B2B_ContentMarketing.pdf

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B2B Content Marketing: 2010 BenChMarks, Budgets and trends In Association With: Foreword Hello, Fellow B2B Marketer! Like it or not, B2B marketers are indeed publishers today. While this mantra is becoming commonplace, do marketers see themselves in this light? And, more importantly, do they feel they have the skills and resources needed for content marketing? MarketingProfs and Junta42 set out to ﬁnd these answers. With the help of the Business Marketing Association (BMA) and American Business Media (ABM), we surveyed 1,100 North American marketers in May 2010. This is the largest, most comprehensive content marketing study of its kind in the world. </a> <a title="B2B_ContentMarketing.pdf page 2" href="http://viewer.zmags.com/publication/d5f6caf8?page=2"> B2BContent Marketing:2010 BenChM</a> B2BContent Marketing:2010 BenChM<a title="B2B_ContentMarketing.pdf page 3" href="http://viewer.zmags.com/publication/d5f6caf8?page=3">ForewordHello, Fellow B2B Marketer!Like it or </a> ForewordHello, Fellow B2B Marketer!Like it or <a title="B2B_ContentMarketing.pdf page 4" href="http://viewer.zmags.com/publication/d5f6caf8?page=4">eXeCUTIVe SUMMArYSTUdY SHowS B2B CoNTeNT MArKeT</a> eXeCUTIVe SUMMArYSTUdY SHowS B2B CoNTeNT MArKeT<a title="B2B_ContentMarketing.pdf page 5" href="http://viewer.zmags.com/publication/d5f6caf8?page=5">MAJor FINdINGS IN 5 KeY AreAS1. Usage and Effec</a> MAJor FINdINGS IN 5 KeY AreAS1. Usage and Effec<a title="B2B_ContentMarketing.pdf page 6" href="http://viewer.zmags.com/publication/d5f6caf8?page=6">5. Practices of Best in Class:41% of marketers c</a> 5. Practices of Best in Class:41% of marketers c<a title="B2B_ContentMarketing.pdf page 7" href="http://viewer.zmags.com/publication/d5f6caf8?page=7">White papers (43%) and webcasts/webinars (42%) ar</a> White papers (43%) and webcasts/webinars (42%) ar<a title="B2B_ContentMarketing.pdf page 8" href="http://viewer.zmags.com/publication/d5f6caf8?page=8">Additionally, they have a higher tendency to use </a> Additionally, they have a higher tendency to use <a title="B2B_ContentMarketing.pdf page 9" href="http://viewer.zmags.com/publication/d5f6caf8?page=9">Social Media Distribution ChannelsWe also asked </a> Social Media Distribution ChannelsWe also asked <a title="B2B_ContentMarketing.pdf page 10" href="http://viewer.zmags.com/publication/d5f6caf8?page=10">When we consider the adoption rates of each conte</a> When we consider the adoption rates of each conte<a title="B2B_ContentMarketing.pdf page 11" href="http://viewer.zmags.com/publication/d5f6caf8?page=11">When looking solely at the marketers who are usin</a> When looking solely at the marketers who are usin<a title="B2B_ContentMarketing.pdf page 12" href="http://viewer.zmags.com/publication/d5f6caf8?page=12">2. GoALS ANd MeASUreMeNTBrand Awareness, Loyalt</a> 2. GoALS ANd MeASUreMeNTBrand Awareness, Loyalt<a title="B2B_ContentMarketing.pdf page 13" href="http://viewer.zmags.com/publication/d5f6caf8?page=13">To measure the effectiveness of content marketing</a> To measure the effectiveness of content marketing<a title="B2B_ContentMarketing.pdf page 14" href="http://viewer.zmags.com/publication/d5f6caf8?page=14">Content Marketing SpendingAn expanding budget is</a> Content Marketing SpendingAn expanding budget is<a title="B2B_ContentMarketing.pdf page 15" href="http://viewer.zmags.com/publication/d5f6caf8?page=15">On average, B2B marketers report they spend $78,6</a> On average, B2B marketers report they spend $78,6<a title="B2B_ContentMarketing.pdf page 16" href="http://viewer.zmags.com/publication/d5f6caf8?page=16">On average, 51% of marketers indicated that they </a> On average, 51% of marketers indicated that they <a title="B2B_ContentMarketing.pdf page 17" href="http://viewer.zmags.com/publication/d5f6caf8?page=17">Our survey also ﬁnds that larger companies (deﬁne</a> Our survey also ﬁnds that larger companies (deﬁne<a title="B2B_ContentMarketing.pdf page 18" href="http://viewer.zmags.com/publication/d5f6caf8?page=18">When seeking out the right vendors to support con</a> When seeking out the right vendors to support con<a title="B2B_ContentMarketing.pdf page 19" href="http://viewer.zmags.com/publication/d5f6caf8?page=19"> Lack ofC-Level Buy-In </a> Lack ofC-Level Buy-In <a title="B2B_ContentMarketing.pdf page 20" href="http://viewer.zmags.com/publication/d5f6caf8?page=20">Marketers explained:“ Most of what we did last</a> Marketers explained:“ Most of what we did last<a title="B2B_ContentMarketing.pdf page 21" href="http://viewer.zmags.com/publication/d5f6caf8?page=21">Here’s what we found:• Self-described effect</a> Here’s what we found:• Self-described effect<a title="B2B_ContentMarketing.pdf page 22" href="http://viewer.zmags.com/publication/d5f6caf8?page=22">Industry Classiﬁcation (n=1,124), % of TotalAdve</a> Industry Classiﬁcation (n=1,124), % of TotalAdve<a title="B2B_ContentMarketing.pdf page 23" href="http://viewer.zmags.com/publication/d5f6caf8?page=23">About MarketingProfs:MarketingProfs is a rich an</a> About MarketingProfs:MarketingProfs is a rich an<a title="B2B_ContentMarketing.pdf page 24" href="http://viewer.zmags.com/publication/d5f6caf8?page=24">This digital version of 2010 B2B ContentMarketin</a> This digital version of 2010 B2B ContentMarketin