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21.01.2015
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.
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Search Engine Optimization is the process of improving the visibility of a website on organic ("natural" or un-paid) search engine result pages (SERPs), by incorporating search engine friendly elements into a website.
Our search engine promotion services are designed to improve your website's ranking in short order. Born in 1964, John Swinney joined the Scottish National Party in 1979 and went on to graduate from Edinburgh University with an MA (Hons) in Politics.
Prior to his election as Westminster MP for North Tayside in 1997, he held a number of posts in the SNP at local and national level.
Joel Bailey is a knowledgeable customer experience and service design leader, having spent over 15 years combining user-centred methodologies and business strategy to transform services in the private and public sectors. Caroline is the Auditor General for Scotland, responsible for auditing the Scottish Government and public bodies in Scotland and reporting to the Scottish Parliament. Jason has worked for the Scottish Government since 2007 and is now The Clinical Director of the Quality Unit in the Health and Social Care Directorate. Before joining the Improvement Service in 2004, Colin worked with Scottish councils as Director of the Scottish Local Authority Management Centre.
Stuart McRae is an Executive Collaboration & Social Business Evangelist for IBM Collaboration Solutions, responsible for briefing executives and IT strategists on the business value organisations can realise from the latest exceptional web experience and exceptional work experiences solutions, as well as speaking at public events on related topics.
Andrew Richmond is Strategic Procurement Manager at Scotland Excel, leading a team of procurement professionals responsible for developing and managing a high value contracts in social care and construction. 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.
Your customers get impressed by seeing your product and services which is displayed beautifully and creatively. Here we have web site designers who have minimum 3 years of Industry experience and who are aware of the trendy designing. A successful search engine optimization campaign will have, as part of the improvements, carefully select, relevant, keywords which the on-page optimization will be designed to make prominent for search engine algorithms. In 1999, he became the MSP for Tayside North, remaining as the constituency’s MP until standing down from Westminster at the 2001 General Election. He lives near Blairgowrie in his constituency and his hobbies include cycling and hill walking. He is Director of Service Design at Capita, a FTSE 100 company that delivers large-scale multichannel services for private sector and public sector clients such as the BBC, the Ministry of Defence, O2 and Birmingham City Council. Previously, he was Commercial Director at Scottish Coal and Celtic Energy, following his earlier career in minerals, shipping and construction products.


He is a of member of the Health and Social Care Management Board and one of the senior team responsible for implementation of the NHSScotland Quality Strategy. The IS’ aim is to help councils and their partners improve the health, quality of life and opportunities of all people in Scotland through community leadership, strong local governance and the delivery of high quality, efficient local services. Prior to that, he was Director of International Programmes at Strathclyde University where he worked on local government and public sector development in India, sub-Saharan Africa and Eastern Europe. He is particularly focused on the business impact of emerging technologies like Social Computing, Mobile Devices and Cloud Computing.
Prior to joining Scotland Excel, Andrew worked in a wide range of executive roles in the South Australian public sector including leadership roles in ageing, disability and Aboriginal affairs. One Public Sector Expo is a good illustration of the way we can bring together some thinking about the challenges for public services with practical solutions on display around the Expo. 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).
Also, a good design compels your website visitors to explore your website further and much deeper. Search engine optimization is broken down into two basic areas: on-page, and off-page optimization. He gained an MA in History at Oxford University and an MBA at Cranfield School of Management. Jason is also the Medical Director of the Tayside Centre for Organisational Effectiveness and an Honorary Professor at the University of Dundee.
He also acts as executive sponsor for key customers and partners, helping them to maximise the business value they derive from the IBM Social Business solutions they deploy.Prior to his current role, Stuart has worked in Technical Sales, Business Transformation, Product Management, IT Architecture and Development teams in IBM and Lotus. After a period at Head Office, then in Bracknell, Alan returned to Scotland in 2001 as Business Manager for Met Office services to the offshore oil and gas industry.
The only way to keep your customers engaged and increase your sale is good content, easy-to-use features and exciting offers. On-page optimization refers to website elements which comprise a web page, such as HTML code, textual content, and images.
Chris is also a Fellow of Chartered Institute of Marketing and a Member of Chartered Institute of Purchasing and Supply. The best thing about our designing team is they are always ready to provide with endless ideas and possibilities.
Off-page optimization refers, predominantly, to backlinks (links pointing to the site which is being optimized, from other relevant websites). Stuart has been involved in many industry bodies, including Guide Share Europe, EEMA and the IETF.
If you require any creative assistance, they are here to assist you with proper suggestion. He was a 2005-06 Quality Improvement Fellow at the Institute for Healthcare Improvement, in Boston, sponsored by the Health Foundation.




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