B2BMarketing Research 2014

CONTENT MARKETING
SPONSORED BY
B2B
Benchmarks, Budgets,
and TrendsNorth America
2014
VIEW & SHARE
2
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OVERVIEW: THE STATE OF B2B CONTENT MARKETING IN NORTH AMERICA
Greetings Content Marketers,
We have good news to report! B2B content marketers in North America are making strides: 42% consider
themselves efective, up from 36% last year.
Moreover, we also can begin to understand why marketers are feeling more confdent: For the frst time, we
asked marketers whether they have a documented content strategy (44% do) and a person who oversees
content marketing strategy (73% do). Our fndings tell us that there are distinct diferences between those who
have a strategy and those who do not. Marketers who do are not only more efective but also less challenged
with every aspect of content marketing.
Even though weve made great strides, the industry is clearly still in the early adoption phase. However, some
marketers are seeing substantial success. Read on to fnd out what a best-in-class content marketer does
diferently and delve into many other fndings as well.
On with the content marketing revolution!
Ann Handley
Chief Content Oficer
MarketingProfs
Joe Pulizzi
Founder
Content Marketing Institute
3
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Percentage of B2B Marketers
Using Content Marketing
93%
use content
marketing
7%
do not
use content
marketing
2014 B2B Content Marketing TrendsNorth America: Content Marketing Institute/MarketingProfs
93% of B2B marketers use content marketing.
USAGE
Last year, 91% of B2B marketers
said they used content marketing.
4
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42% of B2B marketers say they are efective
at content marketing.
Last year, 36% of B2B marketers said
they were efective at content
marketing.
OVERALL EFFECTIVENESS
How B2B Marketers Rate the
Eectiveness of Their Organizations
Use of Content Marketing
9%
33%
41%
14%
2%
Very Eective
Not At All Eective
10 0 20 30 40 50 60 70 80 90 100
5
4
3
2
1
5
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Profle of a best-in-class B2B content marketer.
OVERALL EFFECTIVENESS
Comparison of Most Eective B2B Content Marketers
with Least Eective B2B Content Marketers
Has a documented content strategy
Has someone who oversees
content marketing strategy
Average number of tactics used
Average number of
social media platforms used
Percent of marketing budget
spent on content marketing
Challenged with producing
engaging content
Most Eective Overall/Average Least Eective
66% 44% 11%
86% 73% 46%
15 13 10
7 6 4
39% 30% 16%
35% 47% 61%
Most Eective = Respondents who rated their organizations use of content marketing as 4 or 5 in terms
of eectiveness (on a scale of 1 to 5, with 5 being Very Eective)
Least Eective = Respondents who rated their organizations use of content marketing as 1 or 2 in terms
of eectiveness (on a scale of 1 to 5, with 1 being Not At All Eective)
6
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44% of B2B marketers have a documented
content strategy.
B2B marketers who have a documented
content strategy are far more likely to
consider themselves efective (66% vs. 11%).
48% of smaller B2B organizations (10-99
employees) have a documented content
strategy, compared with 41% of large
organizations (1,000+ employees).
STRATEGY
Percentage of B2B Marketers Who
Have a Documented Content Strategy
44%
Yes
49%
No
6%
Unsure
7
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73% of B2B organizations have someone in place
to oversee content marketing strategy.
The majority of the most efective B2B
marketers (86%) have someone who
oversees content marketing strategy;
however, only 46% of less efective
marketers do.
Small companies (10-99 employees) are
more likely than large companies (1,000+
employees) to have someone who oversees
content marketing strategy (78% vs. 58%).
STRATEGY
Percentage of B2B Marketers
with Someone Who Oversees
Content Marketing Strategy
73%
Yes
22%
No
5%
Unsure
8
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73% of B2B content marketers are producing more
content than they did one year ago.
78% of the most efective B2B marketers
are creating more content than they did
one year ago, compared with 57% of
their least efective peers.
B2B marketers who have a documented
content strategy are creating more
content than they did one year ago,
compared with those who do not have
a documented strategy (80% vs. 66%).
CONTENT VOLUME
Change in Amount of
B2B Content Creation
(Over Last 12 Months)
32%
Significantly
More
41%
More
20%
Same Amount
5%
Less
2%
Unsure
9
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B2B marketers use an average of 13 content
marketing tactics.
Tactic usage has
remained relatively
consistent when
compared with last year.
Infographics has seen
the largest year-over-
year increase in usage.
Last year, 38% of B2B
marketers were using
infographics, compared
with 51% this year.
TACTIC USAGE
B2B Content Marketing Usage
(by Tactic)
0
20
40
60
80
100
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%
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81
%
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%
68
%
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38
%
27
%
26
%
25
%
10
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B2B content marketers have increasing confdence
with most tactics.
For the fourth year in a row, B2B
marketers overall have rated in-person
events as the most efective tactic they use.
Best-in-class B2B marketers,
however, rate blogs as the most
efective tactic (79%), which surpasses
how they rate in-person events (76%);
only 29% of their least efective peers
rate blogs as efective.
TACTIC EFFECTIVENESS
Confidence Gap
Eectiveness Ratings of Tactics Among B2B Users
70% 30%
35%
37%
38%
41%
41%
40%
42%
43%
65%
63%
62%
60%
59%
59%
58%
57%
Believe Its Eective Believe Its Less Eective
100 90 80 70 60 50 40 30 20 10 10 20 30 40 50 60 70 80 90 100
In-person Events
Case Studies
Webinars/Webcasts
37% 63% Videos
Blogs
eNewsletters
Research Reports
White Papers
eBooks
Articles on Your Website
11
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B2B marketers are using social media more frequently
than last year.
B2B content marketers use an average
of 6 social media platforms, up from 5
last year.
B2B content marketers are using every
social media platform listed here more
ofen than they did last year.
Social media platforms that had the
biggest increase in use from last year
to this year are SlideShare, Google+,
and Instagram.
SOCIAL MEDIA USAGE
0 20 40 60 80 100
91%
85%
81%
73%
55%
34%
22%
40%
16%
15%
14%
22%
14%
LinkedIn
Twitter
Facebook
YouTube
Google+
Pinterest
SlideShare
Vimeo
Flickr
StumbleUpon
Foursquare
Instagram
Tumblr
14%
Vine
B2B
12
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Although adoption rates for social media are high,
B2B marketers are unsure of its efectiveness.
Afer LinkedIn, large companies
(1,000+ employees) consider YouTube
to be second most efective, whereas
small companies (10-99 employees)
say SlideShare and Twitter are second
most efective.
49% of small companies consider
SlideShare efective, compared with
38% of large companies.
SOCIAL MEDIA EFFECTIVENESS
Confidence Gap
Eectiveness Ratings of Social Media Platforms
Among B2B Users
62% 38%
50%
52%
55%
70%
74%
60%
77%
78%
79%
50%
48%
45%
40%
30%
26%
23%
22%
21%
Believe Its Eective Believe Its Less Eective
100 90 80 70 60 50 40 30 20 10 10 20 30 40 50 60 70 80 90 100
LinkedIn
Twitter
YouTube
SlideShare
Vimeo
Facebook
Pinterest
Vine
Google+
Instagram
13
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Brand awareness continues to be the top organizational
goal for B2B content marketing.
B2B marketers have consistently cited
brand awareness as their top goal for
the last four years.
80% of the most efective B2B content
marketers cite lead generation as a goal,
compared with 64% of their least
efective peers.
ORGANIZATIONAL GOALS
Organizational Goals for
B2B Content Marketing
82%
74%
71%
57%
68%
64%
57%
47%
45%
Brand Awareness
Lead Generation
Customer Acquisition
Customer Retention/Loyalty
Thought Leadership
Engagement
Website Traic
Sales
Lead Management/Nurturing
10 0 20 30 40 50 60 70 80 90 100
14
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B2B marketers have cited Web trafic and sales lead quality as
their top content marketing metrics for the last three years.
B2B marketers cited each of these criterion a
bit more frequently than they did last year,
with the exception of direct sales, qualitative
feedback from customers, inbound links,
and increased customer loyalty, all of which
decreased slightly. Subscriber growth was
a new option.
The least efective B2B marketers place more
importance on direct sales, citing it as their
fourth top criterion (tied with social media
sharing). The most efective marketers rank
direct sales as their eighth most important
criterion.
Over the last four years, direct sales has
consistently gone down in importance as a
measurement criterion.
MEASUREMENT
Metrics for B2B
Content Marketing Success
54%
50%
48%
39%
39%
44%
40%
34%
29%
21%
24%
14%
6%
63%
10 0 20 30 40 50 60 70 80 90 100
Web Traic
Sales Lead Quality
Social Media Sharing
Sales Lead Quantity
Direct Sales
SEO Ranking
Inbound Links
32% Subscriber Growth
Cross-selling
Cost Savings
Benchmark Lif of Company Awareness
Increased Customer Loyalty
Benchmark Lif of Product/Service Awareness
Time Spent on Website
Qualitative Feedback from Customers
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58% of B2B marketers plan to increase their content
marketing budget over the next 12 months.
More B2B marketers plan to increase
their content marketing budgets this
year, compared with last year (54%).
All B2B marketers plan to increase
content marketing spending at similar
rates, even those who rate themselves
as least efective.
More small companies (10-99 employees)
than large companies (1,000+ employees)
plan to increase their content marketing
budgets over the next 12 months
(60% vs. 52%).
BUDGET
B2B Content Marketing Spending
(Over Next 12 Months)
10%
Significantly
Increase
48%
Increase
32%
Remain the
Same
8%
Unsure
1%
Decrease
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On average, 30% of B2B marketing budgets are
allocated to content marketing.
The average amount allocated to
B2B content marketing rose from 26%
in 2012 to 33% in 2013, and has now
settled frmly in between.
The most efective B2B marketers
spend a higher percentage (39%) of
their budgets on content marketing
than their least efective peers do (16%).
BUDGET
Percent of Total Marketing Budget
Spent on B2B Content Marketing
5%
11%
15%
21%
12%
11%
2%
20%
2%
0 10 20 30
100%
75%-99%
50%-74%
25%-49%
10%-24%
5%-9%
1%-4%
0%
Unsure
Average Spent: 30%
17
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Large B2B companies outsource content creation
more frequently than small companies.
There has been no change from last
year in how much content B2B marketers
create in-house and how much they
outsource.
There are no real diferences between
how much content the most efective
and the least efective B2B marketers
outsource.
INSOURCING VS. OUTSOURCING
Insourcing vs. Outsourcing
of B2B Content Creation
In-house Only
Outsourced Only
Both
Overall/Average
Large Companies
(1,000+ Employees)
Small Companies
(10-99 Employees)
56% 28% 66%
1% 1% 1%
43% 72% 33%
18
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Writing and design are the two functions most likely to
be outsourced.
INSOURCING VS. OUTSOURCING
Functions that
B2B Marketers Outsource
64%
54%
30%
22%
13%
8%
5%
Writing
Design
Content Distribution/Syndication
Editing
Measurement/Analytics
Content Planning & Strategy
Buyer Persona Creation
10 0 20 30 40 50 60 70 80 90 100
19
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B2B marketers most ofen tailor content based
on industry trends.
Nearly all (95%) B2B marketers segment
their content in at least one way.
The most efective B2B marketers tailor
content more ofen by every category
listed here.
SEGMENTATION
How B2B Organizations Tailor Content
59%
55%
43%
0 10 20 30 40 50 60 70 80
Profile of Individual Decision Makers
65% Industry Trends
Company Characteristics
4% None
Stage in the Buying Cycle
11%
Competitors Content
21%
Personalized Content Preferences
20
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Challenges have remained fairly consistent year
over year.
Aside from lack of time, B2B marketers
consistently cite producing enough content
and producing the kind of content that
engages as their top challenges.
Challenges are fairly similar to those of years
past; however, B2B marketers are gaining
strides in their ability to produce a variety
of content.
CHALLENGES
Challenges that
B2B Content Marketers Face
69%
55%
47%
39%
38%
33%
26%
25%
25%
23%
10%
15%
Lack of Time
Producing Enough Content
Producing the Kind of Content that Engages
Lack of Budget
Producing a Variety of Content
Inability to Measure Content Eectiveness
Lack of Integration Across Marketing
Inability to Collect Information from SMEs
Lack of Knowledge and Training
Lack of Buy-in/Vision
Lack of Integration Across HR
Finding Trained Content Marketing Professionals
10 0 20 30 40 50 60 70 80 90 100
21
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Marketers at large companies face diferent challenges
than marketers at small companies.
CHALLENGES
Biggest B2B Content Marketing Challenge
(by Company Size)
Large Companies
(1,000+ Employees)
Small Companies
(10-99 Employees)
16%
15%
13%
11%
7%
5%
4%
4%
2%
1%
1%
8%
1%
9%
8%
13% 34%
5%
13%
6%
2%
3%
2%
2%
Producing the Kind of
Content that Engages
Lack of Integration
Across Marketing
Lack of Budget
Lack of Time
Lack of Buy-in/Vision
Inability to Collect Information
from SMEs
Producing Enough Content
Inability to Measure
Content Eectiveness
Lack of Knowledge and Training
Producing a Variety of Content
Finding Trained
Content Marketing Professionals
Lack of Integration Across HR
22
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B2B Content Marketing: 2014 Benchmarks, Budgets, and TrendsNorth America was produced by Content
Marketing Institute and MarketingProfs and sponsored by Brightcove.
The fourth 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, King Content, The Association for Data-driven Marketing & Advertising (ADMA), the Direct Marketing Association
UK (DMA), Industry Week, and New Equipment Digest. A total of 4,397 recipients from around the globerepresenting a full
range of industries, functional areas, and company sizesresponded throughout July and August 2013.
B2B Content Marketing: 2014 Benchmarks, Budgets, and TrendsNorth America reports on the fndings from 1,217 (out of
the total 4,397) respondents who identifed themselves as B2B marketers in North America.
B2B Industry Classification
Advertising/
Marketing
27%
Other
18%
Consulting
Sofware
Manufacturing
Internet/Online
Services
Publishing/
Media
11%
12%
10%
5%
5%
5%
4%
3%
Business
Services (Other)
Healthcare/Medical/
Pharmaceutical
Banking/Accounting/
Financial
Size of B2B Company
(by Employees)
Micro
(Fewer than
10 Employees)
30%
Small
(10-99 Employees)
31%
Midsize
(100-999
Employees)
Large
(1,000+ Employees)
22%
19%
B2B Job Title/Function
7%
6%
4%
4%
Sales/Business
Management
Consultant
Advertising/Marketing
Communications/PR
40%
Corporate
Management/Owner
25%
9%
Content
Creation/
Management
Marketing
Administration/
Support
General
Management
Other
5%
23
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About Content Marketing Institute:
Content 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, 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 Oficer, and provides
strategic consulting and content marketing research for some of the best-known brands in the world. CMI is a 2012 and
2013 Inc. 500 company. View all original CMI research at www.contentmarketinginstitute.com/research.
About MarketingProfs:
MarketingProfs (www.marketingprofs.com) is a marketing education and training company that ofers actionable
know-how designed to make you a smarter marketer. More than 600,000 MarketingProfs members rely on our free daily
publications, virtual conferences, and more to stay up-to-date on the most important trends in marketingand how to
apply them to their businesses.
About Brightcove:
Brightcove Inc. (NASDAQ: BCOV), a leading global provider of cloud services for video, ofers a family of products used
to revolutionize the way organizations deliver video experiences. The companys products include Video Cloud, the
market-leading online video platform and Zencoder, a leading cloud-based media processing service and HTML5
video player technology. Brightcove has more than 6,300 customers in over 65 countries that rely on Brightcove cloud
content services to build and operate video experiences across PCs, smartphones, tablets, and connected TVs. For more
information, visit http://www.brightcove.com.

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