© 2013 Crain Communications Inc. CONTENT MARKETING SPENDING PLANS More than half of the B2C marketers plan to increase their content marketing budget over the next 12 months. SOURCE: 2013 B2C CONTENT MARKETING BENCHMARKS - NORTH AMERICA: CONTENT MARKETING INSTITUTE/MARKETINGPROFS

© 2013 Crain Communications Inc. SOURCE: 2013 B2C CONTENT MARKETING BENCHMARKS - NORTH AMERICA: CONTENT MARKETING INSTITUTE/MARKETINGPROFS Articles on your website E-newsletters Videos Blogs In-person events Articles on other websites Mobile content Mobile apps Print magazines Microsites Branded-content tools Case studies Print newsletters Infographics Research reports Books Webinars/webcasts Digital magazines E-books Annual reports White papers Podcasts Licensed/syndicated content Virtual conferences Games/gamification 84% 78% 70% 69% 63% 61% 43% 42% 41% 40% 38% 37% 33% 32% 29% 28% 26% 21% 17% 84% Social Media other than blogs CONTENT-MARKETING USAGE BY TACTIC Social media, website content, e-newsletters, videos, blogs and events are most widely-used content marketing tactics.

© 2013 Crain Communications Inc. SOURCE: 2013 B2C CONTENT MARKETING BENCHMARKS - NORTH AMERICA: CONTENT MARKETING INSTITUTE/MARKETINGPROFS SOCIAL-MEDIA AND CONTENT-MARKETING GROWTH TRENDS Percentage of marketers who use various social-media sites to distribute content

© 2013 Crain Communications Inc. CHALLENGES THAT CONTENT MARKETERS FACE Budgeting resources for content marketing and producing enough content that’s engaging are top three concerns. SOURCE: 2013 B2C CONTENT MARKETING BENCHMARKS - NORTH AMERICA: CONTENT MARKETING INSTITUTE/MARKETINGPROFS

© 2013 Crain Communications Inc. ‘CONTENT MARKETING’ DOMINATES SEARCH IN UNITED STATES How the various terms performed in Google Trends over the past few years. SOURCE: CONTENT MARKETING INSTITUTE CHART USING GOOGLE TRENDS DATA 01/09/2013