As a content marketer, you’re likely seeking reputable research reports and white papers to inform several of your processes, such as:
- Planning your upcoming strategies
- Validating the directions you’re taking
- Making the business case for content in your organization
At CMI, we’re pretty passionate about research, too. In fact, we conduct original research every year to help set budgets and benchmarks for your effective content marketing efforts. But, we also like to keep tabs on what others are saying about content marketing, so we can make sure we are keeping up with the latest trends.
As you know, one stat on its own may be valuable, and even tweet-worthy, but seeing multiple stats that validate your point of view is definitely more convincing.
That’s why we’ve compiled this list of some of the best content marketing research out there. It’s designed to serve as a go-to resource for the information we think will be most valuable — and we’d love to add your research, as well.
Huge thanks go to Anna Ritchie, who helped us compile this list.
Content Marketing Research
Marketers are often looking for research to see how they compare to their peers or justify spend and activities. Here is a list of content marketing research to reference. What else can you add?
In November, we launched a short online survey to find out more about the state of content marketing in the UK. More than 70 people responded - three-quarters of them marketers of whom nearly two-thirds work client-side - to give us an overview of how businesses in the UK approach content marketing and give us an insight into their plans for 2013.
A recent survey conducted at Content Marketing World polled nearly 500 respondents on their global content marketing and translation strategies. Surprisingly, results show nearly two-thirds of participants whose companies market globally do not have a multilingual content marketing strategy in place. This report highlights content marketing challenges, strategies and solutions for those who market to multilingual audiences.
(CMI, 2013) For B2B marketers of small business (i.e. companies with 10-99 employees), content marketing practices are sometimes strikingly different from their enterprise marketing peers. This report reviews those differences, and their implications to these marketers. Gathers insights form 1,416 B2B marketers from North America.
(CMI, MarketingProfs, 2013) The third annual B2B benchmark report from the Content Marketing Institute and MarketingProfs (sponsored by Brightcove). 1,416 B2B marketers in North America share top priorities for their content marketing programs, key concerns, measurement methods, and more. The report also shares what tactics, and distribution methods, companies are using for content, as well as the overall perceived effectiveness of each by practitioners.
(Optify, 2012) An annual report that reviews the performance of the primary sources of traffic to B2B websites. Data is gathered from an analysis of over 62 million visits, and 350,000 leads from 600+ small and medium-sized B2B websites. Use this report as a way to help you evaluate your own marketing activities and performance and understand where certain adjustments may be made to optimize.
(CMI, UK DMA, 2013) In many respects, content marketing has taken a stronger hold in the UK than it has anywhere else. See evidence of this and other trends and comparisons in this premier study, which can provide some useful tips and best practices based on the findings from 190 UK marketing practitioners, as well as comparisons with Australian and North American peers.
(Google, Sterling, Ipsos, 2012) How are your consumers finding content? Where do they spend the most time? Is your content strategy equipped to respond to a variety of preferences, channels, and search styles? This 2012 research report from Google provides insights into how consumers are behaving with across platforms; providing insights on how content can be optimized to meet different channel needs. The report gathers findings from 1,611 participants.
(Hubspot, 2013) HubSpot's 2013 State of Inbound Marketing Report reviews the inbound marketing industry. See why marketers are continuing to increase their spend on inbound marketing, and how it relates to broader marketing initiatives. Collects insights from 3,339 marketers as well as commentary from industry leaders.
(CMI, 2013) This report shares insights from 1,416 B2B enterprise marketers as they explore their similarities and differences in content marketing practices. Key findings include that they use more content marketing tactics, outsource content creation more frequently, and are more challenged with integration across marketing, when compared with their B2B peers overall.
(IBM, 2013) This report gathers insights from over 1,700 CMOs spanning 19 industries and 64 countries. You'll learn what many CMOs state are their biggest challenges, and top priorities in the year ahead. This includes how CMOs are leveraging, but not relying on, the role of technology in their content strategy.
Advertising and media are converging. The results will disrupt how companies must deploy their marketing efforts. Marketers, and their agency partners must conv
12 Industry Breakout: 2013 B2B Content Marketing Benchmarks, Budgets and Trends, North America - Manufacturing Marketers
(CMI, 2013) What is the current state of content marketing in specific key industries? How do these practices differ from other industries? This report breaks down the findings from 88 survey participants who identified themselves as working in the manufacturing industry, and offers insights into how certain practices may differ from the broader group of responders in the 2013 B2B Content Marketing Benchmarks study.
(Edison, Arbitron, 2012) This study collects data from 2,020 participates across the U.S. It provides insight on consumer behaviors as they relate to social media, including what types of users are more prevalent on which platforms. These insights can help you as you adapt your content marketing strategies and distribution across networks. It includes information on how active users are within each platform.
(Altimeter, 2012) In order to meet changing “multi-screen” consumer behaviors companies must find a new way to be in the right place at the right time, with the right kinds of media. This report reviewed more than 70 case studies and conducted interviews with industry experts and corporate practitioners to share insights, best practices, data, and inspirations for starting this challenging — yet necessary — initiative.
(Econsultancy, 2012) This report gathers insights from 1,300 marketers working for brands, agencies and publishers. The survey looks at the amount and type of content marketing carried out by organisations, how many brands have a strategy in place, the tactics and channels they are using for content, ownership of content marketing within organisations, how publishers are using content marketing, and the challenges and barriers to success in this area.
16 Organizing for Content: Models to Incorporate Content Strategy and Content Marketing in the Enterprise
Despite an overwhelming trend toward content marketing and the need to continually feed an ever-increasing portfolio of content channels and formats, most organ
(AXONN, 2013) Incorporating feedback from 424 marketing professionals, AXONN's research paper uncovers how companies are turning their content marketing strategies into successful campaigns. From tactics to measurement, AXONN uncovers what companies are focusing on now, and what may shift and change in the near future.
(CMI, MarketingProfs 2013) The first annual B2C benchmark report from Content Marketing Institute and MarketingProfs (sponsored by Pace). 354 marketers participated in this study, which reviews how content marketing is being used in the B2C space, as well as the specific challenges, priorities and best practices are for this unique group of marketers.
(Curata, 2012) This research report compiles insights from 465 marketing professionals. It looks at the increase of importance of content marketing for marketing professionals, as well as which practices are being utilized and what common challenges are being faced.
(CopyPressed, 2013) This white paper gathers insights from 329 marketing professionals as they share what their top priorities are for 2013, including: how much is being invested in content marketing, what practices are yielding the best ROI, what types of content and distribution channels are most effective, and more.
(CMI, ADMA, 2013)This research report reveals findings from a recent analysis of content marketing best practices of 216 marketers in Australia and compares how they relate to those in North America.
(InSites Consulting, 2012) This research report provides an overview of social media practices across the globe, spanning 19 countries and gathering insights from 7,827 consumers. It reviews where consumers are spending their time, how they are using social media, and insights on how brands can leverage these channels to optimize content through collaboration.
(MarketingSherpa, 2013) This excerpt from MarketingSherpa's 2013 Benchmark Report provides insights from 1,095 marketers and their email marketing practices as they relate to their broader marketing initiatives. The excerpt includes best practices to improve the effectiveness of your email marketing program.
(UBM Tech, 2013) 150+ tech marketers sharing insights on the changing landscape of business technology marketing. Learn the needs of this specific group of marketers, as well as top priorities and challenges.
(IDG Enterprise, 2013) This whitepaper provides insights from 1,025 IT decision-makers on the role content consumption plays in the purchase process for large services, including how companies can create high impact content to better engage with key decision makers and IT buyers.
In the research-focused List.ly above, you’ll find:
- B2B and B2C benchmarks, budgets and trends for North America, the U.K. and Australia
- Research reports broken down by industry
- Meaningful insights on the current state of digital marketing — and the specific implications for content marketers
- Discussions on the way social media usage impacts content marketing strategy
- Ideas for building stronger connections between your content and sales teams
Sharing your own resources with List.ly
We created this list using List.ly, which is a simple way to create and share lists on pretty much anything and everything. Here’s how it works:
- Gather relevant research pieces for your list, adding filters so you can easily sort and browse through the studies to find those most relevant to you.
- Rank the reports — you can vote each one “up” or “down” in your rankings, as well as add comments wherever you would like.
- Pick reports to save or share from your list. You can even share or embed the entire list on your website or within your own social networks.
Through the process, we found that List.ly really helped us minimize the legwork involved, which made it really quick and easy to find the stats we wanted to highlight and share.
The studies we selected contain dozens and dozens of charts, graphs, stats, and commentary gathered from thousands of marketers just like you. But this list is just the beginning. We’ll be curating this data in various ways to make it even more useful. But in the meantime, we would love your help in making this list a more comprehensive resource. What would you add? Let us know your thoughts in the comments below.
For more resources and research to help guide your effective content marketing strategies, visit CMI’s Original Research page.
Cover image via Bigstock