Content Marketing Research and Trends

Overview 2015PR Summit

San FranciscoSeptember 12th, 2015

Content Marketing Research

●How Content Now Drives Leads

●Content’s Role In Findability

●Why Content Marketing is Critical For Sales Growth

●Current Trends

People Who Have Internet Access

Mobile Rules

There’s now more search traffic coming from mobile devices than desktops. (Google)

Content Is the currency of the social web

Banner Blindness

The average click-through rate (CTR) of display ads is 0.1%. (DoubleClick)

Ads Blocking Is Huge

Ad blocking grew by 41% globally in the last 12 months and is now 198 million users. (Adobe/PageFair 2015)

Abysmal Email Engagement Rates

Industry CTRs range from 1.5%–4.79%. (MailChimp)

Vanishing Sales-Cycle

When buyers engage sales, they have completed 57% (*or more) of their purchasing process (CEB/Google 2011)

* More recent research put this as high as 80%+

Brand Preference

● When consumers move into an active shopping state, they’ve already picked their preferred brand.

● More than 75% will buy from that brand regardless of any new information they acquire. (Foundation Capital)

Self-Serve Education

56%

Of the buying process is spent searching for educational content (International Data Corporation)

Smart Is Sexy

76%

Of buyers choose vendors that can have intelligent conversations and deliver effective value messages (Forrester)

Marketing Crap Speak

86%

Of buyers say that the content by marketing is not useful, relevant or aligned with their needs (IDG)

Smart Is Sexy

Smart Is Sexy

Smart Is Sexy

Search

59%

Believe content has led to increased search engine rankings for their business. (wyzowl)

Traffic

64%Say they’ve increased traffic due to content marketing (wyzowl)

Leads

67%

Say they’ve received increased leads from content marketing (wyzowl)

Awareness

73%

Say content marketing creates improved brand awareness (wyzowl)

What’s In It For Me?

76%

of content marketers agree that content should provide actionable information. (wyzowl)

Smart Is Sexy

Smart Is Sexy

Smart Is Sexy

Commitment To Content Marketing

18%In 2013Either "strong" or "extremely strong." (Ad Age)

Commitment To Content Marketing

40%In 2015Either "strong" or "extremely strong." (Ad Age)

Budget

86%

Of content marketers say they plan to spend more or maintain their spending in 2015. (wyzowl)

2015 Content Marketing Budget

23%Percentage of marketing budget (Ad Age)

2017 Content Marketing Budget

33%Percentage of marketing budget in 2017 (Ad Age)

PPC Cost Per Lead

(CMI)

Mid-Sized Company

$109(24 Mo Avg.)

Large-Sized Company

$108(24 Mo Avg.)

Content Marketing Cost Per Lead

(CMI)

Mid-Sized Company

$75(24 Mo Avg.)

Large-Sized Company

$64(24 Mo Avg.)

Cost Per Lead (24 Mo Avg.)

(CMI)

Content Marketing

31%Less Than Paid

Search

Content Marketing

41%Less Than Paid

Search

Smart Is Sexy

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●SlideShare○ PR Summit 2015 Content Marketing

Research and Trends

Contact Me

●Steve Farnsworth

● theb2bmarketer@gmail.com

● (650) 331-0594

●https://www.linkedin.com/in/stevefarnsworth

●Twitter @Steveology

Sourceshttp://www.slideshare.net/kleinerperkins/internet-trends-2014-05-28-14-pdf

http://adwords.blogspot.com/2015/05/building-for-next-moment.html

https://www.doubleclickbygoogle.com/insights/

http://blog.pagefair.com/2015/ad-blocking-report/

http://mailchimp.com/resources/research/email-marketing-benchmarks/

http://www.forbes.com/sites/gyro/2013/01/07/the-disappearing-sales-process/

https://foundationcapital.com/decadeofthecmo

http://thecontentcouncil.org/

Sourceshttp://go.experian.com/dm15report?WT.srch=EMSPR_REP_MR_DM15_042015

http://www.regalix.com/by_regalix/research/reports/state-of-b2b-marketing-2015/

http://ascend2.com/home/latest-report/

https://www.wyzowl.com/state-of-content-marketing-2015.html

http://missingthemark.ads.economist.com/

http://www.komarketingassociates.com/files/b2b-web-usability-report-2015.pdf

http://info.onespot.com/content-clarity-website

http://www.odwyerpr.com/story/public/4307/2015-03-26/content-marketing-budgets-set-rise.html

http://contentmarketinginstitute.com/2012/06/justify-content-marketing-cost/

http://www.marketingcharts.com/online/b2b-content-marketing-whats-changed-and-what-hasnt-46580/