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Content Marketing 
in 2014. A 
retrospective
Numbers 
h"p://goo.gl/63Psbl
Content marketing, a 
priority in 2014 
93% of B2B marketers use content 
marketing; 
44% of B2B marketers have a documented 
content strategy; 
42% of B2B marketers said they were 
effective at content marketing;
73% of B2B content marketers are producing more content 
than they did one year ago; 
79% of consultants reported offering content creation as a 
service (second only to analytics at 85%);
Content marketing was reported to have the highest year-over-year 
demand increase, with 71% of respondents reporting increased demand.
Challenges 
h"p://goo.gl/63Psbl
lack of time (69%) 
producing enough content (58%) 
producing the kind of content that engages 
(55%) 
producing a variety of content (42%) 
inability to measure content effectiveness 
(40%)
Tactics
51% of B2B 
marketers 
used 
infographics, 
versus 38% in 
2013
Blogs are deemed the most effective tactic 
Blogs are 
deemed the 
most 
effective 
tactic
B2B marketers overall have rated in-person events as the 
most effective tactic they use.
1/3 of 
marketers will 
invest in CRM 
solutions that 
can track in-person 
interactions
Social media 
platforms
Effectiveness 
of 
social media 
LinkedIn – 82% 
Twitter – 66% 
YouTube – 64% 
Facebook – 41% 
SlideShare – 38%
Twitter was rated the most confident social media platform. 
h"p://goo.gl/vGcyta
Social media platforms that had the biggest usage 
increase 
SlideShare Google+ Instagram
Budget 
h"p://goo.gl/PqGBgP
64% of 
marketers 
have a 
dedicated 
content 
marketing 
budget 
54 % of 
marketers 
reported 
monthly 
budgets of 
$500 or more.
51 % of the 
content 
marketing 
budget is 
owned by 
corporate 
marketing 
h"p://goo.gl/CkpSyU
52,41% 
marketers 
stated that 
about 25% of 
2015 
marketing 
budget is 
devoted to 
content 
h"p://goo.gl/SMq479
Outsourced content 
h"p://goo.gl/Rx9BQl 
57% of technology marketers outsource content creation
Writing and design are the functions that technology 
marketers are most likely to outsource.
Other oursourced 
content marketing 
formats: 
blogging 
analyst/research reports 
white papers
39% of marketers 
consider 
themselves at 
least somewhat 
successful at 
tracking content 
marketing ROI 
h"p://goo.gl/UgEdNn
Tools
Top 10 content marketing 
1. Google trends 
2. Google alerts 
3. Google Insight for Search 
4. G+ Trending 
5. Reddit 
6. Haro 
7. Moz 
8. Disqus 
9. My blog guest 
10. Topsy 
tools
55% of 
marketers 
rated videos 
as a ‘very 
effective’ 
social 
media post 
type. 
h"p://goo.gl/ZddxEr
Publishing
Frequency 
22% multiple 
times per month; 
20% multiple 
times per week; 
18% weekly.
LinkedIn was the social media platform content marketers 
used most often to distribute content. 
h"p://goo.gl/5ISx0D
Metrics 
h"p://goo.gl/ZrDhJj
Direct sales have consistently gone down in importance as 
a measurement criterion 
h"p://goo.gl/tuJ0v7
Top metrics for content 
marketing success 
website traffic (69%); 
view/downloads (59%); 
lead quantity (42%).
2015 Goals h"p://goo.gl/Pk54yk
Most B2B content marketers cite brand 
awareness as a goal (84%).
Marketers 
cite lead 
generation 
as their 
second 
goal for 
content 
marketing 
(83%). 
Last, but not 
least, they 
cite 
engagement 
as their 2015 
goal (81%).
Important overall marketing 
goals 
return on investment (28,29%); 
traffic and audience growth (24,79%); 
lifetime customer value (21,30%); 
thought leadership (18,14%).
69% of marketers choose original content over licensed 
content. 
h"p://goo.gl/cgtN2W
57% of all companies have two or more people dedicated 
to content marketing.
74% of 
marketers 
believe that they 
could drive 2.5x 
more ROI, brand 
lift, or LTV if they 
had an expert 
content team. 
h"p://goo.gl/NjNj38
Liked it? Follow us on 
Twiter: 
@IBeaglecat 
@Gghiciuc 
www.beaglecat.com
Sources 
Sou 
slide 2 – B2B Content marketing Institute Research 
slide 3 – B2B Content marketing Institute Research 
- Moz Blog 
slide 4 – Moz Blog 
slide 6 – B2B Content Marketing Institute SlideShare Research 
slide 8 – B2B Content Marketing Institute Reseach 
slide 11- Content Marketing Trend of 2014 Reseach, by Linked In 
slide 13 – B2B Content Marketing Report 
slide 17 - B2B Content Marketing Report 
- Moz Blog 
slide 18 - B2B Content Marketing Report 
slide 19 - Study: 600 Marketers’ Fears, Goals, and Plans For 2015, by Contently 
slide 20 – B2B Content Marketing Institute SlideShare Research 
slide 22 - B2B Content Marketing Report 
slide 23 - B2B Content Marketing Report 
slide 25 – Moz Blog 
slide 26 -
slide 26 - Content Marketing Trend of 2014 Reseach, by LinkedIn 
slide 28 - B2B Content Marketing Report 
slide 29 - B2B Content Marketing Institute SlideShare Research 
slide 32 - B2B Content Marketing Institute SlideShare Research 
- B2B Content Marketing Report 
slide 34 – 2015 Benchmarks, budgets and trends – North America, by Content Marketing Institute 
slide 35 - 2015 Benchmarks, budgets and trends – North America, by Content Marketing Institute 
slide 36 - Study: 600 Marketers’ Fears, Goals, and Plans For 2015, by Contently 
slide 37 - Study: 600 Marketers’ Fears, Goals, and Plans For 2015, by Contently 
slide 38 - Study: 600 Marketers’ Fears, Goals, and Plans For 2015, by Contently 
slide 39 - Study: 600 Marketers’ Fears, Goals, and Plans For 2015, by Contently

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Content Marketing in 2014. Facts and Figures.

  • 1. Content Marketing in 2014. A retrospective
  • 3. Content marketing, a priority in 2014 93% of B2B marketers use content marketing; 44% of B2B marketers have a documented content strategy; 42% of B2B marketers said they were effective at content marketing;
  • 4. 73% of B2B content marketers are producing more content than they did one year ago; 79% of consultants reported offering content creation as a service (second only to analytics at 85%);
  • 5. Content marketing was reported to have the highest year-over-year demand increase, with 71% of respondents reporting increased demand.
  • 7. lack of time (69%) producing enough content (58%) producing the kind of content that engages (55%) producing a variety of content (42%) inability to measure content effectiveness (40%)
  • 9. 51% of B2B marketers used infographics, versus 38% in 2013
  • 10. Blogs are deemed the most effective tactic Blogs are deemed the most effective tactic
  • 11. B2B marketers overall have rated in-person events as the most effective tactic they use.
  • 12. 1/3 of marketers will invest in CRM solutions that can track in-person interactions
  • 14. Effectiveness of social media LinkedIn – 82% Twitter – 66% YouTube – 64% Facebook – 41% SlideShare – 38%
  • 15. Twitter was rated the most confident social media platform. h"p://goo.gl/vGcyta
  • 16. Social media platforms that had the biggest usage increase SlideShare Google+ Instagram
  • 18. 64% of marketers have a dedicated content marketing budget 54 % of marketers reported monthly budgets of $500 or more.
  • 19. 51 % of the content marketing budget is owned by corporate marketing h"p://goo.gl/CkpSyU
  • 20. 52,41% marketers stated that about 25% of 2015 marketing budget is devoted to content h"p://goo.gl/SMq479
  • 21. Outsourced content h"p://goo.gl/Rx9BQl 57% of technology marketers outsource content creation
  • 22. Writing and design are the functions that technology marketers are most likely to outsource.
  • 23. Other oursourced content marketing formats: blogging analyst/research reports white papers
  • 24. 39% of marketers consider themselves at least somewhat successful at tracking content marketing ROI h"p://goo.gl/UgEdNn
  • 25. Tools
  • 26. Top 10 content marketing 1. Google trends 2. Google alerts 3. Google Insight for Search 4. G+ Trending 5. Reddit 6. Haro 7. Moz 8. Disqus 9. My blog guest 10. Topsy tools
  • 27. 55% of marketers rated videos as a ‘very effective’ social media post type. h"p://goo.gl/ZddxEr
  • 29. Frequency 22% multiple times per month; 20% multiple times per week; 18% weekly.
  • 30. LinkedIn was the social media platform content marketers used most often to distribute content. h"p://goo.gl/5ISx0D
  • 32. Direct sales have consistently gone down in importance as a measurement criterion h"p://goo.gl/tuJ0v7
  • 33. Top metrics for content marketing success website traffic (69%); view/downloads (59%); lead quantity (42%).
  • 35. Most B2B content marketers cite brand awareness as a goal (84%).
  • 36. Marketers cite lead generation as their second goal for content marketing (83%). Last, but not least, they cite engagement as their 2015 goal (81%).
  • 37. Important overall marketing goals return on investment (28,29%); traffic and audience growth (24,79%); lifetime customer value (21,30%); thought leadership (18,14%).
  • 38. 69% of marketers choose original content over licensed content. h"p://goo.gl/cgtN2W
  • 39. 57% of all companies have two or more people dedicated to content marketing.
  • 40. 74% of marketers believe that they could drive 2.5x more ROI, brand lift, or LTV if they had an expert content team. h"p://goo.gl/NjNj38
  • 41. Liked it? Follow us on Twiter: @IBeaglecat @Gghiciuc www.beaglecat.com
  • 42. Sources Sou slide 2 – B2B Content marketing Institute Research slide 3 – B2B Content marketing Institute Research - Moz Blog slide 4 – Moz Blog slide 6 – B2B Content Marketing Institute SlideShare Research slide 8 – B2B Content Marketing Institute Reseach slide 11- Content Marketing Trend of 2014 Reseach, by Linked In slide 13 – B2B Content Marketing Report slide 17 - B2B Content Marketing Report - Moz Blog slide 18 - B2B Content Marketing Report slide 19 - Study: 600 Marketers’ Fears, Goals, and Plans For 2015, by Contently slide 20 – B2B Content Marketing Institute SlideShare Research slide 22 - B2B Content Marketing Report slide 23 - B2B Content Marketing Report slide 25 – Moz Blog slide 26 -
  • 43. slide 26 - Content Marketing Trend of 2014 Reseach, by LinkedIn slide 28 - B2B Content Marketing Report slide 29 - B2B Content Marketing Institute SlideShare Research slide 32 - B2B Content Marketing Institute SlideShare Research - B2B Content Marketing Report slide 34 – 2015 Benchmarks, budgets and trends – North America, by Content Marketing Institute slide 35 - 2015 Benchmarks, budgets and trends – North America, by Content Marketing Institute slide 36 - Study: 600 Marketers’ Fears, Goals, and Plans For 2015, by Contently slide 37 - Study: 600 Marketers’ Fears, Goals, and Plans For 2015, by Contently slide 38 - Study: 600 Marketers’ Fears, Goals, and Plans For 2015, by Contently slide 39 - Study: 600 Marketers’ Fears, Goals, and Plans For 2015, by Contently