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2CONTENTCONTENTMARKETINGMARKETING2017 Benchmarks, Budgets,and Trends—North AmericaSPONSORED BY
TABLE OF CONTENTS3Welcome24 SECTION 4: Content Creation & Distribution4This Year’s B2B Content MarketingTop Performers At-A-Glance35SECTION 5: Goals & Metrics41SECTION 6: Budgets & Spending5SECTION 1: Usage & Team Organization10 SECTION 2: Clarity, Commitment &Overall Success44 Methodology/Demographics45About19 SECTION 3: Content Marketing StrategySPONSORED BY2
WELCOMEGreetings Marketers,Welcome to the 7th Annual B2B Content Marketing Benchmarks, Budgets, and Trends—NorthAmerica report. We’ve made quite a few changes to our annual survey this year to reflect thematuring content marketing industry.This year’s research paints a brighter picture than the last few years, indicating that contentmarketing is alive and well! Content marketers are on track—with 62% reporting that theirorganizations are much more or somewhat more successful with their overall content marketingapproach compared with one year ago.Joe PulizziFounderContent Marketing InstituteLike last year, those who are further along with their approach are the most successful, whilethe vast majority of the least successful are in the young/early phases of content marketing.With time, a documented strategy, creativity, meaningful goals and metrics, a willingness toexperiment, and perhaps most importantly, a commitment to content marketing, thosemarketers will succeed.Please watch for continuing editorial coverage of our research findings throughout 2017.We hope you will find the insights useful as you prepare for the year ahead.Yours in content,Joe & AnnAnn HandleyChief Content OfficerMarketingProfsSPONSORED BY3
COMPARISON CHARTThis Year’s B2B Content Marketing Top PerformersAt-A-GlanceMost SuccessfulAll RespondentsLeast SuccessfulOrganization is clear on what an effective orsuccessful content marketing program looks like81%41%14%Organization is extremely/very committed to content marketing91%63%35%Describes organization’s content marketing maturity as sophisticated/mature72%28%2%Has a documented content marketing strategy61%37%13%Content marketing strategy is extremely/very effective83%34%2%Measures content marketing ROI88%72%56%Percentage of total marketing budget allocated to content marketing (average)39%29%22%Agrees that organization is realistic about what content marketing can achieve91%68%41%Agrees that organization is able to quickly adjust content marketing strategy87%66%41%Always/frequently delivers content consistently85%58%32%Agrees that leadership gives ample time to produce results77%52%26%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.2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfsSPONSORED BY4
CONTENT MARKETINGUSAGE & TEAMORGANIZATION28% 55% 42%Are in thesophisticated/mature phase ofcontent marketingmaturityHave small contentmarketing teamsserving the entireorganizationHave experiencedmanagement changesthat have had apositive impact onthe organization’scontent marketingSPONSORED BY5
USAGE & TEAM ORGANIZATIONDoes your organization use content marketing?Percentage of B2B MarketersUsing Content MarketingNo11%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, todrive profitable customer action.”89%YesNote: Of the 11% nonusers, 52% say theyplan to launch a content marketing effortwithin 12 months; 43% had no immediateplans to begin using content marketing; and5% had used content marketing in the pastbut stopped.Base B2B marketers.2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfsSPONSORED BY6
USAGE & TEAM ORGANIZATIONHow would you describe your organization’scontent marketing maturity level?How B2B Marketers Assess Their Organization’s Content Marketing Maturity LevelSOPHISTICATED6%Providing accuratemeasurementto the business,scaling across theorganizationMATUREADOLESCENTFinding success,yet challenged withintegration across theorganizationHave developeda business case,seeing early success,becoming moresophisticated withmeasurementand scaling22%2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs35%YOUNGFIRST STEPSGrowing pains,challenged withcreating a cohesivestrategy and ameasurement planDoing some aspectsof content, buthave not yet begunto make contentmarketing a process26%10%Base Content marketers; aided list.SPONSORED BY7
USAGE & TEAM ORGANIZATIONHow is content marketing structuredwithin your organization?B2B Content Marketing Organizational StructureCentralized content marketing groupthat works with multiple brands/productlines throughout the organizationEach brand (product line/property)has its own content marketing team24%5%Both: A centralized group as wellas individual teams throughoutthe organization13%Small (or one-person) marketing/content marketing teamserves the entire organizationOther55%2%2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfsBase Content marketers; aided list.SPONSORED BY8
USAGE & TEAM ORGANIZATIONHas your organization undergone any managementand/or structural changes over the last 12 months thathave impacted your content marketing approach?B2B Management Changes Impacting Content MarketingYes, hada positiveimpact42%9%Yes, hada negativeimpact48%No changes2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfsBase Content marketers; aided list.SPONSORED BY9
CONTENT MARKETINGCLARITY, COMMITMENT& OVERALL SUCCESS63% 22% 62%Are extremely orvery committed tocontent marketingAre extremely orvery successfulwith their overallapproach tocontent marketingAre much more orsomewhat moresuccessful withcontent marketingthan they were oneyear agoSPONSORED BY10
CLARITY, COMMITMENT & OVERALL SUCCESSIn your organization, is it clear what an effective orsuccessful content marketing program looks like?Percentage of B2B Marketers Whose OrganizationsHave Clarity on Content Marketing SuccessYes41%No30%29%Unsure2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfsBase Content marketers; aided list.SPONSORED BY11
CLARITY, COMMITMENT & OVERALL SUCCESSHow would you describe your organization’scommitment level to content marketing?B2B Organizations’ Commitment to Content MarketingVery Committed41%ExtremelyCommitted22%1%Not At AllCommitted30%6%Not VeryCommitted2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfsSomewhatCommittedBase Content marketers; aided list.SPONSORED BY12
CLARITY, COMMITMENT & OVERALL SUCCESSHow would you characterize the successof your organization’s current overallcontent marketing approach?How B2B Marketers Rate the Success of TheirOrganizations’ Overall Content Marketing ApproachVerySuccessfulExtremelySuccessful19%3%Not At AllSuccessful3%53%22%MinimallySuccessful2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfsModeratelySuccessfulNote: 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 Content marketers; aided list.SPONSORED BY13
CLARITY, COMMITMENT & OVERALL SUCCESSHow does the success of your organization’scurrent overall content marketing approachcompare with one year ago?How B2B Marketers Rate Their Organization’sContent Marketing Success ComparedWith One Year Ago45%28%17%Much MoreSuccessfulSomewhatMoreSuccessfulAbout theSame asOne YearAgo2017 B2B Content Marketing Trends—North America: Content Marketing Much LessSuccessful7%Does NotApply(program less thanone year old)Base Content marketers; aided list.SPONSORED BY14
CLARITY, COMMITMENT & OVERALL SUCCESSTo what factors do you attribute yourorganization’s increase in overall success?Factors Contributing to B2B Marketers’Increased Success Over the Last YearContent Creation (higherquality, more efficient)85%Strategy (developmentor adjustment)72%Content Marketing HasBecome a Greater Priority53%Spending More Time onContent Marketing53%Content Distribution (bettertargeting, identificationof what works)Management/HR (organizationalchanges, staffing, new contentmarketing roles)Content Measurement(growing in ability toshow results)2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs50%43%Other reasons cited: ContentMarketing Technologies/Tools(28%), More Budget for ContentMarketing (25%), ContentMarketing Training/Education(23%), We Have Given OurEfforts Time to Bear Fruit andAre Now Getting Results (21%),Assistance of Outside Expertise(10%), Changes in TargetAudience (7%), and Other (3%).42%Base Content marketers who said their organizations’ content marketing success is much/somewhat more successful than one year ago. Aided list; multiple responses permitted.SPONSORED BY15
CLARITY, COMMITMENT & OVERALL SUCCESSTo what factors do you attribute your organization’sstagnancy in success with content marketing?Factors Contributing to B2B Marketers’Stagnant Success Over the Last YearNot Enough Time Devotedto Content Marketing52%Content-CreationChallenges49%Strategy Issues (lack of strategy,developing/adjusting strategy)49%Management/HR(organizational changes,staffing issues)38%Content Marketing BudgetIssues (inadequate budget,budget cuts)37%Content Marketing NotPrioritized Highly EnoughContent MeasurementChallenges2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs34%Other reasons cited: ContentMarketing Technologies/Tools[lack of, or new systems thatrequire a learning curve] (24%),Lack of Content MarketingTraining/Education (22%), Lackof Adequate or Effective ContentDistribution (20%), ProgramHasn’t Had Enough Time to BearFruit/Produce Results (14%),Changes in Target Audience(5%), and Other (7%).32%Base Content marketers who said their organizations’ content marketing success isabout the same as one year ago. Aided list; multiple responses permitted.SPONSORED BY16
CLARITY, COMMITMENT & OVERALL SUCCESSTo what factors do you attribute your organization’sdecrease in success with content marketing?Factors Contributing to B2B Marketers’Decreased Success Over the Last YearNot Enough Time Devotedto Content t/HR(organizational changes,staffing issues)43%40%Strategy Issues (lack of strategy,developing/adjusting strategy)Content Marketing NotPrioritized Highly EnoughContent Marketing BudgetIssues (inadequate budget,budget cuts)2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs33%27%Other reasons cited: Changesin Target Audience (20%), Lackof Adequate or Effective ContentDistribution (20%), Lack ofContent Marketing Training/Education (20%), ContentMeasurement Challenges(13%), Content MarketingTechnologies/Tools [lack of,or new systems that require alearning curve] (10%), ProgramHasn’t Had Enough Time to BearFruit/Produce Results (10%),and Other (23%).Base Content marketers who said their organizations’ content marketing success issomewhat/much less successful than one year ago. Aided list; multiple responses permitted.SPONSORED BY17
CLARITY, COMMITMENT & OVERALL SUCCESSIndicate your level of agreement with the following statementsconcerning content marketing in your organization.B2B Marketers’ Opinions About Content Marketing Agree Neither Agree Nor DisagreeContent marketing is an important componentof our organization’s marketing program Disagree88%Our organization is focused on providing anoverall exceptional experience for our audience8% 4%78%Our organization values creativity andcraft in content creation and production13%74%Our organization is focused more on buildinglong-term relationships than on getting quick(campaign-like) results from our content marketing14%72%13%9%12%15%Our organization is focused on buildingaudiences (building one or more subscriber bases)68%17%15%Our organization has realistic expectationsabout what content marketing can achieve68%18%14%We are able to respond quickly when necessaryto adjust our content marketing strategyOur leadership team gives us ample time toproduce content marketing results2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs66%52%18%24%16%24%Base Content marketers; aided list.SPONSORED BY18
CONTENT MARKETINGSTRATEGY37% 73% 34%Have adocumentedcontent marketingstrategySay their strategyincludes a plan tooperate contentmarketing as anongoing businessprocess, notsimply a campaignSay their strategyis extremely or veryeffective at helpingtheir organizationachieve its currentcontent marketinggoalsSPONSORED BY19
CONTENT MARKETING STRATEGYDoes your organization have acontent marketing strategy?Percentage of B2B Marketers Who Havea Content Marketing StrategyYes, and it isdocumented37%4%No, with no plansto have one within12 months41%17%Yes, but it is notdocumentedNo, but plan to haveone within 12 months2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfsBase Content marketers; aided list.SPONSORED BY20
CONTENT MARKETING STRATEGYWhich of the following elements are included inyour content marketing strategy?Elements B2B Marketers Includein Their Content Marketing StrategyA plan to operate content marketingas an ongoing business process,not simply a campaign73%59%Content mission and a differentiatedstory/value to deliverDeep understanding ofaudience personas57%A process to align with other sales/marketing/loyalty initiatives55%54%Well-defined business goals for contentA measurement plan to provide bothinsight and progress towardthe business goalsThe ability to scale over time (i.e., to growalong with your organization)51%35%18%Other elementsUnsure3%2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfsBase Content marketers who have a content marketing strategy.Aided list; multiple responses permitted.SPONSORED BY21
CONTENT MARKETING STRATEGYHow effective is your content marketing strategyat helping your organization achieve its currentcontent marketing goals?How B2B Marketers Rate the Effectivenessof Their Content Marketing StrategyVeryEffective29%ExtremelyEffectiveNot At lyEffective2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfsBase Content marketers who have a content marketing strategy; aided list.SPONSORED BY22
CONTENT MARKETING STRATEGYHow effective is your content marketing strategycompared with one year ago?How B2B Marketers Rate the Effectiveness of TheirContent Marketing Strategy Compared With One Year Ago46%24%Much MoreEffective23%SomewhatMoreEffectiveAbout theSame asOne YearAgo2017 B2B Content Marketing Trends—North America: Content Marketing Much LessEffective5%Does NotApply(program less thanone year old)Base Content marketers who have a content marketing strategy; aided list.SPONSORED BY23
CONTENT MARKETINGCONTENT CREATION& DISTRIBUTION76% 71% 69%Prioritizedelivering contentquality overquantityConsider howtheir contentimpacts theoverall experiencea person has withtheir organizationFocus on creatingcontent for theiraudience versustheir brandSPONSORED BY24
CONTENT CREATION & DISTRIBUTIONWhich content marketing tools does yourorganization currently use?B2B Marketers’ Content Marketing Tool Usage79%Analytics Tools64%Dedicated Email Platform62%Editorial CalendarContent Management System56%Social Media Calendar56%Brand Style/Tone of Voice Guidelines51%Marketing Automation Software51%Buyer PersonasSocial Media Guidelines2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs47%43%Fewer than 40% of B2Bmarketers said theyuse the following tools:Measurement KPIs/Dashboard(36%), Media Plan/PaidAdvertising Calendar (32%),Editorial Mission Statement(18%), Content: Collaboration/Workflow Software (13%),Digital Asset Management(DAM) System/File Storage(11%), Content DistributionSoftware (9%), ContentPlanning/Creation Software(8%), and Other (5%).Base Content marketers. Aided list; multiple responses permitted.SPONSORED BY25
CONTENT CREATION & DISTRIBUTIONWhich techniques does your organization use togain knowledge about its target audience(s)?Techniques B2B Marketers Use to Learn AboutAudience(s) for Content Marketing Purposes58%Website Analysis57%Keyword Search50%Employee Feedback47%Competitive Analysis44%Social ListeningCustomer Feedback/PanelsA/B TestingSecondary Data Analysis2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs42%Fewer than 35% of B2Bmarketers said they usethe following techniques:Database Analysis (31%),Qualitative Primary Research(28%), Quantitative PrimaryResearch (27%), AuditingExisting Buyer Data (24%),Expert Advisory Boards (11%),Usability Testing (11%), andOther (1%). 3% said they donot use techniques.40%37%Base Content marketers. Aided list; multiple responses permitted.SPONSORED BY26
CONTENT CREATION & DISTRIBUTIONCompared with 2016, do you expect yourorganization to produce more, the same amount,or less original content in 2017?Expected Change in B2B Content Creation(2016 vs. 2017)More70%25%3%Unsure2%Less2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfsSameAmountBase Content marketers; aided list.SPONSORED BY27
CONTENT CREATION & DISTRIBUTIONWhich content marketing tactics doesyour organization use?B2B Marketers’ Content Marketing Tactic Usage83%Social Media Content80%Blogs77%Email Newsletters68%In-Person EventsEbooks/White PapersVideo ts58%2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfsAverageNumberUsed:8Fewer than 50% of B2Bmarketers said they usethe following tactics:Online Presentations (42%),Illustrations/Photos (39%),Research Reports (28%),Interactive Tools (28%), PrintMagazines (23%), DigitalMagazines (17%), Books(15%), Mobile Apps (14%),Podcasts (12%), SeparateContent Hubs (10%), Video[live-streaming media] (10%),Print Newsletters (9%),Virtual Conferences (8%),and Other (12%).Base Content marketers. Aided list; multiple responses permitted.SPONSORED BY28
CONTENT CREATION & DISTRIBUTIONWhich content marketing tactics that yourorganization uses will be most critical to its overallcontent marketing success in 2017?Tactics Used That B2B Marketers Say Will beMost Critical to Content Marketing Success in 201752%BlogsEmail Newsletters40%Social Media Content40%38%Ebooks/White Papers36%In-Person EventsWebinars/WebcastsVideo (pre-produced)32%30%2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfsFewer than 30% of B2Bmarketers whose organizationsuse the following tactics said thetactic will be critical to overallcontent marketing successin 2017: Infographics (15%),Research Reports (12%), OnlinePresentations (11%), InteractiveTools (9%), Illustrations/Photos(7%), Print Magazines (6%), DigitalMagazines (5%), Books (4%),Mobile Apps (4%), Video [livestreaming media] (4%), SeparateContent Hubs (4%), Podcasts (3%),Print Newsletters (2%), VirtualConferences (2%), and Other (4%).Base Content marketers who use the tactics shown; multiple responses permitted.SPONSORED BY29
CONTENT CREATION & DISTRIBUTIONHow often do you take the following concepts intoaccount while creating content for your organization?How Often B2B Marketers ConsiderVarious Concepts While Creating Content Always/FrequentlyPrioritize delivering contentquality over content quantity22%69%23%26%64%Differentiate our content from our competition’s58%Deliver content consistently2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs20%71%Focus on creating content for ouraudience versus our brandPrioritize providing the right contentto the right person at the right time Rarely/Never76%Consider how our content impacts the overallexperience a person has with our organizationCraft content based on specificpoints of the buyer’s journey Sometimes53%50%28%4%7%8%10%14%32%15%34%16%Base: Content marketers; aided list.SPONSORED BY30
CONTENT CREATION & DISTRIBUTIONWhich channels does your organization useto distribute content?Channels B2B Marketers Use to Distribute YouTubeGoogle Print35%30%Instagram26%SlideShare26%2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfsAverageNumberUsed:Fewer than 25% of B2Bmarketers said they usethe following channels:Pinterest (14%), Medium (6%),Snapchat (3%), iTunes (3%),Tumblr (2%), and Other (18%).6Base Content marketers. Aided list; multiple responses permitted.SPONSORED BY31
CONTENT CREATION & DISTRIBUTIONHow important is each channel your organizationuses to its overall content marketing success?Channels B2B Marketers Use to Distribute ContentRated by Importance to Overall Content Marketing tter40%SlideShare38%Facebook30%InstagramGoogle Note: Percentages comprisemarketers who rated eachchannel a 4 or 5 on a 5-pointscale where 5 ExtremelyImportant and 1 Not AtAll Important. Importanceratings for Pinterest, Medium,Snapchat, iTunes, andTumbler are not reported dueto low incidence of use.16%2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfsBase Content marketers who use the channels shown; multiple responses permitted.SPONSORED BY32
CONTENT CREATION & DISTRIBUTIONWhich paid methods of content promotion does yourorganization use in its content marketing efforts?Paid Methods B2B Marketers Use to Promote Content84%Social Promotion67%Search Engine Marketing58%Print or Other Offline Promotion55%Traditional Online Banner Ads41%Native AdvertisingContent Discovery Tools8%18%Do Not Use2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfsAverageNumberUsed:3Base Content marketers. Aided list; multiple responses permitted.SPONSORED BY33
CONTENT CREATION & DISTRIBUTIONHow effective are the paid methods of contentpromotion that your organization uses?Paid Methods B2B Marketers Use toPromote Content Rated by Effectiveness54%Search Engine Marketing50%Social Promotion35%Native Advertising27%Traditional Online Banner AdsContent Discovery Tools24%Print or Other Offline Promotion24%2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfsNote: Percentages comprisemarketers who rated each paidmethod a 4 or 5 on a 5-point scalewhere 5 Extremely Effectiveand 1 Not At All Effective. Thesurvey defined effectivenessas accomplishing your contentmarketing objectives.Base Content marketers who use the paid methods shown; multiple responses permitted.SPONSORED BY34
CONTENT MARKETINGGOALS & METRICS80% 78% 75%Will focus on leadgen as a contentmarketing goalover the next 12monthsUse website trafficto measure howwell their contentmarketing isproducing resultsCan demonstrate howcontent marketinghas increasedaudience engagementSPONSORED BY35
GOALS & METRICSWhich content marketing goals will yourorganization focus on over the next 12 months?Organizational Goals for B2B Content MarketingOver Next 12 Months80%Lead Generation79%Brand Awareness71%Engagement66%Lead Nurturing62%SalesCustomer Retention/LoyaltyBuilding an Audience viaSubscription Growth2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs56%52%Fewer than 45% of B2Bmarketers cited the followinggoals: Customer Evangelism/Creating Brand Advocates (42%),Upsell/Cross-Sell (38%), CostSavings (16%), and Other (2%).Base: Content marketers. Aided list; multiple responses permitted.SPONSORED BY36
GOALS & METRICSWhich metrics does your organization useto determine how well its content marketingis producing results?B2B Marketers’ Content Marketing Metrics Usage78%Website TrafficSales Lead Quality57%Social Media Sharing57%54%Time Spent on WebsiteHigher Conversion Rates51%SEO Ranking51%50%SalesSales Lead QuantitySubscriber/Community Growth2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs47%40%Fewer than 35% of B2B marketerssaid they use the followingmetrics: Qualitative Feedbackfrom Customers (33%), InboundLinks (32%), Data Capture (28%),Customer Renewal Rates (19%),Purchase Intent (17%), Brand Lift(15%), and Other (4%). 2% said theydo not use metrics.Base Content marketers. Aided list; multiple responses permitted.SPONSORED BY37
GOALS & METRICSWhich metrics that your organization uses provide trulymeasurable results of your content marketing efforts?Metrics Used That B2B Marketers Say ProvideTruly Measurable Results of Content Marketing Efforts42%Website Traffic34%Sales Lead Quality30%Sales27%Higher Conversion Rates25%SEO RankingSales Lead Quantity23%Time Spent on Website23%Social Media SharingSubscriber/Community Growth2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs22%21%Fewer than 15% of B2B marketers whoseorganizations use the following metricssaid the metric provides truly measurableresults of their content marketing efforts:Inbound Links (11%), Qualitative Feedbackfrom Customers (10%), Data Capture (9%),Customer Renewal Rates (8%), PurchaseIntent (5%), Brand Lift (4%), and Other (2%).9% said none of the metrics they use providetruly measurable results.Base Content marketers who use the metrics shown; multiple responses permitted.SPONSORED BY38
GOALS & METRICSAt which phases of the buyer’s journey does yourorganization measure content marketing ROI?Phases of Buyer’s Journey Where B2B MarketersMeasure Content Marketing ROI49%Top-of-funnel Lead generation Building an audience35%Mid-funnel44%Bottom-of-funnel Developing relationships withqualified leads and existing customers Conversions SalesPost-sales22% Retention Upsell/Cross-Sell Loyalty Evangelism28%Do not measurecontent marketing ROI2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfsBase Content marketers. Aided list; multiple responses permitted.SPONSORED BY39
GOALS & METRICSIndicate your level of agreement with each statementconcerning the content marketing metricsused in your organization.B2B Marketers’ Metrics Agreement StatementsI/my team can demonstrate how content marketing has Agree Neither Agree Nor Disagree DisagreeIncreased audienceengagement75%15%10%Increased ournumber of leads72%18%10%57%Increased our salesDecreased our cost ofcustomer acquisition27%2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs27%43%16%30%Base Content marketers who use metrics to determine content marketing results; aided list.SPONSORED BY40
CONTENT MARKETINGBUDGETS & SPENDING29% 39% 45%Is the averageproportion of totalmarketing budgetthat is spent oncontent marketingPlan to increasetheir contentmarketingspending over thenext 12 monthsPlan to keep theircontent marketingspending around thesame level over thenext 12 monthsSPONSORED BY41
BUDGETS & SPENDINGApproximately what percentage of your organization’stotal marketing budget (not including staff)is spent on content marketing?Percentage of Total Marketing Budget Spenton B2B Content 50-74%25-49%2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs10-24%1-9%0%UnsureBase Content marketers; aided list.SPONSORED BY42
BUDGETS & SPENDINGHow do you expect your organization’s contentmarketing budget to change in the next 12 months?B2B Content Marketing Spending(Over Next 12 Months)Increase39%14%45%Remainthe SameUnsure2%Decrease2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfsBase Content marketers; aided list.SPONSORED BY43
METHODOLOGY/DEMOGRAPHICSB2B Content Marketing: 2017 Benchmarks, Budgets, and Trends—North America was produced by Content Marketing Institute and MarketingProfsand sponsored by Brightcove.The 7th Annual Content Marketing Survey, from which the results of this report were generated, was mailed electronically to a sample of marketersincluded in lists from Content Marketing Institute, MarketingProfs, The Association for Data-driven Marketing & Advertising (ADMA), and WTWH Media.A total of 2,562 recipients from around the globe—representing a full range of industries, functional areas, and company sizes—completed the surveyduring July and August 2016. This report presents the findings from the 1,102 respondents who said they were B2B marketers in North America.B2B IndustryClassificationSize of B2B Company(by Employees)18%31%16%25%9%5%18%3%3%3%16%43%27%19%23% Micro (Fewer than 10 Employees) Small (10-99 Employees)TechnologyAgency (Advertising, Digital Marketing,Content Marketing, PR, Marcom) Manufacturing Consulting Publishing/Media Banking/Accounting/Financial Healthcare/Pharmaceuticals Engineering/Construction/Architecture OtherB2B Job Title/Function Midsize (100-999 Employees) Large (1,000 Employees)15%9%6%11% Marketing/Advertising/Communications/PR Management Corporate Management(Owner/President, CEO, CMO) Content Creation/Management Ma
This Year's B2B Content Marketing Top Performers At-A-Glance 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs 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.
