Whereas most other B2B marketers (across all industry segments) cite

“brand awareness” as their top goal for content marketing,

technology marketers cite “lead generation”.

Lead

Gen

erat

ion

Bran

d Aw

aren

ess

Cust

omer

Acq

uisit

ion

Thou

ght L

eade

rshi

p

Web

site

Traf

fic

Lead

Nur

turin

g

Enga

gem

ent

Cust

omer

Loy

alty

Sale

s

B2B CONTENT MARKETINGContent Volume, Effectiveness, Metrics and Goals

For Technology MarketersB2B CONTENT MARKETING

Content Volume, Effectiveness, Metrics and Goals For Technology Marketers

Source: 2014 B2B Technology Content Marketing Trends — Budgets, Benchmarks, and Trends, North America

Tech marketers cite “website traffic” as their top metric for content marketing success.

5

4

3

2

1

Change in amount of content creation among technology

marketers in one year

Significantly More35%

More43%

Same Amount19%

Less1%

of tech marketers say THEY ARE EFFECTIVE at content marketing39%

8%

31%

1%

50%

11%

of tech marketers are producing MORE content than they did one year ago78%

How technology marketers rate the effectiveness of their

organization’s use of content marketing (1 out of 5)

Very Effective

Not At All Effective

Organizational Goals for Content Marketing (Technology Marketers)

86%82%

77%75%

66% 65%63%

58%49%

Metrics for Content Marketing Success(Technology Marketers)

69% 30%64% 33%40%40%42%54%57%63%

Website

Traffic

Sales

Lead

Quality

Sales

Lead

Quantity

Socia

l Medi

a

Sharin

gSEO

Rank

Inboun

d

Links Direc

t

SalesTim

e Spen

t

on Sit

e

Subscriber Growth

Customer Feedback

Effective

Somewhat Effective

Not Very Effective