CONTENT MARKETING

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CONTENTMARKETING2018 Benchmarks, Budgets, and Trends—North AmericaSPONSORED BY

TABLE OF CONTENTS3Welcome194This Year’s B2B Content Marketing TopPerformers At-A-Glance30 Goals & Metrics5Usage & Team Organization10 Commitment & Overall Success16 Content Marketing StrategyContent Creation & Distribution35Budgets & Spending38Methodology & Demographics39AboutSPONSORED BY2

WELCOMEGreetings Marketers,Welcome to B2B Content Marketing 2018: Benchmarks, Budgets, and Trends—North America. Our latest research indicates B2B marketersare finding content marketing success as they explore ways to work more creatively and build their audiences.Content marketing is no longer the shiny new object. Those who have caught on are no longer asking “should we do this,” but rather “how dowe really dig in and get results?” One of the most convincing pieces of evidence of this maturation? We saw an 18% year-over-year increasein respondents who say they are focused on using content marketing to build their audience (one or more subscriber bases). And that’s whatdifferentiates content marketing from other forms of marketing—its intent is to offer valuable information so people want to hear from yourbusiness so they subscribe to your content because they are interested in it.Read on for all the findings from our annual survey and consider how your organization stacks up against your peers. To take yourcontent marketing to the next level, check out the resources on the last page of this report.Yours in content,LisaMurton BeetsResearch DirectorContent Marketing InstituteAnnHandleyChief Content OfficerMarketingProfsThanks to the following for their assistance with the annual content marketing survey and this report: CMI team members Joe Pulizzi,founder; Stephanie Stahl, general manager; Robert Rose, chief strategy adviser; Kim Moutsos, vice president of content; Michele Linn, editorialstrategy adviser; Nancy Reese, research consultant; Joseph Kalinowski, creative director; and Vahe Habeshian, MarketingProfs publications director.Thanks also to our report sponsor, Brightcove.SPONSORED BY3

COMPARISON CHARTThis Year’s B2B Content Marketing Top PerformersAt-A-GlanceMost SuccessfulAll RespondentsLeast SuccessfulOrganization is extremely/very committed to content marketing89%56%27%Organization’s content marketing is sophisticated/mature73%34%4%Has a documented content marketing strategy62%37%16%Measures content marketing ROI55%35%18%Percentage of total marketing budget allocated to content marketing (average)40%26%14%Rates project management flow during content-creation process as excellent/very good70%36%14%Agrees that organization is focused on building audiences92%80%65%Agrees that organization values creativity and craft in content creation and production88%74%59%Agrees that organization is realistic about what content marketing can achieve86%62%45%Agrees that leadership team gives ample time to produce content marketing results84%59%38%Always/frequently delivers content consistently75%59%33%Rates alignment of metrics and content marketing goals as excellent/very good54%19%2%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.Base: B2B content marketers.2018 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfsSPONSORED BY4

B2B CONTENT MARKETINGUSAGE & TEAMORGANIZATIONTeam organization is similar to what was reported last year: Around halfof respondents have small (or one-person) marketing/content marketingteams serving the entire organization.Respondents represented a good mix of organizational contentmarketing maturity, nearly equally divided into thirds by young/firststeps, adolescence, and mature/sophisticated.Nearly half of respondents (56%) outsource at least one contentmarketing activity; conversely, 44% do not outsource any contentmarketing activities.SPONSORED BY5

USAGE & TEAM ORGANIZATIONDoes your organization use content marketing?Percentage of B2B RespondentsWho Use Content MarketingNo9%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,to drive profitable customer action.”91%YesNote: Of the nonusers, 54% said they planto launch a content marketing effort within12 months; 43% had no immediate plansto begin using content marketing; and 4%had used content marketing in the past, butstopped.Base All B2B respondents.2018 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 LevelSOPHISTICATED9%Providing accuratemeasurementto the business,scaling across theorganizationMATUREADOLESCENTFinding success,yet challenged withintegration across theorganizationHave developeda business case,seeing early success,becoming moresophisticated withmeasurementand scaling25%2018 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs31%YOUNGFIRST STEPSGrowing pains,challenged withcreating a cohesivestrategy and ameasurement planDoing some aspectsof content, buthave not yet begunto make contentmarketing a process25%9%Base: B2B 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/department hasits own content marketing team26%4%Both: a centralized group aswell as individual teamsthroughout the organization13%Small (or one-person)marketing/content marketing teamserves the entire organizationOther53%4%2018 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfsBase: B2B content marketers; aided list.SPONSORED BY8

USAGE & TEAM ORGANIZATIONWhat content marketing activities does yourorganization outsource?Content Marketing Activities B2B Marketers OutsourceContent Creation(e.g., writers, designers,video production)47%23%Content Promotion/Distribution11%Content Marketing Measurement9%Content Marketing StrategyOtherDo not outsource anycontent marketing activitiesNote: More than half (56%) ofrespondents outsource at leastone of the content marketingactivities listed.4%44%Base: B2B content marketers.Aided list; multiple responsespermitted.2018 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfsSPONSORED BY9

B2B CONTENT MARKETINGCOMMITMENT &OVERALL SUCCESSContent marketing commitment levels and overall success are nearlythe same as respondents reported last year.Like last year, nearly 65% of respondents said their overall contentmarketing success has increased (much more/somewhat more)compared with one year ago.Compared with last year (68%), there was an 18% increase amongrespondents who agree that their organization is focused on buildingaudiences (80%).SPONSORED BY10

COMMITMENT & OVERALL SUCCESSHow would you describe your organization’scommitment level to content marketing?B2B Organizations’ Commitment to Content MarketingVery Committed36%ExtremelyCommitted20%1%Not At AllCommitted6%Not VeryCommitted2018 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs36%SomewhatCommittedBase: B2B content marketers; aided list.SPONSORED BY11

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 ApproachVerySuccessfulExtremelySuccessful20%4%Not At AllSuccessful2%53%21%MinimallySuccessful2018 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 B2B content marketers; aided list.SPONSORED BY12

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%26%18%Much MoreSuccessfulSomewhatMoreSuccessfulAbout theSame asOne YearAgo2018 B2B Content Marketing Trends—North America: Content Marketing Much LessSuccessful7%Does NotApply(program less thanone year old)Base: B2B content marketers; aided list.SPONSORED BY13

COMMITMENT & OVERALL SUCCESSTo what factors do you attribute your organization’sincrease in overall success with content marketing?Factors Contributing to B2B Marketers’ IncreasedContent Marketing Success Over the Last YearContent Creation (higherquality, more efficient)78%Strategy (developmentor adjustment)72%Content Distribution (bettertargeting, identificationof what works)50%Content Marketing HasBecome a Greater Priority49%Spending More Time onContent Marketing46%Management/HR (organizationalchanges, staffing, new contentmarketing roles)Content Measurement(growing in ability toshow results)39%35%2018 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfsOther factors cited: ContentMarketing Technologies/Tools (25%);More Budget for Content Marketing(25%); We Have Given Our EffortsTime to Bear Fruit and Are NowGetting Results (21%); ContentMarketing Training/Education (19%);Assistance of Outside Expertise (7%);Changes in Our Target Audience(s)(5%); and Other (5%).Note: Due to the low number ofB2B respondents who said theirorganization’s content marketingsuccess had decreased comparedwith one year ago, this report doesnot include a chart showing factorscontributing to decreased success.Base: B2B content marketers who said their organization’s overall content marketingapproach is much more or somewhat more successful compared with one year ago.SPONSORED BY14

OPINIONS ABOUT CONTENT MARKETINGIndicate your level of agreement with the following statementsconcerning content marketing in your organization.B2B Marketers’ Opinions About Content Marketing Agree Neither Agree Nor DisagreeOur organization is focused on buildingaudiences (building one or more subscriber bases) Disagree80%Our organization values creativity and craftin content creation and production9%74%12%11%14%Our organization has realistic expectationsabout what content marketing can achieve62%18%20%Our leadership team gives us ample timeto produce content marketing results59%20%21%We are discontinuing specific content marketingactivities that we’ve found to be ineffective, sowe can concentrate on those that yield the best results47%Over the last year, it has become increasinglydifficult to capture our audience’s attention44%We are creating less content than one yearago, but that content is driving greater results17%2018 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs32%33%34%20%22%51%Base: B2B content marketers; aided list.SPONSORED BY15

B2B CONTENT MARKETINGCONTENT MARKETINGSTRATEGYAs they have in the past, respondents who have adocumented content marketing strategy report higherlevels of overall content marketing success compared withthose who have a verbal strategy only, or no strategy at all.Approximately 75% of respondents who do not have a strategy planto develop one within 12 months.When those who do not have plans to develop a strategy within 12months were asked why, qualitative responses included “no buy-in fromexecutives” and “lack of cohesion and coordination among departments.”SPONSORED BY16

CONTENT MARKETING STRATEGYDoes your organization have acontent marketing strategy?Percentage of B2B Marketers Who Havea Content Marketing StrategyYes, and it isdocumented37%38%6%No, with no plansto have one within12 monthsYes, but it is notdocumented19%No, but plan to haveone within 12 months2018 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfsBase: B2B content marketers; aided list.SPONSORED BY17

CONTENT MARKETING STRATEGYWhy do you think your organization does not plan todevelop a content marketing strategy within 12 months?Reasons B2B Marketers Do Not Planto Develop a Content Marketing StrategyWithin 12 Months67%Small Team44%Lack of Time11%Not ImportantNot Needed4%Other2018 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs27%Base: B2B content marketers who indicated their organization has no plansto develop a content marketing strategy within 12 months (n 45). Aided list;multiple responses permitted.SPONSORED BY18

B2B CONTENT MARKETINGCONTENT CREATION& DISTRIBUTION36% of respondents rated the flow of content-creationprojects within their organizations as excellent or very good;31% rated it as good; and 32% rated it as fair or poor.Among the content types, distribution formats, and social media platformsthat respondents use, they rated ebooks/white papers, email, and LinkedInas most effective at helping their organizations achieve specific objectives.Nearly all respondents (94%) said they always or frequently ensure thattheir content is fact-based or credible.SPONSORED BY19

CONTENT CREATION & DISTRIBUTIONWhich types of digital technologies does your organizationuse specifically for managing its content marketing efforts?Technologies B2B Marketers Use to ManageContent Marketing Efforts(Top 5)87%Analytics Tools70%Email Marketing Technology (email-focused)63%Content Management SystemMarketing Automation Software (automation-focused)Webinar/Online Presentation Platforms55%43%2018 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfsOther technologies used:Video Tools/Platforms (24%);Content Collaboration/Workflow Software (22%);Content Promotion/Distribution Software (12%);Content Planning/CreationSoftware (11%); Digital AssetManagement (DAM) System/File Storage (11%); ContentOptimization Software (8%);and Other (6%).AVERAGE NUMBER USED:Most Successful. 5All Respondents. 4Least Successful. 3Base: B2B content marketers. Aided list; multiple responses permitted.SPONSORED BY20

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/Frequently SometimesEnsure that our content isfact-based and/or credible94%Consider how our content impacts the overallexperience a person has with our organization5% 1%72%Prioritize delivering content qualityover content quantity21%70%Focus on creating content for ouraudience versus our brand24%67%Differentiate our content fromour competition’s contentDeliver content consistently(e.g., on a defined, regularly scheduled basis)58%41%2018 B2B Content Marketing Trends—North America: Content Marketing itize providing the right content tothe right person at the right timeCraft content based on specificpoints of the buyer’s journey Rarely/Never12%27%13%28%14%26%Base: B2B content marketers; aided list.SPONSORED BY21

USAGE & TEAMCONTENTCREATIONORGANIZATION& DISTRIBUTIONHow would you rate the project management flow during thecontent creation process (from concept through completion)within your organization?How B2B Marketers Rate the Project Management FlowDuring the Content Creation ProcessEXCELLENTVERY GOOD28%31%27%5%The vastmajority of ourprojects movealong efficientlyMost of ourprojectsmove alongefficientlyMany of ourprojectsmove alongefficientlySome of ourprojects movealong efficiently,but we facebottlenecksMost of ourprojects areheld up bybottlenecks8%GOOD2018 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfsFAIRPOORBase: B2B content marketers; aided list.SPONSORED BY22

CONTENT CREATION & DISTRIBUTIONWhich types of content does your organization usefor content marketing purposes?Types of Content B2B Marketers Usefor Content Marketing Purposes(Top 6)94%Social Media Posts – excluding videos (e.g., tweets, pins)73%Case Studies72%Videos (pre-produced)71%Ebooks/White Papers65%InfographicsIllustrations/Photos56%2018 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfsOther types of content used:Research Reports (37%); InteractiveTools (e.g., quizzes, assessments,calculators) (33%); Podcasts (17%);Videos (live-streaming) (17%);Mobile Apps (11%); Film/TV (e.g.,documentaries, short films) (4%);Virtual Reality/Augmented Reality(VR/AR) Experiences (4%); andOther (11%).AVERAGE NUMBER USED:Most Successful. 7All Respondents. 6Least Successful. 4Base B2B content marketers. Aided list; multiple responses permitted.SPONSORED BY23

CONTENT CREATION & DISTRIBUTIONOf the content marketing types you use, which threeare the most effective at helping your organizationachieve specific objectives?Top 3 Most Effective Types of Content B2B Marketers Usefor Content Marketing PurposesALL RESPONDENTSEbooks/White PapersCase Studies41%Social Media Posts – excluding videos (e.g., tweets, pins)50%47%MOST SUCCESSFULEbooks/White Papers47%43%Case StudiesSocial Media Posts – excluding videos (e.g., tweets, pins)62%LEAST SUCCESSFULCase StudiesEbooks/White PapersSocial Media Posts – excluding videos (e.g., tweets, pins)2018 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs35%34%40%Base B2B content marketers who use the types listed. Maximum of threeresponses permitted. Results shown based on response frequencies.SPONSORED BY24

CONTENT CREATION & DISTRIBUTIONWhich formats does your organization use to distributecontent for content marketing purposes?Formats B2B Marketers Use to DistributeContent for Content Marketing Purposes(Top 5)Email (e.g., newsletters, welcome emails)93%Social Media Platforms (e.g., LinkedIn, Twitter)92%79%BlogsIn-Person EventsWebinars/Webcasts/Virtual Events56%55%2018 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfsOther formats used:Separate Content Hubs (e.g.,microsites, resource centers)(27%); Print Magazines (24%);Print (other than magazines)(23%); Digital Magazines(21%); Online Presentations(21%); and Other (4%).AVERAGE NUMBER USED:Most Successful. 5All Respondents. 5Least Successful. 4Base B2B content marketers. Aided list; multiple responses permitted.SPONSORED BY25

CONTENT CREATION & DISTRIBUTIONOf the formats you use to distribute content, whichthree are the most effective at helping your organizationachieve specific objectives?Top 3 Most Effective Formats B2B Marketers Use toDistribute Content for Content Marketing PurposesALL RESPONDENTS74%Email (e.g., newsletters, welcome emails)BlogsSocial Media Platforms (e.g., LinkedIn, Twitter)40%45%MOST SUCCESSFULEmail (e.g., newsletters, welcome emails)BlogsSocial Media Platforms (e.g., LinkedIn, Twitter)41%60%79%LEAST SUCCESSFULEmail (e.g., newsletters, welcome emails)Social Media Platforms (e.g., LinkedIn, Twitter)Blogs2018 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs38%30%66%Base B2B content marketers who use the formats listed. Maximum of threeresponses permitted. Results shown based on response frequencies.SPONSORED BY26

CONTENT CREATION &

Agrees that leadership team gives ample time to produce content marketing results 84% 59% 38% Always/frequently delivers content consistently 75% 59% 33% Rates alignment of metrics and content marketing goals as excellent/very good 54% 19% 2% This Year’s B2B Content Marketing Top Performers At-A-Glance 2018 B2B Content Marketing Trends—North America: Content Marketing Institute .

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