Marketing ContentMarketing Content

INFOGRAPHICCONTENT MARKETING STATS 2014

B2B CONTENT MARKETING USAGE(BY TACTIC)

0 20% 40% 60% 80% 100%

87% - Social Media - Other than Blogs83% - Articles on Your Website

78% - eNewsletters

71% - Case Studies70% - Video70% - Articles on Other Websites

69% - In Person Events 61% - White Papers

59% - Webinar / Webcasts 44% - Research Reports

40% - Micro-sites 38% - Infographics38% - Branded Content Controls

33% - Mobile Content 32% - eBooks

31% - Printed Magazines29% - Books

28% - Virtual Conferences27% - Podcasts

26% - Licensed / Syndicated Content 26% - Mobile Apps

25% - Digital Magazines 24% - Print Newsletters

20% - Annual Reports 11% - Games / Gami�cation

77% - Blogs B2B marketers believe LinkedIn is the most e�ective social media network for

content promotion.

Slideshare, Instagram, and Google+ have experienced the biggest growth in usage among platforms for content promotion.

27,000,000 pieces of content are shared each day

93% 93% of B2B marketers use content marketing, a 2% increase over 2012.

60% of marketers create at least one piece of content each week.

Content marketing costs 62% less than traditional marketing and generates about 3 times as many leads.

57% of marketers report custom content is their top marketing priority for 2014.

62% 57%60%

44% 73%48%

44% of marketers have a documented content strategy.

48% of smaller organizations have a documented strategy, compared to only 41% of larger organizations.

73% of organizations have someone in place to oversee their content strategy.

50%

70% of consumers prefer to get to know a company through original articles.

50% of consumer time online is spent engaging with custom content.

70% 0

20

40

60

80

100

Organizational Goals for B2B Content Marketing

82% - Brand Awareness 74% - Lead Generation

71% - Customer Aquisition68% - Tough Leadership

45% - Sales47% - Nurturing

64% - Engagement 57% - Loyalty

57% - Web Tra�c

Change in Amount of B2B Content Creation

(Over Last 12 Months)

2%- UNSURE

5%- LESS

41%MORE

20% SAME AMOUNT

32%SIGNIFICANTLY

MORE

0%

5%

10%

15%

20%

25%Percent of Total Marketing

Budget Spent on B2B Content Marketing

The average amount allocated to b2b content marketing rose from 26% In 2012 to 33% in 2013, and has now settled �rmly in between.

The most e�ective B2B marketers spend a higher percentage (39%) of their budgets on content marketing than their least e�ective peers do (16%).

100% 75%-99% 50%-74% 25%-49% 10%-24% 5%-9% 1%-4% 0%

Average Spent: 30%

0

10

20

30

40

50

60

70

80

Functions thatB2B Marketers Outsource

64%

- W

ritin

g

54%

- D

esig

n

30%

- Co

nten

t Dis

trib

utio

n/Sy

ndic

atio

n

22%

- Ed

iting

13%

- M

easu

rem

ent/

Ana

lytic

s

8% -

Cont

ent P

lann

ing

& S

trat

egy

5% -

Buye

r Per

sona

Cre

atio

n

Writing and design are the two functions most likely to be outsourced.

(Source: CMI)(Source: AOL)(Source: HubSpot)

69% of content market-ers feel a lack of time is their greatest challenge.

Nearly half of marketers struggle with producing engaging content.

Only 23% of marketers struggle to gain buy-in for content marketing.

23% 69% 50%