2018北美技术内容营销趋势（英文版）_38页-2mb

2018 Technology Content Marketing: Benchmarks, Budgets, and Trends—North America Summary

Core Content Marketing Overview

This report provides insights into the state of content marketing in the technology sector in North America in 2018. It includes benchmarks, budgets, and trends, highlighting the progress and challenges faced by technology marketers.

Key Findings

Overall Success and Commitment

• 31% of technology marketers reported their organization's content marketing approach as extremely/very successful, up from 24% in 2017.
• Nearly 70% of respondents indicated their organization is much/somewhat more successful with content marketing compared to one year ago.
• 66% of technology marketers said their leadership team gives them ample time to produce content marketing results, up from 51% in 2017.

Content Marketing Strategy

• 43% of respondents said their organization has a documented content marketing strategy.
• The average number of digital technologies used for content marketing is 5, with the most successful organizations using 5 and the least using 4.
• The top two technologies used are analytics tools (91%) and marketing automation software (75%).

Content Creation and Distribution

• There was a decrease in the percentage of marketers who always/frequently craft content based on specific points of the buyer’s journey (50% vs. 60% last year).
• There was an increase in the percentage who always/frequently prioritize providing the right content to the right person at the right time (63% vs. 49% last year).
• The most effective content types are eBooks/white papers, email, and LinkedIn.
• The most effective content distribution formats are email, social media, and online content hubs.
• The top three social media platforms used are LinkedIn, Twitter, and Facebook.
• The most effective email types are newsletters, partnership emails, and ad hoc newsletters.

Budgets and Spending

• On average, 24% of total marketing budgets are spent on content marketing.
• The most successful organizations spend 30%, while the least spend 17%.
• 42% of total respondents expect their content marketing budget to increase in the next 12 months.
• 54% of those in the "first steps/young" phase of content marketing maturity plan to increase their budget.

Team Organization and Outsourcing

• 33% of respondents said their organization has a centralized content marketing group.
• 67% of technology marketers outsource at least one content creation activity, such as writing, design, or video production.

Goals and Metrics

• 48% of respondents said their organization does an excellent, very good, or good job in aligning metrics with content marketing goals.
• 39% of marketers do not measure content marketing ROI, with the top reason being “we need an easier way to do this” (41%).
• 80% of marketers can demonstrate how content marketing has increased audience engagement and lead generation using metrics.

Methodology and Demographics

• The survey was conducted by the Content Marketing Institute and sponsored by IDG Communications, Inc.
• It was the eighth annual content marketing survey, targeting technology content marketers in North America.
• 2,190 global respondents participated, with 274 specifically from North American for-profit technology organizations.
• The survey included a range of industries, functional areas, and company sizes.

Additional Information

• Company size by employees: Micro (Fewer than 10), Small (10-99), Midsize (100-999), Large (1,000+).
• Revenue of technology organizations: More than $1 Billion, $500,000,001 - $1 Billion, $100,000,001 - $500,000,000, etc.
• Job titles/functions involved in content marketing: Marketing/Advertising/Communications/PR Management, Content Creation/Management, Marketing - Staff/Support, Corporate Management, General Management, Other.

Factors Contributing to Increased Success

• Content Marketing Technologies/Tools (32%)
• Time to bear fruit (30%)
• More budget (28%)
• Content Marketing Training/Education (15%)
• Changes in target audience (7%)
• Outside expertise (5%)
• Other (6%)

Conclusion

The 2018 report highlights a growing commitment to content marketing among technology marketers, with increased success rates and a shift towards more sophisticated strategies and technologies. However, challenges remain in aligning metrics with goals and measuring ROI effectively. The data also shows that outsourcing is common, and the use of analytics and automation tools is widespread. Budgets are expected to increase, indicating a positive outlook for the future of content marketing in the technology sector.