MarketingPros：2017年B2B內容營銷報告(英文版)(45頁)（45頁）.pdf

1、SPONSORED BY 2 CONTENTCONTENT MARKETING MARKETING 2017 Benchmarks, Budgets, and TrendsNorth America Welcome This Years B2B Content Marketing Top Performers At-A-Glance SECTION 1: Usage 43% had no immediate plans to begin using content marketing; and 5% had used content marketing in the past but stop

2、ped. Base = B2B marketers. 89% Yes 11% No Percentage of B2B Marketers Using Content Marketing SPONSORED BY 7 USAGE aided list. SPONSORED BY 8 USAGE aided list. SPONSORED BY 9 USAGE aided list. 48% 9% 42% B2B Management Changes Impacting Content Marketing Yes, had a positive impact Yes, had a negativ

3、e impact No changes SPONSORED BY 10 CLARITY , COMMITMENT aided list. 29% 30% 41% Percentage of B2B Marketers Whose Organizations Have Clarity on Content Marketing Success Yes No Unsure SPONSORED BY 12 CLARITY, COMMITMENT aided list. 30% 6% 1% 41% 22% B2B Organizations Commitment to Content Marketing

4、 Extremely Committed Very Committed Somewhat CommittedNot Very Committed Not At All Committed SPONSORED BY 13 2017 B2B Content Marketing TrendsNorth America: Content Marketing Institute/MarketingProfs CLARITY, COMMITMENT aided list. Note: The survey defined success as achieving your organizations de

5、sired/ 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.” 53% 22% 3% 19% 3% How B2B Marketers Rate the Success of Their Organizations Overall Content Marketing Approach

6、Extremely Successful Very Successful Moderately Successful Minimally Successful Not At All Successful SPONSORED BY 14 2017 B2B Content Marketing TrendsNorth America: Content Marketing Institute/MarketingProfs CLARITY, COMMITMENT aided list. How B2B Marketers Rate Their Organizations Content Marketin

7、g Success Compared With One Year Ago 17% 45% 28% 2% 1% 7% Much More Successful Somewhat More Successful About the Same as One Year Ago Somewhat Less Successful Much Less Successful Does Not Apply (program less than one year old) SPONSORED BY 15 2017 B2B Content Marketing TrendsNorth America: Content

8、 Marketing Institute/MarketingProfs CLARITY, COMMITMENT multiple responses permitted. Other reasons cited: Content Marketing Technologies/Tools (28%), More Budget for Content Marketing (25%), Content Marketing Training/Education (23%), We Have Given Our Efforts Time to Bear Fruit and Are Now Getting

9、 Results (21%), Assistance of Outside Expertise (10%), Changes in Target Audience (7%), and Other (3%). Factors Contributing to B2B Marketers Increased Success Over the Last Year 85% 72% 53% 50% Content Creation (higher quality, more efcient) Strategy (development or adjustment) Content Marketing Ha

10、s Become a Greater Priority Spending More Time on Content Marketing Content Distribution (better targeting, identifcation of what works) Management/HR (organizational changes, stafng, new content marketing roles) Content Measurement (growing in ability to show results) 53% 43% 42% SPONSORED BY 16 20

11、17 B2B Content Marketing TrendsNorth America: Content Marketing Institute/MarketingProfs CLARITY, COMMITMENT multiple responses permitted. Other reasons cited: Content Marketing Technologies/Tools lack of, or new systems that require a learning curve (24%), Lack of Content Marketing Training/Educati

12、on (22%), Lack of Adequate or Effective Content Distribution (20%), Program Hasnt Had Enough Time to Bear Fruit/Produce Results (14%), Changes in Target Audience (5%), and Other (7%). Factors Contributing to B2B Marketers Stagnant Success Over the Last Year 52% Not Enough Time Devoted to Content Mar

13、keting Content-Creation Challenges Strategy Issues (lack of strategy, developing/adjusting strategy) Management/HR (organizational changes, stafng issues) Content Marketing Budget Issues (inadequate budget, budget cuts) Content Marketing Not Prioritized Highly Enough Content Measurement Challenges 4

14、9% 49% 38% 37% 34% 32% SPONSORED BY 17 2017 B2B Content Marketing TrendsNorth America: Content Marketing Institute/MarketingProfs CLARITY, COMMITMENT multiple responses permitted. Other reasons cited: Changes in Target Audience (20%), Lack of Adequate or Effective Content Distribution (20%), Lack of

15、 Content Marketing Training/ Education (20%), Content Measurement Challenges (13%), Content Marketing Technologies/Tools lack of, or new systems that require a learning curve (10%), Program Hasnt Had Enough Time to Bear Fruit/Produce Results (10%), and Other (23%). Factors Contributing to B2B Market

16、ers Decreased Success Over the Last Year 57% Not Enough Time Devoted to Content Marketing Content-Creation Challenges Strategy Issues (lack of strategy, developing/adjusting strategy) Management/HR (organizational changes, stafng issues) Content Marketing Budget Issues (inadequate budget, budget cut

17、s) Content Marketing Not Prioritized Highly Enough 47% 43% 40% 33% 27% SPONSORED BY 18 CLARITY, COMMITMENT aided list. Base = Content marketers; aided list. B2B Marketers Opinions About Content Marketing 88%8% 4% 78%13%9% 74%14%12% 72%13%15% 68%17%15% 68%18%14% 66%18%16% 52%24%24% Content marketing

18、is an important component of our organizations marketing program Our organization is focused on providing an overall exceptional experience for our audience Our organization is focused more on building long-term relationships than on getting quick (campaign-like) results from our content marketing O

19、ur organization values creativity and craft in content creation and production Our organization is focused on building audiences (building one or more subscriber bases) Our organization has realistic expectations about what content marketing can achieve We are able to respond quickly when necessary

20、to adjust our content marketing strategy Our leadership team gives us ample time to produce content marketing results Agree Neither Agree Nor Disagree Disagree SPONSORED BY 19 CONTENT MARKETING STRATEGY 37% Have a documented content marketing strategy 73% 34% Say their strategy includes a plan to op

21、erate content marketing as an ongoing business process, not simply a campaign Say their strategy is extremely or very effective at helping their organization achieve its current content marketing goals SPONSORED BY 20 CONTENT MARKETING STRATEGY 2017 B2B Content Marketing TrendsNorth America: Content

22、 Marketing Institute/MarketingProfs Does your organization have a content marketing strategy? Base = Content marketers; aided list. 41% 4% 37% 17% Percentage of B2B Marketers Who Have a Content Marketing Strategy Yes, and it is documented No, with no plans to have one within 12 months Yes, but it is

23、 not documented No, but plan to have one within 12 months SPONSORED BY 21 CONTENT MARKETING STRATEGY 2017 B2B Content Marketing TrendsNorth America: Content Marketing Institute/MarketingProfs Which of the following elements are included in your content marketing strategy? Base = Content marketers wh

24、o have a content marketing strategy. Aided list; multiple responses permitted. Elements B2B Marketers Include in Their Content Marketing Strategy 73% A plan to operate content marketing as an ongoing business process, not simply a campaign Content mission and a diferentiated story/value to deliver D

25、eep understanding of audience personas A process to align with other sales/ marketing/loyalty initiatives Well-defned business goals for content A measurement plan to provide both insight and progress toward the business goals The ability to scale over time (i.e., to grow along with your organizatio

26、n) Other elements Unsure 59% 57% 55% 54% 51% 35% 18% 3% SPONSORED BY 22 CONTENT MARKETING STRATEGY 2017 B2B Content Marketing TrendsNorth America: Content Marketing Institute/MarketingProfs How effective is your content marketing strategy at helping your organization achieve its current content mark

27、eting goals? Base = Content marketers who have a content marketing strategy; aided list. 54% 10% 0% 29% 5% How B2B Marketers Rate the Eff ectiveness of Their Content Marketing Strategy Extremely Eff ective Very Eff ective Moderately Eff ective Minimally Eff ective Not At All Eff ective SPONSORED BY

28、23 CONTENT MARKETING STRATEGY 2017 B2B Content Marketing TrendsNorth America: Content Marketing Institute/MarketingProfs How effective is your content marketing strategy compared with one year ago? Base = Content marketers who have a content marketing strategy; aided list. How B2B Marketers Rate the

29、 Eff ectiveness of Their Content Marketing Strategy Compared With One Year Ago 24% 46% 23% 2% 0% 5% Much More Eff ective Somewhat More Eff ective About the Same as One Year Ago Somewhat Less Eff ective Much Less Eff ective Does Not Apply (program less than one year old) SPONSORED BY 24 CONTENT CREAT

30、ION multiple responses permitted. Fewer than 40% of B2B marketers said they use the following tools: Measurement KPIs/Dashboard (36%), Media Plan/Paid Advertising Calendar (32%), Editorial Mission Statement (18%), Content Collaboration/ Workflow Software (13%), Digital Asset Management (DAM) System/

31、File Storage (11%), Content Distribution Software (9%), Content Planning/Creation Software (8%), and Other (5%). B2B Marketers Content Marketing Tool Usage 79% Social Media Guidelines Buyer Personas Marketing Automation Software Brand Style/Tone of Voice Guidelines Social Media Calendar Content Mana

32、gement System Editorial Calendar Dedicated Email Platform Analytics Tools 64% 62% 56% 56% 51% 51% 47% 43% : SPONSORED BY 26 2017 B2B Content Marketing TrendsNorth America: Content Marketing Institute/MarketingProfs CONTENT CREATION multiple responses permitted. Fewer than 35% of B2B marketers said t

33、hey use the following techniques: Database Analysis (31%), Qualitative Primary Research (28%), Quantitative Primary Research (27%), Auditing Existing Buyer Data (24%), Expert Advisory Boards (11%), Usability Testing (11%), and Other (1%). 3% said they do not use techniques. Techniques B2B Marketers

34、Use to Learn About Audience(s) for Content Marketing Purposes 58% Secondary Data Analysis A/B Testing Customer Feedback/Panels Social Listening Competitive Analysis Employee Feedback Keyword Search Website Analysis 57% 50% 47% 44% 42% 40% 37% SPONSORED BY 27 CONTENT CREATION aided list. 25% 2% 3% 70

35、% Expected Change in B2B Content Creation (2016 vs. 2017) More Same Amount Less Unsure SPONSORED BY 28 CONTENT CREATION multiple responses permitted. Fewer than 50% of B2B marketers said they use the following tactics: Online Presentations (42%), Illustrations/Photos (39%), Research Reports (28%), I

36、nteractive Tools (28%), Print Magazines (23%), Digital Magazines (17%), Books (15%), Mobile Apps (14%), Podcasts (12%), Separate Content Hubs (10%), Video live-streaming media (10%), Print Newsletters (9%), Virtual Conferences (8%), and Other (12%). B2B Marketers Content Marketing Tactic Usage 83% W

37、ebinars/Webcasts Infographics Video (pre-produced) Ebooks/White Papers In-Person Events Email Newsletters Blogs Social Media Content 80% 77% 65% 60% 58% 58% 68% Average Number Used: 8 SPONSORED BY 29 CONTENT CREATION multiple responses permitted. Fewer than 30% of B2B marketers whose organizations u

38、se the following tactics said the tactic will be critical to overall content marketing success in 2017: Infographics (15%), Research Reports (12%), Online Presentations (11%), Interactive Tools (9%), Illustrations/Photos (7%), Print Magazines (6%), Digital Magazines (5%), Books (4%), Mobile Apps (4%

39、), Video live- streaming media (4%), Separate Content Hubs (4%), Podcasts (3%), Print Newsletters (2%), Virtual Conferences (2%), and Other (4%). Tactics Used That B2B Marketers Say Will be Most Critical to Content Marketing Success in 2017 52% Webinars/Webcasts Video (pre-produced) Ebooks/White Pap

40、ers In-Person Events Email Newsletters Blogs Social Media Content 40% 40% 36% 32% 30% 38% SPONSORED BY 30 CONTENT CREATION aided list. How Often B2B Marketers Consider Various Concepts While Creating Content 76%20%4% 71%22%7% 69%23%8% 64%26%10% 58%28%14% 53%32%15% 50%34%16% Prioritize delivering con

41、tent quality over content quantity Consider how our content impacts the overall experience a person has with our organization Diferentiate our content from our competitions Focus on creating content for our audience versus our brand Deliver content consistently Craft content based on specifc points

42、of the buyers journey Prioritize providing the right content to the right person at the right time Always/Frequently Sometimes Rarely/Never SPONSORED BY 31 CONTENT CREATION multiple responses permitted. Fewer than 25% of B2B marketers said they use the following channels: Pinterest (14%), Medium (6%

43、), Snapchat (3%), iTunes (3%), Tumblr (2%), and Other (18%). Channels B2B Marketers Use to Distribute Content 93% Instagram SlideShare Print Google+ YouTube Facebook Twitter LinkedIn Email 89% 77% 59% 35% 30% 26% 26% 76% Average Number Used: 6 SPONSORED BY 32 CONTENT CREATION multiple responses perm

44、itted. Note: Percentages comprise marketers who rated each channel a 4 or 5 on a 5-point scale where 5 = Extremely Important and 1 = Not At All Important. Importance ratings for Pinterest, Medium, Snapchat, iTunes, and Tumbler are not reported due to low incidence of use. Channels B2B Marketers Use

45、to Distribute Content Rated by Importance to Overall Content Marketing Success 91% Facebook Instagram Google+ YouTube Twitter SlideShare LinkedIn Email Print 71% 58% 55% 40% 38% 30% 16% 56% SPONSORED BY 33 CONTENT CREATION multiple responses permitted. Paid Methods B2B Marketers Use to Promote Conte

46、nt 84% Traditional Online Banner Ads Native Advertising Do Not Use Print or Other Ofine Promotion Search Engine Marketing Social Promotion 67% 58% 41% 18% 8% 55% Average Number Used: 3 Content Discovery Tools SPONSORED BY 34 CONTENT CREATION multiple responses permitted. Note: Percentages comprise m

47、arketers who rated each paid method a 4 or 5 on a 5-point scale where 5 = Extremely Effective and 1 = Not At All Effective. The survey defined effectiveness as accomplishing your content marketing objectives. Paid Methods B2B Marketers Use to Promote Content Rated by Eff ectiveness Print or Other Of

48、ine Promotion Native Advertising Traditional Online Banner Ads Content Discovery Tools Social Promotion Search Engine Marketing54% 50% 27% 24% 24% 35% SPONSORED BY 35 GOALS multiple responses permitted. Fewer than 45% of B2B marketers cited the following goals: Customer Evangelism/ Creating Brand Ad

49、vocates (42%), Upsell/Cross-Sell (38%), Cost Savings (16%), and Other (2%). Organizational Goals for B2B Content Marketing Over Next 12 Months Customer Retention/Loyalty Building an Audience via Subscription Growth Engagement Lead Nurturing Sales Brand Awareness Lead Generation80% 79% 66% 62% 56% 52% 71% SPONSORED BY 37 GOALS multiple responses permitted. Fewer than 35% of B2B marketers said they use the following metrics: Qualitative Feedback from Customers (33%), Inbound Links (32%), Data Capture (28%), Custom