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CONTENTMARKETING2018 Benchmarks, Budgets, and Trends—North America
TABLE OF CONTENTS3Welcome194This Year’s B2C Content Marketing TopPerformers At-A-Glance29 Goals & Metrics5Usage & Team Organization10 Commitment & Overall Success16 Content Marketing Strategy & Technologies2Content Creation & Distribution34 Budgets & Spending37Methodology & Demographics38About
WELCOMEGreetings Marketers,Welcome to B2C Content Marketing Benchmarks, Budgets, and Trends—North America. This is the companion report to the B2Bresearch we released in September 2017. The data presented in both reports was generated from our eighth annual contentmarketing survey.One of our key observations this year is that while B2C marketers reported slightly higher levels of overall content marketingsuccess compared with last year, there was a decrease among those who agreed their organization has realistic expectationsabout what content marketing can achieve.A documented content marketing strategy can help, as it sets expectations for what teams should prioritize; yet, only 38% of B2Cmarketers reported having one.Our annual research has consistently shown that those who document their content marketing strategy get better results thanthose who don’t. Another important key to success is an efficient workflow process (page 4 shows how top-performing B2Cmarketers rate their project management flow and other distinguishing characteristics that set them apart from their peers).We hope these research findings will be helpful as you consider which content marketing priorities to focus on in the year ahead.Yours in content,LisaMurton BeetsResearch DirectorContent Marketing Institute3AnnHandleyChief Content OfficerMarketingProfs
COMPARISON CHARTThis Year’s B2C Content Marketing Top PerformersAt-A-GlanceMost SuccessfulAll RespondentsLeast SuccessfulOrganization is extremely/very committed to content marketing93%60%23%Organization’s content marketing is sophisticated/mature72%36%8%Has a documented content marketing strategy59%38%18%Percentage of total marketing budget spent on content marketing (average)26%22%18%Expects organization to increase content marketing budget in the next 12 months35%37%45%Rates project management flow during content-creation process as excellent/very good56%36%11%Always/frequently delivers content consistently82%60%16%Agrees that organization has realistic expectations about what content marketingcan achieve82%55%40%Agrees that leadership team gives ample time to produce content marketing results80%56%36%Always/frequently focuses on creating content for audience versus brand84%68%43%Always/frequently prioritizes delivering content quality over content quantity87%70%46%Chart term definitions: A top performer (aka “most successful”) is one who characterizes his or her organization’s overall content marketing approach as extremely or very successful.The “least successful” characterize their organization’s approach as minimally or not at all successful.Base: B2C content marketers.2018 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs4
B2C CONTENT MARKETINGUSAGE & TEAMORGANIZATIONWhen compared with all respondents, enterprise marketers (1,000 employees) were more likely to report their organization has acentralized content marketing group (40% vs. 23%).Thirty-six percent of respondents said their organizations are in thesophisticated/mature phase of content marketing; 28% are in theadolescent phase; and 36% are in the young/first steps phase.Approximately half (49%) of B2C marketers surveyed outsource contentcreation activities (e.g., writing, design, video production).5
USAGE & TEAM ORGANIZATIONDoes your organization use content marketing?Percentage of B2C RespondentsWho Use Content MarketingNo14%Content marketing is defined as “a strategicmarketing approach focused on creatingand distributing valuable, relevant, andconsistent content to attract and retain aclearly defined audience — and, ultimately,to drive profitable customer action.”86%Base All B2C respondents.Yes2018 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs6
USAGE & TEAM ORGANIZATIONHow would you describe your organization’scontent marketing maturity level?How B2C Marketers Assess Their Organization’s Content Marketing Maturity LevelSOPHISTICATED7%Providing accuratemeasurementto the business,scaling across theorganizationMATUREADOLESCENTFinding success,yet challenged withintegration across theorganizationHave developeda business case,seeing early success,becoming moresophisticated withmeasurementand scaling29%2018 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs728%YOUNGFIRST STEPSGrowing pains,challenged withcreating a cohesivestrategy and ameasurement planDoing some aspectsof content, buthave not yet begunto make contentmarketing a process26%10%Base: B2C content marketers; aided list.
USAGE & TEAM ORGANIZATIONHow is content marketing structuredwithin your organization?B2C Content Marketing Organizational StructureCentralized content marketing groupthat works with multiple brands/productlines throughout the organizationEach brand/product/department hasits own content marketing team10%Both: a centralized group aswell as individual teamsthroughout the organization11%Small (or one-person)marketing/content marketing teamserves the entire organization2018 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs823%55%Base: B2C content marketers; aided list.
USAGE & TEAM ORGANIZATIONWhat content marketing activities does yourorganization outsource?Content Marketing Activities B2C Marketers OutsourceContent Creation(e.g., writers, designers,video production)49%26%Content Promotion/Distribution17%Content Marketing Measurement10%Content Marketing StrategyOtherDo not outsource anycontent marketing activitiesNote: More than three out of five(62%) of respondents outsourceat least one of the contentmarketing activities listed.4%38%Base: B2C content marketers.Aided list; multiple responsespermitted.2018 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfsSPONSORED BY9
B2C CONTENT MARKETINGCOMMITMENT &OVERALL SUCCESSLike last year, 60% of B2C marketers said their organizations areextremely/very committed to content marketing.When compared with last year, a higher percentage of B2C marketersreported their organization’s overall content marketing approach isextremely/very successful (28% vs. 25%) or moderately successful(50% vs. 45%). The percentage reporting minimal success decreased(19% vs. 27% last year).The percentage of B2C marketers that agreed their organization hasrealistic expectations about what content marketing can achievedecreased from 69% last year to 55% this year.10
COMMITMENT & OVERALL SUCCESSHow would you describe your organization’scommitment level to content marketing?B2C Organizations’ Commitment to Content MarketingVery Committed42%ExtremelyCommitted18%1%Not At AllCommitted31%8%Not VeryCommitted2018 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs11SomewhatCommittedBase: B2C content marketers; aided list.
COMMITMENT & OVERALL SUCCESSHow would you characterize the successof your organization’s current overallcontent marketing approach?How B2C Marketers Rate the Success of TheirOrganizations’ Overall Content Marketing ot At AllSuccessful3%19%MinimallySuccessful2018 B2C Content Marketing Trends—North America: Content Marketing : The survey defined success asachieving your organization’s desired/targeted results. This report defines theTop 2 respondents (extremely/very) as“most successful” or “top performers,”and the Bottom 2 (minimally/not at all)as “least successful.”Base B2C content marketers; aided list.
COMMITMENT & OVERALL SUCCESSHow does the success of your organization’scurrent overall content marketing approachcompare with one year ago?How B2C Marketers Rate Their Organization’sContent Marketing Success ComparedWith One Year Ago43%25%23%5%Much MoreSuccessfulSomewhatMoreSuccessfulAbout theSame asOne YearAgo2018 B2C Content Marketing Trends—North America: Content Marketing Much LessSuccessful5%Does NotApply(program less thanone year old)Base: B2C content marketers; aided list.
COMMITMENT & OVERALL SUCCESSTo what factors do you attribute your organization’sincrease in overall success with content marketing?Factors Contributing to B2C Marketers’ IncreasedContent Marketing Success Over the Last YearStrategy (developmentor adjustment)75%Content Creation (higherquality, more efficient)72%Content Distribution (bettertargeting, identificationof what works)Spending More Time onContent MarketingContent Marketing HasBecome a Greater Priority47%46%Content Measurement(growing in ability toshow results)39%Management/HR (organizationalchanges, staffing, new contentmarketing roles)39%2018 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs1453%Other factors cited: ContentMarketing Technologies/Tools (28%);More Budget for Content Marketing(25%); We Have Given Our EffortsTime to Bear Fruit and Are NowGetting Results (24%); ContentMarketing Training/Education (21%);Changes in Our Target Audience(s)(12%); Assistance of OutsideExpertise (10%); and Other (5%).Note: Due to the low number ofB2C respondents who said theirorganization’s content marketingsuccess had decreased comparedwith one year ago, this report doesnot include a chart showing factorscontributing to decreased success.Base: B2C content marketers who said their organization’s overall content marketingapproach is much more or somewhat more successful compared with one year ago.
OPINIONS ABOUT CONTENT MARKETINGIndicate your level of agreement with the following statementsconcerning content marketing in your organization.B2C Marketers’ Opinions About Content Marketing Agree Neither Agree Nor DisagreeOur organization is focused on buildingaudiences (building one or more subscriber bases)85%Our organization values creativity and craftin content creation and production56%Our organization has realistic expectationsabout what content marketing can achieve55%We are discontinuing specific content marketingactivities that we’ve found to be ineffective, sowe can concentrate on those that yield the best results53%Over the last year, it has become increasinglydifficult to capture our audience’s attention51%20%2018 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs159% 6%79%Our leadership team gives us ample timeto produce content marketing resultsWe are creating less content than one yearago, but that content is driving greater results Disagree13%25%19%23%22%33%14%27%32%8%22%48%Base: B2C content marketers; aided list.
B2C CONTENT MARKETINGCONTENT MARKETINGSTRATEGY & TECHNOLOGIESThe percentage of respondents that reported theirorganization has a documented content marketingstrategy is nearly the same as last year (38% vs. 40%).Respondents said their organizations use an average of four digitaltechnologies specifically for managing content marketing efforts.The two types of technology with the highest reported use are analyticstools (85%) and email-focused marketing technology (78%).16
CONTENT MARKETING STRATEGY & TECHNOLOGIESDoes your organization have acontent marketing strategy?Percentage of B2C Marketers Who Havea Content Marketing StrategyYes, and it isdocumented38%36%6%No, with no plansto have one within12 monthsYes, but it is notdocumented20%No, but plan to haveone within 12 months2018 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs17Base: B2C content marketers; aided list.
CONTENT MARKETING STRATEGY & TECHNOLOGIESWhich types of digital technologies does your organizationuse specifically for managing its content marketing efforts?Technologies B2C Marketers Use to ManageContent Marketing Efforts(Top 4)85%Analytics Tools78%Email Marketing Technology (email-focused)59%Content Management SystemMarketing Automation Software(automation-focused)35%Other technologies used:Video Tools/Platforms (19%);Content Collaboration/Workflow Software (17%);Content Promotion/Distribution Software(17%); Webinar/OnlinePresentation Platforms (17%);Content Planning/CreationSoftware (13%); Digital AssetManagement (DAM) System/File Storage (12%); ContentOptimization Software (5%);and Other (7%).AVERAGE NUMBER USED:Most Successful. 4All Respondents. 4Least Successful. 32018 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs18Base: B2C content marketers. Aided list; multiple responses permitted.
B2C CONTENT MARKETINGCONTENT CREATION& DISTRIBUTIONWhen asked how well content-creation projects flow withintheir organizations, 36% of respondents rated the flow asexcellent/very good; 38% rated it as good; and 26% rated it as fair/poor.Among the content types, distribution formats, and social media platformsthat respondents use, they rated social media posts, email, and Facebook asmost effective in helping their organizations achieve specific objectives.86% of respondents said they use email for content marketing purposes;automated confirmation emails (e.g., a welcome email) is the type ofemail they use most often (58%).19
CONTENT CREATION & DISTRIBUTIONHow often do you take the following concepts intoaccount while creating content for your organization?How Often B2C Marketers ConsiderVarious Concepts While Creating Content Always/Frequently SometimesEnsure that our content isfact-based and/or credible90%Consider how our content impacts the overallexperience a person has with our organization10%79%Prioritize providing the right content tothe right person at the right time17%72%Prioritize delivering content qualityover content quantity70%5%26%4%4%68%28%Differentiate our content fromour competition’s content68%26%Craft content based on specificpoints of the buyer’s journey60%47%2018 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs27%36%4%23%Focus on creating content for ouraudience versus our brandDeliver content consistently(e.g., on a defined, regularly scheduled basis)20 Rarely/Never6%13%17%Base: B2C content marketers; aided list.
USAGE & TEAMCONTENTCREATIONORGANIZATION& DISTRIBUTIONHow would you rate the project management flow during thecontent creation process (from concept through completion)within your organization?How B2C Marketers Rate the Project Management FlowDuring the Content Creation ProcessEXCELLENTVERY GOODGOODFAIRThe vastmajority of ourprojects movealong efficientlyMost of ourprojectsmove alongefficientlyMany of ourprojectsmove alongefficientlySome of ourprojects movealong efficiently,but we facebottlenecks6%30% 38% 19%2018 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs21POOR7%Most of ourprojects areheld up bybottlenecksBase: B2C content marketers; aided list.
CONTENT CREATION & DISTRIBUTIONWhich types of content does your organization usefor content marketing purposes?Types of Content B2C Marketers Usefor Content Marketing Purposes(Top 6)96%Social Media Posts – excluding videos (e.g., tweets, pins)76%Videos csInteractive Tools (e.g., quizzes, assessments, calculators)Ebooks/White Papers35%2018 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs22Other types of content used:Case Studies (30%); Videos (livestreaming) (22%); ResearchReports (20%); Mobile Apps (17%);Podcasts (13%); Film/TV (e.g.,documentaries, short films) (8%);Virtual Reality/Augmented Reality(VR/AR) Experiences (4%); andOther (8%).38%AVERAGE NUMBER USED:Most Successful. 6All Respondents. 5Least Successful. 4Base: B2C content marketers. Aided list; multiple responses permitted.
CONTENT CREATION & DISTRIBUTIONOf the content marketing types you use, which threeare the most effective at helping your organizationachieve specific objectives?Top 3 Most Effective Types of Content B2C Marketers Usefor Content Marketing PurposesALL RESPONDENTS71%Social Media Posts – excluding videos (e.g., tweets, pins)45%Videos (pre-produced)29%Illustrations/PhotosMOST SUCCESSFULSocial Media Posts – excluding videos (e.g., tweets, pins)Videos (pre-produced)37%Illustrations/Photos43%59%LEAST SUCCESSFULSocial Media Posts – excluding videos (e.g., tweets, pins)Illustrations/PhotosInfographics29%24%2018 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs2368%Base: B2C content marketers who use the types listed. Maximum of threeresponses permitted. Results shown based on response frequencies.
CONTENT CREATION & DISTRIBUTIONWhich formats does your organization use to distributecontent for content marketing purposes?Formats B2C Marketers Use to DistributeContent for Content Marketing Purposes(Top 5)89%Social Media Platforms (e.g., LinkedIn, Twitter)86%Email (e.g., newsletters, welcome emails)70%Blogs42%In-Person EventsPrint (other than magazines)34%2018 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs24Other formats used:Separate Content Hubs (e.g.,microsites, resource centers)(27%); Webinars/Webcasts/Virtual Events (19%); OnlinePresentations (17%); PrintMagazines (17%); DigitalMagazines (12%); andOther (3%).AVERAGE NUMBER USED:Most Successful. 4All Respondents. 4Least Successful. 3Base: B2C content marketers. Aided list; multiple responses permitted.
CONTENT CREATION & DISTRIBUTIONOf the formats you use to distribute content, whichthree are the most effective at helping your organizationachieve specific objectives?Top 3 Most Effective Formats B2C Marketers Use toDistribute Content for Content Marketing PurposesALL RESPONDENTSEmail (e.g., newsletters, welcome emails)Social Media Platforms (e.g., LinkedIn, Twitter)47%Blogs61%72%MOST SUCCESSFUL74%Email (e.g., newsletters, welcome emails)BlogsSocial Media Platforms (e.g., LinkedIn, Twitter)In-Person Events35%50%50%LEAST SUCCESSFULEmail (e.g., newsletters, welcome emails)Social Media Platforms (e.g., LinkedIn, Twitter)Blogs2018 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs2537%45%68%Base: B2C content marketers who use the formats listed. Maximum of threeresponses permitted. Results shown based on response frequencies.
CONTENT CREATION & DISTRIBUTIONWhich social media platforms does your organizationuse as part of its content marketing efforts?Social Media Platforms B2C MarketersUse for Content Marketing Purposes(Top tagramPinterest43%2018 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs26Other social mediaplatforms used: Google (37%); Snapchat (11%);SlideShare (8%); Medium(5%); and Other (8%).AVERAGE NUMBER USED:Most Successful. 6All Respondents. 5Least Successful. 4Base: B2C content marketers who use social media platforms to distribute content.Aided list; multiple responses permitted.
CONTENT CREATION & DISTRIBUTIONOf the social media platforms you use, which threeare the most effective at helping your organizationachieve specific objectives?Top 3 Most Effective Social Media Platforms B2C MarketersUse for Content Marketing PurposesALL RESPONDENTS88%FacebookTwitterYouTube29%37%MOST 49%LEAST SUCCESSFULFacebookTwitterLinkedIn29%26%2018 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs2774%Base: B2C content marketers who use the social media platforms listed. Maximumof three responses permitted. Results shown based on response frequencies.
CONTENT CREATION & DISTRIBUTIONWhich types of email does your organization useas part of its content marketing efforts?Types of Email B2C Marketers Use forContent Marketing Purposes(Top 7)58%Automated Confirmation Emails(e.g., a welcome email)55%Event Emails52%Promotional Emails48%Monthly Newsletters45%Drip Campaigns (e.g., welcome series)Ad hoc Newsletters(i.e., no set schedule)36%Lead Nurturing36%2018 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs28Other types of email used:Bi-weekly Newsletters (every otherweek) (20%); Weekly Newsletters(17%); Partnership Emails (15%);Daily Newsletters (3%); and Other(4%).Base: B2C content marketers who use email to distribute content for content marketingpurposes. Aided list; multiple responses permitted.
B2C CONTENT MARKETINGGOALS & METRICSMore than half of respondents (53%) said their organizationdoes an excellent, very good, or good job in terms of aligning metrics withcontent marketing goals; however, another 31% rated their organization as doinga fair or poor job.Respondents who do not measure content marketing ROI (34%) cited thetop reason, by far, as “we need an easier way to do this” (45%).Nearly 80% of respondents reported they can demonstrate, with metrics,how content marketing has increased audience engagement.29
GOALS & METRICSWhat type of job does your organization do in termsof aligning metrics with content marketing goals(i.e., are you measuring the “right things”)?How B2C Marketers Rate Alignment ofTheir Metrics and Content Marketing GoalsEXCELLENT6%VERY GOOD14%TOO SOON TO TELL8%GOODFAIRUNSUREDON’T USE CONTENTMARKETING METRICS33% 22%3%2018 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs30POOR9%5%Base: B2C content marketers; aided list.
GOALS & METRICSDoes your organization measure the return oninvestment (ROI) of its content marketing efforts?Percentage of B2C Marketers WhoMeasure Content Marketing ROIUnsure23%43%Yes34%No2018 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs31Base: B2C content marketers; aided list.
GOALS & METRICSWhy doesn’t your organization measure the return oninvestment (ROI) of its content marketing efforts?Why B2C Marketers Don’tMeasure Content Marketing ROI45%We need an easier way to do this34%No formal justification required26%We don’t know how to do this25%Too time-consuming21%OtherUnsure4%2018 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs32Base: B2C content marketers whose organizations do not measurecontent marketing ROI. Aided list; multiple responses permitted.
GOALS & METRICSIndicate your level of agreement with each statementconcerning the content marketing metricsused in your organization.B2C Marketers’ Metrics Agreement StatementsI/my team can demonstrate how content marketing has Agree Neither Agree Nor DisagreeIncreased audienceengagement79%Increased ournumber of leads21%58%34%2018 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs3312%65%Increased ourorganization’s salesDecreased our cost ofcustomer acquisition Disagree14%25%36%9%17%30%Base: B2C content marketers who use metrics to determine content marketing results. Aided list.
B2C CONTENT MARKETINGBUDGETS & SPENDINGLast year, B2C top performers reported their organizations spent,on average, 38% of their total marketing budget on contentmarketing vs. 26% this year.37% of all respondents said they expect their organization’s contentmarketing budget to increase in the next 12 months.When broken out by overall content marketing success rates, the leastsuccessful respondents were most likely to indicate they will increase theircontent marketing budget in the next 12 months (45%).34
BUDGETS & SPENDINGApproximately what percentage of your organization’stotal marketing budget (not including staff)is spent on content marketing?Percentage of Total Marketing Budget Spenton B2C Content Marketing32%27%17%AVERAGE SPENT:Most Successful.26%All Respondents.22%Least 8 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs3510-24%1-9%0%UnsureBase: B2C content marketers; aided list.
BUDGETS & SPENDINGHow do you expect your organization’s contentmarketing budget to change in the next 12 months?B2C Content Marketing Spending(Over Next 12 Months)Increase37%14%46%Remainthe SameUnsure4%Decrease2018 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs36Base: B2C content marketers; aided list.
METHODOLOGY/DEMOGRAPHICSB2C Content Marketing: 2018 Benchmarks, Budgets, and Trends—North America was produced by Content Marketing Institute and MarketingProfs.The eighth annual content marketing survey, from which the results of this report were generated, was mailed electronically to a sample of marketers usinglists from Content Marketing Institute, MarketingProfs, The Association for Data-driven Marketing & Advertising (ADMA), WTWH Media, and Technology forMarketing (TFM).A total of 2,190 recipients from around the globe—representing a full range of industries, functional areas, and company sizes—responded to the surveyduring June and July 2017. This report presents the findings from the 195 respondents who indicated their organization is for-profit in North America,primarily selling products/services to consumers (B2C) or to both businesses and consumers (B2B and B2C), with the percentage of B2C business exceeding50%.Note: The B2C content marketers referred to in the base lines and bullet points in this report are respondents who indicated their organization uses contentmarketing.B2C IndustryClassificationSize of B2C Company(by Employees)B2C Organization 2016Total Annual RevenueB2C Job Title/Function2%14%9%40%5% 8%8%8%8%Retail/E-Commerce Agency (Advertising, Digital Marketing,Content Marketing, PR, Marcom) Education Financial Services Insurance Professional Services Travel/Tourism/Hospitality Other 25%28%22%3%12%25%21%4%15% Micro (Fewer than 10 Employees) Small (10-99 Employees)12% More than 1 Billion 500,000,001 - 1 Billion Midsize (100-999 Employees) 100,000,001 - 500,000,000 Large (1,000 Employees) 50,000,001 - 100,000,0002018 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs3720%13% 10,000,001 - 50,000,000 1,000,000 - 10,000,000 Less than 1,000,000 Unsure7%7%8%44%14%18% Marketing/Advertising/Communications/PR Management Content Creation/Management Corporate Management(Owner/President, CEO, CMO) Marketing – Staff/Support General Management (GM, VP) Consultant Other
ABOUTContent Marketing Institute and MarketingProfs thank all the survey respondents and surveydistribution partners who made this research possible.About Content Marketing Institute (CMI)Content Marketing Institute is the leading global content marketing education and training organization, teaching enterprise brands howto attract and retain customers through compelling, multichannel storytelling. CMI’s Content Marketing World event, the largest contentmarketing-focused event, is held every September in Cleveland, Ohio, USA, and the Intelligent Content Conference event is held every spring.CMI publishes the bi-monthly magazine Chief Content Officer, and provides strategic consulting and content marketing research for some ofthe best-known brands in the world. Watch this video to learn more about CMI. To view all research and subscribe to our emails, visitwww.contentmarketinginstitute.com.Content Marketing Institute is organized by UBM plc. UBM is the largest pure-play B2B Events organizer in the world. Our 3,750 people, basedin more than 20 countries, serve more than 50 different sectors. Our deep knowledge and passion for these sectors allow us to create valuableexperiences which enable our customers to succeed. Please visit www.ubm.com for the latest news and information about UBM.About MarketingProfsMarketingProfs offers real-world education for modern marketers. More than 600,000 marketing professionals worldwide rely on our freedaily publications, virtual conferences, MarketingProfs University, and more to stay up to date on the most important trends and tactics inmarketing—and how to apply them to their businesses. Visit MarketingProfs.com for more information.38
Organization’s content marketing is sophisticated/mature 72% 36% 8% Has a documented content marketing strategy 59% 38% 18% Percentage of total marketing budget spent on content marketing (average) 26% 22% 18% Expects organization to increase content marketing budget in the next 12 months 35% 37% 45%File Size: 2MB
