CMI：2020年B2B内容营销报告【译文】(43页).pdf

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1、CONTENT MARKETING 2020 Benchmarks, Budgets, and TrendsNorth America SPONSORED BY 2 SPONSORED BY m WELCOME . 3 m B2B CONTENT MARKETING TOP PERFORMERS AT-A-GLANCE . 4 m KEY FINDINGS . 6 m SUCCESS aided list. 2020 B2B Content Marketing Benchmarks, North America: Content Marketing Institute/MarketingPro

2、fs Note: The survey defined success as achieving your organizations desired/targeted results. This report defines the Top 2 respondents (extremely/very) as “most successful” or “top performers,” and the Bottom 2 (minimally/not at all) as “least successful.” Base: B2B content marketers; aided list. 2

3、020 B2B Content Marketing Benchmarks, North America: Content Marketing Institute/MarketingProfs SUCCESS aided list. 2020 B2B Content Marketing Benchmarks, North America: Content Marketing Institute/MarketingProfs How B2B Marketers Rate Their Organizations Content Marketing Maturity Level 9% 1% 4% 31

4、% 22% 33% Sophisticated Mature Adolescent Young First Steps Unsure SUCCESS aided list. 2020 B2B Content Marketing Benchmarks, North America: Content Marketing Institute/MarketingProfs STRATEGY, OPINIONS Content Optimization (24%); Content Performance/ Recommendation Analytics (22%); Digital Asset Ma

5、nagement (DAM) System (20%); and Integrated Content Marketing Platform (10%). 2% said none of the above. Technologies B2B Organizations Use to Assist With Content Marketing (Top 7) 86% 85% 80% 48% 44% 65% 51% 020406080100 Analytics Tools (e.g., web analytics, dashboards) Social Media Publishing/Anal

6、ytics Marketing Automation System (MAS) Customer Relationship Management (CRM) System Content Management System (CMS) Email Marketing Software Content Creation/Collaboration/Workflow STRATEGY, OPINIONS multiple responses permitted. 2020 B2B Content Marketing Benchmarks, North America: Content Market