Em 2014, 93% dos Marketeers em B2B recorreram aos conteúdos. 51% dos Marketeers usam infográficos. 1/3 dos gestores investe em soluções de CRM. Ficou curioso? Saiba tudo em www.inboundware.pt/inbound-marketing

1. Content Marketing
in 2014. A
retrospective

2. Numbers
h"p://goo.gl/63Psbl

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.

6. Challenges
h"p://goo.gl/63Psbl

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%)

8. Tactics

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

13. Social media
platforms

14. LinkedIn – 82%
Twitter – 66%
YouTube – 64%
Facebook – 41%
SlideShare – 38%
Effectiveness
of
social media

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

17. Budget
h"p://goo.gl/PqGBgP

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
57% of technology marketers outsource content creation
h"p://goo.gl/Rx9BQl

22. Writing and design are the functions that technology
marketers are most likely to outsource.

23. Other oursourced
content marketing
formats:
analyst/research reports
blogging
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. 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
Top 10 content marketing
tools

27. 55% of
marketers
rated videos
as a ‘very
effective’
social
media post
type.
h"p://goo.gl/ZddxEr

28. Publishing

29. 22% multiple
times per month;
20% multiple
times per week;
18% weekly.
Frequency

30. LinkedIn was the social media platform content marketers
used most often to distribute content.
h"p://goo.gl/5ISx0D

31. Metrics
h"p://goo.gl/ZrDhJj

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%).

34. 2015 Goals h"p://goo.gl/Pk54yk

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

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42. 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 -
Sources

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