2018北美制造业内容营销报告（英文版）_36页_4mb

2018 Manufacturing Content Marketing Summary

Core Content & Overview

This report, titled "2018 Benchmarks, Budgets, and Trends—North America", is the fifth annual content marketing report by the Content Marketing Institute (CMI) specifically focused on manufacturers. It highlights the current state, challenges, and future expectations of content marketing in the manufacturing sector.

Content Marketing Maturity Levels

The report categorizes manufacturers into five maturity levels based on their content marketing practices:

• Sophisticated/Mature: 4%
• Mature: 18%
• Adolescent: 30%
• Young/First Steps: 34%
• First Steps: 12%

The most successful manufacturers (Sophisticated/Mature) are more likely to:

• Deliver content consistently
• Have realistic expectations
• Value creativity and craft
• Use advanced project management
• Allocate higher budgets to content marketing

Commitment & Success

• 51% of respondents describe their organization as somewhat committed to content marketing.
• 38% are extremely/very committed.
• 11% are not very/not at all committed.
• 55% rate their organization's content marketing approach as moderately successful.
• 14% consider it extremely or very successful.
• 60% believe their content marketing success has increased over the past year.

Content Marketing Strategy

• 19% of respondents have a documented content marketing strategy.
• 80% of those without a strategy plan to develop one within 12 months.
• The presence of a strategy correlates with higher success and maturity levels.

Content Creation & Distribution

• Videos (pre-produced), email, and LinkedIn are rated as the most effective content types.
• Blogs, videos (live-streaming), and case studies are the top three most effective content types.
• Email, blogs, and webinars/webcasts are the top three most effective formats.
• LinkedIn, Twitter, and Instagram are the top three most effective social media platforms.

Budget Allocation

• The average percentage of total marketing budget allocated to content marketing is 22%.
• Budget allocation increases with content marketing maturity:
  • Young/First Steps: 15%
  • Adolescent: 23%
  • Sophisticated/Mature: 32%
• 38% of respondents expect an increase in their content marketing budget in the next 12 months.

Project Management & Team Structure

• 20% of respondents rate the project management flow as excellent/very good.
• 57% have small (or one-person) marketing/content marketing teams.
• 46% outsource at least one content marketing activity, while 42% do not outsource any.

Content Marketing Technologies

• The top two technologies used for content marketing are:
  • Analytics tools (90%)
  • Email marketing-focused technology (78%)
• Other tools include:
  • Webinar/Online Presentation Platforms (20%)
  • Video Tools/Platforms (16%)
  • Digital Asset Management (DAM) Systems (13%)
  • Content Collaboration/Workflow Software (10%)

Content Marketing Metrics & ROI

• 34% of respondents believe their organization does an excellent, very good, or good job aligning metrics with content marketing goals.
• 47% rate it as fair or poor.
• 52% of respondents do not measure content marketing ROI, citing reasons such as:
  • "We need an easier way to do this"
  • "We don’t know how to do this"
• 70% can demonstrate how content marketing has increased audience engagement and lead generation, but fewer can show its impact on sales or cost reduction.

Demographics & Methodology

• The survey was conducted by CMI and sponsored by IEEE GlobalSpec Media Solutions.
• It was based on responses from 1,550 manufacturing marketers from North America.
• The survey was sent to a global sample of marketers using lists from CMI, MarketingProfs, ADMA, WTWH Media, and TFM.
• The average response rate was 22%, with 2,190 recipients surveyed in total.

Key Takeaways

• Content marketing is increasingly adopted by manufacturers.
• Maturity in content marketing is associated with higher success, better strategy, and more consistent delivery.
• Budget allocation and ROI measurement are growing, but many manufacturers still lack the necessary tools and expertise.
• There is a strong emphasis on email, videos, and LinkedIn as key content types and distribution channels.
• Project management and team structure are important factors influencing content marketing success.