2017年B2B内容营销报告（英文版）_43页_4mb

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

Core Content Marketing Overview

The 2017 B2B Content Marketing Benchmarks, Budgets, and Trends—North America report highlights the growth and maturation of content marketing in the B2B sector. The report is authored by the Content Marketing Institute and MarketingProfs, and sponsored by Brightcove. It is based on a survey of 2,562 B2B marketers, with 1,102 respondents specifically from North America.

Key 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 say their organizations are extremely or very committed to content marketing.
• 81% of top performers indicate their organization has a clear understanding of what makes a successful content marketing program.

Content Marketing Maturity Levels

• 28% of organizations are in the sophisticated/mature phase of content marketing maturity.
• 35% are in the adolescent phase, showing early success and increasing sophistication.
• 26% are in the young phase, experiencing growth pains and challenges in developing a cohesive strategy.
• 10% are in the first steps phase, engaging in some content activities but not yet formalizing a process.

Strategy and Planning

• 37% of B2B marketers have a documented content marketing strategy.
• 73% of organizations view content marketing as an ongoing business process rather than a one-time campaign.
• 34% believe their strategy is extremely or very effective at achieving content marketing goals.

Content Creation and Distribution

• 76% prioritize content quality over quantity.
• 71% consider the impact of content on the overall customer experience.
• 69% focus on creating content for their audience rather than their brand.
• 39% allocate an average of 39% of their total marketing budget to content marketing.
• 71% of marketers expect to produce more original content in 2017 compared to 2016.

Tactics and Tools

• The most commonly used content marketing tactics include:
  • Blogging (not listed but implied)
  • Email marketing
  • Social media
  • SEO
  • Webinars
• Less than 50% of B2B marketers use the following tactics:
  • Online presentations (42%)
  • Illustrations/Photos (39%)
  • Research reports (28%)
  • Interactive tools (28%)
  • Print magazines (23%)
  • Digital magazines (17%)
  • Books (15%)
  • Mobile apps (14%)
  • Podcasts (12%)
  • Separate content hubs (10%)
  • Video (10%)
  • Print newsletters (9%)
  • Virtual conferences (8%)
• Fewer than 30% of marketers who use the following tactics believe they will be critical to 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%)
  • Video (4%)
  • Separate content hubs (4%)
  • Podcasts (3%)
  • Print newsletters (2%)
  • Virtual conferences (2%)

Budget and Spending

• The average proportion of the total marketing budget allocated to content marketing is 29%.
• 39% plan to increase content marketing spending over the next 12 months.
• 45% plan to maintain the same level of spending.

Goals and Metrics

• 80% of organizations plan to focus on lead generation as a content marketing goal in the next 12 months.
• 78% use website traffic as a metric to measure content marketing results.
• 75% can demonstrate increased audience engagement through content marketing.
• 88% of top performers measure content marketing ROI.
• 56% of least successful marketers do not measure ROI.

Challenges and Factors Affecting Success

• Factors contributing to increased success:

  • Documented strategy (39%)
  • Meaningful goals and metrics (34%)
  • Experimentation (32%)
  • Commitment to content marketing (28%)

• Factors contributing to stagnant success:

  • Lack of content marketing training (22%)
  • Inadequate content distribution (20%)
  • Content marketing technologies/tools (24%)
  • Program not having enough time to bear fruit (14%)

• Factors contributing to decreased success:

  • Changes in target audience (5%)
  • Other reasons (7%)

Organizational Structure

• 55% of B2B marketers have small content marketing teams that serve the entire organization.

Conclusion

The report indicates that content marketing is maturing in the B2B sector, with a clear majority of marketers committed to and successful with their strategies. Organizations that are further along in their content marketing journey, have a documented strategy, and measure ROI tend to be more successful. However, many marketers still face challenges such as lack of training, inadequate distribution, and difficulty in aligning content marketing with broader organizational goals. The data also suggests a growing trend of allocating more budget to content marketing and focusing on quality over quantity.

Methodology and Demographics

• The survey was conducted with a sample of marketers from Content Marketing Institute, MarketingProfs, ADMA, and WTWH Media.
• Respondents represented a variety of industries, company sizes, and job functions.
• Industry classifications include Technology, Manufacturing, Consulting, Publishing/Media, Banking/Accounting/Financial, Healthcare/Pharmaceuticals, Engineering/Construction/Architecture, and Other.
• Company sizes include Micro (Fewer than 10 Employees), Small (10-99 Employees), Midsize (100-999 Employees), and Large (1,000+ Employees).
• Job titles/functions include Marketing/Advertising/Communications/PR Management, Corporate Management (Owner/President, CEO, CMO), Content Creation/Management, Marketing - Staff/Support, General Management (GM, VP), and Other.

Summary of Top Performers

• Most successful (extremely/very successful):

  • Clear understanding of what makes content marketing successful (81%)
  • High commitment to content marketing (91%)
  • Sophisticated/mature content marketing maturity (72%)
  • Documented content marketing strategy (61%)
  • Effective content marketing strategy (83%)
  • Measure ROI (88%)
  • Allocate 39% of marketing budget to content marketing
  • Realistic about content marketing's capabilities (91%)
  • Ability to adjust strategy quickly (87%)
  • Consistent content delivery (85%)
  • Leadership provides ample time (77%)

• Least successful (minimally/not at all successful):

  • Low commitment (35%)
  • Low content marketing maturity (14%)
  • No documented strategy (13%)
  • No ROI measurement (56%)
  • Low budget allocation (22%)
  • Low clarity on success (14%)
  • Low ability to adjust strategy (41%)
  • Inconsistent content delivery (32%)
  • Leadership does not provide enough time (26%)

The report emphasizes the importance of strategy, commitment, and measurement in achieving content marketing success, while also highlighting the ongoing challenges faced by organizations in the early stages of their content marketing journey.