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2CONTENTCONTENT
MARKETINGMARKETING
2017 Benchmarks, Budgets,
and Trends—North America
Welcome
This Year’s B2C Content Marketing
Top Performers At-A-Glance
SECTION1: Usage & Team Organization
SECTION2: Clarity, Commitment &
Overall Success
SECTION3: Content Marketing Strategy
SECTION4: Content Creation & Distribution
SECTION5:Goals & Metrics
SECTION6: Budgets & Spending
Methodology/Demographics
About
TABLE OF CONTENTS
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4
5
10
18
23
40
43
44
34
2
WELCOME
Greetings Marketers,
Welcome to B2C Content Marketing Benchmarks, Budgets, and Trends—North America. This is our
fifth year reporting on how B2C marketers approach content marketing. Earlier this fall, we released
our companion report on B2B marketing, now in its seventh year.
A lot has changed since we launched our first content marketing survey in 2010. This year, we
redesigned the survey to dig deeper into how marketers are operating in the maturing content
marketing industry. We were encouraged to see that 63% of B2C marketers report their organizations
are much more or somewhat more successful with content marketing than they were one year ago.
What about the B2C marketers who indicated their success was stagnant? The top two reasons
cited were strategy issues (lack of strategy, developing/adjusting strategy) and not enough time for
content marketing. In addition, only 52% agreed that their leadership team gives them ample time
to produce content marketing results.
The fact is, everything about content marketing takes time. It takes time to develop a strategy …
time to develop and distribute quality content … time to evaluate what’s working and what isn’t …
and time to see results. We hope these research insights will be helpful as you consider how much
time to invest in content marketing—and where to spend it—in the year ahead.
Yours in content,
Joe & Ann
Joe Pulizzi
Founder
Content Marketing Institute
Ann Handley
Chief Content Officer
MarketingProfs
3
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4
COMPARiSON CHART
Most Successful All Respondents Least Successful
Organization is clear on what an effective or
successful content marketing program looks like
80% 40% 13%
Organization is extremely/very committed to content marketing 90% 60% 37%
Describes organization’s content marketing maturity as sophisticated/mature 65% 30% 5%
Has a documented content marketing strategy 63% 40% 20%
Content marketing strategy is extremely/very effective 78% 35% 5%
Measures content marketing ROI 91% 75% 54%
Percentage of total marketing budget allocated to content marketing (average) 38% 26% 21%
Agrees that organization is realistic about what content marketing can achieve 90% 69% 52%
Always/frequently considers how their content impacts overall experience
a person has with their organization
90% 71% 50%
Always/frequently delivers content consistently 87% 61% 36%
Agrees that leadership gives ample time to produce results 75% 52% 38%
This Year’s B2C Content Marketing Top Performers
At-A-Glance
2017 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Chart term definitions: A top performer (aka, “most successful”) is one who characterizes his or her organization’s overall content marketing approach as extremely or very successful.
The “least successful” characterize their organization’s approach as minimally or not at all successful.
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5
USAGE&TEAM
ORGANIZATION
30% 49% 42%Are in the
sophisticated/
mature phase of
content marketing
maturity
Have small content
marketing teams
serving the entire
organization
Have experienced
management changes
that have had a
positive impact on
the organization’s
content marketing
USAGE&TEAM
ORGANIZATION
SPONSORED BY
B2C CONTENT MARKETING
6
USAGE & TEAM ORGANIZATION
2017 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Does your organization use content marketing?
Content marketing is defined as “a strategic
marketing approach focused on creating
and distributing valuable, relevant, and
consistent content to attract and retain a
clearly defined audience—and, ultimately, to
drive profitable customer action.”
Note: Of the 14% nonusers, 51% said they
plan to launch a content marketing effort
within 12 months; 46% had no immediate
plans to begin using content marketing; and
3% had used content marketing in the past
but stopped.
Base = B2C marketers.
86%
Yes
14%
No
Percentage of B2C Marketers
Using Content Marketing
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7
USAGE & TEAM ORGANIZATION
2017 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
How would you describe your organization’s
content marketing maturity level?
HowB2CMarketersAssessTheirOrganization’sContentMarketingMaturityLevel
SOPHISTICATED MATURE ADOLESCENT YOUNG FIRST STEPS
6% 24% 32% 22% 14%Providing accurate
measurement
to the business,
scaling across the
organization
Finding success,
yet challenged with
integration across the
organization
Have developed
a business case,
seeing early success,
becoming more
sophisticated with
measurement
and scaling
Growing pains,
challenged with
creating a cohesive
strategy and a
measurement plan
Doing some aspects
of content, but
have not yet begun
to make content
marketing a process
Base = Content marketers; aided list.
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8
USAGE & TEAM ORGANIZATION
2017 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
How is content marketing structured
within your organization?
B2C Content Marketing Organizational Structure
Centralized content marketing group
that works with multiple brands/product
lines throughout the organization
Each brand (product line/property)
has its own content marketing team
Both: A centralized group as well
as individual teams throughout
the organization
Small (or one-person) marketing/
content marketing team
serves the entire organization
Other
21%
8%
18%
49%
3%
Base = Content marketers; aided list.
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9
USAGE & TEAM ORGANIZATION
2017 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Has your organization undergone any management
and/or structural changes over the last 12 months that
have impacted your content marketing approach?
Base = Content marketers; aided list.
47%
9%42%
B2C Management Changes Impacting Content Marketing
Yes, had
a positive
impact
Yes, had
a negative
impact
No changes
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CLARITY,COMMITMENT
&OVERALLSUCCESS
60% 25% 63%Are extremely or
very committed to
content marketing
Are extremely or
very successful
with their overall
approach to
content marketing
Are much more or
somewhat more
successful with
content marketing
than they were one
year ago
SPONSORED BY
B2C CONTENT MARKETING
11
CLARITY, COMMITMENT & OVERALL SUCCESS
2017 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
In your organization, is it clear what an effective or
successful content marketing program looks like?
Base = Content marketers; aided list.
26%
33%
40%
Percentage of B2C Marketers Whose Organizations
Have Clarity on Content Marketing Success
Yes
No
Unsure
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CLARITY, COMMITMENT & OVERALL SUCCESS
2017 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
How would you describe your organization’s
commitment level to content marketing?
Base = Content marketers; aided list.
31%
7%
1%
42%
18%
B2C Organizations’ Commitment to Content Marketing
Extremely
Committed
Very Committed
Somewhat
CommittedNot Very
Committed
Not At All
Committed
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13
2017 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
CLARITY, COMMITMENT & OVERALL SUCCESS
How would you characterize the success
of your organization’s current overall
content marketing approach?
Base = Content marketers; aided list.
Note: The survey defined success as
achieving your organization’s desired/
targeted results. This report defines the
Top 2 respondents (extremely/very) as
“most successful” or “top performers,”
and the Bottom 2 (minimally/not at all)
as “least successful.”
45%
27%3%
21%
4%
How B2C Marketers Rate the Success of Their
Organizations’ Overall Content Marketing Approach
Extremely
Successful
Very
Successful
Moderately
Successful
Minimally
Successful
Not At All
Successful
SPONSORED BY
14
2017 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
CLARITY, COMMITMENT & OVERALL SUCCESS
How does the success of your organization’s
current overall content marketing approach
compare with one year ago?
Base = Content marketers; aided list.
How B2C Marketers Rate Their Organization’s
Content Marketing Approach Compared
With One Year Ago
18%
45%
23%
4%
1%
9%
Much More
Successful
Somewhat
More
Successful
About the
Same as
One Year
Ago
Somewhat
Less
Successful
Much Less
Successful
Does Not
Apply
(program less than
one year old)
SPONSORED BY
15
2017 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
CLARITY, COMMITMENT & OVERALL SUCCESS
To what factors do you attribute your
organization’s increase in overall success?
Base=Contentmarketerswhosaidtheirorganizations’contentmarketingsuccessismuch/
somewhatmoresuccessfulthanoneyearago.Aidedlist;multipleresponsespermitted.
Other reasons cited: More
Budget for Content Marketing
(29%), Content Marketing
Technologies/Tools (27%),
Content Marketing Training/
Education (26%), We Have Given
Our Efforts Time to Bear Fruit
and Are Now Getting Results
(21%), Changes in Our Target
Audience(s) (12%), Assistance
of Outside Expertise (11%), and
Other (4%).
Factors Contributing to B2C Marketers’
Increased Success Over the Last Year
77%
71%
54%
49%
Content Creation (higher
quality, more efficient)
Strategy (development
or adjustment)
Content Marketing Has
Become a Greater Priority
Spending More Time on
Content Marketing
Content Distribution (better
targeting, identification
of what works)
Management/HR (organizational
changes, staffing, new content
marketing roles)
Content Measurement
(growing in ability to
show results)
53%
43%
41%
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16
2017 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
CLARITY, COMMITMENT & OVERALL SUCCESS
To what factors do you attribute your organization’s
stagnancy in success with content marketing?
Base = Content marketers who said their organizations’ content marketing success is
about the same as one year ago. Aided list; multiple responses permitted.
Other reasons cited: Other reasons cited:
Content Marketing Technologies/Tools [lack of,
or new systems that require a learning curve]
(21%), Lack of Content Marketing Training/
Education (20%), Our Program Hasn’t Had
Enough Time to Bear Fruit/Produce Results
(19%), Lack of Adequate or Effective Content
Distribution (18%), Changes in Our Target
Audience(s) (6%), and Other (8%).
Factors Contributing to B2C Marketers’
Stagnant Success Over the Last Year
49%
Not Enough Time Devoted
to Content Marketing
Content-Creation
Challenges
Strategy Issues (lack of strategy,
developing/adjusting strategy)
Management/HR
(organizational changes,
staffing issues)
Content Marketing Budget
Issues (inadequate budget,
budget cuts)
Content Marketing Not
Prioritized Highly Enough
Content Measurement
Challenges
48%
37%
32%
28%
28%
25%
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Note: Due to the low percentage of marketers who said
their organization’s overall content marketing success
is somewhat or much less successful compared with
one year ago, this report does not include a chart for
“Factors Contributing to B2C Marketers’ Decreased
Success Over the Last Year.”
17
CLARITY, COMMITMENT & OVERALL SUCCESS
2017 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Indicate your level of agreement with the following statements
concerning content marketing in your organization.
Base = Content marketers; aided list.
B2C Marketers’ Opinions About Content Marketing
86% 8% 6%
80% 13% 7%
73% 16% 11%
71% 13% 16%
69% 17% 14%
69% 16% 15%
64% 19% 17%
52% 26% 22%
Content marketing is an important component
of our organization’s marketing program
Our organization is focused on providing an
overall exceptional experience for our audience
Our organization is focused more on building
long-term relationships than on getting quick
(campaign-like) results from our content marketing
Our organization values creativity and
craft in content creation and production
Our organization is focused on building
audiences (building one or more subscriber bases)
Our organization has realistic expectations
about what content marketing can achieve
We are able to respond quickly when necessary
to adjust our content marketing strategy
Our leadership team gives us ample time to
produce content marketing results
■ Agree ■ Neither Agree Nor Disagree ■ Disagree
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CONTENTMARKETING
STRATEGY
40%Have a
documented
content marketing
strategy
76% 35%Say their strategy
includes a plan to
operate content
marketing as an
ongoing business
process, not
simply a campaign
Say their strategy
is extremely or very
effective at helping
their organization
achieve its current
content marketing
goals
SPONSORED BY
B2C CONTENT MARKETING
19
CONTENT MARKETING STRATEGY
2017 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Does your organization have a
content marketing strategy?
Base = Content marketers; aided list.
34%
3%
40%
23%
Percentage of B2C Marketers Who Have
a Content Marketing Strategy
Yes, and it is
documented
No, with no plans
to have one within
12 months
Yes, but it is not
documented
No, but plan to have
one within 12 months
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20
CONTENT MARKETING STRATEGY
2017 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Which of the following elements are included in
your content marketing strategy?
Base = Content marketers who have a content marketing strategy.
Aided list; multiple responses permitted.
Elements B2C Marketers Include
in Their Content Marketing Strategy
76%
A plan to operate content marketing
as an ongoing business process,
not simply a campaign
Content mission and a differentiated
story/value to deliver
Deep understanding of
audience personas
A process to align with other sales/
marketing/loyalty initiatives
Well-defined business goals for content
A measurement plan to provide both
insight and progress toward
the business goals
The ability to scale over time (i.e., to grow
along with your organization)
Other elements
Unsure
58%
57%
56%
55%
51%
37%
18%
3%
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21
CONTENT MARKETING STRATEGY
2017 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
How effective is your content marketing strategy
at helping your organization achieve its current
content marketing goals?
Base = Content marketers who have a content marketing strategy; aided list.
53%
12%0%
28%
7%
How B2C Marketers Rate the Effectiveness
of Their Content Marketing Strategy
Extremely
Effective
Very
Effective
Moderately
Effective
Minimally
Effective
Not At All
Effective
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22
CONTENT MARKETING STRATEGY
2017 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
How effective is your content marketing strategy
compared with one year ago?
Base = Content marketers who have a content marketing strategy; aided list.
How B2C Marketers Rate the Effectiveness of Their
Content Marketing Strategy Compared With One Year Ago
24%
46%
19%
3%
1%
6%
Much More
Effective
Somewhat
More
Effective
About the
Same as
One Year
Ago
Somewhat
Less
Effective
Much Less
Effective
Does Not
Apply
(content marketing
strategy is less than
one year old)
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23
CONTENTCREATION
&DISTRIBUTION
71% 70% 69%Always/frequently
prioritize
delivering content
quality over
quantity
Always/frequently
consider how
their content
impacts the
overall experience
a person has with
their organization
Always/frequently
focus on creating
content for their
audience versus
their brand
SPONSORED BY
B2C CONTENT MARKETING
24
CONTENT CREATION & DISTRIBUTION
2017 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Which content marketing tools does your
organization currently use?
Base = Content marketers. Aided list; multiple responses permitted.
Fewer than 50% of
respondents said they use
the following tools: Buyer
Personas (40%), Media Plan/
Paid Advertising Calendar
(39%), Measurement KPIs/
Dashboard (39%), Marketing
Automation Software (27%),
Editorial Mission Statement
(23%), Content Collaboration/
Workflow Software (15%),
Content Distribution
Software (13%), Digital Asset
Management (DAM) System/
File Storage (13%), Content
Planning/Creation Software
(11%), and Other (6%).
B2C Marketers’ Content Marketing Tool Usage
78%
Social Media Guidelines
Brand Style/Tone of Voice Guidelines
Social Media Calendar
Content Management System
Editorial Calendar
Dedicated Email Platform
Analytics Tools
68%
63%
55%
55%
53%
52%
:
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25
2017 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
CONTENT CREATION & DISTRIBUTION
Which techniques does your organization use to
gain knowledge about its target audience(s)?
Base = Content marketers. Aided list; multiple responses permitted.
Fewer than 40% of
respondents said they use
the following techniques:
Database Analysis (35%),
Secondary Data Analysis
(35%), Quantitative Primary
Research (33%), Qualitative
Primary Research (30%),
Auditing Existing Buyer Data
(27%), Usability Testing (18%),
Expert Advisory Boards (12%),
and Other (3%). 4% said they
do not use techniques.
Techniques B2C Marketers Use
to Learn About Audience(s)
59%
A/B Testing
Customer Feedback/Panels
Social Listening
Competitive Analysis
Employee Feedback
Keyword Research
Website Analysis
54%
54%
50%
49%
47%
45%
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26
CONTENT CREATION & DISTRIBUTION
2017 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Compared with 2016, do you expect your
organization to produce more, the same amount,
or less original content in 2017?
Base = Content marketers; aided list.
21%
2%
3%
73%
Expected Change in B2C Content Creation
(2016 vs. 2017)
More
Same
AmountLess
Unsure
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27
CONTENT CREATION & DISTRIBUTION
2017 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Which content marketing tactics does
your organization use?
Base = Content marketers. Aided list; multiple responses permitted.
Fewer than 40% of
respondents said they
use the following tactics:
Ebooks/White Papers (35%),
Interactive Tools (31%),
Online Presentations (31%),
Webinars/Webcasts (31%),
Print Magazines (22%),
Mobile Apps (21%), Video
[live-streaming media]
(16%), Books (16%), Digital
Magazines (15%), Print
Newsletters (14%), Research
Reports (14%), Podcasts
(10%), Separate Content Hubs
(10%), Virtual Conferences
(6%), and Other (13%).
B2C Marketers’ Content Marketing Tactic Usage
85%
Infographics
Video (pre-produced)
Illustrations/Photos
In-Person Events
Email Newsletters
Blogs
Social Media Content
75%
75%
59%
48%
45%
60%
Average
Number
Used:
7
SPONSORED BY
28
CONTENT CREATION & DISTRIBUTION
2017 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Which content marketing tactics that your
organization uses will be most critical to its overall
content marketing success in 2017?
Base = Content marketers who use the tactics shown; multiple responses permitted.
Fewer than 20% of respondents
whose organizations use the
following tactics said the tactic
will be critical to overall content
marketing success in 2017:
Ebooks/White Papers (17%),
Infographics (15%), Illustrations/
Photos (14%), Webinars/Webcasts
(14%), Interactive Tools (12%),
Online Presentations (10%), Mobile
Apps (10%), Video [live-streaming
media] (8%), Books (5%), Research
Reports (5%), Print Magazines
(5%), Digital Magazines (4%),
Podcasts (4%), Separate Content
Hubs (4%), Print Newsletters (3%),
Virtual Conferences (3%), and
Other (7%).
Tactics Used That B2C Marketers Say Will be
Most Critical to Content Marketing Success in 2017
58%
Video (pre-produced)
In-Person Events
Email Newsletters
Blogs
Social Media Content
51%
43%
27%
34%
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29
CONTENT CREATION & DISTRIBUTION
2017 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
How often do you take the following concepts into
account while creating content for your organization?
Base: Content marketers; aided list.
How Often B2C Marketers Consider
Various Concepts While Creating Content
71% 21% 8%
70% 24% 6%
69% 23% 8%
63% 27% 10%
61% 27% 12%
60% 28% 12%
56% 32% 12%
Prioritize delivering content
quality over content quantity
Consider how our content impacts the overall
experience a person has with our organization
Differentiate our content from our competition’s
Focus on creating content for our
audience versus our brand
Deliver content consistently
Craft content based on specific
points of the buyer’s journey
Prioritize providing the right content
to the right person at the right time
■ Always/Frequently ■ Sometimes ■ Rarely/Never
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30
CONTENT CREATION & DISTRIBUTION
2017 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Which channels does your organization use
to distribute content?
Base = Content marketers. Aided list; multiple responses permitted.
Fewer than 15% of
respondents said they use
the following channels:
Snapchat (11%), SlideShare
(10%), Tumblr (8%), iTunes
(5%), Medium (5%), and
Other (15%).
Channels B2C Marketers Use to Distribute Content
89%
Instagram
Pinterest
Print
Google+
YouTube
Facebook
Twitter
LinkedIn
Email
89%
73%
65%
47%
39%
37%
31%
66%
Average
Number
Used:
6
SPONSORED BY
31
CONTENT CREATION & DISTRIBUTION
2017 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
How important is each channel your organization
uses to its overall content marketing success?
Base = Content marketers who use the channels shown; multiple responses permitted.
Note: Percentages comprise
marketers who rated each
channel a 4 or 5 on a 5-point
scale where 5 = Extremely
Important and 1 = Not At All
Important. Importance ratings
for Snapchat, SlideShare,
Tumblr, iTunes, and Medium
are not reported due to low
incidence of use.
Channels B2C Marketers Use to Distribute Content
Rated by Importance to Overall Content Marketing Success
91%
Facebook
Instagram
Google+
YouTube
Twitter
Pinterest
LinkedIn
Email
Print
68%
62%
57%
57%
55%
42%
29%
60%
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32
CONTENT CREATION & DISTRIBUTION
2017 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Which paid methods of content promotion does your
organization use in its content marketing efforts?
Base = Content marketers. Aided list; multiple responses permitted.
Paid Methods B2C Marketers Use to Promote Content
89%
Traditional Online Banner Ads
Native Advertising
Do Not Use
Print or Other Offline Promotion
Search Engine Marketing
Social Promotion
76%
68%
50%
29%
7%
60%
Average
Number
Used:
4
Content Discovery Tools
SPONSORED BY
33
CONTENT CREATION & DISTRIBUTION
2017 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
How effective are the paid methods of content
promotion that your organization uses?
Base = Content marketers who use the paid methods shown; multiple responses permitted.
Note: Percentages comprise
marketers who rated each paid
method a 4 or 5 on a 5-point scale
where 5 = Extremely Effective
and 1 = Not At All Effective. The
survey defined effectiveness
as accomplishing your content
marketing objectives.
Paid Methods B2C Marketers Use to
Promote Content Rated by Effectiveness
Print or Other Offline Promotion
Native Advertising
Traditional Online Banner Ads
Content Discovery Tools
Social Promotion
Search Engine Marketing
66%
65%
38%
37%
34%
42%
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34
GOALS&METRICS
74% 73% 78%Will focus on brand
awareness as a
content marketing
goal over the next
12 months
Use website traffic
to measure how
well their content
marketing is
producing results
Can demonstrate how
content marketing
has increased
audience engagement
SPONSORED BY
B2C CONTENT MARKETING
35
GOALS & METRICS
2017 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Which content marketing goals will your
organization focus on over the next 12 months?
Base: Content marketers. Aided list; multiple responses permitted.
Fewer than 50% of respondents
cited the following goals:
Customer Evangelism/Creating
Brand Advocates (46%), Lead
Nurturing (45%), Upsell/Cross-Sell
(30%), Cost Savings (22%), and
Other (3%).
Organizational Goals for B2C Content Marketing
Over Next 12 Months
Customer Rention/Loyalty
Building an Audience via
Subscription Growth
Engagement
Sales
Brand Awareness
Lead Generation
74%
71%
63%
53%
50%
66%
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36
GOALS & METRICS
2017 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Which metrics does your organization use
to determine how well its content marketing
is producing results?
Base = Content marketers. Aided list; multiple responses permitted.
Fewer than 40% of respondents
said they use the following
metrics: Qualitative Feedback from
Customers (38%), Sales Lead Quality
(37%), Sales Lead Quantity (32%),
Inbound Links (29%), Customer
Renewal Rates (27%), Data Capture
(26%), Purchase Intent (21%), Brand
Lift (21%), and Other (6%). 5% said
they do not use metrics.
B2C Marketers’ Content Marketing Metrics Usage
SEO Ranking
Sales
Subscriber/Community Growth
Social Media Sharing
Time Spent on Website
Higher Conversion Rates
Website Traffic 73%
66%
53%
53%
50%
50%
43%
SPONSORED BY
37
GOALS & METRICS
2017 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Which metrics that your organization uses provide truly
measurable results of your content marketing efforts?
Base = Content marketers who use the metrics shown; multiple responses permitted.
Fewer than 20% of respondents whose
organizations use the following metrics
said the metric provides truly measurable
results of their content marketing efforts:
Customer Renewal Rates (16%), Sales
Lead Quantity (16%), Qualitative Feedback
from Customers (14%), Data Capture
(10%), Inbound Links (7%), Brand Lift (6%),
Purchase Intent (5%), and Other (2%).
5% said none of the metrics they use provide
truly measurable results.
Metrics Used That B2C Marketers Say Provide
Truly Measurable Results of Content Marketing Efforts
SEO Ranking
Social Media Sharing
Sales
Time Spent on Website
Higher Conversion Rates
Sales Lead Quality
Website Traffic 44%
35%
32%
29%
25%
25%
23%
21%
Subscriber/Community Growth
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38
GOALS & METRICS
2017 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
At which phases of the buyer’s journey does your
organization measure content marketing ROI?
Base = Content marketers. Aided list; multiple responses permitted.
Phases of Buyer’s Journey Where B2C Marketers
Measure Content Marketing ROI
Top-of-funnel
• Lead generation
• Building an audience
Mid-funnel
• Developing relationships with
qualified leads and existing customers
Bottom-of-funnel
• Conversions
• Sales
Post-sales
• Retention
• Upsell/Cross-Sell
• Loyalty
• Evangelism
Do not measure
content marketing ROI
39%
37%
45%
29%
25%
SPONSORED BY
39
GOALS & METRICS
2017 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Indicate your level of agreement with each statement
concerning the content marketing metrics
used in your organization.
Base = Content marketers who use metrics to determine content marketing results; aided list.
B2C Marketers’ Metrics Agreement Statements
78% 15% 7%
67% 21% 12%
63% 23% 14%
36% 40% 24%
I/my team can demonstrate how content marketing has…
Increased audience
engagement
Increased our sales
Increased our
number of leads
Decreased our cost of
customer acquisition
■ Agree ■ Neither Agree Nor Disagree ■ Disagree
SPONSORED BY
40
BUDGETS&SPENDING
26% 42% 39%Is the average
proportion of total
marketing budget
that is spent on
content marketing
Plan to increase
their content
marketing
spending over the
next 12 months
Plan to keep their
content marketing
spending around the
same level over the
next 12 months
SPONSORED BY
B2C CONTENT MARKETING
41
BUDGETS & SPENDING
2017 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Approximately what percentage of your organization’s
total marketing budget (not including staff)
is spent on content marketing?
Base = Content marketers; aided list.
Percentage of Total Marketing Budget Spent
on B2C Content Marketing
2%
3%
8%
12%
17%
25%
2%
100% 75-99% 50-74% 25-49% 10-24% 1-9% 0% Unsure
31%
Average:
26%
SPONSORED BY
42
BUDGETS & SPENDING
2017 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
How do you expect your organization’s content
marketing budget to change in the next 12 months?
Base = Content marketers; aided list.
39%
2%
17%
42%
B2C Content Marketing Spending
(Over Next 12 Months)
Increase
Remain
the Same
Decrease
Unsure
SPONSORED BY
43
METHODOLOGY/DEMOGRAPHICS
2017 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
B2CContentMarketing:2017Benchmarks,Budgets,andTrends—NorthAmerica was produced by Content Marketing Institute and MarketingProfs
and sponsored by Hightail.
The seventh annual Content Marketing Survey, from which the results of this report were generated, was mailed electronically to a sample of marketers
using lists from Content Marketing Institute, MarketingProfs, The Association for Data-driven Marketing & Advertising (ADMA), and WTWH Media.
A total of 2,562 recipients from around the globe—representing a full range of industries, functional areas, and company sizes—completed the survey
during July and August 2016. This report presents the findings from the 480 respondents who indicated their organizations primarily sell products/
services to consumers (B2C) [31%] or to both consumers and businesses (B2C+B2B) [69%] in North America.
Industry
Classification
Size of Company
(by Employees)
Job Title/
Function
28%
22%
23%
27%
■ Small (10-99 Employees)
■ Micro(Fewerthan10Employees)
■ Midsize (100-999 Employees)
■ Large (1,000+ Employees)
■ Agency (Advertising, Digital Marketing,
Content Marketing, PR, Marcom)
■ Retail Trade/Distribution
■ Banking/Accounting/Financial
■ Consulting
■ Healthcare/Medical/Pharmaceuticals
■ Manufacturing
■ Technology
■ Other
38%
21%
7%
16%
7%
6%5%
■ Marketing/Advertising/
Communications/PR Management
■ Corporate Management
(Owner/President, CEO, CMO)
■ Content Creation/Management
■ Marketing – Staff/Support
■ General Management (GM, VP)
■ Consultant
■ Other
14%
6% 6%
6%
6%
8%
43%
11%
n = 480
n = 480
n = 411 respondents who indicated their
organization uses content marketing.
SPONSORED BY
44
ABOUT
Content Marketing Institute and MarketingProfs thank all the survey respondents and the
distribution partners who made this survey possible.
About Content Marketing Institute (CMI)
Content Marketing Institute is the leading global content marketing education and training organization, teaching enterprise brands how
to attract and retain customers through compelling, multichannel storytelling. CMI’s Content Marketing World event, the largest content
marketing-focused event, is held every September in Cleveland, Ohio, USA, and the Intelligent Content Conference event is held every spring.
CMI publishes the bi-monthly magazine Chief Content Officer, and provides strategic consulting and content marketing research for some of
the best-known brands in the world. Watch this video to learn more about CMI, a UBM company. To view all research and to subscribe to our
emails, visit www.contentmarketinginstitute.com.
About MarketingProfs
MarketingProfs offers real-world education for modern marketers. More than 600,000 marketing professionals worldwide rely on our free
daily publications, virtual conferences, MarketingProfs University, and more to stay up to date on the most important trends and tactics in
marketing—and how to apply them to their businesses. Visit MarketingProfs.com for more information.
About Hightail
Hightail is how marketers and their creative teams review, improve, and approve great content. Teams easily share and discuss images, videos,
infographics, presentations, and other visual files in one place, streamlining creative collaboration and getting their best work in front of
audiences faster. Based in Campbell, CA, Hightail serves more than 50 million creative collaborators worldwide. #createbetter with
http://www.hightail.com
SPONSORED BY

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2017 B2C Content Marketing Benchmarks, Budgets, and Trends

  • 2. Welcome This Year’s B2C Content Marketing Top Performers At-A-Glance SECTION1: Usage & Team Organization SECTION2: Clarity, Commitment & Overall Success SECTION3: Content Marketing Strategy SECTION4: Content Creation & Distribution SECTION5:Goals & Metrics SECTION6: Budgets & Spending Methodology/Demographics About TABLE OF CONTENTS SPONSORED BY 3 4 5 10 18 23 40 43 44 34 2
  • 3. WELCOME Greetings Marketers, Welcome to B2C Content Marketing Benchmarks, Budgets, and Trends—North America. This is our fifth year reporting on how B2C marketers approach content marketing. Earlier this fall, we released our companion report on B2B marketing, now in its seventh year. A lot has changed since we launched our first content marketing survey in 2010. This year, we redesigned the survey to dig deeper into how marketers are operating in the maturing content marketing industry. We were encouraged to see that 63% of B2C marketers report their organizations are much more or somewhat more successful with content marketing than they were one year ago. What about the B2C marketers who indicated their success was stagnant? The top two reasons cited were strategy issues (lack of strategy, developing/adjusting strategy) and not enough time for content marketing. In addition, only 52% agreed that their leadership team gives them ample time to produce content marketing results. The fact is, everything about content marketing takes time. It takes time to develop a strategy … time to develop and distribute quality content … time to evaluate what’s working and what isn’t … and time to see results. We hope these research insights will be helpful as you consider how much time to invest in content marketing—and where to spend it—in the year ahead. Yours in content, Joe & Ann Joe Pulizzi Founder Content Marketing Institute Ann Handley Chief Content Officer MarketingProfs 3 SPONSORED BY
  • 4. 4 COMPARiSON CHART Most Successful All Respondents Least Successful Organization is clear on what an effective or successful content marketing program looks like 80% 40% 13% Organization is extremely/very committed to content marketing 90% 60% 37% Describes organization’s content marketing maturity as sophisticated/mature 65% 30% 5% Has a documented content marketing strategy 63% 40% 20% Content marketing strategy is extremely/very effective 78% 35% 5% Measures content marketing ROI 91% 75% 54% Percentage of total marketing budget allocated to content marketing (average) 38% 26% 21% Agrees that organization is realistic about what content marketing can achieve 90% 69% 52% Always/frequently considers how their content impacts overall experience a person has with their organization 90% 71% 50% Always/frequently delivers content consistently 87% 61% 36% Agrees that leadership gives ample time to produce results 75% 52% 38% This Year’s B2C Content Marketing Top Performers At-A-Glance 2017 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Chart term definitions: A top performer (aka, “most successful”) is one who characterizes his or her organization’s overall content marketing approach as extremely or very successful. The “least successful” characterize their organization’s approach as minimally or not at all successful. SPONSORED BY
  • 5. 5 USAGE&TEAM ORGANIZATION 30% 49% 42%Are in the sophisticated/ mature phase of content marketing maturity Have small content marketing teams serving the entire organization Have experienced management changes that have had a positive impact on the organization’s content marketing USAGE&TEAM ORGANIZATION SPONSORED BY B2C CONTENT MARKETING
  • 6. 6 USAGE & TEAM ORGANIZATION 2017 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Does your organization use content marketing? Content marketing is defined as “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience—and, ultimately, to drive profitable customer action.” Note: Of the 14% nonusers, 51% said they plan to launch a content marketing effort within 12 months; 46% had no immediate plans to begin using content marketing; and 3% had used content marketing in the past but stopped. Base = B2C marketers. 86% Yes 14% No Percentage of B2C Marketers Using Content Marketing SPONSORED BY
  • 7. 7 USAGE & TEAM ORGANIZATION 2017 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs How would you describe your organization’s content marketing maturity level? HowB2CMarketersAssessTheirOrganization’sContentMarketingMaturityLevel SOPHISTICATED MATURE ADOLESCENT YOUNG FIRST STEPS 6% 24% 32% 22% 14%Providing accurate measurement to the business, scaling across the organization Finding success, yet challenged with integration across the organization Have developed a business case, seeing early success, becoming more sophisticated with measurement and scaling Growing pains, challenged with creating a cohesive strategy and a measurement plan Doing some aspects of content, but have not yet begun to make content marketing a process Base = Content marketers; aided list. SPONSORED BY
  • 8. 8 USAGE & TEAM ORGANIZATION 2017 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs How is content marketing structured within your organization? B2C Content Marketing Organizational Structure Centralized content marketing group that works with multiple brands/product lines throughout the organization Each brand (product line/property) has its own content marketing team Both: A centralized group as well as individual teams throughout the organization Small (or one-person) marketing/ content marketing team serves the entire organization Other 21% 8% 18% 49% 3% Base = Content marketers; aided list. SPONSORED BY
  • 9. 9 USAGE & TEAM ORGANIZATION 2017 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Has your organization undergone any management and/or structural changes over the last 12 months that have impacted your content marketing approach? Base = Content marketers; aided list. 47% 9%42% B2C Management Changes Impacting Content Marketing Yes, had a positive impact Yes, had a negative impact No changes SPONSORED BY
  • 10. 10 CLARITY,COMMITMENT &OVERALLSUCCESS 60% 25% 63%Are extremely or very committed to content marketing Are extremely or very successful with their overall approach to content marketing Are much more or somewhat more successful with content marketing than they were one year ago SPONSORED BY B2C CONTENT MARKETING
  • 11. 11 CLARITY, COMMITMENT & OVERALL SUCCESS 2017 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs In your organization, is it clear what an effective or successful content marketing program looks like? Base = Content marketers; aided list. 26% 33% 40% Percentage of B2C Marketers Whose Organizations Have Clarity on Content Marketing Success Yes No Unsure SPONSORED BY
  • 12. 12 CLARITY, COMMITMENT & OVERALL SUCCESS 2017 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs How would you describe your organization’s commitment level to content marketing? Base = Content marketers; aided list. 31% 7% 1% 42% 18% B2C Organizations’ Commitment to Content Marketing Extremely Committed Very Committed Somewhat CommittedNot Very Committed Not At All Committed SPONSORED BY
  • 13. 13 2017 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs CLARITY, COMMITMENT & OVERALL SUCCESS How would you characterize the success of your organization’s current overall content marketing approach? Base = Content marketers; aided list. Note: The survey defined success as achieving your organization’s desired/ targeted results. This report defines the Top 2 respondents (extremely/very) as “most successful” or “top performers,” and the Bottom 2 (minimally/not at all) as “least successful.” 45% 27%3% 21% 4% How B2C Marketers Rate the Success of Their Organizations’ Overall Content Marketing Approach Extremely Successful Very Successful Moderately Successful Minimally Successful Not At All Successful SPONSORED BY
  • 14. 14 2017 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs CLARITY, COMMITMENT & OVERALL SUCCESS How does the success of your organization’s current overall content marketing approach compare with one year ago? Base = Content marketers; aided list. How B2C Marketers Rate Their Organization’s Content Marketing Approach Compared With One Year Ago 18% 45% 23% 4% 1% 9% Much More Successful Somewhat More Successful About the Same as One Year Ago Somewhat Less Successful Much Less Successful Does Not Apply (program less than one year old) SPONSORED BY
  • 15. 15 2017 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs CLARITY, COMMITMENT & OVERALL SUCCESS To what factors do you attribute your organization’s increase in overall success? Base=Contentmarketerswhosaidtheirorganizations’contentmarketingsuccessismuch/ somewhatmoresuccessfulthanoneyearago.Aidedlist;multipleresponsespermitted. Other reasons cited: More Budget for Content Marketing (29%), Content Marketing Technologies/Tools (27%), Content Marketing Training/ Education (26%), We Have Given Our Efforts Time to Bear Fruit and Are Now Getting Results (21%), Changes in Our Target Audience(s) (12%), Assistance of Outside Expertise (11%), and Other (4%). Factors Contributing to B2C Marketers’ Increased Success Over the Last Year 77% 71% 54% 49% Content Creation (higher quality, more efficient) Strategy (development or adjustment) Content Marketing Has Become a Greater Priority Spending More Time on Content Marketing Content Distribution (better targeting, identification of what works) Management/HR (organizational changes, staffing, new content marketing roles) Content Measurement (growing in ability to show results) 53% 43% 41% SPONSORED BY
  • 16. 16 2017 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs CLARITY, COMMITMENT & OVERALL SUCCESS To what factors do you attribute your organization’s stagnancy in success with content marketing? Base = Content marketers who said their organizations’ content marketing success is about the same as one year ago. Aided list; multiple responses permitted. Other reasons cited: Other reasons cited: Content Marketing Technologies/Tools [lack of, or new systems that require a learning curve] (21%), Lack of Content Marketing Training/ Education (20%), Our Program Hasn’t Had Enough Time to Bear Fruit/Produce Results (19%), Lack of Adequate or Effective Content Distribution (18%), Changes in Our Target Audience(s) (6%), and Other (8%). Factors Contributing to B2C Marketers’ Stagnant Success Over the Last Year 49% Not Enough Time Devoted to Content Marketing Content-Creation Challenges Strategy Issues (lack of strategy, developing/adjusting strategy) Management/HR (organizational changes, staffing issues) Content Marketing Budget Issues (inadequate budget, budget cuts) Content Marketing Not Prioritized Highly Enough Content Measurement Challenges 48% 37% 32% 28% 28% 25% SPONSORED BY Note: Due to the low percentage of marketers who said their organization’s overall content marketing success is somewhat or much less successful compared with one year ago, this report does not include a chart for “Factors Contributing to B2C Marketers’ Decreased Success Over the Last Year.”
  • 17. 17 CLARITY, COMMITMENT & OVERALL SUCCESS 2017 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Indicate your level of agreement with the following statements concerning content marketing in your organization. Base = Content marketers; aided list. B2C Marketers’ Opinions About Content Marketing 86% 8% 6% 80% 13% 7% 73% 16% 11% 71% 13% 16% 69% 17% 14% 69% 16% 15% 64% 19% 17% 52% 26% 22% Content marketing is an important component of our organization’s marketing program Our organization is focused on providing an overall exceptional experience for our audience Our organization is focused more on building long-term relationships than on getting quick (campaign-like) results from our content marketing Our organization values creativity and craft in content creation and production Our organization is focused on building audiences (building one or more subscriber bases) Our organization has realistic expectations about what content marketing can achieve We are able to respond quickly when necessary to adjust our content marketing strategy Our leadership team gives us ample time to produce content marketing results ■ Agree ■ Neither Agree Nor Disagree ■ Disagree SPONSORED BY
  • 18. 18 CONTENTMARKETING STRATEGY 40%Have a documented content marketing strategy 76% 35%Say their strategy includes a plan to operate content marketing as an ongoing business process, not simply a campaign Say their strategy is extremely or very effective at helping their organization achieve its current content marketing goals SPONSORED BY B2C CONTENT MARKETING
  • 19. 19 CONTENT MARKETING STRATEGY 2017 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Does your organization have a content marketing strategy? Base = Content marketers; aided list. 34% 3% 40% 23% Percentage of B2C Marketers Who Have a Content Marketing Strategy Yes, and it is documented No, with no plans to have one within 12 months Yes, but it is not documented No, but plan to have one within 12 months SPONSORED BY
  • 20. 20 CONTENT MARKETING STRATEGY 2017 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Which of the following elements are included in your content marketing strategy? Base = Content marketers who have a content marketing strategy. Aided list; multiple responses permitted. Elements B2C Marketers Include in Their Content Marketing Strategy 76% A plan to operate content marketing as an ongoing business process, not simply a campaign Content mission and a differentiated story/value to deliver Deep understanding of audience personas A process to align with other sales/ marketing/loyalty initiatives Well-defined business goals for content A measurement plan to provide both insight and progress toward the business goals The ability to scale over time (i.e., to grow along with your organization) Other elements Unsure 58% 57% 56% 55% 51% 37% 18% 3% SPONSORED BY
  • 21. 21 CONTENT MARKETING STRATEGY 2017 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs How effective is your content marketing strategy at helping your organization achieve its current content marketing goals? Base = Content marketers who have a content marketing strategy; aided list. 53% 12%0% 28% 7% How B2C Marketers Rate the Effectiveness of Their Content Marketing Strategy Extremely Effective Very Effective Moderately Effective Minimally Effective Not At All Effective SPONSORED BY
  • 22. 22 CONTENT MARKETING STRATEGY 2017 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs How effective is your content marketing strategy compared with one year ago? Base = Content marketers who have a content marketing strategy; aided list. How B2C Marketers Rate the Effectiveness of Their Content Marketing Strategy Compared With One Year Ago 24% 46% 19% 3% 1% 6% Much More Effective Somewhat More Effective About the Same as One Year Ago Somewhat Less Effective Much Less Effective Does Not Apply (content marketing strategy is less than one year old) SPONSORED BY
  • 23. 23 CONTENTCREATION &DISTRIBUTION 71% 70% 69%Always/frequently prioritize delivering content quality over quantity Always/frequently consider how their content impacts the overall experience a person has with their organization Always/frequently focus on creating content for their audience versus their brand SPONSORED BY B2C CONTENT MARKETING
  • 24. 24 CONTENT CREATION & DISTRIBUTION 2017 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Which content marketing tools does your organization currently use? Base = Content marketers. Aided list; multiple responses permitted. Fewer than 50% of respondents said they use the following tools: Buyer Personas (40%), Media Plan/ Paid Advertising Calendar (39%), Measurement KPIs/ Dashboard (39%), Marketing Automation Software (27%), Editorial Mission Statement (23%), Content Collaboration/ Workflow Software (15%), Content Distribution Software (13%), Digital Asset Management (DAM) System/ File Storage (13%), Content Planning/Creation Software (11%), and Other (6%). B2C Marketers’ Content Marketing Tool Usage 78% Social Media Guidelines Brand Style/Tone of Voice Guidelines Social Media Calendar Content Management System Editorial Calendar Dedicated Email Platform Analytics Tools 68% 63% 55% 55% 53% 52% : SPONSORED BY
  • 25. 25 2017 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs CONTENT CREATION & DISTRIBUTION Which techniques does your organization use to gain knowledge about its target audience(s)? Base = Content marketers. Aided list; multiple responses permitted. Fewer than 40% of respondents said they use the following techniques: Database Analysis (35%), Secondary Data Analysis (35%), Quantitative Primary Research (33%), Qualitative Primary Research (30%), Auditing Existing Buyer Data (27%), Usability Testing (18%), Expert Advisory Boards (12%), and Other (3%). 4% said they do not use techniques. Techniques B2C Marketers Use to Learn About Audience(s) 59% A/B Testing Customer Feedback/Panels Social Listening Competitive Analysis Employee Feedback Keyword Research Website Analysis 54% 54% 50% 49% 47% 45% SPONSORED BY
  • 26. 26 CONTENT CREATION & DISTRIBUTION 2017 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Compared with 2016, do you expect your organization to produce more, the same amount, or less original content in 2017? Base = Content marketers; aided list. 21% 2% 3% 73% Expected Change in B2C Content Creation (2016 vs. 2017) More Same AmountLess Unsure SPONSORED BY
  • 27. 27 CONTENT CREATION & DISTRIBUTION 2017 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Which content marketing tactics does your organization use? Base = Content marketers. Aided list; multiple responses permitted. Fewer than 40% of respondents said they use the following tactics: Ebooks/White Papers (35%), Interactive Tools (31%), Online Presentations (31%), Webinars/Webcasts (31%), Print Magazines (22%), Mobile Apps (21%), Video [live-streaming media] (16%), Books (16%), Digital Magazines (15%), Print Newsletters (14%), Research Reports (14%), Podcasts (10%), Separate Content Hubs (10%), Virtual Conferences (6%), and Other (13%). B2C Marketers’ Content Marketing Tactic Usage 85% Infographics Video (pre-produced) Illustrations/Photos In-Person Events Email Newsletters Blogs Social Media Content 75% 75% 59% 48% 45% 60% Average Number Used: 7 SPONSORED BY
  • 28. 28 CONTENT CREATION & DISTRIBUTION 2017 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Which content marketing tactics that your organization uses will be most critical to its overall content marketing success in 2017? Base = Content marketers who use the tactics shown; multiple responses permitted. Fewer than 20% of respondents whose organizations use the following tactics said the tactic will be critical to overall content marketing success in 2017: Ebooks/White Papers (17%), Infographics (15%), Illustrations/ Photos (14%), Webinars/Webcasts (14%), Interactive Tools (12%), Online Presentations (10%), Mobile Apps (10%), Video [live-streaming media] (8%), Books (5%), Research Reports (5%), Print Magazines (5%), Digital Magazines (4%), Podcasts (4%), Separate Content Hubs (4%), Print Newsletters (3%), Virtual Conferences (3%), and Other (7%). Tactics Used That B2C Marketers Say Will be Most Critical to Content Marketing Success in 2017 58% Video (pre-produced) In-Person Events Email Newsletters Blogs Social Media Content 51% 43% 27% 34% SPONSORED BY
  • 29. 29 CONTENT CREATION & DISTRIBUTION 2017 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs How often do you take the following concepts into account while creating content for your organization? Base: Content marketers; aided list. How Often B2C Marketers Consider Various Concepts While Creating Content 71% 21% 8% 70% 24% 6% 69% 23% 8% 63% 27% 10% 61% 27% 12% 60% 28% 12% 56% 32% 12% Prioritize delivering content quality over content quantity Consider how our content impacts the overall experience a person has with our organization Differentiate our content from our competition’s Focus on creating content for our audience versus our brand Deliver content consistently Craft content based on specific points of the buyer’s journey Prioritize providing the right content to the right person at the right time ■ Always/Frequently ■ Sometimes ■ Rarely/Never SPONSORED BY
  • 30. 30 CONTENT CREATION & DISTRIBUTION 2017 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Which channels does your organization use to distribute content? Base = Content marketers. Aided list; multiple responses permitted. Fewer than 15% of respondents said they use the following channels: Snapchat (11%), SlideShare (10%), Tumblr (8%), iTunes (5%), Medium (5%), and Other (15%). Channels B2C Marketers Use to Distribute Content 89% Instagram Pinterest Print Google+ YouTube Facebook Twitter LinkedIn Email 89% 73% 65% 47% 39% 37% 31% 66% Average Number Used: 6 SPONSORED BY
  • 31. 31 CONTENT CREATION & DISTRIBUTION 2017 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs How important is each channel your organization uses to its overall content marketing success? Base = Content marketers who use the channels shown; multiple responses permitted. Note: Percentages comprise marketers who rated each channel a 4 or 5 on a 5-point scale where 5 = Extremely Important and 1 = Not At All Important. Importance ratings for Snapchat, SlideShare, Tumblr, iTunes, and Medium are not reported due to low incidence of use. Channels B2C Marketers Use to Distribute Content Rated by Importance to Overall Content Marketing Success 91% Facebook Instagram Google+ YouTube Twitter Pinterest LinkedIn Email Print 68% 62% 57% 57% 55% 42% 29% 60% SPONSORED BY
  • 32. 32 CONTENT CREATION & DISTRIBUTION 2017 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Which paid methods of content promotion does your organization use in its content marketing efforts? Base = Content marketers. Aided list; multiple responses permitted. Paid Methods B2C Marketers Use to Promote Content 89% Traditional Online Banner Ads Native Advertising Do Not Use Print or Other Offline Promotion Search Engine Marketing Social Promotion 76% 68% 50% 29% 7% 60% Average Number Used: 4 Content Discovery Tools SPONSORED BY
  • 33. 33 CONTENT CREATION & DISTRIBUTION 2017 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs How effective are the paid methods of content promotion that your organization uses? Base = Content marketers who use the paid methods shown; multiple responses permitted. Note: Percentages comprise marketers who rated each paid method a 4 or 5 on a 5-point scale where 5 = Extremely Effective and 1 = Not At All Effective. The survey defined effectiveness as accomplishing your content marketing objectives. Paid Methods B2C Marketers Use to Promote Content Rated by Effectiveness Print or Other Offline Promotion Native Advertising Traditional Online Banner Ads Content Discovery Tools Social Promotion Search Engine Marketing 66% 65% 38% 37% 34% 42% SPONSORED BY
  • 34. 34 GOALS&METRICS 74% 73% 78%Will focus on brand awareness as a content marketing goal over the next 12 months Use website traffic to measure how well their content marketing is producing results Can demonstrate how content marketing has increased audience engagement SPONSORED BY B2C CONTENT MARKETING
  • 35. 35 GOALS & METRICS 2017 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Which content marketing goals will your organization focus on over the next 12 months? Base: Content marketers. Aided list; multiple responses permitted. Fewer than 50% of respondents cited the following goals: Customer Evangelism/Creating Brand Advocates (46%), Lead Nurturing (45%), Upsell/Cross-Sell (30%), Cost Savings (22%), and Other (3%). Organizational Goals for B2C Content Marketing Over Next 12 Months Customer Rention/Loyalty Building an Audience via Subscription Growth Engagement Sales Brand Awareness Lead Generation 74% 71% 63% 53% 50% 66% SPONSORED BY
  • 36. 36 GOALS & METRICS 2017 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Which metrics does your organization use to determine how well its content marketing is producing results? Base = Content marketers. Aided list; multiple responses permitted. Fewer than 40% of respondents said they use the following metrics: Qualitative Feedback from Customers (38%), Sales Lead Quality (37%), Sales Lead Quantity (32%), Inbound Links (29%), Customer Renewal Rates (27%), Data Capture (26%), Purchase Intent (21%), Brand Lift (21%), and Other (6%). 5% said they do not use metrics. B2C Marketers’ Content Marketing Metrics Usage SEO Ranking Sales Subscriber/Community Growth Social Media Sharing Time Spent on Website Higher Conversion Rates Website Traffic 73% 66% 53% 53% 50% 50% 43% SPONSORED BY
  • 37. 37 GOALS & METRICS 2017 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Which metrics that your organization uses provide truly measurable results of your content marketing efforts? Base = Content marketers who use the metrics shown; multiple responses permitted. Fewer than 20% of respondents whose organizations use the following metrics said the metric provides truly measurable results of their content marketing efforts: Customer Renewal Rates (16%), Sales Lead Quantity (16%), Qualitative Feedback from Customers (14%), Data Capture (10%), Inbound Links (7%), Brand Lift (6%), Purchase Intent (5%), and Other (2%). 5% said none of the metrics they use provide truly measurable results. Metrics Used That B2C Marketers Say Provide Truly Measurable Results of Content Marketing Efforts SEO Ranking Social Media Sharing Sales Time Spent on Website Higher Conversion Rates Sales Lead Quality Website Traffic 44% 35% 32% 29% 25% 25% 23% 21% Subscriber/Community Growth SPONSORED BY
  • 38. 38 GOALS & METRICS 2017 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs At which phases of the buyer’s journey does your organization measure content marketing ROI? Base = Content marketers. Aided list; multiple responses permitted. Phases of Buyer’s Journey Where B2C Marketers Measure Content Marketing ROI Top-of-funnel • Lead generation • Building an audience Mid-funnel • Developing relationships with qualified leads and existing customers Bottom-of-funnel • Conversions • Sales Post-sales • Retention • Upsell/Cross-Sell • Loyalty • Evangelism Do not measure content marketing ROI 39% 37% 45% 29% 25% SPONSORED BY
  • 39. 39 GOALS & METRICS 2017 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Indicate your level of agreement with each statement concerning the content marketing metrics used in your organization. Base = Content marketers who use metrics to determine content marketing results; aided list. B2C Marketers’ Metrics Agreement Statements 78% 15% 7% 67% 21% 12% 63% 23% 14% 36% 40% 24% I/my team can demonstrate how content marketing has… Increased audience engagement Increased our sales Increased our number of leads Decreased our cost of customer acquisition ■ Agree ■ Neither Agree Nor Disagree ■ Disagree SPONSORED BY
  • 40. 40 BUDGETS&SPENDING 26% 42% 39%Is the average proportion of total marketing budget that is spent on content marketing Plan to increase their content marketing spending over the next 12 months Plan to keep their content marketing spending around the same level over the next 12 months SPONSORED BY B2C CONTENT MARKETING
  • 41. 41 BUDGETS & SPENDING 2017 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Approximately what percentage of your organization’s total marketing budget (not including staff) is spent on content marketing? Base = Content marketers; aided list. Percentage of Total Marketing Budget Spent on B2C Content Marketing 2% 3% 8% 12% 17% 25% 2% 100% 75-99% 50-74% 25-49% 10-24% 1-9% 0% Unsure 31% Average: 26% SPONSORED BY
  • 42. 42 BUDGETS & SPENDING 2017 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs How do you expect your organization’s content marketing budget to change in the next 12 months? Base = Content marketers; aided list. 39% 2% 17% 42% B2C Content Marketing Spending (Over Next 12 Months) Increase Remain the Same Decrease Unsure SPONSORED BY
  • 43. 43 METHODOLOGY/DEMOGRAPHICS 2017 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs B2CContentMarketing:2017Benchmarks,Budgets,andTrends—NorthAmerica was produced by Content Marketing Institute and MarketingProfs and sponsored by Hightail. The seventh annual Content Marketing Survey, from which the results of this report were generated, was mailed electronically to a sample of marketers using lists from Content Marketing Institute, MarketingProfs, The Association for Data-driven Marketing & Advertising (ADMA), and WTWH Media. A total of 2,562 recipients from around the globe—representing a full range of industries, functional areas, and company sizes—completed the survey during July and August 2016. This report presents the findings from the 480 respondents who indicated their organizations primarily sell products/ services to consumers (B2C) [31%] or to both consumers and businesses (B2C+B2B) [69%] in North America. Industry Classification Size of Company (by Employees) Job Title/ Function 28% 22% 23% 27% ■ Small (10-99 Employees) ■ Micro(Fewerthan10Employees) ■ Midsize (100-999 Employees) ■ Large (1,000+ Employees) ■ Agency (Advertising, Digital Marketing, Content Marketing, PR, Marcom) ■ Retail Trade/Distribution ■ Banking/Accounting/Financial ■ Consulting ■ Healthcare/Medical/Pharmaceuticals ■ Manufacturing ■ Technology ■ Other 38% 21% 7% 16% 7% 6%5% ■ Marketing/Advertising/ Communications/PR Management ■ Corporate Management (Owner/President, CEO, CMO) ■ Content Creation/Management ■ Marketing – Staff/Support ■ General Management (GM, VP) ■ Consultant ■ Other 14% 6% 6% 6% 6% 8% 43% 11% n = 480 n = 480 n = 411 respondents who indicated their organization uses content marketing. SPONSORED BY
  • 44. 44 ABOUT Content Marketing Institute and MarketingProfs thank all the survey respondents and the distribution partners who made this survey possible. About Content Marketing Institute (CMI) Content Marketing Institute is the leading global content marketing education and training organization, teaching enterprise brands how to attract and retain customers through compelling, multichannel storytelling. CMI’s Content Marketing World event, the largest content marketing-focused event, is held every September in Cleveland, Ohio, USA, and the Intelligent Content Conference event is held every spring. CMI publishes the bi-monthly magazine Chief Content Officer, and provides strategic consulting and content marketing research for some of the best-known brands in the world. Watch this video to learn more about CMI, a UBM company. To view all research and to subscribe to our emails, visit www.contentmarketinginstitute.com. About MarketingProfs MarketingProfs offers real-world education for modern marketers. More than 600,000 marketing professionals worldwide rely on our free daily publications, virtual conferences, MarketingProfs University, and more to stay up to date on the most important trends and tactics in marketing—and how to apply them to their businesses. Visit MarketingProfs.com for more information. About Hightail Hightail is how marketers and their creative teams review, improve, and approve great content. Teams easily share and discuss images, videos, infographics, presentations, and other visual files in one place, streamlining creative collaboration and getting their best work in front of audiences faster. Based in Campbell, CA, Hightail serves more than 50 million creative collaborators worldwide. #createbetter with http://www.hightail.com SPONSORED BY