75 stats you need to know ioninteractive backup · 2015 b2b content marketing benchmarks, budgets...
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The 75 Essential Content MarketingStats You Need To Know
Everything from budgets to metrics to effectiveness. Here’s what’s happening with content marketing right now.
What is Content Marketing?“Content marketing is the marketing and businessprocess for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.”
— Content Marketing Institute
Testing Content Marketing’sRising Tide
1How Content
is Being Used by Marketers
2Content
Marketing Goals& Initiatives
3Content
Marketing fromthe Audience Perspective
4
5 6 7Content Marketing
ChallengesContent Marketing
EffectivenessThe Super-Charged Results of Interactive Content Experiences
Infographic Sections
Content Marketing’sRising Tide
S E C T I O N 1
“Content is the reason search began in the first place.”
— Lee Odden, TopRank Marketing
27,000,000 27,000,000 pieces of content are shared each day.
AOL
86% of B2B companies use content marketing.
86%
2015 B2B Content Marketing Benchmarks, Budgets and Trends - North America by Content Marketing Institute and MarketingProfs
On average, 28% of marketing budgetis now allocated towards content marketing.
28 %
2015 B2B Content Marketing Benchmarks, Budgets and Trends - North America by Content Marketing Institute and MarketingProfs
77% of B2C companies usecontent marketing.
77 %
2015 B2B Content Marketing Benchmarks, Budgets and Trends - North America by Content Marketing Institute and MarketingProfs
of marketers expect to increase content marketing spending in the next 12 months.55%
2015 B2B Content Marketing Benchmarks, Budgets and Trends - North America by Content Marketing Institute and MarketingProfs
59% of marketers create at least onepiece of content each week.
2015 B2B Content Marketing Benchmarks, Budgets and Trends - North America by Content Marketing Institute and MarketingProfs
Content marketing is the top area of investmentfor the next 12 months.
Demand Metric's Lead Generation Benchmark Report for 2014
B2B marketers use an average of13 content marketing tactics.
2015 B2B Content Marketing Benchmarks, Budgets and Trends - North America by Content Marketing
Institute and MarketingProfs
said their organization hasa dedicated contentmarketing group.47 %
2015 B2B Content Marketing Benchmarks, Budgets and Trends - North America by Content Marketing
Institute and MarketingProfs
70% of B2B marketers are creating more content than they did 1 year ago.
70 %
2015 B2B Content Marketing Benchmarks, Budgets and Trends - North America by Content Marketing
Institute and MarketingProfs
Best-in-class content marketers plan to increase content marketing related program spend by an
average of 22% over the next 12 months.
Aberdeen
42% of content marketers publish new contentto support content marketing strategies
multiple times a week.
42 %
2015 B2B Content Marketing Benchmarks, Budgets and Trends - North America by Content Marketing Institute and MarketingProfs
54% of marketers are prioritizing contentmarketing hiring over any other
type of marketing.
54 %
Kapost
“Content Marketing is all the Marketing that’s left.”
— Seth Godin
How Content is BeingUsed by Marketers
S E C T I O N 2
How content marketers distribute content:
94%88% 84%
72%
64%41%
33%24%
14% 12% 11% 10% 9% 5%
20%
SnapChatVineTumblrFoursquare
StumbleUpon
LinkedInTwitter
YouTube
Google+
SlideSharePinterest
InstagramVimeo
Flickr
2015 B2B Content Marketing Benchmarks, Budgets and Trends - North America by Content Marketing Institute and MarketingProfs
Content marketing tactics used:
2015 B2B Content Marketing Benchmarks, Budgets and Trends - North America by Content Marketing Institute and MarketingProfs
On average, 3 paid advertising methods are usedto promote/distribute content.
2015 B2B Content Marketing Benchmarks, Budgets and Trends - North America by Content Marketing Institute and MarketingProfs
80% of B2B content marketing assetsrequire registration to access.
80%
REGISTER
Name
Jeff Zabin, Starfleet Media
Content Marketing Goals& Initiatives
S E C T I O N 3
“Content is anything that addsvalue to the reader’s life.”
— Avinash Kaushik, Google
55% of content marketers are currently working on better understanding what content is effective. 31% plan to
begin working on it within 12 months.
55%
31%
2015 B2B Content Marketing Benchmarks, Budgets and Trends - North America by Content Marketing Institute and MarketingProfs
63% of content marketers are currently working on better converting visitors to the website. 23% plan
to begin working on it within 12 months.
63%23%
2015 B2B Content Marketing Benchmarks, Budgets and Trends - North America by Content Marketing Institute and MarketingProfs
84% of content marketers rank brand awareness asa highly important goal for their content marketing.
84 %
2015 B2B Content Marketing Benchmarks, Budgets and Trends - North America by Content Marketing Institute and MarketingProfs
69% of content marketers are currently working oncreating more engaging/higher quality content.19% plan
to begin working on it within 12 months.
2015 B2B Content Marketing Benchmarks, Budgets and Trends - North America by Content Marketing Institute and MarketingProfs
54% of content marketers are currently workingon creating a greater variety of content. 28% plan to
begin working within 12 months.
54%28%
2015 B2B Content Marketing Benchmarks, Budgets and Trends - North America by Content Marketing Institute and MarketingProfs
63% of content marketers are currently working onfinding more and better ways to repurpose content.23% plan to begin working on it within 12 months.
63%23%
2015 B2B Content Marketing Benchmarks, Budgets and Trends - North America by Content Marketing Institute and MarketingProfs
Percentage of marketers who identifythese as their goals:
Brand Awareness 84%
Lead Generation 83%
Engagement 81%
Sales 75%
Lead Nurturing 74%
Customer Retention 69%
2015 B2B Content Marketing Benchmarks, Budgets and Trends - North America by Content Marketing Institute and MarketingProfs
60% of content marketers are currently workingon creating visual content. 26% plan to begin
working on it within 12 months.
60 %
2015 B2B Content Marketing Benchmarks, Budgets and Trends - North America by Content Marketing Institute and MarketingProfs
63% of content marketers are currently workingon better understanding their audience.
21% plan to begin working on itwithin 12 months.
63 %
2015 B2B Content Marketing Benchmarks, Budgets and Trends - North America by Content Marketing Institute and MarketingProfs
How marketers measure success:
Brand Awareness 84%
Lead Generation 83%
Engagement 81%
Sales 75%
Lead Nurturing 74%
Customer Retention 69%
2015 B2B Content Marketing Benchmarks, Budgets and Trends - North America by Content Marketing Institute and MarketingProfs
58% of content marketers are currentlyworking on optimizing content. 26% plan to
begin working within 12 months.
58%
26%
2015 B2B Content Marketing Benchmarks, Budgets and Trends - North America by Content Marketing Institute and MarketingProfs
Content Marketing from the Audience Perspective
S E C T I O N 4
“Content marketing is all about telling a compelling story.”
— Joe Pulizzi, Content Marketing Institute
20% of Internet Users’ online timeis spent on content.
20 %
2015 B2B Content Marketing Benchmarks, Budgets and Trends - North America by Content Marketing Institute and MarketingProfs
In the past 12 months, buyers have used thiscontent to research purchasing decisions:
Whitepapers 78%
Case Studies 73%
Webinars 67%
eBooks 58%
Videos 58%
Blog Posts 56%
Infographics 52%
Interactive Presentations 28%
ROI Calculators 25%
2015 B2B Content Marketing Benchmarks, Budgets and Trends - North America by Content Marketing Institute and MarketingProfs
68% of users spend time reading aboutbrands that interest them.
68 %
A Guide to Marketing Genius: Content Marketing
60% of people are inspired to seek outa product after reading about it.
60 %
A Guide to Marketing Genius: Content Marketing
55.8% of B2B buyers frequently accessbusiness-related content on mobile phones.g
55.8 %
B2B Content Preferences Survey: Buyers Want Short, Visual, Mobile-Optimized Content
82% of consumers feel more positive abouta company after reading custom content.
82 %
A Guide to Marketing Genius: Content Marketing
80% of people enjoy learning about companiesthrough custom content.
A Guide to Marketing Genius: Content Marketing
70% of people would rather learn about companiesthrough an article than an advert.
A Guide to Marketing Genius: Content Marketing
70% of consumers feel closer to a company asa result of content marketing.
A Guide to Marketing Genius: Content Marketing
95% of B2B buyers prefer shortercontent formats.
B2B Content Preferences Survey: Buyers Want Short, Visual, Mobile-Optimized Content
Content MarketingChallenges
S E C T I O N 5
“Content is king.”
— Bill Gates
Only 38% of marketers say their contentmarketing is effective.c
38 %
2015 B2B Content Marketing Benchmarks, Budgets and Trends - North America by Content Marketing
Institute and MarketingProfs
81% of marketers cite the ability to create compelling content as one of the biggest challenges
of content marketing.
81 %
Jeff Zabin, Starfleet Media
Challenges B2B marketers face:
Producing Content Consistently 50%
Measuring Content Effectiveness 49%
Producing a Variety of Content 42%
Lack of Budget 41%
Integration Across Marketing 30%
Buy-in from Higher Ups 29%
Tech Related Challenges 20%
2015 B2B Content Marketing Benchmarks, Budgets and Trends - North America by Content Marketing
Institute and MarketingProfs
58% of marketers say content doesn’tcreate opportunity for engagement.
58 %
Demand Metric's Lead Generation Benchmark Report for 2014
29% of marketers say their content isn’tgenerating interest or attention.
29 %
Demand Metric's Lead Generation Benchmark Report for 2014
29% of marketers say content formatsare boring or uninspiring.
29 %
Demand Metric's Lead Generation Benchmark Report for 2014
Only 39% of marketing professionals consider themselves at least somewhat successful
in tracking ROI of content marketing.f
B2B Content Marketing Report
29% of marketers say long-form contentis too hard to absorb.
B2B Content Marketing Report
46% of content marketers are currently working on measuring content marketing ROI. 36% plan to begin
working within 12 months.
36 %46 %
2015 B2B Content Marketing Benchmarks, Budgets and Trends - North America by Content Marketing
Institute and MarketingProfs
Content MarketingChallenges
S E C T I O N 6
“You need to createridiculously good content– content that is useful,enjoyable and inspired.”
— Ann Handley, Chief Content Officer, MarketingProfs
Content marketing costs 62% less thantraditional marketing and generates about
3 times as many leads.
62 %
Demand Metric
Content marketing produces three timesmore leads per each dollar spent.
3X Kapost
53% of marketers rank content creationas the single most effective SEO tactic.
53 %
Cursive
In the last 12 months, Best-in-Class companies increased content marketing-based
leads by 18%.
18 %
Aberdeen
Website conversion rate is nearly 6x higher for content marketing adopters than it is
for non-adopters.
6X Aberdeen
41% of organizations with content marketing programssay they see an increase in brand awareness.
41 %
MarketingLand
7.8X Year-over-year growth in unique site traffic
is 7.8x higher for content marketing leaders thanit is for content marketing followers.
Aberdeen
51% of companies report that leads from content marketing are of higher qualitythan those generated through other means.
51 %
Aberdeen
What content marketing tactics are most effective?
Webinars/Webcasts 64%
Videos 60%
Blogs 60%
Case Studies 58%
Research Reports 58%
eNewsletters 55%
eBooks 55%
Microsites 54%
2015 B2B Content Marketing Benchmarks, Budgets and Trends - North America by Content Marketing
Institute and MarketingProfs
48% of organizations with content marketingprograms say it results in engagement
with customers and prospects.
48 %
MarketingLand
On average, companies with blogs produce67% more leads per month.
67 %
A Guide to Marketing Genius: Content Marketing
The super-charged resultsof interactive content
experiences
S E C T I O N 7
88% said interactive content is somewhator very effective at differentiating from competitors,
versus just 55% for static content.
55%88% vs
Demand Metric's Lead Generation Benchmark Report for 2014
93% said interactive content is somewhat orvery effective at educating the buyer, versus just
70% for static content.
93%
INT
ER
AC
TIV
E
STA
TIC
70%
Demand Metric's Lead Generation Benchmark Report for 2014
38% said interactive content is somewhat or veryeffective at being shared, versus just
17% for static content.
38 % 17 %vs Demand Metric's Lead Generation Benchmark Report for 2014
Interactive content generates conversionsmoderately or very well 70% of the time, compared
to just 36% for passive content.
70 % 36 %vs
Demand Metric's Lead Generation Benchmark Report for 2014
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