The document summarizes the findings of a survey conducted by Silicon Valley Voices on content marketing trends in 2013. Some key findings include: - Videos were very popular for creating brand awareness but less so for lead generation. - Organic search and in-person/online events provided the best reach, conversions, and return on investment respectively. - Different content types and channels worked best for different marketing objectives like awareness, lead generation, nurturing prospects.

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2013CONTENT MARKETING
TRENDS
Silicon Valley Voices
Rethinking Content Marketing Survey Report: May 2013
PRISCILLA SELWINE: Associate Director
Priscilla’s research is focused on B2B content
creation and distribution practices that enable
product marketing professionals deliver targeted
sales enablement material. Her research
combines creative with scientific measurement
that creates real digital marketing leverage.
GREG SHERWIN: Executive Vice President
Greg is the executive vice president and
principal analyst serving Product Marketing
Professionals. He leads Silicon Valley Voices
research on how Software, IT and Internet
companies develop and execute digital
marketing strategies by aligning business
and brand goals with sales enablement
across all channels.

2. MAY 2013 SILICON VALLEY VOICES, 1121 SAN ANTONIO ROAD, SUITE # B200, PALO ALTO, CA 94303, PHONE: 650-331-1167
EMAIL: RESEARCH@SILICONVALLEYVOICES.COM
WWW.SILICONVALLEYVOICES.COM
2013 CONTENT MARKETING TRENDS
Rethinking Content Marketing; Survey Report Q2 2013
Evaluating content creation and distribution tactics in the B2B landscape
By Greg Sherwin and Priscilla Selwine
Content Marketing is transforming the way marketing professionals market their products. With nearly
$17 billion invested in 2012 (according to the Custom Content Council), content marketing is fast
becoming the cornerstone of the B2B marketing mix. However, not all content marketing channels perform
equally well for every marketing objective.
In April 2013, Silicon Valley Voices conducted a study with B2B marketing professionals across the globe
to determine the current use and perceived efficacy of content marketing tactics. We identified the five
most significant pre-sales marketing objectives of the B2B CMO: creating awareness, generating leads,
nurturing prospects, activating engagement and influencing purchases. We analyzed content types and
distribution mechanisms through the lens of these marketing objectives.
This report details our findings about which content tactics B2B marketing organizations are using, and
which distribution channels are most effective based on measurements of reach, conversion and ROI.
This data should help CMOs invest in the right content marketing tactics for executing their content
marketing strategy.
KEY TAKEAWAYS
Videos are the most popular marketing medium for creating brand awareness.
However, marketers do not rely on videos for lead generation campaigns.
With over 200 million searches daily through search engine queries, organic
search is still the best way to reach a large target audience.
In-person and online events offer the highest Return on Investment (ROI) and are
particularly powerful for lead generation compared with other content
distribution channels.

3. MAY 2013 SILICON VALLEY VOICES, 1121 SAN ANTONIO ROAD, SUITE # B200, PALO ALTO, CA 94303, PHONE: 650-331-1167
EMAIL: RESEARCH@SILICONVALLEYVOICES.COM
WWW.SILICONVALLEYVOICES.COM
◌ White papers and websites are
close behind videos as preferred
content tactics for meeting
marketing objectives. Email
remains a popular choice as
well, as 86.4% of marketers still
use email to meet their goals.
88% of B2B marketing professionals use content marketing as
an integral part of their marketing strategy.
The remaining 12% not actively using content marketing so far
plan to do so in the next 6 months. Surveyed marketers plan to
increase investments in videos, whitepapers and articles.
CONTENT MARKETING CONTINUES TO GROW
68 % of B2B Marketers are Using Content Marketing to Generate Leads.
CONTENT MARKETING WILL DRIVE LEADS, SAY B2B MARKETERS
◌ Lead generation and awareness
campaigns are the most
commonly cited reasons for
content marketing.
◌ Fewer marketers rely on
content marketing to nurture
prospects and influence
purchases.
VIDEO IS NO LONGER JUST COOL. IT’S A NECESSITY
97% of B2B marketers rely on video to meet their marketing objectives.
Despite viewing videos as a cool novelty in 2012, B2B marketers today feel that videos are the top content
choice for creating brand awareness and setting the right tone for the product in the market. The graph
below illustrates the percentage of B2B marketers using each content type.

4. MAY 2013 SILICON VALLEY VOICES, 1121 SAN ANTONIO ROAD, SUITE # B200, PALO ALTO, CA 94303, PHONE: 650-331-1167
EMAIL: RESEARCH@SILICONVALLEYVOICES.COM
WWW.SILICONVALLEYVOICES.COM
CREATING AWARENESS:
83% of B2B marketers find video helpful for awareness-based marketing campaigns. Webinars are ranked the
lowest, with only 22% of marketers investing in webinars for awareness campaigns.
WEBINARS HELP CONVERT LEADS TO CUSTOMERS
B2B marketers prefer different content asset types for different stages of the sales cycle. Webinars
top the effectiveness index by accomplishing marketing objectives across multiple stages and
converting leads to customers. The table below indicates the preferred content asset for each stage
of the B2B sales process. Future surveys will examine post-sales content trends.
GENERATING LEADS:
Webinars are the clear leader; 68% of B2B marketers rank webinars as the best content marketing strategy for lead
generation. Only 20% of B2B marketers use articles for their lead generation campaigns.

5. MAY 2013 SILICON VALLEY VOICES, 1121 SAN ANTONIO ROAD, SUITE # B200, PALO ALTO, CA 94303, PHONE: 650-331-1167
EMAIL: RESEARCH@SILICONVALLEYVOICES.COM
WWW.SILICONVALLEYVOICES.COM
EVENTS AND SEARCH ARE KEY TO CONTENT MARKETING SUCCESS
As marketers define the optimal marketing mix, they typically use three measures of channel performance:
the channel’s reach, its impact on driving conversions, and return on initial investment (ROI). The survey
results show that channels performance varies along these different metrics.
NURTURING PROSPECTS:
When it comes to lead nurturing, marketers prefer newsletters
(52%) and webinars (50%) over other content types. Videos
rank the lowest for nurturing prospects.
ACTIVATING ENGAGEMENT: Webinars (46%) rank the highest for effectively engaging
prospects. Email and whitepapers rank the lowest on the engagement score.
INFLUENCING PURCHASE:
35% of B2B marketers feel that articles are the best trigger to influence a purchase and close a sale.
Websites rank the lowest on the influential content scale.

6. MAY 2013 SILICON VALLEY VOICES, 1121 SAN ANTONIO ROAD, SUITE # B200, PALO ALTO, CA 94303, PHONE: 650-331-1167
EMAIL: RESEARCH@SILICONVALLEYVOICES.COM
WWW.SILICONVALLEYVOICES.COM
◌ REACH: Most B2B marketers rank search engines as the best medium to access a larger target audience
and ensure brand reach.
◌ CONVERSIONS: Marketers see events as the best means for conversions. Websites rank a close second
for converting prospects due to their ability to capture lead information and track lead status through
integrations with CRM and marketing automation platforms.
◌ ROI: Events again rank the highest for efficiency and return on investment, followed closely by search
and email.
SUMMARY
As content marketing is becoming a mainstream B2B marketing tactic, B2B marketers must align content
channel strategies with marketing objectives. As this survey shows, different content types and channels are
appropriate for objectives.
The channel strengths will dictate content development investments. For example, marketing organizations
that want to increase awareness and brand reach would do well to focus efforts on attracting search engines
with SEO-rich content and developing video content. If instead the marketing organization is pressed for lead
generation on a tight budget, online events like webinars are a proven strategy for generating leads while
optimizing marketing spending.

7. MAY 2013 SILICON VALLEY VOICES, 1121 SAN ANTONIO ROAD, SUITE # B200, PALO ALTO, CA 94303, PHONE: 650-331-1167
EMAIL: RESEARCH@SILICONVALLEYVOICES.COM
WWW.SILICONVALLEYVOICES.COM
ABOUT SILICON VALLEY VOICES
Silicon Valley Voices is the research unit of Regalix Inc. Headquartered in Silicon Valley, we help the CMO organization
leverage emerging digital practices for creating marketing leverage as they bring new products and innovation to market.
Silicon Valley Voices helps marketers through research-based insights, consulting and peer-to-peer programs that guide
marketing strategy development and execution. Our focus is helping Technology companies leverage innovation and best
practices to create real differentiation. Our analysts are practitioners with a successful track record of delivering real
marketing results for both leading Fortune 500 companies as well as venture backed firms.
Regalix is an award-winning Global Innovation company that leverages technology and marketing to help companies grow.
We create successful ventures with our clients through co-innovation and idea-driven frameworks that inspire companies
to think different. We bring ideas to life by envisioning new companies, developing brands, engineering products, and
designing technology platforms. Founded in 1998, Regalix is based in Palo Alto. Our Silicon Valley setting has enabled us to
stay ahead of emerging trends in digital technology and marketing.
For over a decade, we have provided complete marketing services – Social, Mobile, Content, Multi-channel Campaigns,
Technology Development, and Analytics – to companies such as CA Technologies, Citi, Apple, eBay, Cisco, VMWare,
NetApp, Cypress, LSI, Keynote, and MetricStream.
FOR MORE INFORMATION
To find out how Silicon Valley Voices can help you, please
contact our office, or visit us at
www.siliconvalleyvoices.com.