内容营销协会：2024年科技企业内容营销基准、预算和趋势展望报告（英文版）（32页）.pdf

1、OUTLOOK FOR 2024TECHNOLOGYCONTENT MARKETINGBENCHMARKS,BUDGETS,AND TRENDS:TECHNOLOGY CONTENT MARKETING BENCHMARKS,BUDGETS,AND TRENDS:OUTLOOK FOR 2024KEY TAKEAWAYTechnology Content Marketing Benchmarks,Budgets,and Trends:Outlook for 2024 Key TakeawaysContent Marketing Institute and MarketingProfs aske

2、d 1,080 marketers around the globe about their current content marketing practices,strategies,use of generative AI,concerns,and challenges in July 2023.Here,we look at the key findings from the 272 technology marketers who answered the questions.Special thanks to Foundry,an IDG,Ipany,for sponsoring

3、this research.See the full report here.KEY TAKEAWAYTECHNOLOGY CONTENT MARKETING BENCHMARKS,BUDGETS,AND TRENDS:OUTLOOK FOR 20242024 TRENDSTECHNOLOGY CONTENT MARKETING BENCHMARKS,BUDGETS,AND TRENDS:OUTLOOK FOR 2024KEY TAKEAWAYAn open-ended question asked about trends to expect for content marketing in

4、 2024.Technology marketers mentioned AI more than any other trend.Other often-mentioned trends include a focus on authenticity and uniqueness,prioritizing quality over quantity,and increased personalization.KEY TAKEAWAYTECHNOLOGY CONTENT MARKETING BENCHMARKS,BUDGETS,AND TRENDS:OUTLOOK FOR 2024“We ar

5、e all becoming more proficient in technology.But that doesnt make it any easier to market.Its still a com-plex and difficult journey,made all the more challenging by how quickly things are changing.”ROBERT ROSEChief Strategy AdvisorContent Marketing InstituteKEY TAKEAWAYTECHNOLOGY CONTENT MARKETING

6、BENCHMARKS,BUDGETS,AND TRENDS:OUTLOOK FOR 2024AI INCONTENTMARKETINGKEY TAKEAWAYTECHNOLOGY CONTENT MARKETING BENCHMARKS,BUDGETS,AND TRENDS:OUTLOOK FOR 2024of technology marketers use generativeAI for content tasks.79%KEY TAKEAWAYTECHNOLOGY CONTENT MARKETING BENCHMARKS,BUDGETS,AND TRENDS:OUTLOOK FOR 2

7、024of technology marketers use AIto write first drafts.48%KEY TAKEAWAYTECHNOLOGY CONTENT MARKETING BENCHMARKS,BUDGETS,AND TRENDS:OUTLOOK FOR 2024of technology marketers lack guidelinesfor using AI.63%KEY TAKEAWAYTECHNOLOGY CONTENT MARKETING BENCHMARKS,BUDGETS,AND TRENDS:OUTLOOK FOR 2024“If youre a m

8、arketer in your organization you should:Educate the members of your team so that they can be,at the least,AI-literate Establish an AI council to organize activities across the organization Establish clear policies and guidelines for using AI Identify use cases for the business and run pilot projects

9、 guided by those principles.”YADIN PORTER DE LENGlobal Content Marketing ExecutiveKEY TAKEAWAYTECHNOLOGY CONTENT MARKETING BENCHMARKS,BUDGETS,AND TRENDS:OUTLOOK FOR 2024CONTENT MARKETING CHALLENGESKEY TAKEAWAYTECHNOLOGY CONTENT MARKETING BENCHMARKS,BUDGETS,AND TRENDS:OUTLOOK FOR 2024of technology ma

10、rketers are workingwith new team members.51%KEY TAKEAWAYTECHNOLOGY CONTENT MARKETING BENCHMARKS,BUDGETS,AND TRENDS:OUTLOOK FOR 2024said team members resigned in the last year,and 28%said team members were laid off.33%KEY TAKEAWAYTECHNOLOGY CONTENT MARKETING BENCHMARKS,BUDGETS,AND TRENDS:OUTLOOK FOR

11、2024of technology marketers say creating the rightcontent for their audience is challenging.61%KEY TAKEAWAYTECHNOLOGY CONTENT MARKETING BENCHMARKS,BUDGETS,AND TRENDS:OUTLOOK FOR 2024of technology marketers are faced with alack of resources.66%KEY TAKEAWAYTECHNOLOGY CONTENT MARKETING BENCHMARKS,BUDGE

12、TS,AND TRENDS:OUTLOOK FOR 2024of technology marketers say correlating dataacross multiple platforms is challenging.88%KEY TAKEAWAYTECHNOLOGY CONTENT MARKETING BENCHMARKS,BUDGETS,AND TRENDS:OUTLOOK FOR 2024Lack of communication across silos makesscaling content production challenging.Lack of content

13、repurposing and lack of astructured production process are otheroften-cited challenges.KEY TAKEAWAYTECHNOLOGY CONTENT MARKETING BENCHMARKS,BUDGETS,AND TRENDS:OUTLOOK FOR 2024SOCIALMEDIA USEKEY TAKEAWAYTECHNOLOGY CONTENT MARKETING BENCHMARKS,BUDGETS,AND TRENDS:OUTLOOK FOR 2024TikTok use triples among

14、technology marketers,but numbers remain small.17%of technology marketers useTikTok up from 5%last year.KEY TAKEAWAYTECHNOLOGY CONTENT MARKETING BENCHMARKS,BUDGETS,AND TRENDS:OUTLOOK FOR 2024X and Facebook use falls.34%decreased X useover the last year,and 24%decreased Facebook use.KEY TAKEAWAYTECHNO

15、LOGY CONTENT MARKETING BENCHMARKS,BUDGETS,AND TRENDS:OUTLOOK FOR 2024But LinkedIn outperforms all.73%of technology marketersincreased their use of LinkedInover the last 12 months.KEY TAKEAWAYTECHNOLOGY CONTENT MARKETING BENCHMARKS,BUDGETS,AND TRENDS:OUTLOOK FOR 2024SUCCESS FACTORSAND INDICATORSKEY T

16、AKEAWAYTECHNOLOGY CONTENT MARKETING BENCHMARKS,BUDGETS,AND TRENDS:OUTLOOK FOR 2024of top performers strongly agree that the leaderthey report to understands the work they do.75%KEY TAKEAWAYTECHNOLOGY CONTENT MARKETING BENCHMARKS,BUDGETS,AND TRENDS:OUTLOOK FOR 2024Content marketing is driving moresal

17、es/revenue for technology marketers.61%said content marketing helped themgenerate sales/revenue in the last 12 months,up from 48%the previous year.KEY TAKEAWAYTECHNOLOGY CONTENT MARKETING BENCHMARKS,BUDGETS,AND TRENDS:OUTLOOK FOR 2024of top performers attribute their contentmarketing success to know

18、ing their audience.81%TECHNOLOGY CONTENT MARKETING BENCHMARKS,BUDGETS,AND TRENDS:OUTLOOK FOR 2024KEY TAKEAWAYKEY TAKEAWAYTECHNOLOGY CONTENT MARKETING BENCHMARKS,BUDGETS,AND TRENDS:OUTLOOK FOR 2024BUDGETS ANDSPENDINGKEY TAKEAWAYTECHNOLOGY CONTENT MARKETING BENCHMARKS,BUDGETS,AND TRENDS:OUTLOOK FOR 20

19、24of technology marketers expect theircontent marketing budget to increase in 2024.Only 7%think it will decrease.48%KEY TAKEAWAYTECHNOLOGY CONTENT MARKETING BENCHMARKS,BUDGETS,AND TRENDS:OUTLOOK FOR 2024of technology marketers expect investment inadditional content management technology in 2024.40%T

20、ECHNOLOGY CONTENT MARKETING BENCHMARKS,BUDGETS,AND TRENDS:OUTLOOK FOR 2024KEY TAKEAWAYVideo and in-person events top the list of areas where technology markets expect to increase investmentin 2024.KEY TAKEAWAYTECHNOLOGY CONTENT MARKETING BENCHMARKS,BUDGETS,AND TRENDS:OUTLOOK FOR 2024“Videos,in-perso

21、n events,and thought leadership content are often developed to complement each other.Thought leadership content is an important component of any event plan,and videos are an effective peripheral asset that can engage an audience to generate interest in downloading longform thought leadership pieces,

22、generate excitement before and after events,and be displayed at the event.”KAMI BUCKNERHPC Solutions Marketing ManagerDell TechnologiesKEY TAKEAWAYTECHNOLOGY CONTENT MARKETING BENCHMARKS,BUDGETS,AND TRENDS:OUTLOOK FOR 2024About Content Marketing InstituteContent Marketing Institute(CMI)exists to do

23、one thing:advance the practice of content marketing through online education and in-person and digital events.We create and curate content experiences that teach marketers and creators from enterprise brands,small businesses,and agencies how to attract and retain customers through compelling,multich

24、annel storytelling.Global brands turn to CMI for strategic consultation,training,and research.Organizations from around the world send teams to Content Marketing World,the largest content marketing-focused event,the Marketing Analytics&Data Science(MADS)conference,and CMI virtual events,including Co

25、ntentTECH Summit.Our community of 215,000+content marketers shares camaraderie and conversation.CMI is organized by Informa Connect.To learn more,visit .About MarketingProfsMarketingProfs is your quickest path to B2B Marketing Mastery.More than 600,000 marketing professionals worldwide rely on Marke

26、tingProfs for B2B Marketing training and education backed by data science,psychology,and real-world experience.Access free B2B marketing publications,virtual conferences,podcasts,daily newsletters(and more)and check out the MarketingProfs B2B Forum-the flagship in-person event for B2B Marketing trai

27、ning and education at MarketingP.About Foundry,an IDG IpanyFoundry helps companies bring their visions to reality through a combination of media,marketing technologies and proprietary data on a global scale.Our intent data and martech platforms are powered by data from an owned and operated ecosyste

28、m of global editorial brands,awards,and events,all engineered and integrated to drive marketing campaigns for technology companies.Foundry is dedicated to generating and innovating with data,driving demand for technology marketers with 38 offices in markets around the globe.Foundry is a wholly owned subsidiary of International Data Group,Inc.(IDG),the worlds leading tech media,data,research and marketing services company.To learn more about Foundry,visit .