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MANUFACTURING
CONTENT MARKETING 2020
Benchmarks, Budgets, and Trends
SPONSORED BY
MANUFACTURING
CONTENT MARKETING 2020
Benchmarks, Budgets, and Trends
2
SPONSORED BY
m WELCOME.......................................................................................................... 3
m KEY FINDINGS.................................................................................................... 4
m SUCCESS & MATURITY....................................................................................... 5
m STRATEGY, OPINIONS & TECHNOLOGY.............................................................. 8
m TEAM STRUCTURE & OUTSOURCING............................................................... 12
m CONTENT CREATION & DISTRIBUTION............................................................ 16
m METRICS & GOALS........................................................................................... 25
m BUDGETS & SPENDING.................................................................................... 29
m CONTENT MARKETING PRIORITIES & UNIQUE CHALLENGES.......................... 33
m METHODOLOGY............................................................................................... 36
m ABOUT............................................................................................................. 37
SURVEY TERM DEFINITIONS
Content Marketing: A strategic marketing approach
focused on creating and distributing valuable,
relevant, and consistent content to attract and retain
a clearly defined audience—and, ultimately, to drive
profitable customer action.
Success: Achieving your organization’s desired/
targeted results.
NOTE
This report contains a few key comparisons with
data presented in the 2019 version of this report;
however, use caution when making comparisons
with past years. The sample size reported on here is
slightly different this year than last. In addition, the
survey methodology changed beginning with the
2019 report, when we began asking respondents to
confirm their content marketing role and whether
their organization has used content marketing for at
least one year.
TABLE OF CONTENTS
3
SPONSORED BY
When Content Marketing Institute (CMI) first reported on
manufacturing in 2014, we noted that manufacturers were
later to adopt content marketing than other industries we studied.
They’ve certainly come a long way since then.
As you’ll see in this report—based on the results of our 10th annual
content marketing survey—manufacturing marketers have become
more strategic with their content marketing and are feeling less
challenged with communicating complex content. Many are reporting
success with their overall approach to content marketing. The ability to
craft content for different audiences across various stages of the buyer’s
journey—and distribute that content with precision—will be important
to continued success in 2020.
On behalf of the entire CMI team, best wishes for your content
marketing in the new decade. If you need resources, let us know. We’re
happy to assist!
Lisa Murton Beets
Research Director, Content Marketing Institute
WELCOME
Stephanie Stahl
General Manager, CMI
Robert Rose
Chief Strategy Advisor, CMI
Kim Moutsos
VP Content, CMI
Cathy McPhillips
VP Marketing, CMI
Lisa Murton Beets
Research Director/Report Author, CMI
Joseph “JK” Kalinowski
Creative Director, CMI
Nancy Reese
Research Consultant
MANUFACTURING
CONTENT MARKETING 2020
Benchmarks, Budgets, and Trends
4
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Manufacturing marketers are becoming
more strategic
Communicating complex content and
access to subject matter experts has
improved
They create content for four different
audiences, on average, yet only 40%
always/frequently craft content for
specific stages of the customer journey
64% of manufacturing marketers
outsource at least one content
marketing activity
Several organic (nonpaid) opportunities to distribute content are being overlooked
41% of those surveyed said their organization has
a documented content marketing strategy versus
21% last year, indicating a stronger focus on being
strategic with their content marketing approach.
See page 9.
A smaller percentage than last year reported
being challenged with communicating complex
content (36% this year vs. 60% last year) and
accessing subject matter experts (40% this year
vs. 50% last year). See page 35.
Many respondents create content for several
different audiences, yet there is a need to craft
content more precisely based on where those
audiences are in the customer journey. See pages
17 and 18.
Most manufacturing marketers use social media platforms, their organization’s website/blog, and email to
distribute content. However, fewer take advantage of speaking/events (43%), media/influencer relations
(33%), or guest posts/articles in third-party publications (31%). See page 22.
Among those who outsource, 87% outsource content
creation, which may help explain why their ability
to communicate complex content has improved.
See page 15.
KEY FINDINGS
5
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MANUFACTURING
CONTENT MARKETING 2020
Benchmarks, Budgets, and Trends
SUCCESS & MATURITY
6
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65% of manufacturing marketers say their organization is much or somewhat more successful
with content marketing compared with one year ago.
How Manufacturing Marketers Rate
Their Organization’s Overall Level of
Content Marketing Success
1% 1%
68%
17% 13% ■ Extremely Successful
■ Very Successful
■ Moderately Successful
■ Minimally Successful
■ Not At All Successful
How Manufacturing Marketers Rate
Their Organization’s Content Marketing
Success Compared With One Year Ago
2% 1%
56%
32%
9%
■ Much More Successful
■ Somewhat More Successful
■ About the Same
■ Somewhat Less Successful
■ Much Less Successful
Base: Manufacturing content marketers; aided list.
2020 Manufacturing Content Marketing Benchmarks: Content Marketing Institute/MarketingProfs
Note: The survey defined success as achieving your organization’s desired/targeted results.
Base: Manufacturing content marketers; aided list.
2020 Manufacturing Content Marketing Benchmarks: Content Marketing Institute/MarketingProfs
SUCCESS & MATURITY
7
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39% of manufacturing marketers say their organization is in the adolescent stage of content
marketing maturity.
SOPHISTICATED
Providing accurate measurement to the business, scaling
across the organization
MATURE
Finding success, yet challenged with integration across
the organization
ADOLESCENT
Have developed a business case, seeing early success,
becoming more sophisticated with measurement and
scaling
YOUNG
Growing pains, challenged with creating a cohesive
strategy and a measurement plan
FIRST STEPS
Doing some aspects of content, but have not yet begun to
make content marketing a process
Base: Manufacturing content marketers; aided list.
2020 Manufacturing Content Marketing Benchmarks: Content Marketing Institute/MarketingProfs
How Manufacturing Marketers Rate Their
Organization’s Content Marketing Maturity Level
5%6%
39%
26%
24%
■ Sophisticated
■ Mature
■ Adolescent
■ Young
■ First Steps
SUCCESS & MATURITY
8
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MANUFACTURING
CONTENT MARKETING 2020
Benchmarks, Budgets, and Trends
STRATEGY, OPINIONS
& TECHNOLOGY
9
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Base: Manufacturing content marketers; aided list.
2020 Manufacturing Content Marketing Benchmarks: Content Marketing Institute/MarketingProfs
STRATEGY, OPINIONS & TECHNOLOGY
41% of manufacturing marketers report their organization has a documented content
marketing strategy, up from 21% last year.
Percentage of Manufacturing Marketers
With a Content Marketing Strategy
6%
37%
16%
41%
■ Yes, and it is documented
■ Yes, but it is not documented
■ No, but plan to within 12 months
■ No, with no plans
10
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62% of manufacturing marketers agree their organization prioritizes delivering relevant
content when and where a person is most likely to see it.
Manufacturing Marketers’ Opinions About Content Marketing in Their Organization
(Strongly/Somewhat Agree)
81%
72%
39%
62%
0 20 40 60 80 100
Our audience views our organization
as a credible and trusted resource
Our organization values creativity and
craft in content creation and production
Our organization prioritizes delivering relevant content
when and where a person is most likely to see it
Our organization provides customers with
optimal experiences across their engagement journey
Base: Manufacturing content marketers who answered each statement.
2020 Manufacturing Content Marketing Benchmarks: Content Marketing Institute/MarketingProfs
STRATEGY, OPINIONS & TECHNOLOGY
11
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Manufacturing marketers report the top 3 technologies their organizations use to assist with
content marketing are analytics tools, email marketing software, and social media publishing/
analytics.
Other technologies used:
Digital Asset Management
(DAM) System (34%); Content
Distribution Platform (21%);
Content Optimization (19%);
Content Performance/
Recommendation Analytics
(18%); and Integrated
Content Marketing
Platform (10%).
Technologies Manufacturing Organizations Use
to Assist With Content Marketing
(Top 7)
83%
82%
82%
44%
40%
62%
44%
0 20 40 60 80 100
Analytics Tools (e.g., web analytics, dashboards)
Social Media Publishing/Analytics
Marketing Automation System (MAS)
Customer Relationship Management (CRM) System
Content Creation/Collaboration/Workflow
Email Marketing Software
Content Management System (CMS)
STRATEGY, OPINIONS & TECHNOLOGY
Base: Manufacturing content marketers. Aided list; multiple responses permitted.
2020 Manufacturing Content Marketing Benchmarks: Content Marketing Institute/MarketingProfs
12
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MANUFACTURING
CONTENT MARKETING 2020
Benchmarks, Budgets, and Trends
TEAM STRUCTURE
& OUTSOURCING
13
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TEAM STRUCTURE & OUTSOURCING
Almost half (48%) of manufacturing marketers report their organization has a small
(or one-person) marketing/content marketing team serving the entire organization.
Manufacturing Organizations’ Content Marketing Team Structure
15%
10%
48%
2%
25%
0 10 20 30 40 50
We have a centralized content marketing group that
works with multiple brands/products/departments
throughout the organization
Each brand/product/department has its
own content marketing team
Both—We have a centralized group and
individual teams throughout the organization
We have a small (or one-person) marketing/content
marketing team serving the entire organization
Other structures
Base: Manufacturing content marketers; aided list.
2020 Manufacturing Content Marketing Benchmarks: Content Marketing Institute/MarketingProfs
14
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TEAM STRUCTURE & OUTSOURCING
Base: Manufacturing content marketers; aided list.
2020 Manufacturing Content Marketing Benchmarks: Content Marketing Institute/MarketingProfs
43% of manufacturing marketers say their organization has 2 or more internal team members
who are full-time/dedicated to content marketing.
Manufacturing Organizations’
Content Marketing Team Size
(Full-Time/Dedicated to Content Marketing)
5%4%
28%
34%
29%
■ 0
■ 1
■ 2-5
■ 6-10
■ 11+
15
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TEAM STRUCTURE & OUTSOURCING
64% of manufacturing marketers outsource at least one content marketing activity;
content creation is the activity they’re most likely to outsource (87%).
Does Your Manufacturing Organization
Outsource Any Content Marketing Activities?
36%
64%
■ Yes
■ No
Content Marketing Activities Manufacturing
Organizations Outsource
87%
32%
25%
19%
19%
25%
22%
0 20 40 60 80 100
Content Creation
Content Technology
Other
Measurement
Editorial Planning
Content Distribution
Content Strategy
Base: Manufacturing content marketers.
2020 Manufacturing Content Marketing Benchmarks: Content Marketing
Institute/MarketingProfs
Base: Manufacturing content marketers whose organization outsources at least one content marketing activity.
Aided list; multiple responses permitted.
2020 Manufacturing Content Marketing Benchmarks: Content Marketing Institute/MarketingProfs
16
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MANUFACTURING
CONTENT MARKETING 2020
Benchmarks, Budgets, and Trends
CONTENT CREATION
& DISTRIBUTION
17
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Fewer than half (40%) of manufacturing marketers craft content based on specific stages of
the customer journey.
CONTENT CREATION & DISTRIBUTION
Base: Manufacturing content marketers who answered each concept.
2020 Manufacturing Content Marketing Benchmarks: Content Marketing Institute/MarketingProfs
Concepts Manufacturing Marketers Always/Frequently Take Into Account
While Creating Content for Their Organization
84%
51%
40%
0 20 40 60 80 100
Fact check our content to ensure accuracy
Prioritize the audience’s informational needs
over our sales/promotional message
Craft content based on specific stages
of the customer journey
18
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CONTENT CREATION & DISTRIBUTION
On average, manufacturing marketers create content for 4 different audiences.
Number of Different Audiences
Manufacturing Marketers Create Content For
45%
26%
2%
27%
■ 6+
■ 4-5
■ 2-3
■ 1
Base: Manufacturing content marketers; aided list.
2020 Manufacturing Content Marketing Benchmarks: Content Marketing Institute/MarketingProfs
19
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CONTENT CREATION & DISTRIBUTION
Manufacturing marketers say 50% of the content they create is for audiences in the early stages of the
buyer’s journey (top-of-the-funnel). Far less content is created for stages further down the funnel.
Base: Manufacturing content marketers who answered the question; aided list. Percentages were required to equal 100%.
2020 Manufacturing Content Marketing Benchmarks: Content Marketing Institute/MarketingProfs
Percentage of Total Content
Manufacturing Marketers Created for
Content Marketing in Last 12 Months
15%
21%
4%
50%
10% ■ Top-of-the-funnel
(generating awareness/interest)
■ Mid-funnel (consideration/intent)
■ Late-stage (evaluation/purchase)
■ Post-sale (loyalty/brand advocacy)
■ Other areas
20
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CONTENT CREATION & DISTRIBUTION
The top 2 types of content manufacturing marketers use are social media content (92%)
and videos (81%).
Other content types used in
last 12 months: Long-Form
Text (e.g., articles 3,000+ words)
(34%); Ebooks/Guides (30%);
Research Reports (20%); Print
Books (12%); Livestreaming
Content (9%); Podcasts (8%);
and Other (11%).
Base: Manufacturing content marketers. Aided list; multiple responses permitted.
2020 Manufacturing Content Marketing Benchmarks: Content Marketing Institute/MarketingProfs
Content Types Manufacturing Marketers Used in Last 12 Months
(Top 10)
92%
81%
74%
71%
65%
59%
56%
44%
43%
0 20 40 60 80 100
Social Media Content (e.g., tweets, stories)
Email Newsletters
In-Person Events
White Papers
Print Magazines
39%Webinars/Online Events
Infographics/Charts/Photos/Data Viz
Case Studies
Videos (excluding livestreaming)
Blog Posts/Short Articles
21
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CONTENT CREATION & DISTRIBUTION
We asked respondents which content types are the highest performing for their organization
for building brand awareness, securing leads, nurturing leads, and converting leads. Their top
response in each category is shown here.
TO BUILD BRAND
AWARENESS
Social Media Content
(e.g., tweets, stories)
(36%)
TO NURTURE
LEADS
Email Newsletters
(31%)
TO SECURE
LEADS
In-Person Events
(24%)
TO CONVERT
LEADS
In-Person Events
(33%)
Base: Manufacturing content marketers whose organization used more than one content type for content marketing purposes in the last 12 months; aided list.
2020 Manufacturing Content Marketing Benchmarks: Content Marketing Institute/MarketingProfs
22
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CONTENT CREATION & DISTRIBUTION
The top 3 organic (nonpaid) content distribution channels manufacturing marketers use are social
media platforms (89%), their organization’s website/blog (85%), and email (82%).
Organic Content Distribution Channels
Manufacturing Marketers Used in Last 12 Months
89%
85%
82%
43%
33%
31%
8%
0 20 40 60 80 100
Social Media Platforms
Email
Guest Posts/Articles in
Third-Party Publications
Media/Influencer Relations
Other
Their Organization’s Website/Blog
Speaking/Events
Base: Manufacturing content marketers. Aided list; multiple responses permitted.
2020 Manufacturing Content Marketing Benchmarks: Content Marketing Institute/MarketingProfs
23
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75% or more of manufacturing marketers use organic (nonpaid) Facebook, LinkedIn, YouTube,
and Twitter for content marketing purposes.
Of the organic platforms they use, respondents say LinkedIn generates the best overall content
marketing results.
Other organic social media
platforms used in last 12
months: Pinterest (20%); Reddit
(3%); Quora (3%); Medium (2%);
Snapchat (0%); and Other (3%).
Organic Social Media Platforms
Manufacturing Content Marketers Used in Last 12 Months
86%
83%
77%
75%
43%
0 20 40 60 80 100
Facebook
YouTube
Instagram
LinkedIn Top Rated
Twitter
Base: Manufacturing content marketers whose organization used organic social media platforms to distribute content in the last 12 months.
Aided list; multiple responses permitted
CONTENT CREATION & DISTRIBUTION
24
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CONTENT CREATION & DISTRIBUTION
Most manufacturing marketers (93%) use paid distribution channels for content marketing purposes;
of that group, 66% use paid social media/promoted posts.
Base: Manufacturing content marketers whose organization used at least one paid distribution channel in the last 12 months.
Aided list; multiple responses permitted.
2020 Manufacturing Content Marketing Benchmarks: Content Marketing Institute/MarketingProfs
Base: Manufacturing content marketers.
2020 Manufacturing Content Marketing Benchmarks:
Content Marketing Institute/MarketingProfs
Paid Content Distribution Channels
Manufacturing Marketers Used in Last 12 Months
66%
61%
55%
28%
15%
48%
34%
0 20 40 60 80
Social Media Advertising/Promoted Posts
Search Engine Marketing (SEM)/Pay-Per-Click
Other
Banner Ads Promoting Your Content (e.g., ebook, webinar)
Partner Emails Promoting
Your Content (e.g., ebook, webinar)
Sponsorships (e.g., booths, workshops, branding)
Native Advertising/Sponsored Content
(not including social media platforms)
Has Your Manufacturing Organization
Used Any Paid Content Distribution Channels
in the Last 12 Months?
7%
93%
■ Yes
■ No
25
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MANUFACTURING
CONTENT MARKETING 2020
Benchmarks, Budgets, and Trends
METRICS & GOALS
26
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METRICS & GOALS
More than three-fourths (77%) of manufacturing marketers use metrics to measure content
performance; of these, 67% have established KPIs and 46% measure content marketing ROI.
Does Your Manufacturing
Organization Use Metrics to
Measure Content Performance?
18%
5%
77%
■ Yes
■ No
■ Unsure
Did Your Manufacturing
Organization Establish KPIs
to Measure Content Marketing
Initiatives in the Last 12 Months?
28%
5%
67%
■ Yes
■ No
■ Unsure
Does Your Manufacturing
Organization Measure
Content Marketing ROI?
42%
12%
46%
■ Yes
■ No
■ Unsure
Base: Manufacturing content marketers.
2020 Manufacturing Content Marketing Benchmarks: Content Marketing Institute/MarketingProfs
Base: Manufacturing content marketers whose organization
uses metrics to measure content performance.
Base: Manufacturing content marketers whose organization
uses metrics to measure content performance.
27
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METRICS & GOALS
The top 5 metrics manufacturing marketers track to measure content performance are social
media analytics (88%), website engagement (87%), email engagement (86%), website traffic
(84%), and conversions (80%).
Metrics Manufacturing Marketers Tracked to
Measure Content Performance in Last 12 Months
(Top 7)
88%
87%
86%
66%
57%
84%
80%
0 20 40 60 80 100
Email Engagement
(e.g., opens, clicks, downloads)
Search Rankings
Social Media Analytics (e.g., shares,
followers, views, likes)
Conversions (e.g., traffic to
subscribers, leads to sales)
Website Traffic
(e.g., page views, backlinks)
Website Engagement (e.g., time spent,
bounce rate, form completions)
Email Subscriber Numbers
(e.g., growth, unsubscribes)
Other metrics tracked
in last 12 months: Mobile
Analytics (e.g., traffic, time spent,
conversions) (41%); Cost of a Lead,
Subscribers, and/or Customer/
Customer Acquisition Cost (CAC)
(37%); Marketing Qualified Lead
Metrics (e.g., MQLs, SQLs) (35%);
PR Mentions/Media Coverage
(31%); Sales Effectiveness (e.g.,
sales cycle time, sales team
performance) (14%); Customer
Satisfaction Metrics (13%);
Customer Retention Rates (12%);
Lifetime Customer Value (6%); and
Other (1%).
Base: Manufacturing content marketers whose organization uses metrics to measure content performance. Aided list; multiple responses permitted.
2020 Manufacturing Content Marketing Benchmarks: Content Marketing Institute/MarketingProfs
28
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2020
As Reported One
Year Ago*
Create brand awareness 85% 79%
Educate audience(s) 76% 69%
Build credibility/trust 66% 60%
Generate demand/leads 63% 66%
Support the launch of a new product 63% 55%
Build loyalty with existing clients/customers 51% 55%
Generate sales/revenue 48% 40%
Nurture subscribers/audiences/leads 48% 47%
Drive attendance to one or more in-person events 44% 44%
Build a subscribed audience 32% 29%
None of the above 2% 4%
85% of manufacturing marketers have used content marketing successfully in the last 12 months to
create brand awareness.
Goals Manufacturing Marketers Have Achieved by Using Content Marketing Successfully in Last 12 Months
METRICS & GOALS
*See 2019 Manufacturing Content Marketing: Benchmarks, Budgets, and Trends
Base: Manufacturing content marketers. Aided list; multiple responses permitted.
2020 Manufacturing Content Marketing Benchmarks: Content Marketing Institute/MarketingProfs
29
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MANUFACTURING
CONTENT MARKETING 2020
Benchmarks, Budgets, and Trends
BUDGETS & SPENDING
30
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BUDGETS & SPENDING
41% of manufacturing marketers reported a 2019 annual content marketing budget of
$100,000 or more. Another 30% reported it was less than $100,000. The average annual
budget reported was $285,000.
2019 Annual Budget for Manufacturing
Content Marketing (Average)
(All Respondents)
22%
16%
13%
5%
8%
6%
30%
■ Less than $100,000
■ $100,000 to under $500,000
■ $500,000 to under $750,000
■ $750,000 to under $1,000,000
■ $1,000,000 or more
■ Unsure
■ There is no content
marketing budget
Note: Marketers who reported their organization has no content marketing budget were not asked to specify if the
expenditures come from a general marketing or other fund. The survey did not specify whether to include content
marketing salaries, nor did it ask respondents to break out areas of content marketing spend.
Base: Manufacturing content marketers; aided list.
2020 Manufacturing Content Marketing Benchmarks: Content Marketing Institute/MarketingProfs
31
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BUDGETS & SPENDING
43% of manufacturing marketers expect their 2020 content marketing budget to be
higher than it was in 2019.
Manufacturing Marketers’ Expected
Change in 2020 Content Marketing
Budget Compared With 2019
35%
13%
6%
38%
8% ■ Increase More than 9%
■ Increase 1% to 9%
■ Stay the Same
■ Decrease
■ Unsure
Base: Manufacturing content marketers who reported having an annual budget for content marketing in 2019.
2020 Manufacturing Content Marketing Benchmarks: Content Marketing Institute/MarketingProfs
32
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BUDGETS & SPENDING
57% of manufacturing marketers use traditional paid advertising (TV, radio, print/digital ads,
billboards, etc.) in addition to content marketing.
Of those who use paid advertising, about 40% said their organization shifted paid advertising budget dollars to
content marketing in the last 12 months.
Does Your Manufacturing Organization Use Traditional
Paid Advertising in Addition to Content Marketing?
(All Respondents)
43% 57%
■ Yes
■ No
Base: Manufacturing content marketers.
2020 Manufacturing Content Marketing Benchmarks: Content Marketing Institute/MarketingProfs
33
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MANUFACTURING
CONTENT MARKETING 2020
Benchmarks, Budgets, and Trends
CONTENT MARKETING
PRIORITIES & UNIQUE CHALLENGES
34
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PRIORITIES & UNIQUE CHALLENGES
More than half of manufacturing marketers anticipate a focus on content quality/quantity
and content distribution/promotion in 2020.
Top 3 Content Marketing Activities Manufacturing Marketers
Think Their Organization Might Prioritize in 2020
56%
52%
44%
32%
28%
1%
42%
33%
0 20 40 60
Focus on content quality/quantity
Improve content distribution/promotion
Improve content marketing measurement
Improve quality/conversion of audience(s)
Know our audience(s) better
Increase the size of our audience(s)
Segment/capture better data from audience(s)
None of the above
Note: The question asked, “Select the top three of the following content marketing-related areas you think your organization might prioritize in
2020.” The survey did not ask respondents to rate their organization’s current success with any of the activities shown on the aided list. Therefore,
use caution if making assumptions about current challenges organizations may be facing in any of the areas listed.
Base: Manufacturing content marketers. Aided list; a maximum of three responses permitted.
2020 Manufacturing Content Marketing Benchmarks: Content Marketing Institute/MarketingProfs
35
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PRIORITIES & UNIQUE CHALLENGES
2020
As Reported One
Year Ago*
Overcoming traditional marketing and sales mindset 55% 50%
Creatingcontentthatappealstomulti-levelroleswithinthetargetaudience(s) 53% 68%
Differentiating products/services from the competition 48% –
Accommodating for a long decision-making process 41% 48%
Accessing subject matter experts in order to create specialized content 40% 50%
Extensively educating the target audience(s) 38% 37%
Communicating complex content 36% 60%
Difficulty in reaching target audience(s) 36% 43%
Making it through multiple levels of purchasing decision-makers 32% 41%
Manufacturing marketers cite their top unique challenges as overcoming the traditional marketing and
sales mindset (55%) and creating content that appeals to multi-level roles within their target audiences
(53%). Far fewer feel challenged with communicating complex content than last year (36% vs. 60%).
Unique Challenges Manufacturing Content Marketers Face
*See 2019 Manufacturing Content Marketing: Benchmarks, Budgets, and Trends
Base: Manufacturing content marketers. Aided list; multiple responses permitted.
2020 Manufacturing Content Marketing Benchmarks: Content Marketing Institute/MarketingProfs
36
SPONSORED BY
Manufacturing Content Marketing 2020: Benchmarks, Budgets, and Trends was produced by Content Marketing Institute (CMI) and sponsored by IEEE GlobalSpec.
The CMI/MarketingProfs 10th annual content marketing survey, from which the results of this report were generated, was emailed to a sample of marketers using lists from
Content Marketing Institute and MarketingProfs. Online survey hosting, data collection, and tabulation was provided by Readex Research.
A total of 1,798 recipients from around the globe—representing a full range of industries, functional areas, and company sizes—replied to the survey during June/July
2019. This report presents the findings from the 108 respondents who indicated:
 Their organization is a for-profit manufacturing company
 Their organization has used content marketing for at least one year
 They are a content marketer, involved with the content marketing function, and/or someone to whom content marketing reports.
The majority of respondents were B2B manufacturers based in North America.
Find our archive of past reports at contentmarketinginstitute.com/research. Special thanks to MarketingProfs for their assistance with the annual survey and the
B2B and B2C reports.
METHODOLOGY
Organization’s Primary
Manufacturing Category
Size of Manufacturing
Company (by Employees)
Manufacturing Content
Marketing Job Title/Function
■ Small (10-99 Employees)
■ Micro(Fewerthan10Employees)
■ Medium (100-999 Employees)
■ Large (1,000+ Employees)
■ Marketing Management
■ Content Creation/Management
■ Advertising/PR/Comm Management
■ Marketing Operations
■ Corporate/Executive Management
■ Technology/IT/Website/User Experience
■ Other
14%
■ Capital Items—Long-lasting goods acquired
and owned by an organization (e.g., machinery,
lab equipment, vehicles)
■ Non-Capital Items—Goods consumed in the
normal course of business (e.g., office supplies,
repairs, equipment leases)
■ Professional Services—Provide services to
manufacturers (e.g., legal, accounting, consulting)
63%
20%
33%
43%
4%
36%
1%
49%
21%
11%
9%
5%
2% 3%
37
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Thanks to all the survey participants who made this research possible and to everyone who helps disseminate
these findings throughout the content marketing industry.
About Content Marketing Institute
Content Marketing Institute (CMI) is the leading global content marketing education and training organization, teaching enterprise
brands how to attract and retain customers through compelling, multichannel storytelling. CMI’s Content Marketing World event,
the largest content marketing-focused event, is held every fall in Cleveland, Ohio, and ContentTECH Summit event is held every
spring in San Diego, California. CMI publishes Chief Content Officer for executives and provides strategic consulting and content
marketing research for some of the best-known brands in the world. Content Marketing Institute is organized by Informa Tech. To
learn more: ContentMarketingInstitute.com.
About IEEE GlobalSpec
IEEE GlobalSpec is a provider of data-driven industrial marketing solutions designed to help companies promote their products
and grow their businesses.
Our audience of engineers and technical professionals relies on the IEEE GlobalSpec family of brands—including Engineering360,
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Manufacturing Content Marketing 2020 - Benchmarks, Budgets, and Trends

  • 1. MANUFACTURING CONTENT MARKETING 2020 Benchmarks, Budgets, and Trends SPONSORED BY
  • 2. MANUFACTURING CONTENT MARKETING 2020 Benchmarks, Budgets, and Trends 2 SPONSORED BY m WELCOME.......................................................................................................... 3 m KEY FINDINGS.................................................................................................... 4 m SUCCESS & MATURITY....................................................................................... 5 m STRATEGY, OPINIONS & TECHNOLOGY.............................................................. 8 m TEAM STRUCTURE & OUTSOURCING............................................................... 12 m CONTENT CREATION & DISTRIBUTION............................................................ 16 m METRICS & GOALS........................................................................................... 25 m BUDGETS & SPENDING.................................................................................... 29 m CONTENT MARKETING PRIORITIES & UNIQUE CHALLENGES.......................... 33 m METHODOLOGY............................................................................................... 36 m ABOUT............................................................................................................. 37 SURVEY TERM DEFINITIONS Content Marketing: A strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience—and, ultimately, to drive profitable customer action. Success: Achieving your organization’s desired/ targeted results. NOTE This report contains a few key comparisons with data presented in the 2019 version of this report; however, use caution when making comparisons with past years. The sample size reported on here is slightly different this year than last. In addition, the survey methodology changed beginning with the 2019 report, when we began asking respondents to confirm their content marketing role and whether their organization has used content marketing for at least one year. TABLE OF CONTENTS
  • 3. 3 SPONSORED BY When Content Marketing Institute (CMI) first reported on manufacturing in 2014, we noted that manufacturers were later to adopt content marketing than other industries we studied. They’ve certainly come a long way since then. As you’ll see in this report—based on the results of our 10th annual content marketing survey—manufacturing marketers have become more strategic with their content marketing and are feeling less challenged with communicating complex content. Many are reporting success with their overall approach to content marketing. The ability to craft content for different audiences across various stages of the buyer’s journey—and distribute that content with precision—will be important to continued success in 2020. On behalf of the entire CMI team, best wishes for your content marketing in the new decade. If you need resources, let us know. We’re happy to assist! Lisa Murton Beets Research Director, Content Marketing Institute WELCOME Stephanie Stahl General Manager, CMI Robert Rose Chief Strategy Advisor, CMI Kim Moutsos VP Content, CMI Cathy McPhillips VP Marketing, CMI Lisa Murton Beets Research Director/Report Author, CMI Joseph “JK” Kalinowski Creative Director, CMI Nancy Reese Research Consultant MANUFACTURING CONTENT MARKETING 2020 Benchmarks, Budgets, and Trends
  • 4. 4 SPONSORED BY Manufacturing marketers are becoming more strategic Communicating complex content and access to subject matter experts has improved They create content for four different audiences, on average, yet only 40% always/frequently craft content for specific stages of the customer journey 64% of manufacturing marketers outsource at least one content marketing activity Several organic (nonpaid) opportunities to distribute content are being overlooked 41% of those surveyed said their organization has a documented content marketing strategy versus 21% last year, indicating a stronger focus on being strategic with their content marketing approach. See page 9. A smaller percentage than last year reported being challenged with communicating complex content (36% this year vs. 60% last year) and accessing subject matter experts (40% this year vs. 50% last year). See page 35. Many respondents create content for several different audiences, yet there is a need to craft content more precisely based on where those audiences are in the customer journey. See pages 17 and 18. Most manufacturing marketers use social media platforms, their organization’s website/blog, and email to distribute content. However, fewer take advantage of speaking/events (43%), media/influencer relations (33%), or guest posts/articles in third-party publications (31%). See page 22. Among those who outsource, 87% outsource content creation, which may help explain why their ability to communicate complex content has improved. See page 15. KEY FINDINGS
  • 5. 5 SPONSORED BY MANUFACTURING CONTENT MARKETING 2020 Benchmarks, Budgets, and Trends SUCCESS & MATURITY
  • 6. 6 SPONSORED BY 65% of manufacturing marketers say their organization is much or somewhat more successful with content marketing compared with one year ago. How Manufacturing Marketers Rate Their Organization’s Overall Level of Content Marketing Success 1% 1% 68% 17% 13% ■ Extremely Successful ■ Very Successful ■ Moderately Successful ■ Minimally Successful ■ Not At All Successful How Manufacturing Marketers Rate Their Organization’s Content Marketing Success Compared With One Year Ago 2% 1% 56% 32% 9% ■ Much More Successful ■ Somewhat More Successful ■ About the Same ■ Somewhat Less Successful ■ Much Less Successful Base: Manufacturing content marketers; aided list. 2020 Manufacturing Content Marketing Benchmarks: Content Marketing Institute/MarketingProfs Note: The survey defined success as achieving your organization’s desired/targeted results. Base: Manufacturing content marketers; aided list. 2020 Manufacturing Content Marketing Benchmarks: Content Marketing Institute/MarketingProfs SUCCESS & MATURITY
  • 7. 7 SPONSORED BY 39% of manufacturing marketers say their organization is in the adolescent stage of content marketing maturity. SOPHISTICATED Providing accurate measurement to the business, scaling across the organization MATURE Finding success, yet challenged with integration across the organization ADOLESCENT Have developed a business case, seeing early success, becoming more sophisticated with measurement and scaling YOUNG Growing pains, challenged with creating a cohesive strategy and a measurement plan FIRST STEPS Doing some aspects of content, but have not yet begun to make content marketing a process Base: Manufacturing content marketers; aided list. 2020 Manufacturing Content Marketing Benchmarks: Content Marketing Institute/MarketingProfs How Manufacturing Marketers Rate Their Organization’s Content Marketing Maturity Level 5%6% 39% 26% 24% ■ Sophisticated ■ Mature ■ Adolescent ■ Young ■ First Steps SUCCESS & MATURITY
  • 8. 8 SPONSORED BY MANUFACTURING CONTENT MARKETING 2020 Benchmarks, Budgets, and Trends STRATEGY, OPINIONS & TECHNOLOGY
  • 9. 9 SPONSORED BY Base: Manufacturing content marketers; aided list. 2020 Manufacturing Content Marketing Benchmarks: Content Marketing Institute/MarketingProfs STRATEGY, OPINIONS & TECHNOLOGY 41% of manufacturing marketers report their organization has a documented content marketing strategy, up from 21% last year. Percentage of Manufacturing Marketers With a Content Marketing Strategy 6% 37% 16% 41% ■ Yes, and it is documented ■ Yes, but it is not documented ■ No, but plan to within 12 months ■ No, with no plans
  • 10. 10 SPONSORED BY 62% of manufacturing marketers agree their organization prioritizes delivering relevant content when and where a person is most likely to see it. Manufacturing Marketers’ Opinions About Content Marketing in Their Organization (Strongly/Somewhat Agree) 81% 72% 39% 62% 0 20 40 60 80 100 Our audience views our organization as a credible and trusted resource Our organization values creativity and craft in content creation and production Our organization prioritizes delivering relevant content when and where a person is most likely to see it Our organization provides customers with optimal experiences across their engagement journey Base: Manufacturing content marketers who answered each statement. 2020 Manufacturing Content Marketing Benchmarks: Content Marketing Institute/MarketingProfs STRATEGY, OPINIONS & TECHNOLOGY
  • 11. 11 SPONSORED BY Manufacturing marketers report the top 3 technologies their organizations use to assist with content marketing are analytics tools, email marketing software, and social media publishing/ analytics. Other technologies used: Digital Asset Management (DAM) System (34%); Content Distribution Platform (21%); Content Optimization (19%); Content Performance/ Recommendation Analytics (18%); and Integrated Content Marketing Platform (10%). Technologies Manufacturing Organizations Use to Assist With Content Marketing (Top 7) 83% 82% 82% 44% 40% 62% 44% 0 20 40 60 80 100 Analytics Tools (e.g., web analytics, dashboards) Social Media Publishing/Analytics Marketing Automation System (MAS) Customer Relationship Management (CRM) System Content Creation/Collaboration/Workflow Email Marketing Software Content Management System (CMS) STRATEGY, OPINIONS & TECHNOLOGY Base: Manufacturing content marketers. Aided list; multiple responses permitted. 2020 Manufacturing Content Marketing Benchmarks: Content Marketing Institute/MarketingProfs
  • 12. 12 SPONSORED BY MANUFACTURING CONTENT MARKETING 2020 Benchmarks, Budgets, and Trends TEAM STRUCTURE & OUTSOURCING
  • 13. 13 SPONSORED BY TEAM STRUCTURE & OUTSOURCING Almost half (48%) of manufacturing marketers report their organization has a small (or one-person) marketing/content marketing team serving the entire organization. Manufacturing Organizations’ Content Marketing Team Structure 15% 10% 48% 2% 25% 0 10 20 30 40 50 We have a centralized content marketing group that works with multiple brands/products/departments throughout the organization Each brand/product/department has its own content marketing team Both—We have a centralized group and individual teams throughout the organization We have a small (or one-person) marketing/content marketing team serving the entire organization Other structures Base: Manufacturing content marketers; aided list. 2020 Manufacturing Content Marketing Benchmarks: Content Marketing Institute/MarketingProfs
  • 14. 14 SPONSORED BY TEAM STRUCTURE & OUTSOURCING Base: Manufacturing content marketers; aided list. 2020 Manufacturing Content Marketing Benchmarks: Content Marketing Institute/MarketingProfs 43% of manufacturing marketers say their organization has 2 or more internal team members who are full-time/dedicated to content marketing. Manufacturing Organizations’ Content Marketing Team Size (Full-Time/Dedicated to Content Marketing) 5%4% 28% 34% 29% ■ 0 ■ 1 ■ 2-5 ■ 6-10 ■ 11+
  • 15. 15 SPONSORED BY TEAM STRUCTURE & OUTSOURCING 64% of manufacturing marketers outsource at least one content marketing activity; content creation is the activity they’re most likely to outsource (87%). Does Your Manufacturing Organization Outsource Any Content Marketing Activities? 36% 64% ■ Yes ■ No Content Marketing Activities Manufacturing Organizations Outsource 87% 32% 25% 19% 19% 25% 22% 0 20 40 60 80 100 Content Creation Content Technology Other Measurement Editorial Planning Content Distribution Content Strategy Base: Manufacturing content marketers. 2020 Manufacturing Content Marketing Benchmarks: Content Marketing Institute/MarketingProfs Base: Manufacturing content marketers whose organization outsources at least one content marketing activity. Aided list; multiple responses permitted. 2020 Manufacturing Content Marketing Benchmarks: Content Marketing Institute/MarketingProfs
  • 16. 16 SPONSORED BY MANUFACTURING CONTENT MARKETING 2020 Benchmarks, Budgets, and Trends CONTENT CREATION & DISTRIBUTION
  • 17. 17 SPONSORED BY Fewer than half (40%) of manufacturing marketers craft content based on specific stages of the customer journey. CONTENT CREATION & DISTRIBUTION Base: Manufacturing content marketers who answered each concept. 2020 Manufacturing Content Marketing Benchmarks: Content Marketing Institute/MarketingProfs Concepts Manufacturing Marketers Always/Frequently Take Into Account While Creating Content for Their Organization 84% 51% 40% 0 20 40 60 80 100 Fact check our content to ensure accuracy Prioritize the audience’s informational needs over our sales/promotional message Craft content based on specific stages of the customer journey
  • 18. 18 SPONSORED BY CONTENT CREATION & DISTRIBUTION On average, manufacturing marketers create content for 4 different audiences. Number of Different Audiences Manufacturing Marketers Create Content For 45% 26% 2% 27% ■ 6+ ■ 4-5 ■ 2-3 ■ 1 Base: Manufacturing content marketers; aided list. 2020 Manufacturing Content Marketing Benchmarks: Content Marketing Institute/MarketingProfs
  • 19. 19 SPONSORED BY CONTENT CREATION & DISTRIBUTION Manufacturing marketers say 50% of the content they create is for audiences in the early stages of the buyer’s journey (top-of-the-funnel). Far less content is created for stages further down the funnel. Base: Manufacturing content marketers who answered the question; aided list. Percentages were required to equal 100%. 2020 Manufacturing Content Marketing Benchmarks: Content Marketing Institute/MarketingProfs Percentage of Total Content Manufacturing Marketers Created for Content Marketing in Last 12 Months 15% 21% 4% 50% 10% ■ Top-of-the-funnel (generating awareness/interest) ■ Mid-funnel (consideration/intent) ■ Late-stage (evaluation/purchase) ■ Post-sale (loyalty/brand advocacy) ■ Other areas
  • 20. 20 SPONSORED BY CONTENT CREATION & DISTRIBUTION The top 2 types of content manufacturing marketers use are social media content (92%) and videos (81%). Other content types used in last 12 months: Long-Form Text (e.g., articles 3,000+ words) (34%); Ebooks/Guides (30%); Research Reports (20%); Print Books (12%); Livestreaming Content (9%); Podcasts (8%); and Other (11%). Base: Manufacturing content marketers. Aided list; multiple responses permitted. 2020 Manufacturing Content Marketing Benchmarks: Content Marketing Institute/MarketingProfs Content Types Manufacturing Marketers Used in Last 12 Months (Top 10) 92% 81% 74% 71% 65% 59% 56% 44% 43% 0 20 40 60 80 100 Social Media Content (e.g., tweets, stories) Email Newsletters In-Person Events White Papers Print Magazines 39%Webinars/Online Events Infographics/Charts/Photos/Data Viz Case Studies Videos (excluding livestreaming) Blog Posts/Short Articles
  • 21. 21 SPONSORED BY CONTENT CREATION & DISTRIBUTION We asked respondents which content types are the highest performing for their organization for building brand awareness, securing leads, nurturing leads, and converting leads. Their top response in each category is shown here. TO BUILD BRAND AWARENESS Social Media Content (e.g., tweets, stories) (36%) TO NURTURE LEADS Email Newsletters (31%) TO SECURE LEADS In-Person Events (24%) TO CONVERT LEADS In-Person Events (33%) Base: Manufacturing content marketers whose organization used more than one content type for content marketing purposes in the last 12 months; aided list. 2020 Manufacturing Content Marketing Benchmarks: Content Marketing Institute/MarketingProfs
  • 22. 22 SPONSORED BY CONTENT CREATION & DISTRIBUTION The top 3 organic (nonpaid) content distribution channels manufacturing marketers use are social media platforms (89%), their organization’s website/blog (85%), and email (82%). Organic Content Distribution Channels Manufacturing Marketers Used in Last 12 Months 89% 85% 82% 43% 33% 31% 8% 0 20 40 60 80 100 Social Media Platforms Email Guest Posts/Articles in Third-Party Publications Media/Influencer Relations Other Their Organization’s Website/Blog Speaking/Events Base: Manufacturing content marketers. Aided list; multiple responses permitted. 2020 Manufacturing Content Marketing Benchmarks: Content Marketing Institute/MarketingProfs
  • 23. 23 SPONSORED BY 75% or more of manufacturing marketers use organic (nonpaid) Facebook, LinkedIn, YouTube, and Twitter for content marketing purposes. Of the organic platforms they use, respondents say LinkedIn generates the best overall content marketing results. Other organic social media platforms used in last 12 months: Pinterest (20%); Reddit (3%); Quora (3%); Medium (2%); Snapchat (0%); and Other (3%). Organic Social Media Platforms Manufacturing Content Marketers Used in Last 12 Months 86% 83% 77% 75% 43% 0 20 40 60 80 100 Facebook YouTube Instagram LinkedIn Top Rated Twitter Base: Manufacturing content marketers whose organization used organic social media platforms to distribute content in the last 12 months. Aided list; multiple responses permitted CONTENT CREATION & DISTRIBUTION
  • 24. 24 SPONSORED BY CONTENT CREATION & DISTRIBUTION Most manufacturing marketers (93%) use paid distribution channels for content marketing purposes; of that group, 66% use paid social media/promoted posts. Base: Manufacturing content marketers whose organization used at least one paid distribution channel in the last 12 months. Aided list; multiple responses permitted. 2020 Manufacturing Content Marketing Benchmarks: Content Marketing Institute/MarketingProfs Base: Manufacturing content marketers. 2020 Manufacturing Content Marketing Benchmarks: Content Marketing Institute/MarketingProfs Paid Content Distribution Channels Manufacturing Marketers Used in Last 12 Months 66% 61% 55% 28% 15% 48% 34% 0 20 40 60 80 Social Media Advertising/Promoted Posts Search Engine Marketing (SEM)/Pay-Per-Click Other Banner Ads Promoting Your Content (e.g., ebook, webinar) Partner Emails Promoting Your Content (e.g., ebook, webinar) Sponsorships (e.g., booths, workshops, branding) Native Advertising/Sponsored Content (not including social media platforms) Has Your Manufacturing Organization Used Any Paid Content Distribution Channels in the Last 12 Months? 7% 93% ■ Yes ■ No
  • 25. 25 SPONSORED BY MANUFACTURING CONTENT MARKETING 2020 Benchmarks, Budgets, and Trends METRICS & GOALS
  • 26. 26 SPONSORED BY METRICS & GOALS More than three-fourths (77%) of manufacturing marketers use metrics to measure content performance; of these, 67% have established KPIs and 46% measure content marketing ROI. Does Your Manufacturing Organization Use Metrics to Measure Content Performance? 18% 5% 77% ■ Yes ■ No ■ Unsure Did Your Manufacturing Organization Establish KPIs to Measure Content Marketing Initiatives in the Last 12 Months? 28% 5% 67% ■ Yes ■ No ■ Unsure Does Your Manufacturing Organization Measure Content Marketing ROI? 42% 12% 46% ■ Yes ■ No ■ Unsure Base: Manufacturing content marketers. 2020 Manufacturing Content Marketing Benchmarks: Content Marketing Institute/MarketingProfs Base: Manufacturing content marketers whose organization uses metrics to measure content performance. Base: Manufacturing content marketers whose organization uses metrics to measure content performance.
  • 27. 27 SPONSORED BY METRICS & GOALS The top 5 metrics manufacturing marketers track to measure content performance are social media analytics (88%), website engagement (87%), email engagement (86%), website traffic (84%), and conversions (80%). Metrics Manufacturing Marketers Tracked to Measure Content Performance in Last 12 Months (Top 7) 88% 87% 86% 66% 57% 84% 80% 0 20 40 60 80 100 Email Engagement (e.g., opens, clicks, downloads) Search Rankings Social Media Analytics (e.g., shares, followers, views, likes) Conversions (e.g., traffic to subscribers, leads to sales) Website Traffic (e.g., page views, backlinks) Website Engagement (e.g., time spent, bounce rate, form completions) Email Subscriber Numbers (e.g., growth, unsubscribes) Other metrics tracked in last 12 months: Mobile Analytics (e.g., traffic, time spent, conversions) (41%); Cost of a Lead, Subscribers, and/or Customer/ Customer Acquisition Cost (CAC) (37%); Marketing Qualified Lead Metrics (e.g., MQLs, SQLs) (35%); PR Mentions/Media Coverage (31%); Sales Effectiveness (e.g., sales cycle time, sales team performance) (14%); Customer Satisfaction Metrics (13%); Customer Retention Rates (12%); Lifetime Customer Value (6%); and Other (1%). Base: Manufacturing content marketers whose organization uses metrics to measure content performance. Aided list; multiple responses permitted. 2020 Manufacturing Content Marketing Benchmarks: Content Marketing Institute/MarketingProfs
  • 28. 28 SPONSORED BY 2020 As Reported One Year Ago* Create brand awareness 85% 79% Educate audience(s) 76% 69% Build credibility/trust 66% 60% Generate demand/leads 63% 66% Support the launch of a new product 63% 55% Build loyalty with existing clients/customers 51% 55% Generate sales/revenue 48% 40% Nurture subscribers/audiences/leads 48% 47% Drive attendance to one or more in-person events 44% 44% Build a subscribed audience 32% 29% None of the above 2% 4% 85% of manufacturing marketers have used content marketing successfully in the last 12 months to create brand awareness. Goals Manufacturing Marketers Have Achieved by Using Content Marketing Successfully in Last 12 Months METRICS & GOALS *See 2019 Manufacturing Content Marketing: Benchmarks, Budgets, and Trends Base: Manufacturing content marketers. Aided list; multiple responses permitted. 2020 Manufacturing Content Marketing Benchmarks: Content Marketing Institute/MarketingProfs
  • 29. 29 SPONSORED BY MANUFACTURING CONTENT MARKETING 2020 Benchmarks, Budgets, and Trends BUDGETS & SPENDING
  • 30. 30 SPONSORED BY BUDGETS & SPENDING 41% of manufacturing marketers reported a 2019 annual content marketing budget of $100,000 or more. Another 30% reported it was less than $100,000. The average annual budget reported was $285,000. 2019 Annual Budget for Manufacturing Content Marketing (Average) (All Respondents) 22% 16% 13% 5% 8% 6% 30% ■ Less than $100,000 ■ $100,000 to under $500,000 ■ $500,000 to under $750,000 ■ $750,000 to under $1,000,000 ■ $1,000,000 or more ■ Unsure ■ There is no content marketing budget Note: Marketers who reported their organization has no content marketing budget were not asked to specify if the expenditures come from a general marketing or other fund. The survey did not specify whether to include content marketing salaries, nor did it ask respondents to break out areas of content marketing spend. Base: Manufacturing content marketers; aided list. 2020 Manufacturing Content Marketing Benchmarks: Content Marketing Institute/MarketingProfs
  • 31. 31 SPONSORED BY BUDGETS & SPENDING 43% of manufacturing marketers expect their 2020 content marketing budget to be higher than it was in 2019. Manufacturing Marketers’ Expected Change in 2020 Content Marketing Budget Compared With 2019 35% 13% 6% 38% 8% ■ Increase More than 9% ■ Increase 1% to 9% ■ Stay the Same ■ Decrease ■ Unsure Base: Manufacturing content marketers who reported having an annual budget for content marketing in 2019. 2020 Manufacturing Content Marketing Benchmarks: Content Marketing Institute/MarketingProfs
  • 32. 32 SPONSORED BY BUDGETS & SPENDING 57% of manufacturing marketers use traditional paid advertising (TV, radio, print/digital ads, billboards, etc.) in addition to content marketing. Of those who use paid advertising, about 40% said their organization shifted paid advertising budget dollars to content marketing in the last 12 months. Does Your Manufacturing Organization Use Traditional Paid Advertising in Addition to Content Marketing? (All Respondents) 43% 57% ■ Yes ■ No Base: Manufacturing content marketers. 2020 Manufacturing Content Marketing Benchmarks: Content Marketing Institute/MarketingProfs
  • 33. 33 SPONSORED BY MANUFACTURING CONTENT MARKETING 2020 Benchmarks, Budgets, and Trends CONTENT MARKETING PRIORITIES & UNIQUE CHALLENGES
  • 34. 34 SPONSORED BY PRIORITIES & UNIQUE CHALLENGES More than half of manufacturing marketers anticipate a focus on content quality/quantity and content distribution/promotion in 2020. Top 3 Content Marketing Activities Manufacturing Marketers Think Their Organization Might Prioritize in 2020 56% 52% 44% 32% 28% 1% 42% 33% 0 20 40 60 Focus on content quality/quantity Improve content distribution/promotion Improve content marketing measurement Improve quality/conversion of audience(s) Know our audience(s) better Increase the size of our audience(s) Segment/capture better data from audience(s) None of the above Note: The question asked, “Select the top three of the following content marketing-related areas you think your organization might prioritize in 2020.” The survey did not ask respondents to rate their organization’s current success with any of the activities shown on the aided list. Therefore, use caution if making assumptions about current challenges organizations may be facing in any of the areas listed. Base: Manufacturing content marketers. Aided list; a maximum of three responses permitted. 2020 Manufacturing Content Marketing Benchmarks: Content Marketing Institute/MarketingProfs
  • 35. 35 SPONSORED BY PRIORITIES & UNIQUE CHALLENGES 2020 As Reported One Year Ago* Overcoming traditional marketing and sales mindset 55% 50% Creatingcontentthatappealstomulti-levelroleswithinthetargetaudience(s) 53% 68% Differentiating products/services from the competition 48% – Accommodating for a long decision-making process 41% 48% Accessing subject matter experts in order to create specialized content 40% 50% Extensively educating the target audience(s) 38% 37% Communicating complex content 36% 60% Difficulty in reaching target audience(s) 36% 43% Making it through multiple levels of purchasing decision-makers 32% 41% Manufacturing marketers cite their top unique challenges as overcoming the traditional marketing and sales mindset (55%) and creating content that appeals to multi-level roles within their target audiences (53%). Far fewer feel challenged with communicating complex content than last year (36% vs. 60%). Unique Challenges Manufacturing Content Marketers Face *See 2019 Manufacturing Content Marketing: Benchmarks, Budgets, and Trends Base: Manufacturing content marketers. Aided list; multiple responses permitted. 2020 Manufacturing Content Marketing Benchmarks: Content Marketing Institute/MarketingProfs
  • 36. 36 SPONSORED BY Manufacturing Content Marketing 2020: Benchmarks, Budgets, and Trends was produced by Content Marketing Institute (CMI) and sponsored by IEEE GlobalSpec. The CMI/MarketingProfs 10th annual content marketing survey, from which the results of this report were generated, was emailed to a sample of marketers using lists from Content Marketing Institute and MarketingProfs. Online survey hosting, data collection, and tabulation was provided by Readex Research. A total of 1,798 recipients from around the globe—representing a full range of industries, functional areas, and company sizes—replied to the survey during June/July 2019. This report presents the findings from the 108 respondents who indicated:  Their organization is a for-profit manufacturing company  Their organization has used content marketing for at least one year  They are a content marketer, involved with the content marketing function, and/or someone to whom content marketing reports. The majority of respondents were B2B manufacturers based in North America. Find our archive of past reports at contentmarketinginstitute.com/research. Special thanks to MarketingProfs for their assistance with the annual survey and the B2B and B2C reports. METHODOLOGY Organization’s Primary Manufacturing Category Size of Manufacturing Company (by Employees) Manufacturing Content Marketing Job Title/Function ■ Small (10-99 Employees) ■ Micro(Fewerthan10Employees) ■ Medium (100-999 Employees) ■ Large (1,000+ Employees) ■ Marketing Management ■ Content Creation/Management ■ Advertising/PR/Comm Management ■ Marketing Operations ■ Corporate/Executive Management ■ Technology/IT/Website/User Experience ■ Other 14% ■ Capital Items—Long-lasting goods acquired and owned by an organization (e.g., machinery, lab equipment, vehicles) ■ Non-Capital Items—Goods consumed in the normal course of business (e.g., office supplies, repairs, equipment leases) ■ Professional Services—Provide services to manufacturers (e.g., legal, accounting, consulting) 63% 20% 33% 43% 4% 36% 1% 49% 21% 11% 9% 5% 2% 3%
  • 37. 37 SPONSORED BY Thanks to all the survey participants who made this research possible and to everyone who helps disseminate these findings throughout the content marketing industry. About Content Marketing Institute Content Marketing Institute (CMI) is the leading global content marketing education and training organization, teaching enterprise brands how to attract and retain customers through compelling, multichannel storytelling. CMI’s Content Marketing World event, the largest content marketing-focused event, is held every fall in Cleveland, Ohio, and ContentTECH Summit event is held every spring in San Diego, California. CMI publishes Chief Content Officer for executives and provides strategic consulting and content marketing research for some of the best-known brands in the world. Content Marketing Institute is organized by Informa Tech. To learn more: ContentMarketingInstitute.com. About IEEE GlobalSpec IEEE GlobalSpec is a provider of data-driven industrial marketing solutions designed to help companies promote their products and grow their businesses. Our audience of engineers and technical professionals relies on the IEEE GlobalSpec family of brands—including Engineering360, IEEE Spectrum, and more—as a trusted resource for content, community, and engagement at all stages of the research, design, and purchasing process. We deliver deep industry intelligence, customized marketing programs, and measurable campaign performance. For more information about IEEE GlobalSpec, visit www.globalspec.com/advertising. ABOUT