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2
SponSored by
	
		
	
		
	 		
		
Chief Content Officer
MarketingProfs
Founder & Executive Director
Content Marketing Institute
3
SponSored by
Percentage of B2B Respondents
Using Content Marketing
91%
use content
marketing
9%
do not
use content
marketing
2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
4
SponSored by
B2B marketers use an average of 12 content
marketing tactics.
	
		
		
		
		
		
AverageNumberof Tactics
B2B Marketers Use
11%
14%
19%
28%
0 10 20 30 40
7%
20+Tactics
16-19Tactics
13-15Tactics
20%
10-12Tactics
5-9Tactics
1-4Tactics Average: 12
2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
5
SponSored by
B2B Content Marketing Usage
(by Tactic)
0
20
40
60
80
100
Social
Media
–
Other
than
Blogs
Articles
on
Your
Website
eNewsletters
Blogs
Case
Studies
Videos
Articles
on
Other
Websites
In-person
Events
White
Papers
Webinars/Webcasts
Research
Reports
Microsites
Infographics
Branded
Content
Tools
Mobile
Content
eBooks
Print
Magazines
Books
Virtual
Conferences
Podcasts
Mobile
Apps
Digital
Magazines
Print
Newsletters
Annual
Reports
Licensed/Syndicated
Content
Games/Gamification
87%
83%
77%
78%
70%70%
69%
61%
59%
44%
40%
38% 38%
33%
32%
31%
29%
28%
27%
26%
26%
25%
24%
20%
11%
71%
	
		
		
	
		 			
		
2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
6
SponSored by
	
	
	
	
2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
The use of certain B2B content marketing tactics
has risen greatly.
7
SponSored by
Confidence Gap
Effectiveness Ratings of Tactics Among B2B Users
67% 33%
36%
39%
41%
42%
42%
43%
43%
45%
47%
50%
50%
64%
61%
59%
58%
58%
57%
57%
55%
53%
50%
50%
BelieveIt’sEffective BelieveIt’sLessEffective
100 90 80 70 60 50 40 30 20 10 10 20 30 40 50 60 70 80 90 100
In-personEvents
CaseStudies
Webinars/Webcasts
Blogs
Videos
eNewsletters
ResearchReports
WhitePapers
eBooks
Microsites
ArticlesonYourWebsite
ArticlesonOtherWebsites
	 		
	
	
	 	
	
	
	
	 	
	
2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
8
SponSored by
Percentage of B2B Marketers Using
Social Media to DistributeContent
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 Benchmarks–North America: CMI/MarketingProfs
9
SponSored by
0 20 40 60 80 100
83%
71%
74%
70%
56%
13%
20%
10%
80%
80%
61%
39%
26%
N/A
N/A
N/A
N/A
N/A
N/A
N/A
12%
23%
10%
10%
8%
7%
7%
6%
LinkedIn
Twitter
Facebook
YouTube
Google+
Pinterest
SlideShare
Vimeo
Flickr
StumbleUpon
Foursquare
Instagram
Tumblr
Quora
B2B
2012 2011
	 		
	
	
	 	
	
	
	
2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
10
SponSored by
Organizational Goals for
B2B Content Marketing
79%
74%
71%
64%
64%
63%
60%
45%
43%
BrandAwareness
CustomerAcquisition
LeadGeneration
CustomerRetention/Loyalty
ThoughtLeadership
Engagement
WebsiteTraffic
Sales
Lead Management/Nurturing
10
0 20 30 40 50 60 70 80 90 100
	
	
	
	
	 		
	 	
	
More B2B marketers are using content marketing
to achieve organizational goals.
2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
11
SponSored by
MeasurementCriteria for
B2B Content Marketing Success
51%
45%
43%
41%
41%
41%
39%
35%
26%
24%
22%
13%
5%
60%
10
0 20 30 40 50 60 70 80 90 100
WebTraffic
SalesLeadQuality
SocialMediaSharing
SalesLead Quantity
DirectSales
SEORanking
InboundLinks
Cross-selling
CostSavings
BenchmarkLiftofCompanyAwareness
IncreasedCustomerLoyalty
BenchmarkLiftofProduct/ServiceAwareness
Time Spenton Website
Qualitative Feedback from Customers
	
	
	
	
		
	
	
2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
12
SponSored by
B2B Content MarketingSpending
(Over Next 12 Months)
9%
45%
Significantly
Increase
Decrease
34%
Remainthe
Same
2%
Unsure
10%
Increase
More than half of B2B marketers plan to increase their
content marketing budget over the next 12 months.
	
		
2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
13
SponSored by
Total Marketing Budget Spent
onB2BContentMarketing
42%
34%
26%
23%
20%
31%
2012
2011
22%
24%
0 10 20 30 40 50 60
Micro(FewerThan10Employees)
Small(10-99Employees)
26%
33%
Overall
Midsize(100-999Employees)
Large(1000+Employees)
	
	
	
	
	
	 		
	
2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
33% of B2B marketing budgets are now allocated
to content marketing.
14
SponSored by
Insourcing vs. Outsourcing
of B2B Content Creation
56%
38%
4%
58%
1%
2012
2011
43%
0 10 20 30 40 50 60 70
In-HouseOnly
OutsourcedOnly
Both
More companies are creating B2B marketing
content in-house.
	
	
	
	
	 		
	
2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
15
SponSored by
Percentage of Companies that
Outsource B2B Content Creation
33%
53%
60%
62%
74%
42%
2012
2011
53%
65%
0 10 20 30 40 50 60 70 80
Micro(FewerThan10Employees)
Small(10-99Employees)
58%
44%
Average
Midsize(100-999Employees)
Large(1000+Employees)
	
	
	
2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
On average, 44% of companies outsource
B2B content creation.
16
SponSored by
How B2B Organizations Tailor Content
59%
57%
51%
39%
12%
52%
2012
2011
42%
0 10 20 30 40 50 60 70 80
ProfileofIndividualDecisionMakers
CompanyCharacteristics
8%
None
StageintheBuyingCycle
N/A
23%
PersonalizedContentPreferences
Nearly all B2B marketers segment their content.
	
	 	
	
2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
17
SponSored by
Challengesthat
B2B Content Marketers Face
64%
52%
14%
ProducingEnoughContent
ProducingtheKindofContentthatEngages
39%
LackofBudget
22%
LackofBuy-in/Vision
26%
LackofKnowledge,Training,andResources
45%
ProducingaVarietyofContent
33%
InabilitytoMeasureContentEffectiveness
FindingTrainedContentMarketingProfessionals
25%
LackofIntegrationAcrossMarketing
10
0 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 Benchmarks–North America: CMI/MarketingProfs
18
SponSored by
Biggest B2B
Content Marketing Challenge
29%
20%
41%
18%
12%
18%
2012 2011
14%
7%
0 10 20 30 40 50 60
ProducingEnoughContent
ProducingtheKindofContentthatEngages
N/A
N/A
6%
LackofKnowledge,Training,andResources
LackofBudget
LackofBuy-in/Vision
7%
5%
ProducingaVarietyofContent
5%
InabilitytoMeasureContentEffectiveness
N/A
4%
LackofIntegrationAcrossMarketing
N/A
2%
FindingTrainedContentMarketingProfessionals
	 	
	 	
	
	
	
	
	
	
	
	
2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
19
SponSored by
How B2B Marketers Rate the
Effectiveness of Their Organization’s
Use of Content Marketing
6%
30%
45%
15%
2%
Very Effective
Not At All Effective
10
0 20 30 40 50 60 70 80 90 100
5
4
3
2
1
	
	
	
	 	
	
2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
20
SponSored by
Comparison of Most Effective B2B ContentMarketers
with Least Effective B2B ContentMarketers
Percentageofmarketingbudget
allocatedtocontentmarketing
Averagenumberoftacticsused
Averagenumberof
socialplatformsused
Percentagethatplanstoincrease
contentmarketingspendnextyear
Tailorcontenttoprofileof
decisionmaker
Challengedwithproducing
engagingcontent
Challengedwithlackofbuy-in/vision
fromhigher-ups
MostEffective Overall/Average LeastEffective
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 Benchmarks–North America: CMI/MarketingProfs
21
SponSored by
22
SPONSORED BY
B2B Industry Classification
Advertising/
Marketing
25%
Other
22%
Consulting
e
Manufacturing
Internet/Online
Services
Publishing/
Media
12%
12%
6%
6%
5%
5%
4%
3%
Business
Services (Other)
Healthcare/Medical/
Pharmaceutical
Banking/Accounting/
Financial
Size of B2B Company
(by Employees)
Micro
(Fewer than
10 Employees)
39%
Small
(10-99 Employees)
28%
Midsize
(100-999
Employees)
Large
(1000+ Employees)
17%
5%
B2B Job Title/Function
Advertising/Marketing
Communications/PR
37%
Corporate
Management/Owner
Content
Creation/Management
31%
7%
Other
3%
Marketing
Administration/
Support
6%
Sales
Administration/
Support
1%
Website/Technology
Programmer
1%
6%
5%
Consultant
Sales/Business
Management
5%
General
Management
23
SponSored by
 

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B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends–North America

  • 2. 2 SponSored by Chief Content Officer MarketingProfs Founder & Executive Director Content Marketing Institute
  • 3. 3 SponSored by Percentage of B2B Respondents Using Content Marketing 91% use content marketing 9% do not use content marketing 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
  • 4. 4 SponSored by B2B marketers use an average of 12 content marketing tactics. AverageNumberof Tactics B2B Marketers Use 11% 14% 19% 28% 0 10 20 30 40 7% 20+Tactics 16-19Tactics 13-15Tactics 20% 10-12Tactics 5-9Tactics 1-4Tactics Average: 12 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
  • 5. 5 SponSored by B2B Content Marketing Usage (by Tactic) 0 20 40 60 80 100 Social Media – Other than Blogs Articles on Your Website eNewsletters Blogs Case Studies Videos Articles on Other Websites In-person Events White Papers Webinars/Webcasts Research Reports Microsites Infographics Branded Content Tools Mobile Content eBooks Print Magazines Books Virtual Conferences Podcasts Mobile Apps Digital Magazines Print Newsletters Annual Reports Licensed/Syndicated Content Games/Gamification 87% 83% 77% 78% 70%70% 69% 61% 59% 44% 40% 38% 38% 33% 32% 31% 29% 28% 27% 26% 26% 25% 24% 20% 11% 71% 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
  • 6. 6 SponSored by 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs The use of certain B2B content marketing tactics has risen greatly.
  • 7. 7 SponSored by Confidence Gap Effectiveness Ratings of Tactics Among B2B Users 67% 33% 36% 39% 41% 42% 42% 43% 43% 45% 47% 50% 50% 64% 61% 59% 58% 58% 57% 57% 55% 53% 50% 50% BelieveIt’sEffective BelieveIt’sLessEffective 100 90 80 70 60 50 40 30 20 10 10 20 30 40 50 60 70 80 90 100 In-personEvents CaseStudies Webinars/Webcasts Blogs Videos eNewsletters ResearchReports WhitePapers eBooks Microsites ArticlesonYourWebsite ArticlesonOtherWebsites 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
  • 8. 8 SponSored by Percentage of B2B Marketers Using Social Media to DistributeContent 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 Benchmarks–North America: CMI/MarketingProfs
  • 9. 9 SponSored by 0 20 40 60 80 100 83% 71% 74% 70% 56% 13% 20% 10% 80% 80% 61% 39% 26% N/A N/A N/A N/A N/A N/A N/A 12% 23% 10% 10% 8% 7% 7% 6% LinkedIn Twitter Facebook YouTube Google+ Pinterest SlideShare Vimeo Flickr StumbleUpon Foursquare Instagram Tumblr Quora B2B 2012 2011 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
  • 10. 10 SponSored by Organizational Goals for B2B Content Marketing 79% 74% 71% 64% 64% 63% 60% 45% 43% BrandAwareness CustomerAcquisition LeadGeneration CustomerRetention/Loyalty ThoughtLeadership Engagement WebsiteTraffic Sales Lead Management/Nurturing 10 0 20 30 40 50 60 70 80 90 100 More B2B marketers are using content marketing to achieve organizational goals. 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
  • 11. 11 SponSored by MeasurementCriteria for B2B Content Marketing Success 51% 45% 43% 41% 41% 41% 39% 35% 26% 24% 22% 13% 5% 60% 10 0 20 30 40 50 60 70 80 90 100 WebTraffic SalesLeadQuality SocialMediaSharing SalesLead Quantity DirectSales SEORanking InboundLinks Cross-selling CostSavings BenchmarkLiftofCompanyAwareness IncreasedCustomerLoyalty BenchmarkLiftofProduct/ServiceAwareness Time Spenton Website Qualitative Feedback from Customers 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
  • 12. 12 SponSored by B2B Content MarketingSpending (Over Next 12 Months) 9% 45% Significantly Increase Decrease 34% Remainthe Same 2% Unsure 10% Increase More than half of B2B marketers plan to increase their content marketing budget over the next 12 months. 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
  • 13. 13 SponSored by Total Marketing Budget Spent onB2BContentMarketing 42% 34% 26% 23% 20% 31% 2012 2011 22% 24% 0 10 20 30 40 50 60 Micro(FewerThan10Employees) Small(10-99Employees) 26% 33% Overall Midsize(100-999Employees) Large(1000+Employees) 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs 33% of B2B marketing budgets are now allocated to content marketing.
  • 14. 14 SponSored by Insourcing vs. Outsourcing of B2B Content Creation 56% 38% 4% 58% 1% 2012 2011 43% 0 10 20 30 40 50 60 70 In-HouseOnly OutsourcedOnly Both More companies are creating B2B marketing content in-house. 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
  • 15. 15 SponSored by Percentage of Companies that Outsource B2B Content Creation 33% 53% 60% 62% 74% 42% 2012 2011 53% 65% 0 10 20 30 40 50 60 70 80 Micro(FewerThan10Employees) Small(10-99Employees) 58% 44% Average Midsize(100-999Employees) Large(1000+Employees) 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs On average, 44% of companies outsource B2B content creation.
  • 16. 16 SponSored by How B2B Organizations Tailor Content 59% 57% 51% 39% 12% 52% 2012 2011 42% 0 10 20 30 40 50 60 70 80 ProfileofIndividualDecisionMakers CompanyCharacteristics 8% None StageintheBuyingCycle N/A 23% PersonalizedContentPreferences Nearly all B2B marketers segment their content. 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
  • 17. 17 SponSored by Challengesthat B2B Content Marketers Face 64% 52% 14% ProducingEnoughContent ProducingtheKindofContentthatEngages 39% LackofBudget 22% LackofBuy-in/Vision 26% LackofKnowledge,Training,andResources 45% ProducingaVarietyofContent 33% InabilitytoMeasureContentEffectiveness FindingTrainedContentMarketingProfessionals 25% LackofIntegrationAcrossMarketing 10 0 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 Benchmarks–North America: CMI/MarketingProfs
  • 18. 18 SponSored by Biggest B2B Content Marketing Challenge 29% 20% 41% 18% 12% 18% 2012 2011 14% 7% 0 10 20 30 40 50 60 ProducingEnoughContent ProducingtheKindofContentthatEngages N/A N/A 6% LackofKnowledge,Training,andResources LackofBudget LackofBuy-in/Vision 7% 5% ProducingaVarietyofContent 5% InabilitytoMeasureContentEffectiveness N/A 4% LackofIntegrationAcrossMarketing N/A 2% FindingTrainedContentMarketingProfessionals 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
  • 19. 19 SponSored by How B2B Marketers Rate the Effectiveness of Their Organization’s Use of Content Marketing 6% 30% 45% 15% 2% Very Effective Not At All Effective 10 0 20 30 40 50 60 70 80 90 100 5 4 3 2 1 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
  • 20. 20 SponSored by Comparison of Most Effective B2B ContentMarketers with Least Effective B2B ContentMarketers Percentageofmarketingbudget allocatedtocontentmarketing Averagenumberoftacticsused Averagenumberof socialplatformsused Percentagethatplanstoincrease contentmarketingspendnextyear Tailorcontenttoprofileof decisionmaker Challengedwithproducing engagingcontent Challengedwithlackofbuy-in/vision fromhigher-ups MostEffective Overall/Average LeastEffective 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 Benchmarks–North America: CMI/MarketingProfs
  • 22. 22 SPONSORED BY B2B Industry Classification Advertising/ Marketing 25% Other 22% Consulting e Manufacturing Internet/Online Services Publishing/ Media 12% 12% 6% 6% 5% 5% 4% 3% Business Services (Other) Healthcare/Medical/ Pharmaceutical Banking/Accounting/ Financial Size of B2B Company (by Employees) Micro (Fewer than 10 Employees) 39% Small (10-99 Employees) 28% Midsize (100-999 Employees) Large (1000+ Employees) 17% 5% B2B Job Title/Function Advertising/Marketing Communications/PR 37% Corporate Management/Owner Content Creation/Management 31% 7% Other 3% Marketing Administration/ Support 6% Sales Administration/ Support 1% Website/Technology Programmer 1% 6% 5% Consultant Sales/Business Management 5% General Management