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2018 Benchmarks, Budgets, and Trends—North America
CONTENT
MARKETING
Welcome
This Year’s B2C Content Marketing Top
Performers At-A-Glance
Usage & Team Organization
Commitment & Overall Success
Content Marketing Strategy & Technologies
Content Creation & Distribution
Goals & Metrics
Budgets & Spending
Methodology & Demographics
About
3
4
5
10
16
19
34
37
38
29
2
TABLE OF CONTENTS
WELCOME
Greetings Marketers,
Welcome to B2C Content Marketing Benchmarks, Budgets, and Trends—North America. This is the companion report to the B2B
research we released in September 2017. The data presented in both reports was generated from our eighth annual content
marketing survey.
One of our key observations this year is that while B2C marketers reported slightly higher levels of overall content marketing
success compared with last year, there was a decrease among those who agreed their organization has realistic expectations
about what content marketing can achieve.
A documented content marketing strategy can help, as it sets expectations for what teams should prioritize; yet, only 38% of B2C
marketers reported having one.
Our annual research has consistently shown that those who document their content marketing strategy get better results than
those who don’t. Another important key to success is an efficient workflow process (page 4 shows how top-performing B2C
marketers rate their project management flow and other distinguishing characteristics that set them apart from their peers).
We hope these research findings will be helpful as you consider which content marketing priorities to focus on in the year ahead.
Yours in content,
Lisa
Murton Beets
Research Director
Content Marketing Institute
3
Ann
Handley
Chief Content Officer
MarketingProfs
4
COMPARISON CHART
Most Successful All Respondents Least Successful
Organization is extremely/very committed to content marketing 93% 60% 23%
Organization’s content marketing is sophisticated/mature	 72% 36% 8%
Has a documented content marketing strategy 59% 38% 18%
Percentage of total marketing budget spent on content marketing (average) 26% 22% 18%
Expects organization to increase content marketing budget in the next 12 months 35% 37% 45%
Ratesprojectmanagementflowduringcontent-creationprocessasexcellent/verygood 56% 36% 11%
Always/frequently delivers content consistently 82% 60% 16%
Agrees that organization has realistic expectations about what content marketing
can achieve
82% 55% 40%
Agrees that leadership team gives ample time to produce content marketing results 80% 56% 36%
Always/frequently focuses on creating content for audience versus brand 84% 68% 43%
Always/frequently prioritizes delivering content quality over content quantity 87% 70% 46%
This Year’s B2C Content Marketing Top Performers
At-A-Glance
2018 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Chart term definitions: A top performer (aka “most successful”) is one who characterizes his or her organization’s overall content marketing approach as extremely or very successful.
The “least successful” characterize their organization’s approach as minimally or not at all successful. 							 Base: B2C content marketers.
5
USAGE & TEAM
ORGANIZATION
B2C CONTENT MARKETING
When compared with all respondents, enterprise marketers (1,000+
employees) were more likely to report their organization has a
centralized content marketing group (40% vs. 23%).
Thirty-six percent of respondents said their organizations are in the
sophisticated/mature phase of content marketing; 28% are in the
adolescent phase; and 36% are in the young/first steps phase.
Approximately half (49%) of B2C marketers surveyed outsource content
creation activities (e.g., writing, design, video production).
6
USAGE & TEAM ORGANIZATION
2018 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Does your organization use content marketing?
Content marketing is defined as “a strategic
marketing approach focused on creating
and distributing valuable, relevant, and
consistent content to attract and retain a
clearly defined audience — and, ultimately,
to drive profitable customer action.”
Base = All B2C respondents.
Yes
No
Percentage of B2C Respondents
Who Use Content Marketing
86%
14%
7
USAGE & TEAM ORGANIZATION
2018 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
How would you describe your organization’s
content marketing maturity level?
HowB2CMarketersAssessTheirOrganization’sContentMarketingMaturityLevel
SOPHISTICATED MATURE ADOLESCENT YOUNG FIRST STEPS
7% 29% 28% 26% 10%Providing accurate
measurement
to the business,
scaling across the
organization
Finding success,
yet challenged with
integration across the
organization
Have developed
a business case,
seeing early success,
becoming more
sophisticated with
measurement
and scaling
Growing pains,
challenged with
creating a cohesive
strategy and a
measurement plan
Doing some aspects
of content, but
have not yet begun
to make content
marketing a process
Base: B2C content marketers; aided list.
8
USAGE & TEAM ORGANIZATION
2018 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
How is content marketing structured
within your organization?
Base: B2C content marketers; aided list.
B2C Content Marketing Organizational Structure
23%
10%
11%
55%
Centralized content marketing group
that works with multiple brands/product
lines throughout the organization
Each brand/product/department has
its own content marketing team
Both: a centralized group as
well as individual teams
throughout the organization
Small (or one-person)
marketing/content marketing team
serves the entire organization
9
USAGE & TEAM ORGANIZATION
2018 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
What content marketing activities does your
organization outsource?
Content Marketing Activities B2C Marketers Outsource
49%
26%
17%
10%
4%
Content Creation
(e.g., writers, designers,
video production)
Do not outsource any
content marketing activities
Content Promotion/Distribution
Content Marketing Measurement
Content Marketing Strategy
Other
38%
Note: More than three out of five
(62%) of respondents outsource
at least one of the content
marketing activities listed.
Base: B2C content marketers.
Aided list; multiple responses
permitted.
SPONSORED BY
10
COMMITMENT &
OVERALL SUCCESS
B2C CONTENT MARKETING
Like last year, 60% of B2C marketers said their organizations are
extremely/very committed to content marketing.
When compared with last year, a higher percentage of B2C marketers
reported their organization’s overall content marketing approach is
extremely/very successful (28% vs. 25%) or moderately successful
(50% vs. 45%). The percentage reporting minimal success decreased
(19% vs. 27% last year).
The percentage of B2C marketers that agreed their organization has
realistic expectations about what content marketing can achieve
decreased from 69% last year to 55% this year.
11
COMMITMENT & OVERALL SUCCESS
2018 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
How would you describe your organization’s
commitment level to content marketing?
Base: B2C content marketers; aided list.
42%
8%
1%
31%
18%
B2C Organizations’ Commitment to Content Marketing
Extremely
Committed
Very Committed
Somewhat
Committed
Not Very
Committed
Not At All
Committed
12
2018 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
COMMITMENT & OVERALL SUCCESS
How would you characterize the success
of your organization’s current overall
content marketing approach?
Base = B2C content marketers; aided list.
Note: The survey defined success as
achieving your organization’s desired/
targeted results. This report defines the
Top 2 respondents (extremely/very) as
“most successful” or “top performers,”
and the Bottom 2 (minimally/not at all)
as “least successful.”
50%
19%
3%
23%
5%
How B2C Marketers Rate the Success of Their
Organizations’ Overall Content Marketing Approach
Extremely
Successful
Very
Successful
Moderately
Successful
Minimally
Successful
Not At All
Successful
13
2018 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
COMMITMENT & OVERALL SUCCESS
How does the success of your organization’s
current overall content marketing approach
compare with one year ago?
Base: B2C content marketers; aided list.
How B2C Marketers Rate Their Organization’s
Content Marketing Success Compared
With One Year Ago
23%
43%
25%
5%
0%
5%
Much More
Successful
Somewhat
More
Successful
About the
Same as
One Year
Ago
Somewhat
Less
Successful
Much Less
Successful
Does Not
Apply
(program less than
one year old)
14
2018 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
COMMITMENT & OVERALL SUCCESS
To what factors do you attribute your organization’s
increase in overall success with content marketing?
Base:B2Ccontentmarketerswhosaidtheirorganization’soverallcontentmarketing
approachismuchmoreorsomewhatmoresuccessfulcomparedwithoneyearago.
Other factors cited: Content
Marketing Technologies/Tools (28%);
More Budget for Content Marketing
(25%); We Have Given Our Efforts
Time to Bear Fruit and Are Now
Getting Results (24%); Content
Marketing Training/Education (21%);
Changes in Our Target Audience(s)
(12%); Assistance of Outside
Expertise (10%); and Other (5%).
Note: Due to the low number of
B2C respondents who said their
organization’s content marketing
success had decreased compared
with one year ago, this report does
not include a chart showing factors
contributing to decreased success.
Factors Contributing to B2C Marketers’ Increased
Content Marketing Success Over the Last Year
75%
72%
53%
46%
Content Creation (higher
quality, more efficient)
Strategy (development
or adjustment)
Content Distribution (better
targeting, identification
of what works)
Content Marketing Has
Become a Greater Priority
Spending More Time on
Content Marketing
Management/HR (organizational
changes, staffing, new content
marketing roles)
Content Measurement
(growing in ability to
show results)
47%
39%
39%
15
OPINIONS ABOUT CONTENT MARKETING
2018 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Indicate your level of agreement with the following statements
concerning content marketing in your organization.
Base: B2C content marketers; aided list.
B2C Marketers’ Opinions About Content Marketing
85% 9% 6%
79% 13% 8%
56% 25% 19%
14%
22%23%
33%
55%
53%
51% 27% 22%
20% 32% 48%
Our organization is focused on building
audiences (building one or more subscriber bases)
Our organization values creativity and craft
in content creation and production
Our leadership team gives us ample time
to produce content marketing results
Our organization has realistic expectations
about what content marketing can achieve
We are discontinuing specific content marketing
activities that we’ve found to be ineffective, so
we can concentrate on those that yield the best results
Over the last year, it has become increasingly
difficult to capture our audience’s attention
We are creating less content than one year
ago, but that content is driving greater results
■ Agree ■ Neither Agree Nor Disagree ■ Disagree
16
B2C CONTENT MARKETING
The percentage of respondents that reported their
organization has a documented content marketing
strategy is nearly the same as last year (38% vs. 40%).
Respondents said their organizations use an average of four digital
technologies specifically for managing content marketing efforts.
The two types of technology with the highest reported use are analytics
tools (85%) and email-focused marketing technology (78%).
CONTENT MARKETING
STRATEGY & TECHNOLOGIES
17
CONTENT MARKETING STRATEGY & TECHNOLOGIES
2018 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Does your organization have a
content marketing strategy?
Base: B2C content marketers; aided list.
36%
6%
38%
20%
Percentage of B2C Marketers Who Have
a Content Marketing Strategy
Yes, and it is
documented
No, with no plans
to have one within
12 months
Yes, but it is not
documented
No, but plan to have
one within 12 months
18
2018 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Which types of digital technologies does your organization
use specifically for managing its content marketing efforts?
Base: B2C content marketers. Aided list; multiple responses permitted.
Other technologies used:
Video Tools/Platforms (19%);
Content Collaboration/
Workflow Software (17%);
Content Promotion/
Distribution Software
(17%); Webinar/Online
Presentation Platforms (17%);
Content Planning/Creation
Software (13%); Digital Asset
Management (DAM) System/
File Storage (12%); Content
Optimization Software (5%);
and Other (7%).
Technologies B2C Marketers Use to Manage
Content Marketing Efforts
(Top 4)
85%
Content Management System
Email Marketing Technology (email-focused)
Analytics Tools
78%
59%
35%Marketing Automation Software
(automation-focused)
AVERAGE NUMBER USED:
Most Successful.................. 4
All Respondents................. 4
Least Successful................. 3
CONTENT MARKETING STRATEGY & TECHNOLOGIES
19
CONTENTCREATION
&DISTRIBUTION
B2C CONTENT MARKETING
When asked how well content-creation projects flow within
their organizations, 36% of respondents rated the flow as
excellent/very good; 38% rated it as good; and 26% rated it as fair/poor.
Among the content types, distribution formats, and social media platforms
that respondents use, they rated social media posts, email, and Facebook as
most effective in helping their organizations achieve specific objectives.
86% of respondents said they use email for content marketing purposes;
automated confirmation emails (e.g., a welcome email) is the type of
email they use most often (58%).
20
CONTENT CREATION & DISTRIBUTION
2018 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
How often do you take the following concepts into
account while creating content for your organization?
Base: B2C content marketers; aided list.
How Often B2C Marketers Consider
Various Concepts While Creating Content
90%
79%
72%
70%
68%
68%
60%
47% 36% 17%
27% 13%
26% 6%
28% 4%
26% 4%
17%
23% 5%
4%
10%
Ensure that our content is
fact-based and/or credible
Consider how our content impacts the overall
experience a person has with our organization
Prioritize delivering content quality
over content quantity
Focus on creating content for our
audience versus our brand
Differentiate our content from
our competition’s content
Prioritize providing the right content to
the right person at the right time
Deliver content consistently
(e.g., on a defined, regularly scheduled basis)
Craft content based on specific
points of the buyer’s journey
■ Always/Frequently ■ Sometimes ■ Rarely/Never
21
USAGE & TEAM ORGANIZATION
2018 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
21
CONTENT CREATION & DISTRIBUTION
2018 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
How would you rate the project management flow during the
content creation process (from concept through completion)
within your organization?
Base: B2C content marketers; aided list.
How B2C Marketers Rate the Project Management Flow
During the Content Creation Process
EXCELLENT VERYGOOD GOOD FAIR POOR
6% 7%30% 38% 19%
Thevast
majorityofour
projects move
alongefficiently
Most of our
projects
move along
efficiently
Some of our
projects move
along efficiently,
but we face
bottlenecks
Most of our
projects are
held up by
bottlenecks
Many of our
projects
move along
efficiently
22
2018 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
CONTENT CREATION & DISTRIBUTION
Which types of content does your organization use
for content marketing purposes?
Base: B2C content marketers. Aided list; multiple responses permitted.
Other types of content used:
Case Studies (30%); Videos (live-
streaming) (22%); Research
Reports (20%); Mobile Apps (17%);
Podcasts (13%); Film/TV (e.g.,
documentaries, short films) (8%);
Virtual Reality/Augmented Reality
(VR/AR) Experiences (4%); and
Other (8%).
Types of Content B2C Marketers Use
for Content Marketing Purposes
(Top 6)
96%
Illustrations/Photos
Infographics
Videos (pre-produced)
Social Media Posts – excluding videos (e.g., tweets, pins)
76%
67%
59%
38%
35%Ebooks/White Papers
Interactive Tools (e.g., quizzes, assessments, calculators) AVERAGE NUMBER USED:
Most Successful.................. 6
All Respondents................. 5
Least Successful................. 4
23
CONTENT CREATION & DISTRIBUTION
2018 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Of the content marketing types you use, which three
are the most effective at helping your organization
achieve specific objectives?
Base: B2C content marketers who use the types listed. Maximum of three
responses permitted. Results shown based on response frequencies.
Top 3 Most Effective Types of Content B2C Marketers Use
for Content Marketing Purposes
ALL RESPONDENTS
MOST SUCCESSFUL
LEAST SUCCESSFUL
Videos (pre-produced)
Illustrations/Photos
Social Media Posts – excluding videos (e.g., tweets, pins)
Videos (pre-produced)
Illustrations/Photos
Illustrations/Photos
Infographics
Social Media Posts – excluding videos (e.g., tweets, pins)
Social Media Posts – excluding videos (e.g., tweets, pins)
71%
59%
68%
29%
24%
43%
37%
45%
29%
24
CONTENT CREATION & DISTRIBUTION
2018 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Base: B2C content marketers. Aided list; multiple responses permitted.
Which formats does your organization use to distribute
content for content marketing purposes?
Other formats used:
Separate Content Hubs (e.g.,
microsites, resource centers)
(27%); Webinars/Webcasts/
Virtual Events (19%); Online
Presentations (17%); Print
Magazines (17%); Digital
Magazines (12%); and
Other (3%).
Formats B2C Marketers Use to Distribute
Content for Content Marketing Purposes
(Top 5)
89%
In-Person Events
Print (other than magazines)
Blogs
Social Media Platforms (e.g., LinkedIn, Twitter)
Email (e.g., newsletters, welcome emails) 86%
70%
34%
42% AVERAGE NUMBER USED:
Most Successful.................. 4
All Respondents................. 4
Least Successful................. 3
25
CONTENT CREATION & DISTRIBUTION
2018 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Of the formats you use to distribute content, which
three are the most effective at helping your organization
achieve specific objectives?
Base: B2C content marketers who use the formats listed. Maximum of three
responses permitted. Results shown based on response frequencies.
Top 3 Most Effective Formats B2C Marketers Use to
Distribute Content for Content Marketing Purposes
ALL RESPONDENTS
MOST SUCCESSFUL
LEAST SUCCESSFUL
Email (e.g., newsletters, welcome emails)
Blogs
Social Media Platforms (e.g., LinkedIn, Twitter)
Email (e.g., newsletters, welcome emails)
Blogs
Social Media Platforms (e.g., LinkedIn, Twitter)
Email (e.g., newsletters, welcome emails)
Social Media Platforms (e.g., LinkedIn, Twitter)
Blogs
72%
74%
68%
45%
37%
50%
50%
In-Person Events 35%
61%
47%
26
CONTENT CREATION & DISTRIBUTION
2018 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Which social media platforms does your organization
use as part of its content marketing efforts?
Base: B2C content marketers who use social media platforms to distribute content.
Aided list; multiple responses permitted.
Social Media Platforms B2C Marketers
Use for Content Marketing Purposes
(Top 6)
97%Facebook
Twitter
LinkedIn
YouTube
Instagram
Pinterest
84%
69%
63%
43%
66%
Other social media
platforms used: Google+
(37%); Snapchat (11%);
SlideShare (8%); Medium
(5%); and Other (8%).
AVERAGE NUMBER USED:
Most Successful.................. 6
All Respondents................. 5
Least Successful................. 4
27
CONTENT CREATION & DISTRIBUTION
2018 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Of the social media platforms you use, which three
are the most effective at helping your organization
achieve specific objectives?
Base: B2C content marketers who use the social media platforms listed. Maximum
of three responses permitted. Results shown based on response frequencies.
Top 3 Most Effective Social Media Platforms B2C Marketers
Use for Content Marketing Purposes
ALL RESPONDENTS
MOST SUCCESSFUL
LEAST SUCCESSFUL
YouTube
Twitter
Facebook
Facebook
Twitter
Instagram
LinkedIn
Facebook
Twitter
88%
90%
74%
29%
26%
49%
33%
YouTube 33%
37%
29%
28
CONTENT CREATION & DISTRIBUTION
2018 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Which types of email does your organization use
as part of its content marketing efforts?
Base: B2C content marketers who use email to distribute content for content marketing
purposes. Aided list; multiple responses permitted.
58%
55%
52%
48%
45%
36%
36%
Types of Email B2C Marketers Use for
Content Marketing Purposes
(Top 7)
Lead Nurturing
Automated Confirmation Emails
(e.g., a welcome email)
Ad hoc Newsletters
(i.e., no set schedule)
Drip Campaigns (e.g., welcome series)
Promotional Emails
Event Emails
Monthly Newsletters
Other types of email used:
Bi-weekly Newsletters (every other
week) (20%); Weekly Newsletters
(17%); Partnership Emails (15%);
Daily Newsletters (3%); and Other
(4%).
29
GOALS&METRICS
B2C CONTENT MARKETING
More than half of respondents (53%) said their organization
does an excellent, very good, or good job in terms of aligning metrics with
content marketing goals; however, another 31% rated their organization as doing
a fair or poor job.
Respondents who do not measure content marketing ROI (34%) cited the
top reason, by far, as “we need an easier way to do this” (45%).
Nearly 80% of respondents reported they can demonstrate, with metrics,
how content marketing has increased audience engagement.
30
GOALS & METRICS
2018 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
What type of job does your organization do in terms
of aligning metrics with content marketing goals
(i.e., are you measuring the “right things”)?
Base: B2C content marketers; aided list.
How B2C Marketers Rate Alignment of
Their Metrics and Content Marketing Goals
EXCELLENT VERYGOOD GOOD FAIR POOR
6% 9%14% 33% 22%
TOOSOONTOTELL DON’TUSE CONTENT
MARKETINGMETRICS
UNSURE
5%8% 3%
31
GOALS & METRICS
2018 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Does your organization measure the return on
investment (ROI) of its content marketing efforts?
34%
43%
23%
Percentage of B2C Marketers Who
Measure Content Marketing ROI
Unsure
No
Yes
Base: B2C content marketers; aided list.
32
GOALS & METRICS
2018 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Why doesn’t your organization measure the return on
investment (ROI) of its content marketing efforts?
Base: B2C content marketers whose organizations do not measure
content marketing ROI. Aided list; multiple responses permitted.
45%
34%
26%
25%
21%
4%
Why B2C Marketers Don’t
Measure Content Marketing ROI
We need an easier way to do this
No formal justification required
We don’t know how to do this
Too time-consuming
Other
Unsure
33
GOALS & METRICS
2018 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Indicate your level of agreement with each statement
concerning the content marketing metrics
used in your organization.
Base: B2C content marketers who use metrics to determine content marketing results. Aided list.
B2C Marketers’ Metrics Agreement Statements
79% 12% 9%
65% 21% 14%
58% 25% 17%
34% 36% 30%
I/my team can demonstrate how content marketing has…
Increased audience
engagement
Increased our
number of leads
Increased our
organization’s sales
Decreased our cost of
customer acquisition
■ Agree ■ Neither Agree Nor Disagree ■ Disagree
34
BUDGETS&SPENDING
B2C CONTENT MARKETING
Last year, B2C top performers reported their organizations spent,
on average, 38% of their total marketing budget on content
marketing vs. 26% this year.
37% of all respondents said they expect their organization’s content
marketing budget to increase in the next 12 months.
When broken out by overall content marketing success rates, the least
successful respondents were most likely to indicate they will increase their
content marketing budget in the next 12 months (45%).
35
BUDGETS & SPENDING
2018 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Approximately what percentage of your organization’s
total marketing budget (not including staff)
is spent on content marketing?
Base: B2C content marketers; aided list.
Percentage of Total Marketing Budget Spent
on B2C Content Marketing
2% 2%
5%
10%
17%
27%
32%
5%
100% 75-99% 50-74% 25-49% 10-24% 1-9% 0% Unsure
AVERAGE SPENT:
Most Successful.............26%
All Respondents............22%
Least Successful............18%
36
BUDGETS & SPENDING
2018 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
How do you expect your organization’s content
marketing budget to change in the next 12 months?
Base: B2C content marketers; aided list.
46%
4%
14%
37%
B2C Content Marketing Spending
(Over Next 12 Months)
Increase
Remain
the Same
Decrease
Unsure
37
METHODOLOGY/DEMOGRAPHICS
2018 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
B2C Content Marketing: 2018 Benchmarks, Budgets, and Trends—North America was produced by Content Marketing Institute and MarketingProfs.
The eighth annual content marketing survey, from which the results of this report were generated, was mailed electronically to a sample of marketers using
lists from Content Marketing Institute, MarketingProfs, The Association for Data-driven Marketing & Advertising (ADMA), WTWH Media, and Technology for
Marketing (TFM).
A total of 2,190 recipients from around the globe—representing a full range of industries, functional areas, and company sizes—responded to the survey
during June and July 2017. This report presents the findings from the 195 respondents who indicated their organization is for-profit in North America,
primarily selling products/services to consumers (B2C) or to both businesses and consumers (B2B and B2C), with the percentage of B2C business exceeding
50%.
Note: The B2C content marketers referred to in the base lines and bullet points in this report are respondents who indicated their organization uses content
marketing.
B2C Industry
Classification
Size of B2C Company
(by Employees)
B2C Organization 2016
Total Annual Revenue
B2C Job Title/
Function
22%
25%
28%
■ Small (10-99 Employees)
■ Micro(Fewerthan10Employees)
■ Midsize (100-999 Employees)
■ Large (1,000+ Employees)
■ Retail/E-Commerce
■ Agency (Advertising, Digital Marketing,
Content Marketing, PR, Marcom)
■ Education
■ Financial Services
■ Insurance
■ Professional Services
■ Travel/Tourism/Hospitality
■ Other
7%
2%
7%
■ Marketing/Advertising/
Communications/PR Management
■ Content Creation/Management
■ Corporate Management
(Owner/President, CEO, CMO)
■ Marketing – Staff/Support
■ General Management (GM, VP)
■ Consultant
■ Other
■ More than $1 Billion
■ $500,000,001 - $1 Billion
■ $100,000,001 - $500,000,000
■ $50,000,001 - $100,000,000
■ $10,000,001 - $50,000,000
■ $1,000,000 - $10,000,000
■ Less than $1,000,000
■ Unsure
25%
44%
18%
14%
8%
13%
12%
4%
12%
15%
21%
20%
3%14%
9%
8%
8%
8%
8%5%
40%
38
ABOUT
Content Marketing Institute and MarketingProfs thank all the survey respondents and survey
distribution partners who made this research possible.
About Content Marketing Institute (CMI)
Content Marketing Institute is the leading global content marketing education and training organization, teaching enterprise brands how
to attract and retain customers through compelling, multichannel storytelling. CMI’s Content Marketing World event, the largest content
marketing-focused event, is held every September in Cleveland, Ohio, USA, and the Intelligent Content Conference event is held every spring.
CMI publishes the bi-monthly magazine Chief Content Officer, and provides strategic consulting and content marketing research for some of
the best-known brands in the world. Watch this video to learn more about CMI. To view all research and subscribe to our emails, visit
www.contentmarketinginstitute.com.
Content Marketing Institute is organized by UBM plc. UBM is the largest pure-play B2B Events organizer in the world. Our 3,750+ people, based
in more than 20 countries, serve more than 50 different sectors. Our deep knowledge and passion for these sectors allow us to create valuable
experiences which enable our customers to succeed. Please visit www.ubm.com for the latest news and information about UBM.
About MarketingProfs
MarketingProfs offers real-world education for modern marketers. More than 600,000 marketing professionals worldwide rely on our free
daily publications, virtual conferences, MarketingProfs University, and more to stay up to date on the most important trends and tactics in
marketing—and how to apply them to their businesses. Visit MarketingProfs.com for more information.

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2018 B2C Content Marketing Benchmarks, Budgets, and Trends - North America

  • 1. 2018 Benchmarks, Budgets, and Trends—North America CONTENT MARKETING
  • 2. Welcome This Year’s B2C Content Marketing Top Performers At-A-Glance Usage & Team Organization Commitment & Overall Success Content Marketing Strategy & Technologies Content Creation & Distribution Goals & Metrics Budgets & Spending Methodology & Demographics About 3 4 5 10 16 19 34 37 38 29 2 TABLE OF CONTENTS
  • 3. WELCOME Greetings Marketers, Welcome to B2C Content Marketing Benchmarks, Budgets, and Trends—North America. This is the companion report to the B2B research we released in September 2017. The data presented in both reports was generated from our eighth annual content marketing survey. One of our key observations this year is that while B2C marketers reported slightly higher levels of overall content marketing success compared with last year, there was a decrease among those who agreed their organization has realistic expectations about what content marketing can achieve. A documented content marketing strategy can help, as it sets expectations for what teams should prioritize; yet, only 38% of B2C marketers reported having one. Our annual research has consistently shown that those who document their content marketing strategy get better results than those who don’t. Another important key to success is an efficient workflow process (page 4 shows how top-performing B2C marketers rate their project management flow and other distinguishing characteristics that set them apart from their peers). We hope these research findings will be helpful as you consider which content marketing priorities to focus on in the year ahead. Yours in content, Lisa Murton Beets Research Director Content Marketing Institute 3 Ann Handley Chief Content Officer MarketingProfs
  • 4. 4 COMPARISON CHART Most Successful All Respondents Least Successful Organization is extremely/very committed to content marketing 93% 60% 23% Organization’s content marketing is sophisticated/mature 72% 36% 8% Has a documented content marketing strategy 59% 38% 18% Percentage of total marketing budget spent on content marketing (average) 26% 22% 18% Expects organization to increase content marketing budget in the next 12 months 35% 37% 45% Ratesprojectmanagementflowduringcontent-creationprocessasexcellent/verygood 56% 36% 11% Always/frequently delivers content consistently 82% 60% 16% Agrees that organization has realistic expectations about what content marketing can achieve 82% 55% 40% Agrees that leadership team gives ample time to produce content marketing results 80% 56% 36% Always/frequently focuses on creating content for audience versus brand 84% 68% 43% Always/frequently prioritizes delivering content quality over content quantity 87% 70% 46% This Year’s B2C Content Marketing Top Performers At-A-Glance 2018 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Chart term definitions: A top performer (aka “most successful”) is one who characterizes his or her organization’s overall content marketing approach as extremely or very successful. The “least successful” characterize their organization’s approach as minimally or not at all successful. Base: B2C content marketers.
  • 5. 5 USAGE & TEAM ORGANIZATION B2C CONTENT MARKETING When compared with all respondents, enterprise marketers (1,000+ employees) were more likely to report their organization has a centralized content marketing group (40% vs. 23%). Thirty-six percent of respondents said their organizations are in the sophisticated/mature phase of content marketing; 28% are in the adolescent phase; and 36% are in the young/first steps phase. Approximately half (49%) of B2C marketers surveyed outsource content creation activities (e.g., writing, design, video production).
  • 6. 6 USAGE & TEAM ORGANIZATION 2018 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Does your organization use content marketing? Content marketing is defined as “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.” Base = All B2C respondents. Yes No Percentage of B2C Respondents Who Use Content Marketing 86% 14%
  • 7. 7 USAGE & TEAM ORGANIZATION 2018 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs How would you describe your organization’s content marketing maturity level? HowB2CMarketersAssessTheirOrganization’sContentMarketingMaturityLevel SOPHISTICATED MATURE ADOLESCENT YOUNG FIRST STEPS 7% 29% 28% 26% 10%Providing accurate measurement to the business, scaling across the organization Finding success, yet challenged with integration across the organization Have developed a business case, seeing early success, becoming more sophisticated with measurement and scaling Growing pains, challenged with creating a cohesive strategy and a measurement plan Doing some aspects of content, but have not yet begun to make content marketing a process Base: B2C content marketers; aided list.
  • 8. 8 USAGE & TEAM ORGANIZATION 2018 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs How is content marketing structured within your organization? Base: B2C content marketers; aided list. B2C Content Marketing Organizational Structure 23% 10% 11% 55% Centralized content marketing group that works with multiple brands/product lines throughout the organization Each brand/product/department has its own content marketing team Both: a centralized group as well as individual teams throughout the organization Small (or one-person) marketing/content marketing team serves the entire organization
  • 9. 9 USAGE & TEAM ORGANIZATION 2018 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs What content marketing activities does your organization outsource? Content Marketing Activities B2C Marketers Outsource 49% 26% 17% 10% 4% Content Creation (e.g., writers, designers, video production) Do not outsource any content marketing activities Content Promotion/Distribution Content Marketing Measurement Content Marketing Strategy Other 38% Note: More than three out of five (62%) of respondents outsource at least one of the content marketing activities listed. Base: B2C content marketers. Aided list; multiple responses permitted. SPONSORED BY
  • 10. 10 COMMITMENT & OVERALL SUCCESS B2C CONTENT MARKETING Like last year, 60% of B2C marketers said their organizations are extremely/very committed to content marketing. When compared with last year, a higher percentage of B2C marketers reported their organization’s overall content marketing approach is extremely/very successful (28% vs. 25%) or moderately successful (50% vs. 45%). The percentage reporting minimal success decreased (19% vs. 27% last year). The percentage of B2C marketers that agreed their organization has realistic expectations about what content marketing can achieve decreased from 69% last year to 55% this year.
  • 11. 11 COMMITMENT & OVERALL SUCCESS 2018 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs How would you describe your organization’s commitment level to content marketing? Base: B2C content marketers; aided list. 42% 8% 1% 31% 18% B2C Organizations’ Commitment to Content Marketing Extremely Committed Very Committed Somewhat Committed Not Very Committed Not At All Committed
  • 12. 12 2018 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs COMMITMENT & OVERALL SUCCESS How would you characterize the success of your organization’s current overall content marketing approach? Base = B2C content marketers; aided list. Note: The survey defined success as achieving your organization’s desired/ targeted results. This report defines the Top 2 respondents (extremely/very) as “most successful” or “top performers,” and the Bottom 2 (minimally/not at all) as “least successful.” 50% 19% 3% 23% 5% How B2C Marketers Rate the Success of Their Organizations’ Overall Content Marketing Approach Extremely Successful Very Successful Moderately Successful Minimally Successful Not At All Successful
  • 13. 13 2018 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs COMMITMENT & OVERALL SUCCESS How does the success of your organization’s current overall content marketing approach compare with one year ago? Base: B2C content marketers; aided list. How B2C Marketers Rate Their Organization’s Content Marketing Success Compared With One Year Ago 23% 43% 25% 5% 0% 5% Much More Successful Somewhat More Successful About the Same as One Year Ago Somewhat Less Successful Much Less Successful Does Not Apply (program less than one year old)
  • 14. 14 2018 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs COMMITMENT & OVERALL SUCCESS To what factors do you attribute your organization’s increase in overall success with content marketing? Base:B2Ccontentmarketerswhosaidtheirorganization’soverallcontentmarketing approachismuchmoreorsomewhatmoresuccessfulcomparedwithoneyearago. Other factors cited: Content Marketing Technologies/Tools (28%); More Budget for Content Marketing (25%); We Have Given Our Efforts Time to Bear Fruit and Are Now Getting Results (24%); Content Marketing Training/Education (21%); Changes in Our Target Audience(s) (12%); Assistance of Outside Expertise (10%); and Other (5%). Note: Due to the low number of B2C respondents who said their organization’s content marketing success had decreased compared with one year ago, this report does not include a chart showing factors contributing to decreased success. Factors Contributing to B2C Marketers’ Increased Content Marketing Success Over the Last Year 75% 72% 53% 46% Content Creation (higher quality, more efficient) Strategy (development or adjustment) Content Distribution (better targeting, identification of what works) Content Marketing Has Become a Greater Priority Spending More Time on Content Marketing Management/HR (organizational changes, staffing, new content marketing roles) Content Measurement (growing in ability to show results) 47% 39% 39%
  • 15. 15 OPINIONS ABOUT CONTENT MARKETING 2018 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Indicate your level of agreement with the following statements concerning content marketing in your organization. Base: B2C content marketers; aided list. B2C Marketers’ Opinions About Content Marketing 85% 9% 6% 79% 13% 8% 56% 25% 19% 14% 22%23% 33% 55% 53% 51% 27% 22% 20% 32% 48% Our organization is focused on building audiences (building one or more subscriber bases) Our organization values creativity and craft in content creation and production Our leadership team gives us ample time to produce content marketing results Our organization has realistic expectations about what content marketing can achieve We are discontinuing specific content marketing activities that we’ve found to be ineffective, so we can concentrate on those that yield the best results Over the last year, it has become increasingly difficult to capture our audience’s attention We are creating less content than one year ago, but that content is driving greater results ■ Agree ■ Neither Agree Nor Disagree ■ Disagree
  • 16. 16 B2C CONTENT MARKETING The percentage of respondents that reported their organization has a documented content marketing strategy is nearly the same as last year (38% vs. 40%). Respondents said their organizations use an average of four digital technologies specifically for managing content marketing efforts. The two types of technology with the highest reported use are analytics tools (85%) and email-focused marketing technology (78%). CONTENT MARKETING STRATEGY & TECHNOLOGIES
  • 17. 17 CONTENT MARKETING STRATEGY & TECHNOLOGIES 2018 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Does your organization have a content marketing strategy? Base: B2C content marketers; aided list. 36% 6% 38% 20% Percentage of B2C Marketers Who Have a Content Marketing Strategy Yes, and it is documented No, with no plans to have one within 12 months Yes, but it is not documented No, but plan to have one within 12 months
  • 18. 18 2018 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Which types of digital technologies does your organization use specifically for managing its content marketing efforts? Base: B2C content marketers. Aided list; multiple responses permitted. Other technologies used: Video Tools/Platforms (19%); Content Collaboration/ Workflow Software (17%); Content Promotion/ Distribution Software (17%); Webinar/Online Presentation Platforms (17%); Content Planning/Creation Software (13%); Digital Asset Management (DAM) System/ File Storage (12%); Content Optimization Software (5%); and Other (7%). Technologies B2C Marketers Use to Manage Content Marketing Efforts (Top 4) 85% Content Management System Email Marketing Technology (email-focused) Analytics Tools 78% 59% 35%Marketing Automation Software (automation-focused) AVERAGE NUMBER USED: Most Successful.................. 4 All Respondents................. 4 Least Successful................. 3 CONTENT MARKETING STRATEGY & TECHNOLOGIES
  • 19. 19 CONTENTCREATION &DISTRIBUTION B2C CONTENT MARKETING When asked how well content-creation projects flow within their organizations, 36% of respondents rated the flow as excellent/very good; 38% rated it as good; and 26% rated it as fair/poor. Among the content types, distribution formats, and social media platforms that respondents use, they rated social media posts, email, and Facebook as most effective in helping their organizations achieve specific objectives. 86% of respondents said they use email for content marketing purposes; automated confirmation emails (e.g., a welcome email) is the type of email they use most often (58%).
  • 20. 20 CONTENT CREATION & DISTRIBUTION 2018 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs How often do you take the following concepts into account while creating content for your organization? Base: B2C content marketers; aided list. How Often B2C Marketers Consider Various Concepts While Creating Content 90% 79% 72% 70% 68% 68% 60% 47% 36% 17% 27% 13% 26% 6% 28% 4% 26% 4% 17% 23% 5% 4% 10% Ensure that our content is fact-based and/or credible Consider how our content impacts the overall experience a person has with our organization Prioritize delivering content quality over content quantity Focus on creating content for our audience versus our brand Differentiate our content from our competition’s content Prioritize providing the right content to the right person at the right time Deliver content consistently (e.g., on a defined, regularly scheduled basis) Craft content based on specific points of the buyer’s journey ■ Always/Frequently ■ Sometimes ■ Rarely/Never
  • 21. 21 USAGE & TEAM ORGANIZATION 2018 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs 21 CONTENT CREATION & DISTRIBUTION 2018 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs How would you rate the project management flow during the content creation process (from concept through completion) within your organization? Base: B2C content marketers; aided list. How B2C Marketers Rate the Project Management Flow During the Content Creation Process EXCELLENT VERYGOOD GOOD FAIR POOR 6% 7%30% 38% 19% Thevast majorityofour projects move alongefficiently Most of our projects move along efficiently Some of our projects move along efficiently, but we face bottlenecks Most of our projects are held up by bottlenecks Many of our projects move along efficiently
  • 22. 22 2018 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs CONTENT CREATION & DISTRIBUTION Which types of content does your organization use for content marketing purposes? Base: B2C content marketers. Aided list; multiple responses permitted. Other types of content used: Case Studies (30%); Videos (live- streaming) (22%); Research Reports (20%); Mobile Apps (17%); Podcasts (13%); Film/TV (e.g., documentaries, short films) (8%); Virtual Reality/Augmented Reality (VR/AR) Experiences (4%); and Other (8%). Types of Content B2C Marketers Use for Content Marketing Purposes (Top 6) 96% Illustrations/Photos Infographics Videos (pre-produced) Social Media Posts – excluding videos (e.g., tweets, pins) 76% 67% 59% 38% 35%Ebooks/White Papers Interactive Tools (e.g., quizzes, assessments, calculators) AVERAGE NUMBER USED: Most Successful.................. 6 All Respondents................. 5 Least Successful................. 4
  • 23. 23 CONTENT CREATION & DISTRIBUTION 2018 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Of the content marketing types you use, which three are the most effective at helping your organization achieve specific objectives? Base: B2C content marketers who use the types listed. Maximum of three responses permitted. Results shown based on response frequencies. Top 3 Most Effective Types of Content B2C Marketers Use for Content Marketing Purposes ALL RESPONDENTS MOST SUCCESSFUL LEAST SUCCESSFUL Videos (pre-produced) Illustrations/Photos Social Media Posts – excluding videos (e.g., tweets, pins) Videos (pre-produced) Illustrations/Photos Illustrations/Photos Infographics Social Media Posts – excluding videos (e.g., tweets, pins) Social Media Posts – excluding videos (e.g., tweets, pins) 71% 59% 68% 29% 24% 43% 37% 45% 29%
  • 24. 24 CONTENT CREATION & DISTRIBUTION 2018 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Base: B2C content marketers. Aided list; multiple responses permitted. Which formats does your organization use to distribute content for content marketing purposes? Other formats used: Separate Content Hubs (e.g., microsites, resource centers) (27%); Webinars/Webcasts/ Virtual Events (19%); Online Presentations (17%); Print Magazines (17%); Digital Magazines (12%); and Other (3%). Formats B2C Marketers Use to Distribute Content for Content Marketing Purposes (Top 5) 89% In-Person Events Print (other than magazines) Blogs Social Media Platforms (e.g., LinkedIn, Twitter) Email (e.g., newsletters, welcome emails) 86% 70% 34% 42% AVERAGE NUMBER USED: Most Successful.................. 4 All Respondents................. 4 Least Successful................. 3
  • 25. 25 CONTENT CREATION & DISTRIBUTION 2018 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Of the formats you use to distribute content, which three are the most effective at helping your organization achieve specific objectives? Base: B2C content marketers who use the formats listed. Maximum of three responses permitted. Results shown based on response frequencies. Top 3 Most Effective Formats B2C Marketers Use to Distribute Content for Content Marketing Purposes ALL RESPONDENTS MOST SUCCESSFUL LEAST SUCCESSFUL Email (e.g., newsletters, welcome emails) Blogs Social Media Platforms (e.g., LinkedIn, Twitter) Email (e.g., newsletters, welcome emails) Blogs Social Media Platforms (e.g., LinkedIn, Twitter) Email (e.g., newsletters, welcome emails) Social Media Platforms (e.g., LinkedIn, Twitter) Blogs 72% 74% 68% 45% 37% 50% 50% In-Person Events 35% 61% 47%
  • 26. 26 CONTENT CREATION & DISTRIBUTION 2018 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Which social media platforms does your organization use as part of its content marketing efforts? Base: B2C content marketers who use social media platforms to distribute content. Aided list; multiple responses permitted. Social Media Platforms B2C Marketers Use for Content Marketing Purposes (Top 6) 97%Facebook Twitter LinkedIn YouTube Instagram Pinterest 84% 69% 63% 43% 66% Other social media platforms used: Google+ (37%); Snapchat (11%); SlideShare (8%); Medium (5%); and Other (8%). AVERAGE NUMBER USED: Most Successful.................. 6 All Respondents................. 5 Least Successful................. 4
  • 27. 27 CONTENT CREATION & DISTRIBUTION 2018 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Of the social media platforms you use, which three are the most effective at helping your organization achieve specific objectives? Base: B2C content marketers who use the social media platforms listed. Maximum of three responses permitted. Results shown based on response frequencies. Top 3 Most Effective Social Media Platforms B2C Marketers Use for Content Marketing Purposes ALL RESPONDENTS MOST SUCCESSFUL LEAST SUCCESSFUL YouTube Twitter Facebook Facebook Twitter Instagram LinkedIn Facebook Twitter 88% 90% 74% 29% 26% 49% 33% YouTube 33% 37% 29%
  • 28. 28 CONTENT CREATION & DISTRIBUTION 2018 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Which types of email does your organization use as part of its content marketing efforts? Base: B2C content marketers who use email to distribute content for content marketing purposes. Aided list; multiple responses permitted. 58% 55% 52% 48% 45% 36% 36% Types of Email B2C Marketers Use for Content Marketing Purposes (Top 7) Lead Nurturing Automated Confirmation Emails (e.g., a welcome email) Ad hoc Newsletters (i.e., no set schedule) Drip Campaigns (e.g., welcome series) Promotional Emails Event Emails Monthly Newsletters Other types of email used: Bi-weekly Newsletters (every other week) (20%); Weekly Newsletters (17%); Partnership Emails (15%); Daily Newsletters (3%); and Other (4%).
  • 29. 29 GOALS&METRICS B2C CONTENT MARKETING More than half of respondents (53%) said their organization does an excellent, very good, or good job in terms of aligning metrics with content marketing goals; however, another 31% rated their organization as doing a fair or poor job. Respondents who do not measure content marketing ROI (34%) cited the top reason, by far, as “we need an easier way to do this” (45%). Nearly 80% of respondents reported they can demonstrate, with metrics, how content marketing has increased audience engagement.
  • 30. 30 GOALS & METRICS 2018 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs What type of job does your organization do in terms of aligning metrics with content marketing goals (i.e., are you measuring the “right things”)? Base: B2C content marketers; aided list. How B2C Marketers Rate Alignment of Their Metrics and Content Marketing Goals EXCELLENT VERYGOOD GOOD FAIR POOR 6% 9%14% 33% 22% TOOSOONTOTELL DON’TUSE CONTENT MARKETINGMETRICS UNSURE 5%8% 3%
  • 31. 31 GOALS & METRICS 2018 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Does your organization measure the return on investment (ROI) of its content marketing efforts? 34% 43% 23% Percentage of B2C Marketers Who Measure Content Marketing ROI Unsure No Yes Base: B2C content marketers; aided list.
  • 32. 32 GOALS & METRICS 2018 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Why doesn’t your organization measure the return on investment (ROI) of its content marketing efforts? Base: B2C content marketers whose organizations do not measure content marketing ROI. Aided list; multiple responses permitted. 45% 34% 26% 25% 21% 4% Why B2C Marketers Don’t Measure Content Marketing ROI We need an easier way to do this No formal justification required We don’t know how to do this Too time-consuming Other Unsure
  • 33. 33 GOALS & METRICS 2018 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Indicate your level of agreement with each statement concerning the content marketing metrics used in your organization. Base: B2C content marketers who use metrics to determine content marketing results. Aided list. B2C Marketers’ Metrics Agreement Statements 79% 12% 9% 65% 21% 14% 58% 25% 17% 34% 36% 30% I/my team can demonstrate how content marketing has… Increased audience engagement Increased our number of leads Increased our organization’s sales Decreased our cost of customer acquisition ■ Agree ■ Neither Agree Nor Disagree ■ Disagree
  • 34. 34 BUDGETS&SPENDING B2C CONTENT MARKETING Last year, B2C top performers reported their organizations spent, on average, 38% of their total marketing budget on content marketing vs. 26% this year. 37% of all respondents said they expect their organization’s content marketing budget to increase in the next 12 months. When broken out by overall content marketing success rates, the least successful respondents were most likely to indicate they will increase their content marketing budget in the next 12 months (45%).
  • 35. 35 BUDGETS & SPENDING 2018 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Approximately what percentage of your organization’s total marketing budget (not including staff) is spent on content marketing? Base: B2C content marketers; aided list. Percentage of Total Marketing Budget Spent on B2C Content Marketing 2% 2% 5% 10% 17% 27% 32% 5% 100% 75-99% 50-74% 25-49% 10-24% 1-9% 0% Unsure AVERAGE SPENT: Most Successful.............26% All Respondents............22% Least Successful............18%
  • 36. 36 BUDGETS & SPENDING 2018 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs How do you expect your organization’s content marketing budget to change in the next 12 months? Base: B2C content marketers; aided list. 46% 4% 14% 37% B2C Content Marketing Spending (Over Next 12 Months) Increase Remain the Same Decrease Unsure
  • 37. 37 METHODOLOGY/DEMOGRAPHICS 2018 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs B2C Content Marketing: 2018 Benchmarks, Budgets, and Trends—North America was produced by Content Marketing Institute and MarketingProfs. The eighth annual content marketing survey, from which the results of this report were generated, was mailed electronically to a sample of marketers using lists from Content Marketing Institute, MarketingProfs, The Association for Data-driven Marketing & Advertising (ADMA), WTWH Media, and Technology for Marketing (TFM). A total of 2,190 recipients from around the globe—representing a full range of industries, functional areas, and company sizes—responded to the survey during June and July 2017. This report presents the findings from the 195 respondents who indicated their organization is for-profit in North America, primarily selling products/services to consumers (B2C) or to both businesses and consumers (B2B and B2C), with the percentage of B2C business exceeding 50%. Note: The B2C content marketers referred to in the base lines and bullet points in this report are respondents who indicated their organization uses content marketing. B2C Industry Classification Size of B2C Company (by Employees) B2C Organization 2016 Total Annual Revenue B2C Job Title/ Function 22% 25% 28% ■ Small (10-99 Employees) ■ Micro(Fewerthan10Employees) ■ Midsize (100-999 Employees) ■ Large (1,000+ Employees) ■ Retail/E-Commerce ■ Agency (Advertising, Digital Marketing, Content Marketing, PR, Marcom) ■ Education ■ Financial Services ■ Insurance ■ Professional Services ■ Travel/Tourism/Hospitality ■ Other 7% 2% 7% ■ Marketing/Advertising/ Communications/PR Management ■ Content Creation/Management ■ Corporate Management (Owner/President, CEO, CMO) ■ Marketing – Staff/Support ■ General Management (GM, VP) ■ Consultant ■ Other ■ More than $1 Billion ■ $500,000,001 - $1 Billion ■ $100,000,001 - $500,000,000 ■ $50,000,001 - $100,000,000 ■ $10,000,001 - $50,000,000 ■ $1,000,000 - $10,000,000 ■ Less than $1,000,000 ■ Unsure 25% 44% 18% 14% 8% 13% 12% 4% 12% 15% 21% 20% 3%14% 9% 8% 8% 8% 8%5% 40%
  • 38. 38 ABOUT Content Marketing Institute and MarketingProfs thank all the survey respondents and survey distribution partners who made this research possible. About Content Marketing Institute (CMI) Content Marketing Institute is the leading global content marketing education and training organization, teaching enterprise brands how to attract and retain customers through compelling, multichannel storytelling. CMI’s Content Marketing World event, the largest content marketing-focused event, is held every September in Cleveland, Ohio, USA, and the Intelligent Content Conference event is held every spring. CMI publishes the bi-monthly magazine Chief Content Officer, and provides strategic consulting and content marketing research for some of the best-known brands in the world. Watch this video to learn more about CMI. To view all research and subscribe to our emails, visit www.contentmarketinginstitute.com. Content Marketing Institute is organized by UBM plc. UBM is the largest pure-play B2B Events organizer in the world. Our 3,750+ people, based in more than 20 countries, serve more than 50 different sectors. Our deep knowledge and passion for these sectors allow us to create valuable experiences which enable our customers to succeed. Please visit www.ubm.com for the latest news and information about UBM. About MarketingProfs MarketingProfs offers real-world education for modern marketers. More than 600,000 marketing professionals worldwide rely on our free daily publications, virtual conferences, MarketingProfs University, and more to stay up to date on the most important trends and tactics in marketing—and how to apply them to their businesses. Visit MarketingProfs.com for more information.