SponSored by

2SponSored by

Chief Content OfficerMarketingProfs

Founder amp Executive DirectorContent Marketing Institute

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Percentage of B2B Respondents Using Content Marketing

91

use contentmarketing

9

do notuse contentmarketing

2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs

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B2B marketers use an average of 12 content marketing tactics

Average Number of TacticsB2B Marketers Use

11

1419

28

0 10 20 30 40

7

20+ Tactics

16-19 Tactics

13-15 Tactics

2010-12 Tactics

5-9 Tactics

1-4 Tactics Average 12

2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs

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B2B Content Marketing Usage (by Tactic)

0

20

40

60

80

100

Socia

l Med

ia ndash

Othe

r tha

n Blo

gs

Artic

les o

n You

r Web

site

eNew

slette

rs

Blog

s

Case

Stud

ies

Vide

os

Artic

les o

n Oth

er W

ebsit

es

In-p

erso

n Eve

nts

Whi

te Pa

pers

Web

inar

sW

ebca

sts

Rese

arch

Rep

orts

Micr

osite

s

Info

grap

hics

Bran

ded C

onte

nt To

ols

Mobi

le C

onte

nt

eBoo

ks

Prin

t Mag

azin

es

Book

s

Virtu

al C

onfe

renc

es

Podc

asts

Mobi

le Ap

ps

Digi

tal M

agaz

ines

Prin

t New

slette

rs

Annu

al Re

ports

Licen

sed

Synd

icate

d Con

tent

Gam

esG

amific

ation

87

83

7778

70 7069

6159

44

4038 38

33 32312928 27

26

262524

2011

71

2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs

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2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs

The use of certain B2B content marketing tacticshas risen greatly

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Confidence GapEffectiveness Ratings of Tactics Among B2B Users

67 33363941

4242

434345

475050

6461595858575755

535050

Believe Itrsquos Effective Believe Itrsquos Less Effective

100 90 80 70 60 50 40 30 20 10 10 20 30 40 50 60 70 80 90 100

In-person Events

Case Studies

WebinarsWebcasts

Blogs

Videos

eNewsletters

Research Reports

White Papers

eBooks

Microsites

Articles on Your Website

Articles on Other Websites

2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs

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Percentage of B2B Marketers UsingSocial Media to Distribute Content

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 BenchmarksndashNorth America CMIMarketingProfs

9SponSored by

0 20 40 60 80 100

8371

74

70

56

13

20

10

80

80

61

39

26NA

NA

NA

NA

NA

NA

NA

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 BenchmarksndashNorth America CMIMarketingProfs

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Organizational Goals for B2B Content Marketing

7974

7164

646360

4543

Brand Awareness

Customer Acquisition

Lead Generation

Customer RetentionLoyaltyThought Leadership

Engagement

Website Traffic

SalesLead ManagementNurturing

100 20 30 40 50 60 70 80 90 100

More B2B marketers are using content marketing to achieve organizational goals

2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs

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Measurement Criteria for B2B Content Marketing Success

5145

4341

4141

3935

2624

2213

5

60

100 20 30 40 50 60 70 80 90 100

Web Traffic

Sales Lead Quality

Social Media Sharing

Sales Lead Quantity

Direct Sales

SEO Ranking

Inbound Links

Cross-selling

Cost Savings

Benchmark Li of Company Awareness

Increased Customer Loyalty

Benchmark Li of ProductService Awareness

Time Spent on Website

Qualitative Feedback from Customers

2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs

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B2B Content Marketing Spending (Over Next 12 Months)

9

45

Significantly Increase

Decrease

34Remain the

Same

2

Unsure10

Increase

More than half of B2B marketers plan to increase their content marketing budget over the next 12 months

2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs

13SponSored by

Total Marketing Budget Spent on B2B Content Marketing

4234

26

23

20

31

20122011

22

24

0 10 20 30 40 50 60

Micro (Fewer Than 10 Employees)

Small (10-99 Employees)

2633Overall

Midsize (100-999 Employees)

Large (1000+ Employees)

2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs

33 of B2B marketing budgets are now allocated to content marketing

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Insourcing vs Outsourcing of B2B Content Creation

5638

4

58

1

20122011

43

0 10 20 30 40 50 60 70

In-House Only

Outsourced Only

Both

More companies are creating B2B marketing content in-house

2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs

15SponSored by

Percentage of Companies that Outsource B2B Content Creation

3353

60

62

74

42

20122011

53

65

0 10 20 30 40 50 60 70 80

Micro (Fewer Than 10 Employees)

Small (10-99 Employees)

5844Average

Midsize (100-999 Employees)

Large (1000+ Employees)

2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs

On average 44 of companies outsource B2B content creation

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How B2B Organizations Tailor Content

5957

51

39

12

52

20122011

42

0 10 20 30 40 50 60 70 80

Profile of Individual Decision Makers

Company Characteristics

8None

Stage in the Buying Cycle

NA23Personalized Content Preferences

Nearly all B2B marketers segment their content

2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs

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Challenges that B2B Content Marketers Face

6452

14

Producing Enough Content

Producing the Kind of Content that Engages

39Lack of Budget

22Lack of Buy-inVision

26Lack of Knowledge Training and Resources

45Producing a Variety of Content

33Inability to Measure Content Effectiveness

Finding Trained Content Marketing Professionals

25Lack of Integration Across Marketing

100 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 BenchmarksndashNorth America CMIMarketingProfs

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Biggest B2B Content Marketing Challenge

2920

41

18

12

18

2012 2011

14

7

0 10 20 30 40 50 60

Producing Enough Content

Producing the Kind of Content that Engages

NA

NA

6Lack of Knowledge Training and Resources

Lack of Budget

Lack of Buy-inVision

75Producing a Variety of Content

5Inability to Measure Content Effectiveness

NA4Lack of Integration Across Marketing

NA2Finding Trained Content Marketing Professionals

2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs

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How B2B Marketers Rate the Effectiveness of Their Organizationrsquos

Use of Content Marketing

630

4515

2

Very Effective

Not At All Effective

100 20 30 40 50 60 70 80 90 100

54321

2013 B2B Content Marketing BenchmarksndashNorth America CMIMarketingProfs

20SponSored by

Comparison of Most Effective B2B Content Marketers with Least Effective B2B Content Marketers

Percentage of marketing budget allocated to content marketing

Average number of tactics used

Average number of social platforms used

Percentage that plans to increase content marketing spend next year

Tailor content to profile of decision maker

Challenged with producing engaging content

Challenged with lack of buy-invision from higher-ups

Most Effective OverallAverage Least Effective

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 BenchmarksndashNorth America CMIMarketingProfs

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B2B Industry Classification

AdvertisingMarketing

25Other

22

Consulting

e

Manufacturing

InternetOnlineServices

PublishingMedia

1212

6

65

5

4

3

BusinessServices (Other)

HealthcareMedicalPharmaceutical

BankingAccountingFinancial

Size of B2B Company(by Employees)

Micro(Fewer than

10 Employees)

39Small

(10-99 Employees)

28

Midsize(100-999

Employees)

Large(1000+ Employees)

17

5

B2B Job TitleFunction

AdvertisingMarketingCommunicationsPR

37

Corporate ManagementOwner

ContentCreationManagement

31

7

Other3

Marketing Administration

Support6

Sales Administration

Support1

WebsiteTechnology Programmer

1

6

5

Consultant

SalesBusinessManagement

5General

Management

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