,MARKETING,2018 Benchmarks, Budgets, and TrendsNorth America,CONTENT,Welcome,This Years B2B Content Marketing TopPerformers At-A-Glance,Usage & Team Organization,Content Creation & Distribution,Budgets & Spending,Methodology & DemographicsAbout,3,4,5,10 Commitment & Overall Success16 Content Marketing Strategy,19,35,3839,30 Goals & Metrics,SPONSORED BY2,TABLE OF CONTENTS,WELCOMEGreetingsMarketers,WelcometoB2BContentMarketing2018:Benchmarks,Budgets,andTrendsNorthAmerica.OurlatestresearchindicatesB2Bmarketersarefindingcontentmarketingsuccessastheyexplorewaystoworkmorecreativelyandbuildtheiraudiences.Contentmarketingisnolongertheshinynewobject.Thosewhohavecaughtonarenolongerasking“shouldwedothis,”butrather“howdowereallydiginandgetresults?”Oneofthemostconvincingpiecesofevidenceofthismaturation?Wesawan18%year-over-yearincreaseinrespondentswhosaytheyarefocusedonusingcontentmarketingtobuildtheiraudience(oneormoresubscriberbases).Andthatswhatdifferentiatescontentmarketingfromotherformsofmarketingitsintentistooffervaluableinformationsopeoplewanttohearfromyourbusinesssotheysubscribetoyourcontentbecausetheyareinterestedinit.Read on for all the findings from our annual survey and consider how your organization stacks up against your peers. To take yourcontent marketing to the next level, check out the resources on the last page of this report.Yoursincontent,LisaMurton BeetsResearchDirectorContentMarketingInstitute,Thankstothefollowingfortheirassistancewiththeannualcontentmarketingsurveyandthisreport:CMIteammembersJoePulizzi,founder;StephanieStahl,generalmanager;RobertRose,chiefstrategyadviser;KimMoutsos,vicepresidentofcontent;MicheleLinn,editorialstrategyadviser;NancyReese,researchconsultant;JosephKalinowski,creativedirector;andVaheHabeshian,MarketingProfspublicationsdirector.Thanksalsotoourreportsponsor,Brightcove.SPONSORED BY3,AnnHandleyChiefContentOfficerMarketingProfs,MostSuccessful,AllRespondents,LeastSuccessful,Organizationisextremely/verycommittedtocontentmarketingOrganizationscontentmarketingissophisticated/matureHasadocumentedcontentmarketingstrategyMeasurescontentmarketingROIPercentageoftotalmarketingbudgetallocatedtocontentmarketing(average)Rates project management flow during content-creation process as excellent/very goodAgreesthatorganizationisfocusedonbuildingaudiencesAgrees that organization values creativity and craft in content creation and productionAgreesthatorganizationisrealisticaboutwhatcontentmarketingcanachieveAgrees that leadership team gives ample time to produce content marketing resultsAlways/frequentlydeliverscontentconsistentlyRatesalignmentofmetricsandcontentmarketinggoalsasexcellent/verygood,89%73%62%55%40%70%92%88%86%84%75%54%,56%34%37%35%26%36%80%74%62%59%59%19%,27%4%16%18%14%14%65%59%45%38%33%2%,COMPARISON CHARTThis Years B2B Content Marketing Top PerformersAt-A-Glance,Charttermdefinitions: Atopperformer(aka“mostsuccessful”)isonewhocharacterizeshisorherorganizationsoverallcontentmarketingapproachasextremelyorverysuccessful.The“leastsuccessful”characterizetheirorganizationsapproachasminimallyornotatallsuccessful. Base:B2Bcontentmarketers.2018B2BContentMarketingTrendsNorthAmerica:ContentMarketingInstitute/MarketingProfsSPONSORED BY4,USAGE&TEAM,5,ORGANIZATION,B2BCONTENTMARKETING,Team organization is similar to what was reported last year: Around halfof respondents have small (or one-person) marketing/content marketingteams serving the entire organization.,Respondents represented a good mix of organizational contentmarketing maturity, nearly equally divided into thirds by young/firststeps, adolescence, and mature/sophisticated.,Nearly half of respondents (56%) outsource at least one contentmarketing activity; conversely, 44% do not outsource any contentmarketing activities.,Contentmarketingisdefinedas“astrategicmarketingapproachfocusedoncreatinganddistributingvaluable,relevant,andconsistentcontenttoattractandretainaclearlydefinedaudienceand,ultimately,todriveprofitablecustomeraction.”Note:Ofthenonusers,54%saidtheyplantolaunchacontentmarketingeffortwithin12months;43%hadnoimmediateplanstobeginusingcontentmarketing;and4%hadusedcontentmarketinginthepast,butstopped.,Base=AllB2Brespondents.2018B2BContentMarketingTrendsNorthAmerica:ContentMarketingInstitute/MarketingProfsSPONSORED BY6,91%,Yes,9%,No,USAGE & TEAM ORGANIZATIONDoes your organization use content marketing?PercentageofB2BRespondentsWhoUseContentMarketing,SPONSORED BY7,2018B2BContentMarketingTrendsNorthAmerica:ContentMarketingInstitute/MarketingProfs,USAGE & TEAM ORGANIZATIONHow would you describe your organizationscontent marketing maturity level?HowB2BMarketersAssessTheirOrganizationsContentMarketingMaturityLevel,Providingaccurate,SOPHISTICATED9%measurementtothebusiness,scalingacrosstheorganization,Findingsuccess,MATURE25%yetchallengedwithintegrationacrosstheorganization,Havedeveloped,ADOLESCENT31%abusinesscase,seeingearlysuccess,becomingmoresophisticatedwithmeasurementandscaling,Growingpains,YOUNG25%challengedwithcreatingacohesivestrategyandameasurementplan,some,FIRST STEPSDoing 9% aspectsofcontent,buthavenotyetbeguntomakecontentmarketingaprocess,Base:B2Bcontentmarketers;aidedlist.,SPONSORED BY8,2018B2BContentMarketingTrendsNorthAmerica:ContentMarketingInstitute/MarketingProfs,USAGE & TEAM ORGANIZATIONHow is content marketing structuredwithin your organization?B2BContentMarketingOrganizationalStructure,26%,13%,53%,4%4%,Centralizedcontentmarketinggroupthatworkswithmultiplebrands/productlinesthroughouttheorganizationEachbrand/product/departmenthasitsowncontentmarketingteamBoth:acentralizedgroupaswellasindividualteamsthroughouttheorganizationSmall(orone-person)marketing/contentmarketingteamservestheentireorganizationOther,Base:B2Bcontentmarketers;aidedlist.,2018B2BContentMarketingTrendsNorthAmerica:ContentMarketingInstitute/MarketingProfsSPONSORED BY9,USAGE & TEAM ORGANIZATIONWhat content marketing activities does yourorganization outsource?ContentMarketingActivitiesB2BMarketersOutsource,47%,23%,11%,9%,4%,ContentCreation(e.g.,writers,designers,videoproduction)ContentPromotion/DistributionContentMarketingMeasurement,ContentMarketingStrategy,OtherDonotoutsourceanycontentmarketingactivities,44%,Note:Morethanhalf(56%)ofrespondentsoutsourceatleastoneofthecontentmarketingactivitieslisted.,Base:B2Bcontentmarketers.Aidedlist;multipleresponsespermitted.,COMMITMENT &,10,OVERALL SUCCESS,B2BCONTENTMARKETING,Content marketing commitment levels and overall success are nearlythe same as respondents reported last year.,Like last year, nearly 65% of respondents said their overall contentmarketing success has increased (much more/somewhat more)compared with one year ago.,Compared with last year (68%), there was an 18% increase amongrespondents who agree that their organization is focused on buildingaudiences (80%).,6%,SPONSORED BY11,Base:B2Bcontentmarketers;aidedlist.,20%,ExtremelyCommitted,COMMITMENT & OVERALL SUCCESSHow would you describe your organizationscommitment level to content marketing?B2BOrganizationsCommitmenttoContentMarketingVery Committed36%,36%SomewhatCommitted,1%Not At AllCommittedNot VeryCommitted2018B2BContentMarketingTrendsNorthAmerica:ContentMarketingInstitute/MarketingProfs,4%,2%,SPONSORED BY12,53%,COMMITMENT & OVERALL SUCCESSHow would you characterize the successof your organizations current overallcontent marketing approach?HowB2BMarketersRatetheSuccessofTheirOrganizationsOverallContentMarketingApproachVerySuccessful,ModeratelySuccessfulNote:Thesurveydefinedsuccessasachievingyourorganizationsdesired/targetedresults.ThisreportdefinestheTop2respondents(extremely/very)as“mostsuccessful”or“topperformers,”andtheBottom2(minimally/notatall)as“leastsuccessful.”Base=B2Bcontentmarketers;aidedlist.,Extremely 20%SuccessfulNot At AllSuccessful21%MinimallySuccessful2018B2BContentMarketingTrendsNorthAmerica:ContentMarketingInstitute/MarketingProfs,SPONSORED BY13,2018B2BContentMarketingTrendsNorthAmerica:ContentMarketingInstitute/MarketingProfs,Base:B2Bcontentmarketers;aidedlist.,COMMITMENT & OVERALL SUCCESSHow does the success of your organizationscurrent overall content marketing approachcompare with one year ago?HowB2BMarketersRateTheirOrganizationsContentMarketingSuccessComparedWithOneYearAgo45%26%18%,3%,1%,7%,MuchMoreSuccessful,SomewhatMoreSuccessful,AbouttheSameasOneYearAgo,SomewhatLessSuccessful,MuchLessSuccessful,DoesNotApply(programlessthanoneyearold),78%,SPONSORED BY14,2018B2BContentMarketingTrendsNorthAmerica:ContentMarketingInstitute/MarketingProfs,COMMITMENT & OVERALL SUCCESSTowhatfactors do you attributeyourorganizationsincreasein overallsuccesswithcontentmarketing?,Base:B2Bcontentmarketerswhosaidtheirorganizationsoverallcontentmarketingapproachismuchmoreorsomewhatmoresuccessfulcomparedwithoneyearago.,Otherfactorscited:ContentMarketingTechnologies/Tools(25%);MoreBudgetforContentMarketing(25%);WeHaveGivenOurEfforts,TimetoBearFruitandAreNowGettingResults(21%);ContentMarketingTraining/Education(19%);AssistanceofOutsideExpertise(7%);ChangesinOurTargetAudience(s)(5%);andOther(5%).Note:DuetothelownumberofB2Brespondentswhosaidtheirorganizationscontentmarketingsuccesshaddecreasedcomparedwithoneyearago,thisreportdoesnotincludeachartshowingfactorscontributingtodecreasedsuccess.,72%,FactorsContributingtoB2BMarketersIncreasedContentMarketingSuccessOvertheLastYearContent Creation (higherquality, more e cient),Strategy (developmentor adjustment)Content Distribution (bettertargeting, identi cationof what works)Content Marketing HasBecome a Greater PrioritySpending MoreTime onContent MarketingManagement/HR (organizationalchanges, sta ng, new contentmarketing roles)Content Measurement(growing in ability toshow results),50%49%46%39%35%,SPONSORED BY15,2018B2BContentMarketingTrendsNorthAmerica:ContentMarketingInstitute/MarketingProfs,Base:B2Bcontentmarketers;aidedlist.,OPINIONS ABOUT CONTENT MARKETINGIndicate your level of agreement with the following statementsconcerning content marketing in your organization.B2BMarketersOpinionsAboutContentMarketing,9%12%,80%74%62%59%,47%44%,18%20%33%34%,11%14%20%21%20%22%,17%,32%,51%,Our organization is focused on buildingaudiences (building one or more subscriber bases)Our organization values creativity and craftin content creation and productionOur organization has realistic expectationsabout what content marketing can achieveOur leadership team gives us ample timeto produce content marketing resultsWe are discontinuing speci c content marketingactivities that weve found to be ine ective, sowe can concentrate on those that yield the best resultsOver the last year, it has become increasinglydi cult to capture our audiences attention,We are creating less content than one yearago, but that content is driving greater results, Agree, Neither Agree Nor Disagree, Disagree,CONTENTMARKETING,16,B2BCONTENTMARKETING,As they have in the past, respondents who have adocumented content marketing strategy report higherlevels of overall content marketing success compared withthose who have a verbal strategy only, or no strategy at all.,Approximately 75% of respondents who do not have a strategy planto develop one within 12 months.,When those who do not have plans to develop a strategy within 12months were asked why, qualitative responses included “no buy-in fromexecutives” and “lack of cohesion and coordination among departments.”,STRATEGY,6%,SPONSORED BY17,2018B2BContentMarketingTrendsNorthAmerica:ContentMarketingInstitute/MarketingProfs,Base:B2Bcontentmarketers;aidedlist.,38%,19%,CONTENT MARKETING STRATEGYDoes your organization have acontent marketing strategy?PercentageofB2BMarketersWhoHaveaContentMarketingStrategyYes, and it isdocumented37%,No, with no plansto have one within12 months,Yes, but it is notdocumented,No, but plan to haveone within 12 months,SPONSORED BY18,2018B2BContentMarketingTrendsNorthAmerica:ContentMarketingInstitute/MarketingProfs,Base:B2Bcontentmarketerswhoindicatedtheirorganizationhasnoplanstodevelopacontentmarketingstrategywithin12months(n=45).Aidedlist;multipleresponsespermitted.,CONTENT MARKETING STRATEGYWhy do you think your organization does not plan todevelop a content marketing strategy within 12 months?ReasonsB2BMarketersDoNotPlantoDevelopaContentMarketingStrategyWithin12Months,67%,SmallTeamLack ofTimeNot ImportantNot NeededOther,44%,11%,4%,27%,CONTENTCREATION,19,&DISTRIBUTION,B2BCONTENTMARKETING,36% of respondents rated the flow of content-creationprojects within their organizations as excellent or very good;31% rated it as good; and 32% rated it as fair or poor.,Among the content types, distribution formats, and social media platformsthat respondents use, they rated ebooks/white papers, email, and LinkedInas most effective at helping their organizations achieve specific objectives.,Nearly all respondents (94%) said they always or frequently ensure thattheir content is fact-based or credible.,SPONSORED BY20,2018B2BContentMarketingTrendsNorthAmerica:ContentMarketingInstitute/MarketingProfs,CONTENT CREATION & DISTRIBUTIONWhich types of digital technologies does your organizationuse specifically for managing its content marketing efforts?,Base:B2Bcontentmarketers.Aidedlist;multipleresponsespermitted.,Othertechnologiesused:VideoTools/Platforms(24%);ContentCollaboration/WorkflowSoftware(22%);,ContentPromotion/DistributionSoftware(12%);ContentPlanning/CreationSoftware(11%);DigitalAssetManagement(DAM)System/FileStorage(11%);ContentOptimizationSoftware(8%);andOther(6%).,TechnologiesB2BMarketersUsetoManageContentMarketingEorts(Top5),87%,Webinar/Online Presentation Platforms,AnalyticsToolsEmail MarketingTechnology (email-focused)Content Management SystemMarketing Automation Software (automation-focused),