B2B Small Business Content Marketing
Hello Content Marketers,
Welcome to 2015 B2B Small Business Content Marketing Trends, North America. In this report, we look at how the practices of small business marketers (10-99 employees) in the business-to-business space have changed over the last year. You’ll also find new insights on how content marketing is structured within organizations, how often marketers are publishing new content, initiatives they’re working on, and more. It’s been a year of many changes for content marketing. B2B small business marketers are juggling many competing initiatives and are feeling more challenged in every area of content marketing. They’re also feeling a bit less effective with content marketing overall. The exceptions are marketers who have a documented content marketing strategy: 60% say they are effective at content marketing and they are less challenged in every area. It’s sure to be an interesting year ahead as content marketing continues to become increasingly sophisticated. We look forward to helping you navigate the changes.
Yours in content,
Joe Pulizzi
Founder
Content Marketing Institute
2. 2
Welcome................................................................................................................................................. 3
Usage & Overall Effectiveness.............................................................................................................. 4
Strategy & Organization........................................................................................................................ 6
Goals & Metrics..................................................................................................................................... 10
Content Creation & Distribution........................................................................................................ 13
Budgets & Spending............................................................................................................................ 22
Challenges & Initiatives....................................................................................................................... 24
Comparison Chart: Most Effective vs. Least Effective B2B Small Business Content Marketers........ 30
Comparison Chart: Documented vs. Verbal-Only Content Marketing Strategy.......................... 31
Demographics...................................................................................................................................... 32
About..................................................................................................................................................... 33
TABLE OF CONTENTS
SPONSORED BY
3. Hello Content Marketers,
Welcome to 2015 B2B Small Business Content Marketing Trends, North America. In this
report, we look at how the practices of small business marketers (10-99 employees)
in the business-to-business space have changed over the last year. You’ll also find
new insights on how content marketing is structured within organizations, how often
marketers are publishing new content, initiatives they’re working on, and more.
It’s been a year of many changes for content marketing. B2B small business marketers
are juggling many competing initiatives and are feeling more challenged in every area of
content marketing. They’re also feeling a bit less effective with content marketing overall.
The exceptions are marketers who have a documented content marketing strategy: 60%
say they are effective at content marketing and they are less challenged in every area.
It’s sure to be an interesting year ahead as content marketing continues to become
increasingly sophisticated. We look forward to helping you navigate the changes.
Yours in content,
Joe
Joe Pulizzi
Founder
Content Marketing Institute
3
WELCOME
SPONSORED BY
4. 4
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USAGE & OVERALL EFFECTIVENESS
Does your organization
use content marketing?
86% say yes
Last year, 94% of B2B small business
respondents said they use content marketing.
Back then, we defined content marketing as the
“creation and distribution of educational and/or
compelling content in multiple media formats to
attract and/or retain customers.”
This year, we defined content marketing as
“a strategic marketing approach focused on
creating and distributing valuable, relevant, and
consistent content to attract and retain a clearly
defined audience—and, ultimately, to drive
profitable customer action.”
The new definition—crafted by Content
Marketing Institute in early 2014—better reflects
how content marketing has grown from the mere
“creation and distribution” of content to a formal
business discipline.
PercentageofB2BSmallBusiness
RespondentsUsingContentMarketing
86%
Yes
14%
No
2015 B2B Small Business Content Marketing Trends--North America: Content Marketing Institute/MarketingProfs
5. 5
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USAGE & OVERALL EFFECTIVENESS
Overall, how effective is
your organization at
content marketing?
40% say they are effective
Note: For purposes of our annual survey, we
define effectiveness as “accomplishing your overall
objectives.” Those who rate their organizations
a 4 or 5 (on a scale of 1 to 5, with 5 being “Very
Effective” and 1 being “Not at all Effective”) are the
“most effective” or “best-in-class.” The 1s and 2s
are considered the “least effective,” while the 3s
are neutral.
Last year, 45% of B2B small business
marketers said they were effective at content
marketing. Even though there is a decrease
this year, having a documented content
marketing strategy helps in this regard (60%
of small business marketers who have one
say they are effective).
HowB2BSmallBusinessMarketers
RatetheEffectivenessofTheir
Organization’sUseofContentMarketing
0 10 20 30 40 50
Very Effective 9%
31%
40%
17%
Not At All Effective 1%
5
4
3
2
1
2015 B2B Small Business Content Marketing Trends--North America: Content Marketing Institute/MarketingProfs
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STRATEGY & ORGANIZATION
Does your organization
have a content marketing
strategy?
39% say they have a
documented strategy
The 39% of B2B small business marketers who
have a documented content marketing strategy
are more effective in nearly all aspects of
content marketing than their peers who either
have a verbal-only strategy or no strategy at all.
2015 B2B Small Business Content Marketing Trends--North America: Content Marketing Institute/MarketingProfs
PercentageofB2BSmallBusinessMarketers
WhoHaveaContentMarketingStrategy
0 10 20 30 40 50
Yes, and it is documented 39%
Yes, but it is not documented 47%
No 12%
Unsure 1%
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STRATEGY & ORGANIZATION
How closely does your
content marketing strategy
guide your organization’s
content marketing efforts?
44% say very closely
Having a strategy is one thing—following it
is another. The more effective the B2B small
business marketer, the more likely it is that his
or her organization follows the strategy very
closely (64% of the most effective follow their
strategy very closely).
2015 B2B Small Business Content Marketing Trends--North America: Content Marketing Institute/MarketingProfs
Percentage of B2B Small Business Marketers
Who Say Strategy Guides Efforts
0 10 20 30 40 50 60
Very closely 44%
Somewhat 50%
We rarely use it 4%
Unsure 2%
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STRATEGY & ORGANIZATION
Does your organization
have a dedicated content
marketing group?
49% say yes
Nearly half of B2B small business marketers
said their companies have a dedicated content
marketing group. The percentage is even higher
for the most effective small business marketers
(69%), as well as for those who have a
documented content marketing strategy (69%).
2015 B2B Small Business Content Marketing Trends--North America: Content Marketing Institute/MarketingProfs
Percentage of B2B Small Business Marketers
Who Have a Dedicated Content Marketing Group
0 10 20 30 40 50 60
Yes, and it functions independently as its own unit 10%
Yes, and it works horizontally across the organization silos 39%
No, but planning to have one 14%
No, and no plans to have one that I know of 37%
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STRATEGY & ORGANIZATION
Which area in your
organization is accountable
for content marketing?
23% say demand-gen
marketing
In small B2B companies, content marketing
often falls under demand-gen marketing or
the marketers report directly to the owner or
executive team.
2015 B2B Small Business Content Marketing Trends--North America: Content Marketing Institute/MarketingProfs
AreasAccountablefor
B2BSmallBusinessContentMarketing
Owner/C-level
Product Marketing
Demand Gen Marketing
PR/Corporate Communications
Social Team/Social CRM
Other
No One, Unsure, or No Answer
23%
18%
16%
14%
10%
4%
14%
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GOALS & METRICS
How important are each
of the following content
marketing goals to your
organization?
87% say lead generation is
an important goal
Note: Percentages shown represent marketers
who rated each goal a 4 or 5 on a 5-point scale
where 5 = “Very Important” and 1 = “Not at all
Important.”
Lead generation has replaced brand awareness
as the top goal. Last year, 85% of B2B small
business marketers cited brand awareness and
78% cited lead generation.
Customer evangelism is new to the list this year.
Organizational Goals for
B2B Small Business Content Marketing
0 10 20 30 40 50 60 70 80 90
Lead Generation
Brand Awareness
Engagement
Lead Nurturing
Sales
Customer Retention/Loyalty
Customer Evangelism
Upsell/Cross-sell
87%
83%
80%
78%
75%
67%
56%
49%
2015 B2B Small Business Content Marketing Trends--North America: Content Marketing Institute/MarketingProfs
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Which metrics does your
organization use to assess
content marketing success?
67% say website traffic
Note: Fewer than 30% cited the following
metrics: Benchmark Lift of Company Awareness
(22%), Benchmark Lift of Product/Service
Awareness (19%), Customer Renewal Rates (19%),
and Cost Savings (5%).
Website traffic and sales lead quality were the
two most often cited metrics among B2B small
business marketers last year as well. In 2014,
64% cited website traffic and 57% cited sales
lead quality.
GOALS & METRICS
Metrics for B2B Small Business
Content Marketing Success
0 10 20 30 40 50 60 70
Website Traffic
Sales Lead Quality
Higher Conversion Rates
Sales
SEO Ranking
Sales Lead Quantity
Inbound Links
Time Spent on Website
Qualitative Feedback from Customers
Subscriber Growth
67%
55%
52%
49%
46%
46%
41%
41%
37%
34%
2015 B2B Small Business Content Marketing Trends--North America: Content Marketing Institute/MarketingProfs
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How successful is your
organization at tracking
the ROI of its content
marketing program?
25% say they are successful
This was a new question on the survey this
year. As the percentages show, tracking ROI can
be a challenge. Having a documented content
marketing strategy helps, though, as 38% of the
B2B small business marketers who possess one
say they are successful in this area.
GOALS & METRICS
HowB2BSmallBusinessMarketers
RateTheirOrganization’sSuccess
atTrackingROI
0 10 20 30 40 50
Very Successful 6%
19%
35%
22%
Not At All Successful 7%
We Do Not Track 12%
5
4
3
2
1
2015 B2B Small Business Content Marketing Trends--North America: Content Marketing Institute/MarketingProfs
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Compared with one year
ago, how much content is
your organization creating?
74% are creating more
Last year, 75% said they were creating more
content.
CONTENT CREATION & DISTRIBUTION
2015 B2B Small Business Content Marketing Trends--North America: Content Marketing Institute/MarketingProfs
ChangeinB2BSmallBusiness
ContentCreation(OverLast12Months)
Significantly More
More
Same Amount
Less
Unsure
32%
42%
4%
19%
2%
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How many different
audiences does your
organization target
with separate content
marketing strategies?
The average number is 4
There is a correlation between company
size and the number of audiences targeted.
Generally speaking, the larger the company, the
more audiences it targets.
CONTENT CREATION & DISTRIBUTION
NumberofAudiencesthat
B2BSmallBusinessMarketersTarget
0 10 20 30 40 50
3%
3%
27%
54%
7%
6%
10+
7-10
4-6
2-3
1
Unsure
2015 B2B Small Business Content Marketing Trends--North America: Content Marketing Institute/MarketingProfs
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Which content marketing
tactics does your
organization use?
The average number of
tactics used is 12
Note: Fewer than 45% said they use the following
tactics: eBooks (40%), Microsites (40%), Research
Reports (40%), Branded Content Tools (34%), Books
(29%), Print Magazines (25%), Digital Magazines
(23%), Mobile Apps (22%), Virtual Conferences (21%),
Podcasts (18%), Print Newsletters (16%), and Games/
Gamification (9%).
The percentages shown here are fairly similar to last
year’s. The biggest changes have been with the use of:
• Social media content (other than blogs)—up 5
percentage points (88% last year vs. 93% this year)
• Blogs—up 10 percentage points (77% last year vs.
87% this year)
• Infographics—up 12 percentage points
(48% last year vs. 60% this year).
CONTENT CREATION & DISTRIBUTION
B2B Small Business
Content Marketing Tactic Usage
0 10 20 30 40 50 60 70 80 90 100
Social Media Content – other than blogs
Blogs
eNewsletters
Articles on Your Website
Case Studies
Videos
In-person Events
Illustrations/Photos
Online Presentations
White Papers
Infographics
Webinars/Webcasts
93%
87%
83%
79%
76%
74%
73%
68%
65%
64%
60%
59%
2015 B2B Small Business Content Marketing Trends--North America: Content Marketing Institute/MarketingProfs
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How effective are the
following tactics that
you use?
65% say ebooks and
webinars are effective
These are the 12 tactics that B2B small
business marketers find most effective.
Case studies saw a big decrease this year.
Last year, marketers said they were the most
effective tactic (69% last year vs. 57% this year).
Other tactics that small business marketers
have less confidence in this year are:
• In-person events (67% last year vs. 62%
this year)
• Blogs (65% last year vs. 60% this year)
• eNewsletters (65% last year vs. 60% this year)
Confidence in all of the other tactics decreased
within a few percentage points.
CONTENT CREATION & DISTRIBUTION
eBooks
Webinars/Webcasts
In-person Events
Videos
Blogs
eNewsletters
Research Reports
Case Studies
White Papers
Microsites
Online Presentations
Infographics
Effectiveness Ratings for
B2B Small Business Tactics
0 10 20 30 40 50 60 70 80
65%
65%
62%
61%
60%
60%
58%
57%
57%
55%
55%
53%
2015 B2B Small Business Content Marketing Trends--North America: Content Marketing Institute/MarketingProfs
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Which social media
platforms does your
organization use to
distribute content?
97% use LinkedIn
Average Number Used: 6
Note: Fewer than 20% said they use the following
platforms: Flickr (14%), StumbleUpon (14%),
Foursquare (13%), Tumblr (11%), Vine (10%), and
SnapChat (6%).
As with last year, B2B small business marketers
use an average of 6 social media platforms.
Once again, LinkedIn, Twitter, and Facebook are
the platforms they use most often.
The percentage of marketers using all of the
platforms shown here increased this year,
except for YouTube (75% last year vs. 74% this
year) and Pinterest (which stayed the same).
The biggest increase was with Google+
(61% last year vs. 71% this year).
CONTENT CREATION & DISTRIBUTION
LinkedIn
Twitter
Facebook
YouTube
Google+
SlideShare
Pinterest
Instagram
Vimeo
B2B Small Business Content Marketing
Social Media Platform Usage
0 10 20 30 40 50 60 70 80 90 100
97%
91%
89%
74%
71%
45%
36%
24%
24%
2015 B2B Small Business Content Marketing Trends--North America: Content Marketing Institute/MarketingProfs
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How effective are the
social media platforms
that you use?
60% say LinkedIn is effective
Both last year and this year, 60% of B2B small
business marketers said LinkedIn is effective.
Confidence in Twitter rose by 7 percentage
points (49% last year vs. 56% this year).
The biggest decreases were with SlideShare
(49% last year vs. 41% this year) and Pinterest
(30% last year vs. 24% this year).
CONTENT CREATION & DISTRIBUTION
2015 B2B Small Business Content Marketing Trends--North America: Content Marketing Institute/MarketingProfs
LinkedIn
Twitter
YouTube
SlideShare
Vimeo
Facebook
Pinterest
Instagram
Google+
Effectiveness Ratings for
B2B Small Business
Social Media Platforms
0 10 20 30 40 50 60 70
60%
56%
44%
41%
41%
28%
24%
23%
20%
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How often does your
organization publish new
content that supports
its content marketing
program?
43% say daily or multiple
times per week
The most effective B2B small business
marketers publish new content even more
frequently than the percentages shown here
(55% of the most effective marketers publish
new content daily or multiple times per week).
CONTENT CREATION & DISTRIBUTION
HowOftenB2BSmallBusinessMarketers
PublishNewContent
Daily
Multiple Times per Week
Weekly
Multiple Times per Month
Monthly
Less than Once per Month
14%
29%
18%
17%
11%
9%
2015 B2B Small Business Content Marketing Trends--North America: Content Marketing Institute/MarketingProfs
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Which paid advertising
methods do you use to
promote/distribute
content?
61% use search engine
marketing (SEM)
Average Number Used: 3
This was a new question on the survey this
year. The most effective B2B small business
marketers are more likely to use each of
these paid methods, especially social ads
(57% vs. 49%).
CONTENT CREATION & DISTRIBUTION
2015 B2B Small Business Content Marketing Trends--North America: Content Marketing Institute/MarketingProfs
B2B Small Business
Paid Advertising Usage
0 10 20 30 40 50 60 70
Search Engine Marketing (SEM)
Social Ads (e.g., LinkedIn ads)
Print or Other Offline Promotion
Traditional Online Banner Ads
Promoted Posts (e.g., promoted Tweets)
Native Advertising
Content Discovery Tools
61%
49%
44%
42%
41%
30%
14%
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How effective are the
paid advertising methods
that you use to distribute
content?
Search engine marketing
(SEM) is considered to be
the most effective
Note: Percentages shown represent marketers who
rated each method a 4 or 5 on a 5-point scale where
5 = “Very Effective” and 1 = “Not at all Effective.”
Search engine marketing (SEM) is the paid method
that B2B small business marketers use most often
to promote content, and it’s also the method they
say is most effective.
CONTENT CREATION & DISTRIBUTION
Effectiveness Ratings for
B2B Small Business
Paid Advertising Methods
0 10 20 30 40 50 60 70
Search Engine Marketing (SEM)
Promoted Posts (e.g., promoted Tweets)
Social Ads (e.g., LinkedIn ads)
Native Advertising
Content Discovery Tools
Print or Other Offline Promotion
Traditional Online Banner Ads
50%
42%
42%
39%
35%
32%
27%
2015 B2B Small Business Content Marketing Trends--North America: Content Marketing Institute/MarketingProfs
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Approximately what
percentage of your
organization’s total
marketing budget (not
including staff) is spent on
content marketing?
The average is 29%
While the average percentage of budget spent
on content marketing is 29% (vs. 27% last
year), those who have a documented content
marketing strategy spend more (39%).
BUDGETS & SPENDING
PercentageofTotalMarketingBudget
SpentonB2BSmallBusiness
ContentMarketing
0 10 20 30 40 50
100%
75-99%
50-74%
25-49%
10-24%
1-9%
0%
Unsure
1%
6%
10%
14%
19%
24%
3%
22%
2015 B2B Small Business Content Marketing Trends--North America: Content Marketing Institute/MarketingProfs
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How do you expect your
organization’s content
marketing budget to
change in the next 12
months?
55% say they will increase
spending
More than half of all B2B small business
marketers say they will increase their content
marketing budget (including 53% of those who
say they are least effective).
BUDGETS & SPENDING
2015 B2B Small Business Content Marketing Trends--North America: Content Marketing Institute/MarketingProfs
B2BSmallBusiness
ContentMarketingSpending
(OverNext12Months)
0 10 20 30 40 50
Significantly Increase 8%
Decrease 1%
Increase
Remain the Same
47%
31%
Unsure 12%
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With regard to content
marketing, how challenged
are you with each of the
following?
58% say producing engaging
content is a challenge
B2B small business marketers are more challenged
this year than last in every area shown here.
Technology-related challenges is new on the list
this year, and producing content consistently has
replaced producing enough content.
The greatest increases in terms of challenge
were with:
• Finding trained content marketing professionals
—up 20 percentage points (11% last year vs. 31%
this year)
• Producing engaging content—up 13 percentage
points (45% last year vs. 58% this year)
• Measuring content effectiveness—up 12
percentage points (28% last year vs. 40% this year).
CHALLENGES & INITIATIVES
Challenges that
B2B Small Business Marketers Face
0 10 20 30 40 50 60 70
Producing Engaging Content
Producing Content Consistently
Producing a Variety of Content
Lack of Budget
Measuring Content Effectiveness
FindingTrainedContentMarketingProfessionals
Gaps in Knowledge and Skills of Internal Team
LackofBuy-in/VisionfromHigher-Ups
Lack of Integration Across Marketing
Technology-related Challenges
58%
53%
45%
40%
40%
31%
30%
27%
22%
16%
2015 B2B Small Business Content Marketing Trends--North America: Content Marketing Institute/MarketingProfs
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CHALLENGES & INITIATIVES
Which content marketing initiatives are you working on?
A high percentage are focused on creating more engaging content and converting website visitors.
New this year, we presented marketers with a list of 28 initiatives. We asked them to select one of three options for each:
working on now, plan to begin working on within 12 months, and not a priority.
B2B small business marketers are working on an average of 14 initiatives, and plan to begin working on 7 more, on average,
over the next 12 months.
The highest percentages of B2B small business marketers are presently working on:
Creating more engaging/higher-quality content: 72%
Doing better at converting website visitors: 66%
Organizing content on website: 65%
Finding more/better ways to repurpose content: 64%
Optimizing content: 63%
As for which they plan to begin working on within 12 months, the highest percentages selected:
Better mobile strategy: 33%
Content personalization: 33%
Measuring content marketing ROI: 32%
Content curation strategies: 31%
Developing a documented content marketing strategy: 30%
Progressive profiling: 30%
The initiatives appearing on the following pages are the 12 that received the highest combined percentages of “working on
now” and “plan to begin working on within 12 months.”
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CHALLENGES & INITIATIVES
Better at Converting
Website Visitors Creating Visual Content
Creating More
Engaging/Higher-Quality Content
Now Within 12 Months Not a Priority No Answer
66% 72%18% 61%26%
7%
9%
24%
6%
4% 4% 4%
2015 B2B Small Business Content Marketing Trends--North America: Content Marketing Institute/MarketingProfs
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CHALLENGES & INITIATIVES
Finding More/Better Ways
to Repurpose Content
Now Within 12 Months Not a Priority No Answer
64%23%
9%
4%
Better Understanding of What Content
is Effective—and What Isn’t
57%28%
10%
5%
Optimizing Content
63%
4%
23%
9%
2015 B2B Small Business Content Marketing Trends--North America: Content Marketing Institute/MarketingProfs
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CHALLENGES & INITIATIVES
Better Understanding
of Audience
Organizing Content
on Website
Creating a Greater Variety
of Content
Now Within 12 Months Not a Priority No Answer
62% 65%19% 54%
29%
12% 13%
21%
12%
4% 5% 4%
2015 B2B Small Business Content Marketing Trends--North America: Content Marketing Institute/MarketingProfs
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CHALLENGES & INITIATIVES
Measuring Content
Marketing ROI
Developing an
Email Strategy
Tying Content to
Business Goals
Now Within 12 Months Not a Priority No Answer
50% 62%
19%
54%
25%
15% 16%
32%
13%
5% 4% 5%
2015 B2B Small Business Content Marketing Trends--North America: Content Marketing Institute/MarketingProfs
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COMPARISON CHART
Has a documented content marketing strategy.........................................................................................58%................... 39%................... 12%
Has a content marketing strategy, but it’s not documented.....................................................................38%................... 47%................... 43%
Content marketing strategy very closely guides efforts.............................................................................64%................... 44%................... 18%
Content marketing strategy somewhat guides efforts...............................................................................34%................... 50%................... 64%
Has a dedicated content marketing group.................................................................................................69%................... 49%................... 24%
Is successful at tracking ROI........................................................................................................................45%................... 25%.................... 7%
Average number of tactics used................................................................................................................... 13...................... 12.......................10
Average number of social platforms used.....................................................................................................7........................ 6.........................5
Publishes new content daily or multiple times per week..........................................................................55%................... 43%................... 20%
Percentage of total budget allocated to content marketing......................................................................39%................... 29%................... 15%
Average number of initiatives working on now........................................................................................... 16...................... 14.......................11
Average number of initiatives planning to begin working on within 12 months.........................................6........................ 7.........................9
Most
Effective
Comparison of Most Effective vs. Least Effective
B2B Small Business Content Marketers Total
Sample
Least
Effective
Chart term definitions: A “best-in-class” content marketer (aka “most effective”) is one who rates his or her organization a 4 or 5 in terms of effectiveness on a scale of 1 to 5,
with 5 being “Very Effective” and 1 being “Not at all Effective.” The 1s ands 2s are the “least effective.” The numbers under “average/overall” represent total respondents.
2015 B2B Small Business Content Marketing Trends--North America: Content Marketing Institute/MarketingProfs
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COMPARISON CHART
Considers organization to be effective at content marketing.............................................................................................60%....................33%
Content marketing strategy very closely guides efforts......................................................................................................62%....................29%
Has a dedicated content marketing group..........................................................................................................................69%....................41%
Is successful at tracking ROI.................................................................................................................................................38%....................18%
Average number of tactics used.............................................................................................................................................13........................12
Average number of social platforms used..............................................................................................................................7..........................6
Publishes new content daily or multiple times per week ..................................................................................................58%....................38%
Percentage of total budget allocated to content marketing ..............................................................................................39%....................24%
Average number of initiatives working on now.....................................................................................................................16........................13
Average number of initiatives planning to begin working on within 12 months..................................................................6..........................8
Documented
Strategy
B2B Small Business Marketers
Documented vs. Verbal-Only Content Marketing Strategy Verbal
Strategy
2015 B2B Small Business Content Marketing Trends--North America: Content Marketing Institute/MarketingProfs
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DEMOGRAPHICS
B2B Small Business Content Marketing: 2015 Benchmarks, Budgets, and Trends—North America is produced by Content Marketing
Institute and sponsored by Rainmaker Platform by Copyblogger Media.
The fifth annual content marketing survey, from which the results of this report were generated, was mailed electronically to a sample
of marketers using lists from Content Marketing Institute, MarketingProfs, Brightcove, Blackbaud, the Business Marketing Association
(BMA), EnVeritas Group (EVG), The Association for Data-driven Marketing & Advertising (ADMA), the Direct Marketing Association UK
(DMA), Industry Week, New Equipment Digest,
WTWH Media, and Corporate Financial Group. A
total of 5,167 recipients from around the globe—
representing a full range of industries, functional
areas, and company sizes—responded throughout
July and August 2014.
This report presents the findings from the 580
respondents who said they were B2B small business
marketers (10-99 employees) in North America.
Additional reports based on the
annual survey are available at
www.contentmarketinginstitute.com/research.
Special thanks to MarketingProfs for their
assistance with the annual survey and the B2B
North America and B2C North America reports.
Industry Classification,
B2B Small Business
(10-99 employees)
Job Title/Function,
B2B Small Business
(10-99 employees)
34%
40%
18%
11%
13%
9%
9%
24%
28%
8%
6%
■ Advertising/Communications/
Marketing/PR
■ Technology
■ Manufacturing
■ Consulting
■ Other
■ Marketing/Advertising/
Communications/PR Management
■ Corporate Management/Owner
■ General Management (GM/VP)
■ Content Creation/Management
■ Marketing Administration/Support
■ Other
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33. 33
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