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In 2014, 93% of B2B marketers use content marketing, 44% of B2B marketers have a documented content strategy and 42% of B2B marketers said they were effective at content marketing. These are all achievements that demonstrate how content marketing can no longer be neglected, when it comes to fruitful marketing strategies.
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Content Marketing in 2014. A retrospective
Numbers
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Content marketing, a priority in 2014
93% of B2B marketers use content marketing; 44% of B2B marketers have a documented content strategy; 42% of B2B marketers said they were effective at content marketing;
73% of B2B content marketers are producing more content than they did one year ago; 79% of consultants reported offering content creation as a service (second only to analytics at 85%);
Content marketing was reported to have the highest year-over-year demand increase, with 71% of respondents reporting increased demand.
Challenges
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lack of time (69%) producing enough content (58%) producing the kind of content that engages (55%) producing a variety of content (42%) inability to measure content effectiveness (40%)
Tactics
51% of B2B marketers
used infographics, versus 38% in
2013
Blogs are deemed the
most effective
tactic
Blogs are deemed the most effective tactic
B2B marketers overall have rated in-person events as the most effective tactic they use.
1/3 of marketers will invest in CRM solutions that can track in-
person interactions
Social media platforms
LinkedIn – 82%
Twitter – 66% YouTube – 64% Facebook – 41% SlideShare – 38%
Effectiveness of
social media
Twitter was rated the most confident social media platform.
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Social media platforms that had the biggest usage increase
SlideShare Google+ Instagram
Budget h"p://goo.gl/PqGBgP
64% of marketers
have a dedicated content
marketing budget
54 % of marketers reported monthly
budgets of $500 or more.
51 % of the content
marketing budget is owned by corporate marketing
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52,41% marketers stated that
about 25% of 2015
marketing budget is
devoted to content
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Outsourced content
57% of technology marketers outsource content creation
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Writing and design are the functions that technology marketers are most likely to outsource.
Other oursourced content marketing
formats:
analyst/research reports
blogging
white papers
39% of marketers consider
themselves at least somewhat
successful at tracking content marketing ROI
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Tools
1. Google trends 2. Google alerts 3. Google Insight for Search 4. G+ Trending 5. Reddit
6. Haro 7. Moz 8. Disqus 9. My blog guest 10. Topsy
Top 10 content marketing tools
55% of marketers
rated videos as a ‘very effective’
social media post
type.
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Publishing
22% multiple times per month; 20% multiple times per week; 18% weekly.
Frequency
LinkedIn was the social media platform content marketers used most often to distribute content.
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Metrics
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Direct sales have consistently gone down in importance as a measurement criterion
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Top metrics for content marketing success
website traffic (69%);
view/downloads (59%);
lead quantity (42%).
2015 Goals h"p://goo.gl/Pk54yk
Most B2B content marketers cite brand awareness as a goal (84%).
Marketers cite lead
generation as their second goal for content
marketing (83%).
Last, but not least, they
cite engagement as their 2015 goal (81%).
Important overall marketing goals
return on investment (28,29%); traffic and audience growth (24,79%); lifetime customer value (21,30%); thought leadership (18,14%).
69% of marketers choose original content over licensed content.
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57% of all companies have two or more people dedicated to content marketing.
74% of marketers
believe that they could drive 2.5x more ROI, brand lift, or LTV if they
had an expert content team.
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Sou
slide 2 – B2B Content marketing Institute Research slide 3 – B2B Content marketing Institute Research
- Moz Blog slide 4 – Moz Blog slide 6 – B2B Content Marketing Institute SlideShare Research slide 8 – B2B Content Marketing Institute Reseach slide 11- Content Marketing Trend of 2014 Reseach, by Linked In slide 13 – B2B Content Marketing Report slide 17 - B2B Content Marketing Report
- Moz Blog slide 18 - B2B Content Marketing Report slide 19 - Study: 600 Marketers’ Fears, Goals, and Plans For 2015, by Contently slide 20 – B2B Content Marketing Institute SlideShare Research slide 22 - B2B Content Marketing Report slide 23 - B2B Content Marketing Report slide 25 – Moz Blog slide 26 -
Sources
slide 26 - Content Marketing Trend of 2014 Reseach, by LinkedIn slide 28 - B2B Content Marketing Report slide 29 - B2B Content Marketing Institute SlideShare Research slide 32 - B2B Content Marketing Institute SlideShare Research
- B2B Content Marketing Report slide 34 – 2015 Benchmarks, budgets and trends – North America, by Content Marketing Institute slide 35 - 2015 Benchmarks, budgets and trends – North America, by Content Marketing Institute slide 36 - Study: 600 Marketers’ Fears, Goals, and Plans For 2015, by Contently slide 37 - Study: 600 Marketers’ Fears, Goals, and Plans For 2015, by Contently slide 38 - Study: 600 Marketers’ Fears, Goals, and Plans For 2015, by Contently slide 39 - Study: 600 Marketers’ Fears, Goals, and Plans For 2015, by Contently