It is that time once again and the Content Marketing Institute and MarketingProfs have released the 2014 B2B Content Marketing Benchmarks, Budgets, and Trends–North America Report. This is the 4th annual version of this B2B content marketing report, based on surveys of 1,217 North American B2B marketers across many industries from companies of all sizes. This is the gold standard report and you will be seeing it in presentations about content marketing for the next year. Grab some data for yourself today.
There is so much data in the report, and it always begins with the stat of how many B2B marketers are using content marketing. Again this number is up from 91% to:
93% of B2B Marketers using content marketing
Most Effective B2B Content Marketers
One of the highlights of the report is what the most effective B2B content marketers are doing differently than their peers. And maybe that includes you. This is a great yardstick for your efforts. 42% of those surveyed rated their content marketing as a 4 or a 5 on a five-point scale with 5 being very effective. And this is up from 36% last year. And what are these most effective marketers doing?
66% of them have a documented content strategy
86% of them have someone overseeing content marketing
80% of them cite lead generation as a goal
They use an average of 15 different tactics
They use an average of 7 social media platforms
39% of the marketing budget is spent on content marketing
Only 35% are challenged with producing engaging content
The top metrics have not changed for the last three years and the number of B2B marketers citing them as their content marketing goals have gone up. This means that content marketing with solid goals are growing. And this report helps reinforce that. In a marketing space without clear standards of measurement, the answers of your peers in this report really are the benchmarks for how you need to approach content marketing.
63% use web traffic to measure content marketing success
54% use sales lead quality to measure content marketing succes
And finally, the content marketing challenges for B2B marketers have been pretty consistent from year to year, however, this year the stats are split out by large companies and small companies. This helps add some context to the challenges reported. I have had this very discussion about last year’s report, so I am happy to see this breakout.
16% of large B2B companies cite their biggest content marketing challenge is producing content that engages
34% of small B2B companies cite their biggest content marketing challenge is a lack of time
Make sure you view the full 2014 B2B Content Marketing Benchmark Report embedded below to find that nugget of data to convince your boss that now is the time for content marketing.