The 2014 B2B Content Marketing Report is Here! Today! Plus an Infographic!

b2b-content-marketing-usage-2014It 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

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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

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86% of them have someone overseeing content marketing

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80% of them cite lead generation as a goal

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They use an average of 15 different tactics

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They use an average of 7 social media platforms

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39% of the marketing budget is spent on content marketing

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Only 35% are challenged with producing engaging content

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Metrics

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

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54% use sales lead quality to measure content marketing succes

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Challenges

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

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34% of small B2B companies cite their biggest content marketing challenge is a lack of time

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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.

B2B Content Marketing Benchmark Report Infographic

Click the infographic to view it larger and explore the awesome visual data from the report.
b2b-cmi-infographic

Comments

  1. says

    Thanks for this report. Content is always an issue. I am a blogger and blog for other companies. There are plenty of topics to blog about. The problem is finding a unique angle or POV. So much content on the web is generic. You get the same 10 tips about blogging, or SEO, or whatever. You can’t simply dash off a post nowadays and expect to draw a ton of traffic.

  2. says

    Thank you for the very insightful data shown in the report.
    As my Division targets the Medium-Large Business segment (i.e., companies with more than 20 employees), I was wondering whether any differences in approach or results from content marketing strategies apply. Any specific data or insights yuo can share?
    Thank you very much in advance

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