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TECHNOLOGYB2B TECHNOLOGY
CONTENT MARKETING
2016:Benchmarks,Budgets,
andTrends—NorthAmerica
Welcome..................................................................................................................................................................3
■	Section 1: Usage & Effectiveness.................................................................................................................4
■	Section 2: Strategy & Organization............................................................................................................8
■	Section 3: Content Creation & Distribution..........................................................................................12
■	Section 4: Goals & Metrics...........................................................................................................................20
■	Section 5: Budgets & Spending.................................................................................................................23
■	Section 6: Challenges & Priorities............................................................................................................25
■	Comparison Chart: Most Effective vs. Least Effective Technology Marketers ........................27
■	Comparison Chart: Differences Between B2B Technology Content Marketers and
B2B Content Marketers Overall ...............................................................................................................28
■	Demographics.................................................................................................................................................29
■	About..................................................................................................................................................................30
TABLE OF CONTENTS
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WELCOME
Hello Content Marketers,
Welcome to our yearly report on the content marketing practices of business-to-business
(B2B) technology content marketers in North America. Here you’ll see how technology
marketers replied to our sixth annual content marketing survey, and how the results
compare with the 2015 findings.
A new question about content marketing maturity level revealed that 71% of technology
marketers who say their organizations are effective at content marketing are in the
“sophisticated/mature” phase, indicating that success grows with experience.
Other key findings include:
Read on for more information that we hope you find useful in executing your own
content marketing strategy.
Yours in content,
Joe
Joe Pulizzi
Founder
Content Marketing Institute
• 36% of technology marketers have a
documented content marketing strategy
(up from 33% last year), a proven tool for
improving content marketing effectiveness
• Effectiveness ratings for most content
marketing tactics, social media platforms,
and paid methods of content promotion/
distribution are higher than they were
last year
• Technology marketers allocate 29% of
their total budget, on average, to content
marketing (vs. 25% last year)
• 62% say producing engaging content is
their greatest content marketing challenge
(and accordingly, 70% are focused on
creating more engaging content)
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3
*As reported in B2B Content Marketing 2016: Benchmarks, Budgets, and Trends—North America.
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4
USAGE  EFFECTIVENESS
Does your organization
use content marketing?
Last year, 93% of technology marketers said they
use content marketing.
Content marketing is defined 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.”
95%
Yes
5%
No
Percentage of
Technology Respondents
Using Content Marketing
SAY YES
95%
2016 B2B Technology Trends, North America: Content Marketing Institute/MarketingProfs
USAGE  EFFECTIVENESS
How would you describe
your organization’s content
marketing maturity level?
This was a new question this year. In general,
effectiveness levels are greater among technology
organizations that have higher levels of content
marketing maturity. Among those who reported
being the most effective:
• 71% were in the sophisticated/mature phase
• 24% were in the adolescent phase
• 5% were in the young/first steps phase
SAY SOPHISTICATED
OR MATURE
33%SOPHISTICATED
MATURE
ADOLESCENT
FIRST STEPS
YOUNG
Providing accurate measurement to the
business, scaling across the organization
Finding success, yet
challenged with integration
across the organization
Have developed a business case,
seeing early success, becoming more
sophisticated with measurement and scaling
Growing pains, challenged
with creating a cohesive strategy
and a measurement plan
Doing some aspects of content,
but have not yet begun to make
content marketing a process
7%
8%
26%
32%
26%
How Technology Marketers Assess
Their Content Marketing Maturity Level
2016 B2B Technology Trends, North America: Content Marketing Institute/MarketingProfs
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5
USAGE  EFFECTIVENESS
Overall, how effective
is your organization
at content marketing?
Last year, 34% of technology marketers said their
organizations were effective at content marketing.
Having a documented content marketing strategy
helps in this regard: 48% of technology marketers
who have one say their organizations are effective
at content marketing.
How Technology Marketers Rate the
Effectiveness of Their Organization’s
Use of Content Marketing
VeryEffective3%5
19%2
NotatAllEffective3%1
27%4
47%3
SAY THEY ARE
EFFECTIVE
30%
Note:Forthissurvey,wedefineeffectivenessas“accomplishingyouroverall
objectives.”Werefertothosewhoratetheirorganizationsasa4or5(onascaleof
1to5,with5being“VeryEffective”and1being“NotatAllEffective”)asthe“most
effective”or“best-in-class”marketers.The1sand2sareconsideredthe“least
effective,”whilethe3sareneutral.
2016 B2B Technology Trends, North America: Content Marketing Institute/MarketingProfs
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*As reported in B2B Content Marketing 2016: Benchmarks, Budgets, and Trends—North America.
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7
USAGE  EFFECTIVENESS
In your organization,
is it clear what an effective
or successful content marketing
program looks like?
This was a new question this year. The most
effective technology marketers were more likely
than the overall sample to report clarity around
content marketing success (74% vs. 45%).
Percentage of Technology Marketers
Whose Organizations Have Clarity
on Content Marketing Success
Unsure20%
No35%
Yes45%
SAY YES
45%
2016 B2B Technology Trends, North America: Content Marketing Institute/MarketingProfs
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8
STRATEGY  ORGANIZATION
Does your organization have a
content marketing strategy?
Last year, 33% of technology marketers said they
had a documented content marketing strategy,
50% had a verbal-only strategy, and 14% had no
strategy.
A documented content marketing strategy
influences overall effectiveness: 57% of the most
effective technology content marketers have a
documented strategy. By comparison, only 10% of
the least effective have a documented strategy.
Technology marketers who have a documented
content marketing strategy get better results with
many of the tactics, social media platforms, and
paid advertising methods they use (i.e., they rate
them as more effective).
47%
Yes, but
it is not
documented
Unsure
No
Yes,
and it is
documented
36%
13%
4%
Percentage of
Technology Marketers Who Have
a Content Marketing Strategy
HAVE A DOCUMENTED
CONTENT MARKETING
STRATEGY36%
2016 B2B Technology Trends, North America: Content Marketing Institute/MarketingProfs
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STRATEGY  ORGANIZATION
Does your organization
have an editorial mission
statement for the primary
audience you target?
This was a new question this year.
44% of the most effective technology marketers
have a documented editorial mission statement.
In contrast, 59% of the least effective do not have
a documented editorial mission or are unsure.
Yes, and it is
documented
No
Yes, but
it is not
documented
32%
28%
32%
Unsure8%
Percentage of
Technology Marketers Who Have
an Editorial Mission Statement HAVE A DOCUMENTED
EDITORIAL MISSION
STATEMENT28%
2016 B2B Technology Trends, North America: Content Marketing Institute/MarketingProfs
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STRATEGY  ORGANIZATION
How often does your
team meet (either in person
or virtually) to discuss the
progress/results of your
content marketing program?
When compared with the overall sample, the
most effective technology marketers meet more
frequently (64% of the most effective technology
marketers meet daily or weekly).
SAY DAILY
OR WEEKLY
48%
2016 B2B Technology Trends, North America: Content Marketing Institute/MarketingProfs
How Often Technology Marketers
Meet to Discuss Their
Content Marketing Program
8%
14%
14%
10%
5%
9%
40%
Monthly
Onlywhenit
isnecessary
Other
Biweekly
Daily
Weekly
Quarterly
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STRATEGY  ORGANIZATION
How valuable are
team meetings in helping
your organization to be
more effective at
content marketing?
When compared with the overall sample,
the most effective technology marketers are
extracting more value from their content
marketing meetings (80% of the most effective
say meetings are valuable).
SAY MEETINGS
ARE VALUABLE
58%
2016 B2B Technology Trends, North America: Content Marketing Institute/MarketingProfs
How Technology Marketers
Perceive the Value of Internal
Content Marketing Meetings
20%
34%
38%
6%
0%
ExtremelyValuable
VeryValuable
SomewhatValuable
NotVeryValuable
NotatAll Valuable
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CONTENT CREATION  DISTRIBUTION
Compared with 2015,
how much content
will your organization
produce in 2016?
While 75% of technology marketers (overall)
plan to produce more content in 2016 vs. 2015,
the percentage is higher among companies with
1 to 9 employees (83%) and those that are in the
young/first steps of content marketing (80%).
In terms of effectiveness, 71% of the most
effective plan to produce more content vs.
82% of the least effective.
Less
SameAmount
More 75%
21%
2%
Unsure
Expected Change in
Technology Marketers’
Content Creation
(2015 vs. 2016)
2%
SAY THEY WILL
PRODUCE MORE
75%
2016 B2B Technology Trends, North America: Content Marketing Institute/MarketingProfs
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CONTENT CREATION  DISTRIBUTION
Which content marketing
tactics does your
organization use?
Like last year:
• Technology marketers use an average of
14 content marketing tactics
• Social media content (other than blogs), blogs,
and case studies are the top three most often
cited tactics
The use of all of the tactics shown on the
accompanying chart either increased or decreased
within three percentage points over the last year.
The exceptions are:
• White papers, which stayed the same
• eNewsletters (87% last year vs. 82% this year)
• Articles on your website (81% last year vs.
75% this year)
• Illustrations/photos (68% last year vs. 75%
this year, representing the greatest increase
among all tactics)
Technology Marketers’ Content
Marketing Tactic Usage
Social Media Content – other than blogs 96%
Blogs 92%
Case Studies 91%
In-Person Events 85%
Webinars/Webcasts 85%
White Papers 83%
eNewsletters 82%
Articles on Your Website 75%
Illustrations/Photos 75%
Infographics 75%
Online Presentations 72%
Average
Number
Used
14
Videos 89%
USE SOCIAL MEDIA
CONTENT
96%
2016 B2B Technology Trends, North America: Content Marketing Institute/MarketingProfs
Note: Fewerthan60%oftechnologymarketerssaidtheyusethefollowingtactics:Research
Reports(58%),eBooks(55%),Microsites/SeparateWebsiteHubs(50%),BrandedContent
Tools(44%),Books(34%),VirtualConferences(31%),MobileApps(29%),PrintMagazines
(28%),DigitalMagazines(24%),Podcasts(24%),PrintNewsletters(15%),andGames/
Gamification(13%).
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14
CONTENT CREATION  DISTRIBUTION
How effective are the tactics
your organization uses?
Of all the content marketing tactics they use,
those shown on the accompanying chart are the
10 that technology marketers say are most
effective. Like last year, in-person events are
rated the most effective.
Respondents reported higher effectiveness
this year for all the tactics shown on the chart,
except for research reports, which decreased
by three percentage points.
eBooks 62%
Technology Marketers’
Effectiveness Ratings for
Content Marketing Tactics
In-Person Events
Case Studies
75%
72%
69%
Videos
Webinar/Webcasts
69%
White Papers 67%
Online Presentations 61%
Blogs 60%
eNewsletters 60%
Research Reports 65%
SAY IN-PERSON
EVENTS
ARE EFFECTIVE75%
2016 B2B Technology Trends, North America: Content Marketing Institute/MarketingProfs
Note:Percentagescomprisemarketerswhoratedeachcontenttacticas4or5ona5-pointscale
where5=“VeryEffective”and1=“NotatAllEffective.”
Note:Additionalcontenttacticswitheffectivenessratingsinclude:
Infographics(57%),ArticlesonYourWebsite(56%),Microsites/
SeparateWebsiteHubs(54%),MobileApps(52%),Illustrations/
Photos(50%),SocialMediaContent–otherthanBlogs(50%),Virtual
Conferences(49%),BrandedContentTools(48%),Books(45%),
Podcasts(39%),DigitalMagazines(24%),Games/Gamification(22%),
PrintMagazines(21%),andPrintNewsletters(19%).
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15
CONTENT CREATION  DISTRIBUTION
Which social media platforms
does your organization
use to distribute content?
Technology marketers use an average of six social
media platforms, the same as last year. LinkedIn
is still the platform they use the most (98% last
year vs. 95% this year). Use of each of the other
platforms shown on the accompanying chart
either increased or decreased slightly (within three
percentage points) over last year.
Technology Marketers’
Social Media Platform Usage
LinkedIn
Twitter
Facebook
95%
94%
89%
YouTube 81%
Google+ 69%
Average
Number
Used
6
USE LinkedIn
95%
2016 B2B Technology Trends, North America: Content Marketing Institute/MarketingProfs
Note: Fewerthan50%oftechnologymarketerssaidtheyusethefollowingsocial
mediaplatforms:SlideShare(46%),Instagram(29%),Vimeo(23%),Pinterest(21%),
iTunes(10%),Tumblr(6%),Medium(6%),Vine(6%),Periscope(5%),andSnapchat
(5%).
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CONTENT CREATION  DISTRIBUTION
How effective are the
social media platforms
your organization uses?
As they did last year, technology marketers said
LinkedIn, Twitter, and YouTube are the most
effective social media platforms they use. The
effectiveness rating for all three increased over
last year; LinkedIn increased the most (64% last
year vs. 72% this year). The effectiveness rating for
Facebook stayed the same. Google+ decreased
from 15% last year to 7% this year.
Technology Marketers’
Effectiveness Ratings for
Social Media Platforms
LinkedIn
Twitter
YouTube
72%
60%
52%
Facebook 23%
7%Google+
SAY LinkedIn
IS EFFECTIVE
72%
2016 B2B Technology Trends, North America: Content Marketing Institute/MarketingProfs
Note: Percentagescomprisemarketerswhoratedeachsocialmediaplatform
as4or5ona5-pointscalewhere5=“VeryEffective”and1=“NotatAllEffective.”
Note: Theeffectivenessratingsforplatformsthathadlowerusagerateswerereported
asfollows:Vimeo(46%),SlideShare(40%),Instagram(11%),andPinterest(6%).
Effectivenessratingsforadditionalsocialmediaplatformsarenotreportedheredueto
lowincidenceofuse.
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CONTENT CREATION  DISTRIBUTION
Which paid advertising
methods does your
organization use to
promote/distribute content?
Like last year:
• Technology marketers use an average of four
paid methods to promote/distribute content
• SEM is the most often used method (75% last
year and this year)
The other percentages shown on the
accompanying chart are similar to those
reported last year, with one exception: the use
of promoted posts increased from 50% last
year to 58% this year.
Technology Marketers’
Paid Advertising Usage
Average
Number
Used
4
58%
75%
64%Traditional Online Banner Ads
Native Advertising
(long-form paid content
placement on external sites)
46%
Content
Discovery
Tools
16%
51%
60%
Search Engine Marketing (SEM)
Social Ads
(e.g., Facebook ads,
LinkedIn ads)
Promoted Posts
(e.g., Facebook promoted posts, promoted Tweets)
Print or Other Offline Promotion
2016 B2B Technology Trends, North America: Content Marketing Institute/MarketingProfs
USE SEM
75%
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CONTENT CREATION  DISTRIBUTION
How effective are the paid
advertising methods your
organization uses to
promote/distribute content?
Technology marketers reported greater effectiveness
this year with all of the paid methods of content
promotion/distribution shown on the accompanying
chart, except for native advertising, which stayed the
same.
Like last year, search engine marketing (SEM) was said
to be most effective (48% last year vs. 56% this year).
The greatest increase was for social ads (38% last
year vs. 49% this year). As for the others:
• Promoted posts increased from 40% to 50%
• Content discovery tools increased from 33% to 40%
• Traditional online banners ads increased from
23% to 31%
• Print or other offline promotion increased from
18% to 22%
Technology Marketers’
Effectiveness Ratings for
Paid Advertising Methods
Traditional Online
Banner Ads
Content Discovery Tools
Search Engine Marketing (SEM) 56%
50%
49%
40%
38%
31%
22%
Promoted Posts
(e.g., Facebook promoted posts, promoted Tweets)
Social Ads
(e.g., Facebook ads, LinkedIn ads)
Native Advertising
(long-form paid content placement on external sites)
Print or Other
Offline Promotion
2016 B2B Technology Trends, North America: Content Marketing Institute/MarketingProfs
SAY SEM IS
EFFECTIVE
56%
Note: Percentagescomprisemarketerswhoratedeachpaidadvertisingmethodas
4or5ona5-pointscalewhere5=“VeryEffective”and1=“NotatAllEffective.”
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CONTENT CREATION  DISTRIBUTION
Which content offers does
your organization ask its
audience to subscribe to?
This was a new question this year. Across all
groups studied, the majority of marketers
focus primarily on eNewsletters and blogs in
order to generate subscribers.
Content Offers
Technology Marketers Ask
Audience to Subscribe to
7%
16%
Print
Magazines
Other
Online
Community
Blogs
6%Podcasts
6%Digital
Magazines
68%
eNewsletters 73%
Video
Series
6%Do Not
Extend Offers
27%
2%
SAY eNEWSLETTERS
73%
2016 B2B Technology Trends, North America: Content Marketing Institute/MarketingProfs
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20
GOALS  METRICS
How important will each
of these content marketing
goals be to your organization
in the next 12 months?
The most effective technology marketers
place more importance on every content
marketing goal shown here when compared
with the overall sample.
Technology Marketers’
Organizational Goals for
Content Marketing
90%
Sales
Brand Awareness
Customer Retention/Loyalty
Engagement
Lead Generation
Customer Evangelism/
Creating Brand Advocates
Upsell/Cross-sell
88%
85%
78%
72%
72%
66%
62%
Lead Nurturing
SAY LEAD GENERATION
IS AN IMPORTANT GOAL
90%
2016 B2B Technology Trends, North America: Content Marketing Institute/MarketingProfs
Note: Percentagescomprisemarketerswhoratedeachgoala4or5ona5-pointscale
where5=“VeryImportant”and1=“NotatAllImportant.”
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GOALS  METRICS
How important are
the following metrics
your organization uses?
Regardless of how effective they are at content
marketing, technology marketers consistently
cite sales lead quality, higher conversion rates,
and sales as the top three most important metrics
they use to measure the effectiveness or success
of their content marketing efforts.
Important Metrics That
Technology Content
Marketers Use
88%Sales Lead Quality
Sales
Website Traffic
Sales Lead Quantity
Customer Renewal Rates
Purchase Intent
87%
84%
80%
73%
71%
67%Data Capture
67%
Higher Conversion Rates
69%
SEO Ranking
2016 B2B Technology Trends, North America: Content Marketing Institute/MarketingProfs
Note: Additionalmetricswithimportanceratingsinclude:
BrandLift(64%),SubscriberGrowth(60%),InboundLinks(57%),
QualitativeFeedbackfromCustomers(57%),TimeSpenton
Website(56%),SocialMediaSharing(53%),andCostSavings(35%).
SAY SALES LEAD
QUALITY IS AN
IMPORTANT METRIC88%
Note: Percentagescomprisemarketerswhoratedeachmetrica4or5ona5-point
scalewhere5=“VeryImportant”and1=“NotatAllImportant.”
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GOALS  METRICS
What is THE MOST
important metric your
organization uses?
Many technology marketers, regardless
of company size, effectiveness, or content
marketing maturity level, say sales lead quality is
the most important metric. A notable exception
is technology marketers who lack any type of
content marketing strategy; that group cites
sales as its most important goal (37%), followed
by sales lead quality (11%).
*Responseswithlessthan12%include:WebsiteTraffic
(3%),BrandLift(3%),SEORanking(2%),SubscriberGrowth
(2%),CustomerRenewalRates(1%),PurchaseIntent(1%),
InboundLinks(1%),TimeSpentonWebsite(1%),Data
Capture(1%),QualitativeFeedbackfromCustomers(1%),
SocialMediaSharing(1%),andOther(1%).
The Most Important Metric
That Technology
Content Marketers Use
SalesLead
Quality
Sales
Higher
Conversion
Rates
SalesLead
Quantity
Responses
withless
than12%*
34%
21%
18%
12%
12%
SAY SALES
LEAD QUALITY
34%
2016 B2B Technology Trends, North America: Content Marketing Institute/MarketingProfs
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23
BUDGETS  SPENDING
Approximately what
percentage of your
organization’s total marketing
budget (not including staff) is
spent on content marketing?
Last year, technology marketers allocated 25% of
their total budget, on average, to content marketing.
The most effective technology marketers allocate
37%, on average (up from 36% last year), whereas
the least effective allocate 18% (up from 15% last
year).
Technology marketers whose organizations
are sophisticated/mature, in terms of content
marketing maturity level, allocate the most
(38%, on average).
Percentage of Total Marketing Budget
Technology Marketers Spend on
Content Marketing
Unsure
1%-9%0%
10%-24%
25%-49%
50%-74%
75%-99%
22%
22%
20%
20%
11%3%
1%
1%
100%
IS THE AVERAGE
29%
2016 B2B Technology Trends, North America: Content Marketing Institute/MarketingProfs
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24
BUDGETS  SPENDING
How do you expect
your organization’s content
marketing budget to change
in the next 12 months?
51% of technology marketers plan to increase
their content marketing spending during
the next 12 months. Last year, 56% said they
would increase spending.
35%
Remain
theSame
Decrease
Unsure
Increase
51%
3%
Content Marketing Spending
Among Technology Marketers
(Over Next 12 Months)
10%
SAY THEY WILL
INCREASE SPENDING
51%
2016 B2B Technology Trends, North America: Content Marketing Institute/MarketingProfs
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25
CHALLENGES  PRIORITIES
What are your organization’s
top five content marketing
challenges this year?
The challenges that technology marketers face are
similar to those experienced by all B2B marketers.
Like their B2B peers overall, technology marketers
cite producing engaging content as their top
challenge.
60%
Top Five Challenges for
Technology Content Marketers
62%
54%
38%
ProducingEngagingContent
55%
MeasuringContentEffectiveness
MeasuringtheROIofContentMarketingProgram
ProducingaVarietyofContent
ProducingContentConsistently
SAY PRODUCING
ENGAGING CONTENT
62%
2016 B2B Technology Trends, North America: Content Marketing Institute/MarketingProfs
Note: Otherchallengesfromthelist(aided)include:LackofBudget(36%),
LackofIntegrationAcrossMarketing(25%),GapsinKnowledgeandSkillsof
InternalTeam(25%),Finding/TrainingSkilledContentMarketingProfessionals/
ContentCreators(23%),Understanding/ChoosingTechnologiesNeeded(20%),
ImplementingtheTechnologyAlreadyinPlace(17%),andLackofBuy-In/Vision
fromHigher-UpsInsideOurOrganization(14%).
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26
CHALLENGES  PRIORITIES
What are the top five
priorities that your
organization’s internal
content creators will
focus on this year?
Technology marketers, like B2B marketers
overall, cite creating more engaging content as
their top priority for content creators. Their other
priorities closely match those cited by
B2B marketers overall.
Top Five Priorities for
Technology Content Creators
64%
49%
70%CreatingMoreEngagingContent
BetterUnderstandingofWhatContent
IsEffective—andWhatIsn’t
BetterUnderstanding
ofAudience
60%
FindingMore/Better
WaystoRepurposeContent
50%CreatingVisualContent
SAY CREATING MORE
ENGAGING CONTENT
70%
2016 B2B Technology Trends, North America: Content Marketing Institute/MarketingProfs
Note: Otherprioritiesfromthelist(aided)include:BecomingBetterStorytellers
(43%),ContentOptimization(37%),ContentPersonalization(23%),Content
Curation(20%),BecomingStrongerWriters(18%),andOtherPriorities(4%).
COMPARISON CHART
Most Effective vs. Least Effective
Technology Content Marketers MOST
EFFECTIVE
AVERAGE/
OVERALL
LEAST
EFFECTIVE
Organization is clear on what an effective or successful content marketing program looks like 74% 45% 21%
Describes organization as sophisticated/mature 71% 33% 1%
Meets daily or weekly to discuss content marketing program 64% 48% 31%
Finds meetings extremely or very valuable 80% 58% 45%
Has a documented content marketing strategy 57% 36% 10%
Has a documented editorial mission statement 44% 28% 16%
Average number of tactics used 16 14 13
Average number of social media platforms used 7 6 5
Average number of paid advertising methods used 4 4 3
Average percentage of total marketing budget spent on content marketing 37% 29% 18%
Plans to increase content marketing budget in next 12 months 46% 51% 60%
2016 B2B Technology Trends, North America: Content Marketing Institute/MarketingProfs
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 effectiveness on a scale of 1 to 5, with 5 being
“Very Effective” and 1 being “Not at All Effective.” Those who rate their organization a 1 or 2 are “least effective.” The numbers under “average/overall” represent total respondents.
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COMPARISON CHART
Differences Between B2B Technology Content Marketers
and B2B Content Marketers Overall TECHNOLOGY
MARKETERS
OVERALL SAMPLE OF
B2B MARKETERS*
Considers organization to be effective at content marketing 30% 30%
Organization is clear on what an effective or successful content marketing program looks like 45% 44%
Describes organization as sophisticated/mature 33% 32%
Meets daily or weekly to discuss content marketing program 48% 44%
Finds meetings extremely or very valuable 58% 54%
Has a documented content marketing strategy 36% 32%
Has a documented editorial mission statement 28% 28%
Average number of content marketing tactics used 14 13
Average number of social media platforms used 6 6
Average number of paid advertising methods used 4 3
Percentage of total marketing budget spent on content marketing (average) 29% 28%
Plans to increase content marketing budget in next 12 months 51% 51%
2016 B2B Technology Trends, North America: Content Marketing Institute/MarketingProfs
*As reported in B2B Content Marketing 2016: Benchmarks, Budgets, and Trends—North America.
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28
DEMOGRAPHICS
B2BTechnologyContentMarketing2016:Benchmarks,Budgets,andTrends—NorthAmerica was produced by Content Marketing Institute and
sponsored by International Data Group (IDG).
The sixth 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, the Association for Data-driven Marketing and Advertising (ADMA), the Business Marketing
Association (BMA), Blackbaud, IndustryWeek, NewEquipmentDigest, and WTWH Media.
A total of 3,714 recipients from around the globe—representing a full range of industries, functional areas, and company sizes—completed the survey
during July and August 2015. This report presents the findings from the 392 respondents who said they were B2B technology marketers in North America.
Sections of this report compare the technology respondents with the overall sample of 1,521 B2B marketers from North America, whose responses were
previously presented in the Content Marketing Institute/MarketingProfs report, B2BContentMarketing2016:Benchmarks,Budgets,andTrends—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.
Size of Technology Company
(by Employees)
Technology Content Marketing Roles
46%
41%
24%
30%
■ Small (10-99 Employees)
■ Micro(Fewerthan10Employees)
■ Midsize (100-999 Employees)
■ Large (1,000+ Employees)
58%Content Marketing Leader for Overall Program
Traditional Marketing/
Paid Media
Writer
Editorial Lead
43%
34%
30%
Website/Technology
31%
27%
17%
Audience
Development 19%
14%
Community
Management
14%
Agency/Freelance
Relations
8%
Influencer
Relations
Other 10%
16%
Sales
Internal Content Curator
Designer
2016 B2B Technology Trends, North America: Content Marketing Institute/MarketingProfs
Note: Multipleresponsespermitted.
SPONSORED BY
29
ABOUT
Thanks to all the survey respondents and survey distribution partners who made this study possible.
About Content Marketing Institute (CMI)
Content Marketing Institute is the leading global content marketing education and training
organization, teaching enterprise brands how to attract and retain customers through compelling,
multi-channel storytelling. CMI’s Content Marketing World event, the largest content marketing-
focused event, is held every September in Cleveland, Ohio, USA, and the Intelligent Content
Conference event is held every spring. CMI publishes the bi-monthly magazine Chief Content Officer,
and provides strategic consulting and content marketing research for some of the best-known brands
in the world. CMI is a 2012-2015 Inc. 500/5000 company. Watch this video to learn more
about CMI. View all CMI research at www.contentmarketinginstitute.com/research.
About International Data Group (IDG)
IDG connects the world of tech buyers with insights, intent and engagement. IDG is the world’s leading media, data and marketing services
company that activates and engages the most influential technology buyers. Our premium brands, including CIO®, Computerworld®, PCWorld®
and MacWorld®, engage the most powerful audience of technology buyers providing essential guidance on the evolving technology landscape.
Our global data intelligence platform activates purchasing intent, powering our clients’ success.
IDG Marketing Services creates custom content with marketing impact across video, mobile, social and digital. We execute complex
campaigns that fulfill marketers’ global ambitions seamlessly with consistency that delivers results and wins awards.
To learn more about content
marketing for technology
marketers, attend a full-day
Industry Lab at Content
Marketing World
on September 9, 2016.
SPONSORED BY
30

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B2B Technology Content Marketers Benchmark Report

  • 1. SPONSORED BY TECHNOLOGYB2B TECHNOLOGY CONTENT MARKETING 2016:Benchmarks,Budgets, andTrends—NorthAmerica
  • 2. Welcome..................................................................................................................................................................3 ■ Section 1: Usage & Effectiveness.................................................................................................................4 ■ Section 2: Strategy & Organization............................................................................................................8 ■ Section 3: Content Creation & Distribution..........................................................................................12 ■ Section 4: Goals & Metrics...........................................................................................................................20 ■ Section 5: Budgets & Spending.................................................................................................................23 ■ Section 6: Challenges & Priorities............................................................................................................25 ■ Comparison Chart: Most Effective vs. Least Effective Technology Marketers ........................27 ■ Comparison Chart: Differences Between B2B Technology Content Marketers and B2B Content Marketers Overall ...............................................................................................................28 ■ Demographics.................................................................................................................................................29 ■ About..................................................................................................................................................................30 TABLE OF CONTENTS SPONSORED BY 2
  • 3. WELCOME Hello Content Marketers, Welcome to our yearly report on the content marketing practices of business-to-business (B2B) technology content marketers in North America. Here you’ll see how technology marketers replied to our sixth annual content marketing survey, and how the results compare with the 2015 findings. A new question about content marketing maturity level revealed that 71% of technology marketers who say their organizations are effective at content marketing are in the “sophisticated/mature” phase, indicating that success grows with experience. Other key findings include: Read on for more information that we hope you find useful in executing your own content marketing strategy. Yours in content, Joe Joe Pulizzi Founder Content Marketing Institute • 36% of technology marketers have a documented content marketing strategy (up from 33% last year), a proven tool for improving content marketing effectiveness • Effectiveness ratings for most content marketing tactics, social media platforms, and paid methods of content promotion/ distribution are higher than they were last year • Technology marketers allocate 29% of their total budget, on average, to content marketing (vs. 25% last year) • 62% say producing engaging content is their greatest content marketing challenge (and accordingly, 70% are focused on creating more engaging content) SPONSORED BY 3
  • 4. *As reported in B2B Content Marketing 2016: Benchmarks, Budgets, and Trends—North America. SPONSORED BY 4 USAGE EFFECTIVENESS Does your organization use content marketing? Last year, 93% of technology marketers said they use content marketing. Content marketing is defined 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.” 95% Yes 5% No Percentage of Technology Respondents Using Content Marketing SAY YES 95% 2016 B2B Technology Trends, North America: Content Marketing Institute/MarketingProfs
  • 5. USAGE EFFECTIVENESS How would you describe your organization’s content marketing maturity level? This was a new question this year. In general, effectiveness levels are greater among technology organizations that have higher levels of content marketing maturity. Among those who reported being the most effective: • 71% were in the sophisticated/mature phase • 24% were in the adolescent phase • 5% were in the young/first steps phase SAY SOPHISTICATED OR MATURE 33%SOPHISTICATED MATURE ADOLESCENT FIRST STEPS YOUNG Providing accurate measurement to the business, scaling across the organization Finding success, yet challenged with integration across the organization Have developed a business case, seeing early success, becoming more sophisticated with measurement and scaling Growing pains, challenged with creating a cohesive strategy and a measurement plan Doing some aspects of content, but have not yet begun to make content marketing a process 7% 8% 26% 32% 26% How Technology Marketers Assess Their Content Marketing Maturity Level 2016 B2B Technology Trends, North America: Content Marketing Institute/MarketingProfs SPONSORED BY 5
  • 6. USAGE EFFECTIVENESS Overall, how effective is your organization at content marketing? Last year, 34% of technology marketers said their organizations were effective at content marketing. Having a documented content marketing strategy helps in this regard: 48% of technology marketers who have one say their organizations are effective at content marketing. How Technology Marketers Rate the Effectiveness of Their Organization’s Use of Content Marketing VeryEffective3%5 19%2 NotatAllEffective3%1 27%4 47%3 SAY THEY ARE EFFECTIVE 30% Note:Forthissurvey,wedefineeffectivenessas“accomplishingyouroverall objectives.”Werefertothosewhoratetheirorganizationsasa4or5(onascaleof 1to5,with5being“VeryEffective”and1being“NotatAllEffective”)asthe“most effective”or“best-in-class”marketers.The1sand2sareconsideredthe“least effective,”whilethe3sareneutral. 2016 B2B Technology Trends, North America: Content Marketing Institute/MarketingProfs SPONSORED BY 6
  • 7. *As reported in B2B Content Marketing 2016: Benchmarks, Budgets, and Trends—North America. SPONSORED BY 7 USAGE EFFECTIVENESS In your organization, is it clear what an effective or successful content marketing program looks like? This was a new question this year. The most effective technology marketers were more likely than the overall sample to report clarity around content marketing success (74% vs. 45%). Percentage of Technology Marketers Whose Organizations Have Clarity on Content Marketing Success Unsure20% No35% Yes45% SAY YES 45% 2016 B2B Technology Trends, North America: Content Marketing Institute/MarketingProfs
  • 8. SPONSORED BY 8 STRATEGY ORGANIZATION Does your organization have a content marketing strategy? Last year, 33% of technology marketers said they had a documented content marketing strategy, 50% had a verbal-only strategy, and 14% had no strategy. A documented content marketing strategy influences overall effectiveness: 57% of the most effective technology content marketers have a documented strategy. By comparison, only 10% of the least effective have a documented strategy. Technology marketers who have a documented content marketing strategy get better results with many of the tactics, social media platforms, and paid advertising methods they use (i.e., they rate them as more effective). 47% Yes, but it is not documented Unsure No Yes, and it is documented 36% 13% 4% Percentage of Technology Marketers Who Have a Content Marketing Strategy HAVE A DOCUMENTED CONTENT MARKETING STRATEGY36% 2016 B2B Technology Trends, North America: Content Marketing Institute/MarketingProfs
  • 9. SPONSORED BY 9 STRATEGY ORGANIZATION Does your organization have an editorial mission statement for the primary audience you target? This was a new question this year. 44% of the most effective technology marketers have a documented editorial mission statement. In contrast, 59% of the least effective do not have a documented editorial mission or are unsure. Yes, and it is documented No Yes, but it is not documented 32% 28% 32% Unsure8% Percentage of Technology Marketers Who Have an Editorial Mission Statement HAVE A DOCUMENTED EDITORIAL MISSION STATEMENT28% 2016 B2B Technology Trends, North America: Content Marketing Institute/MarketingProfs
  • 10. SPONSORED BY 10 STRATEGY ORGANIZATION How often does your team meet (either in person or virtually) to discuss the progress/results of your content marketing program? When compared with the overall sample, the most effective technology marketers meet more frequently (64% of the most effective technology marketers meet daily or weekly). SAY DAILY OR WEEKLY 48% 2016 B2B Technology Trends, North America: Content Marketing Institute/MarketingProfs How Often Technology Marketers Meet to Discuss Their Content Marketing Program 8% 14% 14% 10% 5% 9% 40% Monthly Onlywhenit isnecessary Other Biweekly Daily Weekly Quarterly
  • 11. SPONSORED BY 11 STRATEGY ORGANIZATION How valuable are team meetings in helping your organization to be more effective at content marketing? When compared with the overall sample, the most effective technology marketers are extracting more value from their content marketing meetings (80% of the most effective say meetings are valuable). SAY MEETINGS ARE VALUABLE 58% 2016 B2B Technology Trends, North America: Content Marketing Institute/MarketingProfs How Technology Marketers Perceive the Value of Internal Content Marketing Meetings 20% 34% 38% 6% 0% ExtremelyValuable VeryValuable SomewhatValuable NotVeryValuable NotatAll Valuable
  • 12. SPONSORED BY 12 CONTENT CREATION DISTRIBUTION Compared with 2015, how much content will your organization produce in 2016? While 75% of technology marketers (overall) plan to produce more content in 2016 vs. 2015, the percentage is higher among companies with 1 to 9 employees (83%) and those that are in the young/first steps of content marketing (80%). In terms of effectiveness, 71% of the most effective plan to produce more content vs. 82% of the least effective. Less SameAmount More 75% 21% 2% Unsure Expected Change in Technology Marketers’ Content Creation (2015 vs. 2016) 2% SAY THEY WILL PRODUCE MORE 75% 2016 B2B Technology Trends, North America: Content Marketing Institute/MarketingProfs
  • 13. SPONSORED BY 13 CONTENT CREATION DISTRIBUTION Which content marketing tactics does your organization use? Like last year: • Technology marketers use an average of 14 content marketing tactics • Social media content (other than blogs), blogs, and case studies are the top three most often cited tactics The use of all of the tactics shown on the accompanying chart either increased or decreased within three percentage points over the last year. The exceptions are: • White papers, which stayed the same • eNewsletters (87% last year vs. 82% this year) • Articles on your website (81% last year vs. 75% this year) • Illustrations/photos (68% last year vs. 75% this year, representing the greatest increase among all tactics) Technology Marketers’ Content Marketing Tactic Usage Social Media Content – other than blogs 96% Blogs 92% Case Studies 91% In-Person Events 85% Webinars/Webcasts 85% White Papers 83% eNewsletters 82% Articles on Your Website 75% Illustrations/Photos 75% Infographics 75% Online Presentations 72% Average Number Used 14 Videos 89% USE SOCIAL MEDIA CONTENT 96% 2016 B2B Technology Trends, North America: Content Marketing Institute/MarketingProfs Note: Fewerthan60%oftechnologymarketerssaidtheyusethefollowingtactics:Research Reports(58%),eBooks(55%),Microsites/SeparateWebsiteHubs(50%),BrandedContent Tools(44%),Books(34%),VirtualConferences(31%),MobileApps(29%),PrintMagazines (28%),DigitalMagazines(24%),Podcasts(24%),PrintNewsletters(15%),andGames/ Gamification(13%).
  • 14. SPONSORED BY 14 CONTENT CREATION DISTRIBUTION How effective are the tactics your organization uses? Of all the content marketing tactics they use, those shown on the accompanying chart are the 10 that technology marketers say are most effective. Like last year, in-person events are rated the most effective. Respondents reported higher effectiveness this year for all the tactics shown on the chart, except for research reports, which decreased by three percentage points. eBooks 62% Technology Marketers’ Effectiveness Ratings for Content Marketing Tactics In-Person Events Case Studies 75% 72% 69% Videos Webinar/Webcasts 69% White Papers 67% Online Presentations 61% Blogs 60% eNewsletters 60% Research Reports 65% SAY IN-PERSON EVENTS ARE EFFECTIVE75% 2016 B2B Technology Trends, North America: Content Marketing Institute/MarketingProfs Note:Percentagescomprisemarketerswhoratedeachcontenttacticas4or5ona5-pointscale where5=“VeryEffective”and1=“NotatAllEffective.” Note:Additionalcontenttacticswitheffectivenessratingsinclude: Infographics(57%),ArticlesonYourWebsite(56%),Microsites/ SeparateWebsiteHubs(54%),MobileApps(52%),Illustrations/ Photos(50%),SocialMediaContent–otherthanBlogs(50%),Virtual Conferences(49%),BrandedContentTools(48%),Books(45%), Podcasts(39%),DigitalMagazines(24%),Games/Gamification(22%), PrintMagazines(21%),andPrintNewsletters(19%).
  • 15. SPONSORED BY 15 CONTENT CREATION DISTRIBUTION Which social media platforms does your organization use to distribute content? Technology marketers use an average of six social media platforms, the same as last year. LinkedIn is still the platform they use the most (98% last year vs. 95% this year). Use of each of the other platforms shown on the accompanying chart either increased or decreased slightly (within three percentage points) over last year. Technology Marketers’ Social Media Platform Usage LinkedIn Twitter Facebook 95% 94% 89% YouTube 81% Google+ 69% Average Number Used 6 USE LinkedIn 95% 2016 B2B Technology Trends, North America: Content Marketing Institute/MarketingProfs Note: Fewerthan50%oftechnologymarketerssaidtheyusethefollowingsocial mediaplatforms:SlideShare(46%),Instagram(29%),Vimeo(23%),Pinterest(21%), iTunes(10%),Tumblr(6%),Medium(6%),Vine(6%),Periscope(5%),andSnapchat (5%).
  • 16. SPONSORED BY 16 CONTENT CREATION DISTRIBUTION How effective are the social media platforms your organization uses? As they did last year, technology marketers said LinkedIn, Twitter, and YouTube are the most effective social media platforms they use. The effectiveness rating for all three increased over last year; LinkedIn increased the most (64% last year vs. 72% this year). The effectiveness rating for Facebook stayed the same. Google+ decreased from 15% last year to 7% this year. Technology Marketers’ Effectiveness Ratings for Social Media Platforms LinkedIn Twitter YouTube 72% 60% 52% Facebook 23% 7%Google+ SAY LinkedIn IS EFFECTIVE 72% 2016 B2B Technology Trends, North America: Content Marketing Institute/MarketingProfs Note: Percentagescomprisemarketerswhoratedeachsocialmediaplatform as4or5ona5-pointscalewhere5=“VeryEffective”and1=“NotatAllEffective.” Note: Theeffectivenessratingsforplatformsthathadlowerusagerateswerereported asfollows:Vimeo(46%),SlideShare(40%),Instagram(11%),andPinterest(6%). Effectivenessratingsforadditionalsocialmediaplatformsarenotreportedheredueto lowincidenceofuse.
  • 17. SPONSORED BY 17 CONTENT CREATION DISTRIBUTION Which paid advertising methods does your organization use to promote/distribute content? Like last year: • Technology marketers use an average of four paid methods to promote/distribute content • SEM is the most often used method (75% last year and this year) The other percentages shown on the accompanying chart are similar to those reported last year, with one exception: the use of promoted posts increased from 50% last year to 58% this year. Technology Marketers’ Paid Advertising Usage Average Number Used 4 58% 75% 64%Traditional Online Banner Ads Native Advertising (long-form paid content placement on external sites) 46% Content Discovery Tools 16% 51% 60% Search Engine Marketing (SEM) Social Ads (e.g., Facebook ads, LinkedIn ads) Promoted Posts (e.g., Facebook promoted posts, promoted Tweets) Print or Other Offline Promotion 2016 B2B Technology Trends, North America: Content Marketing Institute/MarketingProfs USE SEM 75%
  • 18. SPONSORED BY 18 CONTENT CREATION DISTRIBUTION How effective are the paid advertising methods your organization uses to promote/distribute content? Technology marketers reported greater effectiveness this year with all of the paid methods of content promotion/distribution shown on the accompanying chart, except for native advertising, which stayed the same. Like last year, search engine marketing (SEM) was said to be most effective (48% last year vs. 56% this year). The greatest increase was for social ads (38% last year vs. 49% this year). As for the others: • Promoted posts increased from 40% to 50% • Content discovery tools increased from 33% to 40% • Traditional online banners ads increased from 23% to 31% • Print or other offline promotion increased from 18% to 22% Technology Marketers’ Effectiveness Ratings for Paid Advertising Methods Traditional Online Banner Ads Content Discovery Tools Search Engine Marketing (SEM) 56% 50% 49% 40% 38% 31% 22% Promoted Posts (e.g., Facebook promoted posts, promoted Tweets) Social Ads (e.g., Facebook ads, LinkedIn ads) Native Advertising (long-form paid content placement on external sites) Print or Other Offline Promotion 2016 B2B Technology Trends, North America: Content Marketing Institute/MarketingProfs SAY SEM IS EFFECTIVE 56% Note: Percentagescomprisemarketerswhoratedeachpaidadvertisingmethodas 4or5ona5-pointscalewhere5=“VeryEffective”and1=“NotatAllEffective.”
  • 19. SPONSORED BY 19 CONTENT CREATION DISTRIBUTION Which content offers does your organization ask its audience to subscribe to? This was a new question this year. Across all groups studied, the majority of marketers focus primarily on eNewsletters and blogs in order to generate subscribers. Content Offers Technology Marketers Ask Audience to Subscribe to 7% 16% Print Magazines Other Online Community Blogs 6%Podcasts 6%Digital Magazines 68% eNewsletters 73% Video Series 6%Do Not Extend Offers 27% 2% SAY eNEWSLETTERS 73% 2016 B2B Technology Trends, North America: Content Marketing Institute/MarketingProfs
  • 20. SPONSORED BY 20 GOALS METRICS How important will each of these content marketing goals be to your organization in the next 12 months? The most effective technology marketers place more importance on every content marketing goal shown here when compared with the overall sample. Technology Marketers’ Organizational Goals for Content Marketing 90% Sales Brand Awareness Customer Retention/Loyalty Engagement Lead Generation Customer Evangelism/ Creating Brand Advocates Upsell/Cross-sell 88% 85% 78% 72% 72% 66% 62% Lead Nurturing SAY LEAD GENERATION IS AN IMPORTANT GOAL 90% 2016 B2B Technology Trends, North America: Content Marketing Institute/MarketingProfs Note: Percentagescomprisemarketerswhoratedeachgoala4or5ona5-pointscale where5=“VeryImportant”and1=“NotatAllImportant.”
  • 21. SPONSORED BY 21 GOALS METRICS How important are the following metrics your organization uses? Regardless of how effective they are at content marketing, technology marketers consistently cite sales lead quality, higher conversion rates, and sales as the top three most important metrics they use to measure the effectiveness or success of their content marketing efforts. Important Metrics That Technology Content Marketers Use 88%Sales Lead Quality Sales Website Traffic Sales Lead Quantity Customer Renewal Rates Purchase Intent 87% 84% 80% 73% 71% 67%Data Capture 67% Higher Conversion Rates 69% SEO Ranking 2016 B2B Technology Trends, North America: Content Marketing Institute/MarketingProfs Note: Additionalmetricswithimportanceratingsinclude: BrandLift(64%),SubscriberGrowth(60%),InboundLinks(57%), QualitativeFeedbackfromCustomers(57%),TimeSpenton Website(56%),SocialMediaSharing(53%),andCostSavings(35%). SAY SALES LEAD QUALITY IS AN IMPORTANT METRIC88% Note: Percentagescomprisemarketerswhoratedeachmetrica4or5ona5-point scalewhere5=“VeryImportant”and1=“NotatAllImportant.”
  • 22. SPONSORED BY 22 GOALS METRICS What is THE MOST important metric your organization uses? Many technology marketers, regardless of company size, effectiveness, or content marketing maturity level, say sales lead quality is the most important metric. A notable exception is technology marketers who lack any type of content marketing strategy; that group cites sales as its most important goal (37%), followed by sales lead quality (11%). *Responseswithlessthan12%include:WebsiteTraffic (3%),BrandLift(3%),SEORanking(2%),SubscriberGrowth (2%),CustomerRenewalRates(1%),PurchaseIntent(1%), InboundLinks(1%),TimeSpentonWebsite(1%),Data Capture(1%),QualitativeFeedbackfromCustomers(1%), SocialMediaSharing(1%),andOther(1%). The Most Important Metric That Technology Content Marketers Use SalesLead Quality Sales Higher Conversion Rates SalesLead Quantity Responses withless than12%* 34% 21% 18% 12% 12% SAY SALES LEAD QUALITY 34% 2016 B2B Technology Trends, North America: Content Marketing Institute/MarketingProfs
  • 23. SPONSORED BY 23 BUDGETS SPENDING Approximately what percentage of your organization’s total marketing budget (not including staff) is spent on content marketing? Last year, technology marketers allocated 25% of their total budget, on average, to content marketing. The most effective technology marketers allocate 37%, on average (up from 36% last year), whereas the least effective allocate 18% (up from 15% last year). Technology marketers whose organizations are sophisticated/mature, in terms of content marketing maturity level, allocate the most (38%, on average). Percentage of Total Marketing Budget Technology Marketers Spend on Content Marketing Unsure 1%-9%0% 10%-24% 25%-49% 50%-74% 75%-99% 22% 22% 20% 20% 11%3% 1% 1% 100% IS THE AVERAGE 29% 2016 B2B Technology Trends, North America: Content Marketing Institute/MarketingProfs
  • 24. SPONSORED BY 24 BUDGETS SPENDING How do you expect your organization’s content marketing budget to change in the next 12 months? 51% of technology marketers plan to increase their content marketing spending during the next 12 months. Last year, 56% said they would increase spending. 35% Remain theSame Decrease Unsure Increase 51% 3% Content Marketing Spending Among Technology Marketers (Over Next 12 Months) 10% SAY THEY WILL INCREASE SPENDING 51% 2016 B2B Technology Trends, North America: Content Marketing Institute/MarketingProfs
  • 25. SPONSORED BY 25 CHALLENGES PRIORITIES What are your organization’s top five content marketing challenges this year? The challenges that technology marketers face are similar to those experienced by all B2B marketers. Like their B2B peers overall, technology marketers cite producing engaging content as their top challenge. 60% Top Five Challenges for Technology Content Marketers 62% 54% 38% ProducingEngagingContent 55% MeasuringContentEffectiveness MeasuringtheROIofContentMarketingProgram ProducingaVarietyofContent ProducingContentConsistently SAY PRODUCING ENGAGING CONTENT 62% 2016 B2B Technology Trends, North America: Content Marketing Institute/MarketingProfs Note: Otherchallengesfromthelist(aided)include:LackofBudget(36%), LackofIntegrationAcrossMarketing(25%),GapsinKnowledgeandSkillsof InternalTeam(25%),Finding/TrainingSkilledContentMarketingProfessionals/ ContentCreators(23%),Understanding/ChoosingTechnologiesNeeded(20%), ImplementingtheTechnologyAlreadyinPlace(17%),andLackofBuy-In/Vision fromHigher-UpsInsideOurOrganization(14%).
  • 26. SPONSORED BY 26 CHALLENGES PRIORITIES What are the top five priorities that your organization’s internal content creators will focus on this year? Technology marketers, like B2B marketers overall, cite creating more engaging content as their top priority for content creators. Their other priorities closely match those cited by B2B marketers overall. Top Five Priorities for Technology Content Creators 64% 49% 70%CreatingMoreEngagingContent BetterUnderstandingofWhatContent IsEffective—andWhatIsn’t BetterUnderstanding ofAudience 60% FindingMore/Better WaystoRepurposeContent 50%CreatingVisualContent SAY CREATING MORE ENGAGING CONTENT 70% 2016 B2B Technology Trends, North America: Content Marketing Institute/MarketingProfs Note: Otherprioritiesfromthelist(aided)include:BecomingBetterStorytellers (43%),ContentOptimization(37%),ContentPersonalization(23%),Content Curation(20%),BecomingStrongerWriters(18%),andOtherPriorities(4%).
  • 27. COMPARISON CHART Most Effective vs. Least Effective Technology Content Marketers MOST EFFECTIVE AVERAGE/ OVERALL LEAST EFFECTIVE Organization is clear on what an effective or successful content marketing program looks like 74% 45% 21% Describes organization as sophisticated/mature 71% 33% 1% Meets daily or weekly to discuss content marketing program 64% 48% 31% Finds meetings extremely or very valuable 80% 58% 45% Has a documented content marketing strategy 57% 36% 10% Has a documented editorial mission statement 44% 28% 16% Average number of tactics used 16 14 13 Average number of social media platforms used 7 6 5 Average number of paid advertising methods used 4 4 3 Average percentage of total marketing budget spent on content marketing 37% 29% 18% Plans to increase content marketing budget in next 12 months 46% 51% 60% 2016 B2B Technology Trends, North America: Content Marketing Institute/MarketingProfs 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 effectiveness on a scale of 1 to 5, with 5 being “Very Effective” and 1 being “Not at All Effective.” Those who rate their organization a 1 or 2 are “least effective.” The numbers under “average/overall” represent total respondents. SPONSORED BY 27
  • 28. COMPARISON CHART Differences Between B2B Technology Content Marketers and B2B Content Marketers Overall TECHNOLOGY MARKETERS OVERALL SAMPLE OF B2B MARKETERS* Considers organization to be effective at content marketing 30% 30% Organization is clear on what an effective or successful content marketing program looks like 45% 44% Describes organization as sophisticated/mature 33% 32% Meets daily or weekly to discuss content marketing program 48% 44% Finds meetings extremely or very valuable 58% 54% Has a documented content marketing strategy 36% 32% Has a documented editorial mission statement 28% 28% Average number of content marketing tactics used 14 13 Average number of social media platforms used 6 6 Average number of paid advertising methods used 4 3 Percentage of total marketing budget spent on content marketing (average) 29% 28% Plans to increase content marketing budget in next 12 months 51% 51% 2016 B2B Technology Trends, North America: Content Marketing Institute/MarketingProfs *As reported in B2B Content Marketing 2016: Benchmarks, Budgets, and Trends—North America. SPONSORED BY 28
  • 29. DEMOGRAPHICS B2BTechnologyContentMarketing2016:Benchmarks,Budgets,andTrends—NorthAmerica was produced by Content Marketing Institute and sponsored by International Data Group (IDG). The sixth 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, the Association for Data-driven Marketing and Advertising (ADMA), the Business Marketing Association (BMA), Blackbaud, IndustryWeek, NewEquipmentDigest, and WTWH Media. A total of 3,714 recipients from around the globe—representing a full range of industries, functional areas, and company sizes—completed the survey during July and August 2015. This report presents the findings from the 392 respondents who said they were B2B technology marketers in North America. Sections of this report compare the technology respondents with the overall sample of 1,521 B2B marketers from North America, whose responses were previously presented in the Content Marketing Institute/MarketingProfs report, B2BContentMarketing2016:Benchmarks,Budgets,andTrends—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. Size of Technology Company (by Employees) Technology Content Marketing Roles 46% 41% 24% 30% ■ Small (10-99 Employees) ■ Micro(Fewerthan10Employees) ■ Midsize (100-999 Employees) ■ Large (1,000+ Employees) 58%Content Marketing Leader for Overall Program Traditional Marketing/ Paid Media Writer Editorial Lead 43% 34% 30% Website/Technology 31% 27% 17% Audience Development 19% 14% Community Management 14% Agency/Freelance Relations 8% Influencer Relations Other 10% 16% Sales Internal Content Curator Designer 2016 B2B Technology Trends, North America: Content Marketing Institute/MarketingProfs Note: Multipleresponsespermitted. SPONSORED BY 29
  • 30. ABOUT Thanks to all the survey respondents and survey distribution partners who made this study possible. About Content Marketing Institute (CMI) Content Marketing Institute is the leading global content marketing education and training organization, teaching enterprise brands how to attract and retain customers through compelling, multi-channel storytelling. CMI’s Content Marketing World event, the largest content marketing- focused event, is held every September in Cleveland, Ohio, USA, and the Intelligent Content Conference event is held every spring. CMI publishes the bi-monthly magazine Chief Content Officer, and provides strategic consulting and content marketing research for some of the best-known brands in the world. CMI is a 2012-2015 Inc. 500/5000 company. Watch this video to learn more about CMI. View all CMI research at www.contentmarketinginstitute.com/research. About International Data Group (IDG) IDG connects the world of tech buyers with insights, intent and engagement. IDG is the world’s leading media, data and marketing services company that activates and engages the most influential technology buyers. Our premium brands, including CIO®, Computerworld®, PCWorld® and MacWorld®, engage the most powerful audience of technology buyers providing essential guidance on the evolving technology landscape. Our global data intelligence platform activates purchasing intent, powering our clients’ success. IDG Marketing Services creates custom content with marketing impact across video, mobile, social and digital. We execute complex campaigns that fulfill marketers’ global ambitions seamlessly with consistency that delivers results and wins awards. To learn more about content marketing for technology marketers, attend a full-day Industry Lab at Content Marketing World on September 9, 2016. SPONSORED BY 30