CMI-2017年B2B内容营销报告（英文）-2018.1-45页-4mb

报告摘要

B2B Content Marketing Summary: 2017 Benchmarks, Budgets, and Trends—North America

Core Content Marketing Overview

The 2017 B2B Content Marketing Benchmarks, Budgets, and Trends report provides insights into the current state of content marketing practices among B2B marketers in North America. The report highlights the growing maturity and effectiveness of content marketing strategies, with a clear focus on quality, audience engagement, and measurable outcomes.

Main Findings

Overall Success and Commitment

62% of B2B marketers report that their organizations are much more or somewhat more successful with content marketing than one year ago.
91% of marketers indicate that their organizations are extremely or very committed to content marketing.
81% of organizations have clarity on what an effective content marketing program looks like, while only 14% do not.
88% measure content marketing ROI, and 72% allocate 39% of their total marketing budget to content marketing.

Content Marketing Maturity Levels

6% of organizations are in the Sophisticated/Mature phase, characterized by accurate measurement and scaling.
35% are in the Adolescent phase, experiencing growth pains and challenges in strategy and measurement.
26% are in the Young phase, developing a business case and seeing early success.
10% are in the First Steps phase, experimenting with content marketing without a formal process.

Strategy and Execution

37% of organizations have a documented content marketing strategy.
73% operate content marketing as an ongoing business process, not just a campaign.
34% find their strategy extremely or very effective.
76% prioritize content quality over quantity.
71% consider how content impacts the overall customer experience.
69% focus on audience rather than brand.

Content Creation and Distribution

Online Presentations (42%), Illustrations/Photos (39%), Research Reports (28%), Interactive Tools (28%), and Print Magazines (23%) are less commonly used.
Content hubs, video, and print newsletters are also underutilized.
Paid promotion methods such as search engine marketing (74%), email marketing (65%), and social media advertising (63%) are widely used.
Website traffic is the most commonly used metric to measure content marketing results, with 78% using it.
Lead generation is the top content marketing goal for 80% of organizations.

Challenges and Stagnation

24% cite content marketing technologies/tools as a barrier to success.
22% mention lack of training/education.
20% point to inadequate content distribution.
14% state that the program hasn't had enough time to bear fruit.
5% mention changes in the target audience.
7% cite other reasons for stagnation.

Budget Allocation and Spending

On average, 29% of total marketing budgets are allocated to content marketing.
39% plan to increase content marketing spending in the next 12 months.
45% plan to maintain current spending levels.
16% plan to decrease spending.

Key Insights

Organizations with a clear strategy and commitment are more likely to achieve success.
Content quality and audience focus are more important than quantity.
Measurement and ROI tracking are increasingly common, with website traffic being the primary metric.
Lead generation is a top priority for B2B marketers.
Early adopters are more successful than those in the initial phases.
Budgets are growing, indicating a positive outlook on content marketing's value.

Conclusion

The 2017 report underscores the maturation of content marketing in the B2B space, with a clear shift towards strategic, audience-focused, and measurable approaches. Marketers who have established a documented strategy, are committed, and prioritize quality over quantity are more likely to succeed. However, challenges such as lack of training, inadequate tools, and poor distribution remain for many organizations. The report also highlights a positive trend in budget allocation and spending, reflecting the growing importance of content marketing in the B2B landscape.

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