<br />
<br />
B2B<br />
Content Marketing:<br />
2010 BenChMarks, Budgets and trends<br />
In Association With:<br />
Foreword<br />
Hello, Fellow B2B Marketer!<br />
Like it or not, B2B marketers are indeed publishers today. While this mantra is becoming commonplace, do<br />
marketers see themselves in this light? And, more importantly, do they feel they have the skills and resources<br />
needed for content marketing?<br />
MarketingProfs and Junta42 set out to find these answers. With the help of the Business Marketing Association (BMA)<br />
and American Business Media (ABM), we surveyed 1,100 North American marketers in May 2010. This is the largest,<br />
most comprehensive content marketing study of its kind in the world.<br />
Fundamentally, the study reveals that marketers do consider content to be key to their marketing mix:<br />
9 in 10 organizations market with content – regardless of company size or industry.<br />
Our findings also confirm th<a title="B2B_ContentMarketing.pdf page 1" href="http://viewer.zmags.com/publication/d5f6caf8?page=1"> </a>
<a title="B2B_ContentMarketing.pdf page 2" href="http://viewer.zmags.com/publication/d5f6caf8?page=2"> B2B Content Marketing: 2010 BenChM</a>
<a title="B2B_ContentMarketing.pdf page 3" href="http://viewer.zmags.com/publication/d5f6caf8?page=3"> Foreword Hello, Fellow B2B Marketer! Like it or </a>
<a title="B2B_ContentMarketing.pdf page 4" href="http://viewer.zmags.com/publication/d5f6caf8?page=4"> eXeCUTIVe SUMMArY STUdY SHowS B2B CoNTeNT MArKeT</a>
<a title="B2B_ContentMarketing.pdf page 5" href="http://viewer.zmags.com/publication/d5f6caf8?page=5"> MAJor FINdINGS IN 5 KeY AreAS 1. Usage and Effec</a>
<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>
<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>
<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>
<a title="B2B_ContentMarketing.pdf page 9" href="http://viewer.zmags.com/publication/d5f6caf8?page=9"> Social Media Distribution Channels We also asked </a>
<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>
<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>
<a title="B2B_ContentMarketing.pdf page 12" href="http://viewer.zmags.com/publication/d5f6caf8?page=12"> 2. GoALS ANd MeASUreMeNT Brand Awareness, Loyalt</a>
<a title="B2B_ContentMarketing.pdf page 13" href="http://viewer.zmags.com/publication/d5f6caf8?page=13"> To measure the effectiveness of content marketing</a>
<a title="B2B_ContentMarketing.pdf page 14" href="http://viewer.zmags.com/publication/d5f6caf8?page=14"> Content Marketing Spending An expanding budget is</a>
<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>
<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>
<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>
<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>
<a title="B2B_ContentMarketing.pdf page 19" href="http://viewer.zmags.com/publication/d5f6caf8?page=19"> Lack of C-Level Buy-In </a>
<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>
<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>
<a title="B2B_ContentMarketing.pdf page 22" href="http://viewer.zmags.com/publication/d5f6caf8?page=22"> Industry Classification (n=1,124), % of Total Adve</a>
<a title="B2B_ContentMarketing.pdf page 23" href="http://viewer.zmags.com/publication/d5f6caf8?page=23"> About MarketingProfs: MarketingProfs is a rich an</a>
<a title="B2B_ContentMarketing.pdf page 24" href="http://viewer.zmags.com/publication/d5f6caf8?page=24"> This digital version of 2010 B2B Content Marketin</a>