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Welcome to B2B Enterprise Content Marketing: 2015 Benchmarks, Budgets, and Trends—North America.
Here we look at how the content marketing practices of enterprise marketers (1,000+ employees)
have changed since last year and how they compare with other B2B marketers.
Of all the groups of marketers we’ve studied over the last year, enterprise marketers:
 Use the most content marketing tactics
 Target the most audiences
 Are the most likely to be organized into a formal group
 Are the most likely to report to product marketing
 Have the most difficulty with tracking the ROI of their content marketing programs.
Enterprise marketers are producing less content than they did last year, but they’re allocating
nearly as much budget for content marketing. Nearly 90% are focused on creating more engaging,
higher-quality content over the next 12 months.
These are exciting times for content marketing. We’re thrilled to be with you on the journey
research  effectiveness  strategy  accountability  metrics  eventmarketing  onlinevideo  casestudies  whitepapers  emailmarketing  webinars  microsite  Infographic  blogging  LinkedIn  Twitter  Youtube  Facebook  Google+  Slideshare  frequency  onlineadvertising  searchmarketing  printadvertising  nativeadvertising  spend  USA  MarketingProfs  ContentMarketingInstitute  Marketo  2015  contentmarketing 
november 2015 by inspiral
B2B Content Marketing: 2015 Benchmarks, Budgets, and Trends— North America
 70% of B2B marketers are creating more content than they did one year ago, even those who say they are
least effective (58%) and those without any type of strategy (56%).
 Measurement is a key area where B2B marketers are struggling: Only 21% say they are successful at tracking ROI; however, having a documented strategy helps (35% of those with a strategy say they are successful).
 Once again, infographics was the tactic that had the greatest increase in usage (from 51% last year to 62% this year).
 94% of B2B marketers use LinkedIn to distribute content, making it the social media platform used most often (they also say it’s the most effective social media platform).
 58% of B2B marketers use search engine marketing, making it the paid method used most often to promote/distribute content (they also say it’s the most effective paid method).
 More B2B marketers say they are challenged with finding trained content marketing professionals this year (32%) than last year (10%).
B2B  research  usage  effectiveness  metrics  socialmedia  LinkedIn  Twitter  Youtube  Facebook  Vimeo  Google+  SlideShare  Pinterest  Instagram  eventsbasedmarketing  webinar  blogging  casestudies  whitepapers  emailmarketing  ebooks  microsite  USA  MarketingProfs  ContentMarketingInstitute  2015  contentmarketing 
october 2015 by inspiral
Content Marketing in the UK: 2014 Benchmarks, Budgets & Trends
Welcome to our second annual report on the content marketing practices of UK marketers. In this report, we provide comparisons of for-profit UK, North American, and Australian marketers. One of the key findings is that UK marketers (48%) consider themselves to be more effective at content marketing* when compared with their North American (41%) and Australian (33%) peers. Among the other findings: Only 42% of UK marketers say they have a documented content strategy; however, 10% of those answering this question were unsure. This is the highest rate of uncertainty we saw around this question when comparing responses across continents. 76% of UK marketers are producing more content than they did one year ago, compared with 72% of North American and 81% of Australian marketers. UK marketers (89%) use Twitter more often than their North American (84%) and Australian (79%) peers do; however, like those peers, they rate LinkedIn highest in terms of effectiveness. UK marketers allocate more of their total marketing budget (31%) to content marketing when compared with North American (29%) and Australian (27%) marketers. UK marketers are fairly challenged in regard to producing enough content (46%) and producing engaging content (44%). However, they use more content marketing tactics on average than their peers across the globe, and they use those tactics more frequently. That—in addition to their confidence in their effectiveness—leads us to conclude that content marketing is alive and well in the UK.
research  UK  DMA  ContentMarketingInstitute  2013  contentmarketing 
july 2014 by inspiral

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