mKEY FINDINGS ...4
mTOP-PERFORMING B2B CONTENT MARKETERS AT-A-GLANCE ..5
mOVERALL SUCCESS .......8
mOPINIONS ABOUT CONTENT MARKETING .......14
mTECHNOLOGY USE & PROFICIENCY.....16
mAUDIENCE RESEARCH & NURTURING .19
mCONTENT CREATION & DISTRIBUTION ...........23
mBUDGETS & SPENDING ...........32
mGOALS & METRICS .......35
mCONTENT MARKETING ISSUES OF IMPORTANCE ........40
m7 CHARACTERISTICS OF TOP-PERFORMING B2B CONTENT MARKETERS ........41
SURVEY TERM DEFINITIONS
A strategic marketing approach focused
on creating and distributing valuable, relevant, and consistent
content to attract and retain a clearly defned audience—and,
ultimately, to drive proftable customer action.
Success is defned as achieving your organization’s
CHART TERM DEFINITIONS
B2B North America content marketers, all
of whom indicated their organization has been using content
marketing for at least one year (see p. 42 for more details).
Most and Least Successful:
The “most successful” (aka “top
performers”) are those who characterized their organization’s
overall content marketing approach as extremely or very successful
(Top 2). The “least successful” characterized their organization’s
approach as minimally or not at all successful (Bottom 2).
Some charts in this report compare Most Successful vs. All
Respondents vs. Least Successful. If a chart shows data for All
Respondents only, there were minor diferences between the
three groups, or any large diferences between Most and Least
appear in a sidebox.
Attempts to compare this year’s fndings with past years’
fndings should be undertaken cautiously. This year, qualifed
respondents difered from prior years in that qualifcation
was based on whether their organization has been using
content marketing for at least one year.
SUCCESS, MATURITY & COMMITMENTSPONSORED BY
elcome to our ninth annual B2B Content Marketing Benchmarks,
Budgets, and Trends—North America report. We surveyed content
marketers worldwide about a range of content marketing topics including
strategy, audience development, technology profciency, and content
types. This report presents the data from the B2B content marketers in
Although issues such as changes in SEO and social media algorithms are
top-of-mind for B2B content marketers, they are accustomed to rapid
changes in technology that ofen enable them to do their jobs faster,
with better results. When the process-related components of the content
marketer’s job are eficient, time is freed up to better serve the
discovering and developing the types of content they truly want and need.
We hope you fnd this research helpful as you plan for 2019!
Content Marketing Institute
The two biggest benefts of a documented content marketing strategy are that it aligns team around common
mission/goals (81%) and makes it easier to determine which types of content to develop (81%).
96% of the most successful content marketers (aka “top performers”) agree that their organizations have
built credibility and trust with their audience.
Well-researched personas can help teams create successful content; however, too few content marketers are
actually talking with customers to understand their needs (42%).
B2B content marketers primarily use email (87%) and educational content (77%) to nurture their audience,
and may be missing other opportunities (e.g., only 23% are using community building/audience participation
to bring new voices to the table).
Nearly all of the most successful B2B content marketers (90%) prioritize the audience’s informational needs
over their sales/promotional message, compared with 56% of the least successful.
Content creation is the area of content marketing where there has been the most reported increase in
spending over the last 12 months (56%).
Changes to SEO/search algorithms is the top content marketing issue of importance to organizations (61%),
followed by changes in social media algorithms (45%), and content marketing as a revenue center (41%).
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