2018北美技术内容营销趋势（英文版）.pdf

SPONSORED BYTECHNOLOGY2018CONTENT MARKETINGBENCHMARKS, BUDGETS, AND TRENDSNORTH AMERICAIDG Communications, Inc.WelcomeThis Years Technology Content Marketing Top Performers At-A-GlanceUsage & Team OrganizationCommitment & Overall SuccessContent Marketing Strategy & TechnologiesContent Creation & DistributionGoals & MetricsBudgets & SpendingMethodology & DemographicsAboutSPONSORED BY345101619343738292TABLE OF CONTENTSWELCOMEGreetings Technology Marketers,Welcome to our annual Technology Content Marketing: Benchmarks, Budgets, and TrendsNorth America report.Im pleased to announce the percentage of technology marketers that reported high levels of overall content marketing success increased from 24% last year to 31% this yearanother 50% reported moderate success. Like last year, nearly 70% said their organization is much/somewhat more successful with content marketing compared with one year ago.For a glimpse into how the top-performing content marketers operate, see the chart on page 4. Youll note that these marketers report high levels of commitment; document their content marketing strategy; are focused on building audiences; and are given ample time to produce content marketing results, among other distinguishing factors.Technology is rapidly changing the processes around content marketing. We look forward to watching how things progress and reporting back to you again next year.Yours in content,LisaMurton Beets Research Director Content Marketing Institute3SPONSORED BYSPONSORED BY4COMPARISON CHARTMost Successful All Respondents Least SuccessfulOrganization is extremely/very committed to content marketing 91% 67% 38%Organizations content marketing is sophisticated/mature 80% 45% 4%Has a documented content marketing strategy 76% 43% 14%Measures content marketing ROI 59% 43% 26%Percentage of total marketing budget spent on content marketing (average) 30% 24% 17%Rates project management flow during content-creation process as excellent/very good 69% 38% 14%Agrees that organization is focused on building audiences 95% 83% 60%Agrees that leadership team gives ample time to produce content marketing results 88% 66% 40%Agrees that organization values creativity and craft in content creation and production 87% 73% 49%Agrees that organization is realistic about what content marketing can achieve 86% 63% 35%Always/frequently prioritize providing right content to right person at right time 78% 63% 40%Always/frequently craft content based on specific points of the buyers journey 67% 50% 24%This Years Technology Content Marketing Top Performers At-A-Glance 2018 Technology Content Marketing TrendsNorth America: Content Marketing Institute/MarketingProfsChart term definitions: A top performer (aka “most successful”) is one who characterizes his or her organizations overall content marketing approach as extremely or very successful. The “least successful” characterize their organizations approach as minimally or not at all successful. Base: Technology content marketers.5USAGE & TEAM ORGANIZATIONTECHNOLOGY CONTENT MARKETING33% of respondents said their organization has a centralized content marketing group that works with multiple brands/product lines throughout the organization.Nearly half the respondents (45%) reported their organization is in the sophisticated/mature phase of content marketing.67% of technology marketers surveyed outsource at least one content creation activity (e.g., writing, design, video production).SPONSORED BYSPONSORED BY6USAGE & TEAM ORGANIZATION2018 Technology Content Marketing TrendsNorth America: Content Marketing Institute/MarketingProfsDoes your organization use content marketing?Content marketing is defined as “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience and, ultimately, to drive profitable customer action.” Base: All Technology respondents.96%Yes4%NoPercentage of Technology RespondentsWho Use Content MarketingSPONSORED BY7USAGE & TEAM ORGANIZATION2018 Technology Content Marketing TrendsNorth America: Content Marketing Institute/MarketingProfsHow would you describe your organizations content marketing maturity level?How Technology Marketers Assess Their Organizations Content Marketing Maturity LevelSOPHISTICATED MATURE ADOLESCENT YOUNG FIRST STEPS10% 35% 26% 24% 5%Providing accurate measurement to the business, scaling across the organizationFinding success, yet challenged with integration across the organizationHave developed a business case, seeing early success, becoming more sophisticated with measurement and scalingGrowing pains, challenged with creating a cohesive strategy and a measurement planDoing some aspects of content, but have not yet begun to make content marketing a processBase: Technology content marketers; aided list.SPONSORED BY8USAGE & TEAM ORGANIZATION2018 Technology Content Marketing TrendsNorth America: Content Marketing Institute/MarketingProfsHow is content marketing structured within your organization?Technology Content Marketing Organizational Structure33%5%17%43%2%Centralized content marketing groupthat works with multiple brands/productlines throughout the organizationEach brand/product/department hasits own content marketing teamBoth: a centralized group aswell as individual teamsthroughout the organization Small (or one-person)marketing/content marketing teamserves the entire organizationOtherBase: Technology content marketers; aided list.9USAGE & TEAM ORGANIZATION2018 B2B Content Marketing TrendsNorth America: Content Marketing Institute/MarketingProfsSPONSORED BYWhat content marketing activities does your organization outsource?Content Marketing Activities Technology Marketers Outsource56%28%10%8%7%Content Creation(e.g., writers, designers,video production)Do not outsource anycontent marketing activitiesContent Promotion/DistributionContent Marketing MeasurementContent Marketing StrategyOther33%Note: Approximately two out of three (67%) of respondents outsource at least one of the content marketing activities listed.Base: Technology content marketers. Aided list; multiple responses permitted.10COMMITMENT &OVERALL SUCCESSTECHNOLOGY CONTENT MARKETINGLike last year, nearly 70% of technology marketers indicated their organization is extremely/very committed to content marketing.31% of respondents said their organizations overall content marketing approach is extremely/very successful, compared with 24% last year.The percentage of technology marketers that agreed their leadership team gives them ample time to produce content marketing results increased from 51% last year to 66% this year.SPONSORED BYSPONSORED BY11COMMITMENT & OVERALL SUCCESS2018 Technology Content Marketing TrendsNorth America: Content Marketing Institute/MarketingProfsHow would you describe your organizations commitment level to content marketing?Base: Technology content marketers; aided list.28%4%1%47%20%Technology Organizations Commitment to Content MarketingExtremelyCommittedVery CommittedSomewhat CommittedNot Very CommittedNot At All CommittedSPONSORED BY122018 Technology Content Marketing TrendsNorth America: Content Marketing Institute/MarketingProfsCOMMITMENT & OVERALL SUCCESSHow would you characterize the success of your organizations current overall content marketing approach?Base: Technology content marketers; aided list.Note: The survey defined success as achieving your organizations desired/targeted results. This report defines the Top 2 respondents (extremely/very) as “most successful” or “top performers,” and the Bottom 2 (minimally/not at all) as “least successful.”50%17%2%28%3%How Technology Marketers Rate the Success of TheirOrganizations Overall Content Marketing ApproachExtremelySuccessfulVery SuccessfulModeratelySuccessfulMinimallySuccessfulNot At All SuccessfulSPONSORED BY132018 Technology Content Marketing TrendsNorth America: Content Marketing Institute/MarketingProfsCOMMITMENT & OVERALL SUCCESSHow does the success of your organizations current overall content marketing approach compare with one year ago?Base: Technology content marketers; aided list.How Technology Marketers Rate Their OrganizationsContent Marketing Success ComparedWith One Year Ago21%47%21%3%1%7%Much More SuccessfulSomewhatMore SuccessfulAbout the Same asOne Year AgoSomewhatLessSuccessfulMuch LessSuccessfulDoes Not Apply(program less thanone year old)SPONSORED BY142018 Technology Content Marketing TrendsNorth America: Content Marketing Institute/MarketingProfsCOMMITMENT & OVERALL SUCCESSTo what factors do you attribute your organizations increase in overall success with content marketing?Base: Technology content marketers who said their organizations overall content marketing approach is much more or somewhat more successful compared with one year ago.Other factors cited: Content Marketing Technologies/Tools (32%); We Have Given Our Efforts Time to Bear Fruit and Are Now Getting Results (30%); More Budget for Content Marketing (28%); Content Marketing Training/Education (15%); Changes in Our Target Audience(s) (7%); Assistance of Outside Expertise (5%); and Other (6%).Factors Contributing to Technology Marketers IncreasedContent Marketing Success Over the Last Year78%72%55%46%Content Creation (higherquality, more ef_f_icient)Strategy (developmentor adjustment)Content Distribution (bettertargeting, identif_icationof what works)Content Marketing HasBecome a Greater PrioritySpending More Time onContent MarketingManagement/HR (organizationalchanges, staf_f_ing, new contentmarketing roles)Content Measurement(growing in ability toshow results)47%45%43%SPONSORED BY15OPINIONS ABOUT CONTENT MARKETING2018 Technology Content Marketing TrendsNorth America: Content Marketing Institute/MarketingProfsIndicate your level of agreement with the following statements concerning content marketing in your organization.Base = Content marketers; aided list.Base: Technology content marketers; aided listTechnology Marketers Opinions About Content Marketing83% 8% 9%73% 11% 16%66% 13% 21%17%19%18%28%63%55%48% 24% 28%19% 31% 50%Our organization is focused on buildingaudiences (building one or more subscriber bases)Our organization values creativity and craftin content creation and productionOur leadership team gives us ample timeto produce content marketing resultsOur organization has realistic expectationsabout what content marketing can achieveWe are discontinuing specif_ic content marketingactivities that weve found to be inef_fective, sowe can concentrate on those that yield the best resultsOver the last year, it has become increasinglydif_f_icult to capture our audiences attentionWe are creating less content than one yearago, but that content is driving greater results Agree Neither Agree Nor Disagree Disagree 16TECHNOLOGY CONTENT MARKETINGThe percentage of respondents that reported theirorganization has a documented content marketing strategyis nearly the same as last year (43% vs. 42%).Respondents indicated their organizations use an average of five digital technologies specifically for managing content marketing efforts.The two types of technology with the highest reported use are analytics tools (91%) and marketing automation software (75%).CONTENT MARKETING STRATEGY & TECHNOLOGIESSPONSORED BYSPONSORED BY17CONTENT MARKETING STRATEGY & TECHNOLOGIES2018 Technology Content Marketing TrendsNorth America: Content Marketing Institute/MarketingProfsDoes your organization have a content marketing strategy?Base: Technology content marketers; aided list.34%4%43%19%Percentage of Technology Marketers WhoHave a Content Marketing StrategyYes, and it is documentedNo, with no plans to have one within 12 monthsYes, but it is not documentedNo, but plan to have one within 12 monthsSPONSORED BY182018 Technology Content Marketing TrendsNorth America: Content Marketing Institute/MarketingProfsWhich types of digital technologies does your organization use specifically for managing its content marketing efforts?Technologies Technology Marketers Useto Manage Content Marketing Eorts(Top 5)91%Analytics ToolsEmail Marketing Technology(email-focused)Webinar/OnlinePresentation PlatformsContent Management SystemMarketing Automation Software(automation-focused) 75%71%66%61%Other technologies used: Video Tools/Platforms (30%); Content Collaboration/Workflow Software (27%); Content Planning/Creation Software (14%); Content Promotion/Distribution Software (13%); Digital Asset Management (DAM) System/File Storage (11%); Content Optimization Software (11%); and Other (9%).Base: Technology content marketers. Aided list; multiple responses permitted.AVERAGE NUMBER USED: Most Successful . 5All Respondents . 5Least Successful . 4CONTENT MARKETING STRATEGY & TECHNOLOGIES19CONTENT CREATION & DISTRIBUTIONTECHNOLOGY CONTENT MARKETINGCompared with last year, there was a notable a) decrease in the percentage of respondents that always/frequently craft content based on specific points of the buyers journey (60% last year vs. 50% this year), and b) increase in the percentage that always/frequently prioritize providing the right content to the right person at the right time (49% last year vs. 63% this year).When asked how well content-creation projects flow within their organizations, 38% of respondents rated the flow as excellent/very good; 34% rated it as good; and 28% rated it as fair/poor.Among the content types, distribution formats, and social media platforms that respondents use, they rated ebooks/white papers, email, and LinkedIn as most effective in helping their organizations achieve specific objectives.SPONSORED BYSPONSORED BY20CONTENT CREATION & DISTRIBUTION2018 Technology Content Marketing TrendsNorth America: Content Marketing Institute/MarketingProfsHow often do you take the following concepts into account while creating content for your organization?Base: Technology content marketers; aided list.How Often Technology Marketers ConsiderVarious Concepts While Creating Content92%74%69%68%63%59%58%50% 33% 17%28% 14%26% 15%27% 10%24% 8%18%25% 6%8%7% 1%Ensure that our content isfact-based and/or credibleConsider how our content impacts the overallexperience a person has with our organizationPrioritize delivering content qualityover content quantityFocus on creating content for ouraudience versus our brandDif_ferentiate our content fromour competitions contentPrioritize providing the right content tothe right person at the right timeDeliver content consistently(e.g., on a def_ined, regularly scheduled basis)Craft content based on specif_icpoints of the buyers journey Always/Frequently Sometimes Rarely/Never 21USAGE & TEAM ORGANIZATION2018 B2B Content Marketing TrendsNorth America: Content Marketing In