CMI：2020年B2B內容營銷報告【譯文】(43頁).pdf

1、CONTENT MARKETING 2020 Benchmarks, Budgets, and TrendsNorth America SPONSORED BY 2 SPONSORED BY m WELCOME . 3 m B2B CONTENT MARKETING TOP PERFORMERS AT-A-GLANCE . 4 m KEY FINDINGS . 6 m SUCCESS aided list. 2020 B2B Content Marketing Benchmarks, North America: Content Marketing Institute/MarketingPro

2、fs Note: The survey defined success as achieving your organizations desired/targeted results. This report defines the Top 2 respondents (extremely/very) as “most successful” or “top performers,” and the Bottom 2 (minimally/not at all) as “least successful.” Base: B2B content marketers; aided list. 2

3、020 B2B Content Marketing Benchmarks, North America: Content Marketing Institute/MarketingProfs SUCCESS aided list. 2020 B2B Content Marketing Benchmarks, North America: Content Marketing Institute/MarketingProfs How B2B Marketers Rate Their Organizations Content Marketing Maturity Level 9% 1% 4% 31

4、% 22% 33% Sophisticated Mature Adolescent Young First Steps Unsure SUCCESS aided list. 2020 B2B Content Marketing Benchmarks, North America: Content Marketing Institute/MarketingProfs STRATEGY, OPINIONS Content Optimization (24%); Content Performance/ Recommendation Analytics (22%); Digital Asset Ma

5、nagement (DAM) System (20%); and Integrated Content Marketing Platform (10%). 2% said none of the above. Technologies B2B Organizations Use to Assist With Content Marketing (Top 7) 86% 85% 80% 48% 44% 65% 51% 020406080100 Analytics Tools (e.g., web analytics, dashboards) Social Media Publishing/Anal

6、ytics Marketing Automation System (MAS) Customer Relationship Management (CRM) System Content Management System (CMS) Email Marketing Software Content Creation/Collaboration/Workflow STRATEGY, OPINIONS multiple responses permitted. 2020 B2B Content Marketing Benchmarks, North America: Content Market

7、ing Institute/MarketingProfs 15 SPONSORED BY TEAM STRUCTURE aided list. 2020 B2B Content Marketing Benchmarks, North America: Content Marketing Institute/MarketingProfs 17 SPONSORED BY TEAM STRUCTURE another 32% have no full-time person. Teams grow with company size, but even large companies are mos

8、t likely to have teams of 2 to 5 (49%). B2B Organizations Content Marketing Team Size (Full-Time/Dedicated to Content Marketing) Base: B2B content marketers. 2020 B2B Content Marketing Benchmarks, North America: Content Marketing Institute/MarketingProfs 18 SPONSORED BY TEAM STRUCTURE multiple respo

9、nses permitted. 2020 B2B Content Marketing Benchmarks, North America: Content Marketing Institute/MarketingProfs Content Marketing Activities B2B Organizations Outsource 84% 31% 22% 13% 13% 12% 18% 020406080100 Content Creation Content Technology Measurement Editorial Planning Other Content Distribu

10、tion Content Strategy 20 SPONSORED BY CONTENT CREATION aided list. 2020 B2B Content Marketing Benchmarks, North America: Content Marketing Institute/MarketingProfs 23 SPONSORED BY CONTENT CREATION Research Reports (34%); Print Magazines (24%); Podcasts (21%); Livestreaming Content (10%); Print Books

11、 (9%); and Other (12%). Base: B2B content marketers. Aided list; multiple responses permitted. 2020 B2B Content Marketing Benchmarks, North America: Content Marketing Institute/MarketingProfs Content Types B2B Marketers Used in Last 12 Months (Top 10) 95% 89% 81% 73% 71% 69% 67% 57% 55% 020406080100

12、 Social Media Content (e.g., tweets, stories) Email Newsletters Videos (excluding livestreaming) Webinars/Online Events White Papers 51% Ebooks/Guides Case Studies Infographics/Charts/Photos/Data Viz Blog Posts/Short Articles In-Person Events 25 SPONSORED BY CONTENT CREATION multiple responses permi

13、tted. 2020 B2B Content Marketing Benchmarks, North America: Content Marketing Institute/MarketingProfs 27 SPONSORED BY CONTENT CREATION of that group, 72% use paid social media/promoted posts. Note: 16% of respondents indicated their organization did not use paid distribution channels in the last 12

14、 months. Base: B2B content marketers whose organization used at least one paid distribution channel in the last 12 months. 2020 B2B Content Marketing Benchmarks, North America: Content Marketing Institute/MarketingProfs Paid Content Distribution Channels B2B Marketers Used in Last 12 Months 72% 66%

15、61% 31% 14% 46% 32% 020406080 Social Media Advertising/Promoted Posts Search Engine Marketing (SEM)/Pay-Per-Click Other Banner Ads Promoting Your Content (e.g., ebook, webinar) Partner Emails Promoting Your Content (e.g., ebook, webinar) Sponsorships (e.g., booths, workshops, branding) Native Advert

16、ising/Sponsored Content (not including social media platforms) 28 SPONSORED BY Nearly all B2B marketers use LinkedIn for organic content marketing. LinkedIn is also the top choice among those who use paid social media platforms. Respondents also selected LinkedIn as both the organic and paid social

17、media platform that generates the best content marketing results for their organization. CONTENT CREATION Pinterest (10%); Quora (5%); Reddit (5%); Snapchat (3%); and Other (7%). Other paid social used in last 12 months: Pinterest (2%); Snapchat (2%); Medium (2%); Reddit (1%); Quora (1%); and Other

18、(5%). Base: B2B content marketers whose organization used organic social to distribute content in the last 12 months. Aided list; multiple responses permitted. Base: B2B content marketers whose organization used paid social to distribute content in the last 12 months. Aided list; multiple responses

19、permitted. 2020 B2B Content Marketing Benchmarks, North America: Content Marketing Institute/MarketingProfs 29 SPONSORED BY METRICS PR Mentions/ Media Coverage (39%); Mobile Analytics (e.g., traffic, time spent, conversions) (32%); Sales Effectiveness (e.g., sales cycle time, sales team performance)

20、 (24%); Customer Retention Rates (19%); Customer Satisfaction Metrics (18%); Lifetime Customer Value (12%); and Other (2%). Base: B2B content marketers whose organization uses metrics to measure content performance. Aided list; multiple responses permitted. 2020 B2B Content Marketing Benchmarks, Nor

21、th America: Content Marketing Institute/MarketingProfs 32 SPONSORED BY METRICS however, there are notable year-over-year differences among those using content marketing successfully to nurture, build loyalty, and generate sales/revenue. Goals B2B Marketers Have Achieved by Using Content Marketing Su

22、ccessfully in Last 12 Months METRICS multiple responses permitted. 2020 B2B Content Marketing Benchmarks, North America: Content Marketing Institute/MarketingProfs 34 SPONSORED BY BUDGETS maximum of 3 responses permitted. 2020 B2B Content Marketing Benchmarks, North America: Content Marketing Instit

23、ute/MarketingProfs 41 SPONSORED BY B2B Content Marketing 2020: Benchmarks, Budgets, and TrendsNorth America was produced by Content Marketing Institute (CMI) and MarketingProfs and sponsored by Sitecore. The CMI/MarketingProfs 10th annual content marketing survey, from which the results of this repo

24、rt were generated, was emailed to a sample of marketers using lists from Content Marketing Institute and MarketingProfs. Online survey hosting, data collection, and tabulation was provided by Readex Research. A total of 1,798 recipients from around the globerepresenting a full range of industries, f

25、unctional areas, and company sizesreplied to the survey during June/ July 2019. This report presents the findings from the 679 respondents who indicated: Their organization is a for-profit company in North America, primarily selling products/services to businesses (B2B) Their organization has used c

26、ontent marketing for at least one year They are a content marketer, involved with the content marketing function, and/or someone to whom content marketing reports Find our archive of past reports at B2B Industry Classification Size of B2B Company (by Employees) B2B Content Marketing Job Title/Functi

27、on Small (10-99 Employees) Micro (Fewer than 10 Employees) Medium (100-999 Employees) Large (1,000+ Employees) Marketing Management Content Creation/Management Corporate/Executive Management Marketing Operations Advertising/PR/Comm Management Consulting Other 14% Technology/IT/Software/Hardware Agen

28、cy (Content Marketing, Advertising, Digital, PR) Manufacturing Consulting Professional Services Healthcare/Medical/Pharma/Life Sciences Financial Services Publishing/Media Other 27% 19% 31%28% 22% 19% 11% 8% 9% 4% 4% 4% 14% 34% 29% 14% 7% 6% 2% 8% METHODOLOGY 42 SPONSORED BY Thanks to all the survey

29、 participants who made this research possible and to everyone who helps disseminate these findings throughout the content marketing industry. About Content Marketing Institute Content Marketing Institute (CMI) is the leading global content marketing education and training organization, teaching ente

30、rprise brands how to attract and retain customers through compelling, multichannel storytelling. CMIs Content Marketing World event, the largest content marketing-focused event, is held every fall in Cleveland, Ohio, and ContentTECH Summit event is held every spring in San Diego, California. CMI pub

31、lishes Chief Content Officer for executives and provides strategic consulting and content marketing research for some of the best-known brands in the world. Content Marketing Institute is organized by Informa Tech. To learn more: ContentMarketingI. About MarketingProfs MarketingProfs is a training a

32、nd education company dedicated to helping large organizations, small teams, and individuals execute marketing campaigns that drive real results. MarketingProfs produces training programs, online events, conferences, including the MarketingProfs B2B Forum. More than 600,000 marketers globally trust M

33、arketingProfs as their top marketing resource. About Sitecore Sitecore is the global leader in experience management software that combines content management, commerce, and customer insights. The Sitecore Experience Cloud empowers marketers to deliver personalized content in real time and at scale

34、across every channelbefore, during, and after a sale. More than 5,200 brandsincluding American Express, Carnival Cruise Lines, Dow Chemical, and LOralhave trusted Sitecore to deliver the personalized interactions that delight audiences, build loyalty, and drive revenue. ABOUT ADVERTISEMENT Sitecore

35、and SoDA research shows that publishing personalized content faster or more cost effectively is a priority for over 95% of global marketing leaders. Your customers expect memorable moments at every brand touchpoint. Its a never-ending challenge. We call it “The Content Crisis.” Fortunately, theres a way forward. Check our guides for advice on how to better plan, manage, publish, and organize your content in ways that optimize your ability to deliver high-quality, personalized content consistently and efficiently. TRANSFORM YOUR CONTENT DELIVERY FIND RESOURCES HERE