Content Marketing Benchmarks 2014
It feels like the majority of my marketing focus this past year has been with creating “share worthy” optimized content. The amount of B2C and B2B content marketing is increasing over the past few years.
In 2012, ContentMarketingInstitute.com reported “on average B2B marketers are spending 33% of their marketing budgets on content marketing, which is up 26% from 2011. 54% plan on increasing content marketing spending in 2013.”
I came across a new B2B Content Marketing Infographic on the CMI website, that is posted below, with a ton of great information on B2B content marketing in 2014 including benchmarks, budgets, and trends. Really useful info for B2B marketers.
Their study included 1,217 respondents that clearly show B2B content marketing is front and centre in their B2B marketing minds.
In 2013, 93% of B2B marketers are using B2B content marketing.
Overall, 30% of their marketing costs are allocated to B2B content marketing. Fifty eight percent of businesses plan on increasing their B2B content marketing budgets in 2014.
What’s most interesting is 73% of B2B companies admit to increasing their B2B content marketing from 2012 and 42% of them believe that their B2B content marketing strategies have been effective to their over all business marketing plan.
B2B Content Marketing Leads To Increased Rankings
As I recently wrote, Google’s secret to improving website rankings is regular, relevant, high quality, optimized content.
Google has said “In general, webmasters can improve the rank of their sites by creating high-quality sites that users will want to use and share.”
If you’re not regularly working and tweaking your B2C or B2B content marketing you’re not only losing out on high search rankings, but you’re also missing out on valuable social signals, SEO juice, website traffic, and conversions.
3 Habits of Successful B2B Content Marketers
- 35% of B2B content marketing leaders say their success lies in creating engaging content
- 86% of companies hire a dedicated internet marketing consultant or digital marketing agency to manage their B2C and B2B content marketing.
- 66% live and die by their documented content strategy
Top Content Marketing Tactics
Some of the best content marketers in business today regularly engage their communities using the following:
- Social media – 87%
- Articles specifically posted on company website – 81%
- E-newsletters – 80%
- Blogs – 76%
- Live events – 76%
- Case studies – 73%
- Videos – 73%
The use of Infographics in B2B content marketing is growing as well. According to the CMI study, 35% of B2B content marketers created infographics in 2012. That number increased to 51% in 2013. My money is that it increases again in 2014.
An interesting note from the study, B2B content marketers generally use 6 social media platforms. The top four being: LinkedIn (91%), Twitter (85%), Facebook (81%) and YouTube (73%).
Measuring Content Marketing Success
It’s all about the ROI isn’t it? So what are the goals of these successful content marketers and how do they measure success? The Infographic below will speak to B2B content marketing benchmarks and trends for 2014.
Brand awareness, customer acquisition, and lead generation are top goals that most successful B2B marketers strive to achieve. This study also proved that lead generation is the absolute top reason why B2B companies are using B2B content marketing.
So now what about you?
Have you been using B2B or B2B content marketing this past year and if so how did it go?
Will you increase your investment in content marketing in 2014?