Thursday, April 22, 2021
  • Setup menu at Appearance » Menus and assign menu to Top Bar Navigation
Advertisement
  • AI Development
    • Artificial Intelligence
    • Machine Learning
    • Neural Networks
    • Learn to Code
  • Data
    • Blockchain
    • Big Data
    • Data Science
  • IT Security
    • Internet Privacy
    • Internet Security
  • Marketing
    • Digital Marketing
    • Marketing Technology
  • Technology Companies
  • Crypto News
No Result
View All Result
NikolaNews
  • AI Development
    • Artificial Intelligence
    • Machine Learning
    • Neural Networks
    • Learn to Code
  • Data
    • Blockchain
    • Big Data
    • Data Science
  • IT Security
    • Internet Privacy
    • Internet Security
  • Marketing
    • Digital Marketing
    • Marketing Technology
  • Technology Companies
  • Crypto News
No Result
View All Result
NikolaNews
No Result
View All Result
Home Marketing Technology

B2B Content Marketing Study: 2020 Benchmarks, Budgets & Trends

October 23, 2019
in Marketing Technology
B2B Content Marketing Study: 2020 Benchmarks, Budgets & Trends
586
SHARES
3.3k
VIEWS
Share on FacebookShare on Twitter

Most B2B marketers today use content marketing successfully to achieve top-of-the-funnel goals, such as brand awareness and audience education. But we aren’t delving deeper into the so-called funnel to build relationships with potential customers, according to a study we at MarketingProfs just released together with Content Marketing Institute.

The B2B Content Marketing 2020: Benchmarks, Budgets, and Trends—North America report, sponsored by our friends at Sitecore, does show a notable increase in the proportion of those who are successfully using content marketing to nurture subscribers, audiences, and leads (68% vs. 58% one year ago).

You might also like

4 Best Practices for Responsive Search Ads

Pandemic Changes in Email Strategy

Prove Marketing’s Value to the C-Suite

But B2B content marketers still have work to do on deepening relationships. Like building loyalty with current clients/customers. Like growing subscriber audiences.

Why? Because relationships are crucial to long-term content marketing success—as well as marketing and business generally. (We need #RelationshipGoals, in other words.)


Not surprisingly, B2B marketers who characterize their organizations as extremely or very successful at content marketing are far more likely to achieve those sorts of relationship goals with their content efforts than all surveyed B2B marketers overall.

That important task tends to fall on a few content marketers, our study found. Small content marketing teams are the norm, and it’s rare to find internal content marketing teams of more than five full-time employees.

Which explains why half of those surveyed outsource at least one content marketing activity. And the content activity most likely to be outsourced is content creation (84% of respondents say so).

Let’s look at some more numbers. These are just a few selected stats from B2B Content Marketing 2020: Benchmarks, Budgets and Trends—North America:

  • 71% of respondents agree their organization prioritizes delivering relevant content when and where a person is most likely to see it.
  • 84% use paid distribution channels for content marketing purposes.
  • Most use metrics to measure content performance, but fewer have KPIs or measure content marketing ROI.
  • Among the content types used, in-person events are the highest-performing for securing leads and for converting leads.
  • 83% of top-performer responders agree their organization provides optimal experiences across all phases of the customer journey compared with just half (52%) of all respondents. (Top performers those who characterize their organization’s overall content marketing approach as extremely or very successful.)

And here are some additional highlights and charts from this year’s B2B content marketing report.


Content Marketing Success

Overall ratings of content-marketing success is similar to levels reported in the past three years: A plurality of respondents say their organization is moderately successful.

Content Strategy

The percentage of content marketers who document their content marketing strategy has inched up over the years. Our annual research has consistently found that a documented strategy is an indicator of content marketing success.

Content Team Size

35% of B2B marketers say their organization has 2-5 internal team members who are fulltime/dedicated to content marketing; another 32% have no full-time person:

Content Creation & Performance

B2B marketers in organizations of all sizes tend to say half the content they produce is created for audiences in the early stages of the customer journey:

We asked respondents which content types perform best for their organization in building brand awareness, securing leads, nurturing leads, and converting leads. These are the top 3 responses in each of those categories:

Content Marketing Metrics & Goals

Among the top metrics B2B marketers track to measure content performance are email engagement (90%), website traffic (88%), website engagement (86%), social media analytics (83%), and conversions (78%):

Content Marketing Budgets & Spending

Some 36% of B2B marketers reported a 2019 annual content marketing budget of less than $100,000. The average reported annual budget (all respondents) was $185,000:

Check Out the Full Report

Credit: MarketingProfs By:

Previous Post

Cybersecurity: Hostile nations responsible for 'significant' number of attacks against UK organisations

Next Post

Okay Google: How Ethical Are You?

Related Posts

4 Best Practices for Responsive Search Ads
Marketing Technology

4 Best Practices for Responsive Search Ads

April 21, 2021
Pandemic Changes in Email Strategy
Marketing Technology

Pandemic Changes in Email Strategy

April 21, 2021
Prove Marketing’s Value to the C-Suite
Marketing Technology

Prove Marketing’s Value to the C-Suite

April 21, 2021
How to Tell If You Have a Toxic Boss [Infographic]
Marketing Technology

How to Tell If You Have a Toxic Boss [Infographic]

April 16, 2021
Trust-Based Marketing: Why Honesty and Integrity Pay
Marketing Technology

Trust-Based Marketing: Why Honesty and Integrity Pay

April 16, 2021
Next Post
Okay Google: How Ethical Are You?

Okay Google: How Ethical Are You?

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

Recommended

Plasticity in Deep Learning: Dynamic Adaptations for AI Self-Driving Cars

Plasticity in Deep Learning: Dynamic Adaptations for AI Self-Driving Cars

January 6, 2019
Microsoft, Google Use Artificial Intelligence to Fight Hackers

Microsoft, Google Use Artificial Intelligence to Fight Hackers

January 6, 2019

Categories

  • Artificial Intelligence
  • Big Data
  • Blockchain
  • Crypto News
  • Data Science
  • Digital Marketing
  • Internet Privacy
  • Internet Security
  • Learn to Code
  • Machine Learning
  • Marketing Technology
  • Neural Networks
  • Technology Companies

Don't miss it

Machine Learning Tacks Evolution of COVID-19 Misinformation
Machine Learning

Machine Learning Tacks Evolution of COVID-19 Misinformation

April 22, 2021
How AI Is Disruptive Innovation For OCR | by Infrrd | Apr, 2021
Neural Networks

How AI Is Disruptive Innovation For OCR | by Infrrd | Apr, 2021

April 22, 2021
Instagram debuts new tool to stop abusive message salvos made through new accounts
Internet Security

Instagram debuts new tool to stop abusive message salvos made through new accounts

April 21, 2021
Improve Your Cyber Security Posture by Combining State of the Art Security Tools
Internet Privacy

Improve Your Cyber Security Posture by Combining State of the Art Security Tools

April 21, 2021
6 Ways AI is Changing The Learning And Development Landscape
Data Science

6 Ways AI is Changing The Learning And Development Landscape

April 21, 2021
Weekly NFT roundup April 14-20: Real-world applications grow through postage and insurance
Blockchain

Weekly NFT roundup April 14-20: Real-world applications grow through postage and insurance

April 21, 2021
NikolaNews

NikolaNews.com is an online News Portal which aims to share news about blockchain, AI, Big Data, and Data Privacy and more!

What’s New Here?

  • Machine Learning Tacks Evolution of COVID-19 Misinformation April 22, 2021
  • How AI Is Disruptive Innovation For OCR | by Infrrd | Apr, 2021 April 22, 2021
  • Instagram debuts new tool to stop abusive message salvos made through new accounts April 21, 2021
  • Improve Your Cyber Security Posture by Combining State of the Art Security Tools April 21, 2021

Subscribe to get more!

© 2019 NikolaNews.com - Global Tech Updates

No Result
View All Result
  • AI Development
    • Artificial Intelligence
    • Machine Learning
    • Neural Networks
    • Learn to Code
  • Data
    • Blockchain
    • Big Data
    • Data Science
  • IT Security
    • Internet Privacy
    • Internet Security
  • Marketing
    • Digital Marketing
    • Marketing Technology
  • Technology Companies
  • Crypto News

© 2019 NikolaNews.com - Global Tech Updates