Whereas most other B2B marketers (across all industry segments) cite “brand awareness” as their top goal for content marketing, technology marketers cite “lead generation”. Lead Generation Brand Awareness Customer Acquisition Thought Leadership Website Traffic Lead Nurturing Engagement Customer Loyalty Sales B2B CONTENT MARKETING Content Volume, Effectiveness, Metrics and Goals For Technology Marketers B2B CONTENT MARKETING Content Volume, Effectiveness, Metrics and Goals For Technology Marketers Source: 2014 B2B Technology Content Marketing Trends — Budgets, Benchmarks, and Trends, North America Tech marketers cite “website traffic” as their top metric for content marketing success. 5 4 3 2 1 Change in amount of content creation among technology marketers in one year Significantly More 35% More 43% Same Amount 19% Less 1% of tech marketers say THEY ARE EFFECTIVE at content marketing 39% 8% 31 % 1% 50 % 11 % of tech marketers are producing MORE content than they did one year ago 78% How technology marketers rate the effectiveness of their organization’s use of content marketing (1 out of 5) Very Effective Not At All Effective Organizational Goals for Content Marketing (Technology Marketers) 86 % 82 % 77 % 75 % 66 % 65 % 63 % 58 % 49 % Metrics for Content Marketing Success (Technology Marketers) 69 % 30 % 64 % 33 % 40 % 40 % 42 % 54 % 57 % 63 % Website Traffic Sales Lead Quality Sales Lead Quantity Social Media Sharing SEO Rank Inbound Links Direct Sales Time Spent on Site Subscriber Growth Customer Feedback Effective Somewhat Effective Not Very Effective