New Research Shows Engagement and Conversion are Top Content Marketing Initiatives
01/10/2014
B2B marketers are creating more content and using multiple tactics to promote and distribute content to their audiences
BOSTON, October 1, 2014 - A new study from the Content Marketing Institute and MarketingProfs, and sponsored by Brightcove (NASDAQ: BCOV), shows that B2B marketers want their content to drive stronger results, with a specific focus on engagement and conversion. The study shows that 69% of B2B marketers rank creating more engaging/higher-quality content as their top initiative, with better website conversions right behind at 63%. According to the study, creating engaging content has been the top challenge for marketers year-over-year.
"As content marketing evolves, B2B marketers are learning that it's not just about producing any type of content; more thought needs to go into it to be effective," said Joe Pulizzi, founder of the Content Marketing Institute and author of Epic Content Marketing. "Without a strategy it is difficult to determine the best direction, but our research shows B2B marketers are refining their thinking around content marketing and that will pay off in increased effectiveness."
"Its an interesting time in marketing as there's a clear shift in thinking from if content marketing should be implemented to how we can do it better," said Steve Rotter, vice president of digital marketing solutions at Brightcove. "With engagement and conversion as top initiatives, and video's immense success in driving these two factors, Brightcove will be a key partner to companies looking to be successful in this next stage of content marketing."
According to the study, 86% of B2B marketers use content marketing, but only 38% say they are effective at it. High percentages of B2B marketers cite the following goals for content marketing: brand awareness (84%), lead generation (83%), engagement (81%), and sales (75%). Steady with last year, B2B marketers use an average of 13 content marketing tactics, with social media - other than blogs (92%) remaining the top tactic and marketers using an average of six platforms. Other tactics include eNewsletters (83%), articles on a company's website (81%), blogs (80%), in-person events (77%), case studies (77%), and videos (76%).
B2B marketers also use on average three paid advertising methods to distribute/promote content, with 80% using at least one. Of the paid advertising methods used, B2B marketers have the most confidence in search engine marketing (SEM - 52%). Next in terms of effectiveness is promoted posts (e.g. promoted Tweets - 41%), social ads (e.g. LinkedIn ads - 38%), and content discovery tools (e.g. Outbrain, Taboola, nRelate - 36%). And while 49% of marketers use traditional online banner ads, only 26% find them effective.
Other interesting findings from the report include:
70% of B2B marketers are creating more content than they were one year ago
Although the majority (83%) say they have a strategy, only 35% have it documented. The 35% who have documented their strategy are more effective in all aspects of content marketing than those who have not
Infographics continue to grow in usage jumping to 62% this year from 51% last year
Website traffic has been cited as the most often looked to content marketing metric for five consecutive years
55% of B2B marketers plan to increase their content marketing budget in the next 12 months
Google+ was the social media platform with the biggest rise in usage growing 9 percentage points to 64%
42% of B2B marketers publish new content multiple times per week or daily
B2B Content Marketing: 2015 Benchmarks, Budgets and Trends -- North America reports on the findings gathered from the fifth annual content marketing survey conducted by the Content Marketing Institute and MarketingProfs about content marketing. The research was sponsored by Brightcove. More than 1,800 B2B marketers in North America from diverse industries and a wide range of company sizes responded to the survey in July and August 2014. Download the full report today.
About Content Marketing Institute (CMI)
Content Marketing Institute (CMI) is the leading global content marketing education and training organization. CMI teaches enterprise brands how to attract and retain customers through compelling, multi-channel storytelling. CMI's Content Marketing World event, the largest content marketing-focused event, is held every September, and Content Marketing World Sydney, every March. CMI also produces the quarterly magazine Chief Content Officer, and provides strategic consulting and content marketing research for some of the best-known brands in the world. CMI is a 2012, 2013 and 2014 Inc. 500 company.
About MarketingProfs
MarketingProfs offers real-world education for modern marketers. More than 640,000 marketing professionals worldwide rely on our free daily publications, virtual conferences and more to stay up-to-date on the most important trends in marketing and how to apply them to their businesses. Visit MarketingProfs.com for more.
About Brightcove
Brightcove Inc. (NASDAQ:BCOV) is a leading global provider of powerful cloud solutions for delivering and monetizing video across connected devices. The company offers a full suite of products and services that reduce the cost and complexity associated with publishing, distributing, measuring and monetizing video across devices. Brightcove has more than 5,500 customers in over 70 countries that rely on the company's cloud solutions to successfully publish high-quality video experiences to audiences everywhere. To learn more, visit www.brightcove.com.
Press Contacts
Jim Crook
InkHouse for Brightcove
781-966-4103
jim@inkhouse.com
This press release may include forward-looking statements regarding anti
LINK: | https://www.brightcove.com/en/company/press/new-research-shows-engagem... |
See more stories from brightcove |
Most recent headlines
04/08/2024
Dalet Appoints Santiago Solanas as CEO to Lead Next Era of Growth and Innovation
Dalet, a leading technology and service provider for media-rich organizations, is excited to announce Santiago Solanas as its new Chief Executive Officer (CEO)....
03/06/2024
Dalet and Veritone Reach Agreement to Distribute, Transact and Monetize Media Archives
Dalet, a leading technology and service provider for media-rich organizations, a...
28/04/2024
Mediahaus delivers the first SRT live-streaming sports production over 5G with URSA Broadcast G2
Mediahaus delivers the first SRT live-streaming sports production over 5G with U...
19/04/2024
Thank You for visiting us at NAB 2024!
Thank You for visiting us at NAB 2024! Thank you for joining us at the ToolsOnAir booth during NAB Show 2024! We were delighted to showcase our latest inno...
19/04/2024
Stress Positions Mines Health Anxieties for Comedy
PARK CITY, UTAH - JANUARY 18: (L-R) John Early and Theda Hammel attend the 2024 Sundance Film Festival Stress Positions premiere at Library Center Theatre on ...
19/04/2024
Give Me the Backstory: Get to Know Julian Brave NoiseCat and Emily Kassie, the Filmmakers Behind Sugarcane
By Lucy Spicer One of the most exciting things about the Sundance Film Festival...
19/04/2024
Mexico City Watchlist: 7 Documentaries About Working in CDMX
Pictured: Midnight Family By Stephanie Ornelas A great way to get to know a city as culturally unique and rich as Mexico City is to listen to the stories tol...
19/04/2024
SNS Dominates NAB Show 2024 With Triple Win For MOD
St. Louis, MO - April 18, 2024 - Studio Network Solutions (SNS) announced today that MOD won three prestigious industry awards at NAB Show 2024 held this week i...
19/04/2024
How Spotify Approaches Safety With Sarah Hoyle, Global Head of Trust and Safety
Spotify's mission is to unlock the potential of human creativity by giving a million artists the opportunity to live off their art and billions of fans the ...
19/04/2024
Spotify and Taylor Swift Create a One-of-a-Kind Library To Celebrate THE TORTURED POETS DEPARTMENT'
It's a beautiful day to be a Swiftie. Today, Taylor Swift dropped her 11th s...
19/04/2024
L3Harris Announces Quarterly Dividend
MELBOURNE, Fla., April 19, 2024 - The Board of Directors of L3Harris Technologies (NYSE:LHX) declared a quarterly cash dividend of $1.16 per common share, payab...
19/04/2024
Intel Lays Out 8K Production, AI Tech Plans for Paris Olympics
PARIS Intel has announced that its plans for the Olympic and Paralympic Games Paris 2024 will include using artificial intelligence technology powered by Intel ...
19/04/2024
Tech Advances Boost Adoption of 8K Production
LAS VEGAS Technologists working on all aspects of the 8K media production chain offered an optimistic update at the 2024 NAB Show on the state of 8K in video pr...
19/04/2024
OpenDrives New Software-Defined Platform Atlas Wins 2024 NAB Show Product of the Year Award
OpenDrives New Software-Defined Platform Atlas Wins 2024 NAB Show Product of the...
19/04/2024
Grass Valley Showcases Next-Generation T3 Series 4K/HD Digital Recording and Playback for Venues and Stadiums
Grass Valley Showcases Next-Generation T3 Series 4K/HD Digital Recording and Pla...
19/04/2024
NiTRo's M-CUBE Studio Levels Up Esports Productions with AJA Gear
NiTRo's M-CUBE Studio Levels Up Esports Productions with AJA Gear Brie Clayton April 19, 2024 0 Comments Esports' rapid rise to popularity can...
19/04/2024
Blackmagic Design Announces DaVinci Resolve 19
Blackmagic Design Announces DaVinci Resolve 19 Brie Clayton April 19, 2024 0 Comments Major update adds new DaVinci Neural Engine AI tools, new color ...
19/04/2024
Sony Considering Bid to Acquire Paramount
Sony Pictures Entertainment is reportedly in talks with Apollo Global Management to make a bid to acquire Paramount which itself is currently discussing a merge...
19/04/2024
How 1185 Films created the VFX on new horror, All You Need Is Death
Simon Wilkinson, head of VFX at 1185 films, talks about the technology behind the newly-released horror By Matthew Corrigan Published: April 19, 2024 Simo...
19/04/2024
Could Sony be preparing a bid for Channel 5's parent company?
The global electronics company is said to be considering joining forces with investment firm Apollo Management to bid for Paramount Global By Jenny Priestley ...
19/04/2024
EBU report highlights contribution of free-to-air sport broadcasting
The report broke the economic footprint of EBU member sports broadcasting into three main areas By Matthew Corrigan Published: April 19, 2024 The report b...
19/04/2024
CBS Stations Launches CBS News California Investigates' Segments
CBS Stations has launched CBS News California Investigates , with Julie Watts named regional CBS California correspondent. She will uncover and raise awarenes...
19/04/2024
MediaCo Acquires Estrella Media's Spanish-Language Network, Content Assets
MediaCo Holding, which owns radio stations WQHT (Hot 97) and WBLS in New York, said it acquired Estrella Media's Spanish-language video, audio and digital c...
19/04/2024
Season 5 of The Witcher' Will Be Final One
Netflix has ordered season five of fantasy drama The Witcher, which will be the final season. Production has recently begun on season four, and the two remainin...
19/04/2024
DirecTV Stream To Carry Eight More The CW Affiliates
DirecTV Stream said it added eight more The CW affiliates to its lineup on Thursday....
19/04/2024
CBS Orders More Elsbeth'
CBS has renewed Elsbeth for the 2024-2025 season. The drama, with Carrie Preston in the lead role, debuted February 29....
19/04/2024
With Bears on the Clock. NBCU Local Chicago Plans Extensive NFL Draft Coverage
With the Bears picking first, NBCUniversal Local's properties in Chicago plan extensive coverage of the NFL draft next week....
19/04/2024
Comcast Launches NOW
PHILADELPHIA As government subsidies for broadband services come to an end, Comcast has launched NOW, a new product portfolio of lower-cost Internet, mobile and...
19/04/2024
DirecTV Stream Adds CW Affiliates
DirecTV Stream has added more local CW stations for its streaming customers in Boston, Charlotte, Cincinnati, Cleveland, Hartford-New Haven Conn., Phoenix, San ...
19/04/2024
MediaCo Acquires Estrella Media's Content and Digital Operations
NEW YORK & LOS ANGELES MediaCo Holding Inc. has announced that it has acquired all of Estrella Media's network, content, digital, and commercial operations....
19/04/2024
Adobe Launches New Adobe Express Mobile App with Firefly AI
SAN JOSE, Calif. Adobe has announced that the all-new Adobe Express mobile app is available to all users, bringing features powered by Adobe Firefly generative ...
19/04/2024
Netflix Adds 9.3M Subs in Q1
LOS GATOS, Calif. Netflix reported another blockbuster quarter by adding 9.33 million new subscribers in Q1, 2024 as global paid memberships hit 269.6 million, ...
19/04/2024
The Current State of the Industry and the Future Impact of AI
The Current State of the Industry and the Future Impact of AI Hillary Lewis April 18, 2024 0 Comments The Entertainment Industry: How did we get here ...
19/04/2024
After Effects Tutorial Text Blur Reveal
After Effects Tutorial Text Blur Reveal Andy Ford April 18, 2024 0 Comments Here's a way to do a quick blur reveal for your text layer. Start by...
19/04/2024
Hollyland Mars M1 Enhanced Wireless Transmitter / Receiver
Hollyland Mars M1 Enhanced Wireless Transmitter / Receiver Colin Smith April 18, 2024 0 Comments This tutorial shows the new wireless transmitter rece...
19/04/2024
Resolve Fusion: Writing Expressions with Lua
Resolve Fusion: Writing Expressions with Lua Simon Ubsdell April 18, 2024 0 Comments The answer to the very frequently-asked question: what is the pro...
19/04/2024
B+C,' Next TV' Announce Winners of Best of Show Awards at NAB Show
B+C and Next TV have announced the winners of Best of Show Awards for the 2024 NAB Show. The awards were judged by a panel of industry experts at the convention...
19/04/2024
Cate Blanchett Narrates Nature Series on Netflix
Cate Blanchett narrates the Netflix series Our Living World, which premieres April 17. The four-part series looks at the extraordinary creatures around the glob...
19/04/2024
For All Mankind' Spinoff Is in the Works at Apple TV Plus
Apple TV Plus has a spinoff of For All Mankind in the works. It is called Star City and details the cosmonauts, engineers and intelligence officers working behi...
19/04/2024
Jacquie Walker, Longtime Buffalo Anchor, Stepping Down From Desk
Jacquie Walker, longtime anchor at WIVB Buffalo, will step down from the anchor desk. She has spent over 40 years at WIVB and her last day as an anchor is May 2...
19/04/2024
Bob Hearts Abishola' To Make Syndicated Debut This Fall
Bob Hearts Abishola will premiere in broadcast syndication this fall on such station groups as Nexstar Media Group, Sinclair, Hearst Television, Tegna, E.W. Scr...
19/04/2024
Live With Kelly and Mark' Celebrates One-Year Anniversary
Live With Kelly and Mark remains TV's top entertainment talk show as Kelly Ripa and her co-host and husband Mark Consuelo celebrate their one-year anniversa...
19/04/2024
Sean McLaughlin Named VP of News at Graham Media Group
Sean McLaughlin has been named VP of news for Graham Media Group. He had been senior VP of local news at E.W. Scripps. He will will be responsible for developi...
19/04/2024
Netflix Shares First Peek at Long-Awaited One Hundred Years of Solitude'
Netflix has shared the first trailer from One Hundred Years of Solitude, a series based on the esteemed novel by Gabriel Garc a M rquez. The streamer is on boar...
19/04/2024
NAB 2024 in Review: West Hall - SportsTech Buzz From AWS, Appear, Ateme, The Switch, TATA Communications, Telstra, TVU Networks, Verizon, and More
NAB 2024 in Review: West Hall - SportsTech Buzz From AWS, Appear, Ateme, The Swi...
19/04/2024
NAB 2024 Draws 61,000+ Attendees With More Than Half Attending the Show for the First Time
NAB 2024 Draws 61,000+ Attendees With More Than Half Attending the Show for the ...
19/04/2024
Rohde & Schwarz and VIAVI support European OTIC in Berlin for O-RAN conformance certification
Rohde & Schwarz and VIAVI support European OTIC in Berlin for O-RAN conformance ...
19/04/2024
Riedel launches Bolero Connect for seamless integration with PunQtum
Wuppertal April 19, 2024 Riedel launches Bolero Connect for seamless integration with PunQtum A pioneer in the field of digital intercom, Riedel has recently ...