology marketers; however, 73% are presently working on initiatives to improve in this area.

    Overall, technology marketers are some of the savviest weve studied in terms of how they are

    working to align their goals, metrics, and initiatives. Those who have a documented content

    marketing strategy are getting the best results.

    Thanks for looking to Content Marketing Institute as a resource. We look forward to serving you

    for many years to come.

    Yours in content,

    Joe

    Joe PulizziFounder

    Content Marketing Institute

    3

    WELCOME

    SPONSORED BY:

  • 4SPONSORED BY:

    USAGE & OVERALL EFFECTIVENESS Does your organizationuse content marketing?93% say yesLast year, 98% of technology marketers said they use content marketing.

    Back then, we defined content marketing as the creation and distribution of educational and/or compelling content in multiple media formats to attract and/or retain customers.

    This year, we defined content marketing as a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audienceand, ultimately, to drive profitable customer action.

    The new definitioncrafted by Content Marketing Institute in early 2014better reflects how content marketing has grown from the mere creation and distribution of content to a formal business discipline.

    Percentage ofTechnology Marketers

    Using Content Marketing

    93%Yes

    7%No

    2015 B2B Technology TrendsNorth America: Content Marketing Institute/MarketingProfs

  • 5SPONSORED BY:

    USAGE & OVERALL EFFECTIVENESS

    Overall, how effective is your organization at content marketing?

    34% say they are effective

    Note: For purposes of our annual survey, we define effectiveness as accomplishing your overall objectives. Those who rate their organizations a 4 or 5 (on a scale of 1 to 5, with 5 being Very Effective and 1 being Not at all Effective) are the most effective or best-in-class. The 1s and 2s are considered the least effective, while the 3s are neutral.

    Last year, 39% of technology marketers said they were effective at content marketing. Even though there is a decrease this year, having a documented content marketing strategy helps in this regard (59% of technology marketers who have one say they are effective).

    How Technology Marketers Rate the Eectiveness of their Organizations

    Use of Content Marketing

    0 10 20 30 40 50

    Very Eective 5%

    29%

    47%

    16%

    Not At All Eective 1%

    5

    4

    3

    2

    1

    2015 B2B Technology TrendsNorth America: Content Marketing Institute/MarketingProfs

  • 6SPONSORED BY:

    STRATEGY & ORGANIZATION

    Does your organization have a content marketing strategy?

    33% say they have a documented strategy

    Technology marketers who have a documented content marketing strategy are less challenged with content marketing when compared with their peers who have a verbal-only strategy or no strategy at all.

    2015 B2B Technology TrendsNorth America: Content Marketing Institute/MarketingProfs

    Percentage of Technology MarketersWho Have a Content Marketing Strategy

    0 10 20 30 40 50

    Yes, and it is documented 33%

    Yes, but it is not documented 50%

    No 14%

    Unsure 4%

  • 7SPONSORED BY:

    STRATEGY & ORGANIZATION

    How closely does your content marketing strategy guide your organizations content marketing efforts?

    35% say very closely

    Having a strategy is one thingfollowing it is another. The more effective the technology marketer, the more likely it is that his or her organization follows the strategy very closely (56% of the most effective follow their strategy very closely).

    2015 B2B Technology TrendsNorth America: Content Marketing Institute/MarketingProfs

    Percentage of Technology MarketersWho Say Strategy Guides Eorts

    0 10 20 30 40 50 60

    Very closely 35%

    Somewhat 56%

    We rarely use it 6%

    Unsure 3%

  • 8SPONSORED BY:

    STRATEGY & ORGANIZATION

    Does your organization have a dedicated content marketing group?

    48% say yes

    The numbers on this chart represent all technology marketers, but the most effective (76%) and those who have a documented content marketing strategy (71%) are more likely to have a group in place.

    2015 B2B Technology TrendsNorth America: Content Marketing Institute/MarketingProfs

    Percentage of Technology Marketers WhoHave a Dedicated Content Marketing Group

    0 10 20 30 40 50 60

    Yes, and it functions independently as its own unit 13%

    Yes, and it works horizontally across the organization silos 35%

    No, but planning to have one 15%

    No, and no plans to have one that I know of 36%

  • 9SPONSORED BY:

    STRATEGY & ORGANIZATION

    Which area in your organization is accountable for content marketing?

    32% say demand gen marketing

    When compared with their B2B peers overall, technology marketers are more likely to report to demand gen marketing (32% vs. 18%) and product marketing (23% vs. 19%).

    Enterprise technology firms (1,000+ employees) are slightly more apt to report to product marketing (27%) versus demand gen marketing (25%).

    2015 B2B Technology TrendsNorth America: Content Marketing Institute/MarketingProfs

    Areas Accountable for Content Marketingin Technology Companies

    Demand Gen Marketing

    Product Marketing

    PR/Corporate Communications

    Owner/C-level

    Social Team/Social CRM

    Other

    No One, Unsure, or No Answer

    32%

    23%13%

    9%

    4%

    4%14%

  • 10

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    GOALS & METRICSHow important are each of the following content marketing goals to your organization?

    91% say lead generation is an important goal

    Note: Percentages shown represent marketers who rated each goal a 4 or 5 on a 5-point scale where 5 = Very Important and 1 = Not at all Important.

    Among all segments of marketers weve studied, technology marketers are most focused on lead generation as a goal for content marketing. It was their top goal last year as well (86%). In comparison, 83% of B2B marketers overall say lead generation is a goal.

    The goal that had the biggest increase this year was sales. Last year, only 49% of technology marketers cited sales as a goal, versus 80% this year.

    Technology Marketers Organizational Goalsfor Content Marketing

    0 10 20 30 40 50 60 70 80 90 100

    Lead Generation

    Engagement

    Lead Nurturing

    Sales

    Brand Awareness

    Customer Retention/Loyalty

    Customer Evangelism

    Upsell/Cross-sell

    91%81%80%80%79%

    65%56%

    53%

    2015 B2B Technology TrendsNorth America: Content Marketing Institute/MarketingProfs

  • 11

    SPONSORED BY:

    Which metrics does your organization use to assess content marketing success?

    66% say website traffic

    Note: Fewer than 30% cited the following metrics: Qualitative Feedback from Customers (27%), Benchmark Lift of Company Awareness (22%), Customer Renewal Rates (19%), Benchmark Lift of Product/Service Awareness (17%), and Cost Savings (5%).

    These percentages are fairly similar to last years. The biggest decrease was for SEO ranking (54% said it was a metric last year vs. 39% this year).

    Higher conversion rates was a new choice on the survey.

    GOALS & METRICS

    Technology Marketers Metricsfor Content Marketing Success

    0 10 20 30 40 50 60 70

    Website Traic

    Sales Lead Quality

    Higher Conversion Rates

    Sales Lead Quantity

    Sales

    Time Spent on Website

    SEO Ranking

    Inbound Links

    Subscriber Growth

    66%62%

    61%54%

    43%42%

    39%39%

    30%

    2015 B2B Technology TrendsNorth America: Content Marketing Institute/MarketingProfs

  • 12

    SPONSORED BY:

    How successful is your organization at tracking the ROI of its content marketing program?

    24% say they aresuccessful

    Technology marketers are slightly more confident in their ability to track ROI when compared with their B2B peers overall (24% vs. 21%). Having a documented content marketing strategy helps in this regard; 40% of technology marketers who have one say they are successful in this area.

    GOALS & METRICS

    How Technology Marketers Ratetheir Organizations Success

    at Tracking ROI

    0 10 20 30 40 50

    Very Successful 5%

    19%

    36%

    20%

    Not At All Successful 8%

    We Do Not Track 13%

    5

    4

    3

    2

    1

    2015 B2B Technology TrendsNorth America: Content Marketing Institute/MarketingProfs

  • 13

    SPONSORED BY:

    Compared with one year ago, how much content is your organization creating?

    74% are creating more

    Last year, 78% of technology marketers said they were producing more content, so this percentage has decreased a bit. Even so, technology marketers are still creating more content than their B2B peers overall (74% vs. 70%).

    CONTENT CREATION & DISTRIBUTION

    2015 B2B Technology TrendsNorth America: Content Marketing Institute/MarketingProfs

    Change in Amount of Content CreationAmong Technology Marketers

    (Over Last 12 Months)

    Significantly More

    More

    Same Amount

    Less

    Unsure

    32%

    42%

    5%5%

    16%

  • 14

    SPONSORED BY:

    How many different audiences does your organization target with separate content marketing strategies?

    The average number is 4

    There is a correlation between company size and the number of audiences a marketer targets. For example, small technology companies (10-99 employees) target 3 audiences, on average, while enterprise firms (1,000+ employees) target an average of 6.

    CONTENT CREATION & DISTRIBUTION

    Number of Audiences thatTechnology Marketers Target

    0 10 20 30 40 50

    6%

    5%

    30%

    46%

    5%

    8%

    10+

    7-10

    4-6

    2-3

    1

    Unsure

    2015 B2B Technology TrendsNorth America: Content Marketing Institute/MarketingProfs

  • 15

    SPONSORED BY:

    Which content marketing tactics does your organization use?96% use social media content

    Note: Fewer than 50% said they use the following tactics: Branded Content Tools (40%), Books (32%), Mobile Apps (32%), Virtual Conferences (28%), Digital Magazines (26%), Print Magazines (25%), Podcasts (24%), Print Newsletters (17%), and Games/Gamification (14%).

    Technology marketers used an average of 15 tactics last year, compared with 14 this year. That is still more than B2B marketers overall (13). Social media content (other than blogs) was the most frequently used tactic last year as well, at 91%.

    The percentages shown here are all higher than they were last year, with the exceptions of video (which stayed the same) and illustrations/photos (which was a new choice on the survey). The biggest increases were with: Infographics (58% last year vs. 73% this year) Microsites (43% last year vs. 54% this year) Research Reports (51% last year vs. 60% this year).

    CONTENT CREATION & DISTRIBUTION

    Technology MarketersContent Marketing Tactic Usage

    0 10 20 30 40 50 60 70 80 90 100

    Social Media Content other than blogs

    Blogs

    Case Studies

    eNewsletters

    In-person Events

    Videos

    Webinars/Webcasts

    White Papers

    Articles on Your Website

    Online Presentations

    Infographics

    Illustrations/Photos

    Research Reports

    Microsites

    eBooks

    96%90%90%

    87%86%86%

    84%83%

    75%73%

    68%60%

    54%51%

    81%

    2015 B2B Technology TrendsNorth America: Content Marketing Institute/MarketingProfs

  • 16

    SPONSORED BY:

    How effective are the following tactics that you use?

    69% say in-person events and webinars are effective

    Technology marketers say in-person events, webinars, and research reports are the most effective tactics they use. Last year, they said webinars, videos, and case studies were the most effective.

    Research reports had the biggest increase (60% last year vs. 67% this year).

    These percentages are similar to what we see with B2B marketers overall, who also say in-person events are the most effective tactic (69%). The biggest difference is with research reports (67% of technology marketers say they are effective vs. 58% of B2B marketers overall).

    CONTENT CREATION & DISTRIBUTION

    In-person Events

    Webinars/Webcasts

    Research Reports

    Case Studies

    Videos

    White Papers

    Blogs

    eBooks

    eNewsletters

    Articles on Your Website

    Microsites

    Infographics

    Technology Marketers EectivenessRatings for Content Marketing Tactics

    0 10 20 30 40 50 60 70 80

    69%69%67%

    61%61%61%

    58%58%

    52%51%51%50%

    2015 B2B Technology TrendsNorth America: Content Marketing Institute/MarketingProfs

  • 17

    SPONSORED BY:

    Which social media platforms does your organization use to distribute content?

    98% use LinkedInNote: Fewer than 50% said they use the following platforms: Pinterest (27%), Vimeo (24%), Instagram (23%), Flickr (15%), StumbleUpon (11%), Vine (9%), Foursquare (8%), Tumblr (8%), and SnapChat (4%).

    Technology marketers use an average of 6 social media platforms, the same as last year. This is the same average number of platforms that their B2B peers use.

    There were slight increases this year in the percentage of technology marketers who use LinkedIn, Twitter, Facebook, and SlideShare. The percentage who use Google+ increased the most (60% last year vs. 70% this year).

    The use of YouTube decreased slightly(85% last year vs. 83% this year).

    CONTENT CREATION & DISTRIBUTION

    LinkedIn

    Twitter

    Facebook

    YouTube

    Google+

    SlideShare

    Technology Marketers Social Media Platform Usage

    0 10 20 30 40 50 60 70 80 90 100

    98%95%

    86%83%

    70%50%

    2015 B2B Technology TrendsNorth America: Content Marketing Institute/MarketingProfs

  • 18

    SPONSORED BY:

    How effective are the social media platforms that you use?

    64% say LinkedIn is effective

    As they did last year, technology marketers say LinkedIn and Twitter are the most effective social media platforms. These are also the two platforms that technology marketers use most often.

    CONTENT CREATION & DISTRIBUTION

    LinkedIn

    Twitter

    YouTube

    SlideShare

    Facebook

    Google+

    Technology Marketers EectivenessRatings for Social Media Platforms

    0 10 20 30 40 50 60 70

    64%58%

    48%43%

    23%15%

    2015 B2B Technology TrendsNorth America: Content Marketing Institute/MarketingProfs

  • 19

    SPONSORED BY:

    How often does your organization publish new content that supports its content marketing program?

    43% say daily or multiple times per week

    The most effective technology marketers (59%), as well as those who have a documented content marketing strategy (60%), are the most likely to publish new content daily or multiple times per week.

    Company size also has an impact: 54% of enterprise technology firms (1,000+ employees) vs. 36% of small technology businesses (10-99 employees) publish new content daily or multiple times per week.

    CONTENT CREATION & DISTRIBUTION

    How Often Technology MarketersPublish New Content

    Daily

    Multiple Times per Week

    Weekly

    Multiple Times per Month

    Monthly

    Less than Once per Month

    15%9%8%

    28%

    15%

    21%

    2015 B2B Technology TrendsNorth America: Content Marketing Institute/MarketingProfs

  • 20

    SPONSORED BY:

    Which paid advertising methods do you use to promote/distribute content?

    75% use search engine marketing (SEM)

    This was a new question on the survey.

    Search engine marketing (SEM) is the paid advertising method that both technology marketers and their B2B peers overall use most often.

    Technology marketers use all of these methods more frequently than their B2B peers do, except for print or other offline promotion (48% vs. 52% for B2B marketers overall).

    CONTENT CREATION & DISTRIBUTION

    Technology Marketers Paid Advertising Usage

    0 10 20 30 40 50 60 70 80

    Search Engine Marketing (SEM)

    Traditional Online Banner Ads

    Social Ads (e.g., LinkedIn ads)

    Promoted Posts (e.g., promoted Tweets)

    Print or Other Oline Promotion

    Native Advertising

    Content Discovery Tools

    75%64%

    59%50%

    48%44%

    15%

    2015 B2B Technology TrendsNorth America: Content Marketing Institute/MarketingProfs

  • 21

    SPONSORED BY:

    How effective are the paid advertising methods that you use to distribute content?

    Search engine marketing (SEM) is considered to be the most effective

    Technology marketers view the effectiveness of these methods nearly the same way their B2B peers do, with the exception of print or other offline promotion (30% of B2B marketers overall say print is effective vs. 18% of technology marketers).

    CONTENT CREATION & DISTRIBUTION

    Technology Marketers Eectiveness Ratingsfor Paid Advertising Methods

    0 10 20 30 40 50 60 70

    Search Engine Marketing (SEM)

    Promoted Posts (e.g., promoted Tweets)

    Native Advertising

    Social Ads (e.g., LinkedIn ads)

    Content Discovery Tools

    Traditional Online Banner Ads

    Print or Other Oline Promotion

    48%40%

    38%38%

    33%23%

    18%

    2015 B2B Technology TrendsNorth America: Content Marketing Institute/MarketingProfs

  • 22

    SPONSORED BY:

    Approximately what percentage of your organizations total marketing budget (not including staff) is spent on content marketing?

    The average is 25%

    Last year, technology marketers spent an average of 28% of their budget on content marketing. B2B marketers overall spend an average of 28%.

    BUDGETS & SPENDING

    Percentage of Marketing BudgetTechnology Marketers Spend

    on Content Marketing

    0 10 20 30 40 50

    100%

    75-99%

    50-74%

    25-49%

    10-24%

    1-9%

    0%

    Unsure

    0%2%8%15%

    22%21%

    1%29%

    2015 B2B Technology TrendsNorth America: Content Marketing Institute/MarketingProfs

  • 23

    SPONSORED BY:

    How do you expect your organizations content marketing budget to change in the next 12 months?

    56% say they will increase spending

    Last year, 58% of technology marketers said they would increase spending. 55% of B2B marketers overall plan to increase spending.

    BUDGETS & SPENDING

    Content Marketing SpendingAmong Technology Marketers

    (Over Next 12 Months)

    0 10 20 30 40 50

    Significantly Increase 8%

    Decrease 2%

    Increase

    Remain the Same

    48%

    27%

    Unsure 13%

    2015 B2B Technology TrendsNorth America: Content Marketing Institute/MarketingProfs

  • 24

    CHALLENGES & INITIATIVES

    Producing Engaging Content ................................................................................................................................... 63% ............................... 54%

    Producing Content Consistently ............................................................................................................................. 55% ............................... 50%

    Measuring Content Effectiveness ............................................................................................................................ 53% ............................... 49%

    Producing a Variety of Content ................................................................................................................................ 46% ............................... 42%

    Lack of Budget .......................................................................................................................................................... 40% ............................... 41%

    Finding Trained Content Marketing Professionals ................................................................................................. 37% ............................... 32%

    Gaps in Knowledge and Skills of Internal Team ..................................................................................................... 35% ............................... 34%

    Lack of Integration Across Marketing ...................................................................................................................... 33% ............................... 30%

    Lack of Buy-in/Vision from Higher-Ups ................................................................................................................... 30% ............................... 29%

    Technology-related Challenges ............................................................................................................................... 14% ............................... 20%

    Producing engaging content is the biggest challenge for technology marketers, including the most effective and those who have a documented content marketing strategy.

    With regard to content marketing, how challenged are you with each of the following?Producing engaging content is the most often cited challenge

    2015 B2B Technology TrendsNorth America: Content Marketing Institute/MarketingProfs

    TechnologyMarketers

    Overall Sampleof B2B Marketers

    SPONSORED BY:

  • 25

    CHALLENGES & INITIATIVES

    Which content marketing initiatives are you working on?

    73% are focused on creating more engaging content

    New this year, we presented marketers with a list of 28 initiatives. We asked them to select one of three options for each: working on now, plan to begin working on within 12 months, and not a priority.

    Technology marketers are working on an average of 14 initiatives, and plan to begin working on 7 more, on average, over the next 12 months.

    The highest percentages of technology marketers are presently working on: Creating more engaging /higher-quality content: 73% Doing better at converting website visitors: 71% Better understanding of audience: 69% Finding more/better ways to repurpose content: 66%

    As for which they plan to begin working on within 12 months, the highest percentages selected: Content personalization: 43% Progressive profiling: 35% Better mobile strategy: 34% Developing a documented content marketing strategy: 34%

    The initiatives appearing on the following pages are the 10 that received the highest combined percentages of working on now and plan to begin working on within 12 months.

    SPONSORED BY:

  • 26

    CHALLENGES & INITIATIVES

    Better at ConvertingWebsite Visitors

    Better Understandingof Audience

    Creating MoreEngaging/Higher-Quality Content

    Now Within 12 Months Not a Priority No Answer

    71% 73%16%

    69%18%

    6% 8%

    19%

    5%5% 4% 4%

    2015 B2B Technology TrendsNorth America: Content Marketing Institute/MarketingProfs

    SPONSORED BY:

  • 27

    CHALLENGES & INITIATIVES

    Measuring Content Marketing ROIBetter Understanding of

    What Content isEectiveand What Isnt

    Finding More/Better Waysto Repurpose Content

    Now Within 12 Months Not a Priority No Answer

    59% 66%21% 52%32%

    8% 11%

    28%

    8%5% 5% 4%

    2015 B2B Technology TrendsNorth America: Content Marketing Institute/MarketingProfs

    SPONSORED BY:

  • 28

    CHALLENGES & INITIATIVES

    Optimizing Content Creating Visual ContentOrganizing Content on Website

    Now Within 12 Months

    Not a Priority No Answer

    59% 62%23%

    62%23%

    11% 11%

    25%

    10%5%

    Creating a Greater Variety of Content

    56%26%

    13%

    5%

    5% 5%

    2015 B2B Technology TrendsNorth America: Content Marketing Institute/MarketingProfs

    SPONSORED BY:

  • 29

    COMPARISON CHART

    Uses content marketing ............................................................................................................................................93% ...................86%

    Considers organization to be effective at content marketing.................................................................................34% ...................38%

    Has a documented content marketing strategy ......................................................................................................33% ...................35%

    Has a content marketing strategy, but its not documented ..................................................................................50% ...................48%

    Does not have a content marketing strategy ...........................................................................................................14% ...................14%

    Has a dedicated content marketing group ..............................................................................................................48% ...................47%

    Is successful at tracking ROI .....................................................................................................................................24% ...................21%

    Average number of tactics used .................................................................................................................................14 ..................... 13

    Average number of social platforms used ..................................................................................................................6 ....................... 6

    Average number of paid advertising methods used to promote/distribute content ...............................................4 ....................... 3

    Publishes new content daily or multiple times per week .......................................................................................43% ...................42%

    Percentage of total budget allocated to content marketing ...................................................................................25% ...................28%

    Plan to increase content marketing spend over next 12 months ...........................................................................56% ...................55%

    Average number of initiatives working on now .........................................................................................................14 ..................... 13

    Average number of initiatives planning to begin working on within 12 months ......................................................7 ....................... 8

    TechnologyMarketers

    OverallSample of

    B2BMarketers

    Differences Between Technology Marketersand B2B Marketers Overall

    2015 B2B Technology TrendsNorth America: Content Marketing Institute/MarketingProfs

    SPONSORED BY:

  • Has a documented content marketing strategy ........................................................................................57% .................. 33% .................. 13%

    Has a content marketing strategy, but its not documented ....................................................................39% .................. 50% .................. 37%

    Does not have a content marketing strategy ..............................................................................................2% ................... 14% .................. 47%

    Has a dedicated content marketing group ................................................................................................76% .................. 48% .................. 24%

    Is successful at tracking ROI .......................................................................................................................45% .................. 24% ................... 7%

    Average number of tactics used .................................................................................................................. 15 ..................... 14 ...................... 13

    Average number of social platforms used ....................................................................................................7 ....................... 6 ........................ 6

    Average number of paid advertising methods used to promote/distribute content..................................4 ....................... 4 ........................ 3

    Publishes new content daily or multiple times per week .........................................................................59% .................. 43% .................. 12%

    Percentage of total budget allocated to content marketing .....................................................................36% .................. 25% .................. 15%

    Plan to increase content marketing spend over next 12 months .............................................................53% .................. 56% .................. 62%

    Average number of initiatives working on now .......................................................................................... 15 ..................... 14 ...................... 10

    Average number of initiatives planning to begin working on within 12 months ........................................6 ....................... 7 ........................ 9

    MostEffective, TECH

    Most Effective vs. Least Effective Technology Marketers Total

    Sample, TECHLeast

    Effective, TECH

    30

    COMPARISON CHART

    2015 B2B Technology TrendsNorth America: Content Marketing Institute/MarketingProfs

    Chart term definitions: A best-in-class content marketer (aka most effective) is one who rates his or her organization a 4 or 5 in terms of effectiveness on a scale of 1 to 5, with 5 being Very Effective

    and 1 being Not at all Effective. Those who rate themselves 1 or 2 are the least effective. The numbers under total sample represent total manufacturing respondents.

    SPONSORED BY:

  • Considers organization to be effective at content marketing ...................................................................59% .................. 27% ................... 6%

    Content marketing strategy very closely guides efforts ........................................................................... 57% ................. 21% ................... N/A

    Content marketing strategy somewhat guides efforts ..............................................................................40% .................. 66% ................... N/A

    Has a dedicated content marketing group ................................................................................................71% .................. 43% .................. 17%

    Is successful at tracking ROI .......................................................................................................................40% .................. 19% ................... 6%

    Average number of tactics used .................................................................................................................. 15 ..................... 14 ...................... 13

    Average number of social platforms used ....................................................................................................7 ....................... 6 ........................ 6

    Average number of paid advertising methods used to promote/distribute content..................................4 ....................... 3 ........................ 3

    Publishes new content daily or multiple times per week ........................................................................ 60% ................. 38% .................. 19%

    Percentage of total budget allocated to content marketing .....................................................................32% .................. 24% .................. 15%

    Plan to increase content marketing spend over next 12 months .............................................................59% .................. 57% .................. 54%

    Average number of initiatives working on now .......................................................................................... 16 ..................... 14 ....................... 9

    Average number of initiatives planning to begin working on within 12 months .........................................6 ....................... 8 ........................ 9

    DocumentedStrategy

    Technology Marketers: Documented vs. Verbal or No Content Marketing Strategy Verbal

    StrategyNo

    Strategy

    31

    COMPARISON CHART

    2015 B2B Technology TrendsNorth America: Content Marketing Institute/MarketingProfs

    SPONSORED BY:

  • DEMOGRAPHICS

    B2B Technology Content Marketing: 2015 Benchmarks, Budgets, and Trends North America was produced by Content Marketing Institute and sponsored

    by International Data Group (IDG).

    The fifth annual content marketing survey, from which the results of this report were generated, was mailed electronically to a sample of marketers

    using lists from Content Marketing Institute, MarketingProfs, Brightcove, Blackbaud, the Business Marketing Association (BMA), EnVeritas Group (EVG),

    The Association for Data-driven Marketing & Advertising (ADMA), the Direct Marketing Association UK (DMA), Industry Week, New Equipment Digest, WTWH

    Media, and Corporate Financial Group. A total of 5,167 recipients from around the globerepresenting a full range of industries, functional areas, and

    company sizesresponded throughout July and August 2014.

    This report presents the findings from the 420

    respondents who said they were B2B technology

    marketers in North America.

    Sections of this report compare the technology

    respondents with the overall sample of 1,820 B2B

    marketers from North America, whose responses

    were previously reported on in the Content Marketing

    Institute/MarketingProfs study, B2B Content Marketing:

    2015 Benchmarks, Budgets, and TrendsNorth America.

    Additional reports based on the annual survey are

    available at www.contentmarketinginstitute.com/

    research. Special thanks to MarketingProfs for their

    assistance with the annual survey and the B2B North

    America and B2C North America reports.

    B2B TechnologyJob Title/Function

    Size of B2B Technology Company(by Employees)

    25%

    52%

    14%

    12%

    29%

    39%

    6%

    8%

    6%8%

    Marketing/Advertising/ Communications/PR Management Content Creation/Management Marketing Administration/Support Corporate Management/Owner General Management (GM/VP) Other

    Large (1,000+ Employees) Midsize (100-999 Employees) Small (10-99 Employees) Micro (Fewer than 10 Employees)

    32

    SPONSORED BY:

  • 33

    ABOUT

    About Content Marketing InstituteContent Marketing Institute (CMI) is the leading global content marketing education and training organization. CMI teaches enterprise brands how to attract and retain customers

    through compelling, multi-channel storytelling. CMIs Content Marketing World event, the largest content marketing-focused event, is held every September, and Content Marketing

    World Sydney, every March. CMI also produces the quarterly magazine Chief Content Officer, and provides strategic consulting and content marketing research for some of the best-known

    brands in the world. CMI is a 2012, 2013, and 2014 Inc. 500 company. View all CMI research at www.contentmarketinginstitute.com/research. Learn how to create a documented content marketing strategy, a key component for improving overall content marketing effectiveness.

    About International Data Group (IDG)

    International Data Group (IDG) is the worlds leading technology media, events, and research company reaching an

    audience of more than 280 million technology buyers in 97 countries.

    IDG Communications, a subsidiary of IDG, is the largest global technology media, data, and services company delivering personalized and contextual-based experiences for the most powerful technology buyers. IDGs media network features 460

    websites, 200 mobile sites and apps, 179 print titles, and more than 700 conferences and events.

    International Data Corporation (IDC), a subsidiary of IDG, has more than 1,000 analysts who provide global, regional, and

    local expertise on technology and industry opportunities and trends in more than 110 countries.

    To learn more aboutcontent marketing for

    technology marketers, attend a full-day Industry Lab

    at Content Marketing World on September 11, 2015.

    SPONSORED BY:


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