SlideShare a Scribd company logo
1
2
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: Achieving your organization’s desired/
targeted results.
TABLE OF CONTENTS
m INTRODUCTION...........................................................................3
m KEY FINDINGS...............................................................................4
m STRATEGY, OPINIONS & OVERALL SUCCESS.............................5
m TEAM STRUCTURE & OUTSOURCING........................................9
m CONTENT CREATION & DISTRIBUTION...................................13
m METRICS & GOALS.....................................................................24
m BUDGETS & SPENDING.............................................................28
m LOOKING FORWARD..................................................................32
m ACTION STEPS – BY ROBERT ROSE..........................................36
m METHODOLOGY.........................................................................37
m ABOUT........................................................................................38
LISA MURTON BEETS
Research Director & Report Author, CMI
ANN HANDLEY
Chief Content Officer, MarketingProfs
STEPHANIE STAHL
General Manager, CMI
ROBERT ROSE
Chief Strategy Advisor, CMI
KIM MOUTSOS
VP Content, CMI
JOSEPH “JK” KALINOWSKI
Creative Director, CMI
AMIE CANGELOSI
Marketing Director, CMI
3
INTRODUCTION
Welcome to the B2C Content Marketing
Benchmarks, Budgets, and Trends: Insights
for 2022 report. This report looks back on the last 12
months and includes expectations for 2022.
Our research suggested that, due to work-from-home
requirements, content marketing piqued the interest
of many who were previously unaware of its power.
With more people than ever spending time online,
content marketing presented a prime opportunity for
businesses to get and stay in front of audiences. Some
B2C marketers discovered new audiences altogether.
Short articles and videos were big over the last 12
months with the B2C marketers we surveyed. In
addition, expect a lot of B2C investment in video in
2022: 72% forecast investment in this area. Paid media
came in a distant second.
“EXPECT A LOT OF B2C INVESTMENT
IN VIDEO IN 2022: 72% FORECAST
INVESTMENT IN THIS AREA. PAID
MEDIA CAME IN A DISTANT SECOND.”
Although most B2C marketers reported success with
content marketing in the last 12 months, there are still
challenges. Respondents said their top two content
marketing challenges were creating content that
appeals to multi-level roles within the target audience
(42%) and internal communication between teams/
silos (41%).
If B2C marketers can overcome these challenges,
they’ll improve their odds of achieving greater content
marketing success in 2022.
Here’s to a prosperous year!
3
4
KEY FINDINGS
Most B2C marketers are feeling successful
with content marketing.
More than one out of four (26%) B2C
respondents said their organization was
extremely or very successful in the last
12 months. Another 55% said they were
moderately successful. The top factor
contributing to that success was “the value
our content provides” (61%). See page 8.
B2C marketers were asked to do more
with the same resources in the last 12
months.
66% of respondents said they were asked
to do more with the same resources in the
last 12 months. Most (53%) have small teams
serving the entire organization. See pages 7
and 10.
80% of those who use paid distribution
use paid social media advertising.
Among the B2C marketers who used paid
content distribution channels, 43% said their
organization increased spending on paid
distribution in the last 12 months; 80% used
social media advertising/promoted posts.
See page 22.
61% expect their 2022 content marketing
budget to be higher than their 2021
budget.
61% of respondents who are familiar with
their company’s content marketing budget
expected their 2022 content marketing
budget to exceed their 2021 budget.
See page 30.
Content creation for multi-level roles
and internal communication are top
challenges.
Respondents said their top two content
marketing challenges were creating content
that appeals to multi-level roles within
the target audience (42%) and internal
communication between teams/silos (41%).
See page 33.
Video is the top predicted area of content
marketing investment for 2022.
The top three types of content created in
the last 12 months were short articles/posts
(83%), videos (61%), and infographics/charts
(51%). 72% expect their organization to invest
in video in 2022. See pages 16 and 35.
Changes to algorithms and data
management/analytics are top-of-mind
issues in 2021/2022.
Changes to SEO/search algorithms (64%),
changes to social media algorithms (53%),
and data management/analytics (48%) are
among top concerns for B2C marketers in
2021/2022. See page 34.
5
6
70% of B2C respondents reported that their organization has a content marketing strategy. Of those, 59% said their
strategy is moderately or slightly different now versus pre-pandemic.
Percentage of B2C Marketers
With a Content Marketing Strategy
39%
25%
5%
31%
■ Yes, and it is documented
■ Yes, but it is not documented
■ No, but plan to within 12 months
■ No, with no plans
Base: B2C content marketers.
B2C Content Marketing Benchmarks, Insights for 2022.
Content Marketing Institute/MarketingProfs, July 2021
Difference in B2C Content Marketing Strategy
Now Vs. Pre-Pandemic
5%
4%
2%
15%
31%
15%
28%
■ Extremely different
■ Very different
■ Moderately different
■ Slightly different
■ Not different at all
■ Unsure
■ We didn’t have a content
marketing strategy one year ago
Base: B2C content marketers whose organizations
have a content marketing strategy.
B2C Content Marketing Benchmarks, Insights for 2022.
Content Marketing Institute/MarketingProfs, July 2021
STRATEGY, OPINIONS & OVERALL SUCCESS
7
Over the last year, 66% of B2C marketers have been asked to do more with the same resources.
STRATEGY, OPINIONS & OVERALL SUCCESS
B2C Marketers’ Opinions About Content Marketing in Their Organizations
81%
68%
66%
43%
9%
11%
18%
27%
10%
21%
16%
30%
0 20 40 60 80 100
m Strongly/somewhat agree
m Neither agree nor disagree
m Somewhat/strongly disagree
Base: B2C content marketers who answered each statement.
B2C Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021
Our organization values creativity and
craft in content creation and production.
Over the last year, our content team has been
asked to do more with the same resources.
Our organization provides customers with a consistent
experience across their engagement journey.
Over the last year, it has become increasingly
difficult to capture our audience’s attention.
Base: B2C content marketers who answered each statement.
B2C Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021
8
26% of B2C respondents said their organization was extremely or very successful with content marketing in the last 12 months. The
top contributing factor was the value their content provides.
STRATEGY, OPINIONS & OVERALL SUCCESS
How B2C Marketers Rate Their
Organization’s Overall Level of
Content Marketing Success in Last 12 Months
16%
21%
5%
3%
55%
■ Extremely successful
■ Very successful
■ Moderately successful
■ Minimally successful
■ Not at all successful
Base: B2C content marketers.
B2C Content Marketing Benchmarks, Insights for 2022.
Content Marketing Institute/MarketingProfs, July 2021
Base: B2C content marketers who said their organizations were
extremely/very successful with content marketing.
B2C Content Marketing Benchmarks, Insights for 2022. Content Marketing
Institute/MarketingProfs, July 2021
Factors Contributing to B2C Content Marketing
Success in Last 12 Months
61%
57%
53%
44%
44%
38%
20%
0 20 40 60 80
The value our content provides
Website changes
Adapting to changes brought forth by pandemic
Changing buyer/consumer behaviors
Search rankings
Strategy changes
Changing our products/services
9
9
10
TEAM STRUCTURE & OUTSOURCING
Most B2C organizations have small (or one-person) marketing/content marketing teams serving the entire
organization (53%).
Base: B2C content marketers.
B2C Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021
B2C Organizations’
Content Marketing Team Structure
18%
24%
5%
53%
■ We have a centralized content marketing group that works
with multiple brands/products/departments throughout the organization.
■ Each brand/product/department has its own content marketing team.
■ Both of the above — We have a centralized group and individual teams
throughout the organization.
■ We have a small (or one-person) marketing/content marketing team
serving the entire organization.
11
TEAM STRUCTURE & OUTSOURCING
55% of B2C respondents said their organization has either one or no full-time employees dedicated to
content marketing.
Base: B2C content marketers.
B2C Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021
B2C Organizations’
Content Marketing Team Size
(Full-Time/Dedicated to Content Marketing)
31%
36%
4%
6%
24%
■ 11+
■ 6-10
■ 2-5
■ 1
■ 0 (no one is full time, dedicated)
12
TEAM STRUCTURE & OUTSOURCING
Half of B2C respondents said their organization outsources at least one content marketing activity. Their top two
challenges are budget issues (48%) and finding partners with adequate topical expertise (47%).
Top 5 Challenges When Seeking
Outsourced B2C Content Marketing Help
48%
47%
36%
32%
31%
0 10 20 30 40 50
Budget issues
Finding partners with adequate topical expertise
Finding partners who understand/can empathize with our audience
Lack of clear return on investment (ROI) metrics
Finding partners who can provide adequate strategic advice
Base: B2C content marketers who outsourced at least one content marketing activity. Aided list; up to five responses permitted.
B2C Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021
Does Your B2C Organization
Outsource Any Content Marketing Activities?
50% 50%
■ Yes
■ No
13
14
65% of B2C marketers always/frequently prioritize the audience’s informational needs over their organization’s sales/
promotional message. The remainder only do so sometimes, rarely, or never.
Concepts B2C Marketers Always/Frequently Take Into Account While
Creating Content for Their Organization
62%
65%
49%
30%
23%
29%
8%
12%
22%
0 20 40 60 80
m Always/frequently
m Sometimes
m Rarely/never
Prioritize the audience’s informational needs over your
organization’s sales/promotional message.
Differentiate your content from the competition.
Craft content based on specific stages
of the buyer’s journey.
Base: B2C content marketers who answered each statement.
B2C Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021
CONTENT CREATION & DISTRIBUTION
15
CONTENT CREATION & DISTRIBUTION
The top technologies B2C organizations use to assist with content marketing are social media publishing/analytics
(82%), analytics tools (78%), and content creation/calendaring/collaboration/workflow tools (74%).
Technologies B2C Organizations Use to
Assist With Content Marketing
82%
78%
74%
71%
45%
40%
0 20 40 60 80 90
Social media publishing/analytics
Analytics tools (e.g., web analytics, dashboards)
Content creation/calendaring/collaboration/workflow
Email marketing software
Content management system (CMS)
Customer relationship management (CRM) system
Base: B2C content marketers. Aided list; multiple responses permitted.
B2C Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021
16
CONTENT CREATION & DISTRIBUTION
Short articles/posts (83%) and videos (61%) are the top two content types that B2C marketers used in the last 12 months. Their use
of long-form articles increased to 42% from 22% last year.
Content Assets B2C Marketers Created/Used in Last 12 Months
83%
61%
51%
48%
42%
37%
33%
25%
23%
22%
20%
19%
4%
0 20 40 60 80 100
Short articles/posts (fewer than 3,000 words)
Videos
Infographics/charts/data viz/3D models
Virtual events/webinars/online courses
Long articles/posts (more than 3,000 words)
Case studies
E-books/white papers
In-person events
Podcasts
Livestreaming content
Research reports
Print magazines or books
None of the above
Base: B2C content marketers. Aided list; multiple responses permitted.
B2C Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021
17
CONTENT CREATION & DISTRIBUTION
B2C marketers said short articles/posts produced the best results for their content marketing in the last 12 months (60%).
B2C Content Assets That Produced the Best Results in Last 12 Months
(Top 3)
60%
53%
51%
0 10 20 40 50 60
Short articles/posts (fewer than 3,000 words)
Videos
Virtual events/webinars/online courses
Note: Respondents were shown a display list of the content types they used in the last 12 months and asked, “Which content assets
produced the best results for your content marketing in the last 12 months? (Select all that apply.)”
Base: B2C content marketers who use each content asset listed. Multiple responses permitted.
B2C Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021
18
CONTENT CREATION & DISTRIBUTION
Among the video formats they used, B2C respondents said how-to videos produced the best content marketing
results in the last 12 months (38%).
B2C Video Formats That Produced the Best Results in Last 12 Months
38%
37%
31%
25%
24%
16%
13%
12%
7%
12%
0 10 20 40 50 60
How-to videos
Interviews with industry experts
Webinars/webcasts/web series
About our company
About our customers
First-look product overviews
Interactive video
In-depth product reviews
Industry research/analyst reports
Other
Base: B2C content marketers who used videos in the last 12 months. Aided list; multiple responses permitted.
B2C Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021
19
CONTENT CREATION & DISTRIBUTION
In addition to using their organization’s website to distribute content in the last 12 months, more than 50% of B2C
respondents used blogs, email newsletters, and email.
Owned-Media Platforms B2C Marketers Used to
Distribute Content in Last 12 Months
89%
68%
67%
56%
23%
22%
17%
17%
13%
5%
0 20 40 60 80 100
Their organization’s website
Blog
Email newsletter
Email (other than newsletter)
Microsite (e.g., resource center)
Their organization’s branded online community
Mobile app
Online learning platform
Digital magazine
Other
Base: B2C content marketers. Aided list; multiple responses permitted.
B2C Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021
20
CONTENT CREATION & DISTRIBUTION
43% of B2C respondents used media/public relations to distribute content in the last 12 months.
Organic (Nonpaid) Platforms B2C Marketers Used to
Distribute Content in Last 12 Months
43%
38%
33%
29%
28%
27%
16%
14%
16%
0 10 20 30 40 50
Media/public relations
Speaking/presenting at events
Guest posts/articles in third-party publications
Influencer partnerships
Collaborative social spaces
Guest spots
SMS/text messages
Listening platforms
None of the above
Base: B2C content marketers. Aided list; multiple responses permitted.
B2C Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021
21
CONTENT CREATION & DISTRIBUTION
Facebook is the organic social media platform that B2C content marketers used the most and the one they said
produced the best results.
Base: B2C content marketers. Aided list; multiple responses permitted.
B2C Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs,
July 2021
Base: Content marketers who used the nonpaid social media platforms listed to
distribute content in the last 12 months.
B2C Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/
MarketingProfs, July 2021
Organic (Nonpaid) Social Media Platforms B2C Marketers Used
to Distribute Content in Last 12 Months
88%
78%
74%
60%
55%
24%
13%
0 20 40 60 80 100
Facebook
LinkedIn
Instagram
Twitter
YouTube
Pinterest
TikTok
B2C Organic (Nonpaid) Social Media Platforms
That Produced Best Results in Last 12 Months
(Top 4)
63%
53%
39%
24%
0 20 40 60 80
Facebook
LinkedIn
Instagram
YouTube
Other nonpaid social media platforms used in last 12 months:
Medium (7%), Quora (4%), Reddit (4%), Snapchat (4%),
Twitter Spaces (2%), and Other (3%).
22
CONTENT CREATION & DISTRIBUTION
Among the B2C marketers who used paid content distribution channels:
• 43% said their organization increased spending on paid distribution in the last 12 months
• 80% used social media advertising/promoted posts.
Do You Use Paid Methods
to Promote Content?
22%
78%
■ Yes
■ No
Over the Last 12 Months, How Has
Your Spending on Paid Content
Distribution Channels Evolved?
31%
14%
11%
43%
■ Increased
■ Stayed the same
■ Decreased
■ Unsure
Base: B2C content marketers who use paid channels. Aided list; multiple responses permitted.
B2C Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/
MarketingProfs, July 2021
Paid Content Distribution Channels
B2C Marketers Used in Last 12 Months
80%
66%
39%
36%
24%
5%
0 20 40 60 80
Social media advertising/promoted posts
Search engine marketing (SEM)/pay-per-click
Sponsorships (e.g., events, booths, workshops)
Native advertising/sponsored content
(not including social media platforms)
Partner emails promoting our content
Other
23
CONTENT CREATION & DISTRIBUTION
Among the B2C marketers who used paid social media platforms, the majority chose Facebook (91%) and Instagram
(59%). Respondents said Facebook produced the best results.
Base: B2C content marketers who used social media platforms for paid content promotion in
the last 12 months. Aided list; multiple responses permitted.
B2C Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/
MarketingProfs, July 2021
Base: B2C content marketers who used the social media platforms listed for paid content
promotion in the last 12 months. Multiple responses permitted.
B2C Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/
MarketingProfs, July 2021
Paid Social Media Platforms B2C Content Marketers
Used in Last 12 Months (Top 4)
91%
59%
27%
43%
0 20 40 60 80 100
Facebook
Instagram
LinkedIn
YouTube
B2C Paid Social Media Platforms That
Produced Best Results in Last 12 Months (Top 4)
70%
57%
39%
32%
0 20 40 60 80
Facebook
LinkedIn
Instagram
YouTube
24
25
METRICS & GOALS
74% of B2C respondents said their organization measures content performance. Among those, 67% said website
engagement provided the most insight into performance.
Does Your B2C Organization
Use Metrics to Measure
Content Performance?
16%
74%
10%
■ Yes
■ No
■ Unsure
B2C Content Marketing Benchmarks, Insights for 2022.
Content Marketing Institute/MarketingProfs, July 2021
Base: B2C content marketers who measure content performance. Aided list; multiple responses permitted.
B2C Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021
Metrics That Have Provided Most Insight Into
B2C Content Performance in Last 12 Months
67%
65%
63%
62%
58%
41%
36%
31%
30%
26%
1%
0 20 40 60 80
Website engagement
Conversions
Email engagement
Website traffic
Social media analytics
Search rankings
Quality of leads
Email subscriber numbers
Cost to acquire a lead, subscriber, and/or customer
Quantity of leads
Other
26
METRICS & GOALS
Among the 74% of respondents who measured content performance, 36% indicated they were doing an excellent or
very good job.
How B2C Marketers Characterize Their Teams’
Ability to Demonstrate Content Marketing ROI
48%
26%
12%
10%
3%
1%
■ Excellent
■ Very good
■ Average
■ Below average
■ Poor
■ Unsure
Base: B2C content marketers who measure content performance. Aided list.
B2C Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs,
July 2021
Excellent — We have measurement data
showing ROI on overall content marketing
approach.
Very good — We have measurement
data showing ROI on at least one content
marketing initiative with well-informed
insights in other areas.
Average — We have well-informed insights,
but lack measurement data showing ROI.
Below average — We have only speculative
insights at this point.
Poor — We have little insight into what works
and what doesn’t.
27
METRICS & GOALS
B2C marketers said the top three goals content marketing helps them achieve are creating brand awareness, building credibility/
trust, and educating the audience.
Goals B2C Marketers Have Achieved by Using
Content Marketing Successfully in Last 12 Months
80%
72%
68%
59%
47%
43%
40%
36%
35%
32%
2%
0 20 40 60 80
Create brand awareness
Build credibility/trust
Educate audience(s)
Build loyalty with existing clients/customers
Generate demand/leads
Nurture subscribers/audiences/leads
Generate sales/revenue
Support the launch of a new product
Build a subscribed audience
Drive attendance to one or more in-person or virtual events
None of the above
Base: B2C content marketers. Aided list; multiple responses permitted.
B2C Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021
28
29
BUDGETS & SPENDING
62% of B2C respondents said they had knowledge of their company’s content marketing budget.
Do You Have Knowledge of
Your Organization’s Budget/Budgeting
Process for Content Marketing?
38%
62%
■ Yes
■ No
Base: B2C content marketers.
B2C Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021
Base:B2Ccontentmarketerswhoknowtheirorganizations’budget/budgetingprocessforcontentmarketing.Aidedlist.
B2CContentMarketingBenchmarks,Insightsfor2022.ContentMarketingInstitute/MarketingProfs,July2021
Percentage of Total Marketing Budget Spent
on B2C Content Marketing
4%
7%
14%
15%
27%
15%
15%
3%
0 20 40 60
100%
75%-99%
50%-74%
25%-49%
10%-24%
5%-9%
1%-4%
0%
30
BUDGETS & SPENDING
61% of B2C respondents said their 2022 content marketing budget would exceed their 2021 budget.
How 2021 B2C Content Marketing Budget
Compares with 2020
42%
15%
3%
40%
■ Increased
■ Stayed the same
■ Decreased
■ Unsure
How B2C Content Marketing Budget
Will Change in 2022 Compared with 2021
7%
2%
1%
19%
42%
29%
■ Increase more than 9%
■ Increase 1%-9%
■ Stay the same
■ Decrease 1%-9%
■ Decrease more than 9%
■ Unsure
Base: B2C content marketers who know their organizations’ budget/budgeting
process for content marketing.
B2C Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/
MarketingProfs, July 2021
Base: B2C content marketers who know their organizations’ budget/budgeting
process for content marketing.
B2C Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/
MarketingProfs, July 2021
31
In a post-COVID-vaccine business environment, investment is expected to increase in in-person events (40%).
Investment in hybrid events is expected to increase (33%) more so than stay the same (29%), even though 23% do not use hybrid
events at all.
Regarding digital events, many marketers appear to want to stay the course (40% say spending will stay the same), although 33% plan
to increase spending.
Increase Stay the same Decrease
Will be a
new area of
investment
Do not/will
not use
Digital/virtual events 33% 40% 13% 4% 10%
In-person events 40% 30% 15% 3% 12%
Hybrid events 33% 29% 6% 10% 23%
Base: B2C content marketers who know their organizations’ budget/budgeting process for content marketing.
B2C Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021
How B2C Organizations’ Investment Will Change in Following Areas Post-Vaccine
BUDGETS & SPENDING
32
33
LOOKING FORWARD
B2C Organizations’ Current Content Marketing Challenges
42%
41%
37%
36%
35%
32%
32%
30%
29%
26%
22%
15%
10%
7%
0 10 20 30 40 50
Creating content that appeals to different segments of customers
Internal communication between teams/silos
Creating valuable content instead of sales-oriented content
Overcoming traditional marketing and sales mindset
Differentiating our products/services from the competition
Ability to be agile when change is needed
Difficulty in reaching target audience(s)
Consistency with messaging
Accessing subject matter experts to create content
Technology integration
Accommodating for a long decision-making process
Government/legal regulations
The shift to virtual selling necessitated by working from home
Other
Base: B2C content marketers. Aided list; multiple responses permitted.
B2C Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021
Respondents said their top two content marketing challenges were creating content that appeals to different segments of
customers (42%) and internal communication between teams/silos (41%).
34
LOOKING FORWARD
Content Marketing-Related Areas That Will Be Most Important to
B2C Organizations in 2021/2022
64%
53%
48%
39%
24%
19%
17%
11%
6%
4%
0 20 40 60 80
Changes to SEO/search algorithms
Changes to social media algorithms
Data management/analytics
Content marketing as a revenue center
Voice/audio (e.g., social audio, voice search)
Data privacy/regulations
Artificial intelligence
Content security (e.g., HTTPS encryption)
Other
None of the above
Base: B2C content marketers. Aided list; multiple responses permitted.
B2C Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021
Changes to SEO/search algorithms (64%), changes to social media algorithms (53%), and data management/analytics (48%) are
top of mind for B2C marketers in 2021/2022.
35
LOOKING FORWARD
Areas of B2C Content Marketing Investment in 2022
72%
51%
50%
48%
42%
38%
32%
31%
30%
30%
21%
21%
13%
6%
1%
2%
0 20 30 40 50 60 80
Video
Paid media
Owned-media assets
Social media management/community building
Events (digital, in-person, hybrid)
Earned media
User experience (UX) design
Getting to know audiences better
Content distribution
Content marketing technologies
Audio-related content
Staffing/human resources
Experiential campaigns
Data privacy solutions
Other
None of the above
Base: B2C content marketers. Aided list; multiple responses permitted.
B2C Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021
B2C marketers indicated video would be a top content marketing area of investment by far: 72% predicted their organization
would invest in video in 2022, followed by paid media (51%), owned-media assets (50%), and social media management/
community building (48%).
36
CLOSING THOUGHTS
Our research points to transformational shifts
to make content marketing an ever more
important part of the integrated marketing mix.
But what can go unnoticed are the dangers
that lurk when we’re so close. There’s a
wonderful scene in the movie “Indiana Jones and the Last Crusade”
when the rich investor, Walter Donovan, is trying to convince
Indy to go after the Holy Grail. He says, “We’re on the verge of
completing a quest that began almost 2,000 years ago. We’re just
one step away.” Indy responds, “That’s usually when the ground
falls out from underneath your feet.”
In business today, everyone creates content — from the web team to
the marketing automation/demand gen executives, even front-line
account representatives. It’s probably easier to count who DOESN’T
create content-driven experiences for customers these days.
But we must realize that this explosive trend is our quest. Our
attempts to complete it require us to develop not just great content,
but an operational strategy that supports all content. Without a
strategy, an inconsistent voice and inability to measure success
make our failure imminent.
But don’t overcorrect and let the ground fall out from underneath
you. When businesses create a content strategy, there is a tendency
to limit the production of content and remove the voices of all front-
line managers. We centralize the storytelling function, and not only
centralize the creation of the voice but the expression of it as well.
What happens? Increasingly we see companies creating much more
consistent and customer-centric sets of content. They get their voice
and story back. But unfortunately, they remove their best storytellers
— the rest of the business — from telling it. And as a friend of mine
who was cut from a huge Hollywood movie once told me, “It’s hard to
be excited about a story that you were removed from telling.”
My advice?
A scalable, successful, and differentiating content marketing strategy
will help you more easily create, manage, activate, and measure digital
content. You will define success by how well the content marketing
strategy empowers everybody on the front lines (sales, account reps,
executives, and even accounting and legal) to tell your stories — and
the best “next stories” — to your audience.
A strategic content marketing operation isn’t the storyteller of the
business. It enables everyone else to be the storytellers.
Remember: It’s your story — don’t forget that you need everyone to
tell it well.
ACTION STEPS
By Robert Rose, Chief Strategy Advisor, CMI
37
METHODOLOGY & DEMOGRAPHICS
The 12th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report was produced by Content Marketing Institute (CMI) and MarketingProfs.
The results are from CMI/MarketingProfs 12th Annual Content Marketing Survey. The online survey was emailed to a sample of marketers using lists from CMI and MarketingProfs.
A total of 1,275 recipients from around the globe — representing a range of industries, functional areas, and company sizes — replied to the survey during July 2021.
This report presents the findings from the 337 marketers who indicated that their company is either B2C or B2B+B2C and that they are a content marketer, involved with the content marketing
function, and/or someone to whom content marketing reports. Most of the respondents are based in North America.
Note: Use caution when comparing this report’s findings to past years, as our methodology changed slightly. For the last several years, one of our qualifying criteria was that the respondent’s
company had used content marketing for at least one year. This year, we enabled respondents whose companies have not been using content marketing for at least one year to complete the survey.
Find all CMI research at contentmarketinginstitute.com/research.
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
B2C Respondent Profile by
Organization’s Content Marketing
Maturity Level
27%
30%
27%
8% 8%
■ Sophisticated
■ Mature
■ Adolescent
■ Young
■ First steps
Size of B2C Company (by Employees)
B2C Job Function
■
■
■
■
29%
24%
25%
22%
31%
28%
23%
6%
3%
9%
■ Senior leadership (e.g., owner, CEO, CMO, VP, GM)
■ Content creation/content management
■ Marketing management
■ Marketing operations
■ Advertising/PR/communications management
■ Other
Micro (1 to 9 employees)
Small (10 to 99 employees)
Medium (100 to 999 employees)
Large (1,000+ employees)
38
Thanks to the survey participants, who made this research possible, and to everyone who helps disseminate these
findings throughout the content marketing industry.
About Content Marketing Institute
Content Marketing Institute (CMI) exists to do one thing: advance the practice of content marketing through online education and in-person and digital events. We create
and curate content experiences that teach marketers and creators from enterprise brands, small businesses, and agencies how to attract and retain customers through
compelling, multichannel storytelling. Global brands turn to CMI for strategic consultation, training, and research. Organizations from around the world send teams to
Content Marketing World, the largest content marketing-focused event, ContentTECH Summit, and CMI virtual events. Our community of 215,000+ content marketers
shares camaraderie and conversation. CMI is organized by Informa Connect. To learn more, visit www.contentmarketinginstitute.com.
About Informa Connect
Informa Connect is a specialist in content-driven events and digital communities that allow professionals to meet, connect, learn, and share knowledge. We operate
major branded events in Marketing, Global Finance, Life Sciences and Pharma, Construction and Real Estate, and in a number of other specialist markets and connect
communities online year-round.
About MarketingProfs
MarketingProfs has been fueling the success of marketers at some of the world’s most iconic brands since 2000—first through webinars, newsletters, and other content;
then world-class training; and best-in-class consulting services.
The products and delivery have evolved, yet throughout we have been laser-focused on helping marketers and their teams set priorities, solve problems, and fuel
business growth.
We focus also on something equally important: Helping marketers do work they’re proud of.
Learn why 700,000+ marketers rely on MarketingProfs as their partner in Marketing. Our clients speak for themselves. Find out how we can help you at
MarketingProfs.com.
ABOUT

More Related Content

What's hot

B2B Sales & Marketing Strategy for Tech Companies -- by Jonathan Donado
B2B Sales & Marketing Strategy for Tech Companies  --   by Jonathan DonadoB2B Sales & Marketing Strategy for Tech Companies  --   by Jonathan Donado
B2B Sales & Marketing Strategy for Tech Companies -- by Jonathan Donado
Jonathan Donado
 
Social media strategy
 Social media strategy  Social media strategy
Social media strategy
SalmaTarekaboamra
 
2022 B2B Content Marketing Research: Benchmarks, Budgets, Trends
2022 B2B Content Marketing Research: Benchmarks, Budgets, Trends2022 B2B Content Marketing Research: Benchmarks, Budgets, Trends
2022 B2B Content Marketing Research: Benchmarks, Budgets, Trends
MarketingProfs
 
Digital Marketing Trends 2023- Shereen Badr
Digital Marketing Trends 2023- Shereen BadrDigital Marketing Trends 2023- Shereen Badr
Digital Marketing Trends 2023- Shereen Badr
Shereen Badr
 
Social media strategy
Social media strategySocial media strategy
Social media strategy
Evan Kruk
 
Social media strategy
Social media strategySocial media strategy
Social media strategy
Anna Dosev
 
Digital marketing strategy_guide_intermediate_level
Digital marketing strategy_guide_intermediate_levelDigital marketing strategy_guide_intermediate_level
Digital marketing strategy_guide_intermediate_level
NarendraNath26
 
HootsuiteSocialMediaTrends2023_Report_en.pdf
HootsuiteSocialMediaTrends2023_Report_en.pdfHootsuiteSocialMediaTrends2023_Report_en.pdf
HootsuiteSocialMediaTrends2023_Report_en.pdf
Idzwan Yacob
 
Must Know Social Media Trends For 2022
Must Know Social Media Trends For 2022Must Know Social Media Trends For 2022
Must Know Social Media Trends For 2022
Falcon.io
 
Marketing Strategy for B2B
Marketing Strategy for B2BMarketing Strategy for B2B
Marketing Strategy for B2B
Amrit Sagar
 
Digital Marketing Strategy Plan
Digital Marketing Strategy PlanDigital Marketing Strategy Plan
Digital Marketing Strategy Plan
Kristin Barnes
 
Digital Marketing Trends for 2022
Digital Marketing Trends for 2022Digital Marketing Trends for 2022
Digital Marketing Trends for 2022
Vbout.com
 
Ingenex Digital Marketing Strategy
Ingenex Digital Marketing StrategyIngenex Digital Marketing Strategy
Ingenex Digital Marketing Strategy
dletwin
 
Digital Marketing Presentation
Digital Marketing PresentationDigital Marketing Presentation
Digital Marketing Presentation
John Quirke
 
Digital & Social Media Strategy
Digital & Social Media StrategyDigital & Social Media Strategy
Digital & Social Media Strategy
Knowcrunch
 
Social Media and Content Marketing Strategy - An Introduction
Social Media and Content Marketing Strategy - An IntroductionSocial Media and Content Marketing Strategy - An Introduction
Social Media and Content Marketing Strategy - An Introduction
Thomas Webster
 
Social Media Strategy For 2023.pdf
Social Media Strategy For 2023.pdfSocial Media Strategy For 2023.pdf
Social Media Strategy For 2023.pdf
Amit Singh
 
Proposal for social media marketing 2 2
Proposal for social media marketing 2 2Proposal for social media marketing 2 2
Proposal for social media marketing 2 2
SM DESIGN CONSULTANT
 
Social media strategy
Social media strategySocial media strategy
Social media strategy
Omar Mostafa
 
Digital Marketing Plan Slides
Digital Marketing Plan SlidesDigital Marketing Plan Slides
Digital Marketing Plan Slides
Philip Oakley
 

What's hot (20)

B2B Sales & Marketing Strategy for Tech Companies -- by Jonathan Donado
B2B Sales & Marketing Strategy for Tech Companies  --   by Jonathan DonadoB2B Sales & Marketing Strategy for Tech Companies  --   by Jonathan Donado
B2B Sales & Marketing Strategy for Tech Companies -- by Jonathan Donado
 
Social media strategy
 Social media strategy  Social media strategy
Social media strategy
 
2022 B2B Content Marketing Research: Benchmarks, Budgets, Trends
2022 B2B Content Marketing Research: Benchmarks, Budgets, Trends2022 B2B Content Marketing Research: Benchmarks, Budgets, Trends
2022 B2B Content Marketing Research: Benchmarks, Budgets, Trends
 
Digital Marketing Trends 2023- Shereen Badr
Digital Marketing Trends 2023- Shereen BadrDigital Marketing Trends 2023- Shereen Badr
Digital Marketing Trends 2023- Shereen Badr
 
Social media strategy
Social media strategySocial media strategy
Social media strategy
 
Social media strategy
Social media strategySocial media strategy
Social media strategy
 
Digital marketing strategy_guide_intermediate_level
Digital marketing strategy_guide_intermediate_levelDigital marketing strategy_guide_intermediate_level
Digital marketing strategy_guide_intermediate_level
 
HootsuiteSocialMediaTrends2023_Report_en.pdf
HootsuiteSocialMediaTrends2023_Report_en.pdfHootsuiteSocialMediaTrends2023_Report_en.pdf
HootsuiteSocialMediaTrends2023_Report_en.pdf
 
Must Know Social Media Trends For 2022
Must Know Social Media Trends For 2022Must Know Social Media Trends For 2022
Must Know Social Media Trends For 2022
 
Marketing Strategy for B2B
Marketing Strategy for B2BMarketing Strategy for B2B
Marketing Strategy for B2B
 
Digital Marketing Strategy Plan
Digital Marketing Strategy PlanDigital Marketing Strategy Plan
Digital Marketing Strategy Plan
 
Digital Marketing Trends for 2022
Digital Marketing Trends for 2022Digital Marketing Trends for 2022
Digital Marketing Trends for 2022
 
Ingenex Digital Marketing Strategy
Ingenex Digital Marketing StrategyIngenex Digital Marketing Strategy
Ingenex Digital Marketing Strategy
 
Digital Marketing Presentation
Digital Marketing PresentationDigital Marketing Presentation
Digital Marketing Presentation
 
Digital & Social Media Strategy
Digital & Social Media StrategyDigital & Social Media Strategy
Digital & Social Media Strategy
 
Social Media and Content Marketing Strategy - An Introduction
Social Media and Content Marketing Strategy - An IntroductionSocial Media and Content Marketing Strategy - An Introduction
Social Media and Content Marketing Strategy - An Introduction
 
Social Media Strategy For 2023.pdf
Social Media Strategy For 2023.pdfSocial Media Strategy For 2023.pdf
Social Media Strategy For 2023.pdf
 
Proposal for social media marketing 2 2
Proposal for social media marketing 2 2Proposal for social media marketing 2 2
Proposal for social media marketing 2 2
 
Social media strategy
Social media strategySocial media strategy
Social media strategy
 
Digital Marketing Plan Slides
Digital Marketing Plan SlidesDigital Marketing Plan Slides
Digital Marketing Plan Slides
 

Similar to 12th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022

2022 Manufacturing Content Marketing
2022 Manufacturing Content Marketing2022 Manufacturing Content Marketing
2022 Manufacturing Content Marketing
ChristianJHaight
 
Manufacturing Content Marketing: Benchmarks, Budgets, and Trends - Insights f...
Manufacturing Content Marketing: Benchmarks, Budgets, and Trends - Insights f...Manufacturing Content Marketing: Benchmarks, Budgets, and Trends - Insights f...
Manufacturing Content Marketing: Benchmarks, Budgets, and Trends - Insights f...
Content Marketing Institute
 
Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2022
Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2022Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2022
Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2022
Content Marketing Institute
 
Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2021
Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2021Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2021
Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2021
Content Marketing Institute
 
11th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...
11th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...11th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...
11th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...
Content Marketing Institute
 
B2C Content Marketing Benchmarks, Budgets & Trends Study: 2021 Insights
B2C Content Marketing Benchmarks, Budgets & Trends Study: 2021 InsightsB2C Content Marketing Benchmarks, Budgets & Trends Study: 2021 Insights
B2C Content Marketing Benchmarks, Budgets & Trends Study: 2021 Insights
MarketingProfs
 
2020 B2C Content Marketing Benchmarks, Budgets & Trends
2020 B2C Content Marketing Benchmarks, Budgets & Trends2020 B2C Content Marketing Benchmarks, Budgets & Trends
2020 B2C Content Marketing Benchmarks, Budgets & Trends
MarketingProfs
 
B2C Search Criteria 2015
B2C Search Criteria 2015B2C Search Criteria 2015
B2C Search Criteria 2015
blazedream
 
2015 b2 c_research
2015 b2 c_research2015 b2 c_research
2015 b2 c_research
Branden Mikinson
 
2015 b2 c_research
2015 b2 c_research2015 b2 c_research
2015 b2 c_research
Branden Mikinson
 
B2B Content Marketing Benchmarks, Budgets & Trends: Insights for 2021
B2B Content Marketing Benchmarks, Budgets & Trends: Insights for 2021B2B Content Marketing Benchmarks, Budgets & Trends: Insights for 2021
B2B Content Marketing Benchmarks, Budgets & Trends: Insights for 2021
MarketingProfs
 
11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...
11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...
11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...
Content Marketing Institute
 
B2B Content Marketing 2021: Benchmarks, Budgets, and Trends
B2B Content Marketing 2021: Benchmarks, Budgets, and TrendsB2B Content Marketing 2021: Benchmarks, Budgets, and Trends
B2B Content Marketing 2021: Benchmarks, Budgets, and Trends
JazzyQuick
 
B2C Content Marketing 2019 - Benchmarks, Budgets, and Trends
B2C Content Marketing 2019 - Benchmarks, Budgets, and TrendsB2C Content Marketing 2019 - Benchmarks, Budgets, and Trends
B2C Content Marketing 2019 - Benchmarks, Budgets, and Trends
Content Marketing Institute
 
2019 B2C Content Marketing Benchmarks, Budgets, and Trends - North America.
2019 B2C Content Marketing Benchmarks, Budgets, and Trends - North America.2019 B2C Content Marketing Benchmarks, Budgets, and Trends - North America.
2019 B2C Content Marketing Benchmarks, Budgets, and Trends - North America.
MarketingProfs
 
Manufacturing Content Marketing 2020 - Benchmarks, Budgets, and Trends
Manufacturing Content Marketing 2020 - Benchmarks, Budgets, and TrendsManufacturing Content Marketing 2020 - Benchmarks, Budgets, and Trends
Manufacturing Content Marketing 2020 - Benchmarks, Budgets, and Trends
Content Marketing Institute
 
Manufacturing Content Marketing 2020
Manufacturing Content Marketing 2020Manufacturing Content Marketing 2020
Manufacturing Content Marketing 2020
ChristianJHaight
 
Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2021
Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2021Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2021
Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2021
Content Marketing Institute
 
Research Report
Research ReportResearch Report
Research Report
CJHaight
 
2018 B2C Content Marketing Benchmarks, Budgets, and Trends - North America
2018 B2C Content Marketing Benchmarks, Budgets, and Trends - North America2018 B2C Content Marketing Benchmarks, Budgets, and Trends - North America
2018 B2C Content Marketing Benchmarks, Budgets, and Trends - North America
Content Marketing Institute
 

Similar to 12th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 (20)

2022 Manufacturing Content Marketing
2022 Manufacturing Content Marketing2022 Manufacturing Content Marketing
2022 Manufacturing Content Marketing
 
Manufacturing Content Marketing: Benchmarks, Budgets, and Trends - Insights f...
Manufacturing Content Marketing: Benchmarks, Budgets, and Trends - Insights f...Manufacturing Content Marketing: Benchmarks, Budgets, and Trends - Insights f...
Manufacturing Content Marketing: Benchmarks, Budgets, and Trends - Insights f...
 
Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2022
Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2022Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2022
Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2022
 
Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2021
Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2021Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2021
Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2021
 
11th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...
11th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...11th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...
11th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...
 
B2C Content Marketing Benchmarks, Budgets & Trends Study: 2021 Insights
B2C Content Marketing Benchmarks, Budgets & Trends Study: 2021 InsightsB2C Content Marketing Benchmarks, Budgets & Trends Study: 2021 Insights
B2C Content Marketing Benchmarks, Budgets & Trends Study: 2021 Insights
 
2020 B2C Content Marketing Benchmarks, Budgets & Trends
2020 B2C Content Marketing Benchmarks, Budgets & Trends2020 B2C Content Marketing Benchmarks, Budgets & Trends
2020 B2C Content Marketing Benchmarks, Budgets & Trends
 
B2C Search Criteria 2015
B2C Search Criteria 2015B2C Search Criteria 2015
B2C Search Criteria 2015
 
2015 b2 c_research
2015 b2 c_research2015 b2 c_research
2015 b2 c_research
 
2015 b2 c_research
2015 b2 c_research2015 b2 c_research
2015 b2 c_research
 
B2B Content Marketing Benchmarks, Budgets & Trends: Insights for 2021
B2B Content Marketing Benchmarks, Budgets & Trends: Insights for 2021B2B Content Marketing Benchmarks, Budgets & Trends: Insights for 2021
B2B Content Marketing Benchmarks, Budgets & Trends: Insights for 2021
 
11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...
11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...
11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...
 
B2B Content Marketing 2021: Benchmarks, Budgets, and Trends
B2B Content Marketing 2021: Benchmarks, Budgets, and TrendsB2B Content Marketing 2021: Benchmarks, Budgets, and Trends
B2B Content Marketing 2021: Benchmarks, Budgets, and Trends
 
B2C Content Marketing 2019 - Benchmarks, Budgets, and Trends
B2C Content Marketing 2019 - Benchmarks, Budgets, and TrendsB2C Content Marketing 2019 - Benchmarks, Budgets, and Trends
B2C Content Marketing 2019 - Benchmarks, Budgets, and Trends
 
2019 B2C Content Marketing Benchmarks, Budgets, and Trends - North America.
2019 B2C Content Marketing Benchmarks, Budgets, and Trends - North America.2019 B2C Content Marketing Benchmarks, Budgets, and Trends - North America.
2019 B2C Content Marketing Benchmarks, Budgets, and Trends - North America.
 
Manufacturing Content Marketing 2020 - Benchmarks, Budgets, and Trends
Manufacturing Content Marketing 2020 - Benchmarks, Budgets, and TrendsManufacturing Content Marketing 2020 - Benchmarks, Budgets, and Trends
Manufacturing Content Marketing 2020 - Benchmarks, Budgets, and Trends
 
Manufacturing Content Marketing 2020
Manufacturing Content Marketing 2020Manufacturing Content Marketing 2020
Manufacturing Content Marketing 2020
 
Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2021
Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2021Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2021
Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2021
 
Research Report
Research ReportResearch Report
Research Report
 
2018 B2C Content Marketing Benchmarks, Budgets, and Trends - North America
2018 B2C Content Marketing Benchmarks, Budgets, and Trends - North America2018 B2C Content Marketing Benchmarks, Budgets, and Trends - North America
2018 B2C Content Marketing Benchmarks, Budgets, and Trends - North America
 

More from Content Marketing Institute

2022 Content Marketing for Demand Generation Survey: Market Brief
2022 Content Marketing for Demand Generation Survey: Market Brief2022 Content Marketing for Demand Generation Survey: Market Brief
2022 Content Marketing for Demand Generation Survey: Market Brief
Content Marketing Institute
 
Content Marketing Video & Visual Storytelling Survey
Content Marketing Video & Visual Storytelling SurveyContent Marketing Video & Visual Storytelling Survey
Content Marketing Video & Visual Storytelling Survey
Content Marketing Institute
 
Cooking Up Content with the Content Marketing Institute
Cooking Up Content with the Content Marketing InstituteCooking Up Content with the Content Marketing Institute
Cooking Up Content with the Content Marketing Institute
Content Marketing Institute
 
2021 Content Management & Strategy Survey
2021 Content Management & Strategy Survey2021 Content Management & Strategy Survey
2021 Content Management & Strategy Survey
Content Marketing Institute
 
CMWorld Bingo
CMWorld BingoCMWorld Bingo
Virtual Events - Sponsor and Exhibitor Checklist
Virtual Events - Sponsor and Exhibitor ChecklistVirtual Events - Sponsor and Exhibitor Checklist
Virtual Events - Sponsor and Exhibitor Checklist
Content Marketing Institute
 
Technology Content Marketing 2020: Benchmarks, Budgets, and Trends
Technology Content Marketing 2020: Benchmarks, Budgets, and TrendsTechnology Content Marketing 2020: Benchmarks, Budgets, and Trends
Technology Content Marketing 2020: Benchmarks, Budgets, and Trends
Content Marketing Institute
 
2020 Content Marketing Benchmarks, Budgets, and Trends - North America
2020 Content Marketing Benchmarks, Budgets, and Trends - North America2020 Content Marketing Benchmarks, Budgets, and Trends - North America
2020 Content Marketing Benchmarks, Budgets, and Trends - North America
Content Marketing Institute
 
Survival Guide: How to Navigate the Wilds of Social Media for Content Marketing
Survival Guide: How to Navigate the Wilds of Social Media for Content MarketingSurvival Guide: How to Navigate the Wilds of Social Media for Content Marketing
Survival Guide: How to Navigate the Wilds of Social Media for Content Marketing
Content Marketing Institute
 
85+ Predictions on Content Marketing in 2019
85+ Predictions on Content Marketing in 201985+ Predictions on Content Marketing in 2019
85+ Predictions on Content Marketing in 2019
Content Marketing Institute
 
Using Content Marketing to Generate Demand, Create New Audiences
Using Content Marketing to Generate Demand, Create New AudiencesUsing Content Marketing to Generate Demand, Create New Audiences
Using Content Marketing to Generate Demand, Create New Audiences
Content Marketing Institute
 
B2B Content Marketing 2019: Benchmarks, Budgets, and Trends—North America
B2B Content Marketing 2019: Benchmarks, Budgets, and Trends—North America B2B Content Marketing 2019: Benchmarks, Budgets, and Trends—North America
B2B Content Marketing 2019: Benchmarks, Budgets, and Trends—North America
Content Marketing Institute
 
The Ultimate Guide to Conquering Content Marketing
The Ultimate Guide to Conquering Content MarketingThe Ultimate Guide to Conquering Content Marketing
The Ultimate Guide to Conquering Content Marketing
Content Marketing Institute
 
2018 Technology Content Marketing - Benchmarks, Budgets and Trends - North Am...
2018 Technology Content Marketing - Benchmarks, Budgets and Trends - North Am...2018 Technology Content Marketing - Benchmarks, Budgets and Trends - North Am...
2018 Technology Content Marketing - Benchmarks, Budgets and Trends - North Am...
Content Marketing Institute
 
Deliver Peak Experiences with Interactive Content
Deliver Peak Experiences with Interactive ContentDeliver Peak Experiences with Interactive Content
Deliver Peak Experiences with Interactive Content
Content Marketing Institute
 
The Symphony of Connected Interactive Content Marketing
The Symphony of Connected Interactive Content MarketingThe Symphony of Connected Interactive Content Marketing
The Symphony of Connected Interactive Content Marketing
Content Marketing Institute
 
Is Native Advertising the New Black?
Is Native Advertising the New Black?Is Native Advertising the New Black?
Is Native Advertising the New Black?
Content Marketing Institute
 
Sponsor and Exhibitor Checklist: Making the Most of Your Investment By Nurtur...
Sponsor and Exhibitor Checklist: Making the Most of Your Investment By Nurtur...Sponsor and Exhibitor Checklist: Making the Most of Your Investment By Nurtur...
Sponsor and Exhibitor Checklist: Making the Most of Your Investment By Nurtur...
Content Marketing Institute
 
2018 Content Marketing Predictions
2018 Content Marketing Predictions2018 Content Marketing Predictions
2018 Content Marketing Predictions
Content Marketing Institute
 

More from Content Marketing Institute (19)

2022 Content Marketing for Demand Generation Survey: Market Brief
2022 Content Marketing for Demand Generation Survey: Market Brief2022 Content Marketing for Demand Generation Survey: Market Brief
2022 Content Marketing for Demand Generation Survey: Market Brief
 
Content Marketing Video & Visual Storytelling Survey
Content Marketing Video & Visual Storytelling SurveyContent Marketing Video & Visual Storytelling Survey
Content Marketing Video & Visual Storytelling Survey
 
Cooking Up Content with the Content Marketing Institute
Cooking Up Content with the Content Marketing InstituteCooking Up Content with the Content Marketing Institute
Cooking Up Content with the Content Marketing Institute
 
2021 Content Management & Strategy Survey
2021 Content Management & Strategy Survey2021 Content Management & Strategy Survey
2021 Content Management & Strategy Survey
 
CMWorld Bingo
CMWorld BingoCMWorld Bingo
CMWorld Bingo
 
Virtual Events - Sponsor and Exhibitor Checklist
Virtual Events - Sponsor and Exhibitor ChecklistVirtual Events - Sponsor and Exhibitor Checklist
Virtual Events - Sponsor and Exhibitor Checklist
 
Technology Content Marketing 2020: Benchmarks, Budgets, and Trends
Technology Content Marketing 2020: Benchmarks, Budgets, and TrendsTechnology Content Marketing 2020: Benchmarks, Budgets, and Trends
Technology Content Marketing 2020: Benchmarks, Budgets, and Trends
 
2020 Content Marketing Benchmarks, Budgets, and Trends - North America
2020 Content Marketing Benchmarks, Budgets, and Trends - North America2020 Content Marketing Benchmarks, Budgets, and Trends - North America
2020 Content Marketing Benchmarks, Budgets, and Trends - North America
 
Survival Guide: How to Navigate the Wilds of Social Media for Content Marketing
Survival Guide: How to Navigate the Wilds of Social Media for Content MarketingSurvival Guide: How to Navigate the Wilds of Social Media for Content Marketing
Survival Guide: How to Navigate the Wilds of Social Media for Content Marketing
 
85+ Predictions on Content Marketing in 2019
85+ Predictions on Content Marketing in 201985+ Predictions on Content Marketing in 2019
85+ Predictions on Content Marketing in 2019
 
Using Content Marketing to Generate Demand, Create New Audiences
Using Content Marketing to Generate Demand, Create New AudiencesUsing Content Marketing to Generate Demand, Create New Audiences
Using Content Marketing to Generate Demand, Create New Audiences
 
B2B Content Marketing 2019: Benchmarks, Budgets, and Trends—North America
B2B Content Marketing 2019: Benchmarks, Budgets, and Trends—North America B2B Content Marketing 2019: Benchmarks, Budgets, and Trends—North America
B2B Content Marketing 2019: Benchmarks, Budgets, and Trends—North America
 
The Ultimate Guide to Conquering Content Marketing
The Ultimate Guide to Conquering Content MarketingThe Ultimate Guide to Conquering Content Marketing
The Ultimate Guide to Conquering Content Marketing
 
2018 Technology Content Marketing - Benchmarks, Budgets and Trends - North Am...
2018 Technology Content Marketing - Benchmarks, Budgets and Trends - North Am...2018 Technology Content Marketing - Benchmarks, Budgets and Trends - North Am...
2018 Technology Content Marketing - Benchmarks, Budgets and Trends - North Am...
 
Deliver Peak Experiences with Interactive Content
Deliver Peak Experiences with Interactive ContentDeliver Peak Experiences with Interactive Content
Deliver Peak Experiences with Interactive Content
 
The Symphony of Connected Interactive Content Marketing
The Symphony of Connected Interactive Content MarketingThe Symphony of Connected Interactive Content Marketing
The Symphony of Connected Interactive Content Marketing
 
Is Native Advertising the New Black?
Is Native Advertising the New Black?Is Native Advertising the New Black?
Is Native Advertising the New Black?
 
Sponsor and Exhibitor Checklist: Making the Most of Your Investment By Nurtur...
Sponsor and Exhibitor Checklist: Making the Most of Your Investment By Nurtur...Sponsor and Exhibitor Checklist: Making the Most of Your Investment By Nurtur...
Sponsor and Exhibitor Checklist: Making the Most of Your Investment By Nurtur...
 
2018 Content Marketing Predictions
2018 Content Marketing Predictions2018 Content Marketing Predictions
2018 Content Marketing Predictions
 

Recently uploaded

Pillar-Based Marketing Master Class - Ryan Brock
Pillar-Based Marketing Master Class - Ryan BrockPillar-Based Marketing Master Class - Ryan Brock
Demystifying Attribution Reporting in Marketo Measure
Demystifying Attribution Reporting in Marketo MeasureDemystifying Attribution Reporting in Marketo Measure
Demystifying Attribution Reporting in Marketo Measure
GNW Consulting
 
The Marketing Vunerabilities in Tech and IP-Led Companies
The Marketing Vunerabilities in Tech and IP-Led CompaniesThe Marketing Vunerabilities in Tech and IP-Led Companies
The Marketing Vunerabilities in Tech and IP-Led Companies
Bethan Vincent
 
Building A Powerful Brand on Any Platform
Building A Powerful Brand on Any PlatformBuilding A Powerful Brand on Any Platform
Building A Powerful Brand on Any Platform
Xpand Marketing
 
Marketing Plan for The Spark Foundation
Marketing Plan for The Spark Foundation Marketing Plan for The Spark Foundation
Marketing Plan for The Spark Foundation
SyrineTouati
 
AIDA Concept in Marketing & How it works
AIDA Concept in Marketing & How it worksAIDA Concept in Marketing & How it works
AIDA Concept in Marketing & How it works
DrRajeshkumarSatpath
 
Bumble users can use Al generated photos
Bumble users can use Al generated photosBumble users can use Al generated photos
Bumble users can use Al generated photos
techkidunia
 
Digital marketing is essential for global reach, engagement, and growth.
Digital marketing is essential for global reach, engagement, and growth.Digital marketing is essential for global reach, engagement, and growth.
Digital marketing is essential for global reach, engagement, and growth.
raqibmifysolutions
 
How AI Enables Modular Content Strategy in Pharma
How AI Enables Modular Content Strategy in PharmaHow AI Enables Modular Content Strategy in Pharma
How AI Enables Modular Content Strategy in Pharma
Ariya
 
Transforming Advertising with Billion Broadcaster
Transforming Advertising with Billion BroadcasterTransforming Advertising with Billion Broadcaster
Transforming Advertising with Billion Broadcaster
VikasYadav194549
 
Ranking in AI-powered Search - Berlin SEO & Content Club 2024
Ranking in AI-powered Search - Berlin SEO & Content Club  2024Ranking in AI-powered Search - Berlin SEO & Content Club  2024
Ranking in AI-powered Search - Berlin SEO & Content Club 2024
Flow Agency (formerly Flow SEO)
 
Global Outlook on Sustainability 2023 | Redacted Version
Global Outlook on Sustainability 2023 | Redacted VersionGlobal Outlook on Sustainability 2023 | Redacted Version
Global Outlook on Sustainability 2023 | Redacted Version
Mintel Group
 
MKT460: Strategic Marketing_ SeH_ Kishwan Cookies.pdf
MKT460: Strategic Marketing_ SeH_ Kishwan Cookies.pdfMKT460: Strategic Marketing_ SeH_ Kishwan Cookies.pdf
MKT460: Strategic Marketing_ SeH_ Kishwan Cookies.pdf
Mohammad Tauhidul Islam Khan Rifat
 
Unlocking Deliverability with Marketo Engage
Unlocking Deliverability with Marketo EngageUnlocking Deliverability with Marketo Engage
Unlocking Deliverability with Marketo Engage
GNW Consulting
 
Presentation on CRM - Zoho & Salesforce.pptx
Presentation on CRM - Zoho & Salesforce.pptxPresentation on CRM - Zoho & Salesforce.pptx
Presentation on CRM - Zoho & Salesforce.pptx
utkarshkhera98
 
Adult Services Ads _ Adult Search Engine Marketing _ Adult Ads.pdf
Adult Services Ads _ Adult Search Engine Marketing _ Adult Ads.pdfAdult Services Ads _ Adult Search Engine Marketing _ Adult Ads.pdf
Adult Services Ads _ Adult Search Engine Marketing _ Adult Ads.pdf
jorge638714
 
Poster Design Presentation Grip July 2024.pptx
Poster Design Presentation Grip July 2024.pptxPoster Design Presentation Grip July 2024.pptx
Poster Design Presentation Grip July 2024.pptx
The Sparks Foundation
 
State of tokenization landscape 2024.pdf
State of tokenization landscape 2024.pdfState of tokenization landscape 2024.pdf
State of tokenization landscape 2024.pdf
nehapardhi711
 
How to market real estate projects in Nepal ? Marketing Plan Sample
How to market real estate projects in Nepal ? Marketing Plan SampleHow to market real estate projects in Nepal ? Marketing Plan Sample
How to market real estate projects in Nepal ? Marketing Plan Sample
Dipendra Prasad Poudel
 
Uncovering Marketo Engage's Target Account Management
Uncovering Marketo Engage's Target Account ManagementUncovering Marketo Engage's Target Account Management
Uncovering Marketo Engage's Target Account Management
GNW Consulting
 

Recently uploaded (20)

Pillar-Based Marketing Master Class - Ryan Brock
Pillar-Based Marketing Master Class - Ryan BrockPillar-Based Marketing Master Class - Ryan Brock
Pillar-Based Marketing Master Class - Ryan Brock
 
Demystifying Attribution Reporting in Marketo Measure
Demystifying Attribution Reporting in Marketo MeasureDemystifying Attribution Reporting in Marketo Measure
Demystifying Attribution Reporting in Marketo Measure
 
The Marketing Vunerabilities in Tech and IP-Led Companies
The Marketing Vunerabilities in Tech and IP-Led CompaniesThe Marketing Vunerabilities in Tech and IP-Led Companies
The Marketing Vunerabilities in Tech and IP-Led Companies
 
Building A Powerful Brand on Any Platform
Building A Powerful Brand on Any PlatformBuilding A Powerful Brand on Any Platform
Building A Powerful Brand on Any Platform
 
Marketing Plan for The Spark Foundation
Marketing Plan for The Spark Foundation Marketing Plan for The Spark Foundation
Marketing Plan for The Spark Foundation
 
AIDA Concept in Marketing & How it works
AIDA Concept in Marketing & How it worksAIDA Concept in Marketing & How it works
AIDA Concept in Marketing & How it works
 
Bumble users can use Al generated photos
Bumble users can use Al generated photosBumble users can use Al generated photos
Bumble users can use Al generated photos
 
Digital marketing is essential for global reach, engagement, and growth.
Digital marketing is essential for global reach, engagement, and growth.Digital marketing is essential for global reach, engagement, and growth.
Digital marketing is essential for global reach, engagement, and growth.
 
How AI Enables Modular Content Strategy in Pharma
How AI Enables Modular Content Strategy in PharmaHow AI Enables Modular Content Strategy in Pharma
How AI Enables Modular Content Strategy in Pharma
 
Transforming Advertising with Billion Broadcaster
Transforming Advertising with Billion BroadcasterTransforming Advertising with Billion Broadcaster
Transforming Advertising with Billion Broadcaster
 
Ranking in AI-powered Search - Berlin SEO & Content Club 2024
Ranking in AI-powered Search - Berlin SEO & Content Club  2024Ranking in AI-powered Search - Berlin SEO & Content Club  2024
Ranking in AI-powered Search - Berlin SEO & Content Club 2024
 
Global Outlook on Sustainability 2023 | Redacted Version
Global Outlook on Sustainability 2023 | Redacted VersionGlobal Outlook on Sustainability 2023 | Redacted Version
Global Outlook on Sustainability 2023 | Redacted Version
 
MKT460: Strategic Marketing_ SeH_ Kishwan Cookies.pdf
MKT460: Strategic Marketing_ SeH_ Kishwan Cookies.pdfMKT460: Strategic Marketing_ SeH_ Kishwan Cookies.pdf
MKT460: Strategic Marketing_ SeH_ Kishwan Cookies.pdf
 
Unlocking Deliverability with Marketo Engage
Unlocking Deliverability with Marketo EngageUnlocking Deliverability with Marketo Engage
Unlocking Deliverability with Marketo Engage
 
Presentation on CRM - Zoho & Salesforce.pptx
Presentation on CRM - Zoho & Salesforce.pptxPresentation on CRM - Zoho & Salesforce.pptx
Presentation on CRM - Zoho & Salesforce.pptx
 
Adult Services Ads _ Adult Search Engine Marketing _ Adult Ads.pdf
Adult Services Ads _ Adult Search Engine Marketing _ Adult Ads.pdfAdult Services Ads _ Adult Search Engine Marketing _ Adult Ads.pdf
Adult Services Ads _ Adult Search Engine Marketing _ Adult Ads.pdf
 
Poster Design Presentation Grip July 2024.pptx
Poster Design Presentation Grip July 2024.pptxPoster Design Presentation Grip July 2024.pptx
Poster Design Presentation Grip July 2024.pptx
 
State of tokenization landscape 2024.pdf
State of tokenization landscape 2024.pdfState of tokenization landscape 2024.pdf
State of tokenization landscape 2024.pdf
 
How to market real estate projects in Nepal ? Marketing Plan Sample
How to market real estate projects in Nepal ? Marketing Plan SampleHow to market real estate projects in Nepal ? Marketing Plan Sample
How to market real estate projects in Nepal ? Marketing Plan Sample
 
Uncovering Marketo Engage's Target Account Management
Uncovering Marketo Engage's Target Account ManagementUncovering Marketo Engage's Target Account Management
Uncovering Marketo Engage's Target Account Management
 

12th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022

  • 1. 1
  • 2. 2 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: Achieving your organization’s desired/ targeted results. TABLE OF CONTENTS m INTRODUCTION...........................................................................3 m KEY FINDINGS...............................................................................4 m STRATEGY, OPINIONS & OVERALL SUCCESS.............................5 m TEAM STRUCTURE & OUTSOURCING........................................9 m CONTENT CREATION & DISTRIBUTION...................................13 m METRICS & GOALS.....................................................................24 m BUDGETS & SPENDING.............................................................28 m LOOKING FORWARD..................................................................32 m ACTION STEPS – BY ROBERT ROSE..........................................36 m METHODOLOGY.........................................................................37 m ABOUT........................................................................................38 LISA MURTON BEETS Research Director & Report Author, CMI ANN HANDLEY Chief Content Officer, MarketingProfs STEPHANIE STAHL General Manager, CMI ROBERT ROSE Chief Strategy Advisor, CMI KIM MOUTSOS VP Content, CMI JOSEPH “JK” KALINOWSKI Creative Director, CMI AMIE CANGELOSI Marketing Director, CMI
  • 3. 3 INTRODUCTION Welcome to the B2C Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022. Our research suggested that, due to work-from-home requirements, content marketing piqued the interest of many who were previously unaware of its power. With more people than ever spending time online, content marketing presented a prime opportunity for businesses to get and stay in front of audiences. Some B2C marketers discovered new audiences altogether. Short articles and videos were big over the last 12 months with the B2C marketers we surveyed. In addition, expect a lot of B2C investment in video in 2022: 72% forecast investment in this area. Paid media came in a distant second. “EXPECT A LOT OF B2C INVESTMENT IN VIDEO IN 2022: 72% FORECAST INVESTMENT IN THIS AREA. PAID MEDIA CAME IN A DISTANT SECOND.” Although most B2C marketers reported success with content marketing in the last 12 months, there are still challenges. Respondents said their top two content marketing challenges were creating content that appeals to multi-level roles within the target audience (42%) and internal communication between teams/ silos (41%). If B2C marketers can overcome these challenges, they’ll improve their odds of achieving greater content marketing success in 2022. Here’s to a prosperous year! 3
  • 4. 4 KEY FINDINGS Most B2C marketers are feeling successful with content marketing. More than one out of four (26%) B2C respondents said their organization was extremely or very successful in the last 12 months. Another 55% said they were moderately successful. The top factor contributing to that success was “the value our content provides” (61%). See page 8. B2C marketers were asked to do more with the same resources in the last 12 months. 66% of respondents said they were asked to do more with the same resources in the last 12 months. Most (53%) have small teams serving the entire organization. See pages 7 and 10. 80% of those who use paid distribution use paid social media advertising. Among the B2C marketers who used paid content distribution channels, 43% said their organization increased spending on paid distribution in the last 12 months; 80% used social media advertising/promoted posts. See page 22. 61% expect their 2022 content marketing budget to be higher than their 2021 budget. 61% of respondents who are familiar with their company’s content marketing budget expected their 2022 content marketing budget to exceed their 2021 budget. See page 30. Content creation for multi-level roles and internal communication are top challenges. Respondents said their top two content marketing challenges were creating content that appeals to multi-level roles within the target audience (42%) and internal communication between teams/silos (41%). See page 33. Video is the top predicted area of content marketing investment for 2022. The top three types of content created in the last 12 months were short articles/posts (83%), videos (61%), and infographics/charts (51%). 72% expect their organization to invest in video in 2022. See pages 16 and 35. Changes to algorithms and data management/analytics are top-of-mind issues in 2021/2022. Changes to SEO/search algorithms (64%), changes to social media algorithms (53%), and data management/analytics (48%) are among top concerns for B2C marketers in 2021/2022. See page 34.
  • 5. 5
  • 6. 6 70% of B2C respondents reported that their organization has a content marketing strategy. Of those, 59% said their strategy is moderately or slightly different now versus pre-pandemic. Percentage of B2C Marketers With a Content Marketing Strategy 39% 25% 5% 31% ■ Yes, and it is documented ■ Yes, but it is not documented ■ No, but plan to within 12 months ■ No, with no plans Base: B2C content marketers. B2C Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021 Difference in B2C Content Marketing Strategy Now Vs. Pre-Pandemic 5% 4% 2% 15% 31% 15% 28% ■ Extremely different ■ Very different ■ Moderately different ■ Slightly different ■ Not different at all ■ Unsure ■ We didn’t have a content marketing strategy one year ago Base: B2C content marketers whose organizations have a content marketing strategy. B2C Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021 STRATEGY, OPINIONS & OVERALL SUCCESS
  • 7. 7 Over the last year, 66% of B2C marketers have been asked to do more with the same resources. STRATEGY, OPINIONS & OVERALL SUCCESS B2C Marketers’ Opinions About Content Marketing in Their Organizations 81% 68% 66% 43% 9% 11% 18% 27% 10% 21% 16% 30% 0 20 40 60 80 100 m Strongly/somewhat agree m Neither agree nor disagree m Somewhat/strongly disagree Base: B2C content marketers who answered each statement. B2C Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021 Our organization values creativity and craft in content creation and production. Over the last year, our content team has been asked to do more with the same resources. Our organization provides customers with a consistent experience across their engagement journey. Over the last year, it has become increasingly difficult to capture our audience’s attention. Base: B2C content marketers who answered each statement. B2C Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021
  • 8. 8 26% of B2C respondents said their organization was extremely or very successful with content marketing in the last 12 months. The top contributing factor was the value their content provides. STRATEGY, OPINIONS & OVERALL SUCCESS How B2C Marketers Rate Their Organization’s Overall Level of Content Marketing Success in Last 12 Months 16% 21% 5% 3% 55% ■ Extremely successful ■ Very successful ■ Moderately successful ■ Minimally successful ■ Not at all successful Base: B2C content marketers. B2C Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021 Base: B2C content marketers who said their organizations were extremely/very successful with content marketing. B2C Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021 Factors Contributing to B2C Content Marketing Success in Last 12 Months 61% 57% 53% 44% 44% 38% 20% 0 20 40 60 80 The value our content provides Website changes Adapting to changes brought forth by pandemic Changing buyer/consumer behaviors Search rankings Strategy changes Changing our products/services
  • 9. 9 9
  • 10. 10 TEAM STRUCTURE & OUTSOURCING Most B2C organizations have small (or one-person) marketing/content marketing teams serving the entire organization (53%). Base: B2C content marketers. B2C Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021 B2C Organizations’ Content Marketing Team Structure 18% 24% 5% 53% ■ We have a centralized content marketing group that works with multiple brands/products/departments throughout the organization. ■ Each brand/product/department has its own content marketing team. ■ Both of the above — We have a centralized group and individual teams throughout the organization. ■ We have a small (or one-person) marketing/content marketing team serving the entire organization.
  • 11. 11 TEAM STRUCTURE & OUTSOURCING 55% of B2C respondents said their organization has either one or no full-time employees dedicated to content marketing. Base: B2C content marketers. B2C Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021 B2C Organizations’ Content Marketing Team Size (Full-Time/Dedicated to Content Marketing) 31% 36% 4% 6% 24% ■ 11+ ■ 6-10 ■ 2-5 ■ 1 ■ 0 (no one is full time, dedicated)
  • 12. 12 TEAM STRUCTURE & OUTSOURCING Half of B2C respondents said their organization outsources at least one content marketing activity. Their top two challenges are budget issues (48%) and finding partners with adequate topical expertise (47%). Top 5 Challenges When Seeking Outsourced B2C Content Marketing Help 48% 47% 36% 32% 31% 0 10 20 30 40 50 Budget issues Finding partners with adequate topical expertise Finding partners who understand/can empathize with our audience Lack of clear return on investment (ROI) metrics Finding partners who can provide adequate strategic advice Base: B2C content marketers who outsourced at least one content marketing activity. Aided list; up to five responses permitted. B2C Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021 Does Your B2C Organization Outsource Any Content Marketing Activities? 50% 50% ■ Yes ■ No
  • 13. 13
  • 14. 14 65% of B2C marketers always/frequently prioritize the audience’s informational needs over their organization’s sales/ promotional message. The remainder only do so sometimes, rarely, or never. Concepts B2C Marketers Always/Frequently Take Into Account While Creating Content for Their Organization 62% 65% 49% 30% 23% 29% 8% 12% 22% 0 20 40 60 80 m Always/frequently m Sometimes m Rarely/never Prioritize the audience’s informational needs over your organization’s sales/promotional message. Differentiate your content from the competition. Craft content based on specific stages of the buyer’s journey. Base: B2C content marketers who answered each statement. B2C Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021 CONTENT CREATION & DISTRIBUTION
  • 15. 15 CONTENT CREATION & DISTRIBUTION The top technologies B2C organizations use to assist with content marketing are social media publishing/analytics (82%), analytics tools (78%), and content creation/calendaring/collaboration/workflow tools (74%). Technologies B2C Organizations Use to Assist With Content Marketing 82% 78% 74% 71% 45% 40% 0 20 40 60 80 90 Social media publishing/analytics Analytics tools (e.g., web analytics, dashboards) Content creation/calendaring/collaboration/workflow Email marketing software Content management system (CMS) Customer relationship management (CRM) system Base: B2C content marketers. Aided list; multiple responses permitted. B2C Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021
  • 16. 16 CONTENT CREATION & DISTRIBUTION Short articles/posts (83%) and videos (61%) are the top two content types that B2C marketers used in the last 12 months. Their use of long-form articles increased to 42% from 22% last year. Content Assets B2C Marketers Created/Used in Last 12 Months 83% 61% 51% 48% 42% 37% 33% 25% 23% 22% 20% 19% 4% 0 20 40 60 80 100 Short articles/posts (fewer than 3,000 words) Videos Infographics/charts/data viz/3D models Virtual events/webinars/online courses Long articles/posts (more than 3,000 words) Case studies E-books/white papers In-person events Podcasts Livestreaming content Research reports Print magazines or books None of the above Base: B2C content marketers. Aided list; multiple responses permitted. B2C Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021
  • 17. 17 CONTENT CREATION & DISTRIBUTION B2C marketers said short articles/posts produced the best results for their content marketing in the last 12 months (60%). B2C Content Assets That Produced the Best Results in Last 12 Months (Top 3) 60% 53% 51% 0 10 20 40 50 60 Short articles/posts (fewer than 3,000 words) Videos Virtual events/webinars/online courses Note: Respondents were shown a display list of the content types they used in the last 12 months and asked, “Which content assets produced the best results for your content marketing in the last 12 months? (Select all that apply.)” Base: B2C content marketers who use each content asset listed. Multiple responses permitted. B2C Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021
  • 18. 18 CONTENT CREATION & DISTRIBUTION Among the video formats they used, B2C respondents said how-to videos produced the best content marketing results in the last 12 months (38%). B2C Video Formats That Produced the Best Results in Last 12 Months 38% 37% 31% 25% 24% 16% 13% 12% 7% 12% 0 10 20 40 50 60 How-to videos Interviews with industry experts Webinars/webcasts/web series About our company About our customers First-look product overviews Interactive video In-depth product reviews Industry research/analyst reports Other Base: B2C content marketers who used videos in the last 12 months. Aided list; multiple responses permitted. B2C Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021
  • 19. 19 CONTENT CREATION & DISTRIBUTION In addition to using their organization’s website to distribute content in the last 12 months, more than 50% of B2C respondents used blogs, email newsletters, and email. Owned-Media Platforms B2C Marketers Used to Distribute Content in Last 12 Months 89% 68% 67% 56% 23% 22% 17% 17% 13% 5% 0 20 40 60 80 100 Their organization’s website Blog Email newsletter Email (other than newsletter) Microsite (e.g., resource center) Their organization’s branded online community Mobile app Online learning platform Digital magazine Other Base: B2C content marketers. Aided list; multiple responses permitted. B2C Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021
  • 20. 20 CONTENT CREATION & DISTRIBUTION 43% of B2C respondents used media/public relations to distribute content in the last 12 months. Organic (Nonpaid) Platforms B2C Marketers Used to Distribute Content in Last 12 Months 43% 38% 33% 29% 28% 27% 16% 14% 16% 0 10 20 30 40 50 Media/public relations Speaking/presenting at events Guest posts/articles in third-party publications Influencer partnerships Collaborative social spaces Guest spots SMS/text messages Listening platforms None of the above Base: B2C content marketers. Aided list; multiple responses permitted. B2C Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021
  • 21. 21 CONTENT CREATION & DISTRIBUTION Facebook is the organic social media platform that B2C content marketers used the most and the one they said produced the best results. Base: B2C content marketers. Aided list; multiple responses permitted. B2C Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021 Base: Content marketers who used the nonpaid social media platforms listed to distribute content in the last 12 months. B2C Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/ MarketingProfs, July 2021 Organic (Nonpaid) Social Media Platforms B2C Marketers Used to Distribute Content in Last 12 Months 88% 78% 74% 60% 55% 24% 13% 0 20 40 60 80 100 Facebook LinkedIn Instagram Twitter YouTube Pinterest TikTok B2C Organic (Nonpaid) Social Media Platforms That Produced Best Results in Last 12 Months (Top 4) 63% 53% 39% 24% 0 20 40 60 80 Facebook LinkedIn Instagram YouTube Other nonpaid social media platforms used in last 12 months: Medium (7%), Quora (4%), Reddit (4%), Snapchat (4%), Twitter Spaces (2%), and Other (3%).
  • 22. 22 CONTENT CREATION & DISTRIBUTION Among the B2C marketers who used paid content distribution channels: • 43% said their organization increased spending on paid distribution in the last 12 months • 80% used social media advertising/promoted posts. Do You Use Paid Methods to Promote Content? 22% 78% ■ Yes ■ No Over the Last 12 Months, How Has Your Spending on Paid Content Distribution Channels Evolved? 31% 14% 11% 43% ■ Increased ■ Stayed the same ■ Decreased ■ Unsure Base: B2C content marketers who use paid channels. Aided list; multiple responses permitted. B2C Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/ MarketingProfs, July 2021 Paid Content Distribution Channels B2C Marketers Used in Last 12 Months 80% 66% 39% 36% 24% 5% 0 20 40 60 80 Social media advertising/promoted posts Search engine marketing (SEM)/pay-per-click Sponsorships (e.g., events, booths, workshops) Native advertising/sponsored content (not including social media platforms) Partner emails promoting our content Other
  • 23. 23 CONTENT CREATION & DISTRIBUTION Among the B2C marketers who used paid social media platforms, the majority chose Facebook (91%) and Instagram (59%). Respondents said Facebook produced the best results. Base: B2C content marketers who used social media platforms for paid content promotion in the last 12 months. Aided list; multiple responses permitted. B2C Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/ MarketingProfs, July 2021 Base: B2C content marketers who used the social media platforms listed for paid content promotion in the last 12 months. Multiple responses permitted. B2C Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/ MarketingProfs, July 2021 Paid Social Media Platforms B2C Content Marketers Used in Last 12 Months (Top 4) 91% 59% 27% 43% 0 20 40 60 80 100 Facebook Instagram LinkedIn YouTube B2C Paid Social Media Platforms That Produced Best Results in Last 12 Months (Top 4) 70% 57% 39% 32% 0 20 40 60 80 Facebook LinkedIn Instagram YouTube
  • 24. 24
  • 25. 25 METRICS & GOALS 74% of B2C respondents said their organization measures content performance. Among those, 67% said website engagement provided the most insight into performance. Does Your B2C Organization Use Metrics to Measure Content Performance? 16% 74% 10% ■ Yes ■ No ■ Unsure B2C Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021 Base: B2C content marketers who measure content performance. Aided list; multiple responses permitted. B2C Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021 Metrics That Have Provided Most Insight Into B2C Content Performance in Last 12 Months 67% 65% 63% 62% 58% 41% 36% 31% 30% 26% 1% 0 20 40 60 80 Website engagement Conversions Email engagement Website traffic Social media analytics Search rankings Quality of leads Email subscriber numbers Cost to acquire a lead, subscriber, and/or customer Quantity of leads Other
  • 26. 26 METRICS & GOALS Among the 74% of respondents who measured content performance, 36% indicated they were doing an excellent or very good job. How B2C Marketers Characterize Their Teams’ Ability to Demonstrate Content Marketing ROI 48% 26% 12% 10% 3% 1% ■ Excellent ■ Very good ■ Average ■ Below average ■ Poor ■ Unsure Base: B2C content marketers who measure content performance. Aided list. B2C Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021 Excellent — We have measurement data showing ROI on overall content marketing approach. Very good — We have measurement data showing ROI on at least one content marketing initiative with well-informed insights in other areas. Average — We have well-informed insights, but lack measurement data showing ROI. Below average — We have only speculative insights at this point. Poor — We have little insight into what works and what doesn’t.
  • 27. 27 METRICS & GOALS B2C marketers said the top three goals content marketing helps them achieve are creating brand awareness, building credibility/ trust, and educating the audience. Goals B2C Marketers Have Achieved by Using Content Marketing Successfully in Last 12 Months 80% 72% 68% 59% 47% 43% 40% 36% 35% 32% 2% 0 20 40 60 80 Create brand awareness Build credibility/trust Educate audience(s) Build loyalty with existing clients/customers Generate demand/leads Nurture subscribers/audiences/leads Generate sales/revenue Support the launch of a new product Build a subscribed audience Drive attendance to one or more in-person or virtual events None of the above Base: B2C content marketers. Aided list; multiple responses permitted. B2C Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021
  • 28. 28
  • 29. 29 BUDGETS & SPENDING 62% of B2C respondents said they had knowledge of their company’s content marketing budget. Do You Have Knowledge of Your Organization’s Budget/Budgeting Process for Content Marketing? 38% 62% ■ Yes ■ No Base: B2C content marketers. B2C Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021 Base:B2Ccontentmarketerswhoknowtheirorganizations’budget/budgetingprocessforcontentmarketing.Aidedlist. B2CContentMarketingBenchmarks,Insightsfor2022.ContentMarketingInstitute/MarketingProfs,July2021 Percentage of Total Marketing Budget Spent on B2C Content Marketing 4% 7% 14% 15% 27% 15% 15% 3% 0 20 40 60 100% 75%-99% 50%-74% 25%-49% 10%-24% 5%-9% 1%-4% 0%
  • 30. 30 BUDGETS & SPENDING 61% of B2C respondents said their 2022 content marketing budget would exceed their 2021 budget. How 2021 B2C Content Marketing Budget Compares with 2020 42% 15% 3% 40% ■ Increased ■ Stayed the same ■ Decreased ■ Unsure How B2C Content Marketing Budget Will Change in 2022 Compared with 2021 7% 2% 1% 19% 42% 29% ■ Increase more than 9% ■ Increase 1%-9% ■ Stay the same ■ Decrease 1%-9% ■ Decrease more than 9% ■ Unsure Base: B2C content marketers who know their organizations’ budget/budgeting process for content marketing. B2C Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/ MarketingProfs, July 2021 Base: B2C content marketers who know their organizations’ budget/budgeting process for content marketing. B2C Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/ MarketingProfs, July 2021
  • 31. 31 In a post-COVID-vaccine business environment, investment is expected to increase in in-person events (40%). Investment in hybrid events is expected to increase (33%) more so than stay the same (29%), even though 23% do not use hybrid events at all. Regarding digital events, many marketers appear to want to stay the course (40% say spending will stay the same), although 33% plan to increase spending. Increase Stay the same Decrease Will be a new area of investment Do not/will not use Digital/virtual events 33% 40% 13% 4% 10% In-person events 40% 30% 15% 3% 12% Hybrid events 33% 29% 6% 10% 23% Base: B2C content marketers who know their organizations’ budget/budgeting process for content marketing. B2C Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021 How B2C Organizations’ Investment Will Change in Following Areas Post-Vaccine BUDGETS & SPENDING
  • 32. 32
  • 33. 33 LOOKING FORWARD B2C Organizations’ Current Content Marketing Challenges 42% 41% 37% 36% 35% 32% 32% 30% 29% 26% 22% 15% 10% 7% 0 10 20 30 40 50 Creating content that appeals to different segments of customers Internal communication between teams/silos Creating valuable content instead of sales-oriented content Overcoming traditional marketing and sales mindset Differentiating our products/services from the competition Ability to be agile when change is needed Difficulty in reaching target audience(s) Consistency with messaging Accessing subject matter experts to create content Technology integration Accommodating for a long decision-making process Government/legal regulations The shift to virtual selling necessitated by working from home Other Base: B2C content marketers. Aided list; multiple responses permitted. B2C Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021 Respondents said their top two content marketing challenges were creating content that appeals to different segments of customers (42%) and internal communication between teams/silos (41%).
  • 34. 34 LOOKING FORWARD Content Marketing-Related Areas That Will Be Most Important to B2C Organizations in 2021/2022 64% 53% 48% 39% 24% 19% 17% 11% 6% 4% 0 20 40 60 80 Changes to SEO/search algorithms Changes to social media algorithms Data management/analytics Content marketing as a revenue center Voice/audio (e.g., social audio, voice search) Data privacy/regulations Artificial intelligence Content security (e.g., HTTPS encryption) Other None of the above Base: B2C content marketers. Aided list; multiple responses permitted. B2C Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021 Changes to SEO/search algorithms (64%), changes to social media algorithms (53%), and data management/analytics (48%) are top of mind for B2C marketers in 2021/2022.
  • 35. 35 LOOKING FORWARD Areas of B2C Content Marketing Investment in 2022 72% 51% 50% 48% 42% 38% 32% 31% 30% 30% 21% 21% 13% 6% 1% 2% 0 20 30 40 50 60 80 Video Paid media Owned-media assets Social media management/community building Events (digital, in-person, hybrid) Earned media User experience (UX) design Getting to know audiences better Content distribution Content marketing technologies Audio-related content Staffing/human resources Experiential campaigns Data privacy solutions Other None of the above Base: B2C content marketers. Aided list; multiple responses permitted. B2C Content Marketing Benchmarks, Insights for 2022. Content Marketing Institute/MarketingProfs, July 2021 B2C marketers indicated video would be a top content marketing area of investment by far: 72% predicted their organization would invest in video in 2022, followed by paid media (51%), owned-media assets (50%), and social media management/ community building (48%).
  • 36. 36 CLOSING THOUGHTS Our research points to transformational shifts to make content marketing an ever more important part of the integrated marketing mix. But what can go unnoticed are the dangers that lurk when we’re so close. There’s a wonderful scene in the movie “Indiana Jones and the Last Crusade” when the rich investor, Walter Donovan, is trying to convince Indy to go after the Holy Grail. He says, “We’re on the verge of completing a quest that began almost 2,000 years ago. We’re just one step away.” Indy responds, “That’s usually when the ground falls out from underneath your feet.” In business today, everyone creates content — from the web team to the marketing automation/demand gen executives, even front-line account representatives. It’s probably easier to count who DOESN’T create content-driven experiences for customers these days. But we must realize that this explosive trend is our quest. Our attempts to complete it require us to develop not just great content, but an operational strategy that supports all content. Without a strategy, an inconsistent voice and inability to measure success make our failure imminent. But don’t overcorrect and let the ground fall out from underneath you. When businesses create a content strategy, there is a tendency to limit the production of content and remove the voices of all front- line managers. We centralize the storytelling function, and not only centralize the creation of the voice but the expression of it as well. What happens? Increasingly we see companies creating much more consistent and customer-centric sets of content. They get their voice and story back. But unfortunately, they remove their best storytellers — the rest of the business — from telling it. And as a friend of mine who was cut from a huge Hollywood movie once told me, “It’s hard to be excited about a story that you were removed from telling.” My advice? A scalable, successful, and differentiating content marketing strategy will help you more easily create, manage, activate, and measure digital content. You will define success by how well the content marketing strategy empowers everybody on the front lines (sales, account reps, executives, and even accounting and legal) to tell your stories — and the best “next stories” — to your audience. A strategic content marketing operation isn’t the storyteller of the business. It enables everyone else to be the storytellers. Remember: It’s your story — don’t forget that you need everyone to tell it well. ACTION STEPS By Robert Rose, Chief Strategy Advisor, CMI
  • 37. 37 METHODOLOGY & DEMOGRAPHICS The 12th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report was produced by Content Marketing Institute (CMI) and MarketingProfs. The results are from CMI/MarketingProfs 12th Annual Content Marketing Survey. The online survey was emailed to a sample of marketers using lists from CMI and MarketingProfs. A total of 1,275 recipients from around the globe — representing a range of industries, functional areas, and company sizes — replied to the survey during July 2021. This report presents the findings from the 337 marketers who indicated that their company is either B2C or B2B+B2C and that they are a content marketer, involved with the content marketing function, and/or someone to whom content marketing reports. Most of the respondents are based in North America. Note: Use caution when comparing this report’s findings to past years, as our methodology changed slightly. For the last several years, one of our qualifying criteria was that the respondent’s company had used content marketing for at least one year. This year, we enabled respondents whose companies have not been using content marketing for at least one year to complete the survey. Find all CMI research at contentmarketinginstitute.com/research. 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 B2C Respondent Profile by Organization’s Content Marketing Maturity Level 27% 30% 27% 8% 8% ■ Sophisticated ■ Mature ■ Adolescent ■ Young ■ First steps Size of B2C Company (by Employees) B2C Job Function ■ ■ ■ ■ 29% 24% 25% 22% 31% 28% 23% 6% 3% 9% ■ Senior leadership (e.g., owner, CEO, CMO, VP, GM) ■ Content creation/content management ■ Marketing management ■ Marketing operations ■ Advertising/PR/communications management ■ Other Micro (1 to 9 employees) Small (10 to 99 employees) Medium (100 to 999 employees) Large (1,000+ employees)
  • 38. 38 Thanks to the survey participants, who made this research possible, and to everyone who helps disseminate these findings throughout the content marketing industry. About Content Marketing Institute Content Marketing Institute (CMI) exists to do one thing: advance the practice of content marketing through online education and in-person and digital events. We create and curate content experiences that teach marketers and creators from enterprise brands, small businesses, and agencies how to attract and retain customers through compelling, multichannel storytelling. Global brands turn to CMI for strategic consultation, training, and research. Organizations from around the world send teams to Content Marketing World, the largest content marketing-focused event, ContentTECH Summit, and CMI virtual events. Our community of 215,000+ content marketers shares camaraderie and conversation. CMI is organized by Informa Connect. To learn more, visit www.contentmarketinginstitute.com. About Informa Connect Informa Connect is a specialist in content-driven events and digital communities that allow professionals to meet, connect, learn, and share knowledge. We operate major branded events in Marketing, Global Finance, Life Sciences and Pharma, Construction and Real Estate, and in a number of other specialist markets and connect communities online year-round. About MarketingProfs MarketingProfs has been fueling the success of marketers at some of the world’s most iconic brands since 2000—first through webinars, newsletters, and other content; then world-class training; and best-in-class consulting services. The products and delivery have evolved, yet throughout we have been laser-focused on helping marketers and their teams set priorities, solve problems, and fuel business growth. We focus also on something equally important: Helping marketers do work they’re proud of. Learn why 700,000+ marketers rely on MarketingProfs as their partner in Marketing. Our clients speak for themselves. Find out how we can help you at MarketingProfs.com. ABOUT