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B2C Content Marketing 2019 - Benchmarks, Budgets, and Trends

Content Marketing Institute
Content Marketing Institute
Content Marketing InstituteVice President of Marketing, Content Marketing Institute | Social Media | Digital Marketing | Marketing Strategy

Welcome to B2C Content Marketing 2019—Benchmarks, Budgets, and Trends. This report presents the results from the B2C marketers who took our ninth annual content marketing survey. Our research has consistently shown that creating brand awareness is a top goal for B2C content marketing. However, many of this year’s survey respondents also reported strong concern for using content to solidify existing relationships (see page 13). Content that can be effective at building loyalty takes many shapes and forms today, for example: - Videos and social media stories that entertain - In-person events that create a sense of community and belonging - Podcasts that inspire - Live or virtual experiences that evoke emotion - Articles, guides, newsletters, etc., that provide information Obviously, the list goes on. The point is, that while driving people to content is critical, giving them reasons to keep coming back will grow long-term success!

B2C Content Marketing 2019 - Benchmarks, Budgets, and Trends

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Benchmarks, Budgets, and Trends
B2CCONTENT MARKETING 2019
2
m WELCOME................................................................................................................................................................................................3
m KEY FINDINGS..........................................................................................................................................................................................4
m OVERALL SUCCESS..................................................................................................................................................................................7
m MATURITY................................................................................................................................................................................................8
m COMMITMENT..........................................................................................................................................................................................9
m STRATEGY & OPINIONS.......................................................................................................................................................................... 10
m TECHNOLOGY USE & PROFICIENCY....................................................................................................................................................... 14
m AUDIENCE RESEARCH & NURTURING.................................................................................................................................................... 18
m CONTENT CREATION & DISTRIBUTION.................................................................................................................................................. 22
m BUDGETS & SPENDING.......................................................................................................................................................................... 30
m GOALS & METRICS.................................................................................................................................................................................. 33
m CONTENT MARKETING ISSUES OF IMPORTANCE................................................................................................................................... 37
m METHODOLOGY..................................................................................................................................................................................... 39
m ABOUT .................................................................................................................................................................................................. 40
TABLE OF CONTENTS
SURVEY TERM DEFINITIONS
Content Marketing: 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.
Success: Success is defined as achieving your organization’s desired/targeted results.
3
Welcome to B2C Content Marketing 2019—Benchmarks, Budgets, and Trends. This
report presents the results from the B2C marketers who took our ninth annual
content marketing survey.
Our research has consistently shown that creating brand awareness is a top goal for
B2C content marketing. However, many of this year’s survey respondents also reported
strong concern for using content to solidify existing relationships (see page 13).
Content that can be effective at building loyalty takes many shapes and forms today,
for example:
• Videos and social media stories that entertain
• In-person events that create a sense of community and belonging
• Podcasts that inspire
• Live or virtual experiences that evoke emotion
• Articles, guides, newsletters, etc., that provide information
Obviously, the list goes on. The point is, that while driving people to content is critical,
giving them reasons to keep coming back will grow long-term success!
LISA
MURTON BEETS
Research Director
Content Marketing Institute
WELCOME
ANN
HANDLEY
Partner/CCO
MarketingProfs
KEY FINDINGS
B2C content
marketing budgets
are on this rise
Fifty-seven percent of B2C
marketers surveyed expect
their content marketing
budget to increase in 2019
compared with 2018. Of
that group, 29% expect it to
increase by more than 9%.
If last year was
any indication,
B2C marketers will
increase spending
on content creation
in 2019
Among respondents
who increased content
marketing spending in the
last 12 months, 56% did
so in the area of content
creation, making it the top
area of increased spending.
Using content to
build customer
loyalty is top-of-
mind
Eighty-one percent of B2C
marketers surveyed agree
their organizations are
concerned with creating
content that builds loyalty
with existing clients/
customers. Of that group,
52% agreed “strongly” and
29% agreed “somewhat.”
A strong
commitment to
content marketing
shows in overall
results
B2C marketers who say
their organizations are
extremely/very committed
to content marketing report
a higher level of overall
content marketing success
than their less committed
peers; they’re also more
likely to report they’ve
used content marketing
successfully to reach goals
such as educating the
audience and building
customer loyalty.
Sponsored content
on social media
is the top method
of paid content
distribution
Social media tops the list of
paid methods B2C marketers
use to distribute content. Of
the 68% of respondents who
use paid methods, three out
of four (77%) use sponsored
content on social media.
4
5
Most Committed All Respondents Least Committed
Overall approach to content marketing is extremely/very successful 40% 28% 8%
Strongly agrees there is content marketing buy-in from the highest levels in
their organization	
49% 37% 16%
Has a documented content marketing strategy 39% 33% 22%
Measures content marketing ROI 58% 57% 55%
Is extremely/very proficient with using the content marketing metrics their team
has selected
40% 32% 16%
Strongly agrees organization is concerned with creating content that builds
loyalty with existing clients/customers
63% 52% 34%
Somewhat agrees organization is concerned with creating content that builds
loyalty with existing clients/customers
21% 29% 45%
Has used content marketing successfully to build loyalty with existing customers in
last 12 months
68% 63% 51%
Uses educational content to nurture audience 73% 71% 67%
Has used content marketing successfully to educate audience in last 12 months 72% 65% 53%
Uses paid methods to distribute content for content marketing purposes 66% 68% 71%
KEY FINDINGS
Differences Between B2C Marketers by Organization’s Commitment to Content Marketing
Chart term definitions: The “most committed” respondents are those who describe their organization’s commitment level to content marketing as extremely or very committed. The “least committed” describe it as somewhat or not very
committed. None of the respondents said their organization was “not at all” committed.
Base: B2C content marketers.
B2C Content Marketing 2019: Benchmarks, Budgets, and Trends—Content Marketing Institute/MarketingProfs
6
SUCCESS, MATURITY
& COMMITMENT
Ad

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B2C Content Marketing 2019 - Benchmarks, Budgets, and Trends

  • 1. Benchmarks, Budgets, and Trends B2CCONTENT MARKETING 2019
  • 2. 2 m WELCOME................................................................................................................................................................................................3 m KEY FINDINGS..........................................................................................................................................................................................4 m OVERALL SUCCESS..................................................................................................................................................................................7 m MATURITY................................................................................................................................................................................................8 m COMMITMENT..........................................................................................................................................................................................9 m STRATEGY & OPINIONS.......................................................................................................................................................................... 10 m TECHNOLOGY USE & PROFICIENCY....................................................................................................................................................... 14 m AUDIENCE RESEARCH & NURTURING.................................................................................................................................................... 18 m CONTENT CREATION & DISTRIBUTION.................................................................................................................................................. 22 m BUDGETS & SPENDING.......................................................................................................................................................................... 30 m GOALS & METRICS.................................................................................................................................................................................. 33 m CONTENT MARKETING ISSUES OF IMPORTANCE................................................................................................................................... 37 m METHODOLOGY..................................................................................................................................................................................... 39 m ABOUT .................................................................................................................................................................................................. 40 TABLE OF CONTENTS SURVEY TERM DEFINITIONS Content Marketing: 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. Success: Success is defined as achieving your organization’s desired/targeted results.
  • 3. 3 Welcome to B2C Content Marketing 2019—Benchmarks, Budgets, and Trends. This report presents the results from the B2C marketers who took our ninth annual content marketing survey. Our research has consistently shown that creating brand awareness is a top goal for B2C content marketing. However, many of this year’s survey respondents also reported strong concern for using content to solidify existing relationships (see page 13). Content that can be effective at building loyalty takes many shapes and forms today, for example: • Videos and social media stories that entertain • In-person events that create a sense of community and belonging • Podcasts that inspire • Live or virtual experiences that evoke emotion • Articles, guides, newsletters, etc., that provide information Obviously, the list goes on. The point is, that while driving people to content is critical, giving them reasons to keep coming back will grow long-term success! LISA MURTON BEETS Research Director Content Marketing Institute WELCOME ANN HANDLEY Partner/CCO MarketingProfs
  • 4. KEY FINDINGS B2C content marketing budgets are on this rise Fifty-seven percent of B2C marketers surveyed expect their content marketing budget to increase in 2019 compared with 2018. Of that group, 29% expect it to increase by more than 9%. If last year was any indication, B2C marketers will increase spending on content creation in 2019 Among respondents who increased content marketing spending in the last 12 months, 56% did so in the area of content creation, making it the top area of increased spending. Using content to build customer loyalty is top-of- mind Eighty-one percent of B2C marketers surveyed agree their organizations are concerned with creating content that builds loyalty with existing clients/ customers. Of that group, 52% agreed “strongly” and 29% agreed “somewhat.” A strong commitment to content marketing shows in overall results B2C marketers who say their organizations are extremely/very committed to content marketing report a higher level of overall content marketing success than their less committed peers; they’re also more likely to report they’ve used content marketing successfully to reach goals such as educating the audience and building customer loyalty. Sponsored content on social media is the top method of paid content distribution Social media tops the list of paid methods B2C marketers use to distribute content. Of the 68% of respondents who use paid methods, three out of four (77%) use sponsored content on social media. 4
  • 5. 5 Most Committed All Respondents Least Committed Overall approach to content marketing is extremely/very successful 40% 28% 8% Strongly agrees there is content marketing buy-in from the highest levels in their organization 49% 37% 16% Has a documented content marketing strategy 39% 33% 22% Measures content marketing ROI 58% 57% 55% Is extremely/very proficient with using the content marketing metrics their team has selected 40% 32% 16% Strongly agrees organization is concerned with creating content that builds loyalty with existing clients/customers 63% 52% 34% Somewhat agrees organization is concerned with creating content that builds loyalty with existing clients/customers 21% 29% 45% Has used content marketing successfully to build loyalty with existing customers in last 12 months 68% 63% 51% Uses educational content to nurture audience 73% 71% 67% Has used content marketing successfully to educate audience in last 12 months 72% 65% 53% Uses paid methods to distribute content for content marketing purposes 66% 68% 71% KEY FINDINGS Differences Between B2C Marketers by Organization’s Commitment to Content Marketing Chart term definitions: The “most committed” respondents are those who describe their organization’s commitment level to content marketing as extremely or very committed. The “least committed” describe it as somewhat or not very committed. None of the respondents said their organization was “not at all” committed. Base: B2C content marketers. B2C Content Marketing 2019: Benchmarks, Budgets, and Trends—Content Marketing Institute/MarketingProfs
  • 7. 7 74% of B2C content marketers say their organization’s content marketing is much/somewhat more successful compared with one year ago. How B2C Marketers Rate Their Organization’s Overall Level of Content Marketing Success 1% 3% 54% 17% 25% ■ Extremely Successful ■ Very Successful ■ Moderately Successful ■ Minimally Successful ■ Not At All Successful How B2C Marketers Rate Their Organization’s Content Marketing Success Compared With One Year Ago 3% 0% 55% 23% 19% ■ Much More Successful ■ Somewhat More Successful ■ About the Same ■ Somewhat Less Successful ■ Much Less Successful Note: The survey defined success as achieving your organization’s desired/targeted results. Base: B2C content marketers; aided list. B2C Content Marketing 2019: Benchmarks, Budgets, and Trends—Content Marketing Institute/ MarketingProfs Base: B2C content marketers; aided list. B2C Content Marketing 2019: Benchmarks, Budgets, and Trends—Content Marketing Institute/ MarketingProfs SUCCESS, MATURITY & COMMITMENT
  • 8. 8 As an organization grows in content marketing maturity, its success is likely to increase. How B2C Marketers Rate Their Organization’s Content Marketing Maturity Level SOPHISTICATED MATURE ADOLESCENT YOUNG FIRST STEPS 11% 31% 26% 5% 27% SOPHISTICATED Providing accurate measurement to the business, scaling across the organization MATURE Finding success, yet challenged with integration across the organization ADOLESCENT Have developed a business case, seeing early success, becoming more sophisticated with measurement and scaling YOUNG Growing pains, challenged with creating a cohesive strategy and a measurement plan FIRST STEPS Doing some aspects of content, but have not yet begun to make content marketing a process Base: B2C content marketers; aided list. B2C Content Marketing 2019: Benchmarks, Budgets, and Trends—Content Marketing Institute/MarketingProfs SUCCESS, MATURITY & COMMITMENT
  • 9. 9 64% of B2C content marketers report their organization is extremely/very committed to content marketing. How B2C Marketers Rate Their Organization’s Commitment to Content Marketing EXTREMELY COMMITTED VERY COMMITTED SOMEWHAT COMMITTED NOT VERY COMMITTED NOT AT ALL COMMITTED 43% 31% 5% 0% 21% CMI/MarketingProfs’ annual research consistently shows that a strong commitment to content marketing often yields a higher level of overall success. Base: B2C content marketers; aided list. B2C Content Marketing 2019: Benchmarks, Budgets, and Trends—Content Marketing Institute/MarketingProfs SUCCESS, MATURITY & COMMITMENT
  • 11. 11 33% of B2C marketers surveyed have a documented content marketing strategy. Proportion of B2C Marketers With a Content Marketing Strategy YES, AND IT IS DOCUMENTED YES, BUT IT IS NOT DOCUMENTED NO, BUT PLAN TO WITHIN 12 MONTHS NO, WITH NO PLANS IN 2018 33% 22% 4% 41% A documented content marketing strategy is often a key indicator of content marketing success; however, only one out of three B2C marketers surveyed possess one. Base: B2C content marketers; aided list. B2C Content Marketing 2019: Benchmarks, Budgets, and Trends—Content Marketing Institute/MarketingProfs STRATEGY & OPINIONS
  • 12. 12 B2C marketers say the top benefit of a documented content marketing strategy is that it aligns the team around a common mission/goals. Base: B2C content marketers who have a documented content marketing strategy. Aided list; multiple responses permitted. B2C Content Marketing 2019: Benchmarks, Budgets, and Trends—Content Marketing Institute/MarketingProfs Benefits of a Documented B2C Content Marketing Strategy 77% 65% 65% 61% 56% 56% 53% 16% 4% 0 20 40 60 80 100 Aligns team around common mission/goals Keeps team focused on documented priorities Provides clarity on targeted audience(s) Yields more accurate budgetary information Other benefits Creates accountability Makes it easier to identify which metrics to focus on Makes it easier to determine which types of content to develop Helps team allocate resources to optimize desired results STRATEGY & OPINIONS
  • 13. 13 81% of B2C marketers agree their organization is concerned with creating content that builds loyalty with existing clients/customers. STRATEGY & OPINIONS Base: B2C content marketers who answered each statement. B2C Content Marketing 2019: Benchmarks, Budgets, and Trends—Content Marketing Institute/MarketingProfs 51% 30% 13% 6% 52% 29% 7% 10% 39% 40% 14% 5% 2% 37% 32% 15% 11% 5% 5%30% 39% 14% 12% 2% 0% 0 20 40 60 80 100 Our audience views our organization as a credible and trusted resource. Our organization values creativity and craft in content creation and production. There is content marketing buy-in from the highest levels in our organization. Our organization is concerned with creating content that builds loyalty with existing clients/customers. Our organization places importance on building relationships with influencers (e.g., brand advocates, journalists). B2C Marketers’ Opinions About Content Marketing in Their Organization ■ Strongly Agree ■ Somewhat Agree ■ Neither Agree Nor Disagree ■ Somewhat Disagree ■ Strongly Disagree
  • 15. 15 40% of B2C marketers describe their organization’s proficiency with the use of content marketing technology as intermediate; another 30% describe it as novice. B2C Marketers’ Proficiency With Use of Content Marketing Technology EXPERT ADVANCED INTERMEDIATE NOVICE BEGINNER UNSURE 9% 19% 8% 1% 40% 23% EXPERT Content marketing technology is integrated across the organization, experiencing the benefits ADVANCED Finding success, yet challenged with integrating content marketing technology across the organization INTERMEDIATE Becoming more consistent with the use of content marketing technology, seeing early success NOVICE Growing in use of content marketing technology, but not using it consistently BEGINNER Just started using one or more content marketing technologies Base: B2C content marketers whose organizations use one or more of the listed technologies presented on the survey; aided list. B2C Content Marketing 2019: Benchmarks, Budgets, and Trends—Content Marketing Institute/MarketingProfs TECHNOLOGY USE & PROFICIENCY
  • 16. 16 The top three technologies B2C marketers use to assist with managing their content marketing efforts are social media publishing/analytics, email marketing software, and analytics tools. Base: B2C content marketers whose organizations use one or more of the technologies listed. Aided list; multiple responses permitted. B2C Content Marketing 2019: Benchmarks, Budgets, and Trends—Content Marketing Institute/MarketingProfs Types of Technologies B2C Marketers Use to Assist With the Management of Content Marketing Efforts 85% 77% 71% 55% 45% 29% 27% 12% 12% 4% 52% 0 20 40 60 80 100 Social Media Publishing/Analytics Email Marketing Software Analytics Tools Content Creation/Optimization Content Management System (CMS) Workflow/Project Management/Editorial Calendaring Marketing Automation System Content Syndication/Promotional Tools Chatbots Integrated Content Marketing Platform (CMP) Artificial Intelligence (AI) TECHNOLOGY USE & PROFICIENCY
  • 17. 17 B2C marketers say the top benefit of using content marketing technology is that it provides better insight into how content is performing. Base: B2C content marketers whose organizations use one or more of the technologies listed. Aided list; multiple responses permitted. B2C Content Marketing 2019: Benchmarks, Budgets, and Trends—Content Marketing Institute/MarketingProfs Benefits B2C Marketers Derive from Using Content Marketing Technologies 68% 63% 36% 36% 35% 32% 31% 0 20 40 60 80 Better insight into how content is performing Easier content repurposing Enhanced customer experiences due to improved interactions More conversions Time savings 4%Other benefits Better insight into audience behavior/preferences Improved workflow TECHNOLOGY USE & PROFICIENCY
  • 19. 19 AUDIENCE RESEARCH & NURTURING Social media listening, website analytics, and keyword research are the top three techniques B2C content marketers use to research their audience(s). Techniques B2C Marketers Use to Research Their Target Audience for Content Marketing 70% 69% 64% 53% 49% 47% 40% 5% 1% 0 20 40 60 80 90 Social Media Listening Website Analytics Keyword Research Database Analysis Primary Research Sales Team Feedback Secondary Research Customer Conversations/Panels AI-powered Audience Analysis Other techniques 37% Base: B2C content marketers whose organizations research target audiences. Aided list; multiple responses permitted. B2C Content Marketing 2019: Benchmarks, Budgets, and Trends—Content Marketing Institute/MarketingProfs
  • 20. 20 AUDIENCE RESEARCH & NURTURING By January 2019, an estimated 77% of B2C marketers surveyed will be using personas. Base: B2C content marketers; aided list. B2C Content Marketing 2019: Benchmarks, Budgets, and Trends—Content Marketing Institute/MarketingProfs Proportion of B2C Marketers That Use Personas for Content Marketing Purposes ■ Yes ■ No, but plan to in 2018 ■ No, with no plans in 2018 51% 26% 23%
  • 21. 21 AUDIENCE RESEARCH & NURTURING B2C content marketers say they nurture their audiences primarily via email. Base: B2C content marketers whose organizations nurture their audience. Aided list; multiple responses permitted. B2C Content Marketing 2019: Benchmarks, Budgets, and Trends—Content Marketing Institute/MarketingProfs Content Marketing Methods B2C Marketers Use to Nurture Their Audience 80% 71% 55% 53% 52% 0 20 40 60 80 100 Email/Email Campaigns Educational Content Clear Calls-to-Action (CTAs) for Next Steps Offers/Incentives Storytelling/Relating to the Audience In-person Events Community Building/Audience Participation Membership Perks Predictive Technology Other Methods 40% 39% 19% 9% 1%
  • 23. 23 Half of B2C content marketers say their organization always/frequently uses storytelling in its content. Base: B2C content marketers who answered each concept; aided list. B2C Content Marketing 2019: Benchmarks, Budgets, and Trends—Content Marketing Institute/MarketingProfs Concepts B2C Marketers Take Into Account While Creating Content for Their Organization Prioritize the audience’s informational needs over our sales/promotional message Prioritize delivering the right content to the right audience(s) at optimal times Craft content based on specific points/stages of the buyer’s journey Use storytelling in our content Partner with others on content marketing initiatives to tap into their audience(s) to expand our reach Incorporate interactive features into our content ■ Always/Frequently ■ Sometimes ■ Rarely/Never 66% 26% 8% 62% 56% 52% 31% 27% 45% 28% 31% 38% 35% 13% 28% 16% 30% 8% CONTENT CREATION & DISTRIBUTION
  • 24. 24 CONTENT CREATION & DISTRIBUTION The majority of B2C content marketers increased their use of audio/visual content, written digital content, and images compared with one year ago. Base: B2C content marketers whose organizations use each type/format listed. B2C Content Marketing 2019: Benchmarks, Budgets, and Trends—Content Marketing Institute/MarketingProfs How B2C Marketers Have Changed Their Use of Content Types/Formats Compared With One Year Ago 69% 25% 6% 5% 7% 12% 22% 10% 31% 30% 51% 48% 63% 64% 63% 37% 30% 27% Audio/Visual Content (e.g., videos, livestreaming, webinars) Written Digital Content (e.g., articles, blogs, ebooks) Images (e.g., infographics, photos, charts, GIFs) In-Person Content (e.g., events, presentations, workshops) Audio-only Digital Content (e.g., podcasts, audiobooks) Written Print Content (e.g., magazines, books, brochures) ■ Increased ■ Remained the Same ■ Decreased
  • 25. 25 68% of B2C content marketers surveyed say they’ve used or developed social media stories in the last 12 months. Other types used or developed in last 12 months: Digital Out-of-Home (DOOH) Placement (16%); Games/ Gamification (e.g., contests, badges) (14%); Dedicated Livestreaming Channel(s) (10%); Experiential Content (e.g., VR/AR, immersive) (8%); None of the nine types/ formats listed (7%). Base: B2C content marketers. Aided list; multiple responses permitted. B2C Content Marketing 2019: Benchmarks, Budgets, and Trends—Content Marketing Institute/MarketingProfs B2C Content Marketers’ Use or Development of Select Types of Content in the Last 12 Months 68% 57% 52% 20% 0 20 40 60 80 Long-form Content (e.g., in-depth articles, guides) Social Media Stories Video Snippets 26% Film (e.g., documentaries, short films) Branded Apps CONTENT CREATION & DISTRIBUTION
  • 26. 26 CONTENT CREATION & DISTRIBUTION 69% of B2C marketers surveyed increased their use of social media for content marketing purposes compared with one year ago; only 5% reported a decrease. How B2C Marketers’ Use of Social Media for Content Marketing Has Changed Compared with One Year Ago 23% 3% 5% 69% ■ Increased ■ Remained the Same ■ Decreased ■ Unsure Base: B2C content marketers whose organizations have used social media for content marketing for at least one year. B2C Content Marketing 2019: Benchmarks, Budgets, and Trends—Content Marketing Institute/MarketingProfs Past CMI/MarketingProfs annual content marketing research has consistently identified Facebook, Twitter, LinkedIn, YouTube, and Instagram as the top social media platforms B2C content marketers use. Insteadofinquiringthisyear aboutspecificplatforms,we askedifissuessuchaschanges insocialmediaalgorithmsand dataprivacyhadledcontent marketerstodecreasetheiruse ofsocialmedia.Wefoundno signsofslowingdown,withonly 4%ofB2Cmarketersreportinga decreaseinuse.
  • 27. 27 CONTENT CREATION & DISTRIBUTION 68% of B2C content marketers surveyed use paid methods to distribute content. Proportion of B2C Marketers That Have Used Paid Methods to Distribute Content in the Last 12 Months ■ Yes ■ No ■ Unsure 68% 28% 4% Base:B2C content marketers. Aided list; multiple responses permitted. B2C Content Marketing 2019: Benchmarks, Budgets, and Trends—Content Marketing Institute/MarketingProfs Lastyear’sCMI/MarketingProfs annualcontentmarketing research(asreportedinthe2018 versionofthisreport)foundthat socialmediaplatforms,email, andblogswerethetopthree formatsB2Cmarketersusedto distributecontent. Thisyear,weaskedrespondents iftheyusepaidmethodsto distributecontent.Themajority saidyes.
  • 28. 28 CONTENT CREATION & DISTRIBUTION The top reason why B2C marketers use paid methods to distribute content is to attract a new audience. Base: B2C content marketers whose organizations have used paid methods to distribute content in the last 12 months. Aided list; multiple responses permitted. B2C Content Marketing 2019: Benchmarks, Budgets, and Trends—Content Marketing Institute/MarketingProfs Reasons Why B2C Marketers Use Paid Methods to Distribute Content 81% 71% 54% 49% 40% 27% 1% 0 20 40 60 80 100 Attract a new audience Reach a niche audience Launch a new product or service Give new life to old content Other reasons Generate traffic when organic search isn’t producing desired results Promote foundational content
  • 29. 29 CONTENT CREATION & DISTRIBUTION Sponsored content on social media is the top paid method respondents use to distribute content. Base: B2C content marketers whose organizations used paid methods in the last 12 months. Aided list; multiple responses permitted. B2C Content Marketing 2019: Benchmarks, Budgets, and Trends—Content Marketing Institute/MarketingProfs Types of Paid Content Distribution Methods B2C Marketers Use 77% 63% 46% 43% 33% 26% 20% 1% 0 20 40 60 80 Sponsored Content—on social media Banner Ads Promoting Your Content (e.g., ebook, webinar) Sponsored Content—on websites other than your own Other Native Advertising Content Recommendation Engines Search Engine Marketing (SEM)/ Pay-per-Click Partner Emails Promoting Your Content (e.g., ebook, webinar)
  • 31. 31 BUDGETS & SPENDING Note: 12% of respondents indicated their organization did not increase content marketing spending in the last 12 months. Base: B2C content marketers whose organizations increased spending in the last 12 months. Aided list; multiple responses permitted. Areas Where B2C Content Marketers Increased Spending in the Last 12 Months 56% 37% 34% 34% 23% 11% 0 20 40 60 Content Creation Paid Content Distribution Content Marketing Outsourcing Unsure Content Marketing Staff Content Marketing Technology B2C content marketers increased spending on content creation more so than other areas of content marketing in the last 12 months. The top three skills they’re looking for? © Marketing...............70% © Business/Strategy..... 39% © Journalism ............31% Base: Respondents who increased spending on content marketing staff.
  • 32. 32 BUDGETS & SPENDING Base: B2C content marketers; aided list. B2C Content Marketing 2019: Benchmarks, Budgets, and Trends—Content Marketing Institute/MarketingProfs 57% of B2C marketers expect their content marketing budget to increase in 2019. B2C Marketers’ Expected Change in 2019 Content Marketing Budget Compared With 2018 28% 29% 29% 3% 0% 11% ■ Increase 1% to 9% ■ Increase More than 9% ■ Stay the Same ■ Decrease 1% to 9% ■ Decrease More than 9% ■ Unsure
  • 34. 34 B2C marketers have used content marketing successfully over the last 12 months to create brand awareness, build credibility/trust, educate audience(s), build loyalty with existing customers, and more. Note: 1% said none of the above. Base: B2C content marketers. Aided list; multiple responses permitted. B2C Content Marketing 2019: Benchmarks, Budgets, and Trends—Content Marketing Institute/MarketingProfs Goals B2C Marketers Have Achieved by Using Content Marketing Successfully in Last 12 Months 79% 67% 65% 63% 57% 52% 45% 42% 40% 33% Create brand awareness Build credibility/trust Educate audience(s) Build loyalty with existing clients/customers Generate demand/leads Generate sales/revenue Build a subscribed audience Nurture subscribers/audience/leads Support the launch of a new product Drive attendance to one or more in-person events 0 20 40 60 80 100 GOALS & METRICS
  • 35. 35 GOALS & METRICS 57% of B2C content marketers report their organization measures content marketing ROI. Base: B2C content marketers. B2C Content Marketing 2019: Benchmarks, Budgets, and Trends—Content Marketing Institute/MarketingProfs Proportion of B2C Marketers That Measure Content Marketing ROI ■ Yes ■ No ■ Unsure 57%32% 11%
  • 36. 36 GOALS & METRICS 32% of B2C respondents say their teams are extremely/very proficient with using the metrics they’ve selected to monitor content marketing performance. There are many metrics and techniques available for measuring content marketing results. The key is to identify the metrics that will yield the most meaningful insights based on specific goals. This chart shows how proficient B2C content marketers say their teams are with using the metrics they’ve selected. Those reporting low proficiency may have a need for additional resources, or the metrics used may need to be reevaluated. Base: B2C content marketers whose organizations use metrics to measure content marketing performance; aided list. B2C Content Marketing 2019: Benchmarks, Budgets, and Trends—Content Marketing Institute/MarketingProfs How B2C Content Marketers Rate Their Proficiency With Using Selected Metrics 40% 26% 32% 2% ■ Extremely/Very Proficient ■ Somewhat Proficient ■ Not Very/Not At All Proficient ■ Unsure
  • 38. 38 ISSUES OF IMPORTANCE B2C marketers say changes to SEO/search algorithms is a top content marketing issue of importance to their organization. Base:B2Ccontentmarketers.Aidedlist;multipleresponsespermitted. B2CContentMarketing2019:Benchmarks,Budgets,andTrends—ContentMarketingInstitute/MarketingProfs Content Marketing Issues That Were Important to B2C Organizations in 2018 63% 59% 44% 30% 30% 24% 22% 19% 19% 4% 1% 0 20 40 60 80 Changes to SEO/search algorithms Changes to social media algorithms Content marketing as a revenue center Data privacy/regulations Staffing/human resources Public’s trust issues with media Preparing content for voice search AI technologies Content security (e.g., encryption, ID theft) Unsure Other
  • 39. 39 METHODOLOGY B2C Content Marketing 2019: Benchmarks, Budgets, and Trends was produced by Content Marketing Institute and MarketingProfs. The ninth annual CMI/MarketingProfs 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 UBM Technology Group. A total of 1,947 recipients from around the globe—representing a full range of industries, functional areas, and company sizes—replied to the survey during June and July 2018. This report presents the findings from the 299 respondents who indicated their organization is for-profit, primarily selling products/services to consumers (B2C) or to both businesses and consumers (B2B and B2C), with the percentage of B2C business exceeding 50%. Additional reports based on the annual survey are available at www.contentmarketinginstitute.com/research. Geographic Location of B2C Company Size of B2C Company (by Employees) B2C Content Marketing Job Title/Function B2C Industry Classification ■ Small (10-99 Employees) ■ Micro(Fewerthan10Employees) ■ Midsize (100-999 Employees) ■ Large (1,000+ Employees) ■ Marketing/Advertising/ Communications/PR Management ■ Content Creation/Management (Writer/Creative Director/Editor) ■ Corporate Management (CEO/Owner/President/CMO/CCO) ■ Marketing—Staff/Support/Administration) ■ General Management (GM, VP) ■ Other ■ Retail/Ecommerce ■ Education ■ Financial Services ■ Agency (Content Marketing, Advertising, Digital, PR) ■ Healthcare/Medical/Pharmaceuticals ■ Technology/IT/Software/Hardware ■ Travel/Tourism/Hospitality ■ Other ■ United States ■ Australia ■ India ■ Canada ■ United Kingdom ■ Other Locations 22% 24% 24% 36% 17% 18% 11% 8% 30% 12% 12% 12% 10% 7%7% 6% 10% 34% 59% 9% 19% 6% 5% 2% Note: This year’s methodology differs from prior years. This year, we qualified respondents based on whether their organization has been using content marketing for at least one year, and whether they are a content marketer, someone who is involved with the content marketing function, and/ or someone to whom content marketing reports.
  • 40. 40 ABOUT Thanks to all the survey participants and distribution partners and to everyone who helps disseminate these findings throughout the content marketing industry. About Content Marketing Institute 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 ContentTECH Summit event is held every spring. CMI publishes the quarterly 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. Content Marketing Institute is organized by UBM, which in June 2018 combined with Informa PLC to become a leading B2B information services group and the largest B2B Events organizer in the world. To learn more and for the latest news and information, visit www.ubm.com and www.informa.com. About MarketingProfs MarketingProfs is the most trusted name in marketing education, giving marketers worldwide the tools and training they need to exceed their goals. Its on-demand training, live online events, and in-person conferences help individuals, small teams, and large teams increase efficiency, productivity, and (best of all!) revenue. Find out how learning can change your life: marketingprofs.com.