B2b Content Marketing Benchmarks Budgets And Trends

2016 B2B Content Marketing Benchmarks, Budgets and Trends Report. Author: MarketingProfs. Download from SlideShare

For six years, MarketingProfs and Content Marketing Institute have put together this report on how marketers use content and how they develop content strategies (if at all). Dive in to learn more about the state of content marketing in B2B organizations!

2016 B2B Content Marketing Benchmarks, Budgets and Trends Report
1. 2016 Benchmarks, Budgets, and Trends—North America
9. 2016 B2B Content Marketing Trends—North America: 9 USAGE EFFECTIVENESS In your organization, is it clear what an effective or successful content marketing program looks like? B2B marketers whose organizations have a clear vision of content marketing success are more effective than those that do not: • 79% of the most effective marketers have clarity • 77% of the least effective marketers lack clarity Percentage of B2B Marketers Whose Organizations Have Clarity on Content Marketing Success Unsure21% No34% Yes44% SAY YES 44%
11 Does your organization have an editorial mission statement for the primary audience you target? This was a new question this year. The likelihood of having a documented editorial mission statement increases if the marketer also has a documented content marketing strategy (56% of those with a documented content marketing strategy also have a documented editorial mission statement). In addition, 48% of the most effective marketers have a documented editorial mission statement. Yes, and it is documented No Yes, but it is not documented 35% 28% 30% Unsure 6% Percentage of B2B Marketers Who Have an Editorial Mission Statement HAVE A DOCUMENTED EDITORIAL MISSION STATEMENT28%
12 How often does your team meet (either in person or virtually) to discuss the progress/results of your content marketing program? Effectiveness is greater among teams that meet more frequently (61% of the most effective B2B marketers meet daily or weekly). SAY DAILY OR WEEKLY 44% 2016 B2B Content Marketing Trends—North America: How Often B2B Marketers Meet to Discuss Their Content Marketing Program Weekly 8% 11% 16% 8% 6% 14% 36% Quarterly Monthly Onlywhenitisnecessary Other Biweekly Daily
13 How valuable are team meetings in helping your organization to be more effective at content marketing? B2B marketers who meet daily or weekly are more likely to consider meetings valuable (70%) than those who meet biweekly or monthly (49%). SAY MEETINGS ARE VALUABLE 54% 2016 B2B Content Marketing Trends—North America: How B2B Marketers Perceive the Value of Internal Content Marketing Meetings 19% 35% 35% 6% 3% ExtremelyValuable VeryValuable SomewhatValuable NotVeryValuable NotatAll Valuable
14 Compared with 2015, how much content will your organization produce in 2016? While 73% of the most effective B2B marketers plan to produce more content, the least effective plan to produce even more (81%).Unsure SameAmount More 76% 19% 2% Less 2% Expected Change in B2B Content Creation (2015 vs. 2016) SAY THEY WILL PRODUCE MORE 76%
16 How effective are the tactics your organization uses? In-person events, which has been rated the most effective tactic for the last six years, increased from 69% to 75%. Effectiveness ratings increased for all the other tactics shown here as well, except for blogs (60% last year vs. 59% this year). The biggest increase was for infographics (50% last year vs. 58% this year). Effectiveness Ratings for B2B Tactics In-person Events Webinars/Webcasts Case Studies 75% 66% 65% White Papers 63% Videos 62% Research Reports 61% eNewsletters 60% Blogs 59% Infographics 58% Online Presentations 58% SAY IN-PERSON EVENTS ARE EFFECTIVE75%
18 How effective are the social media platforms your organization uses? Once again, B2B marketers rated LinkedIn most effective (64% last year vs. 66% this year). The effectiveness ratings of YouTube and Instagram also increased slightly, and Twitter’s rating stayed the same. The effectiveness rating of Facebook decreased slightly over the last year. The ratings of Pinterest (-5%) and Google+ (-7%) decreased most. Effectiveness Ratings for B2B Social Media Platforms LinkedIn Twitter YouTube 66% 55% 51% SlideShare 41% Facebook 30% Instagram 22% Pinterest 20% Google+ 13% SAY LinkedIn IS EFFECTIVE 66%