2021年B2B内容营销报告（英）-49正式版.doc

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2021年B2B内容营销报告（英）-49正式版.doc

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B2B11THANNUAL

B2B

CONTENTCONTENT

MARKETINGMARKETING

BENCHMARKS,BUDGETS,

ANDTRENDS

INSIGHTSFOR20211

TABLEOFCONTENTS

mINTRODUCTION 3

mB2BCONTENTMARKETINGTOPPERFORMERSATAGLANCE 4

mPANDEMICRESPONSECONTENTMARKETINGSUCCESS 5

mTEAMSTRUCTUREOUTSOURCING 13

mCONTENTCREATIONDISTRIBUTION 20

mMETRICSGOALS 32

mBUDGETSSPENDING 36

mINSIGHTSFOR2021 42

mMETHODOLOGY 48

mABOUT 49

SURVEYTERMDEFINITIONS

ContentMarketing:Astrategicmarketingapproachfocusedoncreatinganddistributingvaluable,relevant,andconsistentcontenttoattractandretainaclearlydefinedaudience—and,ultimately,todriveprofitablecustomeraction.

Success:Achievingyourorganization’sdesired/targetedresults.

CHARTTERMDEFINITIONS

AllRespondents:B2Bcontentmarketers,allofwhomindicatedtheirorganizationhasusedcontentmarketingforatleastoneyear.

MostSuccessful(akaTopPerformers)andLeastSuccessful:The“mostsuccessful”arethosewhocharacterizetheirorganization’soverallcontentmarketingapproachasextremelyorverysuccessful(Top2).The“leastsuccessful”characterizetheirorganization’sapproachasminimallyornotatallsuccessful(Bottom2).SeePage10.

ANN

LISA

STEPHANIESTAHL

CATHYMcPHILLIPS

HANDLEY

MURTON

GeneralManager,CMI

VPMarketing,CMI

BEETS

ChiefContentOfficer,

ROBERTROSE

JOSEPH“JK”

MarketingProfs

ResearchDirector/

ChiefStrategyAdvisor,CMI

KALINOWSKI

ReportAuthor,CMI

KIMMOUTSOS

CreativeDirector,CMI

VPContent,CMI

INTRODUCTION

CONTENTMARKETING

INAYEARLIKENOOTHER

Welcometothe11thAnnualB2BContentMarketingBenchmarks,Budgets,and

Trendsreport.Youmaynoticethisyear’sreportfeelsdifferentthanpastyearsandthat’sbydesign.Ayearlikenootherrequiredanapproachlikenoother.

Asinpastyears,wefieldedthesurveyduringthesummer.Weaskedmanyofthesamequestionsaslastyearbutaddednewonestoseehowcontentmarketerswerefaringseveralmonthsintothe