Fueling Content Marketing

Cleveland, OH – (December 5, 2011) A new study from the Content Marketing Institute and MarketingProfs shows that content marketing is now responsible for 26% of total B2B marketing spending. In addition, 60% of marketers plan to increase content marketing budgets in 2012, with a full nine of 10 organizations surveyed now using content marketing.

The most popular content marketing tactics include articles (79%), social media (excluding blogs) (74%), blogs (65%), and eNewsletters (63%).

“One of the most interesting findings was what we term the ‘confidence gap,’ in which marketers use tactics but are unsure of how effective they are,” says Joe Pulizzi, Founder of the Content Marketing Institute and co-author of Managing Content Marketing. “While uncertainty still exists, marketers are becoming increasingly more confident in the content marketing tactics they are using. This increase is especially notable with blogs, case studies, videos and webinars/webcasts.”

Other notable findings include:

• On average, B2B marketers employ eight different content marketing tactics to achieve their marketing goals.
• Every major social media channel is seeing increased adoption, often by 15-20%.
• 60% report that they plan to increase spending on content marketing over the next 12 months, compared to 51% in the previous study.
• Marketers, on average, spend over a quarter of their marketing budget on content marketing.
• Last year, only 55% of marketers used outsourcing in some capacity. This year, 62% of B2B marketers use a mix of insourced and outsourced content.

B2B Content Marketing: 2012 Benchmarks, Budgets and Trends is the second annual survey from the Content Marketing Institute and MarketingProfs about content marketing in the business-to-business (B2B) space to date. Over 1000 B2B marketers from diverse industries and a wide range of company sizes were surveyed in August 2011. The full content marketing research report can be found at the Content Marketing Institute.

About the Content Marketing Institute

The Content Marketing Institute (CMI) teaches marketers how to own their media channels instead of having to rent them through advertising. We do this through events like Content Marketing World, media properties like Chief Content Officer magazine, and strategic consulting and research for some of the best known brands in the world.

About MarketingProfs

MarketingProfs helps the smartest marketers worldwide turn even the toughest marketing challenges into success stories. More than 400,000 members rely on its free daily publications, in-depth how-to reports, online courses, and in-person events (and more!) for actionable know-how designed to make marketers both smarter and more effective.

Source: Content Marketing Institute

CLEVELAND, OH (September 20, 2011) – During the 1^st annual Content Marketing World conference, the Content Marketing Institute announced its partnership with the Magnum Opus Awards, a content marketing recognition competition operated by McMurry . Now in its ninth year, the Magnum Opus Awards celebrates one of the fastest growing sectors by honoring companies, organizations and institutions, and their agencies and partners, for content marketing excellence in print, web, video, mobile, and other formats.

“Whenever people asked me about a content marketing awards program, I would always refer them to the Magnum Opus Awards.  McMurry was ahead of the curve in launching this program nine years ago,” said Joe Pulizzi, Founder of the Content Marketing Institute.  “We aim to provide practical content marketing advice to B2B and B2C marketers, and we’re thrilled to play a role in honoring these very same people.”

“We couldn’t have asked for a better partner than the Content Marketing Institute,” said Kyle Crafton, a VP at McMurry and general manager of the Magnum Opus Awards. “They’ve done a great job of calling attention to this thriving sector of the marketing world, and will help enormously in our mission to recognize the best in content marketing”.

For more information about the awards program including eligibility and past winners, and to sign up for 2012 call for entries, visit www.magnumopusawards.com.

About Content Marketing Institute

Content Marketing Institute is the leading content marketing resource on the planet. The CMI group includes the Junta42 content agency matching tool, Chief Content Officer magazine and Content Marketing World, the premier international content marketing event. CMI also offers blogging services for small businesses, publishes a line of marketing books through CMI Books, and provides content marketing strategic consulting to large enterprise brands.

About McMurry

McMurry, with three offices in Arizona and New York, offers a complete line of marketing communications services to a variety of clientele, including The Ritz-Carlton Hotel Co., CBS, Aon, Deloitte, HP, Verizon, UPS, Thomson Reuters and Amtrak, as well as resources to thousands of corporate professionals. The company has specialized practices in healthcare, finance and insurance, and best-in-class content marketing, interactive and video production services.  In addition, McMurry covers the content marketing industry through its publication ContentWise, published six times per year.

Cleveland, OH (August 20, 2011) – On August 17, Cleveland City Council presented the Content Marketing Institute (CMI) with a resolution of recognition for spearheading the content marketing movement in Northeast Ohio, with special acknowledgement for hosting the international conference, Content Marketing World.

The resolution states:

“WHEREAS, Content Marketing has taken hold in the Northeast Ohio area over the past decade and Cleveland is now an incubator for content marketing brands, including Junta42, Content Marketing Institute, Optiem, PR 20/20 and Med City Media, to name a few.”

“One of the goals of creating Content Marketing World was to make Cleveland the content marketing hub of the world,” said Joe Pulizzi, founder of CMI and Content Marketing World. “Thanks to the support of the City of Cleveland and our many sponsors and partners, we’re on our way to doing just that.”

The resolution was presented by Cleveland City Councilman Martin Keane and Jim Kopniske, communications director for Cleveland City Council. Steve Lorenz from Kamm’s Corners Development Corporation helped to lead the efforts behind gaining recognition for CMI and Content Marketing World. The Kamm’s Corners neighborhood is home to CMI headquarters in Cleveland.

“When the ‘Godfather of Content Marketing,’ Joe Pulizzi, throws a party in Cleveland, the world beats a path to our door,” said Steve Lorenz. “Thanks for bringing the brightest marketing minds to our great city for Content Marketing World!”

The inaugural Content Marketing World Conference will kick off Sept. 6-8 at the Renaissance Hotel in downtown Cleveland. The conference is expected to bring more than 600 marketers to Cleveland for three days of keynote presentations, workshops and first-class networking events.

Attendees can register at www.ContentMarketingWorld.com. Travel information and event schedule are available on the conference website.

About Content Marketing World

Content Marketing World is the premiere international content marketing event, bringing hundreds of the world’s leading content experts and marketing leaders to Cleveland, Ohio, each fall. Featuring the industry’s most influential speakers, hands-on workshops and breakout sessions, Content Marketing World appeals to B2B and B2C marketers alike. Learn more: www.ContentMarketingWorld.com. Content Marketing World is produced by the Content Marketing Institute, a division of Z Squared Media, LLC.

CLEVELAND, April 14, 2011  – The Content Marketing Institute (CMI) today announced the launch of their strategy consulting practice dedicated to the emerging category of content marketing strategy and editorial services.  The practice is focused on helping organizations of all sizes address the opportunity for original content to be leveraged for positive impact on business results.

The Content Marketing Institute Consulting (CMIC) practice focuses on combining independent and pragmatic thinking across a wide array of content marketing expertise.  CMI Consultants are independent but, working together, represent a collective that can draw upon a unique depth and breadth of experience that provides unique value to clients.

“Our goals are simple,” said Joe Pulizzi, Executive Director of CMI.  ”We want to help marketers establish great content marketing strategies.  After launching CMI last May, inquiries came pouring in asking how an organization could actually create that strategy.  And when we recognized some of the enormously talented people that we had helping to contribute knowledge – it just made complete sense to combine them into a cohesive, unified consulting practice.”

Helping to organize and lead the practice will be Robert Rose – CMI’s first “Strategist in Residence.”  In addition to being one of the consultants available for services, Robert’s role is to understand the client’s challenges – develop an appropriately sized solution and match the client with the right combination of CMI consultants.

CMI has seven of the industry’s best and brightest thinkers in content marketing strategies.

• Jason Falls – author of the noted industry blog SocialMediaExplorer.com, and a leading marketing strategist.

• Jay Baer – Experienced marketer and co-author of the book The NOW Revolution: 7 Shifts to Make Your Business Faster, Smarter, and More Social.

• Robert Rose - 15 years of content and marketing consulting experience and co-author of the book Enterprise 2.0: How Technology, E-Commerce and Web 2.0 Are Transforming Business Virtually.

• Mack Collier – an experienced social media consultant, trainer and speaker specializing in helping companies use social media to better connect with their customers.

• Dianna Huff – president of DH Communications, a B2B Web marketing expert and a frequent speaker on marketing and SEO.

• Lisa Petrilli – CEO of C-Level Strategies, Inc., Experienced Fortune 500 B2B Business Executive, Marketing Strategist, Social Media Concierge, and Leadership Consultant.

• Ardath Albee - CEO of Marketing Interactions, Inc. and the author of the book eMarketing Strategies for the Complex Sale.

CMIC provides three discreet services.

1. Content Marketing Strategy – assisting an organization to discover the power of their content and how it can help to achieve marketing goals.
2. CMIC’s Advisory Services; designed for clients that want to engage CMIC consultants for very specific, short-term engagements across the spectrum of content marketing.
3. Editorial and Content Production services.  For those clients that need to source editorial or writing services, CMI works with its sister company Junta42 to help source the best content marketing agencies for enterprise clients.

In its beta period, CMI has already worked on successful engagements for more than half a dozen global brands, helping to leverage content marketing to create successful product launches, inbound marketing programs and social media strategies.

For more information about the Content Marketing Institute and CMIC please visit http://www.contentmarketinginstitute.com/consulting.

About Content Marketing Institute

Content Marketing Institute is the leading content marketing resource on the planet. The CMI group includes the Junta42content agency matching tool, Chief Content Officer magazine and Content Marketing World, the premier international content marketing event.