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7/30/2019 2013 Benchmarks Budgets and Trends EBriks Infotech
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B2B Cott Mt:2013 Bnchmaks, Bugts, an TnsNth Amica
SpoNSored By
http://www.brightcove.com/https://plusone.google.com/_/+1/confirm?hl=en&url=http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/&title=B2B+Content+Marketing:+2013+Benchmarks,+Budgets+and+Trendshttp://www.linkedin.com/shareArticle?mini=true&url=http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/&title=B2B+Content+Marketing:+2013+Benchmarks,+Budgets+and+Trends&summary=Download%20this%20free%20research%20from%20CMI%20and%20MarketingProfs%20to%20learn%20about%20the%20benchmarks,%20trends%20and%20budgets%20in%20B2B%20marketing%20for%202013.&source=http://mprofs.com/cm2013report%22http://twitter.com/?status=2013+Benchmarks,+Budgets+and+Trends:+FREE+B2B+Content+Marketing+Research+from+@MarketingProfs+and+@CMIContent+http://bit.ly/b2b2013reporthttp://www.facebook.com/share.php?u=http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/http://www.marketingprofs.com/?adref=cm2013reporthttp://www.brightcove.com/http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/ -
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Overview: The STaTe Of B2B COnTenT MarkeTing in nOrTh aMeriCaMore. If one word could describe content marketing at the end of 2012, that would be it. According to the latest ndings
fm th Cntnt Makting Institut an Maktingpfs, B2B makts a sning m, using m tactics, an
istibuting thi cntnt n m scial ntwks than th hav in as ast. Unftunatl, th is als m unctaint.
B2B marketers are more uncertain whether they are using various content marketing tactics eectively.
on avag, B2B makts a sning 33% f thi makting bugts n cntnt makting, which is u fm
26% last a. 54% lan n incasing cntnt makting sning nxt a.
All cntnt tactics a bing us m fquntl, with sach ts, vis, an mbil cntnt sing thlagst incass.
on avag, B2B makts a using 5 scial istibutin channls, th mst ula bing LinkIn (Twitt was thmst ula th vius 2 as).
This year, B2B marketers are most challenged with producing enough content, which is dierent from years past, when the top
challng was ucing ngaging cntnt.
W alau u f ing m an ting nw tactics, althugh w must sa w a tt su that thwing m cntnt
at custms is nt th answ. But its all at f th gss w a making as w vlv fm makting atmnts int
what a stating t lk lik B2B ublishing atmnts.
On with the content marketing revolution...
a hdlyChief Content Oicer
Maktingpfs
Jo PulzzFun & excutiv dict
Cntnt Makting Institut
http://www.brightcove.com/http://www.marketingprofs.com/?adref=cm2013reporthttp://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/http://www.marketingprofs.com/?adref=cm2013reporthttp://www.marketingprofs.com/?adref=cm2013reporthttp://www.brightcove.com/https://plusone.google.com/_/+1/confirm?hl=en&url=http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/&title=B2B+Content+Marketing:+2013+Benchmarks,+Budgets+and+Trendshttp://www.linkedin.com/shareArticle?mini=true&url=http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/&title=B2B+Content+Marketing:+2013+Benchmarks,+Budgets+and+Trends&summary=Download%20this%20free%20research%20from%20CMI%20and%20MarketingProfs%20to%20learn%20about%20the%20benchmarks,%20trends%20and%20budgets%20in%20B2B%20marketing%20for%202013.&source=http://mprofs.com/cm2013report%22http://twitter.com/?status=2013+Benchmarks,+Budgets+and+Trends:+FREE+B2B+Content+Marketing+Research+from+@MarketingProfs+and+@CMIContent+http://bit.ly/b2b2013reporthttp://www.facebook.com/share.php?u=http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/http://www.brightcove.com/http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/ -
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Percentage of B2B RespondentsUsing Content Marketing
91%use contentmarketing
9%do notuse contentmarketing
2013 B2B Content Marketing BenchmarksNorth America: CMI/MarketingProfs
91% of B2B marketers use content marketing.
http://www.brightcove.com/http://www.marketingprofs.com/?adref=cm2013reporthttp://www.brightcove.com/https://plusone.google.com/_/+1/confirm?hl=en&url=http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/&title=B2B+Content+Marketing:+2013+Benchmarks,+Budgets+and+Trendshttp://www.linkedin.com/shareArticle?mini=true&url=http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/&title=B2B+Content+Marketing:+2013+Benchmarks,+Budgets+and+Trends&summary=Download%20this%20free%20research%20from%20CMI%20and%20MarketingProfs%20to%20learn%20about%20the%20benchmarks,%20trends%20and%20budgets%20in%20B2B%20marketing%20for%202013.&source=http://mprofs.com/cm2013report%22http://twitter.com/?status=2013+Benchmarks,+Budgets+and+Trends:+FREE+B2B+Content+Marketing+Research+from+@MarketingProfs+and+@CMIContent+http://bit.ly/b2b2013reporthttp://www.facebook.com/share.php?u=http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/http://www.brightcove.com/http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/ -
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B2B marketers use an average of 12 contentmarketing tactics.
In gnal, th lag th cman,th m tactics us. Cmaniswith 10,000 m mls usan avag f 18 tactics, whil thsmallst cmanis us an avagf 11.
Average Number of TacticsB2B Marketers Use
11%
14%
19%
28%
0 10 20 30 40
7%
20+ Tactics
16-19 Tactics
13-15 Tactics
20%10-12 Tactics
5-9 Tactics
1-4 Tactics Average: 12
2013 B2B Content Marketing BenchmarksNorth America: CMI/MarketingProfs
http://www.brightcove.com/http://www.marketingprofs.com/?adref=cm2013reporthttp://www.brightcove.com/https://plusone.google.com/_/+1/confirm?hl=en&url=http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/&title=B2B+Content+Marketing:+2013+Benchmarks,+Budgets+and+Trendshttp://www.linkedin.com/shareArticle?mini=true&url=http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/&title=B2B+Content+Marketing:+2013+Benchmarks,+Budgets+and+Trends&summary=Download%20this%20free%20research%20from%20CMI%20and%20MarketingProfs%20to%20learn%20about%20the%20benchmarks,%20trends%20and%20budgets%20in%20B2B%20marketing%20for%202013.&source=http://mprofs.com/cm2013report%22http://twitter.com/?status=2013+Benchmarks,+Budgets+and+Trends:+FREE+B2B+Content+Marketing+Research+from+@MarketingProfs+and+@CMIContent+http://bit.ly/b2b2013reporthttp://www.facebook.com/share.php?u=http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/ -
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B2B Content Marketing Usage
(by Tactic)
0
20
40
60
80
100
SocialMedia
Other
thanBlogs
ArticlesonYourWebsite
eNewsletters
Blogs
CaseStudies
Videos
ArticlesonOtherWe
bsites
In-personEvents
WhitePapers
Webinars/Webcasts
ResearchReports
Microsites
Infographics
BrandedContentTools
MobileContent
eBooks
PrintMagazines
Books
VirtualConferences
Podcasts
MobileApps
DigitalMagazines
PrintNewsletters
AnnualReports
Licensed/Syndicated
Content
Games/Gamification
87%
83%
77%78%
70%70%69%
61%59%
44%
40%38%38%
33%32%31%
29%28%27%
26%
26%25%24%
20%
11%
71%
Scial mia is nw th mst ulacntnt makting tactic, knckingaticls ut f th numb n st.
Th us f all tactics has isn acssth ba, with n xctin: pintmagazin us has sta th sam at 31%.
2013 B2B Content Marketing BenchmarksNorth America: CMI/MarketingProfs
http://www.brightcove.com/http://www.marketingprofs.com/?adref=cm2013reporthttp://www.brightcove.com/https://plusone.google.com/_/+1/confirm?hl=en&url=http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/&title=B2B+Content+Marketing:+2013+Benchmarks,+Budgets+and+Trendshttp://www.linkedin.com/shareArticle?mini=true&url=http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/&title=B2B+Content+Marketing:+2013+Benchmarks,+Budgets+and+Trends&summary=Download%20this%20free%20research%20from%20CMI%20and%20MarketingProfs%20to%20learn%20about%20the%20benchmarks,%20trends%20and%20budgets%20in%20B2B%20marketing%20for%202013.&source=http://mprofs.com/cm2013report%22http://twitter.com/?status=2013+Benchmarks,+Budgets+and+Trends:+FREE+B2B+Content+Marketing+Research+from+@MarketingProfs+and+@CMIContent+http://bit.ly/b2b2013reporthttp://www.facebook.com/share.php?u=http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/http://www.brightcove.com/http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/ -
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Th biggst jums in tactics havbn in th us f:
rsach rts
Vis
Mbil Cntnt
Vitual Cnfncs
2013 B2B Content Marketing BenchmarksNorth America: CMI/MarketingProfs
The use of certain B2B content marketing tacticshas risen greatly.
http://www.brightcove.com/http://www.marketingprofs.com/?adref=cm2013reporthttp://www.brightcove.com/https://plusone.google.com/_/+1/confirm?hl=en&url=http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/&title=B2B+Content+Marketing:+2013+Benchmarks,+Budgets+and+Trendshttp://www.linkedin.com/shareArticle?mini=true&url=http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/&title=B2B+Content+Marketing:+2013+Benchmarks,+Budgets+and+Trends&summary=Download%20this%20free%20research%20from%20CMI%20and%20MarketingProfs%20to%20learn%20about%20the%20benchmarks,%20trends%20and%20budgets%20in%20B2B%20marketing%20for%202013.&source=http://mprofs.com/cm2013report%22http://twitter.com/?status=2013+Benchmarks,+Budgets+and+Trends:+FREE+B2B+Content+Marketing+Research+from+@MarketingProfs+and+@CMIContent+http://bit.ly/b2b2013reporthttp://www.facebook.com/share.php?u=http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/http://www.brightcove.com/http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/ -
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Confidence GapEffectiveness Ratings of Tactics Among B2B Users
67% 33%
36%
39%
41%
42%
42%
43%
43%
45%
47%
50%
50%
64%
61%
59%
58%
58%
57%
57%
55%
53%
50%
50%
Believe Its Effective Believe Its Less Effective
100 90 80 70 60 50 40 30 20 10 10 20 30 40 50 60 70 80 90 100
In-person Events
Case Studies
Webinars/Webcasts
Blogs
Videos
eNewsletters
Research Reports
White Papers
eBooks
Microsites
Articles on Your Website
Articles on Other Websites
B2B makts cntinu t at in-snevents as the most eective tactic they use.
Cas stuis hav inch slightl astwebinars/webcasts in terms of eectiveness,whil blgs hav inch slightl astvis.
Scial mia just miss th list f ttactics in terms of eectiveness, with 49%rating it eective or very eective.
2013 B2B Content Marketing BenchmarksNorth America: CMI/MarketingProfs
COnTenT MarkeTing TaCTiC effeCTiveneSS
http://www.brightcove.com/http://www.marketingprofs.com/?adref=cm2013reporthttp://www.brightcove.com/https://plusone.google.com/_/+1/confirm?hl=en&url=http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/&title=B2B+Content+Marketing:+2013+Benchmarks,+Budgets+and+Trendshttp://www.linkedin.com/shareArticle?mini=true&url=http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/&title=B2B+Content+Marketing:+2013+Benchmarks,+Budgets+and+Trends&summary=Download%20this%20free%20research%20from%20CMI%20and%20MarketingProfs%20to%20learn%20about%20the%20benchmarks,%20trends%20and%20budgets%20in%20B2B%20marketing%20for%202013.&source=http://mprofs.com/cm2013report%22http://twitter.com/?status=2013+Benchmarks,+Budgets+and+Trends:+FREE+B2B+Content+Marketing+Research+from+@MarketingProfs+and+@CMIContent+http://bit.ly/b2b2013reporthttp://www.facebook.com/share.php?u=http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/http://www.brightcove.com/http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/ -
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Percentage of B2B Marketers UsingSocial Media to Distribute Content
2012 2011
0 10 20 30 40 50 60 70 80 90
87%
74%
More B2B marketers are using social media todistribute content.
2013 B2B Content Marketing BenchmarksNorth America: CMI/MarketingProfs
http://www.brightcove.com/http://www.marketingprofs.com/?adref=cm2013reporthttp://www.brightcove.com/https://plusone.google.com/_/+1/confirm?hl=en&url=http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/&title=B2B+Content+Marketing:+2013+Benchmarks,+Budgets+and+Trendshttp://www.linkedin.com/shareArticle?mini=true&url=http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/&title=B2B+Content+Marketing:+2013+Benchmarks,+Budgets+and+Trends&summary=Download%20this%20free%20research%20from%20CMI%20and%20MarketingProfs%20to%20learn%20about%20the%20benchmarks,%20trends%20and%20budgets%20in%20B2B%20marketing%20for%202013.&source=http://mprofs.com/cm2013report%22http://twitter.com/?status=2013+Benchmarks,+Budgets+and+Trends:+FREE+B2B+Content+Marketing+Research+from+@MarketingProfs+and+@CMIContent+http://bit.ly/b2b2013reporthttp://www.facebook.com/share.php?u=http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/http://www.brightcove.com/http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/ -
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0 20 40 60 80 100
83%71%
74%
70%
56%
13%
20%
10%
80%
80%
61%
39%
26%N/A
N/A
N/A
N/A
N/A
N/A
N/A
12%
23%
10%
10%
8%
7%
7%
6%
LinkedIn
Twitter
Facebook
YouTube
Google+
Pinterest
SlideShare
Vimeo
Flickr
StumbleUpon
Foursquare
Instagram
Tumblr
Quora
B2B
2012 2011
B2B makts us an avag f 5 scialmia sits t istibut cntnt.
LinkIn has bum Twitt ut fth t st as th sit B2B makts us
mst t istibut cntnt.
pintst is bing us b m than25% f B2B makts.
2013 B2B Content Marketing BenchmarksNorth America: CMI/MarketingProfs
http://www.brightcove.com/http://www.marketingprofs.com/?adref=cm2013reporthttp://www.brightcove.com/https://plusone.google.com/_/+1/confirm?hl=en&url=http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/&title=B2B+Content+Marketing:+2013+Benchmarks,+Budgets+and+Trendshttp://www.linkedin.com/shareArticle?mini=true&url=http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/&title=B2B+Content+Marketing:+2013+Benchmarks,+Budgets+and+Trends&summary=Download%20this%20free%20research%20from%20CMI%20and%20MarketingProfs%20to%20learn%20about%20the%20benchmarks,%20trends%20and%20budgets%20in%20B2B%20marketing%20for%202013.&source=http://mprofs.com/cm2013report%22http://twitter.com/?status=2013+Benchmarks,+Budgets+and+Trends:+FREE+B2B+Content+Marketing+Research+from+@MarketingProfs+and+@CMIContent+http://bit.ly/b2b2013reporthttp://www.facebook.com/share.php?u=http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/http://www.brightcove.com/http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/ -
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Organizational Goals forB2B Content Marketing
79%
74%
71%
64%
64%
63%
60%
45%
43%
Brand Awareness
Customer Acquisition
Lead Generation
Customer Retention/Loyalty
Thought Leadership
Engagement
Website Traffic
Sales
Lead Management/Nurturing
100 20 30 40 50 60 70 80 90 100
Ban awanss, custm acquisitin,
an la gnatin main th tB2B cntnt makting gals.
Cma with last a, m B2B maktsa using cntnt makting t achiv all fths gals, with n xctin: Slightl fwa using cntnt makting t gnat sals.
More B2B marketers are using content marketingto achieve organizational goals.
2013 B2B Content Marketing BenchmarksNorth America: CMI/MarketingProfs
http://www.brightcove.com/http://www.marketingprofs.com/?adref=cm2013reporthttp://www.brightcove.com/https://plusone.google.com/_/+1/confirm?hl=en&url=http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/&title=B2B+Content+Marketing:+2013+Benchmarks,+Budgets+and+Trendshttp://www.linkedin.com/shareArticle?mini=true&url=http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/&title=B2B+Content+Marketing:+2013+Benchmarks,+Budgets+and+Trends&summary=Download%20this%20free%20research%20from%20CMI%20and%20MarketingProfs%20to%20learn%20about%20the%20benchmarks,%20trends%20and%20budgets%20in%20B2B%20marketing%20for%202013.&source=http://mprofs.com/cm2013report%22http://twitter.com/?status=2013+Benchmarks,+Budgets+and+Trends:+FREE+B2B+Content+Marketing+Research+from+@MarketingProfs+and+@CMIContent+http://bit.ly/b2b2013reporthttp://www.facebook.com/share.php?u=http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/http://www.brightcove.com/http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/ -
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B2B Content Marketing Spending(Over Next 12 Months)
9%
45%
SignificantlyIncrease
Decrease
34%
Remain theSame
2%
Unsure10%
Increase
More than half of B2B marketers plan to increase theircontent marketing budget over the next 12 months.
54% f B2B makts sa th will incasthi cntnt makting sning.
2013 B2B Content Marketing BenchmarksNorth America: CMI/MarketingProfs
http://www.brightcove.com/http://www.marketingprofs.com/?adref=cm2013reporthttp://www.brightcove.com/https://plusone.google.com/_/+1/confirm?hl=en&url=http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/&title=B2B+Content+Marketing:+2013+Benchmarks,+Budgets+and+Trendshttp://www.linkedin.com/shareArticle?mini=true&url=http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/&title=B2B+Content+Marketing:+2013+Benchmarks,+Budgets+and+Trends&summary=Download%20this%20free%20research%20from%20CMI%20and%20MarketingProfs%20to%20learn%20about%20the%20benchmarks,%20trends%20and%20budgets%20in%20B2B%20marketing%20for%202013.&source=http://mprofs.com/cm2013report%22http://twitter.com/?status=2013+Benchmarks,+Budgets+and+Trends:+FREE+B2B+Content+Marketing+Research+from+@MarketingProfs+and+@CMIContent+http://bit.ly/b2b2013reporthttp://www.facebook.com/share.php?u=http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/http://www.brightcove.com/http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/ -
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Total Marketing Budget Spenton B2B Content Marketing
42%
34%
26%
23%
20%
31%
2012
2011
22%
24%
0 10 20 30 40 50 60
Micro (Fewer Than 10 Employees)
Small (10-99 Employees)
26%
33%Overall
Midsize (100-999 Employees)
Large (1000+ Employees)
Th avag amunt f makting bugtsnt n B2B cntnt makting is 33%,u fm 26% in 2011.
Mst cmanis a sning m nB2B cntnt makting, with th xctin
f misiz cmanis, which a sningslightl lss.
2013 B2B Content Marketing BenchmarksNorth America: CMI/MarketingProfs
33% of B2B marketing budgets are now allocatedto content marketing.
http://www.brightcove.com/http://www.marketingprofs.com/?adref=cm2013reporthttp://www.brightcove.com/https://plusone.google.com/_/+1/confirm?hl=en&url=http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/&title=B2B+Content+Marketing:+2013+Benchmarks,+Budgets+and+Trendshttp://www.linkedin.com/shareArticle?mini=true&url=http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/&title=B2B+Content+Marketing:+2013+Benchmarks,+Budgets+and+Trends&summary=Download%20this%20free%20research%20from%20CMI%20and%20MarketingProfs%20to%20learn%20about%20the%20benchmarks,%20trends%20and%20budgets%20in%20B2B%20marketing%20for%202013.&source=http://mprofs.com/cm2013report%22http://twitter.com/?status=2013+Benchmarks,+Budgets+and+Trends:+FREE+B2B+Content+Marketing+Research+from+@MarketingProfs+and+@CMIContent+http://bit.ly/b2b2013reporthttp://www.facebook.com/share.php?u=http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/http://www.brightcove.com/http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/ -
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Insourcing vs. Outsourcingof B2B Content Creation
56%
38%
4%
58%
1%
2012
2011
43%
0 10 20 30 40 50 60 70
In-House Only
Outsourced Only
Both
More companies are creating B2B marketing
content in-house.
B2B makts still us a cmbinatin finsucing an utsucing t cat cntnt,but th a utsucing it lss fquntl.
Th numb f B2B makts catingcntnt in-hus has isn b 18 cntagints.
2013 B2B Content Marketing BenchmarksNorth America: CMI/MarketingProfs
http://www.brightcove.com/http://www.marketingprofs.com/?adref=cm2013reporthttp://www.brightcove.com/https://plusone.google.com/_/+1/confirm?hl=en&url=http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/&title=B2B+Content+Marketing:+2013+Benchmarks,+Budgets+and+Trendshttp://www.linkedin.com/shareArticle?mini=true&url=http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/&title=B2B+Content+Marketing:+2013+Benchmarks,+Budgets+and+Trends&summary=Download%20this%20free%20research%20from%20CMI%20and%20MarketingProfs%20to%20learn%20about%20the%20benchmarks,%20trends%20and%20budgets%20in%20B2B%20marketing%20for%202013.&source=http://mprofs.com/cm2013report%22http://twitter.com/?status=2013+Benchmarks,+Budgets+and+Trends:+FREE+B2B+Content+Marketing+Research+from+@MarketingProfs+and+@CMIContent+http://bit.ly/b2b2013reporthttp://www.facebook.com/share.php?u=http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/http://www.brightcove.com/http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/ -
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Percentage of Companies thatOutsource B2B Content Creation
33%
53%
60%
62%
74%
42%
2012
2011
53%
65%
0 10 20 30 40 50 60 70 80
Micro (Fewer Than 10 Employees)
Small (10-99 Employees)
58%
44%Average
Midsize (100-999 Employees)
Large (1000+ Employees)
Th lag th cman, th m liklit is t utsuc cntnt catin;nvthlss, vn amng lagcmanis, fw a utsucing.
2013 B2B Content Marketing BenchmarksNorth America: CMI/MarketingProfs
On average, 44% of companies outsource
B2B content creation.
http://www.brightcove.com/http://www.marketingprofs.com/?adref=cm2013reporthttp://www.brightcove.com/https://plusone.google.com/_/+1/confirm?hl=en&url=http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/&title=B2B+Content+Marketing:+2013+Benchmarks,+Budgets+and+Trendshttp://www.linkedin.com/shareArticle?mini=true&url=http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/&title=B2B+Content+Marketing:+2013+Benchmarks,+Budgets+and+Trends&summary=Download%20this%20free%20research%20from%20CMI%20and%20MarketingProfs%20to%20learn%20about%20the%20benchmarks,%20trends%20and%20budgets%20in%20B2B%20marketing%20for%202013.&source=http://mprofs.com/cm2013report%22http://twitter.com/?status=2013+Benchmarks,+Budgets+and+Trends:+FREE+B2B+Content+Marketing+Research+from+@MarketingProfs+and+@CMIContent+http://bit.ly/b2b2013reporthttp://www.facebook.com/share.php?u=http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/http://www.brightcove.com/http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/ -
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How B2B Organizations Tailor Content
59%
57%
51%
39%
12%
52%
20122011
42%
0 10 20 30 40 50 60 70 80
Profile of Individual Decision Makers
Company Characteristics
8%None
Stage in the Buying Cycle
N/A
23%Personalized Content Preferences
Nearly all B2B marketers segment their content.
91% of B2B content marketerstail thi cntnt in at last nwa, cma with 88% last a.
2013 B2B Content Marketing BenchmarksNorth America: CMI/MarketingProfs
http://www.brightcove.com/http://www.marketingprofs.com/?adref=cm2013reporthttp://www.brightcove.com/https://plusone.google.com/_/+1/confirm?hl=en&url=http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/&title=B2B+Content+Marketing:+2013+Benchmarks,+Budgets+and+Trendshttp://www.linkedin.com/shareArticle?mini=true&url=http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/&title=B2B+Content+Marketing:+2013+Benchmarks,+Budgets+and+Trends&summary=Download%20this%20free%20research%20from%20CMI%20and%20MarketingProfs%20to%20learn%20about%20the%20benchmarks,%20trends%20and%20budgets%20in%20B2B%20marketing%20for%202013.&source=http://mprofs.com/cm2013report%22http://twitter.com/?status=2013+Benchmarks,+Budgets+and+Trends:+FREE+B2B+Content+Marketing+Research+from+@MarketingProfs+and+@CMIContent+http://bit.ly/b2b2013reporthttp://www.facebook.com/share.php?u=http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/http://www.brightcove.com/http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/ -
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Challenges thatB2B Content Marketers Face
64%
52%
14%
Producing Enough Content
Producing the Kind of Content that Engages
39%Lack of Budget
22%Lack of Buy-in/Vision
26%Lack of Knowledge, Training, and Resources
45%Producing a Variety of Content
33%Inability to Measure Content Effectiveness
Finding Trained Content Marketing Professionals
25%Lack of Integration Across Marketing
100 20 30 40 50 60 70 80 90 100
Producing enough content is now the #1 challenge
faced by B2B content marketers.
64% f B2B cntnt makts sath a challng with ucingnugh cntnt.
2013 B2B Content Marketing BenchmarksNorth America: CMI/MarketingProfs
http://www.brightcove.com/http://www.marketingprofs.com/?adref=cm2013reporthttp://www.brightcove.com/https://plusone.google.com/_/+1/confirm?hl=en&url=http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/&title=B2B+Content+Marketing:+2013+Benchmarks,+Budgets+and+Trendshttp://www.linkedin.com/shareArticle?mini=true&url=http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/&title=B2B+Content+Marketing:+2013+Benchmarks,+Budgets+and+Trends&summary=Download%20this%20free%20research%20from%20CMI%20and%20MarketingProfs%20to%20learn%20about%20the%20benchmarks,%20trends%20and%20budgets%20in%20B2B%20marketing%20for%202013.&source=http://mprofs.com/cm2013report%22http://twitter.com/?status=2013+Benchmarks,+Budgets+and+Trends:+FREE+B2B+Content+Marketing+Research+from+@MarketingProfs+and+@CMIContent+http://bit.ly/b2b2013reporthttp://www.facebook.com/share.php?u=http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/http://www.brightcove.com/http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/ -
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Biggest B2BContent Marketing Challenge
29%
20%
41%
18%
12%
18%
2012 2011
14%
7%
0 10 20 30 40 50 60
Producing Enough Content
Producing the Kind of Content that Engages
N/A
N/A
6%Lack of Knowledge, Training, and Resources
Lack of Budget
Lack of Buy-in/Vision
7%5%Producing a Variety of Content
5%Inability to Measure Content Effectiveness
N/A
4%Lack of Integration Across Marketing
N/A
2%Finding Trained Content Marketing Professionals
Producing enough content has surpassedproducing the kind of content that engagesas th t challng fac.
pucing cntnt that ngags is still a
challng; hwv, th numb fmakts wh sai it was thi biggestchallng cas b 23 cntag ints.
M high-us a buing int cntntmakting, an lack f bugt is nt as muchf a challng as it was last a.
2013 B2B Content Marketing BenchmarksNorth America: CMI/MarketingProfs
http://www.brightcove.com/http://www.marketingprofs.com/?adref=cm2013reporthttp://www.brightcove.com/https://plusone.google.com/_/+1/confirm?hl=en&url=http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/&title=B2B+Content+Marketing:+2013+Benchmarks,+Budgets+and+Trendshttp://www.linkedin.com/shareArticle?mini=true&url=http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/&title=B2B+Content+Marketing:+2013+Benchmarks,+Budgets+and+Trends&summary=Download%20this%20free%20research%20from%20CMI%20and%20MarketingProfs%20to%20learn%20about%20the%20benchmarks,%20trends%20and%20budgets%20in%20B2B%20marketing%20for%202013.&source=http://mprofs.com/cm2013report%22http://twitter.com/?status=2013+Benchmarks,+Budgets+and+Trends:+FREE+B2B+Content+Marketing+Research+from+@MarketingProfs+and+@CMIContent+http://bit.ly/b2b2013reporthttp://www.facebook.com/share.php?u=http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/http://www.brightcove.com/http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/ -
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How B2B Marketers Rate theEffectiveness of Their Organizations
Use of Content Marketing
6%
30%
45%
15%
2%
Very Effective
Not At All Effective
100 20 30 40 50 60 70 80 90 100
5
4
3
2
1
Just 36% of B2B marketers believe they are eective
at content marketing.
Last a, 40% f B2B maktsidentied their content marketingas Eective or Very Eective(dened as an answer of 4 or 5 on ascal f 1 t 5).
2013 B2B Content Marketing BenchmarksNorth America: CMI/MarketingProfs
http://www.brightcove.com/http://www.marketingprofs.com/?adref=cm2013reporthttp://www.brightcove.com/https://plusone.google.com/_/+1/confirm?hl=en&url=http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/&title=B2B+Content+Marketing:+2013+Benchmarks,+Budgets+and+Trendshttp://www.linkedin.com/shareArticle?mini=true&url=http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/&title=B2B+Content+Marketing:+2013+Benchmarks,+Budgets+and+Trends&summary=Download%20this%20free%20research%20from%20CMI%20and%20MarketingProfs%20to%20learn%20about%20the%20benchmarks,%20trends%20and%20budgets%20in%20B2B%20marketing%20for%202013.&source=http://mprofs.com/cm2013report%22http://twitter.com/?status=2013+Benchmarks,+Budgets+and+Trends:+FREE+B2B+Content+Marketing+Research+from+@MarketingProfs+and+@CMIContent+http://bit.ly/b2b2013reporthttp://www.facebook.com/share.php?u=http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/http://www.brightcove.com/http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/ -
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Prole of a best-in-class B2B content marketer.
Comparison of Most Effective B2B Content Marketerswith Least Effective B2B Content Marketers
Percentage of marketing budgetallocated to content marketing
Average number of tactics used
Average number ofsocial platforms used
Percentage that plans to increasecontent marketing spend next year
Tailor content to profile of
decision makerChallenged with producingengaging content
Challenged with lack of buy-in/visionfrom higher-ups
Most Effective Overall/Average Least Effective
46% 33% 16%
14 12 8
6 5 3
54% 54% 53%
71% 59% 41%
39% 52% 70%
12% 22% 14%
2013 B2B Content Marketing BenchmarksNorth America: CMI/MarketingProfs
http://www.brightcove.com/http://www.marketingprofs.com/?adref=cm2013reporthttp://www.brightcove.com/https://plusone.google.com/_/+1/confirm?hl=en&url=http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/&title=B2B+Content+Marketing:+2013+Benchmarks,+Budgets+and+Trendshttp://www.linkedin.com/shareArticle?mini=true&url=http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/&title=B2B+Content+Marketing:+2013+Benchmarks,+Budgets+and+Trends&summary=Download%20this%20free%20research%20from%20CMI%20and%20MarketingProfs%20to%20learn%20about%20the%20benchmarks,%20trends%20and%20budgets%20in%20B2B%20marketing%20for%202013.&source=http://mprofs.com/cm2013report%22http://twitter.com/?status=2013+Benchmarks,+Budgets+and+Trends:+FREE+B2B+Content+Marketing+Research+from+@MarketingProfs+and+@CMIContent+http://bit.ly/b2b2013reporthttp://www.facebook.com/share.php?u=http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/http://www.brightcove.com/http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/ -
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Prole of a best-in-class B2B content marketer.
The most efective B2B content marketers:
Sn a high cntag f thi makting bugt n cntnt makting (nt,hwv, that slightl v half f B2B makts acss all gus lan t incascntnt makting sn nxt a)
Us m tactics an istibut cntnt n m scial ntwks
Tailor content to specic proles/personas much more frequently
A fa lss challng in tms f ucing ngaging cntnt
A lss challng b lack f bu-in/visin fm high-us
http://www.brightcove.com/http://www.marketingprofs.com/?adref=cm2013reporthttp://www.brightcove.com/https://plusone.google.com/_/+1/confirm?hl=en&url=http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/&title=B2B+Content+Marketing:+2013+Benchmarks,+Budgets+and+Trendshttp://www.linkedin.com/shareArticle?mini=true&url=http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/&title=B2B+Content+Marketing:+2013+Benchmarks,+Budgets+and+Trends&summary=Download%20this%20free%20research%20from%20CMI%20and%20MarketingProfs%20to%20learn%20about%20the%20benchmarks,%20trends%20and%20budgets%20in%20B2B%20marketing%20for%202013.&source=http://mprofs.com/cm2013report%22http://twitter.com/?status=2013+Benchmarks,+Budgets+and+Trends:+FREE+B2B+Content+Marketing+Research+from+@MarketingProfs+and+@CMIContent+http://bit.ly/b2b2013reporthttp://www.facebook.com/share.php?u=http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/http://www.brightcove.com/http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/ -
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B2B Content Marketing: 2013 Benchmarks, Budgets, and TrendsNorth Americawas uc b
Cntnt Makting Institut an Maktingpfs an sns b Bightcv. Th suv was mail
lctnicall t a saml f B2B makts fm amng mmbs an subscibs f Maktingpfs
an Cntnt Makting Institut. A ttal f 1,416 sn fm Nth Amican cmanis in August
2012, snting a full ang f inustis, functinal aas, an cman sizs.
B2B Industry Classification
Advertising/Marketing
25%
Other
22%
Consulting
Soware
Manufacturing
Internet/OnlineServices
Publishing/Media
12%
12%
6%
6%5%
5%
4%
3%
Business
Services (Other)
Healthcare/Medical/Pharmaceutical
Banking/Accounting/Financial
Size of B2B Company(by Employees)
Micro(Fewer than
10 Employees)
39%
Small(10-99 Employees)
28%
Midsize(100-999
Employees)
Large(1000+ Employees)
17%
5%
B2B Job Title/Function
Advertising/MarketingCommunications/PR
37%
CorporateManagement/Owner
ContentCreation/Management
31%
7%
Other3%
Marketing
Administration/Support
6%
SalesAdministration/
Support
1%
Website/TechnologyProgrammer
1%
6%
5%
Consultant
Sales/BusinessManagement
5%
GeneralManagement
http://www.brightcove.com/http://www.marketingprofs.com/?adref=cm2013reporthttp://www.brightcove.com/https://plusone.google.com/_/+1/confirm?hl=en&url=http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/&title=B2B+Content+Marketing:+2013+Benchmarks,+Budgets+and+Trendshttp://www.linkedin.com/shareArticle?mini=true&url=http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/&title=B2B+Content+Marketing:+2013+Benchmarks,+Budgets+and+Trends&summary=Download%20this%20free%20research%20from%20CMI%20and%20MarketingProfs%20to%20learn%20about%20the%20benchmarks,%20trends%20and%20budgets%20in%20B2B%20marketing%20for%202013.&source=http://mprofs.com/cm2013report%22http://twitter.com/?status=2013+Benchmarks,+Budgets+and+Trends:+FREE+B2B+Content+Marketing+Research+from+@MarketingProfs+and+@CMIContent+http://bit.ly/b2b2013reporthttp://www.facebook.com/share.php?u=http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/http://www.brightcove.com/http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/ -
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About Content Marketing Institute:
Cntnt Makting Institut (CMI) is th laing glbal cntnt makting ucatin an taining ganizatin.CMI tachs ntis bans hw t attact an tain custms thugh cmlling, multi-channlsttlling. CMIs Cntnt Makting Wl vnt is th lagst cntnt makting-fcus vnt. CMI
als ucs th quatl magazin Chief Content Oicer, an vis statgic cnsulting an cntntmakting sach f sm f th bst-knwn bans in th wl. Gt m cntnt makting sucs atCntntMaktingInstitut.cm . CMI is a ivisin f Z Squa Mia, a 2012 Inc. 500 cman.
About MarketingProfs:
Maktingpfs is a professional development resource that oers actionable know-how designed to makeu a smat makt. M than 423,000 Maktingpfs subscibs l n us t sta u-t-at n thmst imtant tns in maktingfm scial mia an cntnt makting t la gnatin an mailmakting. Maktingpfs livs nhanc fssinal vlmnt taining via nlin sminas ansht wbcasts, in-th hw-t ts, sach, intactiv lanning tls, nlin cuss, an in-snvnts. Subscib t u actinabl ail nwsltt at Maktingpfs.cm.
About Brightcove:
Bightcv Inc. (NASDAQ: BCOV), a leading global provider of cloud content services, oers a family ofucts us t ublish an istibut th wls fssinal igital mia. Th cmans ucts
inclu Vi Clu, th makt-laing nlin vi latfm, A Clu, a ining cntnt a latfm,an Znc, a laing clu-bas mia cssing svic an HTML5 vi la tchnlg vi.Bightcv has m than 4,650 custms in v 50 cuntis that l n Bightcv clu cntnt svicst buil an at mia xincs acss pCs, smathns, tablts, an cnnct TVs. F minfmatin, visithtt://www.bightcv.cm.
http://www.brightcove.com/http://contentmarketinginstitute.com/http://contentmarketingworld.com/http://www.contentmarketinginstitute.com/chief-content-officer/http://contentmarketinginstitute.com/http://www.marketingprofs.com/?adref=cm2013reporthttp://www.marketingprofs.com/?adref=cm2013reporthttp://www.brightcove.com/http://www.brightcove.com/http://www.brightcove.com/http://www.brightcove.com/http://www.brightcove.com/http://www.marketingprofs.com/?adref=cm2013reporthttp://www.marketingprofs.com/?adref=cm2013reporthttp://contentmarketinginstitute.com/http://www.contentmarketinginstitute.com/chief-content-officer/http://contentmarketingworld.com/http://contentmarketinginstitute.com/http://www.marketingprofs.com/?adref=cm2013reporthttp://www.brightcove.com/https://plusone.google.com/_/+1/confirm?hl=en&url=http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/&title=B2B+Content+Marketing:+2013+Benchmarks,+Budgets+and+Trendshttp://www.linkedin.com/shareArticle?mini=true&url=http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/&title=B2B+Content+Marketing:+2013+Benchmarks,+Budgets+and+Trends&summary=Download%20this%20free%20research%20from%20CMI%20and%20MarketingProfs%20to%20learn%20about%20the%20benchmarks,%20trends%20and%20budgets%20in%20B2B%20marketing%20for%202013.&source=http://mprofs.com/cm2013report%22http://twitter.com/?status=2013+Benchmarks,+Budgets+and+Trends:+FREE+B2B+Content+Marketing+Research+from+@MarketingProfs+and+@CMIContent+http://bit.ly/b2b2013reporthttp://www.facebook.com/share.php?u=http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/http://www.brightcove.com/http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/