B2b content marketing 2015 benchmarks budgets and trends�Xnorth america,private video sharing website design,video presentation software online opzeggen,mpeg player y?kle - PDF 2016

Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. In what ways do the most effective B2B marketers among us differ from our less effective peers? This is the sixth year that MarketingProfs has teamed with Content Marketing Institute to produce this report, which feels like a lifetime in content marketing years. Only 44% of B2B marketers say their organization is clear about what content marketing success or effectiveness looks like. Not surprisingly, then, just 30% of B2B marketers say their organizations are effective at content marketing (down from 38% last year).
Over the past six years, B2B marketers have consistently cited website traffic as their most often used metric. Lead generation (cited by 85%) and sales (cited by 84%) will be the most important goals for B2B content marketers over the next 12 months. And we continue to heavily focus on creating engaging content (72%), citing it as the top priority for our internal content creators over the next year.
But that finding confounds me: While 72% want to focus on creating engaging content, just 41% of us are looking to hone our storytelling chops and a mere 19% are focused on becoming stronger writers. You might argue that because the survey forced B2B marketers to choose their five biggest priorities, the respondents lumped writing skills in with the "creating engaging content" choice.
Documentation: B2B content marketers who document their strategy are more effective in nearly all areas of content marketing, the research consistently shows.
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Ann Handley is chief content officer of MarketingProfs, a monthly contributor to Entrepreneur magazine, the author of Everybody Writes: Your Go-To Guide to Ridiculously Good Content (Wiley, 2014), and co-author of the best-selling book on content marketing, Content Rules (Wiley, 2012).
Throughout my 20-year career marketing professional services, I've also used content marketing for developing new business and creating engaging marketing campaigns. There's a shift in the demands of customers (which is fueled by technology) that is forcing companies to bring teams together that used to enjoy operating in silos.
Deborah, I think you're over-generalizing about the focus of collateral (what content used to be called).
Excellent article and great summary slides!I find few small to medium sized businesses have a documented B2B plan or process. This year the report has been heard from more than 5,000 marketersa€”in 25 industries in 109 countriesa€”from forprofit and nonprofit organizations.
Two critical factors differentiate great content marketers from the rest: having a documented content marketing strategy, and following it very closely, according to the findings of the fifth annual content marketing study by MarketingProfs and the Content Marketing Institute. The study, sponsored by Brightcove, includes findings from 1,820 North American business-to-business (B2B) marketers from among 5,000+ marketers surveyed across 109 countries and 25 industries.
70% of B2B marketers are creating more content than they did one year ago, even those who say they are least effective (58% of them say they are creating more content) and those without any type of strategy (56% of them say so). Once again, infographics was the tactic that had the greatest increase in usage (from 51% last year to 62% this year). 94% of B2B marketers use LinkedIn to distribute content, making it the social media platform used most often (they also say it's the most effective social media platform).
More B2B marketers say they are challenged with finding trained content marketing professionals this year (32%) than last year (10%).
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Our 6th annual content marketing research continues, with our second of five main reports, 2016 B2C Research - Benchmarks, Budgets and Trends - North America. The first, and most notable stat in this report is that number of B2B marketers using content marketing has gone down from 93% last year to 86% this year.
The 2 Most Important Concepts For B2B Content Marketing Success You are using an outdated browser. The best content marketers need strong writing skills, because the foundation of content marketing is writing (no matter what form that content ultimately takes).
Yet, smaller proportions among us have a documented content marketing strategy this year than last (32% vs. In my two books, writing and talks, I acknowledge as much (as do the smartest marketing leaders I know). It isn't that the need for content has changed, it is our ability, as marketing professionals, to get our message heard in a very noisy world.
It takes the commitment to content management planning, resources, and budget into your annual budget. That left us wondering whether the 49% who said a€?noa€? maybe did have a strategy but just hadna€™t documented it. 1 initiative that B2B marketers are working on now is "creating engaging content," the survey also found. It includes findings from 1,820 North American business-to-business (B2B) marketers from among 5,000+ marketers surveyed across 109 countries and 25 industries. This type of data is great for those of us who go out in the sales field and talk to customers about the importance of content and search engine optimization. Partnered again with MarketingProfs and sponsored by Trackmaven, CMI again brings you the current state of content marketing as indicated by our readers and customers.
The study also examines the habits and activities of the most effective B2B content marketers, so you can see how you are doing against those who report that content marketing is meeting their goals and driving business value. But at the same time, there's new pressure on content to perform as never before -- because of the very shift you rightly identify, as well as the increasing sophistication of audiences and evolution of technology. Content marketing has evolved to meet the needs of how clients go through the buying process today.
So the results also point at a desire to button up what may have been a rush to explore and create for the past couple years. Depending on the intended reader, the benefits would change -- to address that person's interests, concerns, and expectations.And the approach was never dully matter-of-fact. I like the survey summary of how people are using dedicated meetings as a way to oversee their content management activities throughout the year. The reason why most businesses fail at content marketing is because their content is just not good enough.
That has been a persistent challenge, regularly cited by respondents in the past five years. It is based on surveys of 1820 North American B2B Marketers across all industries and company sizes.


Not putting any efforts in a task and expecting the most out of it is a strategy that is not going to work – for content marketing as well as for other businesses. Not sure what's depressing about that, because I see marketing and business as a pretty exciting place to be these days. The first touchpoint almost 90% of your clients will experience is finding your firm on-line. At least that's what I'm reading into some of the charts.For what it's worth, while I appreciate the way the report curated the results in a way that focused on best practices, each slide kind of exists on its own once you get into the tools and types of content marketing that companies are using. It's either too pushy and talks only about the product they sell, rather than providing any real value to readers.
This is the fifth year that they have released this report, and it continues to improve each year.
Sales slicks, data sheets, brochures, white papers, case studies, and multiple other types of information that used to be called collateral or sales aids or product literature have been employed by both Marketing and Sales for at least a century.
The idea of crafting our story to speak directly to the people we want to reach without an intermediary strikes me as a tremendous opportunity.
Marketers need to make sure that what clients find catches their interest and compels them to find out more about you. Awareness (operative term: PROBLEM) – This is where a prospect is experiencing and expressing symptoms of a problem (or opportunity).
When done right, that content was specifically tailored for each person in the buying process -- the initiator, researcher, short lister, influencer, evaluator, recommender, and final decision maker. The idea of using new tools and platforms to reach them is a pretty tremendous opportunity, too. Because let's face it, 81% say they use email newsletters, 60% say they're effective, but is the bulk of that 60% comprised of the top companies? They are beginning to do educational research to more clearly understand, frame and give a name to their problem.The type of information that is most helpful at this stage is vendor-neutral information that helps identify problems or symptoms. While B2C veered into mass marketing in the middle of the last century, B2B had to ensure that each individual's concerns were addressed, objections overcome, and expectations met. Which is why I get pretty fired up about helping companies do just that!Thanks again for your comment -- nice to see your name here. Sadly, in the now resurgent field of content marketing, a “ready, fire, aim” approach is pervasive.
That was done with well-crafted print, graphic, audio, and video materials.The difference today is that the same information is being provided without a seller's intermediary. It's being accessed online before someone becomes a qualified lead, instead of being dispensed after the lead's in the pipeline.
The prospect doesn’t even know what options exist to solve their problem and they probably don’t understand how the content producer could help.
The statistics, however, make it seem as if this is a new, never-before-seen, remarkable modern innovation.
Consideration (operative term: SOLUTION) – At this point, the prospect has clearly defined and given a name to their problem or opportunity. They are compiling a long list of all available vendors and products in their given solution strategy.



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