B2B Enterprise Content Marketing - Content Marketing Institute [PDF]

B2B Enterprise Content Marketing: 2013 Benchmarks, Budgets, and Trends – North America

FOREWORD Hello Enterprise Marketers! Welcome to B2B Enterprise Content Marketing: 2013 Benchmarks, Budgets, and Trends—North America. When we recently surveyed 1,416 business-to-business (B2B) marketers from North America, we found that B2B enterprise marketers, when compared with the entire sample:  Use more content marketing tactics  Outsource content creation more often  Are more often challenged with lack of integration across marketing. There also are similarities. No matter what size their company:  Approximately half of all B2B marketers plan to increase their content marketing budgets over the next 12 months  Nearly all marketers segment their content in at least one way  Just over 30% rate their organizations as effective at content marketing. Despite the struggle with effectiveness, marketers from companies of all sizes appear to believe that continued investment in content marketing will pay off: Approximately half of those who rate their organizations as least effective are planning to increase their content marketing spend by nearly as much as their more successful peers are. In this report, we take a closer look at how B2B enterprise marketers approach content marketing when compared with their B2B peers overall.* We think you’ll find the results interesting. On with the content marketing revolution…

Joe Pulizzi

Founder Content Marketing Institute *See page 19 for study demographics.

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OVERVIEW

95% of B2B enterprise marketers use content marketing. Percentage of B2B Enterprise Marketers Using Content Marketing

5%

do not use content marketing

95% use content marketing

2013 B2B Enterprise Content Marketing Trends—North America: Content Marketing Institute/Marketo

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CONTENT MARKETING BY TACTIC

B2B enterprise marketers use an average of 16 content marketing tactics. Number of Tactics B2B Enterprise Marketers Use 21%

20+ Tactics

10-12 Tactics

12%

5-9 Tactics

11%

0

1%

Average: 16 10

20

30


4

tactics than their B2B peers overall, who use an average of 12.

22%

13-15 Tactics

1-4 Tactics

 B2B enterprise marketers use more

27%

16-19 Tactics

40

CONTENT MARKETING BY TACTIC

Content Marketing Usage Among B2B Enterprise Marketers the most, whereas their B2B peers overall use social media (other than blogs) the most (87%).

70%69%

64%

 B2B enterprise marketers use all of

60%

Annual Reports

Print Magazines

Mobile Apps

Mobile Content

Infographics

Branded Content Tools

Research Reports

Microsites

Blogs

Articles on Other Websites

White Papers

Webinars/Webcasts

Case Studies

eNewsletters

Social Media—Other than Blogs

In-person Events

0

Videos

20

Articles on Your Website

40

42% 42% 41%

38%

35%


5

33% % 31 17%

Digital Magazines

44%

Podcasts

47% 46%

these tactics more often than their B2B peers overall do.

Virtual Conferences

51%49%

Licensed/Syndicated Content

60

Games/Gamification

73%

 B2B enterprise marketers use videos

Books

87% 86% 85%84% 82% 79% 78% 78%

eBooks

80

(by Tactic)

Print Newsletters

100

TACTIC EFFECTIVENESS

Confidence Gap

Effectiveness Ratings of Tactics Among B2B Enterprise Marketers Believe It’s Effective

71%

In-person Events

70% 69% 65% 63% 60%

Case Studies Research Reports

Believe It’s Less Effective

29% 30% 31%

35% White Papers 37% Videos 40% 41% 59% Branded Content Tools Microsites 45% 55% 52% Licensed/Syndicated Content 48% 50% 50% eNewsletters Webinars/Webcasts

 Like their B2B peers overall (67%), B2B

enterprise marketers consider in-person events to be the most effective content marketing tactic.

100 90 80 70 60 50 40 30 20 10 10 20 30 40 50 60 70 80 90 100 2013 B2B Enterprise Content Marketing Trends—North America: Content Marketing Institute/Marketo

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SOCIAL MEDIA USAGE

Percentage of B2B Enterprise Marketers Who Use Various Social Media Platforms to Distribute Content 80%

Facebook Twitter

76%

YouTube

74%

Google+

 B2B enterprise marketers use an

71%

LinkedIn

average of four social media platforms, whereas their B2B peers overall use an average of five.

20%

SlideShare 16% Pinterest 12%

 B2B enterprise marketers use

6% Flickr

4% Instagram 4% StumbleUpon 4% Vimeo 2% Foursquare 2% Quora 1% Tumblr 7% Other 0

20

40

60

80

100


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Facebook as often as their B2B peers overall do; however, they use Twitter (76% vs. 80%) and LinkedIn (71% vs. 83%) less often, and they use YouTube (74% vs. 61%) more often.

ORGANIZATIONAL GOALS

B2B enterprise marketers cite brand awareness as their top goal for content marketing. Organizational Goals for Content Marketing (B2B Enterprise Companies)

84% Lead Generation 73% Customer Acquisition 69% Customer Retention/Loyalty 69% Engagement 68% Thought Leadership 68% Website Traffic 58% Lead Management/Nurturing 52% Sales 45% Brand Awareness

0

10 20 30

40 50 60 70 80 90 100


8

 Brand awareness is the top goal for

B2B enterprise marketers and their B2B peers overall.

 B2B enterprise marketers (52%) put

more emphasis on lead management/ nurturing than their B2B peers overall (45%) do; however, most of the other goals cited here are similar for both groups.

MEASUREMENT CRITERIA

B2B enterprise marketers most often use website traffic to measure content marketing success. Measurement Criteria for Content Marketing Success (B2B Enterprise Companies) 64% Sales Lead Quality 51% Sales Lead Quantity 48% Direct Sales 41% Time Spent on Website 39% Website Traffic

 Like their B2B peers overall (60%),

Qualitative Feedback from Customers 36% SEO Ranking

34%

Social Media Sharing Inbound Links 30%

33%

Benchmark Lift of Company Awareness

23%

Benchmark Lift of Product/Service Awareness 23% Increased Customer Loyalty 21%

15% Cost Savings 7% Cross-selling

0

9

10 20 30

40 50 60 70 80 90 100


B2B enterprise marketers most often use website traffic to measure content marketing success.

BUDGET

46% of B2B enterprise marketers plan to increase their content marketing budget over the next 12 months. Content Marketing Spending Among B2B Enterprise Marketers (Over Next 12 Months)

Decrease

6%

Unsure

11%

 Fewer B2B enterprise marketers

Increase Remain the Same

37%

40%

Significantly Increase

6%


10

(46%) plan to increase their content marketing budgets, when compared with their B2B peers overall (54%).

BUDGET

On average, B2B enterprise marketers allocate 24% of their budget to content marketing.

Percentage of Marketing Budget Spent on B2B Content Marketing Enterprise (1,000+ Employees) Midsize (100-999 Employees) Small (10-99 Employees)

22% 31% 42% 33%

Overall

0

24%

Micro (Fewer than 10 Employees)

10

20

30

40

50


11

 B2B enterprise marketers who rate

60

their companies as most effective at content marketing allocate more budget (33%) to content marketing than the average B2B enterprise marketer (24%); those who rate their companies as least effective allocate just 16%.

INSOURCING VS. OUTSOURCING

65% of B2B enterprise marketers outsource content creation. Insourcing vs. Outsourcing of Content Creation (B2B Enterprise Companies)

Outsourced Only

 B2B enterprise marketers (65%)

35%

In-House Only

0% 65%

Both

0

10

20

30

40

50

60


12

70

outsource content creation more frequently than their B2B peers overall (43%) do.

SEGMENTATION

Nearly all B2B enterprise marketers segment their content. How B2B Enterprise Marketers Tailor Content 57%

Profile of Individual Decision Makers Company Characteristics

51%

Stage in the Buying Cycle

50%

Personalized Content Preferences

0

None

8%

Other

8% 10

20

30

 92% of B2B enterprise marketers

tailor their content in at least one way, compared with 91% of their B2B peers overall.

19%

40

50

60

70


13

80

CONTENT MARKETING CHALLENGES

Producing the kind of content that engages is the top challenge faced by B2B enterprise marketers. Challenges that B2B Enterprise Content Marketers Face Producing the Kind of Content that Engages 58%

58% Producing Enough Content 53% Lack of Budget 48% Producing a Variety of Content 45% Lack of Integration Across Marketing

Inability to Measure Content Effectiveness 42% Lack of Buy-in/Vision

38%

38% Finding Trained Content Marketing Professionals 22% Lack of Knowledge, Training, and Resources

0

10 20 30

40 50 60 70 80 90 100


14

 B2B enterprise marketers (53%)

are less challenged with producing enough content than their B2B peers overall (64%) are; however, they are more challenged in nearly all other areas shown here, especially with lack of integration across marketing (58% vs. 25%).

CONTENT MARKETING CHALLENGES

Biggest Content Marketing Challenge for B2B Enterprise Marketers Producing the Kind of Content that Engages 20% Producing Enough Content 17% Lack of Integration Across Marketing

12% Lack of Buy-in/Vision 9%

13%

Lack of Budget

Lack of Knowledge, Training, and Resources 8%

Inability to Measure Content Effectiveness 6% Producing a Variety of Content 6%

Finding Trained Content Marketing Professionals 0

10 20 30

40 50 60 70 80 90 100


15

3%

 Producing the kind of content that

engages is the biggest challenge for B2B enterprise marketers (20%), whereas producing enough content is the biggest challenge for their B2B peers overall (29%).

 Three-times more B2B enterprise

marketers (13%) say lack of integration across marketing is their biggest challenge, when compared with their B2B peers overall (4%).

OVERALL EFFECTIVENESS

Just 32% of B2B enterprise marketers believe they are effective at content marketing. How B2B Enterprise Marketers Rate the Effectiveness of Their Organization’s Use of Content Marketing

4% 28%

5 4 3

Very Effective

 B2B enterprise marketers and

51% 13%

2 1

Not At All Effective 0

10 20 30

2%

40 50 60 70 80 90 100


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their B2B peers overall rate their organizations fairly similar in terms of content marketing effectiveness.


Profile of a best-in-class B2B enterprise marketer. Comparison of Most Effective B2B Enterprise Content Marketers with Least Effective B2B Enterprise Content Marketers Most Effective

Overall/Average

Least Effective

Percentage of marketing budget allocated to content marketing

33%

24%

16%

Average number of tactics used

17

16

12

4

4

3

Plan to increase content marketing spend over the next year

47%

46%

47%

Tailor content to profile of decision maker

71%

57%

25%

Challenged with producing engaging content

44%

58%

78%

Challenged with producing enough content

52%

53%

72%

Average number of social platforms used


17


Profile of a best-in-class B2B enterprise content marketer. The most effective B2B enterprise marketers:  Allocate a greater percentage of their marketing budget to content marketing  Use more content marketing tactics  Tailor content to specific profiles/personas much more frequently  Are far less challenged with producing engaging content

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DEMOGRAPHICS

B2B Enterprise Content Marketing: 2013 Benchmarks, Budgets, and Trends—North America was produced by Content Marketing Institute and sponsored by Marketo. This report is based on the responses of 216 enterprise (1,000+ employees) marketers who were part of a larger business-to-business (B2B) North America (United States and Canada) survey, from which the overall comparisons in this report were drawn (for more information, see B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends—North America). The electronic survey was mailed to a sample of B2B marketers from among subscribers of MarketingProfs and Content Marketing Institute in August 2012. A total of 1,416 B2B marketers from North America responded, representing a full range of industries (advertising/marketing, software, consulting, manufacturing, healthcare, finance, and others), functional areas, and company sizes. Special thanks to MarketingProfs for their participation in the overall B2B comparisons used in this report.

Industry Classification, B2B Enterprise Other

23% Publishing/ Media Insurance

4% 4% 4%

Job Title/Function, B2B Enterprise

Size of Company, B2B Enterprise

Manufacturing

(by Employees)

16%

Healthcare/Medical/ 5% 6% 6% 7% Pharmaceutical Computer & Peripheral Advertising/ Equipment Marketing Banking/ Accounting/Financial

Telecommunications

4%

2%

Other

6%

1,000-4,999

46%

10,000 or more

Content Creation/Management

39%

5,000-9,999

15%


19

2%

General Management

16%

Business Services (Other)

Sales/Business Management

Sales Administration/Support

5%

Software Design/ Development/Distribution

9%

Consulting Corporate Management/Owner 2%

9%

Marketing/Advertising/ Communications/PR

Marketing Administration/Support

9%

62%

About the Content Marketing Institute: The Content Marketing Institute (CMI) is the leading global View additional content marketing content marketing education and training organization. CMI research at the CMI website. For more insights on content marketing in the teaches enterprise brands how to attract and retain customers software industry, register for the through compelling, multi-channel storytelling. CMI’s Content Content Marketing World Tech Summit being held September 12, 2013 in Cleveland. Marketing World event is the largest content marketing-focused event. 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. Get more content marketing resources at ContentMarketingInstitute.com. CMI is a division of Z Squared Media, a 2012 Inc. 500 company. About Marketo: Marketing Software. Easy, Powerful, Complete. Marketo® uniquely provides an easy-to-use, powerful, and complete marketing software platform that propels fast-growing small companies and global enterprises alike. Marketo marketing automation and sales effectiveness software streamlines marketing processes, delivers more campaigns, generates more win-ready leads, and improves sales performance. With proven technology, comprehensive services, and expert guidance, Marketo helps thousands of companies around the world turn marketing from a cost center into a revenue driver. Learn how Marketo’s enterprise-ready marketing software helps companies worldwide prove and improve the ROI of their marketing efforts. Marketo and the Marketo logo are trademarks of Marketo, Inc. All other trademarks are the property of their respective owners.

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