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Today, we release the findings from our fifth annual content marketing survey — and it’s our biggest and best year yet.
For this year’s survey, we decided to ask some new questions, and change how we approached some of our regular questions, in order to provide fresher, more insightful findings. In last year’s survey, we asked for the first time whether marketers had a documented content marketing strategy. Click to tweet: 83% of marketers have a #contentmarketing strategy, but only 35% have documented it.
B2B marketers who have a documented strategy are more effective and less challenged with every aspect of content marketing when compared with their peers who only have a verbal strategy or no strategy at all. Of those who have a documented strategy, 60 percent consider their organization to be effective. Click to tweet: 60% of B2B marketers with a documented #contentmarketing strategy say they are effective vs. In many cases, we found that content production continues to increase, no matter how effective organizations feel they are at content marketing — or whether or not they have a documented strategy.
Click to tweet: 70% of B2B marketers are producing more #contentmarketing this year than last year. Measurement continues to be a hot topic among content marketers, so this year we asked how successful they are at tracking ROI on their content marketing programs. Similarly, when looking at challenges, almost half of B2B marketers cited measuring content marketing effectiveness as a challenge — a number that has gone up from 33 percent last year. Click to tweet: Only 21% of#B2B marketers are successful at measuring content marketing ROI. B2B marketers use an average of 13 content marketing tactics — same as what was reported last year. Click to tweet: 36% of B2B marketers will begin working on measuring content ROI initiative within next 12 months. Join Over 150,000 of your Peers!Get daily articles and news delivered to your email inbox and get CMI’s exclusive e-book Launch Your Own Content Marketing Program FREE! I have tried (somewhat) using Google Analytics to track ROI for new content, but I haven’t really succeeded.


For example, we at CMI know that if one of our readers engages with four different types of content, they are exponentially more likely to come to Content Marketing World each year.
Some very interesting data here Joe – thank you for sharing it along with your insights. Currently we focus on getting more engagement and measuring efficiently the ROIs of our campaigns.
Last week the digital marketing world was rightly focused on CES and Google’s latest evolution: Search plus Your World. However, caught between the importance of Search+ and Google’s embarrassing Kenyan adventures and easy to miss, there was also a humble little post about making better use of page titles. One of the digital marketing takeaways from the post was how Google describes the tag as a single rather than an instruction. In the past Google has not been keen to suggest that behavioural signals have an influence of ranking. The truth is that we do not have to go digging around between the lines of webmaster announcements to know that Google is interested in behavioural signals and has been for a while. This is interesting because it is clear there is a sizable grey area when it comes to just how much emphasis Google gives to behavioural signals.
Even after the search engine stood up and explicitly announced it used social signals in search there was plenty of industry debate.
Today, as the controversy around social signals moves to new areas –whether Google are implementing social signals in a good and fair way – I have to wonder whether 2012 will see new debates and new controversy around behavioural signals. If behavioural signals are strong or do grow in influence then core digital marketing disciplines like branding, usability and engagement also become key SEO concerns. This material may not be published, broadcast, rewritten or redistributed in any form without prior authorization. Thus, B2B Content Marketing 2015: Benchmarks, Budgets, and Trends — North America, produced by Content Marketing Institute and MarketingProfs and sponsored by Brightcove, reflects the progress our industry is making in exciting new ways. Forty-nine percent said “no,” which left us wondering whether a lot of those marketers did indeed have a strategy, but had just not documented it. Download The Essentials of a Documented Content Marketing Strategy: 36 Questions to Answer.


Of those who have a documented content marketing strategy, 23 percent said they publish new content daily. Only 21 percent said they are successful; however, the number goes up to 35 percent for marketers who have a documented strategy. Of these tactics, 92 percent cite social media content (other than blogs) as the most used, followed by eNewsletters (83 percent), and articles on their website (81 percent). On average, B2B marketers are using three paid advertising methods, with 80 percent using at least one. Founder of the Content Marketing Institute , Joe evangelizes content marketing around the world through keynotes, articles, tweets and his books, including best-selling Epic Content Marketing (McGraw-Hill) and the new book, Content Inc. This is important in search marketing because those headlines have a significant impact in click through rates. That certainly dovetails with the way Search+ makes multi-signal SEO the natural successor to the traditional few-signal SEO of yester year. The way searchers behave is a signal that can override the explicit technical signal of the tag.
Towards the end of last year the search giant was granted an American patent on Systems and methods for determining a quality of provided items.
Some of that debate was fuelled by SEOs protecting old business models, some from search marketers who did not welcome the encroaching influence of social and some came from those who were confident that Google would only ever place a small about of emphasis on social.
Sure enough, we found that many do have a strategy (83 percent), but only 35 percent have documented it. Infographics as a tactic saw the biggest rise in usage (from 51 percent last year to 62 percent this year). Simply put this patent described an algorithmic way to detect whether searchers were happy with a set of research results.



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