<p>SPONSORED BY 2 CONTENT MARKETING 2017 Benchmarks, Budgets, and Trends—North America Welcome This Year’s B2B Content Marketing Top Performers At-A-Glance SECTION 1: Usage & Team Organization SECTION 2: Clarity, Commitment & Overall Success SECTION 3: Content Marketing Strategy SECTION 4: Content Creation & Distribution SECTION 5: Goals & Metrics SECTION 6: Budgeting & Spending Methodology/Demographics About TABLE OF CONTENTS SPONSORED BY 3 4 5 10 19 24 41 44 45 35 2 WELCOME Greetings Marketers, Welcome to the 7th Annual B2B Content Marketing Benchmarks, Budgets, and Trends—North America report. We’ve made quite a few changes to our annual survey this year to reflect the maturing content marketing industry. This year’s research paints a brighter picture than the last few years, indicating that content marketing is alive and well! Content marketers are on track—with 62% reporting that their organizations are much more or somewhat more successful with their overall content marketing approach compared with one year ago. Like last year, those who are further along with their approach are the most successful, while the 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 to experiment, and perhaps most importantly, a commitment to content marketing, those marketers 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 & Ann Joe Pulizzi Founder Content Marketing Institute Ann Handley Chief Content Officer MarketingProfs 3 SPONSORED BY 4 COMPARISION CHART Most Successful All Respondents Least Successful Organization is clear on what an effective or successful content marketing program looks like 81% 41% 14% Organization is extremely/very committed to content marketing 91% 63% 35% Describes organization’s content marketing maturity as sophisticated/mature 72% 28% 2% Has a documented content marketing strategy 61% 37% 13% Content marketing strategy is extremely/very effective 83% 34% 2% Measures content marketing ROI 88% 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 achieve 91% 68% 41% Agrees that organization is able to quickly adjust content marketing strategy 87% 66% 41% Always/frequently delivers content consistently 85% 58% 32% Agrees that leadership gives ample time to produce results 77% 52% 26% 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. The “least successful” characterize their organization’s approach as minimally or not at all successful. SPONSORED BY 5 USAGE & TEAM ORGANIZATION 28% 55% 42% Are in the sophisticated/ mature phase of content marketing maturity Have small content marketing teams serving the entire organization Have experienced management changes that have had a positive impact on the organization’s content marketing SPONSORED BY CONTENT MARKETING 6 USAGE & TEAM ORGANIZATION 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Does your organization use content marketing? Content marketing is defined as “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience—and, ultimately, to drive profitable customer action.” Note: Of the 11% nonusers, 52% say they plan to launch a content marketing effort within 12 months; 43% had no immediate plans to begin using content marketing; and 5% had used content marketing in the past but stopped. Base = B2B marketers. 89% Yes 11% No Percentage of B2B Marketers Using Content Marketing SPONSORED BY 7 USAGE & TEAM ORGANIZATION 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs How would you describe your organization’s content marketing maturity level? How B2B Marketers Assess Their Organization’s Content Marketing Maturity Level SOPHISTICATED MATURE ADOLESCENT YOUNG FIRST STEPS 6% 22% 35% 26% 10% Providing accurate measurement to the business, scaling across the organization Finding success, yet challenged with integration across the organization Have developed a business case, seeing early success, becoming more sophisticated with measurement and scaling Growing pains, challenged with creating a cohesive strategy and a measurement plan Doing some aspects of content, but have not yet begun to make content marketing a process Base = Content marketers; aided list. SPONSORED BY 8 USAGE & TEAM ORGANIZATION 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs How is content marketing structured within your organization? B2B Content Marketing Organizational Structure 24% 5% 13% 55% 2% Centralized content marketing group that works with multiple brands/product lines throughout the organization Each brand (product line/property) has its own content marketing team Both: A centralized group as well as individual teams throughout the organization Small (or one-person) marketing/ content marketing team serves the entire organization Other Base = Content marketers; aided list. SPONSORED BY 9 USAGE & TEAM ORGANIZATION 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Has your organization undergone any management and/or structural changes over the last 12 months that have impacted your content marketing approach? Base = Content marketers; aided list. 48% 9% 42% B2B Management Changes Impacting Content Marketing Yes, had a positive impact Yes, had a negative impact No changes SPONSORED BY 10 CLARITY, COMMITMENT & OVERALL SUCCESS 63% 22% 62% Are extremely or very committed to content marketing Are extremely or very successful with their overall approach to content marketing Are much more or somewhat more successful with content marketing than they were one year ago SPONSORED BY CONTENT MARKETING 11 CLARITY, COMMITMENT & OVERALL SUCCESS 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs In your organization, is it clear what an effective or successful content marketing program looks like? Base = Content marketers; aided list. 29% 30% 41% Percentage of B2B Marketers Whose Organizations Have Clarity on Content Marketing Success Yes No Unsure SPONSORED BY 12 CLARITY, COMMITMENT & OVERALL SUCCESS 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs How would you describe your organization’s commitment level to content marketing? Base = Content marketers; aided list. 30% 6% 1% 41% 22% B2B Organizations’ Commitment to Content Marketing Extremely Committed Very Committed Somewhat Committed Not Very Committed Not At All Committed SPONSORED BY 13 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs CLARITY, COMMITMENT & OVERALL SUCCESS How would you characterize the success of your organization’s current overall content marketing approach? Base = Content marketers; aided list. Note: The survey defined success as achieving your organization’s desired/ targeted results. This report defines the Top 2 respondents (extremely/very) as “most successful” or “top performers,” and the Bottom 2 (minimally/not at all) as “least successful.” 53% 22% 3% 19% 3% How B2B Marketers Rate the Success of Their Organizations’ Overall Content Marketing Approach Extremely Successful Very Successful Moderately Successful Minimally Successful Not At All Successful SPONSORED BY 14 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs CLARITY, COMMITMENT & OVERALL SUCCESS How does the success of your organization’s current overall content marketing approach compare with one year ago? Base = Content marketers; aided list. How B2B Marketers Rate Their Organization’s Content Marketing Success Compared With One Year Ago 17% 45% 28% 2% 1% 7% Much More Successful Somewhat More Successful About the Same as One Year Ago Somewhat Less Successful Much Less Successful Does Not Apply (program less than one year old) SPONSORED BY 15 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs CLARITY, COMMITMENT & OVERALL SUCCESS To what factors do you attribute your organization’s increase in overall success? Base = Content marketers who said their organizations’ content marketing success is much/ somewhat more successful than one year ago. Aided list; multiple responses permitted. Other reasons cited: Content Marketing Technologies/Tools (28%), More Budget for Content Marketing (25%), Content Marketing Training/Education (23%), We Have Given Our Efforts Time to Bear Fruit and Are Now Getting Results (21%), Assistance of Outside Expertise (10%), Changes in Target Audience (7%), and Other (3%). Factors Contributing to B2B Marketers’ Increased Success Over the Last Year 85% 72% 53% 50% Content Creation (higher quality, more ecient) Strategy (development or adjustment) Content Marketing Has Become a Greater Priority Spending More Time on Content Marketing Content Distribution (better targeting, identication of what works) Management/HR (organizational changes, stang, new content marketing roles) Content Measurement (growing in ability to show results) 53% 43% 42% SPONSORED BY 16 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs CLARITY, COMMITMENT & OVERALL SUCCESS To what factors do you attribute your organization’s stagnancy in success with content marketing? Base = Content marketers who said their organizations’ content marketing success is about the same as one year ago. Aided list; multiple responses permitted. Other reasons cited: Content Marketing Technologies/Tools [lack of, or new systems that require a learning curve] (24%), Lack of Content Marketing Training/Education (22%), Lack of Adequate or Effective Content Distribution (20%), Program Hasn’t Had Enough Time to Bear Fruit/Produce Results (14%), Changes in Target Audience (5%), and Other (7%). Factors Contributing to B2B Marketers’ Stagnant Success Over the Last Year 52% Not Enough Time Devoted to Content Marketing Content-Creation Challenges Strategy Issues (lack of strategy, developing/adjusting strategy) Management/HR (organizational changes, stang issues) Content Marketing Budget Issues (inadequate budget, budget cuts) Content Marketing Not Prioritized Highly Enough Content Measurement Challenges 49% 49% 38% 37% 34% 32% SPONSORED BY 17 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs CLARITY, COMMITMENT & OVERALL SUCCESS To what factors do you attribute your organization’s decrease in success with content marketing? Base = Content marketers who said their organizations’ content marketing success is somewhat/much less successful than one year ago. Aided list; multiple responses permitted. Other reasons cited: Changes in Target Audience (20%), Lack of Adequate or Effective Content Distribution (20%), Lack of Content Marketing Training/ Education (20%), Content Measurement Challenges (13%), Content Marketing Technologies/Tools [lack of, or new systems that require a learning curve] (10%), Program Hasn’t Had Enough Time to Bear Fruit/Produce Results (10%), and Other (23%). Factors Contributing to B2B Marketers’ Decreased Success Over the Last Year 57% Not Enough Time Devoted to Content Marketing Content-Creation Challenges Strategy Issues (lack of strategy, developing/adjusting strategy) Management/HR (organizational changes, stang issues) Content Marketing Budget Issues (inadequate budget, budget cuts) Content Marketing Not Prioritized Highly Enough 47% 43% 40% 33% 27% SPONSORED BY 18 CLARITY, COMMITMENT & OVERALL SUCCESS 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Indicate your level of agreement with the following statements concerning content marketing in your organization. Base = Content marketers; aided list. Base = Content marketers; aided list. B2B Marketers’ Opinions About Content Marketing 88% 8% 4% 78% 13% 9% 74% 14% 12% 72% 13% 15% 68% 17% 15% 68% 18% 14% 66% 18% 16% 52% 24% 24% Content marketing is an important component of our organization’s marketing program Our organization is focused on providing an overall exceptional experience for our audience Our organization is focused more on building long-term relationships than on getting quick (campaign-like) results from our content marketing Our organization values creativity and craft in content creation and production Our organization is focused on building audiences (building one or more subscriber bases) Our organization has realistic expectations about what content marketing can achieve We are able to respond quickly when necessary to adjust our content marketing strategy Our leadership team gives us ample time to produce content marketing results ■ Agree ■ Neither Agree Nor Disagree ■ Disagree SPONSORED BY 19 CONTENT MARKETING STRATEGY 37% Have a documented content marketing strategy 73% 34% Say their strategy includes a plan to operate content marketing as an ongoing business process, not simply a campaign Say their strategy is extremely or very effective at helping their organization achieve its current content marketing goals SPONSORED BY 20 CONTENT MARKETING STRATEGY 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Does your organization have a content marketing strategy? Base = Content marketers; aided list. 41% 4% 37% 17% Percentage of B2B Marketers Who Have a Content Marketing Strategy Yes, and it is documented No, with no plans to have one within 12 months Yes, but it is not documented No, but plan to have one within 12 months SPONSORED BY 21 CONTENT MARKETING STRATEGY 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Which of the following elements are included in your content marketing strategy? Base = Content marketers who have a content marketing strategy. Aided list; multiple responses permitted. Elements B2B Marketers Include in Their Content Marketing Strategy 73% A plan to operate content marketing as an ongoing business process, not simply a campaign Content mission and a dierentiated story/value to deliver Deep understanding of audience personas A process to align with other sales/ marketing/loyalty initiatives Well-dened business goals for content A measurement plan to provide both insight and progress toward the business goals The ability to scale over time (i.e., to grow along with your organization) Other elements Unsure 59% 57% 55% 54% 51% 35% 18% 3% SPONSORED BY 22 CONTENT MARKETING STRATEGY 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs How effective is your content marketing strategy at helping your organization achieve its current content marketing goals? Base = Content marketers who have a content marketing strategy; aided list. 54% 10% 1% 29% 5% How B2B Marketers Rate the Effectiveness of Their Content Marketing Strategy Extremely Effective Very Effective Moderately Effective Minimally Effective Not At All Effective SPONSORED BY 23 CONTENT MARKETING STRATEGY 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs How effective is your content marketing strategy compared with one year ago? Base = Content marketers who have a content marketing strategy; aided list. How B2B Marketers Rate the Effectiveness of Their Content Marketing Strategy Compared With One Year Ago 24% 46% 23% 2% 0% 5% Much More Effective Somewhat More Effective About the Same as One Year Ago Somewhat Less Effective Much Less Effective Does Not Apply (program less than one year old) SPONSORED BY 24 CONTENT CREATION & DISTRIBUTION 76% 71% 69% Prioritize delivering content quality over quantity Consider how their content impacts the overall experience a person has with their organization Focus on creating content for their audience versus their brand SPONSORED BY CONTENT MARKETING 25 CONTENT CREATION & DISTRIBUTION 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Which content marketing tools does your organization currently use? Base = Content marketers. Aided list; multiple responses permitted. Fewer than 40% of B2B marketers said they use the following tools: Measurement KPIs/Dashboard (36%), Media Plan/Paid Advertising Calendar (32%), Editorial Mission Statement (18%), Content Collaboration/ Workflow Software (13%), Digital Asset Management (DAM) System/File Storage (11%), Content Distribution Software (9%), Content Planning/Creation Software (8%), and Other (5%). B2B Marketers’ Content Marketing Tool Usage 79% Social Media Guidelines Buyer Personas Marketing Automation Software Brand Style/Tone of Voice Guidelines Social Media Calendar Content Management System Editorial Calendar Dedicated Email Platform Analytics Tools 64% 62% 56% 56% 51% 51% 47% 43% : SPONSORED BY 26 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs CONTENT CREATION & DISTRIBUTION Which techniques does your organization use to gain knowledge about its target audience(s)? Base = Content marketers. Aided list; multiple responses permitted. Fewer than 35% of B2B marketers said they use the following techniques: Database Analysis (31%), Qualitative Primary Research (28%), Quantitative Primary Research (27%), Auditing Existing Buyer Data (24%), Expert Advisory Boards (11%), Usability Testing (11%), and Other (1%). 3% said they do not use techniques. Techniques B2B Marketers Use to Learn About Audience(s) for Content Marketing Purposes 58% Secondary Data Analysis A/B Testing Customer Feedback/Panels Social Listening Competitive Analysis Employee Feedback Keyword Search Website Analysis 57% 50% 47% 44% 42% 40% 37% SPONSORED BY 27 CONTENT CREATION & DISTRIBUTION 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Compared with 2016, do you expect your organization to produce more, the same amount, or less original content in 2017? Base = Content marketers; aided list. 25% 2% 3% 70% Expected Change in B2B Content Creation (2016 vs. 2017) More Same Amount Less Unsure SPONSORED BY 28 CONTENT CREATION & DISTRIBUTION 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Which content marketing tactics does your organization use? Base = Content marketers. Aided list; multiple responses permitted. Fewer than 50% of B2B marketers said they use the following tactics: Online Presentations (42%), Illustrations/Photos (39%), Research Reports (28%), Interactive Tools (28%), Print Magazines (23%), Digital Magazines (17%), Books (15%), Mobile Apps (14%), Podcasts (12%), Separate Content Hubs (10%), Video [live-streaming media] (10%), Print Newsletters (9%), Virtual Conferences (8%), and Other (12%). B2B Marketers’ Content Marketing Tactic Usage 83% Webinars/Webcasts Infographics Video (pre-produced) Ebooks/White Papers In-Person Events Email Newsletters Blogs Social Media Content 80% 77% 65% 60% 58% 58% 68% Average Number Used: 8 SPONSORED BY 29 CONTENT CREATION & DISTRIBUTION 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Which content marketing tactics that your organization uses will be most critical to its overall content marketing success in 2017? Base = Content marketers who use the tactics shown; multiple responses permitted. Fewer than 30% of B2B marketers whose organizations use the following tactics said the tactic will be critical to overall content marketing success in 2017: Infographics (15%), Research Reports (12%), Online Presentations (11%), Interactive Tools (9%), Illustrations/Photos (7%), Print Magazines (6%), Digital Magazines (5%), Books (4%), Mobile Apps (4%), Video [live- streaming media] (4%), Separate Content Hubs (4%), Podcasts (3%), Print Newsletters (2%), Virtual Conferences (2%), and Other (4%). Tactics Used That B2B Marketers Say Will be Most Critical to Content Marketing Success in 2017 52% Webinars/Webcasts Video (pre-produced) Ebooks/White Papers In-Person Events Email Newsletters Blogs Social Media Content 40% 40% 36% 32% 30% 38% SPONSORED BY 30 CONTENT CREATION & DISTRIBUTION 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs How often do you take the following concepts into account while creating content for your organization? Base: Content marketers; aided list. How Often B2B Marketers Consider Various Concepts While Creating Content 76% 20% 4% 71% 22% 7% 69% 23% 8% 64% 26% 10% 58% 28% 14% 53% 32% 15% 50% 34% 16% Prioritize delivering content quality over content quantity Consider how our content impacts the overall experience a person has with our organization Dierentiate our content from our competition’s Focus on creating content for our audience versus our brand Deliver content consistently Craft content based on specic points of the buyer’s journey Prioritize providing the right content to the right person at the right time ■ Always/Frequently ■ Sometimes ■ Rarely/Never SPONSORED BY 39 GOALS & METRICS 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs At which phases of the buyer’s journey does your organization measure content marketing ROI? Base = Content marketers. Aided list; multiple responses permitted. Phases of Buyer’s Journey Where B2B Marketers Measure Content Marketing ROI Top-of-funnel • Lead generation • Building an audience Mid-funnel • Developing relationships with qualified leads and existing customers Bottom-of-funnel • Conversions • Sales Post-sales • Retention • Upsell/Cross-Sell • Loyalty • Evangelism Do not measure content marketing ROI 49% 35% 44% 22% 28% SPONSORED BY 40 GOALS & METRICS 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Indicate your level of agreement with each statement concerning the content marketing metrics used in your organization. Base = Content marketers who use metrics to determine content marketing results; aided list. B2B Marketers’ Metrics Agreement Statements 75% 15% 10% 72% 18% 10% 57% 27% 16% 27% 43% 30% I/my team can demonstrate how content marketing has… Increased audience engagement Increased our sales Increased our number of leads Decreased our cost of customer acquisition ■ Agree ■ Neither Agree Nor Disagree ■ Disagree SPONSORED BY 33 CONTENT CREATION & DISTRIBUTION 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Which paid methods of content promotion does your organization use in its content marketing efforts? Base = Content marketers. Aided list; multiple responses permitted. Paid Methods B2B Marketers Use to Promote Content 84% Traditional Online Banner Ads Native Advertising Do Not Use Print or Other Oine Promotion Search Engine Marketing Social Promotion 67% 58% 41% 18% 8% 55% Average Number Used: 3 Content Discovery Tools SPONSORED BY 34 CONTENT CREATION & DISTRIBUTION 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs How effective are the paid methods of content promotion that your organization uses? Base = Content marketers who use the paid methods shown; multiple responses permitted. Note: Percentages comprise marketers who rated each paid method a 4 or 5 on a 5-point scale where 5 = Extremely Effective and 1 = Not At All Effective. The survey defined effectiveness as accomplishing your content marketing objectives. Paid Methods B2B Marketers Use to Promote Content Rated by Effectiveness Print or Other Oine Promotion Native Advertising Traditional Online Banner Ads Content Discovery Tools Social Promotion Search Engine Marketing 54% 50% 27% 24% 24% 35% SPONSORED BY 35 GOALS & METRICS 80% 78% 75% Will focus on lead gen as a content marketing goal over the next 12 months Use website traffic to measure how well their content marketing is producing results Can demonstrate how content marketing has increased audience engagement SPONSORED BY CONTENT MARKETING 36 GOALS & METRICS 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Which content marketing goals will your organization focus on over the next 12 months? Base: Content marketers. Aided list; multiple responses permitted. Fewer than 45% of B2B marketers cited the following goals: Customer Evangelism/ Creating Brand Advocates (42%), Upsell/Cross-Sell (38%), Cost Savings (16%), and Other (2%). Organizational Goals for B2B Content Marketing Over Next 12 Months Customer Rention/Loyalty Building an Audience via Subscription Growth Engagement Lead Nurturing Sales Brand Awareness Lead Generation 80% 79% 66% 62% 56% 52% 71% SPONSORED BY 37 GOALS & METRICS 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Which metrics does your organization use to determine how well its content marketing is producing results? Base = Content marketers. Aided list; multiple responses permitted. Fewer than 35% of B2B marketers said they use the following metrics: Qualitative Feedback from Customers (33%), Inbound Links (32%), Data Capture (28%), Customer Renewal Rates (19%), Purchase Intent (17%), Brand Lift (15%), and Other (4%). 2% said they do not use metrics. B2B Marketers’ Content Marketing Metrics Usage SEO Ranking Sales Sales Lead Quantity Subscriber/Community Growth Social Media Sharing Time Spent on Website Higher Conversion Rates Sales Lead Quality Website Trac 78% 57% 57% 54% 51% 51% 40% 50% 47% SPONSORED BY 38 GOALS & METRICS 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Which metrics that your organization uses provide truly measurable results of your content marketing efforts? Base = Content marketers who use the metrics shown; multiple responses permitted. Fewer than 15% of B2B marketers whose organizations use the following metrics said the metric provides truly measurable results of their content marketing efforts: Inbound Links (11%), Qualitative Feedback from Customers (10%), Data Capture (9%), Customer Renewal Rates (8%), Purchase Intent (5%), Brand Lift (4%), and Other (2%). 9% said none of the metrics they use provide truly measurable results. Metrics Used That B2B Marketers Say Provide Truly Measurable Results of Content Marketing Efforts SEO Ranking Sales Lead Quantity Social Media Sharing Sales Time Spent on Website Higher Conversion Rates Sales Lead Quality Website Trac 42% 34% 30% 27% 25% 23% 21% 23% 22% Subscriber/Community Growth SPONSORED BY 39 GOALS & METRICS 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs At which phases of the buyer’s journey does your organization measure content marketing ROI? Base = Content marketers. Aided list; multiple responses permitted. Phases of Buyer’s Journey Where B2B Marketers Measure Content Marketing ROI Top-of-funnel • Lead generation • Building an audience Mid-funnel • Developing relationships with qualified leads and existing customers Bottom-of-funnel • Conversions • Sales Post-sales • Retention • Upsell/Cross-Sell • Loyalty • Evangelism Do not measure content marketing ROI 49% 35% 44% 22% 28% SPONSORED BY 40 GOALS & METRICS 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Indicate your level of agreement with each statement concerning the content marketing metrics used in your organization. Base = Content marketers who use metrics to determine content marketing results; aided list. B2B Marketers’ Metrics Agreement Statements 75% 15% 10% 72% 18% 10% 57% 27% 16% 27% 43% 30% I/my team can demonstrate how content marketing has… Increased audience engagement Increased our sales Increased our number of leads Decreased our cost of customer acquisition ■ Agree ■ Neither Agree Nor Disagree ■ Disagree SPONSORED BY 41 BUDGETS & SPENDING 29% 39% 45% Is the average proportion of total marketing budget that is spent on content marketing Plan to increase their content marketing spending over the next 12 months Plan to keep their content marketing spending around the same level over the next 12 months SPONSORED BY CONTENT MARKETING 42 BUDGETS & SPENDING 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Approximately what percentage of your organization’s total marketing budget (not including staff) is spent on content marketing? Base = Content marketers; aided list. Percentage of Total Marketing Budget Spent on B2B Content Marketing 1% 5% 9% 13% 19% 22% 28% 3% 100% 75-99% 50-74% 25-49% 10-24% 1-9% 0% Unsure Average: 29% SPONSORED BY 43 BUDGETS & SPENDING 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs How do you expect your organization’s content marketing budget to change in the next 12 months? Base = Content marketers; aided list. 45% 2% 14% 39% B2B Content Marketing Spending (Over Next 12 Months) Increase Remain the Same Decrease Unsure SPONSORED BY 44 METHODOLOGY/DEMOGRAPHICS 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs B2B Content Marketing: 2017 Benchmarks, Budgets, and Trends—North America was produced by Content Marketing Institute and MarketingProfs and 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 marketers included 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 survey during July and August 2016. This report presents the findings from the 1,102 respondents who said they were B2B marketers in North America. B2B Industry Classification Size of B2B Company (by Employees) B2B Job Title/ Function 19% 31% 27% 23% ■ Small (10-99 Employees) ■ Micro (Fewer than 10 Employees) ■ Midsize (100-999 Employees) ■ Large (1,000+ Employees) ■ Technology ■ Agency (Advertising, Digital Marketing, Content Marketing, PR, Marcom) ■ Manufacturing ■ Consulting ■ Publishing/Media ■ Banking/Accounting/Financial ■ Healthcare/Pharmaceuticals ■ Engineering/Construction/Architecture ■ Other 25% 18% 16% 9% 5% 3% 3% 3% 18% 43% 16% 11% 15% 9% 6% ■ Marketing/Advertising/ Communications/PR Management ■ Corporate Management (Owner/President, CEO, CMO) ■ Content Creation/Management ■ Marketing – Staff/Support ■ General Management (GM, VP) ■ Other SPONSORED BY 45 ABOUT Content Marketing Institute and MarketingProfs thank all the survey respondents and the distribution partners who made this survey possible. About Content Marketing Institute (CMI) Content Marketing Institute is the leading global content marketing education and training organization, teaching enterprise brands 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 September in Cleveland, Ohio, USA, and the Intelligent Content Conference event is held every spring. CMI publishes the bi-monthly magazine Chief Content Officer, and provides strategic consulting and content marketing research for some of the best-known brands in the world. Watch this video to learn more about CMI, a UBM company. To view all research and to subscribe to our emails, visit www.contentmarketinginstitute.com. About MarketingProfs MarketingProfs offers real-world education for modern marketers. More than 600,000 marketing professionals worldwide rely on our free daily publications, virtual conferences, MarketingProfs University, and more to stay up to date on the most important trends and tactics in marketing—and how to apply them to their businesses. Visit MarketingProfs.com for more information. About Brightcove Brightcove Inc. (NASDAQ:BCOV) is the leading global provider of powerful cloud solutions for delivering and monetizing video across connected devices. The company offers a full suite of products and services that reduce the cost and complexity associated with publishing, distributing, measuring, and monetizing video across devices. Brightcove has nearly 5,000 customers in over 70 countries that rely on the company’s cloud solutions to successfully publish high-quality video experiences to audiences everywhere. To learn more, visit www.brightcove.com. SPONSORED BY </p>