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MANUFACTURINGCONTENT MARKETING 2020Benchmarks, Budgets, and TrendsSPONSORED BY
TABLE OF CONTENTSmWELCOME. 3mKEY FINDINGS. 4mSUCCESS & MATURITY. 5mSTRATEGY, OPINIONS & TECHNOLOGY. 8mTEAM STRUCTURE & OUTSOURCING. 12mCONTENT CREATION & DISTRIBUTION. 16mMETRICS & GOALS. 25mBUDGETS & SPENDING. 29mCONTENT MARKETING PRIORITIES & UNIQUE CHALLENGES. 33mMETHODOLOGY. 36mABOUT. 37MANUFACTURINGSURVEY TERM DEFINITIONSContent Marketing: A strategic marketing approachfocused on creating and distributing valuable,Benchmarks,Budgets,Trendsrelevant,and consistentcontent toandattractand retaina clearly defined audience—and, ultimately, to driveprofitable customer action.CONTENT MARKETING 2020Success: Achieving your organization’s desired/targeted results.NOTEThis report contains a few key comparisons withdata presented in the 2019 version of this report;however, use caution when making comparisonswith past years. The sample size reported on here isslightly different this year than last. In addition, thesurvey methodology changed beginning with the2019 report, when we began asking respondents toconfirm their content marketing role and whethertheir organization has used content marketing for atleast one year.SPONSORED BY2
WELCOMEWhen Content Marketing Institute (CMI) first reported onmanufacturing in 2014, we noted that manufacturers werelater to adopt content marketing than other industries we studied.They’ve certainly come a long way since then.As you’ll see in this report—based on the results of our 10th annualcontent marketing survey—manufacturing marketers have becomemore strategic with their content marketing and are feeling lesschallenged with communicating complex content. Many are reportingsuccess with their overall approach to content marketing. The ability tocraft content for different audiences across various stages of the buyer’sjourney—and distribute that content with precision—will be importantto continued success in 2020.On behalf of the entire CMI team, best wishes for your contentmarketing in the new decade. If you need resources, let us know. We’rehappy to assist!Lisa Murton BeetsResearch Director, Content Marketing InstituteMANUFACTURINGStephanie StahlGeneral Manager, CMICONTENT MARKETING 2020Benchmarks, Budgets, and TrendsRobert RoseChief Strategy Advisor, CMIKim MoutsosVP Content, CMICathy McPhillipsVP Marketing, CMILisa Murton BeetsResearch Director/Report Author, CMIJoseph “JK” KalinowskiCreative Director, CMINancy ReeseResearch ConsultantSPONSORED BY3
KEY FINDINGSManufacturing marketers are becomingmore strategic41% of those surveyed said their organization hasa documented content marketing strategy versus21% last year, indicating a stronger focus on beingstrategic with their content marketing approach.See page 9.They create content for four differentaudiences, on average, yet only 40%always/frequently craft content forspecific stages of the customer journeyMany respondents create content for severaldifferent audiences, yet there is a need to craftcontent more precisely based on where thoseaudiences are in the customer journey. See pages17 and 18.Communicating complex content andaccess to subject matter experts hasimprovedA smaller percentage than last year reportedbeing challenged with communicating complexcontent (36% this year vs. 60% last year) andaccessing subject matter experts (40% this yearvs. 50% last year). See page 35.64% of manufacturing marketersoutsource at least one contentmarketing activityAmong those who outsource, 87% outsource contentcreation, which may help explain why their abilityto communicate complex content has improved.See page 15.Several organic (nonpaid) opportunities to distribute content are being overlookedMost manufacturing marketers use social media platforms, their organization’s website/blog, and email todistribute content. However, fewer take advantage of speaking/events (43%), media/influencer relations(33%), or guest posts/articles in third-party publications (31%). See page 22.SPONSORED BY4
SUCCESS & MATURITYMANUFACTURINGCONTENT MARKETING 2020Benchmarks, Budgets, and TrendsSPONSORED BY5
SUCCESS & MATURITY65% of manufacturing marketers say their organization is much or somewhat more successfulwith content marketing compared with one year ago.How Manufacturing Marketers RateTheir Organization’s Overall Level ofContent Marketing SuccessHow Manufacturing Marketers RateTheir Organization’s Content MarketingSuccess Compared With One Year Ago2% 1%1% 1%17%13% 68% 9%Extremely SuccessfulVery SuccessfulModerately SuccessfulMinimally SuccessfulNot At All SuccessfulBase: Manufacturing content marketers; aided list.2020 Manufacturing Content Marketing Benchmarks: Content Marketing Institute/MarketingProfs32%56% Much More Successful Somewhat More Successful About the Same Somewhat Less Successful Much Less SuccessfulBase: Manufacturing content marketers; aided list.2020 Manufacturing Content Marketing Benchmarks: Content Marketing Institute/MarketingProfsNote: The survey defined success as achieving your organization’s desired/targeted results.SPONSORED BY6
SUCCESS & MATURITY39% of manufacturing marketers say their organization is in the adolescent stage of contentmarketing maturity.How Manufacturing Marketers Rate TheirOrganization’s Content Marketing Maturity Level6% 5%24%26% Sophisticated Mature Adolescent Young First Steps39%SOPHISTICATEDProviding accurate measurement to the business, scalingacross the organizationMATUREFinding success, yet challenged with integration acrossthe organizationADOLESCENTHave developed a business case, seeing early success,becoming more sophisticated with measurement andscalingYOUNGGrowing pains, challenged with creating a cohesivestrategy and a measurement planBase: Manufacturing content marketers; aided list.2020 Manufacturing Content Marketing Benchmarks: Content Marketing Institute/MarketingProfsFIRST STEPSDoing some aspects of content, but have not yet begun tomake content marketing a processSPONSORED BY7
STRATEGY, OPINIONS& TECHNOLOGYMANUFACTURINGCONTENT MARKETING 2020Benchmarks, Budgets, and TrendsSPONSORED BY8
STRATEGY, OPINIONS & TECHNOLOGY41% of manufacturing marketers report their organization has a documented contentmarketing strategy, up from 21% last year.Percentage of Manufacturing MarketersWith a Content Marketing Strategy6%16%41%37% Yes, and it is documented Yes, but it is not documented No, but plan to within 12 months No, with no plansBase: Manufacturing content marketers; aided list.2020 Manufacturing Content Marketing Benchmarks: Content Marketing Institute/MarketingProfsSPONSORED BY9
STRATEGY, OPINIONS & TECHNOLOGY62% of manufacturing marketers agree their organization prioritizes delivering relevantcontent when and where a person is most likely to see it.Manufacturing Marketers’ Opinions About Content Marketing in Their Organization(Strongly/Somewhat Agree)Our audience views our organizationas a credible and trusted resource81%Our organization values creativity andcraft in content creation and production72%Our organization prioritizes delivering relevant contentwhen and where a person is most likely to see it62%Our organization provides customers withoptimal experiences across their engagement journey39%020406080100Base: Manufacturing content marketers who answered each statement.2020 Manufacturing Content Marketing Benchmarks: Content Marketing Institute/MarketingProfsSPONSORED BY10
STRATEGY, OPINIONS & TECHNOLOGYManufacturing marketers report the top 3 technologies their organizations use to assist withcontent marketing are analytics tools, email marketing software, and social media publishing/analytics.Other technologies used:Digital Asset Management(DAM) System (34%); ContentDistribution Platform (21%);Content Optimization (19%);Content Performance/Recommendation Analytics(18%); and IntegratedContent MarketingPlatform (10%).Technologies Manufacturing Organizations Useto Assist With Content Marketing(Top 7)83%Analytics Tools (e.g., web analytics, dashboards)Email Marketing Software82%Social Media Publishing/Analytics82%62%Customer Relationship Management (CRM) SystemContent Creation/Collaboration/Workflow44%Content Management System (CMS)44%40%Marketing Automation System (MAS)020406080100Base: Manufacturing content marketers. Aided list; multiple responses permitted.2020 Manufacturing Content Marketing Benchmarks: Content Marketing Institute/MarketingProfsSPONSORED BY11
TEAM STRUCTURE& OUTSOURCINGMANUFACTURINGCONTENT MARKETING 2020Benchmarks, Budgets, and TrendsSPONSORED BY12
TEAM STRUCTURE & OUTSOURCINGAlmost half (48%) of manufacturing marketers report their organization has a small(or one-person) marketing/content marketing team serving the entire organization.Manufacturing Organizations’ Content Marketing Team StructureWe have a centralized content marketing group thatworks with multiple brands/products/departmentsthroughout the organization15%Each brand/product/department has itsown content marketing team10%Both—We have a centralized group andindividual teams throughout the organization25%We have a small (or one-person) marketing/contentmarketing team serving the entire organization48%2%Other structures0102030Base: Manufacturing content marketers; aided list.2020 Manufacturing Content Marketing Benchmarks: Content Marketing Institute/MarketingProfs4050SPONSORED BY13
TEAM STRUCTURE & OUTSOURCING43% of manufacturing marketers say their organization has 2 or more internal team memberswho are full-time/dedicated to content marketing.Manufacturing Organizations’Content Marketing Team Size(Full-Time/Dedicated to Content Marketing)4% 5%29%34%28% 0 1 2-5 6-10 11 Base: Manufacturing content marketers; aided list.2020 Manufacturing Content Marketing Benchmarks: Content Marketing Institute/MarketingProfsSPONSORED BY14
TEAM STRUCTURE & OUTSOURCING64% of manufacturing marketers outsource at least one content marketing activity;content creation is the activity they’re most likely to outsource (87%).Does Your Manufacturing OrganizationOutsource Any Content Marketing Activities?Content Marketing Activities ManufacturingOrganizations Outsource87%Content Creation36% 64% YesNo32%Content DistributionContent Technology25%Measurement25%22%Editorial PlanningBase: Manufacturing content marketers.2020 Manufacturing Content Marketing Benchmarks: Content MarketingInstitute/MarketingProfsContent Strategy19%Other19%020406080100Base: Manufacturing content marketers whose organization outsources at least one content marketing activity.Aided list; multiple responses permitted.2020 Manufacturing Content Marketing Benchmarks: Content Marketing Institute/MarketingProfsSPONSORED BY15
CONTENT CREATION& DISTRIBUTIONMANUFACTURINGCONTENT MARKETING 2020Benchmarks, Budgets, and TrendsSPONSORED BY16
CONTENT CREATION & DISTRIBUTIONFewer than half (40%) of manufacturing marketers craft content based on specific stages ofthe customer journey.Concepts Manufacturing Marketers Always/Frequently Take Into AccountWhile Creating Content for Their Organization84%Fact check our content to ensure accuracyPrioritize the audience’s informational needsover our sales/promotional message51%Craft content based on specific stagesof the customer journey40%020406080100Base: Manufacturing content marketers who answered each concept.2020 Manufacturing Content Marketing Benchmarks: Content Marketing Institute/MarketingProfsSPONSORED BY17
CONTENT CREATION & DISTRIBUTIONOn average, manufacturing marketers create content for 4 different audiences.Number of Different AudiencesManufacturing Marketers Create Content For2%26%45%27% 6 4-5 2-3 1Base: Manufacturing content marketers; aided list.2020 Manufacturing Content Marketing Benchmarks: Content Marketing Institute/MarketingProfsSPONSORED BY18
CONTENT CREATION & DISTRIBUTIONManufacturing marketers say 50% of the content they create is for audiences in the early stages of thebuyer’s journey (top-of-the-funnel). Far less content is created for stages further down the funnel.Percentage of Total ContentManufacturing Marketers Created forContent Marketing in Last 12 Months4%10%15%21% 50%Top-of-the-funnel(generating awareness/interest) Mid-funnel (consideration/intent) Late-stage (evaluation/purchase) Post-sale (loyalty/brand advocacy) Other areasBase: Manufacturing content marketers who answered the question; aided list. Percentages were required to equal 100%.2020 Manufacturing Content Marketing Benchmarks: Content Marketing Institute/MarketingProfsSPONSORED BY19
CONTENT CREATION & DISTRIBUTIONThe top 2 types of content manufacturing marketers use are social media content (92%)and videos (81%).Content Types Manufacturing Marketers Used in Last 12 Months(Top 10)92%Social Media Content (e.g., tweets, stories)81%Videos (excluding livestreaming)74%Email Newsletters71%Blog Posts/Short Articles65%In-Person EventsOther content types used inlast 12 months: Long-FormText (e.g., articles 3,000 words)(34%); Ebooks/Guides (30%);Research Reports (20%); PrintBooks (12%); LivestreamingContent (9%); Podcasts (8%);and Other (11%).59%Infographics/Charts/Photos/Data Viz56%Case StudiesWhite Papers44%Print Magazines43%39%Webinars/Online Events020406080100Base: Manufacturing content marketers. Aided list; multiple responses permitted.2020 Manufacturing Content Marketing Benchmarks: Content Marketing Institute/MarketingProfsSPONSORED BY20
CONTENT CREATION & DISTRIBUTIONWe asked respondents which content types are the highest performing for their organizationfor building brand awareness, securing leads, nurturing leads, and converting leads. Their topresponse in each category is shown here.TO BUILD BRANDAWARENESSTO SECURELEADSTO NURTURELEADSTO CONVERTLEADSSocial Media Content(e.g., tweets, stories)(36%)In-Person Events(24%)Email Newsletters(31%)In-Person Events(33%)Base: Manufacturing content marketers whose organization used more than one content type for content marketing purposes in the last 12 months; aided list.2020 Manufacturing Content Marketing Benchmarks: Content Marketing Institute/MarketingProfsSPONSORED BY21
CONTENT CREATION & DISTRIBUTIONThe top 3 organic (nonpaid) content distribution channels manufacturing marketers use are socialmedia platforms (89%), their organization’s website/blog (85%), and email (82%).Organic Content Distribution ChannelsManufacturing Marketers Used in Last 12 Months89%Social Media Platforms85%Their Organization’s luencer RelationsGuest Posts/Articles inThird-Party Publications31%8%Other020406080100Base: Manufacturing content marketers. Aided list; multiple responses permitted.2020 Manufacturing Content Marketing Benchmarks: Content Marketing Institute/MarketingProfsSPONSORED BY22
CONTENT CREATION & DISTRIBUTION75% or more of manufacturing marketers use organic (nonpaid) Facebook, LinkedIn, YouTube,and Twitter for content marketing purposes.Of the organic platforms they use, respondents say LinkedIn generates the best overall contentmarketing results.Organic Social Media PlatformsManufacturing Content Marketers Used in Last 12 Months86%FacebookLinkedInTop Rated83%Other organic social mediaplatforms used in last 12months: Pinterest (20%); Reddit(3%); Quora (3%); Medium (2%);Snapchat (0%); and Other ase: Manufacturing content marketers whose organization used organic social media platforms to distribute content in the last 12 months.Aided list; multiple responses permittedSPONSORED BY23
CONTENT CREATION & DISTRIBUTIONMost manufacturing marketers (93%) use paid distribution channels for content marketing purposes;of that group, 66% use paid social media/promoted posts.Has Your Manufacturing OrganizationUsed Any Paid Content Distribution Channelsin the Last 12 Months?7% 93% YesNoPaid Content Distribution ChannelsManufacturing Marketers Used in Last 12 Months66%Social Media Advertising/Promoted Posts61%Search Engine Marketing (SEM)/Pay-Per-Click55%Sponsorships (e.g., booths, workshops, branding)48%Banner Ads Promoting Your Content (e.g., ebook, webinar)Native Advertising/Sponsored Content(not including social media platforms)Base: Manufacturing content marketers.2020 Manufacturing Content Marketing Benchmarks:Content Marketing Institute/MarketingProfs34%Partner Emails PromotingYour Content (e.g., ebook, webinar)28%15%Other020406080Base: Manufacturing content marketers whose organization used at least one paid distribution channel in the last 12 months.Aided list; multiple responses permitted.2020 Manufacturing Content Marketing Benchmarks: Content Marketing Institute/MarketingProfsSPONSORED BY24
METRICS & GOALSMANUFACTURINGCONTENT MARKETING 2020Benchmarks, Budgets, and TrendsSPONSORED BY25
METRICS & GOALSMore than three-fourths (77%) of manufacturing marketers use metrics to measure contentperformance; of these, 67% have established KPIs and 46% measure content marketing ROI.Does Your ManufacturingOrganization Use Metrics toMeasure Content Performance?Did Your ManufacturingOrganization Establish KPIsto Measure Content MarketingInitiatives in the Last 12 Months?5%5%18% 77%Base: Manufacturing content marketers. YesNoUnsureDoes Your ManufacturingOrganization MeasureContent Marketing ROI?12% 28% 67% YesNoUnsureBase: Manufacturing content marketers whose organizationuses metrics to measure content performance. 46%42% YesNoUnsureBase: Manufacturing content marketers whose organizationuses metrics to measure content performance.2020 Manufacturing Content Marketing Benchmarks: Content Marketing Institute/MarketingProfsSPONSORED BY26
METRICS & GOALSThe top 5 metrics manufacturing marketers track to measure content performance are socialmedia analytics (88%), website engagement (87%), email engagement (86%), website traffic(84%), and conversions (80%).Metrics Manufacturing Marketers Tracked toMeasure Content Performance in Last 12 Months(Top 7)Social Media Analytics (e.g., shares,followers, views, likes)88%Website Engagement (e.g., time spent,bounce rate, form completions)87%Email Engagement(e.g., opens, clicks, downloads)86%Website Traffic(e.g., page views, backlinks)84%Conversions (e.g., traffic tosubscribers, leads to sales)80%Email Subscriber Numbers(e.g., growth, unsubscribes)66%57%Search Rankings020406080Base: Manufacturing content marketers whose organization uses metrics to measure content performance. Aided list; multiple responses permitted.2020 Manufacturing Content Marketing Benchmarks: Content Marketing Institute/MarketingProfs100Other metrics trackedin last 12 months: MobileAnalytics (e.g., traffic, time spent,conversions) (41%); Cost of a Lead,Subscribers, and/or Customer/Customer Acquisition Cost (CAC)(37%); Marketing Qualified LeadMetrics (e.g., MQLs, SQLs) (35%);PR Mentions/Media Coverage(31%); Sales Effectiveness (e.g.,sales cycle time, sales teamperformance) (14%); CustomerSatisfaction Metrics (13%);Customer Retention Rates (12%);Lifetime Customer Value (6%); andOther (1%).SPONSORED BY27
METRICS & GOALS85% of manufacturing marketers have used content marketing successfully in the last 12 months tocreate brand awareness.Goals Manufacturing Marketers Have Achieved by Using Content Marketing Successfully in Last 12 Months2020As Reported OneYear Ago*Create brand awareness85%79%Educate audience(s)76%69%Build credibility/trust66%60%Generate demand/leads63%66%Support the launch of a new product63%55%Build loyalty with existing clients/customers51%55%Generate sales/revenue48%40%Nurture subscribers/audiences/leads48%47%Drive attendance to one or more in-person events44%44%Build a subscribed audience32%29%None of the above2%4%*See 2019 Manufacturing Content Marketing: Benchmarks, Budgets, and TrendsBase: Manufacturing content marketers. Aided list; multiple responses permitted.2020 Manufacturing Content Marketing Benchmarks: Content Marketing Institute/MarketingProfsSPONSORED BY28
BUDGETS & SPENDINGMANUFACTURINGCONTENT MARKETING 2020Benchmarks, Budgets, and TrendsSPONSORED BY29
BUDGETS & SPENDING41% of manufacturing marketers reported a 2019 annual content marketing budget of 100,000 or more. Another 30% reported it was less than 100,000. The average annualbudget reported was 285,000.2019 Annual Budget for ManufacturingContent Marketing (Average)(All Respondents)16%13%6%30%22%8%5% Less than 100,000 100,000 to under 500,000 500,000 to under 750,000 750,000 to under 1,000,000 1,000,000 or more Unsure There is no contentmarketing budgetNote: Marketers who reported their organization has no content marketing budget were not asked to specify if theexpenditures come from a general marketing or other fund. The survey did not specify whether to include contentmarketing salaries, nor did it ask respondents to break out areas of content marketing spend.Base: Manufacturing content marketers; aided list.2020 Manufacturing Content Marketing Benchmarks: Content Marketing Institute/MarketingProfsSPONSORED BY30
BUDGETS & SPENDING43% of manufacturing marketers expect their 2020 content marketing budget to behigher than it was in 2019.Manufacturing Marketers’ ExpectedChange in 2020 Content MarketingBudget Compared With 201913% 8%6%35%38% Increase More than 9% Increase 1% to 9% Stay the Same Decrease UnsureBase: Manufacturing content marketers who reported having an annual budget for content marketing in 2019.2020 Manufacturing Content Marketing Benchmarks: Content Marketing Institute/MarketingProfsSPONSORED BY31
BUDGETS & SPENDING57% of manufacturing marketers use traditional paid advertising (TV, radio, print/digital ads,billboards, etc.) in addition to content marketing.Of those who use paid advertising, about 40% said their organization shifted paid advertising budget dollars tocontent marketing in the last 12 months.Does Your Manufacturing Organization Use TraditionalPaid Advertising in Addition to Content Marketing?(All Respondents)43%57% Yes NoBase: Manufacturing content marketers.2020 Manufacturing Content Marketing Benchmarks: Content Marketing Institute/MarketingProfsSPONSORED BY32
CONTENT MARKETINGPRIORITIES & UNIQUE CHALLENGESMANUFACTURINGCONTENT MARKETING 2020Benchmarks, Budgets, and TrendsSPONSORED BY33
PRIORITIES & UNIQUE CHALLENGESMore than half of manufacturing marketers anticipate a focus on content quality/quantityand content distribution/promotion in 2020.Top 3 Content Marketing Activities Manufacturing MarketersThink Their Organization Might Prioritize in 202056%Focus on content quality/quantity52%Improve content distribution/promotion44%Improve content marketing measurement42%Improve quality/conversion of audience(s)33%Know our audience(s) better32%Increase the size of our audience(s)28%Segment/capture better data from audience(s)1%None of the above0204060Note: The question asked, “Select the top three of the following content marketing-related areas you think your organization might prioritize in2020.” The survey did not ask respondents to rate their organization’s current success with any of the activities shown on the aided list. Therefore,use caution if making assumptions about current challenges organizations may be facing in any of the areas listed.Base: Manufacturing content marketers. Aided list; a maximum of three responses permitted.2020 Manufacturing Content Marketing Benchmarks: Content Marketing Institute/MarketingProfsSPONSORED BY34
PRIORITIES & UNIQUE CHALLENGESManufacturing marketers cite their top unique challenges as overcoming the traditional marketing andsales mindset (55%) and creating content that appeals to multi-level roles within their target audiences(53%). Far fewer feel challenged with communicating complex content than last year (36% vs. 60%).Unique Challenges Manufacturing Content Marketers Face2020As Reported OneYear Ago*Overcoming traditional marketing and sales mindset55%50%Creating content that appeals to multi-level roles within the target audience(s)53%68%Differentiating products/services from the competition48%–Accommodating for a long decision-making process41%48%Accessing subject matter experts in order to create specialized content40%50%Extensively educating the target audience(s)38%37%Communicating complex content36%60%Difficulty in reaching target audience(s)36%43%Making it through multiple levels of purchasing decision-makers32%41%*See 2019 Manufacturing Content Marketing: Benchmarks, Budgets, and TrendsBase: Manufacturing content marketers. Aided list; multiple responses permitted.2020 Manufacturing Content Marketing Benchmarks: Content Marketing Institute/MarketingProfsSPONSORED BY35
METHODOLOGYManufacturing Content Marketing 2020: Benchmarks, Budgets, and Trends was produced by Content Marketing Institute (CMI) and sponsored by IEEE GlobalSpec.The CMI/MarketingProfs 10th annual content marketing survey, from which the results of this report were generated, was emailed to a sample of marketers using lists fromContent Marketing Institute and MarketingProfs. Online survey hosting, data collection, and tabulation was provided by Readex Research.A total of 1,798 recipients from around the globe—representing a full range of industries, functional areas, and company sizes—replied to the survey during June/July2019. This report presents the findings from the 108 respondents who indicated: Their organization is a for-profit manufacturing company Their organization has used content marketing for at least one year They are a content marketer, involved with the content marketing function, and/or someone to whom content marketing reports.The majority of respondents were B2B manufacturers based in North America.Find our archive of past reports at contentmarketinginstitute.com/research. Special thanks to MarketingProfs for their assistance with the annual survey and theB2B and B2C reports.Organization’s PrimaryManufacturing CategorySize of ManufacturingCompany (by Employees)1%2% 3%4%14%36%5%20%63%43% Capital Items—Long-lasting goods acquiredand owned by an organization (e.g., machinery,lab equipment, vehicles)Non-Capital Items—Goods consumed in thenormal course of business (e.g., office supplies,repairs, equipment leases)Professional Services—Provide services tomanufacturers (e.g., legal, accounting, consulting)9%49%11%33% Manufacturing ContentMarketing Job Title/Function21% Micro (Fewer than 10 Employees) Marketing Management Small (10-99 Employees) Content Creation/Management Medium (100-999 Employees) Advertising/PR/Comm Management Large (1,000 Employees) Marketing Operations Corporate/Executive Management Technology/IT/Website/User Experience OtherSPONSORED BY36
ABOUTThanks to all the survey participants who made this research possible and to everyone who helps disseminatethese findings throughout the content marketing industry.About Content Marketing InstituteContent Marketing Institute (CMI) is the leading global content marketing education and training organization, teaching enterprisebrands how to attract and retain customers through compelling, multichannel storytelling. CMI’s Content Marketing World event,the largest content marketing-focused event, is held every fall in Cleveland, Ohio, and ContentTECH Summit event is held everyspring in San Diego, California. CMI publishes Chief Content Officer for executives and provides strategic consulting and contentmarketing research for some of the best-known brands in the world. Content Marketing Institute is organized by Informa Tech. Tolearn more: ContentMarketingInstitute.com.About IEEE GlobalSpecIEEE GlobalSpec is a provider of data-driven industrial marketing solutions designed to help companies promote their productsand grow their businesses.Our audience of engineers and technical professionals relies on the IEEE GlobalSpec family of brands—including Engineering360,IEEE Spectrum, and more—as a trusted resource for content, community, and engagement at all stages of the research, design, andpurchasing process.We deliver deep industry intelligence, customized marketing programs, and measurable campaign performance.For more information about IEEE GlobalSpec, visit www.globalspec.com/advertising.SPONSORED BY37
content marketing are analytics tools, email marketing software, and social media publishing/ analytics. Other technologies used: Digital Asset Management (DAM) System (34%); Content Distribution Platform (21%); Content Optimization (19%); Content Performance/ Recommendation Analytics (18%); and Integrated Content Marketing Platform (10%).
