1、2019年内容营销白皮书2019年内容营销白皮书2019年北美科技行业内容营销行业基准、预算及趋向-致趣百川解读版 2019年北美科技行业内容营销行业基准、预算及趋向-致趣百川解读版 SPONSORED BYIDG Communications, Inc.科技行业科技行业SPONSORED BY科技行业营销，过程复杂，决策人数众多，周期长，用户角色复杂。美国内容营销协会推出的2019年科技行业内容营销行业基准、预算及趋向解释了科技行业如何高效进行内容营销。致趣百川将国际趋势与国内现状相结合，立足中国市场，全面解读2019科技行业内容营销趋势：1. 68%营销人的最大挑战是创建吸引多种角色的内容

2、，只有38的技术受访者表示难以触达他们的目标受众。2. 为已有客户制造内容是最高优先级，82的技术营销人员认为他们的机构更关注创建与现有客户建立忠诚度的内容。73的交成功受访者表示他们在过去12个月内成功地使用了内容营销来建立客户忠诚度，而在所有受访者中这一比例为53。3. 几乎所有人都表示在漏斗顶端通过内容营销取得了成功，特别是在创建品牌知名度和获取潜在客户线索方面。 注：（文中橙色部分为致趣百川解读）致趣百川解读综述致趣百川解读综述SPONSORED BY销售提供反馈是研究用户的最佳方式销售提供反馈是研究用户的最佳方式80受访者表示，销售团队的反馈是他们用于研究用户的最佳方式。为已有客户制

3、造内容是最高优先级为已有客户制造内容是最高优先级82的技术营销人员认为他们的机构更关注创建与现有客户建立忠诚度的内容。电子邮件/电子邮件活动是用户培育的关键电子邮件/电子邮件活动是用户培育的关键 营销人员用于培养受众的最佳内容营销方法是电子邮件/电子邮件活动（92）， 教育内容排在第二位，占79。62的人担心SEO /搜索算法的变化62的人担心SEO /搜索算法的变化最受关注的内容营销问题是SEO /搜索算法的变化（62）。 第二受关注的是内容营销作为收入中心（48）。创建吸引人的内容最具有挑战创建吸引人的内容最具有挑战这些受访者中的多级角色当被问及他们面临的独特内容营销挑战时，只有38的技术

4、受访者表示难以触达他们的目标受众; 然而，他们面临的最大挑战是如何创造吸引目标受众内多层角色的内容（68）。SPONSORED BY最佳表现者最佳表现者所有受访者所有受访者企业非常致力于内容营销58%58%28%28%企业的内容营销是顶尖/成熟的85%85%49%49%有成文的内容营销策略66%66%42%42%认为他们的企业更关注创建与客户建立忠诚度的内容91%91%82%82%始终/经常根据买家旅程的特定点/阶段制作内容90%90%62%62%始终/经常将受众的信息需求优先于其企业的销售/促销信息87%87%69%69%始终/经常优先考虑在最佳时间向正确的受众群体提供正确的内容82%82%

5、57%57%已成功使用内容营销在过去12个月内产生销售/收入77%77%55%55%在过去12个月内，已成功使用内容营销与现有客户/客户建立忠诚度73%73%53%53%企业面临的挑战是创建吸引机构内不同级别的角色的内容66%66%68%68%表现最佳的科技行业内容营销人员和所有受访者之间的差异表现最佳的科技行业内容营销人员和所有受访者之间的差异*最佳表现者（又名“最成功人士”）是将其组织的整体内容营销方法描述为非常或非常成功的人。 科技行业的采购活动需要诸多人员的参与，所以内容营销人员需要创建适应各种角色的内容。即使是最成功的营销人员，在这一点上也饱受困扰。而无论是普通营销人员还是最佳营销人

6、员，他们的企业都对如何创建增强客户粘性的内容表示了极高的关注度。SPONSORED BY内容营销成功度、 成熟度、贡献度内容营销成功度、 成熟度、贡献度SPONSORED BY科技行业营销人员如何评价其组织内容营销成功的整体水平科技行业营销人员如何评价其组织内容营销成功的整体水平2%2% 4%4%54%54%14%14%26%26%极其成功非常成功一般成功不太成功完全不成功与一年前相比，技术营销人员如何评价其组织的内容营销成功率与一年前相比，技术营销人员如何评价其组织的内容营销成功率2%2% 0%0%53%53%23%23%22%22%明显更成功一定程度上更成功基本持平一定程度上更失败非常失败

7、75的技术受访者表示，与一年前相比，他们的企业在内容营销方面更成功75的技术受访者表示，与一年前相比，他们的企业在内容营销方面更成功优质内容营销是让品牌真正发挥作用的必备策略。它在品牌与用户之间建立了一种情感联系，即使没有任何涉及产品层面的推广，也能巧妙捕捉观众的注意力和想象力。成功的新兴企业和年轻的科技公司都知道成文的内容战略的价值，而行业巨头和老牌企业也正逐步跨进内容营销的新时代。而在整个B2B领域，认为自己的团队在内容营销方面更为成功的比例为70%。这说明科技行业的内容营销走在时代前列。SPONSORED BY科技行业营销人员如何评价其企业的内容营销成熟度水平科技行业营销人员如何评价其企

8、业的内容营销成熟度水平富有经验富有经验成熟成熟年轻年轻年少年少起步起步9%9%40%40%21%21%4%4%26%26%不确定不确定1%1%富有经验的富有经验的可以对业务提供有效的措施，可以拓展组织业务。成熟成熟发现实现成功的办法，但还未进行项目的整合挑战。年轻年轻已经开展了业务案例，看到了早期的成功，在采取措施 和业务拓展方面更 加有经验。年少年少工作很能吃苦，在创建凝聚力策 略和措施计划方 面敢于挑战。起步起步能做某些方面的业 务，但还没有开始进 行内容营销的过程。49的科技行业营销人员称他们的企业处于内容营销的尖端/成熟阶段49的科技行业营销人员称他们的企业处于内容营销的尖端/成熟阶段

9、此项数据较2018年增长了4%。根据内容营销协会的数据，自2010年开始进行内容营销研究以来，科技营销人员已经做到了：内容营销占比重更大，获得了更高的营销效率，试验了更多类型的内容营销，拥有了成文的内容营销规划，使用社交媒体平台发布内容。SPONSORED BY73的科技行业营销人员表示，他们的企业极其/非常致力于内容营销73的科技行业营销人员表示，他们的企业极其/非常致力于内容营销极度投入极度投入非常投入非常投入略有投入略有投入不太投入不太投入完全没有投入完全没有投入45%45%22%22%4%4%1%1%28%28%CMI / MarketingProfs的年度研究一致表明，对内容营销的强

10、力投入通常会带来更高水平的整体成功。对于B2B企业而言，这一数据为67%。科技类企业对于内容营销的重视程度明显更高。最优秀的销售人员能够挑战客户认知，给他们带来新想法，让他们思考并接受新的工作方式。内容营销通过创造和发布前沿、有用、以受众为中心的材料，最终触达客户，增加客户存量。 做好内容营销，将会为您的潜在客户和现有客户提供全新的想法和发人深省的见解。 它完全符合挑战型销售的目标，填补了大多数科技公司正在努力填补的空白。科技行业营销人员如何评价其组织对内容营销的投入度科技行业营销人员如何评价其组织对内容营销的投入度SPONSORED BY内容营销策略与意见内容营销策略与意见SPONSORED

11、 BYCMI / MarketingProfs的年度研究一致表明，拥有成文策略的内容营销团队通常会在内容营销上取得更高程度的整体成功。拥有成文内容营销策略的科技行业营销团队比例拥有成文内容营销策略的科技行业营销团队比例有成文策略有成文策略有，但没有形成文件有，但没有形成文件没有，但计划在12个月内制定策略没有，但计划在12个月内制定策略没有，不打没有，不打算制定策略算制定策略42%42%16%16%3%3%39%39%42的科技行业营销人员表示，他们的企业有成文的内容营销策略42的科技行业营销人员表示，他们的企业有成文的内容营销策略超过70的技术营销人员创造的内容比一年前更多，但大多数人缺乏成

12、文的战略来指导他们的工作。39的技术营销人员表示他们在内容营销方面很有效，但对于成文的内容策略的团队而言，这个数字会上升到62。然而，在接受调查的所有技术营销人员中，只有46的人表示其团队拥有成文的战略。SPONSORED BY90%90%89%89%79%79%68%68%66%66%62%62%23%23%3%3%67%67%020406080100更容易确定要开发什么类型的内容使团队围绕共同的使命/目标运转让团队专注于记录的优先事项提供目标用户的清晰度帮助团队分配资源以优化所需结果 加强问责制更容易地确定要关注的指标产生更准确的预算信息其他好处记录内容营销策略是一个以目标为导向的过程，有

13、助于协调整体的营销工作。将营销战略记录在案，可以快速、简单地找到有关策略的重信息。记录内容营销策略可防止随意行为的发生，便于团队统一确定内容的类型和形式。最终使得内容团队的工作效率得到极大提升。致趣百川认为，成文的内容营销策略，主要包括“内容规划-内容团队搭建-内容生产-内容传播-内容价值测量”，围绕拉斯韦尔5W模式“谁-对谁-说什么-通过什么渠道-产生什么效果”展开，其中每天文章是否设置有CTA（call-to-action)以及有明确的衡量指标成为关键。成文的科技行业内容营销策略的好处成文的科技行业内容营销策略的好处科技行业营销人员表示，成文的内容营销策略的最大好处是，它使团队围绕共同的使

14、命/目标运转，从而更容易确定要开发什么类型的内容科技行业营销人员表示，成文的内容营销策略的最大好处是，它使团队围绕共同的使命/目标运转，从而更容易确定要开发什么类型的内容SPONSORED BY82的科技行业营销人员认为他们的企业关注的是创建与现有客户/潜在客户建立忠诚度的内容82的科技行业营销人员认为他们的企业关注的是创建与现有客户/潜在客户建立忠诚度的内容82%82%11% 7%11% 7%9%9%84%84%11%11% 5%5%82%82%9%9%13%13% 9%9%78%78%71%71%15%15%14%14%020406080100我们的企业致力于创建与现有客建立忠诚度的内容我

15、们的用户将我们的企业视为可靠且值得信赖的资源。我们的企业中有最高层的内容营销支持我们的企业重视内容创建的创造性和艺术性我们的企业重视与有影响力的人建立关系（例如，品牌拥护者，记者）科技行业营销人员对其企业内容营销的意见科技行业营销人员对其企业内容营销的意见 强烈赞同 保持中立 不赞同就其潜力和当前价值而言，很少有行业和科技行业一样更具普遍性的吸引力。然而，建立用户忠诚度对企业来讲仍是一个不容小觑的挑战。高强度的市场竞争，陡峭的用户学习曲线，安全和隐私的问题使得用户的购买旅程充满不确定性。创建信息丰富、引人入胜的内容营销是朝着正确方向迈出的重要一步。买家的行为需要得到良好的引导他们如何寻找产品建

16、议，他们信任谁提供可靠的建议，以及他们如何过滤和权衡可用数据，最终作出相应的决策。SPONSORED BY技术使用度与熟练度技术使用度与熟练度SPONSORED BY36%的科技行业营销人员认为他们企业使用内容营销技术的熟练度是专业的/高级的36%的科技行业营销人员认为他们企业使用内容营销技术的熟练度是专业的/高级的专业的专业的内容营销技术整合在整个组织中，体验其优势。高级的高级的较为成功，但面临整合整个组织中内容营销技术的挑战。中间的中间的与内容营销技术的使用更加协调一致，看到早期的成功初学者初学者越来越多地使用内容营销技术，但不能始终如一地使用它。新手新手刚开始使用一种或多种内容营销技术。

17、科技行业营销人员使用内容营销技术的熟练度科技行业营销人员使用内容营销技术的熟练度专业的专业的高级的高级的中间的中间的初学者初学者新手新手8%8%28%28%4%4%不确定不确定1%1%39%39%20%20%与其他行业相比，科技行业营销人员对内容营销技术更为熟练。36的科技企业营销人员表示他们对使用内容营销技术的使用有着专家级的熟练程度。另有39的人将他们的熟练程度描述为中级。在与其它行业，只有24的受访者认为他们的组织对内容营销技术的使用有着专家级的熟练程度（比技术营销人员少三分之一），38的人认为他们的熟练程度处于中级水平。SPONSORED BY8585的技术营销人员使用社交媒体来协助他

18、们的内容营销工作的技术营销人员使用社交媒体来协助他们的内容营销工作85%85% 82% 82%77%77%68%68%56%56%56%56%37%37%14%14%10%10%5%5%60%60%080100社交媒体的发布和分析邮件营销软件分析工具营销自动化系统工作流程和项目进程的管理与编辑日历 内容创建和优化内容管理系统(CMS)内容联合/促销工具综合内容营销平台 ? ?聊天机器人人工智能 ? A?科技行业营销人员用于协助内容营销管理的技术类型科技行业营销人员用于协助内容营销管理的技术类型科技公司的营销人员并不缺乏内容技术手段。大多数技术营销人员（85）表示他们使用社交媒体的分析工具，82

19、使用电子邮件营销软件。与2018年相比，邮件营销技术的使用比例上升了14%。不同的社交平台有着风格迥异的客户群体和内容偏好，市场营销人员应确保他们的内容营销策略集中在与品牌的声音和价值观最匹配的渠道上，并密切关注客户的实时反馈来判断当前的购买趋势和用户行为模式。604020SPONSORED BY科技行业营销人员表示，使用内容营销技术的最大好处是可以洞察内容的执行情况科技行业营销人员表示，使用内容营销技术的最大好处是可以洞察内容的执行情况79%79% 60% 60%47%47%45%45%39%39%37 %37 %33%33%020406080更好地洞察内容的执行情况更好地了解受众行为/偏好

20、 更容易重新调整内容 改进工作流程更多转变改善互动，增强了客户体验节省时间 其他好处3%3%使用内容营销技术的优势之一，是可以找到哪些内容营销策略是效果最好的，进而企业可以放弃那些难以带来更多业绩的营销策略，将精力集中在真正有效的战略上，促进线索的转化。同时，企业通过大量收集用户反馈，可以明确目标用户的真实需求，从而创建出让目标用户更感兴趣的内容，提高用户的参与度和卷入度。科技行业营销人员使用内容营销技术的好处科技行业营销人员使用内容营销技术的好处SPONSORED BY用户研究与潜客培育用户研究与潜客培育SPONSORED BY销售团队反馈和网站分析是科技行业内容营销人员研究其用户的最常用的

21、两大方法销售团队反馈和网站分析是科技行业内容营销人员研究其用户的最常用的两大方法科技行业内容营销人员用什么技术来研究他们的受众科技行业内容营销人员用什么技术来研究他们的受众80%80%71%71%66%66%55%55%51%51%6%6%5%5%02040608090销售团队反馈网站分析 关键词研客户对话/小组研究社交媒体聆听初步研究二次研究数据库研究人工智能的受众分析其他技术50%50%49%49%48%48%成功的客户画像绘制是建立在客户服务团队提供的数据的基础上的。根据Jupiter Research / Forrester Research的调查，在过去的六个月中，42的线上卖家向实

22、体零售商索要了数据。销售团队对客户的各方面消息十分了解，包括客户为何与公司联系，客户有什么具体需求等。虽然销售团队的数据通常不与其他部门共享，但如果营销人员向销售团队成员询问，他们可能会很乐意分享，并帮助营销人员更好地了解受众群体。SPONSORED BY65%65%的科技行业内容营销人员表示他们企业使用用户角色分析，20%表示他们将在2018年年底前实施这一举措的科技行业内容营销人员表示他们企业使用用户角色分析，20%表示他们将在2018年年底前实施这一举措2018年科技行业内容营销人员使用角色分析情况2018年科技行业内容营销人员使用角色分析情况使用没有，计划在2018年使用没有，2018

23、年也没有使用计划6565 %2020 %1515 %科技行业营销人员需要满足不同角色在购买旅程中的需求。65%的营销人员在使用角色分析的手段。为了推动这些线索向漏斗更深层次转化，营销人员需要创建以受众为中心的内容。 例如博客文章、社交帖子、白皮书和电子书等对客户有帮助的内容。 让他们展开思考，甚至重新考虑如何开展业务。但要注意的是，内容营销的最终目标是与这些潜在客户建立沟通和信任，以此提升用户购买率以及粘性。SPONSORED BY科技行业内容营销人员主要通过电子邮件和教育内容培育他们的用户科技行业内容营销人员主要通过电子邮件和教育内容培育他们的用户92%92%79%79%71%71%67%6

24、7%46%46%020406080100电子邮件/电子邮件活动教育内容行动召唤线下活动用户相关的故事叙述 优惠/奖励社群建设/受众参与预测技术会员待遇其它方法32%32%7%7%6%6%2%2%电子邮件的教育内容有多种形式。 64%的科技行业营销人员称，与去年相比，视频的使用量有所增加。 但几乎同样多的人（63）表示他们增加了对博客文章和电子书等书面内容的使用。 超过三分之一（37）的人表示他们增加了对播客和有声读物的使用。而另一点值得注意的是，线下活动的比例从2018年的61%提高至2019年的67%。科技行业内容营销人员进行潜客培育的方法科技行业内容营销人员进行潜客培育的方法29%29%S

25、PONSORED BY内容生产与内容传播内容生产与内容传播SPONSORED BY6969的技术内容营销人员表示，他们总是/经常优先考虑受众的信息需求而不是其组织的销售/促销信息的技术内容营销人员表示，他们总是/经常优先考虑受众的信息需求而不是其组织的销售/促销信息科技行业内容营销人员在为组织创建内容时考虑的概念科技行业内容营销人员在为组织创建内容时考虑的概念优先考虑受众的信息需求而不是企业的销售/促销信息。优先考虑在最佳时间向正确的受众提供正确的内容。根据买方旅程的具体要点/阶段制作内容。在内容中使用讲故事的方法与其他人合作开展内容营销活动，以吸引他们的用户群体将交互式功能整合到内容中总是/

26、频繁?有时?很少/从不?69%69%24%24%62%62%57%57%47%47%27%27%19%19%40%40%41%41%44%44%29%29%39%39%14%14%34%34%9%9%28%28%10%10%7%7%内容营销的目的是吸引、参与、转化三个方面的综合提升，而不仅仅是第一个阶段。不同阶段的关键词不同，内容营销针对目标和阶段不同需要制定不同策略。优秀的科技行业内容营销策略可以为您的最终用户带来更多惊喜。 如果做得好，产品与品牌故事的结合可以增加收入、利润、和用户存量。 当营销人员以合理的途径获得数据，并以受众能轻松理解，感受到文字价值的方式呈现时，内容营销的商业利益会得

27、到更大的提升。SPONSORED BY与一年前相比，大多数科技行业内容营销人员增加了音频/视频内容，书面数字内容和图像的使用与一年前相比，大多数科技行业内容营销人员增加了音频/视频内容，书面数字内容和图像的使用64%32%4%5%4%6%4%16%32%35%51%59%55%63%61%43%37%29%64%32%4%5%4%6%4%16%32%35%51%59%55%63%61%43%37%29%音频/视频内容（例如，视频，直播，网络研讨会）书面数字内容（例如，文章，博客，电子书）图像（例如，信息图表，照片，图表，GIF）线下内容（例如，活动，演讲，研讨会）纯音频数字内容（例如播客，有声

28、读物）书面打印内容（例如，杂志，书籍，小册子）增加保持不变减少相较于2018年，北美科技行业内容营销人员在视频/直播等内容类型的发布上下了更大的功夫。这得益于各大社交网站优化了视频传播渠道。虽然播客不是一种新媒体，但它在过去几年中已经成为一种内容平台。以音频、视频为载体的内容传播可以为企业提供大量的关注，比其它内容形式更自然，更利于用户的接受。对中国用户而言，抖音、喜马拉雅等平台已经逐渐渗入普通人的日常生活。同时，微信小程序也成了视频内容传播的重要途径。中国企业可以利用这些全新的传播渠道进行优质内容的分享与发布，与受众建立更亲密的联系。与一年前相比，科技行业营销人员内容类型/方式的使用有何改变

29、与一年前相比，科技行业营销人员内容类型/方式的使用有何改变SPONSORED BY其他内容类型：其他内容类型：游戏/游戏化（例如，竞赛，徽章）（7）专用直播频道（7）体验内容（例如，VR / AR，沉浸式）（7）数字户外（DOOH）环境（5）过去12个月内，科技行业内容营销员选择使用或开发的内容类型过去12个月内，科技行业内容营销员选择使用或开发的内容类型81 %81 %49 %49 %35 %35 %1919长篇内容（例如，深入的文章，指南）视频片段（指向网站的微视频）社交媒体故事电影（例如纪录片，短片）18%18%品牌移动应用81%的科技行业81%的科技行业内容营销人员表示在过去12个月内

30、使用或开发了长篇内容内容营销人员表示在过去12个月内使用或开发了长篇内容在吸引用户关注时，营销人员应发布可以让用户快速阅读并易于理解的内容，例如短视频、图文海报等等。而在深度教育用户阶段，长文章的效果更好。由于长篇内容展示了企业在这一领域的专业性，白皮书和产品文章对于潜在用户有着更大的吸引力。客户将会了解您的产品在实际中如何运作、有什么突出优点、适用于怎样的场景。并最终推进线索向漏斗更深一步转化，成为潜在商机。020406080100SPONSORED BY6565的技术内容营销人员表示，与一年前相比，他们的企业增加了社交媒体在内容营销方面的应用的技术内容营销人员表示，与一年前相比，他们的企业

31、增加了社交媒体在内容营销方面的应用过去的CMI / MarketingProfs年度内容营销研究一直将LinkedIn，Twitter，Facebo ok和YouTube视为技术内容营销人员使用的四大社交媒体平台。在其第九次年度调查中，没有询问特定平台，而是询问社交媒体算法和数据隐私等问题是否导致内容营销人员减少对社交媒体的使用; 答案是响亮的否定。与一年前相比，技术营销人员利用社交媒体进行内容营销的变化与一年前相比，技术营销人员利用社交媒体进行内容营销的变化28%28%4%4%3%3%65%65%增加保持不变减少不确定如CMI报告显示，技术营销人员比以往任何时候都更多地利用社交平台，并将社交

32、渠道整合到最新内容营销规划中。B2B企业在使用社交媒体进行内容营销前，应重点了解您的潜在客户正在使用哪些社交媒体平台。这将决定哪些平台值得营销人员耗费大量精力发布内容，以达到吸引目标受众的效果。SPONSORED BY是否不确定7878 % 4%18% 4%18%78%的科技行业内容营销人员使用付费的方式发布内容78%的科技行业内容营销人员使用付费的方式发布内容付费媒体是指利用第三方渠道付费，例如赞助商和第三方网站上的广告。随着受众的增长和平台变得越来越复杂，社交媒体对营销人员来说变得越来越有价值。付费社交广告很有吸引力，因为营销人员可以使用它们来定位合适的受众群体，增加网站流量并为业务赢得新

33、客户。过去12个月内使用付费方式内分发内容的科技行业营销人员的比例过去12个月内使用付费方式内分发内容的科技行业营销人员的比例SPONSORED BY科技行业营销人员使用付费方式分发内容的原因科技行业营销人员使用付费方式分发内容的原因84%84%71%71%5146%46%5146%46%33%33%3%3%020406080100触达小众用户 促进基础内容吸引新的用户当自动搜索没有产生预期结果时激发流量推出新产品或服务旧内容翻新其他原因科技行业内容营销人员使用付费方式发布内容的首要原因是吸引新的用户科技行业内容营销人员使用付费方式发布内容的首要原因是吸引新的用户提高对品牌的认知度或影响力是广

34、告商和代理商使用付费社交媒体广告的主要原因。付费媒体可以实现程序化，规模化的传播，能大面积的全覆盖客群。每当科技企业需要发布新产品，或者需要改变品牌形象时，就需要一个可以向很多消费者传递消息的渠道。这时候，付费媒体就充当了“扩音器”的角色。SPONSORED BY73% 69%63%73% 69%63%53%48%53%48%33%33%13%13%3%3%80社交媒体上的赞助他人网站上的赞助其它原生广告内容推荐引擎搜索引擎营销（SEM）/按点击付费横幅广告宣传（例如，电子书，网络研讨会）合作伙伴电子邮件宣传（例如，电子书，网络研讨会）搜索引擎营销/按点击付费是营销人员传播内容时最常使用的付费

35、方式搜索引擎营销/按点击付费是营销人员传播内容时最常使用的付费方式科技行业营销人使用的付费媒体中，搜索引擎占73%，社交媒体占69%，二者是完美的搭档。致趣百川认为，要利用好付费媒体，必须做到以下两点：一方面， 对搜索引擎进行优化。好的搜索引擎优化（SEO）原则应在开始创建营销内容之时便加以运用，渗透进元数据之中，别等到写完之后再去修改。另一方面，重视社交端，特别是微信与知乎等社交属性的应用，它们共同构成了移动互联网时代社交媒体的新生态，社交端生态布局，要注意相互之间的差异和协同。科技行业营销人员使用的付费内容发布的类型科技行业营销人员使用的付费内容发布的类型SPONSORED BY预算及开支

36、预算及开支SPONSORED BY58%58%4646%41%41%30%30%23%23%8%8%1%1%020406080内容生产付费内容分发内容营销人员 内容营销技术 内容营销外包其它领域不确定 注意：13的受访者表示他们的企业在过去12个月内没有增加内容营销支出。增加内容营销人员支出的企业追求的三大技能：增加内容营销人员支出的企业追求的三大技能： 营销 . 74%74% 新闻 . 35%35%业务/策略. 33%33%过去12个月内，其他领域相比，科技行业内容营销人员在内容生产方面的支出增加更多过去12个月内，其他领域相比，科技行业内容营销人员在内容生产方面的支出增加更多在内容生产上的

37、支出增加表明用户群体对于营销内容越来越挑剔。他们将大量不感兴趣的信息扔进垃圾箱，只保留更有趣味性或自己更关注的内容。为了能够持续获得潜在客户的关注，内容营销人员必须开发更具有价值的，相关性强的，并能吸引注意力的内容。不确定科技行业内容营销人员在过去12个月内增加支出的领域科技行业内容营销人员在过去12个月内增加支出的领域SPONSORED BY与2018年相比，2019年科技行业营销人员内容营销预算的预期变化与2018年相比，2019年科技行业营销人员内容营销预算的预期变化3636%2222%2929%1%1%1%1%1111%增加1%9%增加超过9%保持现状减少1%9%减少多于9%不确定58

38、% 58% 的科技行业营销人员预期将在2019年增加其内容营销预算的科技行业营销人员预期将在2019年增加其内容营销预算2018年，科技和企业内容营销预算仅占营销总预算的24%。随着内容营销的重要性日益凸显，36%的企业预期在2019年将这一预算金额增加1%9%。为了让“每一块钱都花在刀刃上”，内容营销人员需要提前预设一些目标，并排列出优先级，以决定重点产出哪一方面的内容。内容营销部门是市场部的中台部门，可以支撑前端活动、BD、搜索引擎优化的的内容需要，也为后台SDR部门做到线索培育，随着整个市场部业绩压力的增大，对内容的效率和整体产出会提出更多要求，预算要增加，更要提高投入产出比。SPONS

39、ORED BY目标与指标目标与指标SPONSORED BY过去12个月内，科技行业营销人员通过成功使用内容营销实现的目标过去12个月内，科技行业营销人员通过成功使用内容营销实现的目标84%84%80%80%74%74%69%69%66%66%55%55%53%53%53%53%49%49%创建品牌知名度激发需求/潜在用户教育受众建立信任/信誉培育订阅者/受众/潜在用户推动参加一个或多个现场活动产生销售/收入建立现存用户的忠诚度支持推出新产品创建订阅的受众群体020 40 60 80 100注意：1%的受访者表示以上都没有。57%57%8484的科技行业营销人员报告说，他们的企业在过去12个月内

40、成功地使用了内容营销来提升品牌知名度；80的人用它来激发需求/潜在客户的科技行业营销人员报告说，他们的企业在过去12个月内成功地使用了内容营销来提升品牌知名度；80的人用它来激发需求/潜在客户90%最优秀的科技行业内容营销人员表示他们会为不同阶段的潜客创造不同的内容，并取得了很好的效果。对于高科技企业而言，内容营销者还需要根据不同渠道进行内容的适当转换，从单点模型转变为更复杂的加权归因模型，来找到提升销量最佳模式。SPONSORED BY是否不确定5050%3838%1212%半数的内容营销人员表示其企业会衡量内容营销投资回报率半数的内容营销人员表示其企业会衡量内容营销投资回报率内容营销人员的

41、主要挑战之一是衡量投资回报率（或指标和关键绩效指标，这是不一样的）。2018年，会衡量内容营销ROI的科技企业仅有43%，而2019年这一比例则上升到50%。整体而言，企业计算投资回报率将成为主流。虽然许多企业对其内容营销并没有明确的预算，但实际所花费的金额往往很大。因此，使用内容营销指标和KPI衡量投资回报率是十分有必要的。 计算内容营销的ROI的方式与计算整体营销ROI的方式非常相似。但企业要找到最合适的指标。衡量内容营销ROI的科技类企业所占比例衡量内容营销ROI的科技类企业所占比例SPONSORED BY有许多衡量内容营销结果的指标和技术。关键是要根据具体目标来确定能够产生最有见解意义

42、的指标。此图表显示了技术内容营销人员如何使用他们选择的指标评估团队的熟练程度。 报告低熟练度的人可能需要额外的资源（例如，培训或增加熟练的工作人员），或者他们可能需要重新审视要使用的指标。科技行业内容营销人员如何评估他们使用选定指标的熟练程度科技行业内容营销人员如何评估他们使用选定指标的熟练程度51%22%51%22%4%4%23%23%极度/非常熟练比较熟练不是很熟练/根本不熟练不确定仅有23仅有23的科技行业内容营销人员表示，他们的团队极度/非常善于使用他们团队所选择的指标的科技行业内容营销人员表示，他们的团队极度/非常善于使用他们团队所选择的指标2018年的调查报告显示，科技公司最头疼的

43、问题仍然是评估方法太复杂。大多数企业对评估指标的使用并不熟练，这也从一定程度上表明，当前的评估体系存在诸多问题。优质的评估体系可以帮助营销人员准确评估哪些内容类型和主题可为其品牌带来最大收益，营销人员可以使用这些结论来优化自己的策略。致趣百川认为，真正的内容营销的价值总和阅读量价值粉丝价值会员价值MQL价值SQL价值签单价值，通过致趣百川营销自动化系统，简易管理市场漏斗，做到对于内容营销获客的长期追踪以及价值计算。SPONSORED BY重点问题和特殊挑战重点问题和特殊挑战SPONSORED BY其他问题:其他问题:AI技术(16%); 语音搜索准备内容 (11%); 公众对媒体的信任 (10

44、%); 内容安全（例如，加密，ID盗窃） (8%);其他问题 (3%); 不确定 (6%).2018年科技类企业最重要的五大内容营销问题2018年科技类企业最重要的五大内容营销问题62%62%48 %42%39%48 %42%39%33%33%020406080搜索引擎优化/搜索算法的变化 内容营销作为收入中心 社交媒体算法的变化数据隐私/规范人力资源科技行业营销人员表示，搜索引擎优化/搜索算法的变化是2018年对企业而言最重要的内容营销问题科技行业营销人员表示，搜索引擎优化/搜索算法的变化是2018年对企业而言最重要的内容营销问题随着移动设备的普及，谷歌/百度等巨头逐渐改变了算法策略。这种搜

45、索引擎算法的持续和动态演变迫使企业立即采取行动，以确保靠前的搜索排名。 对企业而言，为受众提供高质量的内容仍是最可靠的解决途径。它将帮助产品信息从其他文字中脱颖而出，以独特的方式或通过独特的表达与媒介来吸引读者注意，并提供有效信息。SPONSORED BY68的科技行业内容营销人员在调查中表示，他们的企业面临着创建吸引目标受众内多级角色的内容的挑战68的科技行业内容营销人员在调查中表示，他们的企业面临着创建吸引目标受众内多级角色的内容的挑战注意：4的受访者表示科技类企业面临与其他企业相同的内容营销挑战。科技行业内容营销人员面临的特殊挑战科技行业内容营销人员面临的特殊挑战54%68%51%48%

46、0 20 406080创建吸引目标受众内多级角色的内容区分产品/服务与竞争对手传达复杂的内容 适应漫长的决策过程传达至不同层级的采购决策者访问领域专家以创造专业的内容难以触达目标受众通过典型的方法吸引受众的注意力并不总是有效广泛教育目标受众对科技行业来说，内容营销的受众不仅是企业的采购人员，不同层级的管理人员也会在购买旅程中起到决定性的作用。能否创造出能吸引各层级客户的内容，是内容团队所面临的最大挑战。38%36%32%47%42%致趣百川简介致趣百川简介致趣百川 BesChannels，通过 SCRM 营销自动化提高获客、转化业绩，致力于为企业提供以“内容 + 获客 + 线索孵化 + 销售跟

47、进”为核心的 SCRM 营销自动化解决方案，帮助企业全渠道获取客户，自动孵化销售线索，快速跟进高质量客户，并通过数据和算法（营销 AI）不断提升获客和孵化效率，从而实现营 - 销协同。致趣百川在营销运营软件与技术与品牌社交营销服务、广告技术服务的配合上有着天然的优势。基于对于营销技术的大力投入，基于对营销全流程闭环的深刻理解，致趣百川将不断帮助客户取得更大的成功。CONTENT MARKETING 2019:TECHNOLOGYBenchmarks, Budgets, and TrendsSPONSORED BYIDG Communications, Inc.2m WELCOME . 3m K

48、EY FINDINGS . 4m TOP PERFORMERS VS. ALL RESPONDENTS . 5m SUCCESS, MATURITY & COMMITMENT . 6m STRATEGY & OPINIONS . 10m TECHNOLOGY USE & PROFICIENCY. 14m AUDIENCE RESEARCH & NURTURING . 18m CONTENT CREATION & DISTRIBUTION . 22m BUDGETS & SPENDING . 30m GOALS & METRICS . 33m ISSUES OF IMPORTANCE & UNI

49、QUE CHALLENGES . 37m METHODOLOGY . 40m ABOUT . 41SURVEY TERM DEFINITIONSContent MarketingA strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audienceand, ultimately, to drive profitable customer action

50、.SuccessSuccess is defined as achieving your organizations desired/targeted results.TABLE OF CONTENTSSPONSORED BY3SPONSORED BYWelcome to Technology Content Marketing 2019Benchmarks, Budgets, and Trends. We surveyed content marketers worldwide about a range of content marketing topics including strat

51、egy, audience, content creation, and challenges. This report presents the data from marketers who work in technology companies.Technology content marketers report their biggest challenge is creating content that appeals to multiple roles (68%); this is true even among the top performers (see page 5)

52、. However, a full 75% say their organizations content marketing is more successful compared with one year ago.The majority report concern with creating content that builds loyalty with existing customers; however, the top performers are getting better results in this area (73% say theyve used conten

53、t marketing successfully in the last 12 months to build customer loyalty vs. 53% of all respondents). One reason could be because the top performers are far more likely to craft content for specific stages of the buyers journey (90% vs. 62%).Nearly all report success with using content marketing at

54、the top of the funnel, especially with creating brand awareness and generating demand/leads (see page 34).Top, middle, bottom, post-sale no matter where your content marketing efforts are focused this year, we hope this research proves useful as you move through 2019!LISAMURTON BEETSResearch Directo

55、rContent Marketing InstituteWELCOME4SPONSORED BYKEY FINDINGSTechnology content marketers seek feedback from sales80% of technology respondents say sales team feedback is the top technique they use to research their audience for content marketing purposes.Content for existing customers is a priority8

56、2% of technology marketers agree their organization is concerned with creating content that builds loyalty with existing clients/customers.Email/Email campaigns are key to nurturingThe top content marketing method technology marketers use to nurture their audience(s) is email/email campaigns (92%).

57、Educational content came in second at 79%.62% are concerned about changes to SEO/search algorithmsThe top reported content marketing issue of concern is changes to SEO/search algorithms (62%). The number two concern? Content marketing as a revenue center (48%).Reaching target audiences isnt as much

58、of a challenge as creating content that appeals to the multi-level roles within those audiencesWhen asked about unique content marketing challenges they face, only 38% of technology respondents report difficulty in reaching their target audience(s); however, their top challenge is creating content t

59、hat appeals to multi-level roles within the target audience(s) (68%).5SPONSORED BYKEY FINDINGSTop Performers*All RespondentsOrganization is extremely committed to content marketing58%28%Organizations content marketing is sophisticated/mature85%49%Has a documented content marketing strategy66%42%Agre

60、es their organization is concerned with creating content that builds loyalty with customers91%82%Always/frequently crafts content based on specific points/stages of the buyers journey90%62%Always/frequently prioritizes audiences informational needs over their organizations sales/promotional message8

61、7%69%Always/frequently prioritizes delivering the right content to the right audience(s) at optimal times82%57%Has used content marketing successfully to generate sales/revenue in last 12 months77%55%Has used content marketing successfully to build loyalty with existing clients/customers in last 12

62、months73%53%Organization is challenged with creating content that appeals to multi-level roles within their organization66%68%Differences Between Top Performing Technology Content Marketers and All Technology RespondentsBase: Technology content marketers.*A top performer (aka “most successful”) is o

63、ne who characterizes his or her organizations overall content marketing approach as extremely or very successful. 6SPONSORED BY SUCCESS, MATURITY & COMMITMENT7SPONSORED BY75% of technology respondents say their organization is more successful with content marketing compared with one year ago.How Tec

64、hnology Marketers RateTheir Organizations Overall Level ofContent Marketing Success4%2%54%14%26% Extremely Successful Very Successful Moderately Successful Minimally Successful Not At All SuccessfulHow Technology Marketers Rate TheirOrganizations Content Marketing SuccessCompared With One Year Ago2%

65、0%53%23%22% Much More Successful Somewhat More Successful About the Same Somewhat Less Successful Much Less SuccessfulBase: Technology content marketers; aided list.Note: The survey defined success as achieving your organizations desired/targeted results. Technology Content Marketing 2019: Benchmark

66、s, Budgets, and TrendsContent Marketing Institute/MarketingProfsBase: Technology content marketers; aided list.Technology Content Marketing 2019: Benchmarks, Budgets, and TrendsContent Marketing Institute/MarketingProfsSUCCESS, MATURITY & COMMITMENT8SPONSORED BY49% of technology marketers report the

67、ir organization is in the sophisticated/mature phase of content marketing maturity.How Technology Marketers Rate TheirOrganizations Content Marketing Maturity LevelSOPHISTICATEDMATUREADOLESCENTYOUNGFIRST STEPS9%40%21%4%26%UNSURE1%SOPHISTICATED Providing accurate measurement to the business, scaling

68、across the organizationMATURE Finding success, yet challenged with integration across the organizationADOLESCENT Have developed a business case, seeing early success, becoming more sophisticated with measurement and scalingYOUNG Growing pains, challenged with creating a cohesive strategy and a measu

69、rement planFIRST STEPSDoing some aspects of content, but have not yet begun to make content marketing a processBase: Technology content marketers; aided list.Technology Content Marketing 2019: Benchmarks, Budgets, and TrendsContent Marketing Institute/MarketingProfsSUCCESS, MATURITY & COMMITMENT9SPO

70、NSORED BY73% of technology marketers say their organization is extremely/very committed to content marketing.How Technology Marketers Rate TheirOrganizations Commitment to Content MarketingEXTREMELYCOMMITTEDVERYCOMMITTEDSOMEWHATCOMMITTEDNOT VERYCOMMITTEDNOT AT ALLCOMMITTED45%22%4%1%28%CMI/MarketingP

71、rofs annual research consistently shows that a strong commitment to content marketing often yields a higher level of overall success.Base: Technology content marketers; aided list.Technology Content Marketing 2019: Benchmarks, Budgets, and TrendsContent Marketing Institute/MarketingProfsSUCCESS, MAT

72、URITY & COMMITMENT10SPONSORED BY STRATEGY & OPINIONS11SPONSORED BY42% of technology marketers say their organization has a documented content marketing strategy.CMI/MarketingProfs annual research consistently shows that content marketers who have a documented strategy often report higher levels of o

73、verall content marketing success in their organization.Base: Technology content marketers; aided list.Technology Content Marketing 2019: Benchmarks, Budgets, and TrendsContent Marketing Institute/MarketingProfsSTRATEGY & OPINIONSProportion of Technology MarketersWith a Content Marketing StrategyYES,

74、 AND IT IS DOCUMENTEDYES, BUT IT IS NOT DOCUMENTEDNO, BUT PLANTO WITHIN12 MONTHSNO, WITH NOPLANS WITHIN12 MONTHS42%16%3%39%12SPONSORED BYSTRATEGY & OPINIONSTechnology marketers say the top benefits of a documented content marketing strategy are that it makes it easier to determine which types of con

75、tent to develop and aligns the team around a common mission/goals.Base: Technology content marketers who have a documented content marketing strategy. Aided list; multiple responses permitted.Technology Content Marketing 2019: Benchmarks, Budgets, and TrendsContent Marketing Institute/MarketingProfs

76、Benefits of a Documented Technology Content Marketing Strategy90%89%79%68%66%62%23%3%67%020406080100Makes it easier to determine which types of content to developAligns team around common mission/goalsKeeps team focused on documented prioritiesProvides clarity on targeted audience(s)Helps team alloc

77、ate resources to optimize desired resultsCreates accountabilityMakes it easier to identify which metrics to focus onYields more accurate budgetary informationOther benefits13SPONSORED BY82% of technology marketers agree their organization is concerned with creating content that builds loyalty with e

78、xisting clients/customers.Base: Technology content marketers; aided list.Technology Content Marketing 2019: Benchmarks, Budgets, and TrendsContent Marketing Institute/MarketingProfsSTRATEGY & OPINIONS82%11% 7%9%84%11%5%82%9%9%13%78%71%15%14%020406080100Our organization is concerned with creating con

79、tentthat builds loyalty with existing clients/customers.Our audience views our organization as acredible and trusted resource.There is content marketing buy-in fromthe highest levels in our organization.Our organization values creativity and craft incontent creation and production.Our organization p

80、laces importanceon building relationships with influencers(e.g., brand advocates, journalists).Technology Marketers Opinions AboutContent Marketing in Their Organization Strongly Agree Neither Agree Nor Disagree Disagree 14SPONSORED BY TECHNOLOGY USE & PROFICIENCY15SPONSORED BY36% of technology mark

81、eters describe their organizations proficiency with the use of content marketing technology as expert/advanced.EXPERT Content marketing technology is integrated across the organization, experiencing the benefitsADVANCED Finding success, yet challenged with integrating content marketing technology ac

82、ross the organizationINTERMEDIATE Becoming more consistent with the use of content marketing technology, seeing early successNOVICEGrowing in use of content marketing technology, but not using it consistentlyBEGINNERJust started using one or more content marketing technologiesBase: Technology conten

83、t marketers whose organizations use one or more of the listed technologies presented on the survey. Aided list.Technology Content Marketing 2019: Benchmarks, Budgets, and TrendsContent Marketing Institute/MarketingProfsTECHNOLOGY USE & PROFICIENCYTechnology Marketers Proficiency WithUse of Content M

84、arketing TechnologyEXPERTADVANCEDINTERMEDIATENOVICEBEGINNER8%28%4%UNSURE1%39%20%16SPONSORED BYTECHNOLOGY USE & PROFICIENCY85% of technology marketers use social media publishing/analytics to assist with their content marketing efforts.Base: Technology content marketers whose organizations use one or

85、 more of the listed technologies. Multiple responses permitted.Technology Content Marketing 2019: Benchmarks, Budgets, and TrendsContent Marketing Institute/MarketingProfsTechnology Marketers Use of Technologiesto Assist With Content Marketing Efforts85%82%77%68%56%56%37%14%10%5%60%020406080100Socia

86、l Media Publishing/AnalyticsEmail Marketing SoftwareAnalytics ToolsMarketing Automation SystemWorkflow/Project Management/Editorial CalendaringContent Creation/OptimizationContent Management System (CMS)Content Syndication/Promotional ToolsIntegrated Content Marketing Platform (CMP)ChatbotsArtificia

87、l Intelligence (AI)17SPONSORED BYTechnology marketers say the top benefit of using content marketing technology is that it provides better insight into how content is performing.TECHNOLOGY USE & PROFICIENCYBase: Technology content marketers whose organizations use one or more of the listed technolog

88、ies presented on the survey. Multiple responses permitted.Technology Content Marketing 2019: Benchmarks, Budgets, and TrendsContent Marketing Institute/MarketingProfsBenefits Technology Marketers Derive from UsingContent Marketing Technologies79% 60%47%45%39%37%33%020406080Better insight into how co

89、ntent is performingBetter insight into audience behavior/preferencesEasier content repurposingImproved workflowMore conversionsEnhanced customer experiences due toimproved interactionsTime savingsOther benefits3%18SPONSORED BY AUDIENCE RESEARCH & NURTURING19SPONSORED BYAUDIENCE RESEARCH & NURTURINGS

90、ales team feedback and website analytics are the top two techniques technology content marketers use to research their audience(s).Techniques Technology Content Marketers Useto Research Their Audience(s)80%71%66%55%51%50%49%6%5%02040608090Sales Team FeedbackWebsite AnalyticsKeyword ResearchCustomer

91、Conversations/PanelsSocial Media ListeningPrimary Research (e.g., quantitative, qualitative)Secondary Research (e.g., internet searches)Database Analysis AI-powered Audience AnalysisOther techniques48%Base: Technology content marketers who research target audiences. Aided list; multiple responses pe

92、rmitted.Technology Content Marketing 2019: Benchmarks, Budgets, and TrendsContent Marketing Institute/MarketingProfs20SPONSORED BYAUDIENCE RESEARCH & NURTURING65% of technology content marketers reported their organization uses personas; another 20% said it had plans to prior to year-end 2018.Base:

93、Technology content marketers; aided list.Technology Content Marketing 2019: Benchmarks, Budgets, and TrendsContent Marketing Institute/MarketingProfsTechnology Content MarketersUse of Personas in 2018 Yes No, but had plans to in 2018 No, and had no plans to in 201865%20%15%21SPONSORED BYAUDIENCE RES

94、EARCH & NURTURINGEmail/Email campaigns and educational content are the top two ways technology content marketers nurture their audience.Base: Technology content marketers whose organizations nurture their audience. Aided list; multiple responses permitted. Technology Content Marketing 2019: Benchmar

95、ks, Budgets, and TrendsContent Marketing Institute/MarketingProfsContent Marketing Methods Technology Marketers Use to Nurture Their Audience92%79%71%67%46%020406080100Email/Email CampaignsEducational ContentClear Calls-to-Action (CTAs) for Next StepsIn-person EventsStorytelling/Relating to the Audi

96、enceOffers/IncentivesCommunity Building/Audience ParticipationPredictive TechnologyMembership Perks (e.g., rewards card)Other methods 32%29%7%6%2%22SPONSORED BY CONTENT CREATION & DISTRIBUTION23SPONSORED BYCONTENT CREATION & DISTRIBUTION69% of technology content marketers say they always/frequently

97、prioritize the audiences informational needs over their organizations sales/promotional message.Base: Technology content marketers; aided list.Technology Content Marketing 2019: Benchmarks, Budgets, and TrendsContent Marketing Institute/MarketingProfsConcepts Technology Marketers Take Into AccountWh

98、ile Creating Content for Their OrganizationPrioritize the audiences informational needsover our sales/promotional message.Prioritize delivering the right content tothe right audience(s) at optimal times.Craft content based on specificpoints/stages of the buyers journey.Use storytelling in our conten

99、t.Partner with others on content marketinginitiatives to tap into their audience(s)to expand our reach.Incorporate interactive featuresinto our content. Always/Frequently Sometimes Rarely/Never69%24%62%57%47%27%19%40%41%44%29%39%14%34%9%28%10%7%24SPONSORED BYCONTENT CREATION & DISTRIBUTIONThe majori

100、ty of technology content marketers increased their use of audio/visual content, written digital content, and images compared with one year ago.How Technology Marketers Who Use Various Content Types/FormatsChanged Frequency Compared With One Year Ago64%32%4%5%4%6%4%16%32%35%51%59%55%63%61%43%37%29%Au

101、dio/Visual Content(e.g., videos, livestreaming, webinars)Written Digital Content(e.g., articles, blogs, ebooks)Images(e.g., infographics, photos, charts, GIFs)In-person Content(e.g., events, presentations, workshops)Audio-only Digital Content(e.g., podcasts, audiobooks)Written Print Content(e.g., ma

102、gazines, books, brochures) Increased Remained the Same DecreasedBase: Technology content marketers who use each type/format listed.Technology Content Marketing 2019: Benchmarks, Budgets, and TrendsContent Marketing Institute/MarketingProfs25SPONSORED BYCONTENT CREATION & DISTRIBUTION81% of technolog

103、y content marketers say their organization has used or developed long-form content in the last 12 months.Other types used or developed in last 12 months: Games/Gamification (e.g., contests, badges) (10%); Dedicated Livestreaming Channel(s) (9%); Digital Out-of-Home (DOOH) Placement (5%); Experientia

104、l Content (e.g., VR/AR, immersive) (5%); none of the nine types/formats listed (7%).Base: Technology content marketers. Aided list; multiple responses permitted.Technology Content Marketing 2019: Benchmarks, Budgets, and TrendsContent Marketing Institute/MarketingProfsTechnology Content Marketers Us

105、e orDevelopment of Select Types of Content in the Last 12 Months81%49%35%02040608090Long-form Content(e.g., in-depth articles, guides)Social Media StoriesVideo Snippets(micro-videos pointing to a site)19%Film (e.g., documentaries, short films)18%Branded Apps26SPONSORED BYCONTENT CREATION & DISTRIBUT

106、ION65% of technology content marketers report their organization has increased its use of social media for content marketing purposes compared with one year ago; only 4% reported a decrease.Past CMI/MarketingProfs annual content marketing research has consistently identified LinkedIn, Twitter, Faceb

107、ook, and YouTube as the top four social media platforms technology content marketers use.On our ninth annual survey, instead of asking about specific platforms, we asked if issues such as changes in social media algorithms and data privacy had led content marketers to decrease their use of social me

108、dia; the answer was a resounding no.Base: Technology content marketers whose organizations have used social media for content marketing for at least one year.Technology Content Marketing 2019: Benchmarks, Budgets, and TrendsContent Marketing Institute/MarketingProfsHow Technology Marketers Use of So

109、cial Mediafor Content Marketing Has ChangedCompared With One Year Ago28%4%3%65% Increased Remained the same Decreased Unsure27SPONSORED BYCONTENT CREATION & DISTRIBUTION78% of technology marketers say their organization uses paid methods to distribute content.Proportion of Technology MarketersThat H

110、ave Used Paid Methods toDistribute Content in the Last 12 Months Yes No Unsure78%18%4%Base: Technology content marketers. Aided list; multiple responses permitted.Technology Content Marketing 2019: Benchmarks, Budgets, and TrendsContent Marketing Institute/MarketingProfs28SPONSORED BYCONTENT CREATIO

111、N & DISTRIBUTIONTechnology content marketers say the top reason their organization uses paid methods is to attract a new audience.Base: Technology content marketers whose organizations have used paid methods to distribute content in the last 12 months. Aided list; multiple responses permitted.Techno

112、logy Content Marketing 2019: Benchmarks, Budgets, and TrendsContent Marketing Institute/MarketingProfsReasons Why Technology Marketers UsePaid Methods to Distribute Content84%71%51%46%46%33%3%020406080100Attract a new audienceReach a niche audienceLaunch a new product or serviceGive new life to old

113、contentOther reasonsGenerate traffic when organic searchisnt producing desired resultsPromote foundational content29SPONSORED BYCONTENT CREATION & DISTRIBUTIONSearch engine marketing (SEM)/pay-per-click is the most often cited paid method technology marketers use to distribute content.Base: Technolo

114、gy content marketers whose organizations used paid methods in the last 12 months. Aided list; multiple responses permitted.Technology Content Marketing 2019: Benchmarks, Budgets, and TrendsContent Marketing Institute/MarketingProfsTypes of Paid Content DistributionMethods Technology Marketers Use73%

115、69%63%53%48%33%13%3%020406080Sponsored Contenton social mediaBanner Ads Promoting Your Content(e.g., ebook, webinar)Sponsored Contenton websitesother than your ownOther typesNative AdvertisingContent Recommendation EnginesSearch Engine Marketing (SEM)/Pay-per-ClickPartner Emails Promoting Your Conte

116、nt(e.g., ebook, webinar)30SPONSORED BY BUDGETS & SPENDING31SPONSORED BYBUDGETS & SPENDINGTechnology content marketers say their organization increased spending on content creation more so than other areas of content marketing in the last 12 months.Note: 13% of respondents indicated their organizatio

117、n did not increase content marketing spending in the last 12 months.Base: Technology content marketers whose organizations increased spending in the last 12 months. Aided list; multiple responses permitted.Technology Content Marketing 2019: Benchmarks, Budgets, and TrendsContent Marketing Institute/

118、MarketingProfsAreas Where Technology Marketers IncreasedContent Marketing Spending in the Last 12 Months58%46%41%30%23%8%1%020406080Content CreationPaid Content DistributionContent Marketing OutsourcingOther areasUnsure Content Marketing StaffContent Marketing TechnologyThe top three skills sought b

119、y those who increased spending on content marketing staff: Marketing .74% Journalism .35% Business/Strategy . 33%32SPONSORED BYBUDGETS & SPENDINGBase: Technology content marketers; aided list.Technology Content Marketing 2019: Benchmarks, Budgets, and TrendsContent Marketing Institute/MarketingProfs

120、58% of technology marketers expected a content marketing budget increase for 2019.Technology Marketers Expected Changein 2019 Content Marketing BudgetCompared With 201836%22%29%1%1%11% Increase 1% to 9% Increase More than 9% Stay the Same Decrease 1% to 9% Decrease More than 9% Unsure33SPONSORED BY

121、GOALS & METRICS34SPONSORED BYGOALS & METRICS84% of technology marketers report their organization has used content marketing successfully in the last 12 months to create brand awareness; 80% have used it to generate demand/leads.Note: 1% said none of the above.Base: Technology content marketers. Aid

122、ed list; multiple responses permitted.Technology Content Marketing 2019: Benchmarks, Budgets, and TrendsContent Marketing Institute/MarketingProfsGoals Technology Marketers Have Achieved by UsingContent Marketing Successfully in Last 12 Months 84%80%74%69%66%57%55%53%53%49%Create brand awarenessGene

123、rate demand/leadsEducate audience(s)Build credibility/trustNurture subscribers/audience/leadsDrive attendance to one or more in-person eventsGenerate sales/revenueBuild loyalty with existing clients/customersSupport the launch of a new productBuild a subscribed audience02040608010035SPONSORED BYGOAL

124、S & METRICSHalf of technology respondents say their organization measures content marketing ROI.Base: Technology content marketers.Technology Content Marketing 2019: Benchmarks, Budgets, and TrendsContent Marketing Institute/MarketingProfsProportion of Technology MarketersThat Measure Content Market

125、ing ROI Yes No Unsure50%38%12%36SPONSORED BYGOALS & METRICS23% of technology marketers say their teams are extremely/very proficient with using the metrics theyve selected to monitor content marketing performance.There are many metrics and techniques available for measuring content marketing results

126、. The key is to identify the metrics that will yield the most meaningful insights based on specific goals.This chart shows how technology content marketers rate their teams proficiency with using the metrics theyve selected. Those reporting low proficiency may have a need for additional resources (e

127、.g., training or the addition of skilled staff) or they may need to reevaulate which metrics to use.How Technology Content Marketers Rate TheirProficiency With Using Selected Metrics51%22%4%23% Extremely/Very Proficient Somewhat Proficient Not Very/Not At All Proficient UnsureBase: Technology conten

128、t marketers whose organizations use metrics to measure content marketing performance; aided list.Technology Content Marketing 2019: Benchmarks, Budgets, and TrendsContent Marketing Institute/MarketingProfs37SPONSORED BY ISSUES OF IMPORTANCE & UNIQUE CHALLENGES38SPONSORED BYISSUES OF IMPORTANCETechno

129、logy marketers say changes to SEO/search algorithms is a top content marketing issue of importance to their organization.Other issues cited:AI Technologies (16%); Preparing Content for Voice Search (11%); Publics Trust Issues with Media (10%); Content Security (e.g., HTTPS encryption, ID theft) (8%)

130、; Other Issues (3%); and Unsure (6%).Base: Technology content marketers. Aided list; multiple responses permitted.Technology Content Marketing 2019: Benchmarks, Budgets, and TrendsContent Marketing Institute/MarketingProfsTop 5 Content Marketing Issues That WereImportant to Technology Marketers in 2

131、01862%48%42%39%33%020406080Changes to SEO/Search AlgorithmsContent Marketing as a Revenue CenterChanges to Social Media AlgorithmsData Privacy/RegulationsStaffing/Human Resources39SPONSORED BY68% of technology content marketers report their organization is challenged with creating content that appea

132、ls to multi-level roles within the target audience.UNIQUE CHALLENGESNote: 4% said technology organizations face the same content marketing challenges as any organization.Base: Technology content marketers. Aided list; multiple responses permitted.Technology Content Marketing 2019: Benchmarks, Budget

133、s, and TrendsContent Marketing Institute/MarketingProfsUnique Challenges TechnologyContent Marketers Face54%68%51%48%47%42%38%36%32%020406080Creating content that appeals to multi-levelroles within the target audience(s) Differentiating products/services from the competitionsCommunicating complex co

134、ntent Accommodating for a long decision-making processMaking it through multiple levels ofpurchasing decision-makersAccessing subject matter experts in orderto create specialized contentDifficulty in reaching target audience(s)Capturing audiences attention with typicalproven techniques doesnt always

135、 workExtensively educating the target audience(s)40SPONSORED BYMETHODOLOGYTechnology Content Marketing 2019: Benchmarks, Budgets, and Trends was produced by Content Marketing Institute and sponsored by IDG Communications, Inc.The ninth annual content marketing survey, from which the results of this

136、report were generated, was mailed electronically to a sample of marketers using lists from Content Marketing Institute, MarketingProfs, The Association for Data-driven Marketing & Advertising (ADMA), WTWH Media, and UBM Technology Group.A total of 1,947 recipients from around the globerepresenting a

137、 full range of industries, functional areas, and company sizesreplied to the survey during June and July 2018. This report presents the findings from the 364 respondents who indicated their organization is a for-profit technology company. Most technology respondents are based in North America (83%),

138、 followed by Europe (9%), Asia (4%), and Other (4%). Additional reports based on the annual survey are available at Special thanks to MarketingProfs for their assistance with the annual survey and the B2B and B2C content marketing reports.Nature ofTechnology OrganizationSize ofTechnology Organizatio

139、nTechnologyContent MarketingJob Title/Function Small (10-99 Employees)Micro (Fewer than 10 Employees) Midsize (100-999 Employees) Large (1,000+ Employees) Marketing/Advertising/ Communications/PR Management Content Creation/Management (Writer/Creative Director/Editor) MarketingStaff/Support/Administ

140、ration Corporate Management (CEO/Owner/President/CMO/CCO) General Management (GM, VP) Sales/Business Management (Sales Manager/Accounts Director) Other B2B B2C Both B2B+B2C35%37%24%4%47%19%9%11%6%3%5%85%12%3%30%21%Note: This years methodology differs from prior years. This year, we qualified respond

141、ents based on whether their organization has been using content marketing for at least one year, and whether they are a content marketer, someone who is involved with the content marketing function, and/or someone to whom content marketing reports.41SPONSORED BYABOUTThanks to all the survey particip

142、ants and distribution partners and to everyone who helps disseminate these findings throughout the content marketing industry.About Content Marketing InstituteContent Marketing Institute is the leading global content marketing education and training organization, teaching enterprise brands how to at

143、tract and retain customers through compelling, multichannel storytelling. CMIs Content Marketing World event, the largest content marketing-focused event, is held every September in Cleveland, Ohio, USA, and ContentTECH Summit event is held every spring. CMI publishes the quarterly magazine Chief Co

144、ntent Officer, and provides strategic consulting and content marketing research for some of the best-known brands in the world. Watch this video to learn more about CMI. Content Marketing Institute is organized by UBM, which in June 2018 combined with Informa PLC to become a leading B2B information

145、services group and the largest B2B Events organizer in the world. To learn more and for the latest news and information, visit and .About IDG Communications, Inc.IDG Communications connects the world of tech buyers with insights, intent and engagement. Our premium brands, including CIO, Computerworl

146、d, PCWorld and Macworld, engage the most powerful audience of technology buyers by providing essential guidance with quality content that provides the context needed to help inform technology purchase decisions. We execute complex campaigns using premium 1st party data that fulfill marketers global

147、ambitions seamlessly with consistency that delivers results and wins awards. For complementary research on the content consumption habits of enterprise tech buyers throughout the IT purchase process, including how that content is consumed, discussed, and shared, and insights on lead nurture/sales follow-up strategies specific to tech marketing, visit