Founder & Executive Director Content Marketing Institute. Chief Content Officer MarketingProfs. SponSored by

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2 Founder & Executive Director Content Marketing Institute Chief Content Officer MarketingProfs 2

3 Percentage of B2B Respondents Using Content Marketing 9% do not use content marketing 91% use content marketing 3

4 B2B marketers use an average of 12 content marketing tactics. 20+ Tactics Tactics Tactics Tactics 5-9 Tactics Average Number of Tactics B2B Marketers Use 11% 14% 19% 20% 28% 1-4 Tactics 7% Average:

5 87 % 83 % 100 B2B Content Marketing Usage (by Tactic) % 77 % 71 % 70 % 70 % 69 % % 59 % 44 % 40 % 38 % 38 % Social Media Other than Blogs Articles on Your Website enewsletters Blogs Case Studies Videos Articles on Other Websites In-person Events White Papers Webinars/Webcasts Research Reports Microsites Infographics Branded Content Tools Mobile Content 33 % 32 % 31 % 29 % 28 % 27 % 26 % ebooks Print Magazines Books Virtual Conferences Podcasts Licensed/Syndicated Content 26 % 25 % 24 % 20% 11% Mobile Apps Digital Magazines Print Newsletters Annual Reports Games/Gamification 5

6 The use of certain B2B content marketing tactics has risen greatly. 6

7 Confidence Gap Effectiveness Ratings of Tactics Among B2B Users Believe It s Effective Believe It s Less Effective 67% In-person Events 33% 64% 61% 59% 58% 58% 57% 57% 55% 53% Case Studies Webinars/Webcasts Blogs Videos enewsletters Research Reports White Papers ebooks Articles on Your Website 36% 39% 41% 42% 42% 43% 43% 45% 47% 50% 50% Articles on Other Websites Microsites 50% 50%

8 More B2B marketers are using social media to distribute content. Percentage of B2B Marketers Using Social Media to Distribute Content 74% 87%

9 B2B LinkedIn Twitter Facebook YouTube Google+ Pinterest 13% SlideShare 23% 20% 12% 10% 10% 10% 8% 7% 7% 6% 39% 26% Vimeo Flickr StumbleUpon Foursquare Instagram Tumblr Quora 83% 71% 80% 74% 80% 70% 61% 56%

10 More B2B marketers are using content marketing to achieve organizational goals. Organizational Goals for B2B Content Marketing Brand Awareness Customer Acquisition Lead Generation Customer Retention/Loyalty Thought Leadership Engagement Website Traffic 79% 74% 71% 64% 64% 63% 60% 45% 43% Lead Management/Nurturing Sales

11 Measurement Criteria for B2B Content Marketing Success Web Traffic Sales Lead Quality Social Media Sharing Sales Lead Quantity Direct Sales 60% 51% 45% 43% 41% Qualitative Feedback from Customers SEO Ranking 41% Time Spent on Website Inbound Links 35% 13% 5% 39% Benchmark Lift of Company Awareness Increased Customer Loyalty Cross-selling Cost Savings 24% 41% 26% Benchmark Lift of Product/Service Awareness % 11

12 More than half of B2B marketers plan to increase their content marketing budget over the next 12 months. B2B Content Marketing Spending (Over Next 12 Months) Decrease 2% 34% Unsure 10% Remain the Same Significantly Increase 9% Increase 45% 12

13 33% of B2B marketing budgets are now allocated to content marketing. Total Marketing Budget Spent on B2B Content Marketing Micro (Fewer Than 10 Employees) Small (10-99 Employees) Midsize ( Employees) Large (1000+ Employees) Overall 34% 31% 26% 22% 23% 24% 20% 26% 33% 42%

14 More companies are creating B2B marketing content in-house. Insourcing vs. Outsourcing of B2B Content Creation In-House Only Outsourced Only Both 4% 1% 38% 43% 56% 58%

15 On average, 44% of companies outsource B2B content creation. Percentage of Companies that Outsource B2B Content Creation Micro (Fewer Than 10 Employees) Small (10-99 Employees) Midsize ( Employees) Large (1000+ Employees) Average 33% 42% 44% 53% 60% 53% 62% 65% 58% 74%

16 Nearly all B2B marketers segment their content. How B2B Organizations Tailor Content Profile of Individual Decision Makers Company Characteristics Stage in the Buying Cycle Personalized Content Preferences None 8% 12% 42% 39% 23% 52% 51% 59% 57%

17 Producing enough content is now the #1 challenge faced by B2B content marketers. Challenges that B2B Content Marketers Face Producing Enough Content 64% Producing the Kind of Content that Engages Producing a Variety of Content Lack of Budget Lack of Buy-in/Vision 39% 22% 45% Inability to Measure Content Effectiveness Lack of Knowledge, Training, and Resources Lack of Integration Across Marketing 52% 33% 26% 25% Finding Trained Content Marketing Professionals % 17

18 Biggest B2B Content Marketing Challenge Producing Enough Content 20% 14% 18% 12% 7% 29% Producing the Kind of Content that Engages Lack of Budget Lack of Buy-in/Vision Lack of Knowledge, Training, and Resources Producing a Variety of Content 7% 5% Inability to Measure Content Effectiveness Lack of Integration Across Marketing 4% 18% 41% 6% 5% Finding Trained Content Marketing Professionals 2%

19 How B2B Marketers Rate the Effectiveness of Their Organization s Use of Content Marketing Very Effective 6% 30% 45% 15% Not At All Effective 2%

20 Comparison of Most Effective B2B Content Marketers with Least Effective B2B Content Marketers Percentage of marketing budget allocated to content marketing Average number of tactics used Average number of social platforms used Percentage that plans to increase content marketing spend next year Tailor content to profile of decision maker Challenged with producing engaging content Challenged with lack of buy-in/vision from higher-ups Most Effective Overall/Average Least Effective 46% 33% 16% % 54% 53% 71% 59% 41% 39% 52% 70% 12% 22% 14% 20

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22 B2B Industry Classification Size of B2B Company (by Employees) B2B Job Title/Function Banking/Accounting/ Financial 3% Healthcare/Medical/ Pharmaceutical 4% Business Services (Other) 5% Publishing/ Media 5% Other 22% Internet/Online Services 6% Manufacturing 6% Advertising/ Marketing 25% Consulting e 12% 12% Midsize ( Employees) Large (1000+ Employees) 17% 5% Small (10-99 Employees) 28% Micro (Fewer than 10 Employees) 39% Website/Technology Programmer 1% Advertising/Marketing Communications/PR 37% Other 3% Sales Administration/ Support 1% Corporate Management/Owner 31% General Management 5% Content Creation/Management 7% Consultant 6% Sales/Business Management 5% Marketing Administration/ Support 6% 22 SPONSORED BY

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