Content Marketing in 2014. Facts and Figures.
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In 2014, 93% of B2B marketers utilized content marketing, with a notable shift towards more content production and documented strategies. Main challenges included time constraints and measuring content effectiveness, while blogs and in-person events were rated as effective tactics. Most marketers aimed for brand awareness and lead generation, with many believing they could enhance ROI with expert content teams.
Content Marketing in 2014. Facts and Figures.
- 1. Content Marketing in 2014. A retrospective
- 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.
- 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
- 14. Effectiveness of social media LinkedIn – 82% Twitter – 66% YouTube – 64% Facebook – 41% SlideShare – 38%
- 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
- 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 h"p://goo.gl/Rx9BQl 57% of technology marketers outsource content creation
- 22. Writing and design are the functions that technology marketers are most likely to outsource.
- 23. Other oursourced content marketing formats: blogging analyst/research reports 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. Top 10 content marketing 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 tools
- 27. 55% of marketers rated videos as a ‘very effective’ social media post type. h"p://goo.gl/ZddxEr
- 28. Publishing
- 29. Frequency 22% multiple times per month; 20% multiple times per week; 18% weekly.
- 30. LinkedIn was the social media platform content marketers used most often to distribute content. h"p://goo.gl/5ISx0D
- 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%).
- 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
- 41. Liked it? Follow us on Twiter: @IBeaglecat @Gghiciuc www.beaglecat.com
- 42. Sources 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 -
- 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