Professional Documents
Culture Documents
CONTENT MARKETING
October 2016
Report Highlights
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Aberdeen Group has found that the majority of its marketing respondents practice content
marketing. In this report, Aberdeen explores what marketers need to know in terms of common
performance capabilities, Best-in-Class benchmarks, and opportunities for improvement.
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The Critical Capabilities for Effective Content Marketing
Aberdeen Group has Content Marketing – [Almost] Everyone is Doing It, But Who Is
Doing It Well?
found that 83% of its
marketing respondents Aberdeen Group has found that 83% of its marketing respondents
practice content marketing. Talk to most of them, though, and it’s
practice content
already an assumed fact – content marketing is just part of the
marketing. Talk to overall marketing game now. When practices become so
most marketers, pervasive, as content marketing is, there are often waves of
differentiation. In the early phases, high adoption coincides with
though, and it’s
high marketing performance – marketers adopt things like content
already an assumed marketing because it gives them a leg up on their peers. Indeed,
fact – content just over a year ago, Aberdeen’s report, Content Marketing for
Lead Generation: Success in Simplicity, showed that marketers
marketing is just part
using content for lead generation generated 3.3 times the number
of the whole of marketing qualified leads (MQLs) as their peers (34% vs. 10.3%).
marketing game now. The next wave in wide range adoption, though, often brings an
added level of sophistication. Practicing an effort like content
So, how do you win?
marketing alone, doesn’t stand out. The jig is up, and the novelty
of having creative, informative, or entertaining materials that
appeal to buyers based on value (not just branding), has worn off.
Content is what buyers expect. Patterns of this phase have also
appeared in Aberdeen’s research. Aligning Content to the Buyer’s
Journey: The Key to Competitive Content Marketing showed
marketers with buyer-aligned content enjoy double the revenue
attributed to their content marketing efforts, compared to those
without it (32.9% vs. 16.2%).
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The Critical Capabilities for Effective Content Marketing
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Figure 1: Better Than Average, but Not Best-in-Class – Content
Aberdeen's Maturity Class
Marketing in the Context of Revenue Performance
Framework
Aberdeen's research defines Best-in-
Class marketing performance by
benchmarking organizations against
several key performance metrics. In
this case, three metrics were used:
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The Critical Capabilities for Effective Content Marketing
are 37% more likely to Starting with the good news, so to speak, in casting Content
be effective at lead Marketers against Non-Content Marketers (Figure 2), we see the
corresponding marketing capabilities that are elevated by general
management and content usage.
prioritization.
Figure 2: Strengths of Content Marketers vs. Non-Content Marketers
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The Critical Capabilities for Effective Content Marketing
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contextual elements to analyze lead behavior and qualification,
Content Marketers Content Marketers should naturally be more effective, as the
are 35% more likely to probability suggests. That is, a lead generated from a download of
be effective at an asset like “How to Be Successful with Widgets” comes with
much more context of buying intent vs. purchased contact
capturing net-new information, for example.
leads and contacts
Of course, the general content marketing practitioners in Figure 2
from inbound are still not beating their Non-Content Marketing counterparts by
marketing activities. a landslide, in terms of effectiveness. This suggests that there are
probably some significant challenges that come with content
marketing as well. This is what makes the reality-check provided in
Figure 3 so critical.
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The Critical Capabilities for Effective Content Marketing
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The Critical Capabilities for Effective Content Marketing
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74% of Leading
Content Marketers
are effective at Class (page 3), and using them to separate the top 40% of
performers who practice content marketing, Aberdeen has
earning positive social identified a cohort of Leading Content Marketers. Contrasted with
media conversions. the bottom 60% of performers (Following Content Marketers), we
can see into the marketing attributes that deliver the most
significant advantages from content marketing. For reference,
these defining metrics are listed in Table 1 below.
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The Critical Capabilities for Effective Content Marketing
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lead to more sharing or amplification. Thus, amplifying content
Leading Content
distribution is a significant compounding advantage for Leading
Marketers are 96% Content Marketers. Success builds on success.
more likely to connect Similarly, with a difference of 11% between Leading Content
marketing efforts to Marketers vs. the Best-in-Class in lead management and
revenue. prioritization capabilities (55% vs. 44%) and the ability to increase
productivity with integrated marketing technologies (63% vs.
52%), we see more compounding skill sets that, when refined,
help to expand the utility of content marketing.
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The Critical Capabilities for Effective Content Marketing
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The Critical Capabilities for Effective Content Marketing
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marketers start with effective capabilities, as noted in this
report, and then use technology to build on them even
further.
For more information on this or other research topics, please visit www.aberdeen.com.
Related Research
Understanding Best-in-Class CRM Usage for Marketing; The B2B Business/ Customer Arc: Crafting Keystones
September 2016 from Marketing & Sales; May 2016
Aligning Content to the Buyer’s Journey: The Key to Content Marketing for Lead Generation: Success in
Competitive Content Marketing; October 2015 Simplicity; September 2015
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The Critical Capabilities for Effective Content Marketing
This document is the result of primary research performed by Aberdeen Group and represents the best analysis available at the
time of publication. Unless otherwise noted, the entire contents of this publication are copyrighted by Aberdeen Group and may
not be reproduced, distributed, archived, or transmitted in any form or by any means without prior written consent by Aberdeen
Group.
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