Author: Lisa Murton Beets

Lisa Murton Beets is Content Marketing Institute's research director. She oversees all aspects of our annual content marketing survey, as well as the reports we publish based on the findings. Lisa also works with CMI’s consulting/advisory and sales teams to develop and report on custom research surveys. Follow her @LisaBeets.

By lisa-murton-beets published April 12, 2017

Time for B2B Enterprise Marketers to Get Focused on Their Audience vs. Their Brands [New Research]

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Too many B2B enterprise marketers are focusing on their brand rather than their audience while creating content. That’s one of the key findings in our new research report, B2B Enterprise Content Marketing 2017: Benchmarks, Budgets, and Trends—North America sponsored by KnowledgeVision.

Let’s take a look at the actual stat: 53% of B2B enterprise marketers who responded to our annual content marketing survey say they agree that their organization is focused on creating content for their audience versus their brand. That’s a lot lower than the 69% of all B2B North American marketers we surveyed (across all industry types and company sizes) who focus on audience versus brand. In other words, B2B enterprise marketers are among the worst offenders here.Continue Reading

By lisa-murton-beets published March 22, 2017

7 Things Top-Performing Technology Marketers Do With Their Content [New Research]

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Technology marketers have tough jobs. Not only must they master their company’s sometimes complex products and offerings, but they also need to communicate quickly and succinctly — and in a way that is different from what their competitors are doing. Complicating matters is the long and often complex buyer’s journey.

But, there is good news. According to our latest research, as reported in Technology Content Marketing 2017: Benchmarks, Budgets, and Trends—North America, sponsored by IDG and IDG Enterprise, 64% of technology marketers say their organization’s overall content marketing approach is much more or somewhat more successful compared with one year ago; 92% of those marketers attribute that success primarily to doing a better job with content creation.Continue Reading

By lisa-murton-beets published February 24, 2017

5 Research Insights to Drive Your Content Marketing

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Now in its seventh year, the Content Marketing Institute/MarketingProfs annual survey of content marketers has evolved with the times. In 2010, content marketing was little more than a buzzword. Most marketers dabbling in the approach were curious about the tactics (e.g., blogging, webinars, events) their peers were using and how well those tactics were working.

Sure, we’re still interested in tactics … but there is so much more to consider now. Content marketing has grown into a complex business discipline composed of many distinct areas — content creation, strategy, distribution, paid promotion, and measurement, to name a few. Managers have to determine the best ways to organize content marketing across the enterprise, how much budget they need, and the mix of roles required to pull it off. There’s always something new to learn.Continue Reading

By lisa-murton-beets published July 8, 2016

Use of Interactive Content on the Rise [Research]

Ion_CoverDo you use interactive content to influence the buyer’s journey? Fifty-three percent of content marketers we recently surveyed said they do. And what do you think is their top reason for doing so?

You may suspect that it’s engagement (I know I did). I was pleasantly surprised, however, to see that educating the audience was the No. 1 reason (75%) for using interactive content. Sure, 59% said engagement, making it the No. 2 reason (followed closely by lead gen and brand awareness), but educating the audience — one of the key tenets of content marketing — reigned supreme.Continue Reading

By lisa-murton-beets published January 29, 2013

How Manufacturers are Managing Content Marketing: 7 B2B Insights

content marketing researchThe Content Marketing Institute and MarketingProfs recently published research on B2B and B2C Content Marketing in our 2013 Benchmarks, Budgets and Trends reports. While the findings give us insight into how B2B and B2C marketers are managing content marketing, we were still curious about the state of content marketing in specific key industries, and how content efforts in vertical markets were differing from those of their peers in other industries.

We decided to first look at marketers who work for B2B manufacturing organizations in North America. This group has adopted content marketing at a slightly higher rate (94 percent) than their North American B2B peers across all industries (91 percent).Continue Reading