2014 Content Marketing enchmark StudyB - … important take-aways of this study into one . ... effectiveness of content Optimizing ... B2B marketing junkie,

2014 Content Marketing Benchmark Study

2copy Copyright 2014 Percussion Software Inc

The clock is ticking away and your to-do list isnrsquot getting any shorter Thatrsquos why wersquove condensed the most important take-aways of this study into one handy summary

bull The more content you produce the more effective your content strategy but only if itrsquos the right content Measurement matters

bull Stop blaming content underperformance on the size of your team Company size has no impact on content strategy success

Marketing does not have a monopoly on quality content Strive for +10 of

company to contribute

bull Those who invest in a content management tool are more likely to be satisfied with their online content results than those who try to manage without a structured tool

bull Content experimentation rules the airwaves Underperformers tried fewer content types than those who reported great success Embrace VARIETY

bull Stop winging it Having a documented content strategy (and budget) was directly correlated to success

If you read nothing elsehellip

1 content marketing obstacle is motivating content contributors Know 2

Read Benchmark for more

TWEET TWEET


Look whorsquos talking 4

Motivating and training 6

Managing obstacles 7

Content strategy 11

Generating content 16

Think outside of the marketing box 18

Juggling all that activity 23

Resources 27

About Percussion 28

Table of contents


Content marketing is one hot topic

132 participants from both B2B and B2C companies of all sizes participated in the 2014 benchmark survey They shared their biggest challenges measurement priorities and content goals

Look whorsquos talkinghellip

Number of Employees

Fewer than 25

26 to 100

101 to 1000

1000 to 5000

5001 to 10000

Survey participants by size of company

5001to10000

1000 to5000

101 to1000

26 to 100

Fewerthan25


Participants were asked to rank their top three measurement metrics Not surprising number of website visitors topped the charts But look what doesnrsquot rank Sales win rate revenue goals and length of sales cycle

Length of sales cycle

Sales win rate

Number of inbound links

Brand recognition

SEO ranking

Qualitative feedback

Number of leads that convert to sales

Number of leads

Revenue Growth

Number of sharescomments

Website bounce rate

Duration of page views

Web conversion rates

Number of website visitors

0 10 20 30 40 50 60 70 80 90 100


Motivating and training content contributors rank as biggest content obstacles Find out more factors

Motivating enough content

contributors

Training content

contributors on how to use

the content management

system

Complex content review

workflow

Automating content

publication

Ease of making edits to published

content

Publishing content across

multiple distribution platforms

Measuring the

effectiveness of content

Optimizing content for

SEO prior to publication

TWEET


While 236 report it is too early to tell if their content marketing is successful a full 555 rate their efforts as satisfactory somewhat successful or exceeds expectations That leaves only 209 reporting efforts are below expectations

Yet lots of companies are managing these obstacles and finding success

555 of those engaged in contentmarketing are getting value from their efforts via cmbenchmark

TWEET


Success is reported in both B2B and B2C companies and across organizations of ALL sizes

Beyond expectations

Somewhat successful

Satisfactory

Below expectations

Too early to tell

Fewer than 25

26-100

100-1000

1000-5000

5000+

0 20 40 60 80 100

Big companies donrsquot have a monopoly on content marketing Success found in ALL shapes amp sizes via cmbenchmark

TWEET


Neither B2B nor B2C have a monopoly on success

Q2 Majority business-to-

business


consumer

Q2 Both

Too early to tell

Below expectations

Satisfactory

Somewhat successful

Beyond expectations0 10 20 30 40 50 60 70 80 90 100

How would you rate the success of your content marketing activities Answered 111 Skipped 22


The size of your company isnrsquot a deciding factor for success but your willingness to document a content strategy and dedicate budget certainly are

V

V


Companies with a documented content strategy report more success in their content efforts120

100

80

60

40

20

0 Too early Below Satisfactory Somewhat Beyond to tell expectations successful expectations


Do you have a dedicated content budget90

80

70

60

50

40

30

20

10

0 Below Satisfactory Somewhat Beyond expectations successful expectations

Yes

No

For those with a dedicated budget the percent of their overall marketing budget content represented varied greatly from as little as 5 to as much as 80 The most common response was 25-30


Content format and frequency are key factors to consider when building your content strategy


If you are like most marketers there are a lot of content types yoursquove never tried Results show it is worth experimenting as all types of content have been proven effective Key take away - test test test with your audience

Press releases

Case studies (PDF)

3rd party research

Infographics

eBooks

Long form documents (ie whitepapers)

QampAs

Memes

Slide decks

Comics

Video overviews

Video training

Video case studies

Audio podcasts

Webcasts (live or recorded)

Blog posts

Ineffective

Moderately Effective

Extremely Effective

0 20 40 60 80 100

Content Marketing Dip your toe into new types of content Experimenting pays off Results found in cmbenchmark

TWEET


Those who exceed content goals are more likely to try different content formats Compare the percent of over and under performers who have never tried these content types Itrsquos a BIG gap

90

80

70

60

50

40

30

20

10

0

Below expectations Exceed expectations

Blog Infographics Video eBooks 3rd party Webcasts (live Case Video case posts overviews research or recorded) studies (PDF) studies


Most survey participants reported they wished to generate more content

We wanted to find out what just the right amount might behellip


Higher volume content production offers many benefits but more doesnrsquot automatically equal better You need more of the RIGHT content to have an impact

Satisfied amp beyond

Below expectations

0 to 5

6 to 15

15 to 50

50+0 10 20 30 40 50 60 70 80 90 100

Total pieces of content published per month


We get it generating lots of content is good But how is all that work getting done Think outside of the marketing box

| |

| |

| |

| |

| |

| || | | || | | || | | |

X O X X O X O X O O

|||


Companies of all sizes have employees who dedicate at least 25 of their time to content development

5000+

1000-5000

100-1000

26-100

Fewer than 25

1

2 to 5

5 to 10

11 to 20

21+

0 10 20 30 40 50 60 70 80 90 100


Having content contributors isnrsquot enough Allocating a dedicated resource to orchestrating your content strategy pays off Donrsquot fool yourself into thinking content success can be integrated into ldquoeveryonersquosrdquo job without having a coachchampion who views this as their primary mission

bull 63 of those performing below expectations have NO ONE dedicated to orchestrating their content strategy

bull 100 of those who exceed their contentmarketing goals have a dedicated

content strategist Whorsquos your champion

100 of those who exceed their content goals have a dedicated content strategist Whorsquos your content champion

TWEET


Luckily marketing doesnrsquot have to go it alone Those who solicit content from across the organization are able to produce significantly more content

51+

26-50

1-25

None

Up to 5

6 to 15

16 to 50

More than 50

0 10 20 30 40 50 60 70 80 90 100

Number of pieces of content published per month by of content contributors outside of marketing


66 of those who exceed expectations pay for third party written content vs 21 of those rating themselves below expectations

Leveraging third party content is a proven way to meet contentmarketing goals Learn more via cmbenchmark

66

TWEET

21


So far wersquove learned that the key to success is engaging content contributors from across the organization to build high volumes of content across a variety of formats

Whew Thatrsquos a tall order How are we doing juggling all that activity


bull Content planningbull Writingbull Approvingbull Publishing bull Promotingbull Measuring

The ideal content management system provides insight and coordination across the entire content lifecycle

Content strategists know there is more to producing quality content than just writing


Participants report they need more content management system love Therersquos a LOT of room to explore more user-friendly solutions designed to meet the needs of todayrsquos content strategies

45

40

35

30

25

20

15

10

5

0 I hate it Therersquos Wersquove learned The system is I love my content nothing intuitive to live with it adequate but not management system about our content but itrsquos slow and as user-friendly as I canrsquot imagine publishing tool cumbersome I would like working without it


Therersquos good news If you select the right content management solution it will have a positive impact on your ability to generate high volumes of content each month

Purpose-built CMS System

SharePoint

In-house System

MS Excel

Up to 5

6 to 15

16 to 50

More than 50

0 10 20 30 40 50 60 70 80 90 100



The process of selecting a web content management system can be daunting but is critical for engaging your content contributors Use this handy RFP Template to help you evaluate your options

Want some help justifying your investments

in new content creation

Content Marketing ROI1048619Quantifying the Value of theDifference

Ready to up your content marketing efforts Check out these great resources to select the right foundation for your business


Samantha Stone

Samantha is a fast growth B2B marketing junkie mother of four high energy boys and wannabe gourmet chef Throughout her career she has launched go-to-market initiatives and lead marketing strategies for award-winning high growth technology companies including Netezza SAP Ascential Software and Powersoft In 2012 she founded The Marketing Advisory Network to help enterprises unleash the possible within their organizations You can read more about her marketing philosophy and get practical advice by visiting wwwunleashpossibleblogcom or following her on twitter samanthastone

About the Author


Percussion Softwarersquos award-winning web content management system is used by higher education government agencies financial services organizations and businesses to create effective websites and engaging content

Marketers use Percussion CMS to create publish and share content that drives web traffic engages visitors and looks great on any device Percussion customers love our unique coaching program drag-and-drop editing built-in blogs responsive mobile templates SEO tools and fast migration with LiveFirst

Launch your website in days instead of months Take ownership of content design and go live dates because Percussion CMS is a product not a platform

About Percussion

Percussion Software Inc300 Unicorn Park Drive

Woburn MA 01801Toll Free 800 283 0800

Tel 781 438 9900

percussioncom


The clock is ticking away and your to-do list isnrsquot getting any shorter Thatrsquos why wersquove condensed the most important take-aways of this study into one handy summary

bull The more content you produce the more effective your content strategy but only if itrsquos the right content Measurement matters

bull Stop blaming content underperformance on the size of your team Company size has no impact on content strategy success

Marketing does not have a monopoly on quality content Strive for +10 of

company to contribute

bull Those who invest in a content management tool are more likely to be satisfied with their online content results than those who try to manage without a structured tool

bull Content experimentation rules the airwaves Underperformers tried fewer content types than those who reported great success Embrace VARIETY

bull Stop winging it Having a documented content strategy (and budget) was directly correlated to success

If you read nothing elsehellip

1 content marketing obstacle is motivating content contributors Know 2

Read Benchmark for more

TWEET TWEET





Content strategy 11




Resources 27

About Percussion 28

Table of contents





Number of Employees

Fewer than 25

26 to 100

101 to 1000

1000 to 5000

5001 to 10000


5001to10000

1000 to5000

101 to1000

26 to 100

Fewerthan25




Sales win rate


Brand recognition

SEO ranking



Number of leads

Revenue Growth


Website bounce rate




0 10 20 30 40 50 60 70 80 90 100




contributors

Training content



system


workflow

Automating content

publication


content



Measuring the




TWEET





TWEET



Beyond expectations

Somewhat successful

Satisfactory

Below expectations

Too early to tell

Fewer than 25

26-100

100-1000

1000-5000

5000+

0 20 40 60 80 100


TWEET




business


consumer

Q2 Both

Too early to tell

Below expectations

Satisfactory

Somewhat successful





V

V



100

80

60

40

20




80

70

60

50

40

30

20

10


Yes

No






Press releases

Case studies (PDF)

3rd party research

Infographics

eBooks


QampAs

Memes

Slide decks

Comics

Video overviews

Video training

Video case studies

Audio podcasts


Blog posts

Ineffective


Extremely Effective

0 20 40 60 80 100


TWEET



90

80

70

60

50

40

30

20

10

0









Below expectations

0 to 5

6 to 15

15 to 50

50+0 10 20 30 40 50 60 70 80 90 100




| |

| |

| |

| |

| |

| || | | || | | || | | |

X O X X O X O X O O

|||



5000+

1000-5000

100-1000

26-100

Fewer than 25

1

2 to 5

5 to 10

11 to 20

21+

0 10 20 30 40 50 60 70 80 90 100







TWEET



51+

26-50

1-25

None

Up to 5

6 to 15

16 to 50

More than 50

0 10 20 30 40 50 60 70 80 90 100





66

TWEET

21










45

40

35

30

25

20

15

10

5





SharePoint

In-house System

MS Excel

Up to 5

6 to 15

16 to 50

More than 50

0 10 20 30 40 50 60 70 80 90 100









Samantha Stone


About the Author





About Percussion



Tel 781 438 9900

percussioncom





Content strategy 11




Resources 27

About Percussion 28

Table of contents





Number of Employees

Fewer than 25

26 to 100

101 to 1000

1000 to 5000

5001 to 10000


5001to10000

1000 to5000

101 to1000

26 to 100

Fewerthan25




Sales win rate


Brand recognition

SEO ranking



Number of leads

Revenue Growth


Website bounce rate




0 10 20 30 40 50 60 70 80 90 100




contributors

Training content



system


workflow

Automating content

publication


content



Measuring the




TWEET





TWEET



Beyond expectations

Somewhat successful

Satisfactory

Below expectations

Too early to tell

Fewer than 25

26-100

100-1000

1000-5000

5000+

0 20 40 60 80 100


TWEET




business


consumer

Q2 Both

Too early to tell

Below expectations

Satisfactory

Somewhat successful





V

V



100

80

60

40

20




80

70

60

50

40

30

20

10


Yes

No






Press releases

Case studies (PDF)

3rd party research

Infographics

eBooks


QampAs

Memes

Slide decks

Comics

Video overviews

Video training

Video case studies

Audio podcasts


Blog posts

Ineffective


Extremely Effective

0 20 40 60 80 100


TWEET



90

80

70

60

50

40

30

20

10

0









Below expectations

0 to 5

6 to 15

15 to 50

50+0 10 20 30 40 50 60 70 80 90 100




| |

| |

| |

| |

| |

| || | | || | | || | | |

X O X X O X O X O O

|||



5000+

1000-5000

100-1000

26-100

Fewer than 25

1

2 to 5

5 to 10

11 to 20

21+

0 10 20 30 40 50 60 70 80 90 100







TWEET



51+

26-50

1-25

None

Up to 5

6 to 15

16 to 50

More than 50

0 10 20 30 40 50 60 70 80 90 100





66

TWEET

21










45

40

35

30

25

20

15

10

5





SharePoint

In-house System

MS Excel

Up to 5

6 to 15

16 to 50

More than 50

0 10 20 30 40 50 60 70 80 90 100









Samantha Stone


About the Author





About Percussion



Tel 781 438 9900

percussioncom





Number of Employees

Fewer than 25

26 to 100

101 to 1000

1000 to 5000

5001 to 10000


5001to10000

1000 to5000

101 to1000

26 to 100

Fewerthan25




Sales win rate


Brand recognition

SEO ranking



Number of leads

Revenue Growth


Website bounce rate




0 10 20 30 40 50 60 70 80 90 100




contributors

Training content



system


workflow

Automating content

publication


content



Measuring the




TWEET





TWEET



Beyond expectations

Somewhat successful

Satisfactory

Below expectations

Too early to tell

Fewer than 25

26-100

100-1000

1000-5000

5000+

0 20 40 60 80 100


TWEET




business


consumer

Q2 Both

Too early to tell

Below expectations

Satisfactory

Somewhat successful





V

V



100

80

60

40

20




80

70

60

50

40

30

20

10


Yes

No






Press releases

Case studies (PDF)

3rd party research

Infographics

eBooks


QampAs

Memes

Slide decks

Comics

Video overviews

Video training

Video case studies

Audio podcasts


Blog posts

Ineffective


Extremely Effective

0 20 40 60 80 100


TWEET



90

80

70

60

50

40

30

20

10

0









Below expectations

0 to 5

6 to 15

15 to 50

50+0 10 20 30 40 50 60 70 80 90 100




| |

| |

| |

| |

| |

| || | | || | | || | | |

X O X X O X O X O O

|||



5000+

1000-5000

100-1000

26-100

Fewer than 25

1

2 to 5

5 to 10

11 to 20

21+

0 10 20 30 40 50 60 70 80 90 100







TWEET



51+

26-50

1-25

None

Up to 5

6 to 15

16 to 50

More than 50

0 10 20 30 40 50 60 70 80 90 100





66

TWEET

21










45

40

35

30

25

20

15

10

5





SharePoint

In-house System

MS Excel

Up to 5

6 to 15

16 to 50

More than 50

0 10 20 30 40 50 60 70 80 90 100









Samantha Stone


About the Author





About Percussion



Tel 781 438 9900

percussioncom




Sales win rate


Brand recognition

SEO ranking



Number of leads

Revenue Growth


Website bounce rate




0 10 20 30 40 50 60 70 80 90 100




contributors

Training content



system


workflow

Automating content

publication


content



Measuring the




TWEET





TWEET



Beyond expectations

Somewhat successful

Satisfactory

Below expectations

Too early to tell

Fewer than 25

26-100

100-1000

1000-5000

5000+

0 20 40 60 80 100


TWEET




business


consumer

Q2 Both

Too early to tell

Below expectations

Satisfactory

Somewhat successful





V

V



100

80

60

40

20




80

70

60

50

40

30

20

10


Yes

No






Press releases

Case studies (PDF)

3rd party research

Infographics

eBooks


QampAs

Memes

Slide decks

Comics

Video overviews

Video training

Video case studies

Audio podcasts


Blog posts

Ineffective


Extremely Effective

0 20 40 60 80 100


TWEET



90

80

70

60

50

40

30

20

10

0









Below expectations

0 to 5

6 to 15

15 to 50

50+0 10 20 30 40 50 60 70 80 90 100




| |

| |

| |

| |

| |

| || | | || | | || | | |

X O X X O X O X O O

|||



5000+

1000-5000

100-1000

26-100

Fewer than 25

1

2 to 5

5 to 10

11 to 20

21+

0 10 20 30 40 50 60 70 80 90 100







TWEET



51+

26-50

1-25

None

Up to 5

6 to 15

16 to 50

More than 50

0 10 20 30 40 50 60 70 80 90 100





66

TWEET

21










45

40

35

30

25

20

15

10

5





SharePoint

In-house System

MS Excel

Up to 5

6 to 15

16 to 50

More than 50

0 10 20 30 40 50 60 70 80 90 100









Samantha Stone


About the Author





About Percussion



Tel 781 438 9900

percussioncom




contributors

Training content



system


workflow

Automating content

publication


content



Measuring the




TWEET





TWEET



Beyond expectations

Somewhat successful

Satisfactory

Below expectations

Too early to tell

Fewer than 25

26-100

100-1000

1000-5000

5000+

0 20 40 60 80 100


TWEET




business


consumer

Q2 Both

Too early to tell

Below expectations

Satisfactory

Somewhat successful





V

V



100

80

60

40

20




80

70

60

50

40

30

20

10


Yes

No






Press releases

Case studies (PDF)

3rd party research

Infographics

eBooks


QampAs

Memes

Slide decks

Comics

Video overviews

Video training

Video case studies

Audio podcasts


Blog posts

Ineffective


Extremely Effective

0 20 40 60 80 100


TWEET



90

80

70

60

50

40

30

20

10

0









Below expectations

0 to 5

6 to 15

15 to 50

50+0 10 20 30 40 50 60 70 80 90 100




| |

| |

| |

| |

| |

| || | | || | | || | | |

X O X X O X O X O O

|||



5000+

1000-5000

100-1000

26-100

Fewer than 25

1

2 to 5

5 to 10

11 to 20

21+

0 10 20 30 40 50 60 70 80 90 100







TWEET



51+

26-50

1-25

None

Up to 5

6 to 15

16 to 50

More than 50

0 10 20 30 40 50 60 70 80 90 100





66

TWEET

21










45

40

35

30

25

20

15

10

5





SharePoint

In-house System

MS Excel

Up to 5

6 to 15

16 to 50

More than 50

0 10 20 30 40 50 60 70 80 90 100









Samantha Stone


About the Author





About Percussion



Tel 781 438 9900

percussioncom





TWEET



Beyond expectations

Somewhat successful

Satisfactory

Below expectations

Too early to tell

Fewer than 25

26-100

100-1000

1000-5000

5000+

0 20 40 60 80 100


TWEET




business


consumer

Q2 Both

Too early to tell

Below expectations

Satisfactory

Somewhat successful





V

V



100

80

60

40

20




80

70

60

50

40

30

20

10


Yes

No






Press releases

Case studies (PDF)

3rd party research

Infographics

eBooks


QampAs

Memes

Slide decks

Comics

Video overviews

Video training

Video case studies

Audio podcasts


Blog posts

Ineffective


Extremely Effective

0 20 40 60 80 100


TWEET



90

80

70

60

50

40

30

20

10

0









Below expectations

0 to 5

6 to 15

15 to 50

50+0 10 20 30 40 50 60 70 80 90 100




| |

| |

| |

| |

| |

| || | | || | | || | | |

X O X X O X O X O O

|||



5000+

1000-5000

100-1000

26-100

Fewer than 25

1

2 to 5

5 to 10

11 to 20

21+

0 10 20 30 40 50 60 70 80 90 100







TWEET



51+

26-50

1-25

None

Up to 5

6 to 15

16 to 50

More than 50

0 10 20 30 40 50 60 70 80 90 100





66

TWEET

21










45

40

35

30

25

20

15

10

5





SharePoint

In-house System

MS Excel

Up to 5

6 to 15

16 to 50

More than 50

0 10 20 30 40 50 60 70 80 90 100









Samantha Stone


About the Author





About Percussion



Tel 781 438 9900

percussioncom



Beyond expectations

Somewhat successful

Satisfactory

Below expectations

Too early to tell

Fewer than 25

26-100

100-1000

1000-5000

5000+

0 20 40 60 80 100


TWEET




business


consumer

Q2 Both

Too early to tell

Below expectations

Satisfactory

Somewhat successful





V

V



100

80

60

40

20




80

70

60

50

40

30

20

10


Yes

No






Press releases

Case studies (PDF)

3rd party research

Infographics

eBooks


QampAs

Memes

Slide decks

Comics

Video overviews

Video training

Video case studies

Audio podcasts


Blog posts

Ineffective


Extremely Effective

0 20 40 60 80 100


TWEET



90

80

70

60

50

40

30

20

10

0









Below expectations

0 to 5

6 to 15

15 to 50

50+0 10 20 30 40 50 60 70 80 90 100




| |

| |

| |

| |

| |

| || | | || | | || | | |

X O X X O X O X O O

|||



5000+

1000-5000

100-1000

26-100

Fewer than 25

1

2 to 5

5 to 10

11 to 20

21+

0 10 20 30 40 50 60 70 80 90 100







TWEET



51+

26-50

1-25

None

Up to 5

6 to 15

16 to 50

More than 50

0 10 20 30 40 50 60 70 80 90 100





66

TWEET

21










45

40

35

30

25

20

15

10

5





SharePoint

In-house System

MS Excel

Up to 5

6 to 15

16 to 50

More than 50

0 10 20 30 40 50 60 70 80 90 100









Samantha Stone


About the Author





About Percussion



Tel 781 438 9900

percussioncom




business


consumer

Q2 Both

Too early to tell

Below expectations

Satisfactory

Somewhat successful





V

V



100

80

60

40

20




80

70

60

50

40

30

20

10


Yes

No






Press releases

Case studies (PDF)

3rd party research

Infographics

eBooks


QampAs

Memes

Slide decks

Comics

Video overviews

Video training

Video case studies

Audio podcasts


Blog posts

Ineffective


Extremely Effective

0 20 40 60 80 100


TWEET



90

80

70

60

50

40

30

20

10

0









Below expectations

0 to 5

6 to 15

15 to 50

50+0 10 20 30 40 50 60 70 80 90 100




| |

| |

| |

| |

| |

| || | | || | | || | | |

X O X X O X O X O O

|||



5000+

1000-5000

100-1000

26-100

Fewer than 25

1

2 to 5

5 to 10

11 to 20

21+

0 10 20 30 40 50 60 70 80 90 100







TWEET



51+

26-50

1-25

None

Up to 5

6 to 15

16 to 50

More than 50

0 10 20 30 40 50 60 70 80 90 100





66

TWEET

21










45

40

35

30

25

20

15

10

5





SharePoint

In-house System

MS Excel

Up to 5

6 to 15

16 to 50

More than 50

0 10 20 30 40 50 60 70 80 90 100









Samantha Stone


About the Author





About Percussion



Tel 781 438 9900

percussioncom



V

V



100

80

60

40

20




80

70

60

50

40

30

20

10


Yes

No






Press releases

Case studies (PDF)

3rd party research

Infographics

eBooks


QampAs

Memes

Slide decks

Comics

Video overviews

Video training

Video case studies

Audio podcasts


Blog posts

Ineffective


Extremely Effective

0 20 40 60 80 100


TWEET



90

80

70

60

50

40

30

20

10

0









Below expectations

0 to 5

6 to 15

15 to 50

50+0 10 20 30 40 50 60 70 80 90 100




| |

| |

| |

| |

| |

| || | | || | | || | | |

X O X X O X O X O O

|||



5000+

1000-5000

100-1000

26-100

Fewer than 25

1

2 to 5

5 to 10

11 to 20

21+

0 10 20 30 40 50 60 70 80 90 100







TWEET



51+

26-50

1-25

None

Up to 5

6 to 15

16 to 50

More than 50

0 10 20 30 40 50 60 70 80 90 100





66

TWEET

21










45

40

35

30

25

20

15

10

5





SharePoint

In-house System

MS Excel

Up to 5

6 to 15

16 to 50

More than 50

0 10 20 30 40 50 60 70 80 90 100









Samantha Stone


About the Author





About Percussion



Tel 781 438 9900

percussioncom



100

80

60

40

20




80

70

60

50

40

30

20

10


Yes

No






Press releases

Case studies (PDF)

3rd party research

Infographics

eBooks


QampAs

Memes

Slide decks

Comics

Video overviews

Video training

Video case studies

Audio podcasts


Blog posts

Ineffective


Extremely Effective

0 20 40 60 80 100


TWEET



90

80

70

60

50

40

30

20

10

0









Below expectations

0 to 5

6 to 15

15 to 50

50+0 10 20 30 40 50 60 70 80 90 100




| |

| |

| |

| |

| |

| || | | || | | || | | |

X O X X O X O X O O

|||



5000+

1000-5000

100-1000

26-100

Fewer than 25

1

2 to 5

5 to 10

11 to 20

21+

0 10 20 30 40 50 60 70 80 90 100







TWEET



51+

26-50

1-25

None

Up to 5

6 to 15

16 to 50

More than 50

0 10 20 30 40 50 60 70 80 90 100





66

TWEET

21










45

40

35

30

25

20

15

10

5





SharePoint

In-house System

MS Excel

Up to 5

6 to 15

16 to 50

More than 50

0 10 20 30 40 50 60 70 80 90 100









Samantha Stone


About the Author





About Percussion



Tel 781 438 9900

percussioncom



80

70

60

50

40

30

20

10


Yes

No






Press releases

Case studies (PDF)

3rd party research

Infographics

eBooks


QampAs

Memes

Slide decks

Comics

Video overviews

Video training

Video case studies

Audio podcasts


Blog posts

Ineffective


Extremely Effective

0 20 40 60 80 100


TWEET



90

80

70

60

50

40

30

20

10

0









Below expectations

0 to 5

6 to 15

15 to 50

50+0 10 20 30 40 50 60 70 80 90 100




| |

| |

| |

| |

| |

| || | | || | | || | | |

X O X X O X O X O O

|||



5000+

1000-5000

100-1000

26-100

Fewer than 25

1

2 to 5

5 to 10

11 to 20

21+

0 10 20 30 40 50 60 70 80 90 100







TWEET



51+

26-50

1-25

None

Up to 5

6 to 15

16 to 50

More than 50

0 10 20 30 40 50 60 70 80 90 100





66

TWEET

21










45

40

35

30

25

20

15

10

5





SharePoint

In-house System

MS Excel

Up to 5

6 to 15

16 to 50

More than 50

0 10 20 30 40 50 60 70 80 90 100









Samantha Stone


About the Author





About Percussion



Tel 781 438 9900

percussioncom





Press releases

Case studies (PDF)

3rd party research

Infographics

eBooks


QampAs

Memes

Slide decks

Comics

Video overviews

Video training

Video case studies

Audio podcasts


Blog posts

Ineffective


Extremely Effective

0 20 40 60 80 100


TWEET



90

80

70

60

50

40

30

20

10

0









Below expectations

0 to 5

6 to 15

15 to 50

50+0 10 20 30 40 50 60 70 80 90 100




| |

| |

| |

| |

| |

| || | | || | | || | | |

X O X X O X O X O O

|||



5000+

1000-5000

100-1000

26-100

Fewer than 25

1

2 to 5

5 to 10

11 to 20

21+

0 10 20 30 40 50 60 70 80 90 100







TWEET



51+

26-50

1-25

None

Up to 5

6 to 15

16 to 50

More than 50

0 10 20 30 40 50 60 70 80 90 100





66

TWEET

21










45

40

35

30

25

20

15

10

5





SharePoint

In-house System

MS Excel

Up to 5

6 to 15

16 to 50

More than 50

0 10 20 30 40 50 60 70 80 90 100









Samantha Stone


About the Author





About Percussion



Tel 781 438 9900

percussioncom



Press releases

Case studies (PDF)

3rd party research

Infographics

eBooks


QampAs

Memes

Slide decks

Comics

Video overviews

Video training

Video case studies

Audio podcasts


Blog posts

Ineffective


Extremely Effective

0 20 40 60 80 100


TWEET



90

80

70

60

50

40

30

20

10

0









Below expectations

0 to 5

6 to 15

15 to 50

50+0 10 20 30 40 50 60 70 80 90 100




| |

| |

| |

| |

| |

| || | | || | | || | | |

X O X X O X O X O O

|||



5000+

1000-5000

100-1000

26-100

Fewer than 25

1

2 to 5

5 to 10

11 to 20

21+

0 10 20 30 40 50 60 70 80 90 100







TWEET



51+

26-50

1-25

None

Up to 5

6 to 15

16 to 50

More than 50

0 10 20 30 40 50 60 70 80 90 100





66

TWEET

21










45

40

35

30

25

20

15

10

5





SharePoint

In-house System

MS Excel

Up to 5

6 to 15

16 to 50

More than 50

0 10 20 30 40 50 60 70 80 90 100









Samantha Stone


About the Author





About Percussion



Tel 781 438 9900

percussioncom



90

80

70

60

50

40

30

20

10

0









Below expectations

0 to 5

6 to 15

15 to 50

50+0 10 20 30 40 50 60 70 80 90 100




| |

| |

| |

| |

| |

| || | | || | | || | | |

X O X X O X O X O O

|||



5000+

1000-5000

100-1000

26-100

Fewer than 25

1

2 to 5

5 to 10

11 to 20

21+

0 10 20 30 40 50 60 70 80 90 100







TWEET



51+

26-50

1-25

None

Up to 5

6 to 15

16 to 50

More than 50

0 10 20 30 40 50 60 70 80 90 100





66

TWEET

21










45

40

35

30

25

20

15

10

5





SharePoint

In-house System

MS Excel

Up to 5

6 to 15

16 to 50

More than 50

0 10 20 30 40 50 60 70 80 90 100









Samantha Stone


About the Author





About Percussion



Tel 781 438 9900

percussioncom







Below expectations

0 to 5

6 to 15

15 to 50

50+0 10 20 30 40 50 60 70 80 90 100




| |

| |

| |

| |

| |

| || | | || | | || | | |

X O X X O X O X O O

|||



5000+

1000-5000

100-1000

26-100

Fewer than 25

1

2 to 5

5 to 10

11 to 20

21+

0 10 20 30 40 50 60 70 80 90 100







TWEET



51+

26-50

1-25

None

Up to 5

6 to 15

16 to 50

More than 50

0 10 20 30 40 50 60 70 80 90 100





66

TWEET

21










45

40

35

30

25

20

15

10

5





SharePoint

In-house System

MS Excel

Up to 5

6 to 15

16 to 50

More than 50

0 10 20 30 40 50 60 70 80 90 100









Samantha Stone


About the Author





About Percussion



Tel 781 438 9900

percussioncom




Below expectations

0 to 5

6 to 15

15 to 50

50+0 10 20 30 40 50 60 70 80 90 100




| |

| |

| |

| |

| |

| || | | || | | || | | |

X O X X O X O X O O

|||



5000+

1000-5000

100-1000

26-100

Fewer than 25

1

2 to 5

5 to 10

11 to 20

21+

0 10 20 30 40 50 60 70 80 90 100







TWEET



51+

26-50

1-25

None

Up to 5

6 to 15

16 to 50

More than 50

0 10 20 30 40 50 60 70 80 90 100





66

TWEET

21










45

40

35

30

25

20

15

10

5





SharePoint

In-house System

MS Excel

Up to 5

6 to 15

16 to 50

More than 50

0 10 20 30 40 50 60 70 80 90 100









Samantha Stone


About the Author





About Percussion



Tel 781 438 9900

percussioncom



| |

| |

| |

| |

| |

| || | | || | | || | | |

X O X X O X O X O O

|||



5000+

1000-5000

100-1000

26-100

Fewer than 25

1

2 to 5

5 to 10

11 to 20

21+

0 10 20 30 40 50 60 70 80 90 100







TWEET



51+

26-50

1-25

None

Up to 5

6 to 15

16 to 50

More than 50

0 10 20 30 40 50 60 70 80 90 100





66

TWEET

21










45

40

35

30

25

20

15

10

5





SharePoint

In-house System

MS Excel

Up to 5

6 to 15

16 to 50

More than 50

0 10 20 30 40 50 60 70 80 90 100









Samantha Stone


About the Author





About Percussion



Tel 781 438 9900

percussioncom



5000+

1000-5000

100-1000

26-100

Fewer than 25

1

2 to 5

5 to 10

11 to 20

21+

0 10 20 30 40 50 60 70 80 90 100







TWEET



51+

26-50

1-25

None

Up to 5

6 to 15

16 to 50

More than 50

0 10 20 30 40 50 60 70 80 90 100





66

TWEET

21










45

40

35

30

25

20

15

10

5





SharePoint

In-house System

MS Excel

Up to 5

6 to 15

16 to 50

More than 50

0 10 20 30 40 50 60 70 80 90 100









Samantha Stone


About the Author





About Percussion



Tel 781 438 9900

percussioncom







TWEET



51+

26-50

1-25

None

Up to 5

6 to 15

16 to 50

More than 50

0 10 20 30 40 50 60 70 80 90 100





66

TWEET

21










45

40

35

30

25

20

15

10

5





SharePoint

In-house System

MS Excel

Up to 5

6 to 15

16 to 50

More than 50

0 10 20 30 40 50 60 70 80 90 100









Samantha Stone


About the Author





About Percussion



Tel 781 438 9900

percussioncom



51+

26-50

1-25

None

Up to 5

6 to 15

16 to 50

More than 50

0 10 20 30 40 50 60 70 80 90 100





66

TWEET

21










45

40

35

30

25

20

15

10

5





SharePoint

In-house System

MS Excel

Up to 5

6 to 15

16 to 50

More than 50

0 10 20 30 40 50 60 70 80 90 100









Samantha Stone


About the Author





About Percussion



Tel 781 438 9900

percussioncom




66

TWEET

21










45

40

35

30

25

20

15

10

5





SharePoint

In-house System

MS Excel

Up to 5

6 to 15

16 to 50

More than 50

0 10 20 30 40 50 60 70 80 90 100









Samantha Stone


About the Author





About Percussion



Tel 781 438 9900

percussioncom










45

40

35

30

25

20

15

10

5





SharePoint

In-house System

MS Excel

Up to 5

6 to 15

16 to 50

More than 50

0 10 20 30 40 50 60 70 80 90 100









Samantha Stone


About the Author





About Percussion



Tel 781 438 9900

percussioncom







45

40

35

30

25

20

15

10

5





SharePoint

In-house System

MS Excel

Up to 5

6 to 15

16 to 50

More than 50

0 10 20 30 40 50 60 70 80 90 100









Samantha Stone


About the Author





About Percussion



Tel 781 438 9900

percussioncom



45

40

35

30

25

20

15

10

5





SharePoint

In-house System

MS Excel

Up to 5

6 to 15

16 to 50

More than 50

0 10 20 30 40 50 60 70 80 90 100









Samantha Stone


About the Author





About Percussion



Tel 781 438 9900

percussioncom




SharePoint

In-house System

MS Excel

Up to 5

6 to 15

16 to 50

More than 50

0 10 20 30 40 50 60 70 80 90 100









Samantha Stone


About the Author





About Percussion



Tel 781 438 9900

percussioncom








Samantha Stone


About the Author





About Percussion



Tel 781 438 9900

percussioncom


Samantha Stone


About the Author





About Percussion



Tel 781 438 9900

percussioncom





About Percussion



Tel 781 438 9900

percussioncom

Documents

2014 Content Marketing enchmark StudyB - … important take-aways of this study into one . ... effectiveness of content Optimizing ... B2B marketing junkie,