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SponSored by
2SponSored by
Chief Content OfficerMarketingProfs
Founder amp Executive DirectorContent Marketing Institute
3SponSored by
Percentage of B2B Respondents Using Content Marketing
91
use contentmarketing
9
do notuse contentmarketing
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
4SponSored by
B2B marketers use an average of 12 content marketing tactics
Average Number of TacticsB2B Marketers Use
11
1419
28
0 10 20 30 40
7
20+ Tactics
16-19 Tactics
13-15 Tactics
2010-12 Tactics
5-9 Tactics
1-4 Tactics Average 12
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
5SponSored by
B2B Content Marketing Usage (by Tactic)
0
20
40
60
80
100
Socia
l Med
ia ndash
Othe
r tha
n Blo
gs
Artic
les o
n You
r Web
site
eNew
slette
rs
Blog
s
Case
Stud
ies
Vide
os
Artic
les o
n Oth
er W
ebsit
es
In-p
erso
n Eve
nts
Whi
te Pa
pers
Web
inar
sW
ebca
sts
Rese
arch
Rep
orts
Micr
osite
s
Info
grap
hics
Bran
ded C
onte
nt To
ols
Mobi
le C
onte
nt
eBoo
ks
Prin
t Mag
azin
es
Book
s
Virtu
al C
onfe
renc
es
Podc
asts
Mobi
le Ap
ps
Digi
tal M
agaz
ines
Prin
t New
slette
rs
Annu
al Re
ports
Licen
sed
Synd
icate
d Con
tent
Gam
esG
amific
ation
87
83
7778
70 7069
6159
44
4038 38
33 32312928 27
26
262524
2011
71
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
6SponSored by
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
The use of certain B2B content marketing tacticshas risen greatly
7SponSored by
Confidence GapEffectiveness Ratings of Tactics Among B2B Users
67 33363941
4242
434345
475050
6461595858575755
535050
Believe Itrsquos Effective Believe Itrsquos 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
WebinarsWebcasts
Blogs
Videos
eNewsletters
Research Reports
White Papers
eBooks
Microsites
Articles on Your Website
Articles on Other Websites
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
8SponSored by
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 to distribute content
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
9SponSored by
0 20 40 60 80 100
8371
74
70
56
13
20
10
80
80
61
39
26NA
NA
NA
NA
NA
NA
NA
12
23
10
10
8
7
7
6
YouTube
Google+
SlideShare
Vimeo
Flickr
StumbleUpon
Foursquare
Tumblr
Quora
B2B
2012 2011
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
10SponSored by
Organizational Goals for B2B Content Marketing
7974
7164
646360
4543
Brand Awareness
Customer Acquisition
Lead Generation
Customer RetentionLoyaltyThought Leadership
Engagement
Website Traffic
SalesLead ManagementNurturing
100 20 30 40 50 60 70 80 90 100
More B2B marketers are using content marketing to achieve organizational goals
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
11SponSored by
Measurement Criteria for B2B Content Marketing Success
5145
4341
4141
3935
2624
2213
5
60
100 20 30 40 50 60 70 80 90 100
Web Traffic
Sales Lead Quality
Social Media Sharing
Sales Lead Quantity
Direct Sales
SEO Ranking
Inbound Links
Cross-selling
Cost Savings
Benchmark Li of Company Awareness
Increased Customer Loyalty
Benchmark Li of ProductService Awareness
Time Spent on Website
Qualitative Feedback from Customers
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
12SponSored by
B2B Content Marketing Spending (Over Next 12 Months)
9
45
Significantly Increase
Decrease
34Remain the
Same
2
Unsure10
Increase
More than half of B2B marketers plan to increase their content marketing budget over the next 12 months
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
13SponSored by
Total Marketing Budget Spent on B2B Content Marketing
4234
26
23
20
31
20122011
22
24
0 10 20 30 40 50 60
Micro (Fewer Than 10 Employees)
Small (10-99 Employees)
2633Overall
Midsize (100-999 Employees)
Large (1000+ Employees)
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
33 of B2B marketing budgets are now allocated to content marketing
14SponSored by
Insourcing vs Outsourcing of B2B Content Creation
5638
4
58
1
20122011
43
0 10 20 30 40 50 60 70
In-House Only
Outsourced Only
Both
More companies are creating B2B marketing content in-house
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
15SponSored by
Percentage of Companies that Outsource B2B Content Creation
3353
60
62
74
42
20122011
53
65
0 10 20 30 40 50 60 70 80
Micro (Fewer Than 10 Employees)
Small (10-99 Employees)
5844Average
Midsize (100-999 Employees)
Large (1000+ Employees)
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
On average 44 of companies outsource B2B content creation
16SponSored by
How B2B Organizations Tailor Content
5957
51
39
12
52
20122011
42
0 10 20 30 40 50 60 70 80
Profile of Individual Decision Makers
Company Characteristics
8None
Stage in the Buying Cycle
NA23Personalized Content Preferences
Nearly all B2B marketers segment their content
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
17SponSored by
Challenges that B2B Content Marketers Face
6452
14
Producing Enough Content
Producing the Kind of Content that Engages
39Lack of Budget
22Lack of Buy-inVision
26Lack of Knowledge Training and Resources
45Producing a Variety of Content
33Inability to Measure Content Effectiveness
Finding Trained Content Marketing Professionals
25Lack 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
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
18SponSored by
Biggest B2B Content Marketing Challenge
2920
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
NA
NA
6Lack of Knowledge Training and Resources
Lack of Budget
Lack of Buy-inVision
75Producing a Variety of Content
5Inability to Measure Content Effectiveness
NA4Lack of Integration Across Marketing
NA2Finding Trained Content Marketing Professionals
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
19SponSored by
How B2B Marketers Rate the Effectiveness of Their Organizationrsquos
Use of Content Marketing
630
4515
2
Very Effective
Not At All Effective
100 20 30 40 50 60 70 80 90 100
54321
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
20SponSored by
Comparison of Most Effective B2B Content Marketers with Least Effective B2B Content Marketers
Percentage of marketing budget allocated to content marketing
Average number of tactics used
Average number of social platforms used
Percentage that plans to increase content marketing spend next year
Tailor content to profile of decision maker
Challenged with producing engaging content
Challenged with lack of buy-invision from higher-ups
Most Effective OverallAverage 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 BenchmarksndashNorth America CMIMarketingProfs
21SponSored by
22SPONSORED BY
B2B Industry Classification
AdvertisingMarketing
25Other
22
Consulting
e
Manufacturing
InternetOnlineServices
PublishingMedia
1212
6
65
5
4
3
BusinessServices (Other)
HealthcareMedicalPharmaceutical
BankingAccountingFinancial
Size of B2B Company(by Employees)
Micro(Fewer than
10 Employees)
39Small
(10-99 Employees)
28
Midsize(100-999
Employees)
Large(1000+ Employees)
17
5
B2B Job TitleFunction
AdvertisingMarketingCommunicationsPR
37
Corporate ManagementOwner
ContentCreationManagement
31
7
Other3
Marketing Administration
Support6
Sales Administration
Support1
WebsiteTechnology Programmer
1
6
5
Consultant
SalesBusinessManagement
5General
Management
23SponSored by
2SponSored by
Chief Content OfficerMarketingProfs
Founder amp Executive DirectorContent Marketing Institute
3SponSored by
Percentage of B2B Respondents Using Content Marketing
91
use contentmarketing
9
do notuse contentmarketing
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
4SponSored by
B2B marketers use an average of 12 content marketing tactics
Average Number of TacticsB2B Marketers Use
11
1419
28
0 10 20 30 40
7
20+ Tactics
16-19 Tactics
13-15 Tactics
2010-12 Tactics
5-9 Tactics
1-4 Tactics Average 12
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
5SponSored by
B2B Content Marketing Usage (by Tactic)
0
20
40
60
80
100
Socia
l Med
ia ndash
Othe
r tha
n Blo
gs
Artic
les o
n You
r Web
site
eNew
slette
rs
Blog
s
Case
Stud
ies
Vide
os
Artic
les o
n Oth
er W
ebsit
es
In-p
erso
n Eve
nts
Whi
te Pa
pers
Web
inar
sW
ebca
sts
Rese
arch
Rep
orts
Micr
osite
s
Info
grap
hics
Bran
ded C
onte
nt To
ols
Mobi
le C
onte
nt
eBoo
ks
Prin
t Mag
azin
es
Book
s
Virtu
al C
onfe
renc
es
Podc
asts
Mobi
le Ap
ps
Digi
tal M
agaz
ines
Prin
t New
slette
rs
Annu
al Re
ports
Licen
sed
Synd
icate
d Con
tent
Gam
esG
amific
ation
87
83
7778
70 7069
6159
44
4038 38
33 32312928 27
26
262524
2011
71
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
6SponSored by
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
The use of certain B2B content marketing tacticshas risen greatly
7SponSored by
Confidence GapEffectiveness Ratings of Tactics Among B2B Users
67 33363941
4242
434345
475050
6461595858575755
535050
Believe Itrsquos Effective Believe Itrsquos 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
WebinarsWebcasts
Blogs
Videos
eNewsletters
Research Reports
White Papers
eBooks
Microsites
Articles on Your Website
Articles on Other Websites
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
8SponSored by
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 to distribute content
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
9SponSored by
0 20 40 60 80 100
8371
74
70
56
13
20
10
80
80
61
39
26NA
NA
NA
NA
NA
NA
NA
12
23
10
10
8
7
7
6
YouTube
Google+
SlideShare
Vimeo
Flickr
StumbleUpon
Foursquare
Tumblr
Quora
B2B
2012 2011
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
10SponSored by
Organizational Goals for B2B Content Marketing
7974
7164
646360
4543
Brand Awareness
Customer Acquisition
Lead Generation
Customer RetentionLoyaltyThought Leadership
Engagement
Website Traffic
SalesLead ManagementNurturing
100 20 30 40 50 60 70 80 90 100
More B2B marketers are using content marketing to achieve organizational goals
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
11SponSored by
Measurement Criteria for B2B Content Marketing Success
5145
4341
4141
3935
2624
2213
5
60
100 20 30 40 50 60 70 80 90 100
Web Traffic
Sales Lead Quality
Social Media Sharing
Sales Lead Quantity
Direct Sales
SEO Ranking
Inbound Links
Cross-selling
Cost Savings
Benchmark Li of Company Awareness
Increased Customer Loyalty
Benchmark Li of ProductService Awareness
Time Spent on Website
Qualitative Feedback from Customers
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
12SponSored by
B2B Content Marketing Spending (Over Next 12 Months)
9
45
Significantly Increase
Decrease
34Remain the
Same
2
Unsure10
Increase
More than half of B2B marketers plan to increase their content marketing budget over the next 12 months
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
13SponSored by
Total Marketing Budget Spent on B2B Content Marketing
4234
26
23
20
31
20122011
22
24
0 10 20 30 40 50 60
Micro (Fewer Than 10 Employees)
Small (10-99 Employees)
2633Overall
Midsize (100-999 Employees)
Large (1000+ Employees)
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
33 of B2B marketing budgets are now allocated to content marketing
14SponSored by
Insourcing vs Outsourcing of B2B Content Creation
5638
4
58
1
20122011
43
0 10 20 30 40 50 60 70
In-House Only
Outsourced Only
Both
More companies are creating B2B marketing content in-house
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
15SponSored by
Percentage of Companies that Outsource B2B Content Creation
3353
60
62
74
42
20122011
53
65
0 10 20 30 40 50 60 70 80
Micro (Fewer Than 10 Employees)
Small (10-99 Employees)
5844Average
Midsize (100-999 Employees)
Large (1000+ Employees)
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
On average 44 of companies outsource B2B content creation
16SponSored by
How B2B Organizations Tailor Content
5957
51
39
12
52
20122011
42
0 10 20 30 40 50 60 70 80
Profile of Individual Decision Makers
Company Characteristics
8None
Stage in the Buying Cycle
NA23Personalized Content Preferences
Nearly all B2B marketers segment their content
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
17SponSored by
Challenges that B2B Content Marketers Face
6452
14
Producing Enough Content
Producing the Kind of Content that Engages
39Lack of Budget
22Lack of Buy-inVision
26Lack of Knowledge Training and Resources
45Producing a Variety of Content
33Inability to Measure Content Effectiveness
Finding Trained Content Marketing Professionals
25Lack 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
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
18SponSored by
Biggest B2B Content Marketing Challenge
2920
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
NA
NA
6Lack of Knowledge Training and Resources
Lack of Budget
Lack of Buy-inVision
75Producing a Variety of Content
5Inability to Measure Content Effectiveness
NA4Lack of Integration Across Marketing
NA2Finding Trained Content Marketing Professionals
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
19SponSored by
How B2B Marketers Rate the Effectiveness of Their Organizationrsquos
Use of Content Marketing
630
4515
2
Very Effective
Not At All Effective
100 20 30 40 50 60 70 80 90 100
54321
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
20SponSored by
Comparison of Most Effective B2B Content Marketers with Least Effective B2B Content Marketers
Percentage of marketing budget allocated to content marketing
Average number of tactics used
Average number of social platforms used
Percentage that plans to increase content marketing spend next year
Tailor content to profile of decision maker
Challenged with producing engaging content
Challenged with lack of buy-invision from higher-ups
Most Effective OverallAverage 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 BenchmarksndashNorth America CMIMarketingProfs
21SponSored by
22SPONSORED BY
B2B Industry Classification
AdvertisingMarketing
25Other
22
Consulting
e
Manufacturing
InternetOnlineServices
PublishingMedia
1212
6
65
5
4
3
BusinessServices (Other)
HealthcareMedicalPharmaceutical
BankingAccountingFinancial
Size of B2B Company(by Employees)
Micro(Fewer than
10 Employees)
39Small
(10-99 Employees)
28
Midsize(100-999
Employees)
Large(1000+ Employees)
17
5
B2B Job TitleFunction
AdvertisingMarketingCommunicationsPR
37
Corporate ManagementOwner
ContentCreationManagement
31
7
Other3
Marketing Administration
Support6
Sales Administration
Support1
WebsiteTechnology Programmer
1
6
5
Consultant
SalesBusinessManagement
5General
Management
23SponSored by
3SponSored by
Percentage of B2B Respondents Using Content Marketing
91
use contentmarketing
9
do notuse contentmarketing
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
4SponSored by
B2B marketers use an average of 12 content marketing tactics
Average Number of TacticsB2B Marketers Use
11
1419
28
0 10 20 30 40
7
20+ Tactics
16-19 Tactics
13-15 Tactics
2010-12 Tactics
5-9 Tactics
1-4 Tactics Average 12
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
5SponSored by
B2B Content Marketing Usage (by Tactic)
0
20
40
60
80
100
Socia
l Med
ia ndash
Othe
r tha
n Blo
gs
Artic
les o
n You
r Web
site
eNew
slette
rs
Blog
s
Case
Stud
ies
Vide
os
Artic
les o
n Oth
er W
ebsit
es
In-p
erso
n Eve
nts
Whi
te Pa
pers
Web
inar
sW
ebca
sts
Rese
arch
Rep
orts
Micr
osite
s
Info
grap
hics
Bran
ded C
onte
nt To
ols
Mobi
le C
onte
nt
eBoo
ks
Prin
t Mag
azin
es
Book
s
Virtu
al C
onfe
renc
es
Podc
asts
Mobi
le Ap
ps
Digi
tal M
agaz
ines
Prin
t New
slette
rs
Annu
al Re
ports
Licen
sed
Synd
icate
d Con
tent
Gam
esG
amific
ation
87
83
7778
70 7069
6159
44
4038 38
33 32312928 27
26
262524
2011
71
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
6SponSored by
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
The use of certain B2B content marketing tacticshas risen greatly
7SponSored by
Confidence GapEffectiveness Ratings of Tactics Among B2B Users
67 33363941
4242
434345
475050
6461595858575755
535050
Believe Itrsquos Effective Believe Itrsquos 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
WebinarsWebcasts
Blogs
Videos
eNewsletters
Research Reports
White Papers
eBooks
Microsites
Articles on Your Website
Articles on Other Websites
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
8SponSored by
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 to distribute content
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
9SponSored by
0 20 40 60 80 100
8371
74
70
56
13
20
10
80
80
61
39
26NA
NA
NA
NA
NA
NA
NA
12
23
10
10
8
7
7
6
YouTube
Google+
SlideShare
Vimeo
Flickr
StumbleUpon
Foursquare
Tumblr
Quora
B2B
2012 2011
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
10SponSored by
Organizational Goals for B2B Content Marketing
7974
7164
646360
4543
Brand Awareness
Customer Acquisition
Lead Generation
Customer RetentionLoyaltyThought Leadership
Engagement
Website Traffic
SalesLead ManagementNurturing
100 20 30 40 50 60 70 80 90 100
More B2B marketers are using content marketing to achieve organizational goals
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
11SponSored by
Measurement Criteria for B2B Content Marketing Success
5145
4341
4141
3935
2624
2213
5
60
100 20 30 40 50 60 70 80 90 100
Web Traffic
Sales Lead Quality
Social Media Sharing
Sales Lead Quantity
Direct Sales
SEO Ranking
Inbound Links
Cross-selling
Cost Savings
Benchmark Li of Company Awareness
Increased Customer Loyalty
Benchmark Li of ProductService Awareness
Time Spent on Website
Qualitative Feedback from Customers
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
12SponSored by
B2B Content Marketing Spending (Over Next 12 Months)
9
45
Significantly Increase
Decrease
34Remain the
Same
2
Unsure10
Increase
More than half of B2B marketers plan to increase their content marketing budget over the next 12 months
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
13SponSored by
Total Marketing Budget Spent on B2B Content Marketing
4234
26
23
20
31
20122011
22
24
0 10 20 30 40 50 60
Micro (Fewer Than 10 Employees)
Small (10-99 Employees)
2633Overall
Midsize (100-999 Employees)
Large (1000+ Employees)
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
33 of B2B marketing budgets are now allocated to content marketing
14SponSored by
Insourcing vs Outsourcing of B2B Content Creation
5638
4
58
1
20122011
43
0 10 20 30 40 50 60 70
In-House Only
Outsourced Only
Both
More companies are creating B2B marketing content in-house
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
15SponSored by
Percentage of Companies that Outsource B2B Content Creation
3353
60
62
74
42
20122011
53
65
0 10 20 30 40 50 60 70 80
Micro (Fewer Than 10 Employees)
Small (10-99 Employees)
5844Average
Midsize (100-999 Employees)
Large (1000+ Employees)
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
On average 44 of companies outsource B2B content creation
16SponSored by
How B2B Organizations Tailor Content
5957
51
39
12
52
20122011
42
0 10 20 30 40 50 60 70 80
Profile of Individual Decision Makers
Company Characteristics
8None
Stage in the Buying Cycle
NA23Personalized Content Preferences
Nearly all B2B marketers segment their content
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
17SponSored by
Challenges that B2B Content Marketers Face
6452
14
Producing Enough Content
Producing the Kind of Content that Engages
39Lack of Budget
22Lack of Buy-inVision
26Lack of Knowledge Training and Resources
45Producing a Variety of Content
33Inability to Measure Content Effectiveness
Finding Trained Content Marketing Professionals
25Lack 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
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
18SponSored by
Biggest B2B Content Marketing Challenge
2920
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
NA
NA
6Lack of Knowledge Training and Resources
Lack of Budget
Lack of Buy-inVision
75Producing a Variety of Content
5Inability to Measure Content Effectiveness
NA4Lack of Integration Across Marketing
NA2Finding Trained Content Marketing Professionals
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
19SponSored by
How B2B Marketers Rate the Effectiveness of Their Organizationrsquos
Use of Content Marketing
630
4515
2
Very Effective
Not At All Effective
100 20 30 40 50 60 70 80 90 100
54321
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
20SponSored by
Comparison of Most Effective B2B Content Marketers with Least Effective B2B Content Marketers
Percentage of marketing budget allocated to content marketing
Average number of tactics used
Average number of social platforms used
Percentage that plans to increase content marketing spend next year
Tailor content to profile of decision maker
Challenged with producing engaging content
Challenged with lack of buy-invision from higher-ups
Most Effective OverallAverage 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 BenchmarksndashNorth America CMIMarketingProfs
21SponSored by
22SPONSORED BY
B2B Industry Classification
AdvertisingMarketing
25Other
22
Consulting
e
Manufacturing
InternetOnlineServices
PublishingMedia
1212
6
65
5
4
3
BusinessServices (Other)
HealthcareMedicalPharmaceutical
BankingAccountingFinancial
Size of B2B Company(by Employees)
Micro(Fewer than
10 Employees)
39Small
(10-99 Employees)
28
Midsize(100-999
Employees)
Large(1000+ Employees)
17
5
B2B Job TitleFunction
AdvertisingMarketingCommunicationsPR
37
Corporate ManagementOwner
ContentCreationManagement
31
7
Other3
Marketing Administration
Support6
Sales Administration
Support1
WebsiteTechnology Programmer
1
6
5
Consultant
SalesBusinessManagement
5General
Management
23SponSored by
4SponSored by
B2B marketers use an average of 12 content marketing tactics
Average Number of TacticsB2B Marketers Use
11
1419
28
0 10 20 30 40
7
20+ Tactics
16-19 Tactics
13-15 Tactics
2010-12 Tactics
5-9 Tactics
1-4 Tactics Average 12
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
5SponSored by
B2B Content Marketing Usage (by Tactic)
0
20
40
60
80
100
Socia
l Med
ia ndash
Othe
r tha
n Blo
gs
Artic
les o
n You
r Web
site
eNew
slette
rs
Blog
s
Case
Stud
ies
Vide
os
Artic
les o
n Oth
er W
ebsit
es
In-p
erso
n Eve
nts
Whi
te Pa
pers
Web
inar
sW
ebca
sts
Rese
arch
Rep
orts
Micr
osite
s
Info
grap
hics
Bran
ded C
onte
nt To
ols
Mobi
le C
onte
nt
eBoo
ks
Prin
t Mag
azin
es
Book
s
Virtu
al C
onfe
renc
es
Podc
asts
Mobi
le Ap
ps
Digi
tal M
agaz
ines
Prin
t New
slette
rs
Annu
al Re
ports
Licen
sed
Synd
icate
d Con
tent
Gam
esG
amific
ation
87
83
7778
70 7069
6159
44
4038 38
33 32312928 27
26
262524
2011
71
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
6SponSored by
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
The use of certain B2B content marketing tacticshas risen greatly
7SponSored by
Confidence GapEffectiveness Ratings of Tactics Among B2B Users
67 33363941
4242
434345
475050
6461595858575755
535050
Believe Itrsquos Effective Believe Itrsquos 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
WebinarsWebcasts
Blogs
Videos
eNewsletters
Research Reports
White Papers
eBooks
Microsites
Articles on Your Website
Articles on Other Websites
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
8SponSored by
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 to distribute content
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
9SponSored by
0 20 40 60 80 100
8371
74
70
56
13
20
10
80
80
61
39
26NA
NA
NA
NA
NA
NA
NA
12
23
10
10
8
7
7
6
YouTube
Google+
SlideShare
Vimeo
Flickr
StumbleUpon
Foursquare
Tumblr
Quora
B2B
2012 2011
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
10SponSored by
Organizational Goals for B2B Content Marketing
7974
7164
646360
4543
Brand Awareness
Customer Acquisition
Lead Generation
Customer RetentionLoyaltyThought Leadership
Engagement
Website Traffic
SalesLead ManagementNurturing
100 20 30 40 50 60 70 80 90 100
More B2B marketers are using content marketing to achieve organizational goals
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
11SponSored by
Measurement Criteria for B2B Content Marketing Success
5145
4341
4141
3935
2624
2213
5
60
100 20 30 40 50 60 70 80 90 100
Web Traffic
Sales Lead Quality
Social Media Sharing
Sales Lead Quantity
Direct Sales
SEO Ranking
Inbound Links
Cross-selling
Cost Savings
Benchmark Li of Company Awareness
Increased Customer Loyalty
Benchmark Li of ProductService Awareness
Time Spent on Website
Qualitative Feedback from Customers
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
12SponSored by
B2B Content Marketing Spending (Over Next 12 Months)
9
45
Significantly Increase
Decrease
34Remain the
Same
2
Unsure10
Increase
More than half of B2B marketers plan to increase their content marketing budget over the next 12 months
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
13SponSored by
Total Marketing Budget Spent on B2B Content Marketing
4234
26
23
20
31
20122011
22
24
0 10 20 30 40 50 60
Micro (Fewer Than 10 Employees)
Small (10-99 Employees)
2633Overall
Midsize (100-999 Employees)
Large (1000+ Employees)
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
33 of B2B marketing budgets are now allocated to content marketing
14SponSored by
Insourcing vs Outsourcing of B2B Content Creation
5638
4
58
1
20122011
43
0 10 20 30 40 50 60 70
In-House Only
Outsourced Only
Both
More companies are creating B2B marketing content in-house
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
15SponSored by
Percentage of Companies that Outsource B2B Content Creation
3353
60
62
74
42
20122011
53
65
0 10 20 30 40 50 60 70 80
Micro (Fewer Than 10 Employees)
Small (10-99 Employees)
5844Average
Midsize (100-999 Employees)
Large (1000+ Employees)
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
On average 44 of companies outsource B2B content creation
16SponSored by
How B2B Organizations Tailor Content
5957
51
39
12
52
20122011
42
0 10 20 30 40 50 60 70 80
Profile of Individual Decision Makers
Company Characteristics
8None
Stage in the Buying Cycle
NA23Personalized Content Preferences
Nearly all B2B marketers segment their content
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
17SponSored by
Challenges that B2B Content Marketers Face
6452
14
Producing Enough Content
Producing the Kind of Content that Engages
39Lack of Budget
22Lack of Buy-inVision
26Lack of Knowledge Training and Resources
45Producing a Variety of Content
33Inability to Measure Content Effectiveness
Finding Trained Content Marketing Professionals
25Lack 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
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
18SponSored by
Biggest B2B Content Marketing Challenge
2920
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
NA
NA
6Lack of Knowledge Training and Resources
Lack of Budget
Lack of Buy-inVision
75Producing a Variety of Content
5Inability to Measure Content Effectiveness
NA4Lack of Integration Across Marketing
NA2Finding Trained Content Marketing Professionals
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
19SponSored by
How B2B Marketers Rate the Effectiveness of Their Organizationrsquos
Use of Content Marketing
630
4515
2
Very Effective
Not At All Effective
100 20 30 40 50 60 70 80 90 100
54321
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
20SponSored by
Comparison of Most Effective B2B Content Marketers with Least Effective B2B Content Marketers
Percentage of marketing budget allocated to content marketing
Average number of tactics used
Average number of social platforms used
Percentage that plans to increase content marketing spend next year
Tailor content to profile of decision maker
Challenged with producing engaging content
Challenged with lack of buy-invision from higher-ups
Most Effective OverallAverage 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 BenchmarksndashNorth America CMIMarketingProfs
21SponSored by
22SPONSORED BY
B2B Industry Classification
AdvertisingMarketing
25Other
22
Consulting
e
Manufacturing
InternetOnlineServices
PublishingMedia
1212
6
65
5
4
3
BusinessServices (Other)
HealthcareMedicalPharmaceutical
BankingAccountingFinancial
Size of B2B Company(by Employees)
Micro(Fewer than
10 Employees)
39Small
(10-99 Employees)
28
Midsize(100-999
Employees)
Large(1000+ Employees)
17
5
B2B Job TitleFunction
AdvertisingMarketingCommunicationsPR
37
Corporate ManagementOwner
ContentCreationManagement
31
7
Other3
Marketing Administration
Support6
Sales Administration
Support1
WebsiteTechnology Programmer
1
6
5
Consultant
SalesBusinessManagement
5General
Management
23SponSored by
5SponSored by
B2B Content Marketing Usage (by Tactic)
0
20
40
60
80
100
Socia
l Med
ia ndash
Othe
r tha
n Blo
gs
Artic
les o
n You
r Web
site
eNew
slette
rs
Blog
s
Case
Stud
ies
Vide
os
Artic
les o
n Oth
er W
ebsit
es
In-p
erso
n Eve
nts
Whi
te Pa
pers
Web
inar
sW
ebca
sts
Rese
arch
Rep
orts
Micr
osite
s
Info
grap
hics
Bran
ded C
onte
nt To
ols
Mobi
le C
onte
nt
eBoo
ks
Prin
t Mag
azin
es
Book
s
Virtu
al C
onfe
renc
es
Podc
asts
Mobi
le Ap
ps
Digi
tal M
agaz
ines
Prin
t New
slette
rs
Annu
al Re
ports
Licen
sed
Synd
icate
d Con
tent
Gam
esG
amific
ation
87
83
7778
70 7069
6159
44
4038 38
33 32312928 27
26
262524
2011
71
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
6SponSored by
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
The use of certain B2B content marketing tacticshas risen greatly
7SponSored by
Confidence GapEffectiveness Ratings of Tactics Among B2B Users
67 33363941
4242
434345
475050
6461595858575755
535050
Believe Itrsquos Effective Believe Itrsquos 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
WebinarsWebcasts
Blogs
Videos
eNewsletters
Research Reports
White Papers
eBooks
Microsites
Articles on Your Website
Articles on Other Websites
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
8SponSored by
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 to distribute content
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
9SponSored by
0 20 40 60 80 100
8371
74
70
56
13
20
10
80
80
61
39
26NA
NA
NA
NA
NA
NA
NA
12
23
10
10
8
7
7
6
YouTube
Google+
SlideShare
Vimeo
Flickr
StumbleUpon
Foursquare
Tumblr
Quora
B2B
2012 2011
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
10SponSored by
Organizational Goals for B2B Content Marketing
7974
7164
646360
4543
Brand Awareness
Customer Acquisition
Lead Generation
Customer RetentionLoyaltyThought Leadership
Engagement
Website Traffic
SalesLead ManagementNurturing
100 20 30 40 50 60 70 80 90 100
More B2B marketers are using content marketing to achieve organizational goals
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
11SponSored by
Measurement Criteria for B2B Content Marketing Success
5145
4341
4141
3935
2624
2213
5
60
100 20 30 40 50 60 70 80 90 100
Web Traffic
Sales Lead Quality
Social Media Sharing
Sales Lead Quantity
Direct Sales
SEO Ranking
Inbound Links
Cross-selling
Cost Savings
Benchmark Li of Company Awareness
Increased Customer Loyalty
Benchmark Li of ProductService Awareness
Time Spent on Website
Qualitative Feedback from Customers
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
12SponSored by
B2B Content Marketing Spending (Over Next 12 Months)
9
45
Significantly Increase
Decrease
34Remain the
Same
2
Unsure10
Increase
More than half of B2B marketers plan to increase their content marketing budget over the next 12 months
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
13SponSored by
Total Marketing Budget Spent on B2B Content Marketing
4234
26
23
20
31
20122011
22
24
0 10 20 30 40 50 60
Micro (Fewer Than 10 Employees)
Small (10-99 Employees)
2633Overall
Midsize (100-999 Employees)
Large (1000+ Employees)
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
33 of B2B marketing budgets are now allocated to content marketing
14SponSored by
Insourcing vs Outsourcing of B2B Content Creation
5638
4
58
1
20122011
43
0 10 20 30 40 50 60 70
In-House Only
Outsourced Only
Both
More companies are creating B2B marketing content in-house
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
15SponSored by
Percentage of Companies that Outsource B2B Content Creation
3353
60
62
74
42
20122011
53
65
0 10 20 30 40 50 60 70 80
Micro (Fewer Than 10 Employees)
Small (10-99 Employees)
5844Average
Midsize (100-999 Employees)
Large (1000+ Employees)
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
On average 44 of companies outsource B2B content creation
16SponSored by
How B2B Organizations Tailor Content
5957
51
39
12
52
20122011
42
0 10 20 30 40 50 60 70 80
Profile of Individual Decision Makers
Company Characteristics
8None
Stage in the Buying Cycle
NA23Personalized Content Preferences
Nearly all B2B marketers segment their content
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
17SponSored by
Challenges that B2B Content Marketers Face
6452
14
Producing Enough Content
Producing the Kind of Content that Engages
39Lack of Budget
22Lack of Buy-inVision
26Lack of Knowledge Training and Resources
45Producing a Variety of Content
33Inability to Measure Content Effectiveness
Finding Trained Content Marketing Professionals
25Lack 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
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
18SponSored by
Biggest B2B Content Marketing Challenge
2920
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
NA
NA
6Lack of Knowledge Training and Resources
Lack of Budget
Lack of Buy-inVision
75Producing a Variety of Content
5Inability to Measure Content Effectiveness
NA4Lack of Integration Across Marketing
NA2Finding Trained Content Marketing Professionals
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
19SponSored by
How B2B Marketers Rate the Effectiveness of Their Organizationrsquos
Use of Content Marketing
630
4515
2
Very Effective
Not At All Effective
100 20 30 40 50 60 70 80 90 100
54321
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
20SponSored by
Comparison of Most Effective B2B Content Marketers with Least Effective B2B Content Marketers
Percentage of marketing budget allocated to content marketing
Average number of tactics used
Average number of social platforms used
Percentage that plans to increase content marketing spend next year
Tailor content to profile of decision maker
Challenged with producing engaging content
Challenged with lack of buy-invision from higher-ups
Most Effective OverallAverage 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 BenchmarksndashNorth America CMIMarketingProfs
21SponSored by
22SPONSORED BY
B2B Industry Classification
AdvertisingMarketing
25Other
22
Consulting
e
Manufacturing
InternetOnlineServices
PublishingMedia
1212
6
65
5
4
3
BusinessServices (Other)
HealthcareMedicalPharmaceutical
BankingAccountingFinancial
Size of B2B Company(by Employees)
Micro(Fewer than
10 Employees)
39Small
(10-99 Employees)
28
Midsize(100-999
Employees)
Large(1000+ Employees)
17
5
B2B Job TitleFunction
AdvertisingMarketingCommunicationsPR
37
Corporate ManagementOwner
ContentCreationManagement
31
7
Other3
Marketing Administration
Support6
Sales Administration
Support1
WebsiteTechnology Programmer
1
6
5
Consultant
SalesBusinessManagement
5General
Management
23SponSored by
6SponSored by
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
The use of certain B2B content marketing tacticshas risen greatly
7SponSored by
Confidence GapEffectiveness Ratings of Tactics Among B2B Users
67 33363941
4242
434345
475050
6461595858575755
535050
Believe Itrsquos Effective Believe Itrsquos 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
WebinarsWebcasts
Blogs
Videos
eNewsletters
Research Reports
White Papers
eBooks
Microsites
Articles on Your Website
Articles on Other Websites
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
8SponSored by
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 to distribute content
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
9SponSored by
0 20 40 60 80 100
8371
74
70
56
13
20
10
80
80
61
39
26NA
NA
NA
NA
NA
NA
NA
12
23
10
10
8
7
7
6
YouTube
Google+
SlideShare
Vimeo
Flickr
StumbleUpon
Foursquare
Tumblr
Quora
B2B
2012 2011
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
10SponSored by
Organizational Goals for B2B Content Marketing
7974
7164
646360
4543
Brand Awareness
Customer Acquisition
Lead Generation
Customer RetentionLoyaltyThought Leadership
Engagement
Website Traffic
SalesLead ManagementNurturing
100 20 30 40 50 60 70 80 90 100
More B2B marketers are using content marketing to achieve organizational goals
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
11SponSored by
Measurement Criteria for B2B Content Marketing Success
5145
4341
4141
3935
2624
2213
5
60
100 20 30 40 50 60 70 80 90 100
Web Traffic
Sales Lead Quality
Social Media Sharing
Sales Lead Quantity
Direct Sales
SEO Ranking
Inbound Links
Cross-selling
Cost Savings
Benchmark Li of Company Awareness
Increased Customer Loyalty
Benchmark Li of ProductService Awareness
Time Spent on Website
Qualitative Feedback from Customers
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
12SponSored by
B2B Content Marketing Spending (Over Next 12 Months)
9
45
Significantly Increase
Decrease
34Remain the
Same
2
Unsure10
Increase
More than half of B2B marketers plan to increase their content marketing budget over the next 12 months
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
13SponSored by
Total Marketing Budget Spent on B2B Content Marketing
4234
26
23
20
31
20122011
22
24
0 10 20 30 40 50 60
Micro (Fewer Than 10 Employees)
Small (10-99 Employees)
2633Overall
Midsize (100-999 Employees)
Large (1000+ Employees)
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
33 of B2B marketing budgets are now allocated to content marketing
14SponSored by
Insourcing vs Outsourcing of B2B Content Creation
5638
4
58
1
20122011
43
0 10 20 30 40 50 60 70
In-House Only
Outsourced Only
Both
More companies are creating B2B marketing content in-house
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
15SponSored by
Percentage of Companies that Outsource B2B Content Creation
3353
60
62
74
42
20122011
53
65
0 10 20 30 40 50 60 70 80
Micro (Fewer Than 10 Employees)
Small (10-99 Employees)
5844Average
Midsize (100-999 Employees)
Large (1000+ Employees)
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
On average 44 of companies outsource B2B content creation
16SponSored by
How B2B Organizations Tailor Content
5957
51
39
12
52
20122011
42
0 10 20 30 40 50 60 70 80
Profile of Individual Decision Makers
Company Characteristics
8None
Stage in the Buying Cycle
NA23Personalized Content Preferences
Nearly all B2B marketers segment their content
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
17SponSored by
Challenges that B2B Content Marketers Face
6452
14
Producing Enough Content
Producing the Kind of Content that Engages
39Lack of Budget
22Lack of Buy-inVision
26Lack of Knowledge Training and Resources
45Producing a Variety of Content
33Inability to Measure Content Effectiveness
Finding Trained Content Marketing Professionals
25Lack 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
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
18SponSored by
Biggest B2B Content Marketing Challenge
2920
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
NA
NA
6Lack of Knowledge Training and Resources
Lack of Budget
Lack of Buy-inVision
75Producing a Variety of Content
5Inability to Measure Content Effectiveness
NA4Lack of Integration Across Marketing
NA2Finding Trained Content Marketing Professionals
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
19SponSored by
How B2B Marketers Rate the Effectiveness of Their Organizationrsquos
Use of Content Marketing
630
4515
2
Very Effective
Not At All Effective
100 20 30 40 50 60 70 80 90 100
54321
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
20SponSored by
Comparison of Most Effective B2B Content Marketers with Least Effective B2B Content Marketers
Percentage of marketing budget allocated to content marketing
Average number of tactics used
Average number of social platforms used
Percentage that plans to increase content marketing spend next year
Tailor content to profile of decision maker
Challenged with producing engaging content
Challenged with lack of buy-invision from higher-ups
Most Effective OverallAverage 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 BenchmarksndashNorth America CMIMarketingProfs
21SponSored by
22SPONSORED BY
B2B Industry Classification
AdvertisingMarketing
25Other
22
Consulting
e
Manufacturing
InternetOnlineServices
PublishingMedia
1212
6
65
5
4
3
BusinessServices (Other)
HealthcareMedicalPharmaceutical
BankingAccountingFinancial
Size of B2B Company(by Employees)
Micro(Fewer than
10 Employees)
39Small
(10-99 Employees)
28
Midsize(100-999
Employees)
Large(1000+ Employees)
17
5
B2B Job TitleFunction
AdvertisingMarketingCommunicationsPR
37
Corporate ManagementOwner
ContentCreationManagement
31
7
Other3
Marketing Administration
Support6
Sales Administration
Support1
WebsiteTechnology Programmer
1
6
5
Consultant
SalesBusinessManagement
5General
Management
23SponSored by
7SponSored by
Confidence GapEffectiveness Ratings of Tactics Among B2B Users
67 33363941
4242
434345
475050
6461595858575755
535050
Believe Itrsquos Effective Believe Itrsquos 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
WebinarsWebcasts
Blogs
Videos
eNewsletters
Research Reports
White Papers
eBooks
Microsites
Articles on Your Website
Articles on Other Websites
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
8SponSored by
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 to distribute content
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
9SponSored by
0 20 40 60 80 100
8371
74
70
56
13
20
10
80
80
61
39
26NA
NA
NA
NA
NA
NA
NA
12
23
10
10
8
7
7
6
YouTube
Google+
SlideShare
Vimeo
Flickr
StumbleUpon
Foursquare
Tumblr
Quora
B2B
2012 2011
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
10SponSored by
Organizational Goals for B2B Content Marketing
7974
7164
646360
4543
Brand Awareness
Customer Acquisition
Lead Generation
Customer RetentionLoyaltyThought Leadership
Engagement
Website Traffic
SalesLead ManagementNurturing
100 20 30 40 50 60 70 80 90 100
More B2B marketers are using content marketing to achieve organizational goals
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
11SponSored by
Measurement Criteria for B2B Content Marketing Success
5145
4341
4141
3935
2624
2213
5
60
100 20 30 40 50 60 70 80 90 100
Web Traffic
Sales Lead Quality
Social Media Sharing
Sales Lead Quantity
Direct Sales
SEO Ranking
Inbound Links
Cross-selling
Cost Savings
Benchmark Li of Company Awareness
Increased Customer Loyalty
Benchmark Li of ProductService Awareness
Time Spent on Website
Qualitative Feedback from Customers
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
12SponSored by
B2B Content Marketing Spending (Over Next 12 Months)
9
45
Significantly Increase
Decrease
34Remain the
Same
2
Unsure10
Increase
More than half of B2B marketers plan to increase their content marketing budget over the next 12 months
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
13SponSored by
Total Marketing Budget Spent on B2B Content Marketing
4234
26
23
20
31
20122011
22
24
0 10 20 30 40 50 60
Micro (Fewer Than 10 Employees)
Small (10-99 Employees)
2633Overall
Midsize (100-999 Employees)
Large (1000+ Employees)
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
33 of B2B marketing budgets are now allocated to content marketing
14SponSored by
Insourcing vs Outsourcing of B2B Content Creation
5638
4
58
1
20122011
43
0 10 20 30 40 50 60 70
In-House Only
Outsourced Only
Both
More companies are creating B2B marketing content in-house
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
15SponSored by
Percentage of Companies that Outsource B2B Content Creation
3353
60
62
74
42
20122011
53
65
0 10 20 30 40 50 60 70 80
Micro (Fewer Than 10 Employees)
Small (10-99 Employees)
5844Average
Midsize (100-999 Employees)
Large (1000+ Employees)
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
On average 44 of companies outsource B2B content creation
16SponSored by
How B2B Organizations Tailor Content
5957
51
39
12
52
20122011
42
0 10 20 30 40 50 60 70 80
Profile of Individual Decision Makers
Company Characteristics
8None
Stage in the Buying Cycle
NA23Personalized Content Preferences
Nearly all B2B marketers segment their content
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
17SponSored by
Challenges that B2B Content Marketers Face
6452
14
Producing Enough Content
Producing the Kind of Content that Engages
39Lack of Budget
22Lack of Buy-inVision
26Lack of Knowledge Training and Resources
45Producing a Variety of Content
33Inability to Measure Content Effectiveness
Finding Trained Content Marketing Professionals
25Lack 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
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
18SponSored by
Biggest B2B Content Marketing Challenge
2920
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
NA
NA
6Lack of Knowledge Training and Resources
Lack of Budget
Lack of Buy-inVision
75Producing a Variety of Content
5Inability to Measure Content Effectiveness
NA4Lack of Integration Across Marketing
NA2Finding Trained Content Marketing Professionals
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
19SponSored by
How B2B Marketers Rate the Effectiveness of Their Organizationrsquos
Use of Content Marketing
630
4515
2
Very Effective
Not At All Effective
100 20 30 40 50 60 70 80 90 100
54321
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
20SponSored by
Comparison of Most Effective B2B Content Marketers with Least Effective B2B Content Marketers
Percentage of marketing budget allocated to content marketing
Average number of tactics used
Average number of social platforms used
Percentage that plans to increase content marketing spend next year
Tailor content to profile of decision maker
Challenged with producing engaging content
Challenged with lack of buy-invision from higher-ups
Most Effective OverallAverage 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 BenchmarksndashNorth America CMIMarketingProfs
21SponSored by
22SPONSORED BY
B2B Industry Classification
AdvertisingMarketing
25Other
22
Consulting
e
Manufacturing
InternetOnlineServices
PublishingMedia
1212
6
65
5
4
3
BusinessServices (Other)
HealthcareMedicalPharmaceutical
BankingAccountingFinancial
Size of B2B Company(by Employees)
Micro(Fewer than
10 Employees)
39Small
(10-99 Employees)
28
Midsize(100-999
Employees)
Large(1000+ Employees)
17
5
B2B Job TitleFunction
AdvertisingMarketingCommunicationsPR
37
Corporate ManagementOwner
ContentCreationManagement
31
7
Other3
Marketing Administration
Support6
Sales Administration
Support1
WebsiteTechnology Programmer
1
6
5
Consultant
SalesBusinessManagement
5General
Management
23SponSored by
8SponSored by
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 to distribute content
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
9SponSored by
0 20 40 60 80 100
8371
74
70
56
13
20
10
80
80
61
39
26NA
NA
NA
NA
NA
NA
NA
12
23
10
10
8
7
7
6
YouTube
Google+
SlideShare
Vimeo
Flickr
StumbleUpon
Foursquare
Tumblr
Quora
B2B
2012 2011
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
10SponSored by
Organizational Goals for B2B Content Marketing
7974
7164
646360
4543
Brand Awareness
Customer Acquisition
Lead Generation
Customer RetentionLoyaltyThought Leadership
Engagement
Website Traffic
SalesLead ManagementNurturing
100 20 30 40 50 60 70 80 90 100
More B2B marketers are using content marketing to achieve organizational goals
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
11SponSored by
Measurement Criteria for B2B Content Marketing Success
5145
4341
4141
3935
2624
2213
5
60
100 20 30 40 50 60 70 80 90 100
Web Traffic
Sales Lead Quality
Social Media Sharing
Sales Lead Quantity
Direct Sales
SEO Ranking
Inbound Links
Cross-selling
Cost Savings
Benchmark Li of Company Awareness
Increased Customer Loyalty
Benchmark Li of ProductService Awareness
Time Spent on Website
Qualitative Feedback from Customers
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
12SponSored by
B2B Content Marketing Spending (Over Next 12 Months)
9
45
Significantly Increase
Decrease
34Remain the
Same
2
Unsure10
Increase
More than half of B2B marketers plan to increase their content marketing budget over the next 12 months
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
13SponSored by
Total Marketing Budget Spent on B2B Content Marketing
4234
26
23
20
31
20122011
22
24
0 10 20 30 40 50 60
Micro (Fewer Than 10 Employees)
Small (10-99 Employees)
2633Overall
Midsize (100-999 Employees)
Large (1000+ Employees)
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
33 of B2B marketing budgets are now allocated to content marketing
14SponSored by
Insourcing vs Outsourcing of B2B Content Creation
5638
4
58
1
20122011
43
0 10 20 30 40 50 60 70
In-House Only
Outsourced Only
Both
More companies are creating B2B marketing content in-house
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
15SponSored by
Percentage of Companies that Outsource B2B Content Creation
3353
60
62
74
42
20122011
53
65
0 10 20 30 40 50 60 70 80
Micro (Fewer Than 10 Employees)
Small (10-99 Employees)
5844Average
Midsize (100-999 Employees)
Large (1000+ Employees)
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
On average 44 of companies outsource B2B content creation
16SponSored by
How B2B Organizations Tailor Content
5957
51
39
12
52
20122011
42
0 10 20 30 40 50 60 70 80
Profile of Individual Decision Makers
Company Characteristics
8None
Stage in the Buying Cycle
NA23Personalized Content Preferences
Nearly all B2B marketers segment their content
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
17SponSored by
Challenges that B2B Content Marketers Face
6452
14
Producing Enough Content
Producing the Kind of Content that Engages
39Lack of Budget
22Lack of Buy-inVision
26Lack of Knowledge Training and Resources
45Producing a Variety of Content
33Inability to Measure Content Effectiveness
Finding Trained Content Marketing Professionals
25Lack 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
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
18SponSored by
Biggest B2B Content Marketing Challenge
2920
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
NA
NA
6Lack of Knowledge Training and Resources
Lack of Budget
Lack of Buy-inVision
75Producing a Variety of Content
5Inability to Measure Content Effectiveness
NA4Lack of Integration Across Marketing
NA2Finding Trained Content Marketing Professionals
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
19SponSored by
How B2B Marketers Rate the Effectiveness of Their Organizationrsquos
Use of Content Marketing
630
4515
2
Very Effective
Not At All Effective
100 20 30 40 50 60 70 80 90 100
54321
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
20SponSored by
Comparison of Most Effective B2B Content Marketers with Least Effective B2B Content Marketers
Percentage of marketing budget allocated to content marketing
Average number of tactics used
Average number of social platforms used
Percentage that plans to increase content marketing spend next year
Tailor content to profile of decision maker
Challenged with producing engaging content
Challenged with lack of buy-invision from higher-ups
Most Effective OverallAverage 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 BenchmarksndashNorth America CMIMarketingProfs
21SponSored by
22SPONSORED BY
B2B Industry Classification
AdvertisingMarketing
25Other
22
Consulting
e
Manufacturing
InternetOnlineServices
PublishingMedia
1212
6
65
5
4
3
BusinessServices (Other)
HealthcareMedicalPharmaceutical
BankingAccountingFinancial
Size of B2B Company(by Employees)
Micro(Fewer than
10 Employees)
39Small
(10-99 Employees)
28
Midsize(100-999
Employees)
Large(1000+ Employees)
17
5
B2B Job TitleFunction
AdvertisingMarketingCommunicationsPR
37
Corporate ManagementOwner
ContentCreationManagement
31
7
Other3
Marketing Administration
Support6
Sales Administration
Support1
WebsiteTechnology Programmer
1
6
5
Consultant
SalesBusinessManagement
5General
Management
23SponSored by
9SponSored by
0 20 40 60 80 100
8371
74
70
56
13
20
10
80
80
61
39
26NA
NA
NA
NA
NA
NA
NA
12
23
10
10
8
7
7
6
YouTube
Google+
SlideShare
Vimeo
Flickr
StumbleUpon
Foursquare
Tumblr
Quora
B2B
2012 2011
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
10SponSored by
Organizational Goals for B2B Content Marketing
7974
7164
646360
4543
Brand Awareness
Customer Acquisition
Lead Generation
Customer RetentionLoyaltyThought Leadership
Engagement
Website Traffic
SalesLead ManagementNurturing
100 20 30 40 50 60 70 80 90 100
More B2B marketers are using content marketing to achieve organizational goals
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
11SponSored by
Measurement Criteria for B2B Content Marketing Success
5145
4341
4141
3935
2624
2213
5
60
100 20 30 40 50 60 70 80 90 100
Web Traffic
Sales Lead Quality
Social Media Sharing
Sales Lead Quantity
Direct Sales
SEO Ranking
Inbound Links
Cross-selling
Cost Savings
Benchmark Li of Company Awareness
Increased Customer Loyalty
Benchmark Li of ProductService Awareness
Time Spent on Website
Qualitative Feedback from Customers
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
12SponSored by
B2B Content Marketing Spending (Over Next 12 Months)
9
45
Significantly Increase
Decrease
34Remain the
Same
2
Unsure10
Increase
More than half of B2B marketers plan to increase their content marketing budget over the next 12 months
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
13SponSored by
Total Marketing Budget Spent on B2B Content Marketing
4234
26
23
20
31
20122011
22
24
0 10 20 30 40 50 60
Micro (Fewer Than 10 Employees)
Small (10-99 Employees)
2633Overall
Midsize (100-999 Employees)
Large (1000+ Employees)
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
33 of B2B marketing budgets are now allocated to content marketing
14SponSored by
Insourcing vs Outsourcing of B2B Content Creation
5638
4
58
1
20122011
43
0 10 20 30 40 50 60 70
In-House Only
Outsourced Only
Both
More companies are creating B2B marketing content in-house
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
15SponSored by
Percentage of Companies that Outsource B2B Content Creation
3353
60
62
74
42
20122011
53
65
0 10 20 30 40 50 60 70 80
Micro (Fewer Than 10 Employees)
Small (10-99 Employees)
5844Average
Midsize (100-999 Employees)
Large (1000+ Employees)
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
On average 44 of companies outsource B2B content creation
16SponSored by
How B2B Organizations Tailor Content
5957
51
39
12
52
20122011
42
0 10 20 30 40 50 60 70 80
Profile of Individual Decision Makers
Company Characteristics
8None
Stage in the Buying Cycle
NA23Personalized Content Preferences
Nearly all B2B marketers segment their content
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
17SponSored by
Challenges that B2B Content Marketers Face
6452
14
Producing Enough Content
Producing the Kind of Content that Engages
39Lack of Budget
22Lack of Buy-inVision
26Lack of Knowledge Training and Resources
45Producing a Variety of Content
33Inability to Measure Content Effectiveness
Finding Trained Content Marketing Professionals
25Lack 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
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
18SponSored by
Biggest B2B Content Marketing Challenge
2920
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
NA
NA
6Lack of Knowledge Training and Resources
Lack of Budget
Lack of Buy-inVision
75Producing a Variety of Content
5Inability to Measure Content Effectiveness
NA4Lack of Integration Across Marketing
NA2Finding Trained Content Marketing Professionals
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
19SponSored by
How B2B Marketers Rate the Effectiveness of Their Organizationrsquos
Use of Content Marketing
630
4515
2
Very Effective
Not At All Effective
100 20 30 40 50 60 70 80 90 100
54321
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
20SponSored by
Comparison of Most Effective B2B Content Marketers with Least Effective B2B Content Marketers
Percentage of marketing budget allocated to content marketing
Average number of tactics used
Average number of social platforms used
Percentage that plans to increase content marketing spend next year
Tailor content to profile of decision maker
Challenged with producing engaging content
Challenged with lack of buy-invision from higher-ups
Most Effective OverallAverage 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 BenchmarksndashNorth America CMIMarketingProfs
21SponSored by
22SPONSORED BY
B2B Industry Classification
AdvertisingMarketing
25Other
22
Consulting
e
Manufacturing
InternetOnlineServices
PublishingMedia
1212
6
65
5
4
3
BusinessServices (Other)
HealthcareMedicalPharmaceutical
BankingAccountingFinancial
Size of B2B Company(by Employees)
Micro(Fewer than
10 Employees)
39Small
(10-99 Employees)
28
Midsize(100-999
Employees)
Large(1000+ Employees)
17
5
B2B Job TitleFunction
AdvertisingMarketingCommunicationsPR
37
Corporate ManagementOwner
ContentCreationManagement
31
7
Other3
Marketing Administration
Support6
Sales Administration
Support1
WebsiteTechnology Programmer
1
6
5
Consultant
SalesBusinessManagement
5General
Management
23SponSored by
10SponSored by
Organizational Goals for B2B Content Marketing
7974
7164
646360
4543
Brand Awareness
Customer Acquisition
Lead Generation
Customer RetentionLoyaltyThought Leadership
Engagement
Website Traffic
SalesLead ManagementNurturing
100 20 30 40 50 60 70 80 90 100
More B2B marketers are using content marketing to achieve organizational goals
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
11SponSored by
Measurement Criteria for B2B Content Marketing Success
5145
4341
4141
3935
2624
2213
5
60
100 20 30 40 50 60 70 80 90 100
Web Traffic
Sales Lead Quality
Social Media Sharing
Sales Lead Quantity
Direct Sales
SEO Ranking
Inbound Links
Cross-selling
Cost Savings
Benchmark Li of Company Awareness
Increased Customer Loyalty
Benchmark Li of ProductService Awareness
Time Spent on Website
Qualitative Feedback from Customers
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
12SponSored by
B2B Content Marketing Spending (Over Next 12 Months)
9
45
Significantly Increase
Decrease
34Remain the
Same
2
Unsure10
Increase
More than half of B2B marketers plan to increase their content marketing budget over the next 12 months
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
13SponSored by
Total Marketing Budget Spent on B2B Content Marketing
4234
26
23
20
31
20122011
22
24
0 10 20 30 40 50 60
Micro (Fewer Than 10 Employees)
Small (10-99 Employees)
2633Overall
Midsize (100-999 Employees)
Large (1000+ Employees)
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
33 of B2B marketing budgets are now allocated to content marketing
14SponSored by
Insourcing vs Outsourcing of B2B Content Creation
5638
4
58
1
20122011
43
0 10 20 30 40 50 60 70
In-House Only
Outsourced Only
Both
More companies are creating B2B marketing content in-house
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
15SponSored by
Percentage of Companies that Outsource B2B Content Creation
3353
60
62
74
42
20122011
53
65
0 10 20 30 40 50 60 70 80
Micro (Fewer Than 10 Employees)
Small (10-99 Employees)
5844Average
Midsize (100-999 Employees)
Large (1000+ Employees)
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
On average 44 of companies outsource B2B content creation
16SponSored by
How B2B Organizations Tailor Content
5957
51
39
12
52
20122011
42
0 10 20 30 40 50 60 70 80
Profile of Individual Decision Makers
Company Characteristics
8None
Stage in the Buying Cycle
NA23Personalized Content Preferences
Nearly all B2B marketers segment their content
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
17SponSored by
Challenges that B2B Content Marketers Face
6452
14
Producing Enough Content
Producing the Kind of Content that Engages
39Lack of Budget
22Lack of Buy-inVision
26Lack of Knowledge Training and Resources
45Producing a Variety of Content
33Inability to Measure Content Effectiveness
Finding Trained Content Marketing Professionals
25Lack 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
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
18SponSored by
Biggest B2B Content Marketing Challenge
2920
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
NA
NA
6Lack of Knowledge Training and Resources
Lack of Budget
Lack of Buy-inVision
75Producing a Variety of Content
5Inability to Measure Content Effectiveness
NA4Lack of Integration Across Marketing
NA2Finding Trained Content Marketing Professionals
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
19SponSored by
How B2B Marketers Rate the Effectiveness of Their Organizationrsquos
Use of Content Marketing
630
4515
2
Very Effective
Not At All Effective
100 20 30 40 50 60 70 80 90 100
54321
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
20SponSored by
Comparison of Most Effective B2B Content Marketers with Least Effective B2B Content Marketers
Percentage of marketing budget allocated to content marketing
Average number of tactics used
Average number of social platforms used
Percentage that plans to increase content marketing spend next year
Tailor content to profile of decision maker
Challenged with producing engaging content
Challenged with lack of buy-invision from higher-ups
Most Effective OverallAverage 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 BenchmarksndashNorth America CMIMarketingProfs
21SponSored by
22SPONSORED BY
B2B Industry Classification
AdvertisingMarketing
25Other
22
Consulting
e
Manufacturing
InternetOnlineServices
PublishingMedia
1212
6
65
5
4
3
BusinessServices (Other)
HealthcareMedicalPharmaceutical
BankingAccountingFinancial
Size of B2B Company(by Employees)
Micro(Fewer than
10 Employees)
39Small
(10-99 Employees)
28
Midsize(100-999
Employees)
Large(1000+ Employees)
17
5
B2B Job TitleFunction
AdvertisingMarketingCommunicationsPR
37
Corporate ManagementOwner
ContentCreationManagement
31
7
Other3
Marketing Administration
Support6
Sales Administration
Support1
WebsiteTechnology Programmer
1
6
5
Consultant
SalesBusinessManagement
5General
Management
23SponSored by
11SponSored by
Measurement Criteria for B2B Content Marketing Success
5145
4341
4141
3935
2624
2213
5
60
100 20 30 40 50 60 70 80 90 100
Web Traffic
Sales Lead Quality
Social Media Sharing
Sales Lead Quantity
Direct Sales
SEO Ranking
Inbound Links
Cross-selling
Cost Savings
Benchmark Li of Company Awareness
Increased Customer Loyalty
Benchmark Li of ProductService Awareness
Time Spent on Website
Qualitative Feedback from Customers
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
12SponSored by
B2B Content Marketing Spending (Over Next 12 Months)
9
45
Significantly Increase
Decrease
34Remain the
Same
2
Unsure10
Increase
More than half of B2B marketers plan to increase their content marketing budget over the next 12 months
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
13SponSored by
Total Marketing Budget Spent on B2B Content Marketing
4234
26
23
20
31
20122011
22
24
0 10 20 30 40 50 60
Micro (Fewer Than 10 Employees)
Small (10-99 Employees)
2633Overall
Midsize (100-999 Employees)
Large (1000+ Employees)
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
33 of B2B marketing budgets are now allocated to content marketing
14SponSored by
Insourcing vs Outsourcing of B2B Content Creation
5638
4
58
1
20122011
43
0 10 20 30 40 50 60 70
In-House Only
Outsourced Only
Both
More companies are creating B2B marketing content in-house
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
15SponSored by
Percentage of Companies that Outsource B2B Content Creation
3353
60
62
74
42
20122011
53
65
0 10 20 30 40 50 60 70 80
Micro (Fewer Than 10 Employees)
Small (10-99 Employees)
5844Average
Midsize (100-999 Employees)
Large (1000+ Employees)
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
On average 44 of companies outsource B2B content creation
16SponSored by
How B2B Organizations Tailor Content
5957
51
39
12
52
20122011
42
0 10 20 30 40 50 60 70 80
Profile of Individual Decision Makers
Company Characteristics
8None
Stage in the Buying Cycle
NA23Personalized Content Preferences
Nearly all B2B marketers segment their content
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
17SponSored by
Challenges that B2B Content Marketers Face
6452
14
Producing Enough Content
Producing the Kind of Content that Engages
39Lack of Budget
22Lack of Buy-inVision
26Lack of Knowledge Training and Resources
45Producing a Variety of Content
33Inability to Measure Content Effectiveness
Finding Trained Content Marketing Professionals
25Lack 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
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
18SponSored by
Biggest B2B Content Marketing Challenge
2920
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
NA
NA
6Lack of Knowledge Training and Resources
Lack of Budget
Lack of Buy-inVision
75Producing a Variety of Content
5Inability to Measure Content Effectiveness
NA4Lack of Integration Across Marketing
NA2Finding Trained Content Marketing Professionals
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
19SponSored by
How B2B Marketers Rate the Effectiveness of Their Organizationrsquos
Use of Content Marketing
630
4515
2
Very Effective
Not At All Effective
100 20 30 40 50 60 70 80 90 100
54321
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
20SponSored by
Comparison of Most Effective B2B Content Marketers with Least Effective B2B Content Marketers
Percentage of marketing budget allocated to content marketing
Average number of tactics used
Average number of social platforms used
Percentage that plans to increase content marketing spend next year
Tailor content to profile of decision maker
Challenged with producing engaging content
Challenged with lack of buy-invision from higher-ups
Most Effective OverallAverage 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 BenchmarksndashNorth America CMIMarketingProfs
21SponSored by
22SPONSORED BY
B2B Industry Classification
AdvertisingMarketing
25Other
22
Consulting
e
Manufacturing
InternetOnlineServices
PublishingMedia
1212
6
65
5
4
3
BusinessServices (Other)
HealthcareMedicalPharmaceutical
BankingAccountingFinancial
Size of B2B Company(by Employees)
Micro(Fewer than
10 Employees)
39Small
(10-99 Employees)
28
Midsize(100-999
Employees)
Large(1000+ Employees)
17
5
B2B Job TitleFunction
AdvertisingMarketingCommunicationsPR
37
Corporate ManagementOwner
ContentCreationManagement
31
7
Other3
Marketing Administration
Support6
Sales Administration
Support1
WebsiteTechnology Programmer
1
6
5
Consultant
SalesBusinessManagement
5General
Management
23SponSored by
12SponSored by
B2B Content Marketing Spending (Over Next 12 Months)
9
45
Significantly Increase
Decrease
34Remain the
Same
2
Unsure10
Increase
More than half of B2B marketers plan to increase their content marketing budget over the next 12 months
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
13SponSored by
Total Marketing Budget Spent on B2B Content Marketing
4234
26
23
20
31
20122011
22
24
0 10 20 30 40 50 60
Micro (Fewer Than 10 Employees)
Small (10-99 Employees)
2633Overall
Midsize (100-999 Employees)
Large (1000+ Employees)
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
33 of B2B marketing budgets are now allocated to content marketing
14SponSored by
Insourcing vs Outsourcing of B2B Content Creation
5638
4
58
1
20122011
43
0 10 20 30 40 50 60 70
In-House Only
Outsourced Only
Both
More companies are creating B2B marketing content in-house
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
15SponSored by
Percentage of Companies that Outsource B2B Content Creation
3353
60
62
74
42
20122011
53
65
0 10 20 30 40 50 60 70 80
Micro (Fewer Than 10 Employees)
Small (10-99 Employees)
5844Average
Midsize (100-999 Employees)
Large (1000+ Employees)
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
On average 44 of companies outsource B2B content creation
16SponSored by
How B2B Organizations Tailor Content
5957
51
39
12
52
20122011
42
0 10 20 30 40 50 60 70 80
Profile of Individual Decision Makers
Company Characteristics
8None
Stage in the Buying Cycle
NA23Personalized Content Preferences
Nearly all B2B marketers segment their content
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
17SponSored by
Challenges that B2B Content Marketers Face
6452
14
Producing Enough Content
Producing the Kind of Content that Engages
39Lack of Budget
22Lack of Buy-inVision
26Lack of Knowledge Training and Resources
45Producing a Variety of Content
33Inability to Measure Content Effectiveness
Finding Trained Content Marketing Professionals
25Lack 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
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
18SponSored by
Biggest B2B Content Marketing Challenge
2920
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
NA
NA
6Lack of Knowledge Training and Resources
Lack of Budget
Lack of Buy-inVision
75Producing a Variety of Content
5Inability to Measure Content Effectiveness
NA4Lack of Integration Across Marketing
NA2Finding Trained Content Marketing Professionals
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
19SponSored by
How B2B Marketers Rate the Effectiveness of Their Organizationrsquos
Use of Content Marketing
630
4515
2
Very Effective
Not At All Effective
100 20 30 40 50 60 70 80 90 100
54321
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
20SponSored by
Comparison of Most Effective B2B Content Marketers with Least Effective B2B Content Marketers
Percentage of marketing budget allocated to content marketing
Average number of tactics used
Average number of social platforms used
Percentage that plans to increase content marketing spend next year
Tailor content to profile of decision maker
Challenged with producing engaging content
Challenged with lack of buy-invision from higher-ups
Most Effective OverallAverage 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 BenchmarksndashNorth America CMIMarketingProfs
21SponSored by
22SPONSORED BY
B2B Industry Classification
AdvertisingMarketing
25Other
22
Consulting
e
Manufacturing
InternetOnlineServices
PublishingMedia
1212
6
65
5
4
3
BusinessServices (Other)
HealthcareMedicalPharmaceutical
BankingAccountingFinancial
Size of B2B Company(by Employees)
Micro(Fewer than
10 Employees)
39Small
(10-99 Employees)
28
Midsize(100-999
Employees)
Large(1000+ Employees)
17
5
B2B Job TitleFunction
AdvertisingMarketingCommunicationsPR
37
Corporate ManagementOwner
ContentCreationManagement
31
7
Other3
Marketing Administration
Support6
Sales Administration
Support1
WebsiteTechnology Programmer
1
6
5
Consultant
SalesBusinessManagement
5General
Management
23SponSored by
13SponSored by
Total Marketing Budget Spent on B2B Content Marketing
4234
26
23
20
31
20122011
22
24
0 10 20 30 40 50 60
Micro (Fewer Than 10 Employees)
Small (10-99 Employees)
2633Overall
Midsize (100-999 Employees)
Large (1000+ Employees)
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
33 of B2B marketing budgets are now allocated to content marketing
14SponSored by
Insourcing vs Outsourcing of B2B Content Creation
5638
4
58
1
20122011
43
0 10 20 30 40 50 60 70
In-House Only
Outsourced Only
Both
More companies are creating B2B marketing content in-house
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
15SponSored by
Percentage of Companies that Outsource B2B Content Creation
3353
60
62
74
42
20122011
53
65
0 10 20 30 40 50 60 70 80
Micro (Fewer Than 10 Employees)
Small (10-99 Employees)
5844Average
Midsize (100-999 Employees)
Large (1000+ Employees)
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
On average 44 of companies outsource B2B content creation
16SponSored by
How B2B Organizations Tailor Content
5957
51
39
12
52
20122011
42
0 10 20 30 40 50 60 70 80
Profile of Individual Decision Makers
Company Characteristics
8None
Stage in the Buying Cycle
NA23Personalized Content Preferences
Nearly all B2B marketers segment their content
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
17SponSored by
Challenges that B2B Content Marketers Face
6452
14
Producing Enough Content
Producing the Kind of Content that Engages
39Lack of Budget
22Lack of Buy-inVision
26Lack of Knowledge Training and Resources
45Producing a Variety of Content
33Inability to Measure Content Effectiveness
Finding Trained Content Marketing Professionals
25Lack 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
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
18SponSored by
Biggest B2B Content Marketing Challenge
2920
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
NA
NA
6Lack of Knowledge Training and Resources
Lack of Budget
Lack of Buy-inVision
75Producing a Variety of Content
5Inability to Measure Content Effectiveness
NA4Lack of Integration Across Marketing
NA2Finding Trained Content Marketing Professionals
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
19SponSored by
How B2B Marketers Rate the Effectiveness of Their Organizationrsquos
Use of Content Marketing
630
4515
2
Very Effective
Not At All Effective
100 20 30 40 50 60 70 80 90 100
54321
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
20SponSored by
Comparison of Most Effective B2B Content Marketers with Least Effective B2B Content Marketers
Percentage of marketing budget allocated to content marketing
Average number of tactics used
Average number of social platforms used
Percentage that plans to increase content marketing spend next year
Tailor content to profile of decision maker
Challenged with producing engaging content
Challenged with lack of buy-invision from higher-ups
Most Effective OverallAverage 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 BenchmarksndashNorth America CMIMarketingProfs
21SponSored by
22SPONSORED BY
B2B Industry Classification
AdvertisingMarketing
25Other
22
Consulting
e
Manufacturing
InternetOnlineServices
PublishingMedia
1212
6
65
5
4
3
BusinessServices (Other)
HealthcareMedicalPharmaceutical
BankingAccountingFinancial
Size of B2B Company(by Employees)
Micro(Fewer than
10 Employees)
39Small
(10-99 Employees)
28
Midsize(100-999
Employees)
Large(1000+ Employees)
17
5
B2B Job TitleFunction
AdvertisingMarketingCommunicationsPR
37
Corporate ManagementOwner
ContentCreationManagement
31
7
Other3
Marketing Administration
Support6
Sales Administration
Support1
WebsiteTechnology Programmer
1
6
5
Consultant
SalesBusinessManagement
5General
Management
23SponSored by
14SponSored by
Insourcing vs Outsourcing of B2B Content Creation
5638
4
58
1
20122011
43
0 10 20 30 40 50 60 70
In-House Only
Outsourced Only
Both
More companies are creating B2B marketing content in-house
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
15SponSored by
Percentage of Companies that Outsource B2B Content Creation
3353
60
62
74
42
20122011
53
65
0 10 20 30 40 50 60 70 80
Micro (Fewer Than 10 Employees)
Small (10-99 Employees)
5844Average
Midsize (100-999 Employees)
Large (1000+ Employees)
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
On average 44 of companies outsource B2B content creation
16SponSored by
How B2B Organizations Tailor Content
5957
51
39
12
52
20122011
42
0 10 20 30 40 50 60 70 80
Profile of Individual Decision Makers
Company Characteristics
8None
Stage in the Buying Cycle
NA23Personalized Content Preferences
Nearly all B2B marketers segment their content
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
17SponSored by
Challenges that B2B Content Marketers Face
6452
14
Producing Enough Content
Producing the Kind of Content that Engages
39Lack of Budget
22Lack of Buy-inVision
26Lack of Knowledge Training and Resources
45Producing a Variety of Content
33Inability to Measure Content Effectiveness
Finding Trained Content Marketing Professionals
25Lack 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
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
18SponSored by
Biggest B2B Content Marketing Challenge
2920
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
NA
NA
6Lack of Knowledge Training and Resources
Lack of Budget
Lack of Buy-inVision
75Producing a Variety of Content
5Inability to Measure Content Effectiveness
NA4Lack of Integration Across Marketing
NA2Finding Trained Content Marketing Professionals
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
19SponSored by
How B2B Marketers Rate the Effectiveness of Their Organizationrsquos
Use of Content Marketing
630
4515
2
Very Effective
Not At All Effective
100 20 30 40 50 60 70 80 90 100
54321
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
20SponSored by
Comparison of Most Effective B2B Content Marketers with Least Effective B2B Content Marketers
Percentage of marketing budget allocated to content marketing
Average number of tactics used
Average number of social platforms used
Percentage that plans to increase content marketing spend next year
Tailor content to profile of decision maker
Challenged with producing engaging content
Challenged with lack of buy-invision from higher-ups
Most Effective OverallAverage 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 BenchmarksndashNorth America CMIMarketingProfs
21SponSored by
22SPONSORED BY
B2B Industry Classification
AdvertisingMarketing
25Other
22
Consulting
e
Manufacturing
InternetOnlineServices
PublishingMedia
1212
6
65
5
4
3
BusinessServices (Other)
HealthcareMedicalPharmaceutical
BankingAccountingFinancial
Size of B2B Company(by Employees)
Micro(Fewer than
10 Employees)
39Small
(10-99 Employees)
28
Midsize(100-999
Employees)
Large(1000+ Employees)
17
5
B2B Job TitleFunction
AdvertisingMarketingCommunicationsPR
37
Corporate ManagementOwner
ContentCreationManagement
31
7
Other3
Marketing Administration
Support6
Sales Administration
Support1
WebsiteTechnology Programmer
1
6
5
Consultant
SalesBusinessManagement
5General
Management
23SponSored by
15SponSored by
Percentage of Companies that Outsource B2B Content Creation
3353
60
62
74
42
20122011
53
65
0 10 20 30 40 50 60 70 80
Micro (Fewer Than 10 Employees)
Small (10-99 Employees)
5844Average
Midsize (100-999 Employees)
Large (1000+ Employees)
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
On average 44 of companies outsource B2B content creation
16SponSored by
How B2B Organizations Tailor Content
5957
51
39
12
52
20122011
42
0 10 20 30 40 50 60 70 80
Profile of Individual Decision Makers
Company Characteristics
8None
Stage in the Buying Cycle
NA23Personalized Content Preferences
Nearly all B2B marketers segment their content
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
17SponSored by
Challenges that B2B Content Marketers Face
6452
14
Producing Enough Content
Producing the Kind of Content that Engages
39Lack of Budget
22Lack of Buy-inVision
26Lack of Knowledge Training and Resources
45Producing a Variety of Content
33Inability to Measure Content Effectiveness
Finding Trained Content Marketing Professionals
25Lack 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
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
18SponSored by
Biggest B2B Content Marketing Challenge
2920
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
NA
NA
6Lack of Knowledge Training and Resources
Lack of Budget
Lack of Buy-inVision
75Producing a Variety of Content
5Inability to Measure Content Effectiveness
NA4Lack of Integration Across Marketing
NA2Finding Trained Content Marketing Professionals
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
19SponSored by
How B2B Marketers Rate the Effectiveness of Their Organizationrsquos
Use of Content Marketing
630
4515
2
Very Effective
Not At All Effective
100 20 30 40 50 60 70 80 90 100
54321
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
20SponSored by
Comparison of Most Effective B2B Content Marketers with Least Effective B2B Content Marketers
Percentage of marketing budget allocated to content marketing
Average number of tactics used
Average number of social platforms used
Percentage that plans to increase content marketing spend next year
Tailor content to profile of decision maker
Challenged with producing engaging content
Challenged with lack of buy-invision from higher-ups
Most Effective OverallAverage 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 BenchmarksndashNorth America CMIMarketingProfs
21SponSored by
22SPONSORED BY
B2B Industry Classification
AdvertisingMarketing
25Other
22
Consulting
e
Manufacturing
InternetOnlineServices
PublishingMedia
1212
6
65
5
4
3
BusinessServices (Other)
HealthcareMedicalPharmaceutical
BankingAccountingFinancial
Size of B2B Company(by Employees)
Micro(Fewer than
10 Employees)
39Small
(10-99 Employees)
28
Midsize(100-999
Employees)
Large(1000+ Employees)
17
5
B2B Job TitleFunction
AdvertisingMarketingCommunicationsPR
37
Corporate ManagementOwner
ContentCreationManagement
31
7
Other3
Marketing Administration
Support6
Sales Administration
Support1
WebsiteTechnology Programmer
1
6
5
Consultant
SalesBusinessManagement
5General
Management
23SponSored by
16SponSored by
How B2B Organizations Tailor Content
5957
51
39
12
52
20122011
42
0 10 20 30 40 50 60 70 80
Profile of Individual Decision Makers
Company Characteristics
8None
Stage in the Buying Cycle
NA23Personalized Content Preferences
Nearly all B2B marketers segment their content
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
17SponSored by
Challenges that B2B Content Marketers Face
6452
14
Producing Enough Content
Producing the Kind of Content that Engages
39Lack of Budget
22Lack of Buy-inVision
26Lack of Knowledge Training and Resources
45Producing a Variety of Content
33Inability to Measure Content Effectiveness
Finding Trained Content Marketing Professionals
25Lack 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
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
18SponSored by
Biggest B2B Content Marketing Challenge
2920
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
NA
NA
6Lack of Knowledge Training and Resources
Lack of Budget
Lack of Buy-inVision
75Producing a Variety of Content
5Inability to Measure Content Effectiveness
NA4Lack of Integration Across Marketing
NA2Finding Trained Content Marketing Professionals
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
19SponSored by
How B2B Marketers Rate the Effectiveness of Their Organizationrsquos
Use of Content Marketing
630
4515
2
Very Effective
Not At All Effective
100 20 30 40 50 60 70 80 90 100
54321
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
20SponSored by
Comparison of Most Effective B2B Content Marketers with Least Effective B2B Content Marketers
Percentage of marketing budget allocated to content marketing
Average number of tactics used
Average number of social platforms used
Percentage that plans to increase content marketing spend next year
Tailor content to profile of decision maker
Challenged with producing engaging content
Challenged with lack of buy-invision from higher-ups
Most Effective OverallAverage 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 BenchmarksndashNorth America CMIMarketingProfs
21SponSored by
22SPONSORED BY
B2B Industry Classification
AdvertisingMarketing
25Other
22
Consulting
e
Manufacturing
InternetOnlineServices
PublishingMedia
1212
6
65
5
4
3
BusinessServices (Other)
HealthcareMedicalPharmaceutical
BankingAccountingFinancial
Size of B2B Company(by Employees)
Micro(Fewer than
10 Employees)
39Small
(10-99 Employees)
28
Midsize(100-999
Employees)
Large(1000+ Employees)
17
5
B2B Job TitleFunction
AdvertisingMarketingCommunicationsPR
37
Corporate ManagementOwner
ContentCreationManagement
31
7
Other3
Marketing Administration
Support6
Sales Administration
Support1
WebsiteTechnology Programmer
1
6
5
Consultant
SalesBusinessManagement
5General
Management
23SponSored by
17SponSored by
Challenges that B2B Content Marketers Face
6452
14
Producing Enough Content
Producing the Kind of Content that Engages
39Lack of Budget
22Lack of Buy-inVision
26Lack of Knowledge Training and Resources
45Producing a Variety of Content
33Inability to Measure Content Effectiveness
Finding Trained Content Marketing Professionals
25Lack 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
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
18SponSored by
Biggest B2B Content Marketing Challenge
2920
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
NA
NA
6Lack of Knowledge Training and Resources
Lack of Budget
Lack of Buy-inVision
75Producing a Variety of Content
5Inability to Measure Content Effectiveness
NA4Lack of Integration Across Marketing
NA2Finding Trained Content Marketing Professionals
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
19SponSored by
How B2B Marketers Rate the Effectiveness of Their Organizationrsquos
Use of Content Marketing
630
4515
2
Very Effective
Not At All Effective
100 20 30 40 50 60 70 80 90 100
54321
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
20SponSored by
Comparison of Most Effective B2B Content Marketers with Least Effective B2B Content Marketers
Percentage of marketing budget allocated to content marketing
Average number of tactics used
Average number of social platforms used
Percentage that plans to increase content marketing spend next year
Tailor content to profile of decision maker
Challenged with producing engaging content
Challenged with lack of buy-invision from higher-ups
Most Effective OverallAverage 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 BenchmarksndashNorth America CMIMarketingProfs
21SponSored by
22SPONSORED BY
B2B Industry Classification
AdvertisingMarketing
25Other
22
Consulting
e
Manufacturing
InternetOnlineServices
PublishingMedia
1212
6
65
5
4
3
BusinessServices (Other)
HealthcareMedicalPharmaceutical
BankingAccountingFinancial
Size of B2B Company(by Employees)
Micro(Fewer than
10 Employees)
39Small
(10-99 Employees)
28
Midsize(100-999
Employees)
Large(1000+ Employees)
17
5
B2B Job TitleFunction
AdvertisingMarketingCommunicationsPR
37
Corporate ManagementOwner
ContentCreationManagement
31
7
Other3
Marketing Administration
Support6
Sales Administration
Support1
WebsiteTechnology Programmer
1
6
5
Consultant
SalesBusinessManagement
5General
Management
23SponSored by
18SponSored by
Biggest B2B Content Marketing Challenge
2920
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
NA
NA
6Lack of Knowledge Training and Resources
Lack of Budget
Lack of Buy-inVision
75Producing a Variety of Content
5Inability to Measure Content Effectiveness
NA4Lack of Integration Across Marketing
NA2Finding Trained Content Marketing Professionals
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
19SponSored by
How B2B Marketers Rate the Effectiveness of Their Organizationrsquos
Use of Content Marketing
630
4515
2
Very Effective
Not At All Effective
100 20 30 40 50 60 70 80 90 100
54321
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
20SponSored by
Comparison of Most Effective B2B Content Marketers with Least Effective B2B Content Marketers
Percentage of marketing budget allocated to content marketing
Average number of tactics used
Average number of social platforms used
Percentage that plans to increase content marketing spend next year
Tailor content to profile of decision maker
Challenged with producing engaging content
Challenged with lack of buy-invision from higher-ups
Most Effective OverallAverage 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 BenchmarksndashNorth America CMIMarketingProfs
21SponSored by
22SPONSORED BY
B2B Industry Classification
AdvertisingMarketing
25Other
22
Consulting
e
Manufacturing
InternetOnlineServices
PublishingMedia
1212
6
65
5
4
3
BusinessServices (Other)
HealthcareMedicalPharmaceutical
BankingAccountingFinancial
Size of B2B Company(by Employees)
Micro(Fewer than
10 Employees)
39Small
(10-99 Employees)
28
Midsize(100-999
Employees)
Large(1000+ Employees)
17
5
B2B Job TitleFunction
AdvertisingMarketingCommunicationsPR
37
Corporate ManagementOwner
ContentCreationManagement
31
7
Other3
Marketing Administration
Support6
Sales Administration
Support1
WebsiteTechnology Programmer
1
6
5
Consultant
SalesBusinessManagement
5General
Management
23SponSored by
19SponSored by
How B2B Marketers Rate the Effectiveness of Their Organizationrsquos
Use of Content Marketing
630
4515
2
Very Effective
Not At All Effective
100 20 30 40 50 60 70 80 90 100
54321
2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs
20SponSored by
Comparison of Most Effective B2B Content Marketers with Least Effective B2B Content Marketers
Percentage of marketing budget allocated to content marketing
Average number of tactics used
Average number of social platforms used
Percentage that plans to increase content marketing spend next year
Tailor content to profile of decision maker
Challenged with producing engaging content
Challenged with lack of buy-invision from higher-ups
Most Effective OverallAverage 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 BenchmarksndashNorth America CMIMarketingProfs
21SponSored by
22SPONSORED BY
B2B Industry Classification
AdvertisingMarketing
25Other
22
Consulting
e
Manufacturing
InternetOnlineServices
PublishingMedia
1212
6
65
5
4
3
BusinessServices (Other)
HealthcareMedicalPharmaceutical
BankingAccountingFinancial
Size of B2B Company(by Employees)
Micro(Fewer than
10 Employees)
39Small
(10-99 Employees)
28
Midsize(100-999
Employees)
Large(1000+ Employees)
17
5
B2B Job TitleFunction
AdvertisingMarketingCommunicationsPR
37
Corporate ManagementOwner
ContentCreationManagement
31
7
Other3
Marketing Administration
Support6
Sales Administration
Support1
WebsiteTechnology Programmer
1
6
5
Consultant
SalesBusinessManagement
5General
Management
23SponSored by
20SponSored by
Comparison of Most Effective B2B Content Marketers with Least Effective B2B Content Marketers
Percentage of marketing budget allocated to content marketing
Average number of tactics used
Average number of social platforms used
Percentage that plans to increase content marketing spend next year
Tailor content to profile of decision maker
Challenged with producing engaging content
Challenged with lack of buy-invision from higher-ups
Most Effective OverallAverage 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 BenchmarksndashNorth America CMIMarketingProfs
21SponSored by
22SPONSORED BY
B2B Industry Classification
AdvertisingMarketing
25Other
22
Consulting
e
Manufacturing
InternetOnlineServices
PublishingMedia
1212
6
65
5
4
3
BusinessServices (Other)
HealthcareMedicalPharmaceutical
BankingAccountingFinancial
Size of B2B Company(by Employees)
Micro(Fewer than
10 Employees)
39Small
(10-99 Employees)
28
Midsize(100-999
Employees)
Large(1000+ Employees)
17
5
B2B Job TitleFunction
AdvertisingMarketingCommunicationsPR
37
Corporate ManagementOwner
ContentCreationManagement
31
7
Other3
Marketing Administration
Support6
Sales Administration
Support1
WebsiteTechnology Programmer
1
6
5
Consultant
SalesBusinessManagement
5General
Management
23SponSored by
21SponSored by
22SPONSORED BY
B2B Industry Classification
AdvertisingMarketing
25Other
22
Consulting
e
Manufacturing
InternetOnlineServices
PublishingMedia
1212
6
65
5
4
3
BusinessServices (Other)
HealthcareMedicalPharmaceutical
BankingAccountingFinancial
Size of B2B Company(by Employees)
Micro(Fewer than
10 Employees)
39Small
(10-99 Employees)
28
Midsize(100-999
Employees)
Large(1000+ Employees)
17
5
B2B Job TitleFunction
AdvertisingMarketingCommunicationsPR
37
Corporate ManagementOwner
ContentCreationManagement
31
7
Other3
Marketing Administration
Support6
Sales Administration
Support1
WebsiteTechnology Programmer
1
6
5
Consultant
SalesBusinessManagement
5General
Management
23SponSored by
22SPONSORED BY
B2B Industry Classification
AdvertisingMarketing
25Other
22
Consulting
e
Manufacturing
InternetOnlineServices
PublishingMedia
1212
6
65
5
4
3
BusinessServices (Other)
HealthcareMedicalPharmaceutical
BankingAccountingFinancial
Size of B2B Company(by Employees)
Micro(Fewer than
10 Employees)
39Small
(10-99 Employees)
28
Midsize(100-999
Employees)
Large(1000+ Employees)
17
5
B2B Job TitleFunction
AdvertisingMarketingCommunicationsPR
37
Corporate ManagementOwner
ContentCreationManagement
31
7
Other3
Marketing Administration
Support6
Sales Administration
Support1
WebsiteTechnology Programmer
1
6
5
Consultant
SalesBusinessManagement
5General
Management
23SponSored by
23SponSored by
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