cm-2019年北美b2b內(nèi)容營銷年度趨勢研究報(bào)告（英文）

1、SUCCESS, MATURITY & COMMITMENT,,,,,,,,,SPONSORED BY,2,,elcome to our ninth annual B2B Content Marketing Benchmarks,,WBudgets, and Trends—North America report. We surveyed content,marketers worldwide about a range of

2、content marketing topics including strategy, audience development, technology proficiency, and content types. This report presents the data from the B2B content marketers in North America.,Although issues such as chan

3、ges in SEO and social media algorithms are top-of-mind for B2B content marketers, they are accustomed to rapid changes in technology that often enable them to do their jobs faster, with better results. When the proces

4、s-related components of the content marketer’s job are efficient, time is freed up to better serve the audience,discovering and developing the types of content they truly want and need.,We hope you find this research h

5、elpful as you plan for 2019!,,,,LISA,MURTON BEETSResearch DirectorContent Marketing Institute,,ANN,HANDLEYPartner/CCOMarketingProfs,WELCOME,,SPONSORED BY,3,,,,,,,,81%,96%,42%,90%,56%,61%,77%,,,,,,,,The two biggest be

6、nefits of a documented content marketing strategy are that it aligns team around common mission/goals (81%) and makes it easier to determine which types of content to develop (81%).,96% of the most successful content ma

7、rketers (aka “top performers”) agree that their organizations have built credibility and trust with their audience.,Well-researched personas can help teams create successful content; however, too few content marketers a

8、re actually talking with customers to understand their needs (42%).,B2B content marketers primarily use email (87%) and educational content (77%) to nurture their audience, and may be missing other opportunities (e.g.,

9、 only 23% are using community building/audience participation to bring new voices to the table).,Nearly all of the most successful B2B content marketers (90%) prioritize the audience’s informational needs over their sa

10、les/promotional message, compared with 56% of the least successful.,Content creation is the area of content marketing where there has been the most reported increase in spending over the last 12 months (56%).,Changes to

11、 SEO/search algorithms is the top content marketing issue of importance to organizations (61%), followed by changes in social media algorithms (45%), and content marketing as a revenue center (41%).,KEY FINDINGS,,SPONSO

12、RED BY,4,,,,,,,,,,,,,,,,,,,,,,,,,This Year’s B2B Content Marketing Top Performers At-A-Glance,93%,82%,65%,72%,55%,67%,86%,73%,67%,13%,49%,39%,50%,30%,75%,56%,35%,4%,14%,22%,45%,5%,56%,40%,80,100,,,,,,,,,Organization is e

13、xtremely/very committedto content marketing,Organization’s content marketing is sophisticated/mature,Has a documented content marketing strategy,Measures content marketing ROI,Expects content marketing budgetto incre

14、ase in 2019,Organization’s content marketing technology proficiency is expert/advanced,Gleans better insight from technology into how content is performing,Gleans better insight from technology into audience behavior/

15、preferences,020Most Successful,40All Respondents,60Least Successful,KEY FINDINGS,,SPONSORED BY,5,,,,,,,,,,,,,,,,,,,,,,This Year’s B2B Content Marketing Top Performers At-A-Glance,77%,76%,73%,74%,56%,60%,55%,96%,94%,9

16、2%,90%,55%,58%,88%,79%,77%,73%,54%,36%,33%,32%,80,100,,,,,,,,,Uses personas for content marketing purposes,Uses content marketing successfully to nurture subscribers/audience/leads,Uses content marketing successfully to

17、 build loyalty with existing clients/customers,Agrees audience views organization as a credible and trusted resource,Agrees organization values creativity and craft in content creation and production,Agrees there is c

18、ontent marketing buy-in from highest levels in their organizationAlways/frequently prioritizes audience’sinformational needs over sales/promotional message,020Most Successful,40All Respondents,60Least Successful,

19、*Chart term definitions: A top performer (aka “most successful”) is one who char- acterizes his or her organization’s overall content marketing approach as extremely or very successful. The “l(fā)east successful” charac

20、terize their organization’s approach as minimally or not at all successful.,Base: B2B content marketers.,2019 B2B Content Marketing Benchmarks, North America: Content Marketing Institute/ MarketingProfs,KEY FINDINGS,,

21、SPONSORED BY,6,,,,,,,,,,,,SUCCESS, MATURITY& COMMITMENT,SPONSORED BY,7,70% of B2B content marketers say their organization’s content marketing is much/somewhat more successful compared with one year ago.,,,,,,51%,2

22、0%23%,How B2B Marketers Rate Their Organization’s Overall Level of Content Marketing Success (All Respondents)2% 4%Extremely Successful,Very SuccessfulModerately SuccessfulMinimally SuccessfulNot At All Successf

23、ul,,,,,,How B2B Marketers Rate Their Organization’s Content Marketing Success ComparedWith One Year Ago(All Respondents),2% 1%,53%,27%,17%,Much More SuccessfulSomewhat More SuccessfulAbout the SameSomewhat Less Suc

24、cessfulMuch Less Successful,Note: The survey defined success as achieving your organization’s desired/targeted results. This report defines the Top 2 respondents (extremely/very) as “most successful” or “top performers

25、,” and the Bottom 2 (minimally/not at all) as “l(fā)east successful.”Base: B2B content marketers; aided list.2019 B2B Content Marketing Benchmarks, North America: Content Marketing Institute/MarketingProfs,Base: B2B con

26、tent marketers; aided list.2019 B2B Content Marketing Benchmarks, North America: Content Marketing Institute/MarketingProfs,SUCCESS, MATURITY & COMMITMENT,,SPONSORED BY,8,As an organization grows in content marketi

27、ng maturity, its success is likely to increase.,The majority of the most successful B2B content marketers report that their organization is in the mature/sophisticated phase of content marketing maturity. The least succ

28、essful are often in the young/first steps phase.,How B2B Marketers Rate Their Organization’s Content Marketing Maturity Level,,,,,,,,,,,,,,,,SOPHISTICATED,MATURE,ADOLESCENT,YOUNG,FIRST STEPS,,33%,49%,13%,31%,25%,31%,10%

29、,11%,1%,1%,5%,3%,21%,47%,17%,,,,,SOPHISTICATEDProviding accurate measurement to the business, scaling across the organization.MATUREFinding success, yet challenged with integration across the organization.ADOLESC

30、ENTHave developed a business case, seeing early success, becoming more sophisticated with measurement and scaling.YOUNGGrowing pains, challenged with creating a cohesive strategy and a measurement plan.,FIRST STEP

31、SDoing some aspects of content, but have not yet begun to make content marketing a process.,,Most Successful■ All Respondents■ Least SuccessfulNote: 3% of respondents said unsure. ? Base: B2B content marketers; aide

32、d list.2019 B2B Content Marketing Benchmarks, North America: Content Marketing Institute/MarketingProfs,SUCCESS, MATURITY & COMMITMENT,,SPONSORED BY,9,93% of the most successful B2B content marketers report their or

33、ganization is extremely/very committed to content marketing.,,,,,,,,,,,,,,How B2B Marketers Rate Their Organization’s,Commitment to Content Marketing,EXTREMELY COMMITTED,VERY COMMITTED,SOMEWHAT COMMITTED,NOT VERY CO

34、MMITTED,NOT AT ALL COMMITTED,58%,35%,7%,0%,27%,40%,28%,4%,0% 1%,7%,28%,46%,15%,4%,,,,,,CMI/MarketingProfs’ annual content marketing research consistently shows that a strong commitment to content marketing often yiel

35、ds a higher level of overall success.,This year’s findings show that even the least successful have higher commitment levels than might be expected, indicating perhaps that their organizations are willing to give con

36、tent marketing the necessary time to produce the desired results.,Most Successful■ All Respondents■ Least SuccessfulBase: B2B content marketers; aided list.2019 B2B Content Marketing Benchmarks, North America: Conte

37、nt Marketing Institute/MarketingProfs,,SUCCESS, MATURITY & COMMITMENT,,SPONSORED BY,10,,,,,,,SPONSORED BY,,,,,,,,,,,A documented content marketing strategy is often a key indicator of content marketing success.,,,,,,

38、,,,,,,Proportion of B2B Marketers With a Content Marketing Strategy,YES, AND IT ISDOCUMENTED,YES,BUT IT IS NOT DOCUMENTED,NO, BUT PLAN TO WITHIN 12 MONTHS,NO, WITH NO PLANS IN 2018,65%,2%,0%,32%,33%,39%,14%,39%,

39、17%,6%,39%,14%,,,,,The most successful content marketers are far more likely than their less successful peers to have a documented content marketing strategy (65% vs. 14%).,Most Successful■ All Respondents■ Least Su

40、ccessfulBase: B2B content marketers; aided list.2019 B2B Content Marketing Benchmarks, North America: Content Marketing Institute/MarketingProfs,,STRATEGY & OPINIONS,,SPONSORED BY,12,B2B marketers say the top benef

41、its of a documented content marketing strategy are that it aligns the team around a common mission/goals and makes it easier to determine which types of content to develop.,Another CMI study, conducted with LinkedIn i

42、n October 2017, found that 75% of companies with high content marketing/ sales alignment have a documented content marketing strategy, whereas only 41% of those with low alignment have a documented strategy.*,*Sou

43、rce: Content Marketing: Unlocking Sales & Marketing Performance. Content Marketing Institute and LinkedIn. Results based on the responses of 208 B2B marketers in North America.,Base: B2B content marketers whose o

44、rganizations have a documented content marketing strategy. Aided list; multiple responses permitted.2019 B2B Content Marketing Benchmarks, North America: Content Marketing Institute/MarketingProfs,,,,,,,,,,Benefits of

45、 a Documented B2B Content Marketing Strategy (All Respondents),81%81%,73%,68%,67%,65%,52%,21%,3%,0,20,40,60,80,100,,,,,,,,,Aligns team around common mission/goals,Makes it easier to identify which,metrics to focus on

46、Yields more accurate budgetary informationOther benefits,Makes it easier to determine which,types of content to develop Keeps team focused on documented priorities,Helps team allocate resources,to optimize desired resu

47、lts Provides clarity on targeted audience(s)Creates accountability,,STRATEGY & OPINIONS,,SPONSORED BY,13,96% of the most successful B2B content marketers agree that their audience views their organization as a cre

48、dible and trusted resource.,,,,,,,,,,,,,,,,B2B Marketers’ Opinions About Content Marketing in Their Organization (Strongly/Somewhat Agree),96%,88%,74%,79%,60%,55%,47%,74%,77%,92%,94%,90%,84%,75%,64%,80,100,,,,,,,,,Our a

49、udience views our organization as a credible and trusted resource.,Our organization values creativity and craft in content creation and production.,There is content marketing buy-in from the highest levels in our orga

50、nization.,Our organization is concerned with creating content that builds loyalty with existing clients/customers.Our organization places importance on building relationships with influencers (e.g., brand advocates,

51、 journalists).,020Most Successful,40All Respondents,60Least Successful,Base: B2B content marketers who answered each statement; aided list.2019 B2B Content Marketing Benchmarks, North America: Content Marketing Inst

52、itute/MarketingProfs,STRATEGY & OPINIONS,,SPONSORED BY,14,,,,,,,,,,,,TECHNOLOGY USE& PROFICIENCY,SPONSORED BY,15,About one out of three (67%) of the most successful B2B marketers describe their organization’s p

53、roficiency with the use of content marketing technology as expert/advanced.The least successful respondents report their organizations are, for the most part, just beginning to use—or are growing in their use of—conten

54、t marketing technologies (beginner/novice phases).,,,,,,,,,,,,,,,,B2B Marketers’ Proficiency With Use of Content Marketing Technology,EXPERT,ADVANCED,INTERMEDIATE,NOVICE,BEGINNER,,19%,48%,26%,5%,1%,7%,23%,40%,22%,6%,1%,

55、4%,31%,43%,18%,,,,,EXPERTContent marketing technology is integrated across the organization, experiencing the benefits.ADVANCEDFinding success, yet challenged with integrating content marketing technology across th

56、e organization.INTERMEDIATEBecoming more consistent with the use of content marketing technology, seeing early success.,NOVICEGrowing in use of content marketing technology, but not using it consistently.,BEGINNER

57、Just started using one or more content marketing technologies.,,Most Successful■ All Respondents■ Least SuccessfulNote: 6% of respondents said unsure.Base: B2B content marketers whose organizations use one or more

58、of the listed technologies presented on the survey; aided list. 2019 B2B Content Marketing Benchmarks, North America: Content Marketing Institute/MarketingProfs,TECHNOLOGY USE & PROFICIENCY,,SPONSORED BY,16,,,The to

59、p three technologies B2B marketers use to assist with managing their content marketing efforts are social media publishing/analytics, email marketing software, and analytics tools.,Other technologies used: Content Synd

60、ication/ Promotional Tools (27%); Integrated Content Marketing Platform (CMP) (12%); Chatbots (7%); and Artificial Intelligence (AI) (4%).,2019 B2B Content Marketing Benchmarks, North America: Content Marketing Inst

61、itute/MarketingProfs,,,,,,,,,Types of Technologies B2B Marketers’ Use to Assist With the,Management of Content Marketing E?orts,(All Respondents),84%,81%,77%,52%,50%,54%,53%,0204060Base: B2B content marketers whose

62、organizations use one or more of the technologies listed. Aided list; multiple responses permitted.,80,100,,,,,,,,,Marketing Automation System,Workflow/Project Management/,Social Media Publishing/AnalyticsEmail Marketin

63、g SoftwareAnalytics Tools,Editorial Calendaring Content Creation/OptimizationContent Management System (CMS),Three Largest Differences Between the Most and Least SuccessfulMostLeastAnalytics Tools..................

64、........................................................................ 88% .....................64%Marketing Automation System ............................................................ 63% .....................39%

65、Workflow/Project Management/Editorial Calendaring................ 62% .....................37%,TECHNOLOGY USE & PROFICIENCY,,SPONSORED BY,17,,,B2B marketers say the top benefit of using content marketing technology i

66、s that it provides better insight into how content is performing.,Base: B2B content marketers whose organizations use one or more of the technologies listed. Aided list; multiple responses permitted. 2019 B2B Content M

67、arketing Benchmarks, North America: Content Marketing Institute/MarketingProfs,,,,,,,,Benefits B2B Marketers’ Derive from Using Content Marketing Technologies(All Respondents),75%,56%,46%,40%,34%,31%31%,80,,,,,,,,Bett

68、er insight into how content is performing,,2%0204060,Better insight into audience,behavior/preferences Easier content repurposing,Improved workflow Enhanced customer experiences dueto improved interactionsMore co

69、nversionsTime savings Other benefits,Three Largest Differences Between the Most and Least SuccessfulMostLeastBetter insight into how content is performing................................. 86% .....................56