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.
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
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.
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
