An infographic pulled from CMI’s B2B CONTENT MARKETING: 2014 BENCHMARKS, BUDGETS, AND TRENDS, NORTH AMERICA research. This report highlights key areas of difference between the most effective technology marketers and their less effective peers. This infographic specifically focuses on content marketing volume, effectiveness, metrics and goals for technology marketers. See more at: http://idgknowledgehub.com/infographic-tech-marketers-using-content-marketing/2014/05/01/#sthash.HP8sZuLe.dpuf

1. Whereas most other B2B marketers
(across all industry segments) cite
“brand awareness” as their top
goal for content marketing,
technology marketers
cite “lead generation”.
LeadGeneration
BrandAwareness
CustomerAcquisition
ThoughtLeadership
WebsiteTraffic
LeadNurturing
Engagement
CustomerLoyalty
Sales
B2B CONTENT MARKETING
Content Volume, Effectiveness, Metrics and Goals
For Technology Marketers
B2B CONTENT MARKETING
Content Volume, Effectiveness, Metrics and
Goals For Technology Marketers
Source: 2014 B2B Technology Content Marketing Trends — Budgets, Benchmarks,
and Trends, North America
Tech marketers cite “website traffic” as their top
metric for content marketing success.
5
4
3
2
1
Change in amount
of content creation
among technology
marketers in
one year
Significantly More
35%
More
43%
Same Amount
19%
Less
1%
of tech marketers say THEY ARE EFFECTIVE at
content marketing39%
8%
31%
1%
50%
11%
of tech marketers are producing
MORE content than they did one year ago78%
How technology marketers rate
the effectiveness of their
organization’s use of content
marketing (1 out of 5)
Very
Effective
Not At All Effective
Organizational Goals for Content Marketing
(Technology Marketers)
86%
82%
77%
75%
66% 65%
63%
58%
49%
Metrics for Content Marketing Success
(Technology Marketers)
69% 30%64% 33%40%40%42%54%57%63%
W
ebsite
Traffic
Sales
Lead
Quality
Sales
Lead
Quantity
Social Media
Sharing
SEO
Rank
Inbound
Links
Direct
Sales
Tim
e
Spent
on
Site
Subscriber
Growth
Customer
Feedback
Effective
Somewhat Effective
Not Very
Effective