Do Larger Brands Have it Easier When it Comes to Content Marketing?
Content Marketing Institute Releases New Research on B2B Enterprise Content Marketing
Apr 22, 2015, 07:00 ET
CLEVELAND, April 22, 2015 /PRNewswire/ -- Some argue that big companies have an advantage over small ones because they have bigger content marketing budgets. But new research released today by the Content Marketing Institute (CMI) shows large companies are often more challenged when it comes to content marketing. The B2B Enterprise Content Marketing: 2015 Benchmarks, Budgets, and Trends—North America, sponsored by Marketo shows how B2B enterprise marketers have changed their content marketing practices over the last year.
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Twenty-eight percent of enterprise marketers consider themselves to be effective at content marketing compared with 40% of small business marketers. They are more challenged with nearly every aspect of content marketing when compared with B2B marketers overall.
"The content marketing process is much more complex for large enterprises with multiple divisions and product lines," explains Joe Pulizzi, founder, Content Marketing Institute, and author of Epic Content Marketing and the upcoming book for entrepreneurs, Content Inc. "However, it's encouraging to see they are less focused on producing content just for the sake of producing content. Instead they are focused on creating more engaging, higher-quality content for their audiences."
Besides creating more engaging content, other top initiatives of enterprise marketers include organizing website content, developing a better understanding what content is effective—and what isn't, creating visual content, repurposing content, and measuring content marketing ROI.
Additionally, of all the groups of marketers that Content Marketing Institute has studied over the last year, enterprise marketers use the most content marketing tactics (16 on average). In-person events and videos are the most often used tactics (93% each). These are also the two tactics enterprise marketers say are most effective. The top goal for enterprise marketers remains brand awareness: 84% say it is an important goal, followed by engagement (80%), sales (79%), and lead generation (78%).
There are many more eye-opening findings in the full report.
About Content Marketing Institute (CMI)
Content Marketing Institute 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 in Cleveland, Ohio, USA. CMI also produces Intelligent Content Conference, Content Marketing Sydney and Content Marketing Singapore. CMI also publishes the bi-monthly 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. Watch this video to learn more about what we do.
SOURCE Content Marketing Institute