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B2B buyers find nearly 70% of the content they need on their own, and up to 60% of B2B buying decisions are completed before engaging with a supplier’s sales representative.

Source: Content Marketing Is A Key Differentiator For Tech Marketers, Forrester Research, 2012

93% of B2B marketers are using content marketing in 2014, up from 91% in 2013.

Source: Content Marketing Institute’s B2B Content Marketing 2014: Benchmarks, Budgets and Trends–North America

42% of B2B marketers say they are effective at content marketing in 2014, up from 36% in 2013.

Source: Content Marketing Institute’s B2B Content Marketing 2014: Benchmarks, Budgets and Trends–North America

The most effective B2B content marketers have a documented content strategy (66%), have someone who oversees content marketing strategy (86%), use an average of 15 tactics, use an average of 7 social media platforms, spend 39% of their marketing budget on content marketing, and are challenged with producing engaging content (35%).

Source: Content Marketing Institute’s B2B Content Marketing 2014: Benchmarks, Budgets and Trends–North America

B2B content marketing usage by tactic in 2014:

  • 87% Social Media – Other than Blogs
  • 81% Articles on Your Website
  • 80% eNewsletters
  • 76% Blogs
  • 76% In-person Events
  • 73% Case Studies
  • 73% Videos
  • 68% Articles on Other Websites
  • 64% Whitepapers
  • 63% Online Presentations
  • 62% Webinars/Webcasts
  • 51% Infographics
  • 44% Research Reports
  • 40% Microsites
  • 38% Branded Content Tools
  • 35% Print Magazines
  • 34% eBooks
  • 30% Books
  • 28% Mobile Apps
  • 27% Digital Magazines
  • 26% Podcasts
  • 25% Licensed/Syndicated Content
  • 25% Virtual Conferences
  • 24% Annual Reports
  • 22% Print Newsletters
  • 10% Games/Gamification

Source: Content Marketing Institute’s B2B Content Marketing 2014: Benchmarks, Budgets and Trends–North America

B2B marketers rate the most effective tactics they use:

  • 70% In-person Events
  • 65% Case Studies
  • 63% Videos
  • 63% Webinars/Webcasts
  • 62% Blogs
  • 60% eNewsletters
  • 59% Research Reports
  • 59% Whitepapers
  • 58% Articles on Your Website
  • 57% eBooks

Source: Content Marketing Institute’s B2B Content Marketing 2014: Benchmarks, Budgets and Trends–North America

B2B marketers use the following social media platforms to distribute content:

  • 91% LinkedIn
  • 85% Twitter
  • 81% Facebook
  • 73% YouTube
  • 55% Google+
  • 40% SlideShare
  • 34% Pinterest
  • 22% Instagram
  • 22% Vimeo
  • 16% Flickr
  • 15% StumbleUpon
  • 14% Foursquare
  • 14% Tumblr
  • 14% Vine

Source: Content Marketing Institute’s B2B Content Marketing 2014: Benchmarks, Budgets and Trends–North America

B2B content marketers use an average of 6 social media platforms to distribute content in 2014, up from 5 in 2013.

Source: Content Marketing Institute’s B2B Content Marketing 2014: Benchmarks, Budgets and Trends–North America

B2B marketers rate the most effective social media sites for content distribution:

  • 62% LinkedIn
  • 50% Twitter
  • 48% YouTube
  • 45% SlideShare
  • 40% Vimeo
  • 30% Facebook
  • 26% Pinterest
  • 23% Instagram
  • 22% Vine
  • 21% Google+

Source: Content Marketing Institute’s B2B Content Marketing 2014: Benchmarks, Budgets and Trends–North America

B2B organizations’ goals for content marketing in 2014:

  • 82% Brand Awareness
  • 74% Lead Generation
  • 71% Customer Acquisition
  • 68% Thought Leadership
  • 64% Engagement
  • 57% Customer Retention/Loyalty
  • 57% Website Traffic
  • 47% Lead Management/Nurturing
  • 45% Sales

Source: Content Marketing Institute’s B2B Content Marketing 2014: Benchmarks, Budgets and Trends–North America

B2B marketers monitor the following analytics for content marketing success in 2014:

  • 63% Web Traffic
  • 54% Sales Lead Quality
  • 50% Social Media Sharing
  • 48% Sales Lead Quantity
  • 44% SEO Ranking
  • 40% Time Spent on Website
  • 39% Direct Sales
  • 39% Qualitative Feedback from Customers
  • 34% Inbound Links
  • 32% Subscriber Growth
  • 29% Benchmark Lift of Company Awareness
  • 24% Benchmark Lift of Product/Service Awareness
  • 21% Increased Customer Loyalty
  • 14% Cross-selling
  • 6% Cost Savings

Source: Content Marketing Institute’s B2B Content Marketing 2014: Benchmarks, Budgets and Trends–North America

58% of B2B marketers in 2014 plan to increase their content marketing budget over the next 12 months. The most effective B2B marketers spend 39% of their budgets on content marketing.

Source: Content Marketing Institute’s B2B Content Marketing 2014: Benchmarks, Budgets and Trends–North America

B2B marketers segmented their content in some or all of the following ways in 2014:

  • 65% Industry Trends
  • 59% Profile of Individual Decision Makers
  • 55% Company Characteristics
  • 43% Stage in the Buying Cycle
  • 21% Personalized Content Preferences
  • 11% Competitors’ Content
  • 4% None

Source: Content Marketing Institute’s B2B Content Marketing 2014: Benchmarks, Budgets and Trends–North America

Companies adopting content marketing operations, similar to the companies researched, can expect a nearly six-fold revenue lift in their content marketing efforts. For an average B2B company, this can equate to additional revenues of approximately $11.9 million per year.

Source: Kapost’s Content is King: Measuring the ROI of Content Marketing Operations 2014

Only 43% of companies have a content marketing strategy executive, who is critical for a best-in-class content strategy.

Source: Curata 2014 Content Marketing Tactics Planner (Respondents 53% B2B / 12% B2C / 28% both)

The average desired content marketing mix is 61% created, 27% curated and 12% syndicated.

Source: Curata 2014 Content Marketing Tactics Planner (Respondents 53% B2B / 12% B2C / 28% both)

39% of marketers plan to increase their investment on curated content in 2014 to complement created content and better leverage content marketing resources.

Source: Curata 2014 Content Marketing Tactics Planner (Respondents 53% B2B / 12% B2C / 28% both)

90% of companies were driving awareness and demand generation efforts with content, relying most heavily on text-based formats including white papers/article posting, social media, blogs, newsletters, and case studies. In contrast, the more progressive companies, although not necessarily abandoning these tactics (although some are), are certainly taking a closer look at which tactics are higher in communication power and lower in competitive noise…“visual content” e.g., video, photography, custom illustrations, illustrative animation, and diagrams/informational graphics.

Source: CEB Marketing Leadership Council’s The Digital evolution in B2B Marketing 2011