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benchmarks, budgets, north america marketing(基准,预算,北美市场)
2015
Benchmarks,
B2B Budgets,
CONTENT and Trends—
North America
MARKETING
SponSored by
TABLE OF CONTENTS
Welcome 3
Executive Summary/Key Takeaways 4
Usage Overall Effectiveness 8
Strategy Organization 10
Goals Metrics 14
Content Creation Distribution 17
Budgets Spending 28
Challenges Initiatives 30
Comparison Chart: Profile of a Best-in-Class B2B Content Marketer 35
Comparison Chart: Documented vs. Verbal or No Content Marketing Strategy 36
Comparison Chart: Differences Between B2B and B2C Content Marketers 37
Comparison Chart: Key Areas of Difference Between B2B and B2C Initiatives 38
Demographics 39
About 40
SponSored by
2
WELCOME
Hello Content Marketers,
Welcome to the fifth annual B2B Content Marketing Benchmarks, Budgets, and
Trends—North America report. It’s hard to believe that it’s been five years since we
first surveyed marketers on how they use content as part of the marketing mix. Since
then, the survey has grown to reach marketers all across the globe. This year, we
heard from more than 5,000 marketers—in 25 industries in 109 countries—from for- Joe Pulizzi
Founder
profit and nonprofit organizations. In this report, you’ll learn how the B2B marketers Cont
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