pr summit 2015 content marketing research and trends
TRANSCRIPT
Content Marketing Research and Trends
Overview 2015PR Summit
San FranciscoSeptember 12th, 2015
Content Marketing Research
●How Content Now Drives Leads
●Content’s Role In Findability
●Why Content Marketing is Critical For Sales Growth
●Current Trends
People Who Have Internet Access
Mobile Rules
There’s now more search traffic coming from mobile devices than desktops. (Google)
Content Is the currency of the social web
Banner Blindness
The average click-through rate (CTR) of display ads is 0.1%. (DoubleClick)
Ads Blocking Is Huge
Ad blocking grew by 41% globally in the last 12 months and is now 198 million users. (Adobe/PageFair 2015)
Abysmal Email Engagement Rates
Industry CTRs range from 1.5%–4.79%. (MailChimp)
Vanishing Sales-Cycle
When buyers engage sales, they have completed 57% (*or more) of their purchasing process (CEB/Google 2011)
* More recent research put this as high as 80%+
Brand Preference
● When consumers move into an active shopping state, they’ve already picked their preferred brand.
● More than 75% will buy from that brand regardless of any new information they acquire. (Foundation Capital)
Self-Serve Education
56%
Of the buying process is spent searching for educational content (International Data Corporation)
Smart Is Sexy
76%
Of buyers choose vendors that can have intelligent conversations and deliver effective value messages (Forrester)
Marketing Crap Speak
86%
Of buyers say that the content by marketing is not useful, relevant or aligned with their needs (IDG)
Smart Is Sexy
Smart Is Sexy
Smart Is Sexy
Search
59%
Believe content has led to increased search engine rankings for their business. (wyzowl)
Traffic
64%Say they’ve increased traffic due to content marketing (wyzowl)
Leads
67%
Say they’ve received increased leads from content marketing (wyzowl)
Awareness
73%
Say content marketing creates improved brand awareness (wyzowl)
What’s In It For Me?
76%
of content marketers agree that content should provide actionable information. (wyzowl)
Smart Is Sexy
Smart Is Sexy
Smart Is Sexy
Commitment To Content Marketing
18%In 2013Either "strong" or "extremely strong." (Ad Age)
Commitment To Content Marketing
40%In 2015Either "strong" or "extremely strong." (Ad Age)
Budget
86%
Of content marketers say they plan to spend more or maintain their spending in 2015. (wyzowl)
2015 Content Marketing Budget
23%Percentage of marketing budget (Ad Age)
2017 Content Marketing Budget
33%Percentage of marketing budget in 2017 (Ad Age)
PPC Cost Per Lead
(CMI)
Mid-Sized Company
$109(24 Mo Avg.)
Large-Sized Company
$108(24 Mo Avg.)
Content Marketing Cost Per Lead
(CMI)
Mid-Sized Company
$75(24 Mo Avg.)
Large-Sized Company
$64(24 Mo Avg.)
Cost Per Lead (24 Mo Avg.)
(CMI)
Content Marketing
31%Less Than Paid
Search
Content Marketing
41%Less Than Paid
Search
Smart Is Sexy
Get This Presentation
●Twitter○ @Steveology
●Facebook Page○ Steveology
●SlideShare○ PR Summit 2015 Content Marketing
Research and Trends
Contact Me
●Steve Farnsworth
● (650) 331-0594
●https://www.linkedin.com/in/stevefarnsworth
●Twitter @Steveology
Sourceshttp://www.slideshare.net/kleinerperkins/internet-trends-2014-05-28-14-pdf
http://adwords.blogspot.com/2015/05/building-for-next-moment.html
https://www.doubleclickbygoogle.com/insights/
http://blog.pagefair.com/2015/ad-blocking-report/
http://mailchimp.com/resources/research/email-marketing-benchmarks/
http://www.forbes.com/sites/gyro/2013/01/07/the-disappearing-sales-process/
https://foundationcapital.com/decadeofthecmo
http://thecontentcouncil.org/
Sourceshttp://go.experian.com/dm15report?WT.srch=EMSPR_REP_MR_DM15_042015
http://www.regalix.com/by_regalix/research/reports/state-of-b2b-marketing-2015/
http://ascend2.com/home/latest-report/
https://www.wyzowl.com/state-of-content-marketing-2015.html
http://missingthemark.ads.economist.com/
http://www.komarketingassociates.com/files/b2b-web-usability-report-2015.pdf
http://info.onespot.com/content-clarity-website
http://www.odwyerpr.com/story/public/4307/2015-03-26/content-marketing-budgets-set-rise.html
http://contentmarketinginstitute.com/2012/06/justify-content-marketing-cost/
http://www.marketingcharts.com/online/b2b-content-marketing-whats-changed-and-what-hasnt-46580/