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Percentage of B2B Respondents Using Content Marketing
9%
do not use content marketing
91% use content marketing
2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs SponSored by
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B2B marketers use an average of 12 content marketing tactics. Average Number of Tactics B2B Marketers Use
11%
20+ Tactics
14%
16-19 Tactics 13-15 Tactics
19%
10-12 Tactics
20% 28%
5-9 Tactics
7%
1-4 Tactics
0
10
Average: 12 20
30
40
2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
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20
0
5 31% % 29 28% 26% 27% 26% 25% 24% 11% 20% Games/Gamification
Annual Reports
Print Newsletters
Digital Magazines
44% 40% % % 38 38
Mobile Apps
59%
Licensed/Syndicated Content
69%
Podcasts
78% 77%
Virtual Conferences
33% 32%
Books
Print Magazines
eBooks
Mobile Content
Branded Content Tools
Infographics
Microsites
40
Research Reports
61%
Webinars/Webcasts
60
White Papers
71% 70% 70%
In-person Events
Articles on Other Websites
Videos
Case Studies
Blogs
80
eNewsletters
87%
Articles on Your Website
Social Media – Other than Blogs
100
B2B Content Marketing Usage (by Tactic)
83%
2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
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The use of certain B2B content marketing tactics has risen greatly.
2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
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Confidence Gap
Effectiveness Ratings of Tactics Among B2B Users Believe It’s Effective
67% 64% 61% 59% 58% 58% 57% 57% 55%
Believe It’s Less Effective
In-person Events Case Studies Webinars/Webcasts
53% 50% 50%
Blogs Videos eNewsletters Research Reports White Papers eBooks Articles on Your Website Articles on Other Websites Microsites
33% 36% 39% 41% 42% 42% 43% 43% 45% 47%
50% 50%
100 90 80 70 60 50 40 30 20 10 10 20 30 40 50 60 70 80 90 100
2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs SponSored by
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More B2B marketers are using social media to distribute content. Percentage of B2B Marketers Using Social Media to Distribute Content 87% 74% 2012 0
10
20
30
40
50
60
70
2011 80
90
2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
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B2B 83%
LinkedIn Twitter Facebook YouTube
39%
Google+
13%
N/A
71% 80% 74% 80% 70% 61% 56%
26%
23% 20% 12% Vimeo
SlideShare
N/A
N/A N/A N/A N/A N/A
0
10% Flickr 10% 10% StumbleUpon 8% Foursquare 7% Instagram 7% Tumblr
20
2011
2012
6% Quora 40
60
80
100
2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs SponSored by
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More B2B marketers are using content marketing to achieve organizational goals. Organizational Goals for B2B Content Marketing 79% Customer Acquisition 74% Lead Generation 71% Customer Retention/Loyalty 64% Thought Leadership 64% Engagement 63% Website Traffic 60% Lead Management/Nurturing 45% Sales 43% Brand Awareness
0
10 20 30
40 50 60 70 80 90 100
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Measurement Criteria for B2B Content Marketing Success 60% Sales Lead Quality 51% Social Media Sharing 45% Sales Lead Quantity 43% Direct Sales 41% Web Traffic
Qualitative Feedback from Customers SEO Ranking
41%
Time Spent on Website Inbound Links
35%
41%
39%
Benchmark Lift of Company Awareness 26% Increased Customer Loyalty
24%
Benchmark Lift of Product/Service Awareness
13% Cost Savings 5%
22%
Cross-selling
0
10 20 30
40 50 60 70 80 90 100
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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) Unsure
10%
Decrease
2%
Remain the Same
34%
Significantly Increase
9%
Increase
45%
2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
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33% of B2B marketing budgets are now allocated to content marketing. Total Marketing Budget Spent on B2B Content Marketing Micro (Fewer Than 10 Employees)
34% Small (10-99 Employees) 31% 26% Midsize (100-999 Employees) 22% 23% Large (1000+ Employees) 24% 20% Overall 33% 26% 0
10
20
30
40
42%
2012 2011 50
60
2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
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More companies are creating B2B marketing content in-house. Insourcing vs. Outsourcing of B2B Content Creation In-House Only Outsourced Only
4%
56%
38%
1% 43%
Both
58% 2012 2011
0
10
20
30
40
50
60
70
2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
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On average, 44% of companies outsource B2B content creation. Percentage of Companies that Outsource B2B Content Creation Micro (Fewer Than 10 Employees)
33%
53% 42%
Small (10-99 Employees)
53%
Midsize (100-999 Employees) Large (1000+ Employees)
44%
Average
0
10
20
30
40
50
60% 62% 65%
74%
58% 60
2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
70
80
2012 2011
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Nearly all B2B marketers segment their content. How B2B Organizations Tailor Content 59% 57%
Profile of Individual Decision Makers
52% 51%
Company Characteristics Stage in the Buying Cycle Personalized Content Preferences N/A None
0
42% 39% 23%
20
30
2012 2011
8% 12% 10
40
50
60
70
80
2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
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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 52% Producing a Variety of Content Lack of Budget
39%
45%
33% Lack of Knowledge, Training, and Resources 26% Lack of Integration Across Marketing 25% Lack of Buy-in/Vision 22% Finding Trained Content Marketing Professionals 14% Inability to Measure Content Effectiveness
0
10 20 30
40 50 60 70 80 90 100
2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs SponSored by
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Biggest B2B Content Marketing Challenge Producing Enough Content
20%
29% 18% 41%
Producing the Kind of Content that Engages Lack of Budget 14%
18% Lack of Buy-in/Vision 7% 12% Lack of Knowledge, Training, and Resources N/A
6%
Producing a Variety of Content 5%
7%
Inability to Measure Content Effectiveness N/A Lack of Integration Across Marketing N/A
5%
4%
Finding Trained Content Marketing Professionals N/A
10
20
30
40
2% 2011
2012 0
50
60
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How B2B Marketers Rate the Effectiveness of Their Organization’s Use of Content Marketing
6% 30%
5 4 3
Very Effective
45% 15%
2 1
Not At All Effective 0
10 20 30
2%
40 50 60 70 80 90 100
2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs SponSored by
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Comparison of Most Effective B2B Content Marketers with Least Effective B2B Content Marketers Most Effective
Overall/Average
Least Effective
Percentage of marketing budget allocated to content marketing
46%
33%
16%
Average number of tactics used
14
12
8
6
5
3
Percentage that plans to increase content marketing spend next year
54%
54%
53%
Tailor content to profile of decision maker
71%
59%
41%
Challenged with producing engaging content
39%
52%
70%
Challenged with lack of buy-in/vision from higher-ups
12%
22%
14%
Average number of social platforms used
2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
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B2B Industry Classification
Size of B2B Company (by Employees)
B2B Job Title/Function
Large
(1000+ Employees)
Other
Banking/Accounting/ Financial
22%
3%
Advertising/ Marketing
25%
4%
e
5%
(100-999 Employees)
17%
Consulting
Healthcare/Medical/ Pharmaceutical Business Services (Other)
Midsize
5%
12%
Manufacturing
6%
Publishing/ Media Internet/Online Services 5%
6%
12%
Small
Corporate Management/Owner
31%
Micro
(Fewer than 10 Employees)
39%
Advertising/Marketing Communications/PR
Content Creation/Management
7%
37%
(10-99 Employees)
28%
Consultant
6%
Other
3%
Website/Technology Programmer
1%
General Management
Sales Administration/ Support
5%
Marketing Administration/ Support
Sales/Business Management
6%
5%
1%
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