2017年B2B内容营销报告（英文版）_45页-4mb

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

Core Content Marketing Overview

This report, titled B2B Content Marketing Benchmarks, Budgets, and Trends—North America, is the 7th Annual Content Marketing Survey conducted by Content Marketing Institute (CMI) and MarketingProfs. It provides insights into the current state of B2B content marketing practices, strategies, and performance in North America.

Main Findings

Content Marketing Maturity

• Sophisticated/Mature Phase: 28% of organizations are in the sophisticated or mature phase of content marketing maturity.
• Adolescent Phase: 35% are in the adolescent phase, showing early success but facing challenges in integration.
• Young Phase: 26% are in the young phase, experiencing growth pains and struggling to create a cohesive strategy.
• First Steps Phase: 10% are in the first steps phase, experimenting with content marketing without a formal process.

Organizational Structure

• Small Teams: 55% of organizations use small content marketing teams to serve the entire organization.
• Management Changes: 42% have experienced positive management changes that have impacted content marketing.

Success and Commitment

• Success: 62% of marketers report that their organizations are much more or somewhat more successful with content marketing than one year ago.
• Top Performers: 22% of organizations describe their content marketing as extremely or very successful.
• Commitment: 63% of organizations are extremely or very committed to content marketing.

Strategy Development

• Documented Strategy: 37% of organizations have a documented content marketing strategy.
• Ongoing Process: 73% view content marketing as an ongoing business process, not just a campaign.
• Strategy Effectiveness: 34% believe their strategy is extremely or very effective at achieving goals.

Content Creation and Distribution

Content Priorities

• Quality Over Quantity: 76% prioritize content quality over quantity.
• Audience Focus: 69% focus on creating content for their audience rather than their brand.
• Impact on Experience: 71% consider how content impacts the overall experience with their organization.

Content Tactics

• Used Tactics: The most commonly used tactics include blog posts, email marketing, and social media.
• Critical Tactics: Fewer than 30% of marketers believe tactics like infographics, research reports, and online presentations are critical to success in 2017.

Content Distribution Channels

• Common Channels: Email, social media, and websites are the most frequently used channels.
• Channel Importance: Email and social media are considered most important for content marketing success.

Paid Promotion Methods

• Used Methods: Paid search, social media advertising, and email marketing are the most common methods used for content promotion.
• Effectiveness: Marketers rate paid search and social media advertising as the most effective.

Goals and Metrics

Content Marketing Goals

• Lead Generation: 80% of organizations will focus on lead generation as a content marketing goal.
• Other Goals: Brand awareness, customer retention, and content quality are also important.

Metrics Used

• Website Traffic: 78% use website traffic to measure content marketing results.
• Audience Engagement: 75% can demonstrate how content marketing has increased audience engagement.
• ROI Measurement: 88% measure content marketing ROI, with most focusing on the awareness, consideration, and decision phases of the buyer's journey.

Budgets and Spending

• Average Budget Allocation: 29% of total marketing budgets are allocated to content marketing.
• Spending Plans:
  • 39% plan to increase content marketing spending.
  • 45% plan to keep spending at the same level.
  • 16% plan to decrease spending.

Methodology and Demographics

• Survey Sample: The survey was sent to 2,562 marketers globally, with 1,102 specifically from North America.
• Industries Represented: Technology, manufacturing, consulting, publishing/media, banking/financial, healthcare, engineering/ construction, and others.
• Company Sizes: Micro, small, midsize, and large companies were represented.
• Job Titles: Marketing/communications management, corporate management, content creation, marketing staff, and general management.

Key Takeaways

• Content marketing is increasingly seen as a strategic and essential part of B2B marketing.
• Organizations that are more mature and committed to content marketing tend to achieve better results.
• There is a growing emphasis on quality, audience focus, and measurable outcomes.
• Budgets are expected to increase, indicating confidence in the value of content marketing.
• Marketers are increasingly using data-driven metrics and tools to evaluate and improve content marketing performance.