Technology B2B Content Marketing: 2014 Benchmarks, Budgets & Trends North America

1. B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends – North America SPONSORED BY:

2. 2 SPONSORED BY: FOREWORD Greetings Content Marketers, Welcome to this year’s report on the content marketing practices of business-to-business (B2B) technology marketers in North America. In this report, we highlight key areas of difference between the most effective technology marketers and their less effective peers. We also show some differences between those who have a documented content strategy and those who do not. For example:  The most effective technology marketers allocate more budget to content marketing when compared with the overall sample of technology marketers (35% vs. 28%)  Only 39% of technology marketers say their organizations are effective at content marketing, however having a documented strategy dramatically increases confidence (62% of those with a strategy say they are effective) Technology marketers use a good mix of tactics and continue to invest in content marketing, with 58% planning to increase spend over the next 12 months. We look forward to seeing how this continued investment pays off over the next year. On with the content marketing revolution… Joe Pulizzi Founder Content Marketing Institute

3. 3 SPONSORED BY: 2014 B2B Technology Trends—North America: Content Marketing Institute/MarketingProfs 39% of technology marketers say they are effective at content marketing. OVERALL EFFECTIVENESS  Confidence rises when a technology marketer has a documented content strategy (62% of those with a documented strategy say they are effective). How Technology Marketers Rate the Effectiveness of Their Organization’s Use of Content Marketing 8% 31% 50% 11% 1% Very Effective Not At All Effective 100 20 30 40 50 60 70 80 90 100 5 4 3 2 1

4. 4 SPONSORED BY: 2014 B2B Technology Trends—North America: Content Marketing Institute/MarketingProfs EFFECTIVENESS Comparison of Most Effective Technology Marketers with Least Effective Technology Marketers MostEffective Overall/Average LeastEffective 75% 46% 10% • “Most Effective” = Respondents who rated their organization’s use of content marketing as 4 or 5 in terms of effectiveness (on a scale of 1 to 5, with 5 being “Very Effective”) • “Least Effective” = Respondents who rated their organization’s use of content marketing as 1 or 2 in terms of effectiveness (on a scale of 1 to 5, with 1 being “Not At All Effective”) Hasadocumentedcontentstrategy Hassomeonewhooverseescontentmarketingstrategy Averagenumberoftacticsused Averagenumberofsocialmediaplatformsused Percentageofmarketingbudgetspentoncontentmarketing Planstoincreasecontentmarketingspendovernext12months Challengedwithproducingengagingcontent Challengedwithproducingavarietyofcontent 7 6 6 63% 58% 50% 35% 28% 26% 31% 42% 47% 16 15 12 86% 73% 53% 46% 55% 73%

5. 5 SPONSORED BY: 46% of technology marketers have a documented content strategy.  Technology marketers who have a documented content strategy—when compared with those who do not—are more effective in all areas of content marketing and face fewer content marketing challenges. 2014 B2B Technology Trends—North America: Content Marketing Institute/MarketingProfs Percentage of Technology Marketers Who Have a Documented Content Strategy 46%Yes 46%No 6%Unsure STRATEGY

6. 6 SPONSORED BY: 2014 B2B Technology Trends—North America: Content Marketing Institute/MarketingProfs STRATEGY Comparison of Technology Marketers Who Have a DocumentedContent Strategy with Those Who Do Not Documented Strategy Overall/Average NoDocumented Strategy 62% 39% 14%Considersorganizationtobeeﬀectiveatcontentmarketing Averagenumberoftacticsused Averagenumberof socialmediaplatformsused Producingmorecontentcomparedwithoneyearago Percentageofmarketingbudgetspentoncontentmarketing Planstoincreasecontentmarketing spendovernext12months Percentagethatoutsources contentcreation Challengedwithproducingavarietyofcontent 82% 78% 73% 63% 58% 57% 31% 28% 25% 35% 42% 51% 7 6 6 16 15 13 63% 57% 49%

7. 7 SPONSORED BY: 73% of technology companies have someone in place who oversees content marketing strategy. STRATEGY  86% of the most effective technology marketers say their company has someone in place who oversees content marketing strategy. 2014 B2B Technology Trends—North America: Content Marketing Institute/MarketingProfs Percentage of Technology Organizations with Someone Who Oversees Content Marketing Strategy 73%Yes 23%No 5%Unsure

8. 8 SPONSORED BY: 78% of technology marketers are producing more content than they did one year ago. CONTENT VOLUME  The most effective technology marketers are creating more content when compared with the overall sample (83% vs. 78%).  Technology marketers who don’t have a documented content strategy increased their content production by nearly as much as those who do have a strategy (73% vs. 82%). 2014 B2B Technology Trends—North America: Content Marketing Institute/MarketingProfs Change in Amount of Content Creation Among Technology Marketers (Over Last 12 Months) 35%Significantly More 43%More 19%Same Amount 1%Less

9. 9 SPONSORED BY:2014 B2B Technology Trends—North America: Content Marketing Institute/MarketingProfs TACTIC USAGE Technology marketers use an average of 15 content marketing tactics. Content MarketingUsage Among Technology Marketers (by Tactic) 0 20 40 60 80 100 SocialMediaContent-OtherThanBlogs CaseStudies Videos Blogs In-personEvents ArticlesonYourWebsite Webinars/Webcasts eNewsletters WhitePapers OnlinePresentations ResearchReports eBooks Infographics Microsites BrandedContentTools Books MobileContent VirtualConferences MobileApps Podcasts PrintNewsletters DigitalMagazines Licensed/SyndicatedContent Games/Gamification 91% 84% 78% ArticlesonOtherWebsites 75% 51% 45% 43% 32% 36% 32% AnnualReports 28% 30% 15% 22% 10% 82% 80% 86% 86% 80% 69% 40% 29% 29% 22% 85% 58% PrintMagazines  The most effective technology marketers use all of the tactics shown here more frequently than their peers, especially:  Articles on other websites: 87% vs. 75%  Online presentations: 79% vs. 69%  Infographics: 71% vs. 58%  Research reports: 63% vs. 51%  eBooks: 60% vs. 45%

10. 10 SPONSORED BY: TACTIC EFFECTIVENESS Technology marketers say webinars and videos are the most effective tactics they use.  Social media content (other than blogs) is not one of the top 10 effective tactics (and is not shown on this chart); however, the most effective marketers gave it a much higher rating (64% vs. 46%). Effectiveness Ratings of Tactics Among Technology Manufacturers Who Use Them 70% 30% 32% 34% 39% 42% 44% 39% 44% 68% 66% 61% 61% 58% 56% 56% SayIt’sEffective* SayIt’sLessEffective 100 90 80 70 60 50 40 30 20 10 10 20 30 40 50 60 70 80 90 100 Webinars/Webcasts Videos In-PersonEvents 34%66% CaseStudies 40%60% WhitePapers ResearchReports eNewsletters Infographics eBooks Blogs * Percentage of respondents who rated these tactics as a 4 or 5 in terms of effectiveness (on a scale of 1 to 5, with 5 being “Very Effective”) 2014 B2B Technology Trends—North America: Content Marketing Institute/MarketingProfs

11. 11 SPONSORED BY: SOCIAL MEDIA USAGE  Nearly all technology marketers, regardless of company size or effectiveness, use LinkedIn to distribute content.  The most effective technology marketers use all of these platforms more frequently when compared with their peers. Technology marketers cite LinkedIn as the social media platform they use most often to distribute content. 2014 B2B Technology Trends—North America: Content Marketing Institute/MarketingProfs 0 20 40 60 80 100 97% 92% 85% 83% 60% 32% 19% 46% 17% 16% 12% 12% 12% 25%Vimeo StumbleUpon Tumblr Foursquare YouTube Twitter LinkedIn Google+ SlideShare Flickr Pinterest Instagram Vine Percentage of Technology Marketers Who Use Various Social Media Platforms to Distribute Content Facebook

12. 12 SPONSORED BY: SOCIAL MEDIA EFFECTIVENESS  The most effective technology marketers have more confidence in all of these platforms, and they especially rate Twitter higher (70% vs. 55%). 2014 B2B Technology Trends—North America: Content Marketing Institute/MarketingProfs Although adoption rates for social media are high, technology marketers are unsure of its effectiveness. Effectiveness Ratings of Social Media Platforms Among Technology Marketers Who Use Them 63% 37% 45% 48% 56% 55% 52% 44% SayIt’sEffective* SayIt’sLessEffective LinkedIn Twitter YouTube SlideShare 60% 74% 40% 26% Vimeo Facebook 82% 85% 18% 15% Google+ Pinterest 100 90 80 70 60 50 40 30 20 10 10 20 30 40 50 60 70 80 90 100 *Percentage of respondents who rated these tactics as a 4 or 5 in terms of effectiveness (on a scale of 1 to 5, with 5 being “Very Effective”)

13. 13 SPONSORED BY: ORGANIZATIONAL GOALS  Whereas most other B2B marketers (across all industry segments) cite brand awareness as their top goal for content marketing, technology marketers cite lead generation.  The most effective technology marketers place higher emphasis on thought leadership when compared with the overall sample (81% vs. 75%). 2014 B2B Technology Trends—North America: Content Marketing Institute/MarketingProfs Technology marketers say lead generation is their top goal for content marketing. Organizational Goals for Content Marketing (Technology Marketers) 100 20 30 40 50 60 70 80 90 100 LeadGeneration BrandAwareness CustomerAcquisition ThoughtLeadership WebsiteTraﬀic LeadManagement/Nurturing Engagement CustomerRetention/Loyalty Sales 86% 82% 77% 75% 66% 65% 63% 58% 49%

14. 14 SPONSORED BY: MEASUREMENT  Like most other B2B marketers (across all industry segments), technology marketers say Website traffic is their top goal. Technology marketers cite Website traffic as their top metric for content marketing success. Metrics for Content Marketing Success (Technology Marketers) 100 20 30 40 50 60 70 80 90 100 Website Traﬀic 69% Sales Lead Quality 64% Sales Lead Quantity 63% Social Media Sharing 57% SEO Ranking 54% Inbound Links 42% Direct Sales 40% Time Spent on Website 40% Subscriber Growth 33% Qualitative Feedback from Customers 30% Benchmark Lift of Company Awareness 26% Benchmark Lift of Product/Service Awareness 22% 2014 B2B Technology Trends—North America: Content Marketing Institute/MarketingProfs

15. 15 SPONSORED BY: BUDGET  The most effective technology marketers are more likely than their peers to say they will increase spend over the next 12 months (63% vs. 58%). 2014 B2B Technology Trends—North America: Content Marketing Institute/MarketingProfs 58% of technology marketers plan to increase their content marketing budget over the next 12 months. Content Marketing Spending Among Technology Marketers (Over Next 12Months) 10%Significantly Increase 48%Increase29%Remain the Same 10%Unsure 2%Decrease

16. 16 SPONSORED BY: BUDGET  The most effective technology marketers allocate more budget to content marketing when compared with the overall sample (35% vs. 28%). On average, technology marketers allocate 28% of their total budget to content marketing. 2014 B2B Technology Trends—North America: Content Marketing Institute/MarketingProfs Percentage of Marketing Budget SpentonContentMarketing (Technology Marketers) 5% 10% 15% 26% 14% 9% 0% 20% 0% 0 10 20 30 100% 75%-99% 50%-74% 25%-49% 10%-24% 5%-9% 1%-4% 0% Unsure Average Spent: 28%

17. 17 SPONSORED BY: INSOURCING VS. OUTSOURCING  Technology marketers who have a documented content strategy are more likely to outsource content creation when compared with the overall sample (63% vs. 57%). 57% of technology marketers outsource content creation. 2014 B2B Technology Trends—North America: Content Marketing Institute/MarketingProfs Insourcingvs. Outsourcing of Content Creation (Technology Marketers) In-houseOnly OutsourcedOnly Both 43% 1% 56% 0 10 20 30 40 50 60 70

18. 18 SPONSORED BY: INSOURCING VS. OUTSOURCING  As is the case with other B2B marketers across all industry segments, writing and design are the top two functions that technology marketers outsource. Writing and design are the functions that technology marketers are most likely to outsource. 2014 B2B Technology Trends—North America: Content Marketing Institute/MarketingProfs Functionsthat Technology Marketers Outsource 74% 51% 34% 22% 9% 7% 5% Writing Design ContentDistribution/Syndication Editing BuyerPersonaCreation ContentPlanning&Strategy Measurement/Analytics 100 20 30 40 50 60 70 80 90 100

19. 19 SPONSORED BY: SEGMENTATION  The most effective technology marketers tailor content more frequently in each of these areas when compared with their peers. Technology marketers tailor content most often by industry trends. 2014 B2B Technology Trends—North America: Content Marketing Institute/MarketingProfs How Technology Marketers Tailor Content 63% 58% 57% 0 10 20 30 40 50 60 70 80 ProfileofIndividualDecisionMakers 69%IndustryTrends CompanyCharacteristics 5%None StageintheBuyingCycle 12%Competitors’Content 12%PersonalizedContentPreferences

20. 20 SPONSORED BY: CHALLENGES  72% of the most effective technology marketers are challenged with a lack of time; however, they are less challenged in all other areas shown here, especially with producing engaging content (46% vs. 55%) and producing a variety of content (31% vs. 42%). Time and content production issues top the list of challenges that technology marketers face. 2014 B2B Technology Trends—North America: Content Marketing Institute/MarketingProfs 100 20 30 40 50 60 70 80 90 100 Challenges that Technology Marketers Face LackofTime ProducingEnoughContent ProducingtheKindofContentthatEngages ProducingaVarietyofContent InabilitytoMeasureContentEﬀectiveness LackofBudget InabilitytoCollectInformationfromSMEs LackofIntegrationAcrossMarketing LackofKnowledgeandTraining LackofBuy-in/Vision LackofIntegrationAcrossHR FindingTrainedContentMarketingProfessionals 69% 58% 55% 42% 40% 40% 32% 28% 23% 22% 17% 13%

21. 21 SPONSORED BY: CHALLENGES  The most effective technology marketers are more likely than their peers to say that lack of time is their biggest challenge (35% vs. 25%). 2014 B2B Technology Trends—North America: Content Marketing Institute/MarketingProfs 7% 6% 5% 3% 100 20 30 40 50 60 70 80 90 100 Biggest Content Marketing Challenge for Technology Marketers LackofTime ProducingtheKindofContentthatEngages ProducingEnoughContent LackofBudget InabilitytoMeasure ContentEﬀectiveness LackofBuy-in/Vision InabilitytoCollectInformationfromSMEs LackofIntegrationAcrossMarketing ProducingaVarietyofContent 7% 14% 13% 25% 10%

22. 22 SPONSORED BY: DEMOGRAPHICS B2B Technology Content Marketing: 2014 Benchmarks, Budgets, and Trends–North America was produced by Content Marketing Institute and sponsored by International Data Group (IDG). It is based on the responses of a subset of 270 business-to-business (B2B) technology marketers located in North America who replied to the fourth annual Content Marketing Survey. Sections of this report compare the technology respondents with the overall sample of 1,217 B2B marketers in North America, whose responses were previously reported on in the CMI/MarketingProfs study, B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America. The fourth annual Content Marketing Survey was mailed electronically to a sample of marketers using lists from CMI, MarketingProfs, Brightcove, Blackbaud, King Content, The Association for Data-driven Marketing & Advertising (ADMA), the Direct Marketing Association UK (DMA), Industry Week, and New Equipment Digest. A total of 4,397 recipients from around the globe—representing a full range of industries, functional areas, and company sizes— responded throughout July and August 2013. 2014 B2B Technology Trends—North America: Content Marketing Institute/MarketingProfs Size of B2B Technology Company (by Employees) Micro (Fewer than 10 Employees) 15% Small (10-99 Employees) 35% Midsize (100-999 Employees) 29% Large (1,000+ Employees) 22% B2B Technology JobTitle/Function 7% General Management Marketing/ Advertising/ Communications/ PR Management 56% Marketing Administration/ Support 11% 7% 4% Content Creation/ Management Other Corporate Management/Owner 15%

23. 23 SPONSORED BY: About Content Marketing Institute: Content Marketing Institute (CMI) is the leading global content marketing education and training organization. CMI teaches enterprise brands how to attract and retain customers through compelling, multi-channel storytelling. CMI’s Content Marketing World, the largest content marketing-focused event, is held every September, and Content Marketing World Sydney, every March. CMI also produces the quarterly magazine Chief Content Officer, and provides strategic consulting and content marketing research for some of the best-known brands in the world. CMI is a 2012 and 2013 Inc. 500 company. View all original CMI research at www.contentmarketinginstitute.com/research. Learn how to create a documented content marketing strategy, a key component for improving overall content marketing effectiveness. About International Data Group (IDG): International Data Group (IDG™) is the world’s leading technology media, events, and research company. Founded in 1964 and headquartered in Boston, Massachusetts, IDG products and services reach more than 280 million technology buyers in 97 countries. IDG Communications’ global media brands include ChannelWorld®, CIO®, CITEworld, CSO®, Computerworld®, GamePro®, InfoWorld®, ITworld®, Macworld®, Network World®, PCWorld®, TechHive® and TechWorld®. International Data Corporation (IDC), a subsidiary of IDG, has more than 1,000 analysts who provide expertise on technology and industry opportunities and trends in more than 110 countries. Additional information about IDG, a privately held company, is available at http://www.idg.com. To learn more, attend a full-day Technology/Software Industry Lab at Content Marketing World on September 11, 2014.

Technology B2B Content Marketing: 2014 Benchmarks, Budgets & Trends North America

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