2018北美技术内容营销趋势（英文版）.pptx

,TECHNOLOGY,2018,CONTENT MARKETING,BENCHMARKS,BUDGETS,ANDTRENDSNORTHAMERICA,Welcome,This Years Technology Content MarketingTop Performers At-A-GlanceUsage & Team Organization,Content Creation & Distribution,Methodology & DemographicsAbout,3,45,10 Commitment & Overall Success16 Content Marketing Strategy &Technologies,19,3738,29 Goals & Metrics34 Budgets & Spending,2,TABLE OF CONTENTS,WELCOME,GreetingsTechnologyMarketers,WelcometoourannualTechnologyContentMarketing:Benchmarks,Budgets,andTrendsNorthAmericareport.Impleasedtoannouncethepercentageoftechnologymarketersthatreportedhighlevelsofoverallcontentmarketingsuccessincreasedfrom24%lastyearto31%thisyearanother50%reportedmoderatesuccess.Likelastyear,nearly70%saidtheirorganizationismuch/somewhatmoresuccessfulwithcontentmarketingcomparedwithoneyearago.Foraglimpseintohowthetop-performingcontentmarketersoperate,seethechartonpage4.Youllnotethatthesemarketersreporthighlevelsofcommitment;documenttheircontentmarketingstrategy;arefocusedonbuildingaudiences;andaregivenampletimetoproducecontentmarketingresults,amongotherdistinguishingfactors.,Technologyisrapidlychangingtheprocessesaroundcontentmarketing.Welookforwardtowatchinghowthingsprogressandreportingbacktoyouagainnextyear.,Yoursincontent,Lisa,Murton Beets,ResearchDirector,ContentMarketingInstitute,3,4,MostSuccessful,AllRespondents,LeastSuccessful,Organizationisextremely/verycommittedtocontentmarketingOrganizationscontentmarketingissophisticated/matureHasadocumentedcontentmarketingstrategyMeasurescontentmarketingROIPercentageoftotalmarketingbudgetspentoncontentmarketing(average)Rates project management flow during content-creation process as excellent/very goodAgreesthatorganizationisfocusedonbuildingaudiencesAgreesthatleadershipteamgivesampletimetoproducecontentmarketingresultsAgreesthatorganizationvaluescreativityandcraftincontentcreationandproductionAgreesthatorganizationisrealisticaboutwhatcontentmarketingcanachieveAlways/frequentlyprioritizeprovidingrightcontenttorightpersonatrighttimeAlways/frequentlycraftcontentbasedonspecificpointsofthebuyersjourney,91%80%76%59%30%69%95%88%87%86%78%67%,67%45%43%43%24%38%83%66%73%63%63%50%,38%4%14%26%17%14%60%40%49%35%40%24%,COMPARISON CHARTThis Years Technology Content Marketing TopPerformers At-A-Glance,2018TechnologyContentMarketingTrendsNorthAmerica:ContentMarketingInstitute/MarketingProfs,Charttermdefinitions: Atopperformer(aka“mostsuccessful”)isonewhocharacterizeshisorherorganizationsoverallcontentmarketingapproachasextremelyorverysuccessful.The“leastsuccessful”characterizetheirorganizationsapproachasminimallyornotatallsuccessful.,Base:Technologycontentmarketers.,USAGE&TEAM,5,ORGANIZATION,TECHNOLOGYCONTENTMARKETING,33% of respondents said their organization has a centralized contentmarketing group that works with multiple brands/product linesthroughout the organization.,Nearly half the respondents (45%) reported their organization is in thesophisticated/mature phase of content marketing.,67% of technology marketers surveyed outsource at least one contentcreation activity (e.g., writing, design, video production).,Contentmarketingisdefinedas“astrategicmarketingapproachfocusedoncreatinganddistributingvaluable,relevant,andconsistentcontenttoattractandretainaclearlydefinedaudienceand,ultimately,todriveprofitablecustomeraction.”Base:AllTechnologyrespondents.,96%,Yes2018TechnologyContentMarketingTrendsNorthAmerica:ContentMarketingInstitute/MarketingProfs6,4%,No,USAGE & TEAM ORGANIZATIONDoes your organization use content marketing?PercentageofTechnologyRespondentsWhoUseContentMarketing,7,2018TechnologyContentMarketingTrendsNorthAmerica:ContentMarketingInstitute/MarketingProfs,USAGE & TEAM ORGANIZATIONHow would you describe your organizationscontent marketing maturity level?HowTechnologyMarketersAssessTheirOrganizationsContentMarketingMaturityLevel,Providingaccurate,SOPHISTICATED10%measurementtothebusiness,scalingacrosstheorganization,Findingsuccess,MATURE35%yetchallengedwithintegrationacrosstheorganization,Havedeveloped,ADOLESCENT26%abusinesscase,seeingearlysuccess,becomingmoresophisticatedwithmeasurementandscaling,Growingpains,YOUNG24%challengedwithcreatingacohesivestrategyandameasurementplan,some,FIRST STEPSDoing 5% aspectsofcontent,buthavenotyetbeguntomakecontentmarketingaprocess,Base:Technologycontentmarketers;aidedlist.,8,2018TechnologyContentMarketingTrendsNorthAmerica:ContentMarketingInstitute/MarketingProfs,USAGE & TEAM ORGANIZATIONHow is content marketing structuredwithin your organization?TechnologyContentMarketingOrganizationalStructure,33%,17%,43%,5%2%,Centralizedcontentmarketinggroupthatworkswithmultiplebrands/productlinesthroughouttheorganizationEachbrand/product/departmenthasitsowncontentmarketingteamBoth:acentralizedgroupaswellasindividualteamsthroughouttheorganizationSmall(orone-person)marketing/contentmarketingteamservestheentireorganizationOther,Base:Technologycontentmarketers;aidedlist.,2018B2BContentMarketingTrendsNorthAmerica:ContentMarketingInstitute/MarketingProfs9,USAGE & TEAM ORGANIZATIONWhat content marketing activities does yourorganization outsource?ContentMarketingActivitiesTechnologyMarketersOutsource,56%,28%,10%,8%7%,ContentCreation(e.g.,writers,designers,videoproduction)ContentPromotion/DistributionContentMarketingMeasurement,ContentMarketingStrategyOtherDonotoutsourceanycontentmarketingactivities,33%,Note:Approximatelytwooutofthree(67%)ofrespondentsoutsourceatleastoneofthecontentmarketingactivitieslisted.Base:Technologycontentmarketers.Aidedlist;multipleresponsespermitted.,COMMITMENT &,10,OVERALL SUCCESS,TECHNOLOGYCONTENTMARKETING,Like last year, nearly 70% of technology marketers indicated theirorganization is extremely/very committed to content marketing.,31% of respondents said their organizations overall content marketingapproach is extremely/very successful, compared with 24% last year.,The percentage of technology marketers that agreed their leadershipteam gives them ample time to produce content marketing resultsincreased from 51% last year to 66% this year.,4%,11,Base:Technologycontentmarketers;aidedlist.,20%,ExtremelyCommitted,COMMITMENT & OVERALL SUCCESSHow would you describe your organizationscommitment level to content marketing?TechnologyOrganizationsCommitmenttoContentMarketingVery Committed47%,28%SomewhatCommitted,1%Not At AllCommittedNot VeryCommitted2018TechnologyContentMarketingTrendsNorthAmerica:ContentMarketingInstitute/MarketingProfs,3%,2%,12,50%,COMMITMENT & OVERALL SUCCESSHow would you characterize the successof your organizations current overallcontent marketing approach?HowTechnologyMarketersRatetheSuccessofTheirOrganizationsOverallContentMarketingApproachVerySuccessful,ModeratelySuccessfulNote:Thesurveydefinedsuccessasachievingyourorganizationsdesired/targetedresults.ThisreportdefinestheTop2respondents(extremely/very)as“mostsuccessful”or“topperformers,”andtheBottom2(minimally/notatall)as“leastsuccessful.”Base:Technologycontentmarketers;aidedlist.,Extremely 28%SuccessfulNot At AllSuccessful17%MinimallySuccessful2018TechnologyContentMarketingTrendsNorthAmerica:ContentMarketingInstitute/MarketingProfs,13,2018TechnologyContentMarketingTrendsNorthAmerica:ContentMarketingInstitute/MarketingProfs,Base:Technologycontentmarketers;aidedlist.,21%,COMMITMENT & OVERALL SUCCESSHow does the success of your organizationscurrent overall content marketing approachcompare with one year ago?HowTechnologyMarketersRateTheirOrganizationsContentMarketingSuccessComparedWithOneYearAgo47%,21%,3%,1%,7%,MuchMoreSuccessful,SomewhatMoreSuccessful,AbouttheSameasOneYearAgo,SomewhatLessSuccessful,MuchLessSuccessful,DoesNotApply(programlessthanoneyearold),14,Base:Technologycontentmarketerswhosaidtheirorganizationsoverallcontentmarketingapproachismuchmoreorsomewhatmoresuccessfulcomparedwithoneyearago.,Otherfactorscited:ContentMarketingTechnologies/Tools(32%);WeHaveGivenOurEffortsTimetoBearFruitandAreNowGettingResults(30%);MoreBudgetforContentMarketing(28%);ContentMarketingTraining/Education(15%);ChangesinOurTargetAudience(s)(7%);AssistanceofOutsideExpertise(5%);andOther(6%).,COMMITMENT & OVERALL SUCCESSTowhatfactors do you attributeyourorganizationsincreasein overallsuccesswithcontentmarketing?FactorsContributingtoTechnologyMarketersIncreasedContentMarketingSuccessOvertheLastYear,78%72%,Content Creation (higherquality, more e cient)Strategy (developmentor adjustment)Content Distribution (bettertargeting, identi cationof what works)Content Marketing HasBecome a Greater PriorityManagement/HR (organizationalchanges, sta ng, new contentmarketing roles),Content Measurement(growing in ability toshow results)Spending MoreTime onContent Marketing2018TechnologyContentMarketingTrendsNorthAmerica:ContentMarketingInstitute/MarketingProfs,55%47%46%,45%43%,15,2018TechnologyContentMarketingTrendsNorthAmerica:ContentMarketingInstitute/MarketingProfs,Base:Technologycontentmarketers;aidedlist,OPINIONS ABOUT CONTENT MARKETINGIndicate your level of agreement with the following statementsconcerning content marketing in your organization.TechnologyMarketersOpinionsAboutContentMarketing,11%13%18%28%,73%66%63%,55%48%,24%,16%21%19%17%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 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 Disagree83%, Disagree8% 9%,CONTENTMARKETING,16,TECHNOLOGYCONTENTMARKETING,The percentage of respondents that reported their,organization has a documented content marketing strategyis nearly the same as last year (43% vs. 42%).,Respondents indicated their organizations use an average of five digitaltechnologies specifically for managing content marketing efforts.,The two types of technology with the highest reported use are analyticstools (91%) and marketing automation software (75%).,STRATEGY&TECHNOLOGIES,4%,17,2018TechnologyContentMarketingTrendsNorthAmerica:ContentMarketingInstitute/MarketingProfs,Base:Technologycontentmarketers;aidedlist.,34%,19%,CONTENT MARKETING STRATEGY & TECHNOLOGIESDoes your organization have acontent marketing strategy?PercentageofTechnologyMarketersWhoHaveaContentMarketingStrategyYes, and it isdocumented43%,No, with no plansto have one within12 months,Yes, but it is notdocumented,No, but plan to haveone within 12 months,2018TechnologyContentMarketingTrendsNorthAmerica:ContentMarketingInstitute/MarketingProfs18,TechnologiesTechnologyMarketersUsetoManageContentMarketingEorts(Top5),91%,AnalyticsToolsMarketing Automation Software(automation-focused)Content Management SystemEmail MarketingTechnology(email-focused)Webinar/OnlinePresentation Platforms,75%71%66%61%,Othertechnologiesused:VideoTools/Platforms(30%);ContentCollaboration/WorkflowSoftware(27%);Content,Planning/CreationSoftware(14%);ContentPromotion/DistributionSoftware(13%);DigitalAssetManagement(DAM)System/FileStorage(11%);ContentOptimizationSoftware(11%);andOther(9%).Base:Technologycontentmarketers.Aidedlist;multipleresponsespermitted.AVERAGENUMBERUSED:MostSuccessful.5AllRespondents.5LeastSuccessful.4,CONTENT MARKETING STRATEGY & TECHNOLOGIESWhich types of digital technologies does your organizationuse specifically for managing its content marketing efforts?,CONTENTCREATION,19,&DISTRIBUTION,TECHNOLOGYCONTENTMARKETING,Compared with last year, there was a notable a) decrease in thepercentage of respondents that always/frequently craft contentbased on specific points of the buyers journey (60% last year vs. 50%,this year), and b) increase in the percentage that always/frequently prioritize providingthe 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% ofrespondents rated the flow as excellent/very good; 34% rated it as good; and 28% rated itas 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 inhelping their organizations achieve specific objectives.,20,2018TechnologyContentMarketingTrendsNorthAmerica:ContentMarketingInstitute/MarketingProfs,Base:Technologycontentmarketers;aidedlist.,CONTENT CREATION & DISTRIBUTIONHow often do you take thefollowing conceptsintoaccountwhile creatingcontent foryourorganization?HowOftenTechnologyMarketersConsiderVariousConceptsWhileCreatingContent,92%,74%69%68%63%59%58%,50%,18%25%24%27%26%28%33%,8%6%8%10%15%14%17%,7%,1%,Ensure that our content isfact-based and/or credible,Consider how our content impacts the overallexperience a person has with our organizationFocus on creating content for ouraudience versus our brandPrioritize delivering content qualityover content quantityPrioritize providing the right content tothe right person at the right timeDi erentiate our content fromour competitions contentDeliver content consistently(e.g., on a de ned, regularly scheduled basis)Craft content based on speci cpoints of the buyers journey, Always/Frequently, Sometimes, Rarely/Never,