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Research Shows How Manufacturing Marketers are Using Content Marketing

Companies mentioned in this article: Content Marketing Institute

CLEVELAND, March 11, 2014 /PRNewswire/ -- A new study, B2B Manufacturing Content Marketing: 2014 Benchmarks, Budgets and Trends--North America, has been published by the Content Marketing Institute. The report, sponsored by Oracle Marketing Cloud, shows that content marketing is taking hold in manufacturing companies, but many companies lack a documented strategy to guide their efforts.

The report shows that when compared with other B2B marketers, manufacturing marketers are less likely to have a documented content strategy (21% vs. 44%). They also rate their companies lower in terms of content marketing effectiveness (30% vs. 42%). Nonetheless, 46% of manufacturing marketers plan to increase their content marketing budgets over the next 12 months.

Manufacturing marketers use an average of 13 content marketing tactics, ranking enewsletters (82%), in-person events (81%), and videos (80%) as the three they use most often. Eighty-one percent say they use YouTube to distribute content, making it the social media platform they choose most often.

"While manufacturing marketers are planning to spend more on content marketing this year--and 70% are creating more content than they did one year ago--only 21% have a documented content strategy," says Joe Pulizzi, founder of the Content Marketing Institute and author of Epic Content Marketing. "This could explain why only 30% say their companies are effective at content marketing. While the continued investment in content is positive, we encourage these companies to develop a written strategy, which research shows improves content marketing effectiveness."

B2B Manufacturing Content Marketing: 2014 Benchmarks, Budgets and Trends--North America reports on the findings of 125 business-to-business (B2B) marketers who replied to the fourth annual Content Marketing Survey conducted by Content Marketing Institute and MarketingProfs in July and August 2013. The full report can be downloaded here.

About the Content Marketing Institute
Content Marketing Institute (CMI) is the leading global content marketing education and training organization. CMI teaches enterprise brands how to attract and retain customers through compelling, multi-channel storytelling. CMI's Content Marketing World event, the largest content marketing-focused event, is held every September, and Content Marketing World Sydney, every March. CMI also produces the quarterly magazine Chief Content Officer, and provides strategic consulting and content marketing research for some of the best-known brands in the world. CMI is a 2012 and 2013 Inc. 500 company.

About Oracle Marketing Cloud

Modern marketers choose Oracle Marketing Cloud to build customer-obsessed cultures, create and manage ideal customers, and power revenue performance. They use award-winning technology and expertise to transform marketing by truly knowing the customer, engaging with always-on multichannel marketing, and achieving data driven accountability. Integrated data from Digital Body Language(TM), content marketing, social marketing, big data, and dozens of AppCloud apps enables them to target, engage, convert, analyze, and use marketing technology to orchestrate the customer experience. Visit, subscribe to the It's All About Revenue blog, call 1.866.327.8764, or email

SOURCE Content Marketing Institute