These are some of the statistics I cited during my presentation today at the MinneAnalytics conference.
Forrester Report [PDF]
- 51% of B2B marketing leaders rate their content marketing practices as very mature, an overwhelming 85% fail to connect content activity to business value — and, as a result, fail to retain customers or win their long-term loyalty.[Tweet “51% of B2B marketing leaders rate their content marketing practices as very mature – “]
- When asked to look back at the past 12 months and rate the effectiveness of content marketing efforts, only 14% of those surveyed gave their content practices high marks for delivering value back to the business.
- 62% of respondents agreed that they develop content on a campaign by campaign basis, an ad hoc approach that the study’s author interprets as ignoring the ways in which buyers encounter the content over time.
- Roughly half of the respondents said that their primary focus is creating content for distribution channels such as websites, social media, and print publications, and another 16% said that their primary focus was developing sales materials or collateral about their products, services and offerings.
- A startling 72% of surveyed marketers say less than half of their marketing staff plays a primary role in content marketing today — leaving content to quickly degrade to talk of products, features, and what the company has to offer, rather than cleverly packaged bits of the interesting insights buyers crave.
- Content fails to highlight how products and services help customers become successful. While 71% of surveyed marketers say their content features case studies or customer stories, only 3% admit this is a primary focus of their efforts.
- Content lacks forward-leaning insights that buyers can turn into action. Only 12% of respondents make publishing research and perspectives the main focus of their content marketing, and no one said they engage external experts to validate those ideas.
- Content focuses on closing the deal, not on building relationships. While more than three-quarters of respondents say they frequently communicate to their customer base, only 5% make this a priority, proving that marketers are too focused on acquisition rather than long-term loyalty.
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Content Marketing Institute 2014 B2B Content Marketing Report [PDF]
- 4397 marketing professionals worldwide across a range of industries, company sizes & job titles/functions
Enhancing The Buyer’s Journey: Benchmarks For Content & The Buyer’s Journey [PDF]
Economist Survey: Organizational Dynamics [PDF]
- The larger the organization, the more difficult content marketing is to implement
Content Marketing Measurement Statistics
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- Contently: Over 90% Of Marketers Are Not Confident In How They Are Measuring Content
- 90 percent of marketers expressed uncertainty that their key content metrics are effective in measuring business results
- B2B & B2C content marketers most common goal (73 percent) is brand awareness.
- 47% said Lead Generation
- 45% said thought leadership
- 11% said ad monitization
- 69 percent of marketers said that they were using pageviews/unique visitors to measure the success of their content
- 65% use social shares/likes
- 48% measure subscribers/followers
- Less than half (43%) are examining time on site.
- 7 percent of respondents are not measuring the success of their content in any way.
- Yet 50 percent of respondents expressed a desire to be able to measure how much real attention people are paying to their content.
- 48% wish they could measure How much brand awareness our content is driving
- ChartBeat – Using Engaged Time to Understand Your Audience
- ChartBeat found that “visitors who read an article for three minutes returned twice as often as those who read for one minute.”
- also found that higher engaged time leads to better brand recall.
- Vulture.com’s reader loyalty Study: Visitors who came to the site five times in a month were more likely to keep regularly returning to the site.
- 7 Content Marketing Metrics You’re Probably Undervaluing
- “Brand lift” – increase in customer/audience perception. Common factors: increased brand awareness, brand recall, customer purchase intent, and affinity
- Engaged time – Measures content performance
- Time on page + Active Window + Interactions
- Average Finish – The percentage of people who actually finish reading your content. Measures how compelling your content is
- Microsoft Research: The first 10 seconds someone spends on a page are the window you have to get them to stay longer.
- Return Readers – It is what it says it is: How many readers come back?
- Understanding what makes people come back helps you understand how to acquire and retain new readers.
- Visitor Loyalty – How often do people revisit your site within a period of time.
- Longevity – How long does your content continue to provide value?
- Email Engagement – How much time do people spend reading your email?
- Litmus tracks email engagement based on how many seconds your email was left open.
iQ by Intel – Content Marketing Case Study (via Digiday)
- iQ by Intel – launched in May 2012
- Published content curated from what Intel employees were sharing on social
- Combination of curated and original content
- 2 ½ month-long test to establish a baseline for allocating media spend
- Partnered with PSFK.com in January
- 40 stories about the future of wearable tech over 10 week period
- Each post in the first two weeks promoted through social media and content-recommendation widgets
- Results would inform the strategy for the rest of the series and all of iQ.
- Used real-time analytics for content performance and referral traffic
- Insight: Just 10% of iQ’s posts were generating 90% of the site’s traffic.
- Blog currently averages between 400,000 and 450,000 unique visitors a month
- Up from the 200,000 before paid distribution
- 62% of referral traffic comes from social
- 63% of that comes from Facebook
- Approximately 70% of promotion spend is on Facebook
- BuzzSumo data: iQ by Intel Social Shares 1/1/14 – 9/26/14
- Additional Reading:
BlendTec – Content Marketing Case Study
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