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Trends forB2B
If you want to be more effective
at content marketing, document your strategy
Infographicsisthetacticthathad
the greatest increase in usage
2013 2014
DOCUMENTED NOT DOCUMENTED
*highcontentmarketingeffectiveness
70% of content marketers are creating
more content than they did one year ago...
... but only 21% say they are successful at tracking ROI
51% 62%
60%
35%
32%
POPULAR B2B CONTENT MARKETING TACTICS
of content
marketers
said they use
social media
content.
Top 5 most effective B2B tactics
SOCIAL MEDIA PLATFORM USAGE
94% 88% 84% 72% 64% 41% 33% 24% 20%
INITIATIVE CONTENT
MARKETERS PLAN TO
WORK ON IN 2015
1. Creating engaging content
2. Producing content consistently
3. Measuring content effectivenessOF B2B content marketers
Measuring content
55%
MORE THAN HALF OF ALL
B2B MARKETERS PLAN TO
INCREASE THEIR CONTENT
MARKETING BUDGET
2015 B2B Content Marketing Benchmarks, Budgets, and Trends for North America
http://www.marketingprofs.com/charts/2014/26154/2015-b2b-content-marketing-benchmarks-budgets-and-trends
http://www.slideshare.net/mprofs/2015-b2-bresearch-final-39729380
92%
Thosewhohaveadocumentedstrategy
rate themselves highly in terms of
content marketing effectiveness
Documented strategy
Verbal strategy
No content strategy
Unsure
SOCIAL
MEDIA
MOST
POPULAR
(other than blogs)
48%
38%
14%
3%
IN-PERSON
EVENTS
69%
WEBINARS /
WEBCAST
64%
VIDEOS
60%
BLOGS
60%
CASE STUDIES
58%
effectiveness#1
TOP 3 CHALLENGES
SOURCES
Content Marketing
SAY THEY HAVE A
DOCUMENTED
CONTENT STRATEGY
* *
Top5organizationalgoals
forB2Bcontentmarketing
Brand Awareness - 84%
Lead Generation - 83%
Engagement - 81%
Sales - 75%
Lead Nurturing - 74%
SAY THEY WILL
INCREASE SPENDING

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  • 1. Trends forB2B If you want to be more effective at content marketing, document your strategy Infographicsisthetacticthathad the greatest increase in usage 2013 2014 DOCUMENTED NOT DOCUMENTED *highcontentmarketingeffectiveness 70% of content marketers are creating more content than they did one year ago... ... but only 21% say they are successful at tracking ROI 51% 62% 60% 35% 32% POPULAR B2B CONTENT MARKETING TACTICS of content marketers said they use social media content. Top 5 most effective B2B tactics SOCIAL MEDIA PLATFORM USAGE 94% 88% 84% 72% 64% 41% 33% 24% 20% INITIATIVE CONTENT MARKETERS PLAN TO WORK ON IN 2015 1. Creating engaging content 2. Producing content consistently 3. Measuring content effectivenessOF B2B content marketers Measuring content 55% MORE THAN HALF OF ALL B2B MARKETERS PLAN TO INCREASE THEIR CONTENT MARKETING BUDGET 2015 B2B Content Marketing Benchmarks, Budgets, and Trends for North America http://www.marketingprofs.com/charts/2014/26154/2015-b2b-content-marketing-benchmarks-budgets-and-trends http://www.slideshare.net/mprofs/2015-b2-bresearch-final-39729380 92% Thosewhohaveadocumentedstrategy rate themselves highly in terms of content marketing effectiveness Documented strategy Verbal strategy No content strategy Unsure SOCIAL MEDIA MOST POPULAR (other than blogs) 48% 38% 14% 3% IN-PERSON EVENTS 69% WEBINARS / WEBCAST 64% VIDEOS 60% BLOGS 60% CASE STUDIES 58% effectiveness#1 TOP 3 CHALLENGES SOURCES Content Marketing SAY THEY HAVE A DOCUMENTED CONTENT STRATEGY * * Top5organizationalgoals forB2Bcontentmarketing Brand Awareness - 84% Lead Generation - 83% Engagement - 81% Sales - 75% Lead Nurturing - 74% SAY THEY WILL INCREASE SPENDING