2015 B2B Research | Advertising | Social Media

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  B2B CONTENT MARKETING 2015  Benchmarks, Budgets, and Trends—North America SPONSORED BY  2    Welcome ................................................................................................................................................ 3    Executive Summary/Key Takeaways .................................................................................................. 4    Usage & Overall Effectiveness ............................................................................................................. 8    Strategy & Organization ..................................................................................................................... 10    Goals & Metrics .................................................................................................................................... 14    Content Creation & Distribution ....................................................................................................... 17    Budgets & Spending ........................................................................................................................... 28    Challenges & Initiatives ..................................................................................................................... 30    Comparison Chart: Profile of a Best-in-Class B2B Content Marketer ........................................... 35    Comparison Chart: Documented vs. Verbal or No Content Marketing Strategy ......................... 36    Comparison Chart: Differences Between B2B and B2C Content Marketers ................................ 37    Comparison Chart:   Key Areas of Difference Between B2B and B2C Initiatives ........................... 38    Demographics ..................................................................................................................................... 39    About .................................................................................................................................................... 40 TABLE OF CONTENTS SPONSORED BY   Hello Content Marketers, Welcome to the fifth annual B2B Content Marketing Benchmarks, Budgets, and Trends—North America  report. It’s hard to believe that it’s been five years since we first surveyed marketers on how they use content as part of the marketing mix. Since then, the survey has grown to reach marketers all across the globe. This year, we heard from more than 5,000 marketers—in 25 industries in 109 countries—from for-profit and nonprofit organizations. In this report, you’ll learn how the B2B marketers from North America responded.As you’ll notice, we made some changes to this year’s survey to better reflect how the industry is growing. We added new questions, changed the way we asked some of the prior ones, and even removed a few. We also asked content marketers about the initiatives they’re working on—and the list is long, as you will see…We’re thrilled to be with you on this journey.  Yours in content, Joe & Ann Joe Pulizzi FounderContent Marketing Institute  Ann Handley Chief Content Oicer MarketingProfs SPONSORED BY  3 WELCOME  4 EXECUTIVE SUMMARY/KEY TAKEAWAYS If we had to pick one key theme that has emerged from this year’s B2B research, it would be this: If you want to be more effective at content marketing, document your strategy. That message might sound similar to the one we sent out last year, but here’s how it’s different. Last year, we asked B2B marketers for the first time whether they had a documented content marketing strategy, and not even half (44%) said “yes.” That left us wondering whether the 49% who said “no” maybe did have a strategy but just hadn’t documented it.Sure enough, our hunch was correct. This year:  35% say they have a documented content marketing strategy  48% say they have a content marketing strategy, but it is not documentedHaving a verbal strategy is a great first step. However, as the research shows, it pays to take the time to write it down: 60% of those who have a documented strategy rate themselves highly in terms of content marketing effectiveness, compared with 32% of those who have a verbal strategy. SPONSORED BY 
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