Content Marketing Institute Releases New Research on State of Manufacturing Content Marketing

CLEVELAND, Nov. 06, 2019 (GLOBE NEWSWIRE) — While they face challenges, the outlook appears to be optimistic for manufacturing content marketers. That’s a key takeaway from the brand new Manufacturing Content Marketing 2020: Benchmarks, Budgets, and Trends report, produced by the Content Marketing Institute (CMI) and sponsored by IEEE GlobalSpec.

To see the full report visit:

The top challenge in manufacturing is one content marketers in many industries share: overcoming the traditional marketing-and-sales mindset.  More than half (55%) named this the top challenge for 2020, up from 50% in 2019. Nevertheless, it appears content marketers in manufacturing feel more successful this year. Eighty-two percent of manufacturing respondents said their organization is extremely, very, or moderately successful. Sixty-five percent said they are much more or somewhat more successful than one year ago.

“With regard to content marketing, manufacturers have arrived,” says Lisa Murton Beets, research director, Content Marketing Institute. “No longer do we view them as late adopters. We saw a big increase this year in those who are approaching content marketing strategically. In addition, they’re having an easier time accessing subject matter experts and communicating complex content. Overall, manufacturers are reporting healthy levels of content marketing success, which is exciting to see.”

Other Key Highlights:

  • Manufacturing marketers are becoming more strategic: 41% of those surveyed said their organization has a documented content marketing strategy versus 21% last year, indicating a stronger focus on being strategic with their content marketing approach.
  • Communicating complex content and accessing subject matter experts has improved: A smaller percentage than last year reported being challenged with communicating complex content (36% this year vs. 60% last year) and accessing subject matter experts (40% this year vs. 50% last year).
  • They create content for four different audiences, on average, yet only 40% always/frequently craft content for specific stages of the customer journey: Many respondents create content for several different audiences, yet there is a need to craft content more precisely based on where those audiences are in the customer journey.
  • 64% of manufacturing marketers outsource at least one content marketing activity: Among those who outsource, 87% outsource content creation, which may help explain why their ability to communicate complex content has improved.
  • Several organic (nonpaid) opportunities to distribute content are being overlooked: Most manufacturing marketers use social media platforms, their organization’s website/blog, and email to distribute content. However, fewer take advantage of speaking/events (43%), media/influencer relations (33%), or guest posts/articles in third-party publications (31%).

To view all CMI research visit: contentmarketinginstitutecom/research

About Content Marketing Institute

Content Marketing Institute is the leading global content marketing education and training organization, teaching enterprise brands how to attract and retain customers through compelling, multichannel storytelling. CMI’s Content Marketing World event, the largest content marketing-focused event, is held every fall in Cleveland, Ohio, and ContentTECH Summit event is held every spring in San Diego, California. CMI publishes Chief Content Officer for executives and provides strategic consulting and content marketing research for some of the best-known brands in the world. Content Marketing Institute is organized by Informa Tech. To learn more:

About Informa Tech

Informa Tech is a market-leading provider of integrated research, media, training, and events to the global Technology community. We’re an international business of more than 600 colleagues, operating in more than 20 markets. Our aim is to inspire the Technology community to design, build and run a better digital world through research, media, training and event brands that inform, educate and connect. Over 7,000 professionals subscribe to our research, with 225,000 delegates attending our events and over 18,000 students participating in our training programs each year, and nearly 4 million people visiting our digital communities each month.

Press Contact:
Amanda Subler
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