For three years we’ve looked at B2B content marketing trends, and this year, we are excited to bring you these compelling B2C findings.
According to our research, both B2B and B2C marketers are still struggling with the effectiveness of their content marketing. So while we are happy that more marketers are engaging in content marketing to attract and retain customers, we also realize we have a ways to go.
B2C Content Marketing: 2013 Benchmarks, Budgets, and Trends—North AmericaMarketingProfs
MarketingProfs produced B2C Content Marketing: 2013 Benchmarks, Budgets, and Trends (North America) in partnership with the Content Marketing Institute. Our goal was to give you a clear view of the State of B2C Content Marketing. Among the questions this report answers: What's really happening? What are your biggest content marketing challenges? What slice of the budget will be dedicated to content next year, and what social channels are most relevant?
Interactive content enables you to deliver engaging, educational,differentiated content experiences. Discover what other marketersare learning and start your climb.
There is a huge opportunity for marketers to get more from the content they’re developing. That’s the conclusion the Content Marketing Institute (CMI) research team came to after
conducting its first-ever content management and strategy survey.
Our team surveyed 411 marketers from the CMI audience to learn how they manage content within their organizations. Read on to see the results.
Welcome to our annual Enterprise Content Marketing Benchmarks, Budgets, and Trends report. Here we present the findings from enterprise marketers (those who work in organizations with 1,000+ employees) who replied to our 11th Annual Content Marketing Survey.
At the time of the survey, content marketers had just made it through the first half of 2020. Most reported that their organization made quick changes when the pandemic hit, most notably by changing their targeting/messaging strategy, adjusting their editorial calendar, and changing their content distribution/promotion strategy. The majority (57%) expected to spend about the same on content marketing during the second half of 2020 as they spent in the first half (17% expected a decrease).
Team size hadn’t changed drastically compared with the previous year (48% said it stayed the same); yet, another 35% reported an increase.
Overall, one-third of the enterprise respondents reported high levels of content marketing success. These top performers said the top two factors contributing to that success in the last 12 months were “the value our content provides” (79%) and “website changes” (62%).
Looking forward, 74% of respondents felt the pandemic would have a major or moderate long- term impact on their organization’s overall content marketing success. It will be interesting to see how enterprise marketers rise to the challenges in 2021.
Greetings Technology Marketers,
Welcome to our annual Technology Content Marketing: Benchmarks, Budgets, and Trends—North America report.
I’m pleased to announce the percentage of technology marketers that reported high levels of overall content marketing
success increased from 24% last year to 31% this year—another 50% reported moderate success. Like last year, nearly 70%
said their organization is much/somewhat more successful with content marketing compared with one year ago.
For a glimpse into how the top-performing content marketers operate, see the chart on page 4. You’ll note that these
marketers report high levels of commitment; document their content marketing strategy; are focused on building audiences;
and are given ample time to produce content marketing results, among other distinguishing factors.
Technology is rapidly changing the processes around content marketing. We look forward to watching how things progress
and reporting back to you again next year.
Welcome to our ninth annual B2B Content Marketing Benchmarks, Budgets, and Trends—North America report. We surveyed content marketers worldwide about a range of content marketing topics including strategy, audience development, technology proficiency, and content types. This report presents the data from the B2B content marketers in North America.
Although issues such as changes in SEO and social media algorithms are top-of-mind for B2B content marketers, they are accustomed to rapid changes in technology that often enable them to do their jobs faster, with better results. When the process-related components of the content marketer’s job are efficient, time is freed up to better serve the audience, discovering and developing the types of content they truly want and need.
We hope you find this research helpful as you plan for 2019!
Welcome to Technology Content Marketing 2020: Benchmarks, Budgets, and Trends. This report is based on the findings from our 10th annual content marketing survey. Technology marketers continue to make progress with content marketing. Approximately one-third rate their organization’s overall content marketing as extremely or very successful, and 76% report they are much more or somewhat more successful compared with one year ago. What makes them successful? When we look at the top performers, we see they treat content marketing as a strategic business function, craft content thoughtfully, experiment with distribution, and measure their results. They use content marketing not only to create brand awareness and generate leads, but also to build loyalty and subscribed audiences.
Welcome to the sixth annual Content Marketing in Australia: Benchmarks, Budgets, and Trends report. One of the most striking findings was the increased percentage of Australian content marketers who have become more focused on building an audience (85%) compared with last year’s survey results (69%). This finding was not unique to Australia; the Content Marketing Institute team observed it among all groups of content marketers studied. Building a subscriber base is a key content marketing goal. However, what you do with that list is equally as important. The quality of content you create (does it speak to your audience’s wants and needs?) … how efficiently you produce it … whether it’s credible … how/when/where you distribute it – these are just a handful of factors that impact overall content marketing success. And let us not forget the
importance of a documented strategy and a strong commitment to the approach (see page 4 for a glimpse at commitment’s influence). We wish you success with using content marketing to provide meaningful, long-term value for your audience – and business results for your organisation. If you need educational resources, please let us know.
B2C Content Marketing: 2013 Benchmarks, Budgets, and Trends—North AmericaMarketingProfs
MarketingProfs produced B2C Content Marketing: 2013 Benchmarks, Budgets, and Trends (North America) in partnership with the Content Marketing Institute. Our goal was to give you a clear view of the State of B2C Content Marketing. Among the questions this report answers: What's really happening? What are your biggest content marketing challenges? What slice of the budget will be dedicated to content next year, and what social channels are most relevant?
Interactive content enables you to deliver engaging, educational,differentiated content experiences. Discover what other marketersare learning and start your climb.
There is a huge opportunity for marketers to get more from the content they’re developing. That’s the conclusion the Content Marketing Institute (CMI) research team came to after
conducting its first-ever content management and strategy survey.
Our team surveyed 411 marketers from the CMI audience to learn how they manage content within their organizations. Read on to see the results.
Welcome to our annual Enterprise Content Marketing Benchmarks, Budgets, and Trends report. Here we present the findings from enterprise marketers (those who work in organizations with 1,000+ employees) who replied to our 11th Annual Content Marketing Survey.
At the time of the survey, content marketers had just made it through the first half of 2020. Most reported that their organization made quick changes when the pandemic hit, most notably by changing their targeting/messaging strategy, adjusting their editorial calendar, and changing their content distribution/promotion strategy. The majority (57%) expected to spend about the same on content marketing during the second half of 2020 as they spent in the first half (17% expected a decrease).
Team size hadn’t changed drastically compared with the previous year (48% said it stayed the same); yet, another 35% reported an increase.
Overall, one-third of the enterprise respondents reported high levels of content marketing success. These top performers said the top two factors contributing to that success in the last 12 months were “the value our content provides” (79%) and “website changes” (62%).
Looking forward, 74% of respondents felt the pandemic would have a major or moderate long- term impact on their organization’s overall content marketing success. It will be interesting to see how enterprise marketers rise to the challenges in 2021.
Greetings Technology Marketers,
Welcome to our annual Technology Content Marketing: Benchmarks, Budgets, and Trends—North America report.
I’m pleased to announce the percentage of technology marketers that reported high levels of overall content marketing
success increased from 24% last year to 31% this year—another 50% reported moderate success. Like last year, nearly 70%
said their organization is much/somewhat more successful with content marketing compared with one year ago.
For a glimpse into how the top-performing content marketers operate, see the chart on page 4. You’ll note that these
marketers report high levels of commitment; document their content marketing strategy; are focused on building audiences;
and are given ample time to produce content marketing results, among other distinguishing factors.
Technology is rapidly changing the processes around content marketing. We look forward to watching how things progress
and reporting back to you again next year.
Welcome to our ninth annual B2B Content Marketing Benchmarks, Budgets, and Trends—North America report. We surveyed content marketers worldwide about a range of content marketing topics including strategy, audience development, technology proficiency, and content types. This report presents the data from the B2B content marketers in North America.
Although issues such as changes in SEO and social media algorithms are top-of-mind for B2B content marketers, they are accustomed to rapid changes in technology that often enable them to do their jobs faster, with better results. When the process-related components of the content marketer’s job are efficient, time is freed up to better serve the audience, discovering and developing the types of content they truly want and need.
We hope you find this research helpful as you plan for 2019!
Welcome to Technology Content Marketing 2020: Benchmarks, Budgets, and Trends. This report is based on the findings from our 10th annual content marketing survey. Technology marketers continue to make progress with content marketing. Approximately one-third rate their organization’s overall content marketing as extremely or very successful, and 76% report they are much more or somewhat more successful compared with one year ago. What makes them successful? When we look at the top performers, we see they treat content marketing as a strategic business function, craft content thoughtfully, experiment with distribution, and measure their results. They use content marketing not only to create brand awareness and generate leads, but also to build loyalty and subscribed audiences.
Welcome to the sixth annual Content Marketing in Australia: Benchmarks, Budgets, and Trends report. One of the most striking findings was the increased percentage of Australian content marketers who have become more focused on building an audience (85%) compared with last year’s survey results (69%). This finding was not unique to Australia; the Content Marketing Institute team observed it among all groups of content marketers studied. Building a subscriber base is a key content marketing goal. However, what you do with that list is equally as important. The quality of content you create (does it speak to your audience’s wants and needs?) … how efficiently you produce it … whether it’s credible … how/when/where you distribute it – these are just a handful of factors that impact overall content marketing success. And let us not forget the
importance of a documented strategy and a strong commitment to the approach (see page 4 for a glimpse at commitment’s influence). We wish you success with using content marketing to provide meaningful, long-term value for your audience – and business results for your organisation. If you need educational resources, please let us know.
Greetings Marketers,
Welcome to B2C Content Marketing Benchmarks, Budgets, and Trends—North America. This is the companion report to the B2B research we released in September 2017. The data presented in both reports was generated from our eighth annual content marketing survey. One of our key observations this year is that while B2C marketers reported slightly higher levels of overall content marketing success compared with last year, there was a decrease among those who agreed their organization has realistic expectations about what content marketing can achieve. A documented content marketing strategy can help, as it sets expectations for what teams should prioritize; yet, only 38% of B2C marketers reported having one.
Our annual research has consistently shown that those who document their content marketing strategy get better results than those who don’t. Another important key to success is an efficient workflow process (page 4 shows how top-performing B2C marketers rate their project management flow and other distinguishing characteristics that set them apart from their peers). We hope these research findings will be helpful as you consider which content marketing priorities to focus on in the year ahead.
Connected, interactive content experiences deliver more trusted data, and more measurable results. Original research illuminates how marketersare making big, beautiful music.
This was my keynote presentation at this year's ContentTech virtual event. It talks through the layered approach to technology strategy to help de-silo content, marketing and the digital technology teams. It ends with a selection process.
Research shows that marketers from large companies (1,000 employees) use more content marketing tactics and outsource content creation more frequently than their peers do. Learn more about how enterprise marketers approach content marketing.
Welcome to the Manufacturing Content Marketing Benchmarks, Budgets, and Trends with Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022.
This year’s research suggested that the pandemic awoke a sleeping giant – content marketing, that is. Without in-person events and face-to-face selling, many who had previously paid little attention to content marketing suddenly became aware of its power. More content marketers got a seat at the table and helped keep many businesses on their audiences’ radar. Some discovered new audiences altogether.
Videos and virtual events/webinars were big over the last 12 months with the manufacturing marketers we surveyed. In addition, 85% expect continued investment in video in 2022, making it the top area of predicted investment.
Yet manufacturing marketers continue to face content marketing challenges within their organizations: 51% said they are challenged with creating valuable content instead of sales-oriented content as well as with overcoming the traditional marketing and sales mindset. Fifty percent said they are challenged with accessing subject matter experts to create content. If manufacturing marketers can overcome these challenges, they’ll improve their odds of achieving greater content marketing success in the coming year.
Welcome to our annual Technology Content Marketing Benchmarks, Budgets, and Trends report, based on our latest annual content marketing survey conducted in July 2020.
The study showed that technology marketers, in the throes of adjusting to business changes presented by a global pandemic, put more emphasis on using content marketing to generate demand and leads than they had the previous year. They also were looking more closely at conversion and marketing qualified lead (MQL) metrics to track the performance of their content.
These insights suggest that tech marketers were increasingly called upon to use content marketing for demand and lead generation. It makes sense, then, that their use of virtual events (83%) increased by nine percentage points over the previous year, as virtual relationship-building and selling took a front seat. In addition, livestreaming video finally took off (one-third of all tech respondents—and 53% of those working in large companies—reported using it).
It’s too soon to tell if these will be lasting shifts. Priorities are likely to change again as restrictions caused by the pandemic ease up. We look forward to exploring these topics in our next round of annual content marketing research.
Back to the Future: Four Marketing Tactics Essential to Your Success in 2013MarketingProfs
Want to boost your marketing efforts in 2013? To help you, MarketingProfs put together four info-packed articles highlighting essential marketing tactics.
2015 B2B Content Marketing Benchmarks, Budgets, and Trends for North AmericaMarketingProfs
This is the fifth year that MarketingProfs and Content Marketing Institute have put together this report on how marketers use content in their marketing mix. With changes in the industry, the report may look a little different than you remember. Dive in, and enjoy!
Throughout 2012, video marketing for B2B marketers undoubtedly showed an upward trend in both effectiveness and popularity, and most industry observers expect this to continue into 2013 and beyond.
Welcome to our annual B2B Content Marketing Benchmarks, Budgets, and Trends—North America report. We’re excited to present you with the findings from our latest content marketing survey.
Content marketing has changed a lot since we launched this research nearly a decade ago. We marketers are still focused on content creation, but our thinking about the audiences for whom we create that content has evolved. So, too, have the ways we distribute, measure, and improve upon our content marketing. Technology has played a big role, along with the knowledge we’ve gained through our content marketing experiences.
As you’ll see in this report, some organizations are more developed than others with their content marketing. But you’ll also recognize your own practices reflected in many of the findings. Where does your company stand? What do you need to get to where you want to be? If you need help, let us know!
Unpredictable algorithm shifts. Falling reach and lower engagement rates. Growing consumer mistrust from fake news and data breaches.
Despite woes like these, people still use social media platforms – and marketers are still drawn to their relationship-building powers. In fact, in 2019 research from Content Marketing Institute and MarketingProfs, 61% of B2B marketers and 69% of B2C marketers say they’ve increased their use of social media for content marketing compared with one year ago.
However, navigating the social media landscape is like entering a dark forest without a map. If you aren’t familiar with the terrain and don’t have a solid plan, you can’t expect to reach your destination, let alone make it out of the woods unscathed.
This guide is full of tools that will help you find the best path to success, from planning your social media explorations, to growing legions of brand fans, to engaging them in meaningful ways.
We’ll cover the top content marketing opportunities in the social sphere, including:
- Landmark locations like Facebook, Twitter, and LinkedIn
- Video viewing-centric channels like YouTube and Twitch
- Streaming media sites like Snapchat Stories and Instagram Stories
- Emerging social platforms like Vero True Social and WeGather Online
Business-to-Business manufacturing marketers have made great progress over the last year with content marketing. That’s one of the key findings in the Manufacturing Content Marketing: 2017 Benchmarks, Budgets, and Trends—North America report released by Content Marketing Institute, a UBM company, along with MarketingProfs. The report is sponsored by IEEE Engineering360 Media Solutions.
Our annual content marketing research, providing new information and insights on the state of B2C content marketing in 2020. This report focuses on business-to-consumer (B2C) marketers and their content marketing benchmarks, budgets, and trends.
2017 B2C Content Marketing Benchmarks, Budgets, and TrendsMarketingProfs
Our fifth annual B2C content marketing report is here. Sponsored by Hightail, this report shows where B2C marketers will spend their budget, how much budget businesses are allocating to content marketing efforts, and what kind of strategies we will see in 2017.
Welcome to B2C Content Marketing 2019—Benchmarks, Budgets, and Trends. This report presents the results from the B2C marketers who took our ninth annual content marketing survey.
Our research has consistently shown that creating brand awareness is a top goal for B2C content marketing. However, many of this year’s survey respondents also reported strong concern for using content to solidify existing relationships (see page 13).
Content that can be effective at building loyalty takes many shapes and forms today, for example:
- Videos and social media stories that entertain
- In-person events that create a sense of community and belonging
- Podcasts that inspire
- Live or virtual experiences that evoke emotion
- Articles, guides, newsletters, etc., that provide information
Obviously, the list goes on. The point is, that while driving people to content is critical, giving them reasons to keep coming back will grow long-term success!
B2B Content Marketing 2018 - Benchmarks, Budgets & Trends - North America MarketingProfs
Our annual content marketing research with new insights useful for 2018 budget planning and benchmarketing. This new report focuses on business-to-business (B2B) marketers and their content marketing benchmarks, budgets, and trends.
Welcome to our fifth annual report on the content marketing practices of manufacturers. Content Marketing Institute (CMI) has been conducting annual content marketing research since 2010, but because our data indicated that manufacturers were slower than other industries to adopt content marketing, we didn’t begin producing a manufacturing report until 2014.
It’s been exciting to watch more and more manufacturers launch content marketing initiatives with each passing year. And for those that are just starting out – or are at a standstill – there are lessons to learn from companies that are further along in their content marketing maturity.
Overview: The State of B2C Content Marketing IN NORTH AMERICA
Greetings Consumer Marketers,
In many ways, it’s a good year for B2C content marketers. Adoption rates of content marketing are on the rise and confidence has grown:
90% of B2C marketers are using content marketing, compared with 86% last year.
34% of B2C marketers consider themselves effective at content marketing—up from 32% last year.
B2C marketers have rated many tactics higher in effectiveness this year; in-person events and eNewsletters top the list of effective tactics.
B2C marketers are using all social platforms more often, with LinkedIn use registering the biggest jump (from 51% to 71%).
This confidence in content marketing also shows in terms of investment: 60% of B2C marketers plan to increase the amount they allocate to content marketing. Perhaps surprisingly, the least effective B2C marketers plan to increase their content marketing budgets more than the most effective ones (69% vs. 55%): another indication that marketers believe in the principles of content marketing, even if they have not quite figured out how to best execute.
Read on to discover not only how the B2C content marketing landscape has changed over the last year, but also to learn what the most effective B2C marketers are doing differently than their peers.
On with the content marketing revolution!
B2C Content Marketing: 2014 Benchmarks, Budgets, and Trends—North AmericaMarketingProfs
Business-to-consumer content marketing is on the rise, with 60% of North American B2C marketers planning to increase content marketing spend over the next 12 months, according to the second annual B2C content marketing study. Get more details about the state of B2C content marketing, such as benchmarks, budgets, and trends in this downloadable PDF.
Greetings Marketers,
Welcome to B2C Content Marketing Benchmarks, Budgets, and Trends—North America. This is the companion report to the B2B research we released in September 2017. The data presented in both reports was generated from our eighth annual content marketing survey. One of our key observations this year is that while B2C marketers reported slightly higher levels of overall content marketing success compared with last year, there was a decrease among those who agreed their organization has realistic expectations about what content marketing can achieve. A documented content marketing strategy can help, as it sets expectations for what teams should prioritize; yet, only 38% of B2C marketers reported having one.
Our annual research has consistently shown that those who document their content marketing strategy get better results than those who don’t. Another important key to success is an efficient workflow process (page 4 shows how top-performing B2C marketers rate their project management flow and other distinguishing characteristics that set them apart from their peers). We hope these research findings will be helpful as you consider which content marketing priorities to focus on in the year ahead.
Connected, interactive content experiences deliver more trusted data, and more measurable results. Original research illuminates how marketersare making big, beautiful music.
This was my keynote presentation at this year's ContentTech virtual event. It talks through the layered approach to technology strategy to help de-silo content, marketing and the digital technology teams. It ends with a selection process.
Research shows that marketers from large companies (1,000 employees) use more content marketing tactics and outsource content creation more frequently than their peers do. Learn more about how enterprise marketers approach content marketing.
Welcome to the Manufacturing Content Marketing Benchmarks, Budgets, and Trends with Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022.
This year’s research suggested that the pandemic awoke a sleeping giant – content marketing, that is. Without in-person events and face-to-face selling, many who had previously paid little attention to content marketing suddenly became aware of its power. More content marketers got a seat at the table and helped keep many businesses on their audiences’ radar. Some discovered new audiences altogether.
Videos and virtual events/webinars were big over the last 12 months with the manufacturing marketers we surveyed. In addition, 85% expect continued investment in video in 2022, making it the top area of predicted investment.
Yet manufacturing marketers continue to face content marketing challenges within their organizations: 51% said they are challenged with creating valuable content instead of sales-oriented content as well as with overcoming the traditional marketing and sales mindset. Fifty percent said they are challenged with accessing subject matter experts to create content. If manufacturing marketers can overcome these challenges, they’ll improve their odds of achieving greater content marketing success in the coming year.
Welcome to our annual Technology Content Marketing Benchmarks, Budgets, and Trends report, based on our latest annual content marketing survey conducted in July 2020.
The study showed that technology marketers, in the throes of adjusting to business changes presented by a global pandemic, put more emphasis on using content marketing to generate demand and leads than they had the previous year. They also were looking more closely at conversion and marketing qualified lead (MQL) metrics to track the performance of their content.
These insights suggest that tech marketers were increasingly called upon to use content marketing for demand and lead generation. It makes sense, then, that their use of virtual events (83%) increased by nine percentage points over the previous year, as virtual relationship-building and selling took a front seat. In addition, livestreaming video finally took off (one-third of all tech respondents—and 53% of those working in large companies—reported using it).
It’s too soon to tell if these will be lasting shifts. Priorities are likely to change again as restrictions caused by the pandemic ease up. We look forward to exploring these topics in our next round of annual content marketing research.
Back to the Future: Four Marketing Tactics Essential to Your Success in 2013MarketingProfs
Want to boost your marketing efforts in 2013? To help you, MarketingProfs put together four info-packed articles highlighting essential marketing tactics.
2015 B2B Content Marketing Benchmarks, Budgets, and Trends for North AmericaMarketingProfs
This is the fifth year that MarketingProfs and Content Marketing Institute have put together this report on how marketers use content in their marketing mix. With changes in the industry, the report may look a little different than you remember. Dive in, and enjoy!
Throughout 2012, video marketing for B2B marketers undoubtedly showed an upward trend in both effectiveness and popularity, and most industry observers expect this to continue into 2013 and beyond.
Welcome to our annual B2B Content Marketing Benchmarks, Budgets, and Trends—North America report. We’re excited to present you with the findings from our latest content marketing survey.
Content marketing has changed a lot since we launched this research nearly a decade ago. We marketers are still focused on content creation, but our thinking about the audiences for whom we create that content has evolved. So, too, have the ways we distribute, measure, and improve upon our content marketing. Technology has played a big role, along with the knowledge we’ve gained through our content marketing experiences.
As you’ll see in this report, some organizations are more developed than others with their content marketing. But you’ll also recognize your own practices reflected in many of the findings. Where does your company stand? What do you need to get to where you want to be? If you need help, let us know!
Unpredictable algorithm shifts. Falling reach and lower engagement rates. Growing consumer mistrust from fake news and data breaches.
Despite woes like these, people still use social media platforms – and marketers are still drawn to their relationship-building powers. In fact, in 2019 research from Content Marketing Institute and MarketingProfs, 61% of B2B marketers and 69% of B2C marketers say they’ve increased their use of social media for content marketing compared with one year ago.
However, navigating the social media landscape is like entering a dark forest without a map. If you aren’t familiar with the terrain and don’t have a solid plan, you can’t expect to reach your destination, let alone make it out of the woods unscathed.
This guide is full of tools that will help you find the best path to success, from planning your social media explorations, to growing legions of brand fans, to engaging them in meaningful ways.
We’ll cover the top content marketing opportunities in the social sphere, including:
- Landmark locations like Facebook, Twitter, and LinkedIn
- Video viewing-centric channels like YouTube and Twitch
- Streaming media sites like Snapchat Stories and Instagram Stories
- Emerging social platforms like Vero True Social and WeGather Online
Business-to-Business manufacturing marketers have made great progress over the last year with content marketing. That’s one of the key findings in the Manufacturing Content Marketing: 2017 Benchmarks, Budgets, and Trends—North America report released by Content Marketing Institute, a UBM company, along with MarketingProfs. The report is sponsored by IEEE Engineering360 Media Solutions.
Our annual content marketing research, providing new information and insights on the state of B2C content marketing in 2020. This report focuses on business-to-consumer (B2C) marketers and their content marketing benchmarks, budgets, and trends.
2017 B2C Content Marketing Benchmarks, Budgets, and TrendsMarketingProfs
Our fifth annual B2C content marketing report is here. Sponsored by Hightail, this report shows where B2C marketers will spend their budget, how much budget businesses are allocating to content marketing efforts, and what kind of strategies we will see in 2017.
Welcome to B2C Content Marketing 2019—Benchmarks, Budgets, and Trends. This report presents the results from the B2C marketers who took our ninth annual content marketing survey.
Our research has consistently shown that creating brand awareness is a top goal for B2C content marketing. However, many of this year’s survey respondents also reported strong concern for using content to solidify existing relationships (see page 13).
Content that can be effective at building loyalty takes many shapes and forms today, for example:
- Videos and social media stories that entertain
- In-person events that create a sense of community and belonging
- Podcasts that inspire
- Live or virtual experiences that evoke emotion
- Articles, guides, newsletters, etc., that provide information
Obviously, the list goes on. The point is, that while driving people to content is critical, giving them reasons to keep coming back will grow long-term success!
B2B Content Marketing 2018 - Benchmarks, Budgets & Trends - North America MarketingProfs
Our annual content marketing research with new insights useful for 2018 budget planning and benchmarketing. This new report focuses on business-to-business (B2B) marketers and their content marketing benchmarks, budgets, and trends.
Welcome to our fifth annual report on the content marketing practices of manufacturers. Content Marketing Institute (CMI) has been conducting annual content marketing research since 2010, but because our data indicated that manufacturers were slower than other industries to adopt content marketing, we didn’t begin producing a manufacturing report until 2014.
It’s been exciting to watch more and more manufacturers launch content marketing initiatives with each passing year. And for those that are just starting out – or are at a standstill – there are lessons to learn from companies that are further along in their content marketing maturity.
Overview: The State of B2C Content Marketing IN NORTH AMERICA
Greetings Consumer Marketers,
In many ways, it’s a good year for B2C content marketers. Adoption rates of content marketing are on the rise and confidence has grown:
90% of B2C marketers are using content marketing, compared with 86% last year.
34% of B2C marketers consider themselves effective at content marketing—up from 32% last year.
B2C marketers have rated many tactics higher in effectiveness this year; in-person events and eNewsletters top the list of effective tactics.
B2C marketers are using all social platforms more often, with LinkedIn use registering the biggest jump (from 51% to 71%).
This confidence in content marketing also shows in terms of investment: 60% of B2C marketers plan to increase the amount they allocate to content marketing. Perhaps surprisingly, the least effective B2C marketers plan to increase their content marketing budgets more than the most effective ones (69% vs. 55%): another indication that marketers believe in the principles of content marketing, even if they have not quite figured out how to best execute.
Read on to discover not only how the B2C content marketing landscape has changed over the last year, but also to learn what the most effective B2C marketers are doing differently than their peers.
On with the content marketing revolution!
B2C Content Marketing: 2014 Benchmarks, Budgets, and Trends—North AmericaMarketingProfs
Business-to-consumer content marketing is on the rise, with 60% of North American B2C marketers planning to increase content marketing spend over the next 12 months, according to the second annual B2C content marketing study. Get more details about the state of B2C content marketing, such as benchmarks, budgets, and trends in this downloadable PDF.
The State of Inbound Marketing - HubSpot Report - January 2009Steven Duque
The State of Inbound Marketing offers readers three key findings:
#1 Inbound marketing channels deliver a dramatically lower cost-per-sales lead than outbound channels.
Respondents that spent more than 50% of their marketing budget on inbound marketing consistently reported a lower cost-per-sales lead than those that spent 50% or more on outbound marketing. In fact, inbound marketing-dominated organizations experience a 61% lower cost-per-lead than outbound marketing-dominated organizations.
Businesses are responding by allocating a greater portion of their budget to inbound marketing. Currently, 37% of business’ lead-generation budget is dedicated to inbound marketing, whereas 30% is dedicated to outbound marketing efforts. We expect this gap to widen significantly over time.
#2 Blogs lead other social media categories in terms of importance to business.
Blogs are frequently cited as the most useful type of social media marketing, with 75% of those familiar with their business’ blogging efforts saying they are ‘useful,’ ‘important,’ or ‘critical’ to their business. MySpace finished last in terms of importance of those that use the service for business purposes.
#3 Small businesses are most aggressively allocating lead generation budgets to blogging, social media and search engine optimization.
Realizing that inbound marketing techniques ‘level the playing field’ with the bigger budgets of larger competitors, small businesses are spending a 180% greater portion of their budgets on blogging/social media and 36% greater portion of their budgets on search engine optimization than businesses with 50 employees or more.
HubSpot surveyed 167 professionals on where they spend their marketing dollars, unveiling that companies that spend more money and effort on inbound marketing experience a lower cost per lead.
The Content Marketing Institute (CMI) and the Direct Marketing Association UK (DMA) are pleased to present this premier study of content
marketing in the UK. Whilst the primary focus of this report is on the UK, you’ll note some interesting comparisons with North America and
Australia throughout.
B2B and B2C Content Marketing Trends to Look for in 2023.pdfAdsy
Do you want to execute a successful content marketing strategy for your company?
Then you need to know current content marketing data and predictive statistics for the next years.
We gathered the main data for B2B and B2C marketers based on the Statista's "Content Marketing Trends Report 2022."
2020 B2B Content Marketing Trends and BudgetsTheia Marketing
Here are the top content marketing trends in the B2B space for 2020. We look at organic vs. paid distribution and content marketing budgets vs. ROI on content.
2019 B2C Content Marketing Benchmarks, Budgets, and Trends - North America.MarketingProfs
Our annual content marketing research, providing new information and insights on the state of content marketing in 2019. This report focuses on business-to-consumer (B2C) marketers and their content marketing benchmarks, budgets, and trends.
Welcome to our annual B2C Content Marketing Benchmarks, Budgets, and Trends report. Here we present the results from B2C marketers who replied to our 11th Annual Content Marketing Survey. The events of 2020 have certainly reshaped how organizations conduct their marketing. At the time of this survey, content marketers were still reeling from the events that took place during the first half of 2020. As we usher in 2021, we are still facing constant change and uncertainty.
Many B2C marketers reported adjusting quickly when the pandemic hit; perhaps their companies were doubling down on digital, heavily engaging in virtual events, or trying to keep on top of rapidly changing analytics resulting from more people being at home and online. All these scenarios created the need for new content, formats, and strategies.
As we move into 2021 in a world where most gatherings are still limited, direct-to-consumer will continue to drive B2C. Successful B2C marketers will focus on creating content experiences and building relationships in the digital world.
There’s one question on every marketer’s mind: “How do I connect?”
We’ve all been seeking connection since the pandemic struck. Stuck at home, working from kitchen tables and converted closets, marketers have been fighting to create and maintain connections with their audiences.
Despite all the upheaval, content remains a tried-and-true way to generate demand. After all, it’s content-driven experiences that build those precious connections, no matter what’s going on in the world outside.
Connection is more important than ever. And as you’ll find out in this report, successful marketers are beginning to make it easier for prospects to purchase at any stage of the buyer’s journey — messages are shifting from why to buy to how to buy.
This has been another tough year. One negative headline after another has drained audiences’ emotional reserves. They need an escape. Marketing content can offer that empathetic, emotionally stirring olive branch they’re searching for.
As you read on, you’ll discover that blogs, podcasts, and videos are the content types that are most effective at the early stages of the buyer’s journey, where brands are fighting to establish customer awareness and audience interest.
The reason is simple: These content types foster connection. They tell a story, they evoke emotion, and they present a face that the audience can relate to. And the strength of the connections that these content types create helps carry buyers through the rest of their journey on a wave of engagement and investment.
In conclusion: Connection lies in content. The last Content Marketing for Demand Generation survey report (2020) talked about creating desire and holding attention. This year, we talk about making it easier for customers to purchase across all stages of the buyer’s journey.
By providing audiences with earnest and engaging content, you can build lasting connections in 2022 and beyond that drive demand to new heights.
Welcome to the Technology Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022.
The research suggested that due to lockdowns and work-from-home mandates, 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 to get and stay in front of audiences.
As in the previous year, nearly one in three technology marketers said their organization was extremely or very successful with content marketing. These marketers, our “top performers,” have certain characteristics that set them apart from their peers (see page 4). Some of the biggest things they do differently than their peers:
◾ Document their content marketing strategy
◾ Do an excellent/very good job demonstrating the ROI of their content marketing initiatives
◾ Prioritize their audience’s informational needs over their organization’s sales message
◾ Differentiate their content from the competition
◾ Nurture subscribers/audiences/leads
No matter how successful they are at content marketing, most respondents plan to invest in video in 2022: 72% of all technology respondents forecast investment in this area followed by investment in events (69%), paid media (65%), and owned-media assets (63%).
And, yes, challenges remain. The top challenges are:
◾ Creating content that appeals to multi-level roles within the target audience
◾ Accessing subject matter experts to create content
◾ Internal communication among teams/silos
These internal challenges point to a greater need for technology marketers to formalize content operations within their organizations.
Welcome to the Enterprise Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022.
The research suggested that, due to lockdowns and work-from-home mandates, 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 to get and stay in front of audiences.
As in the previous year, nearly one in three enterprise marketers said their organization was extremely or very successful with content marketing. These marketers, our “top performers,” have certain characteristics that set them apart from their peers (see page 4). A few of the biggest things they do are to differentiate their content and use content collaboration/calendaring/workflow tools.
No matter how successful they are at content marketing, most respondents plan to invest in video in 2022: 72% of all enterprise respondents forecast investment in this area followed by investment in events (62%), paid media (59%), and owned-media assets (55%).
And, yes, challenges remain. The top challenge, which is the same as it was two years ago, is internal communication between teams/silos (57%). It indicates a pressing need to formalize content operations in enterprises that have not yet done so.
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.
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.
Welcome to Content Marketing Institute’s first Video & Visual Storytelling Survey. In this report, you’ll learn how content marketers are using videos, how they’re getting them produced, where they’re seeing results, and more.
Are you using video strategically? Are you paying as much attention to your video distribution plan as you are to video creation? Are you measuring results to see what works? All are important to overall video marketing success. Here’s to yours!
Welcome to the 12th Annual Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. What a year it has been.
This edition of our report looks back on the last 12 months and includes expectations for 2022. Throughout, you will see quotes from the many rich, qualitative responses we received to the question, “What did the pandemic change most about your organization’s content marketing strategy/approach?” In all, 75% of respondents took the time to answer this question and we are ever so grateful. What amazing insights it yielded!
The key theme that emerged was this: The pandemic awoke a sleeping giant – content marketing, that is. Without in-person events and face-to-face selling, many who had previously paid little attention to content marketing suddenly became aware of its power. More content marketers got a seat at the table and helped keep many businesses on their audiences’ radar. Some discovered new audiences altogether.
The research also confirmed what many of us already knew: Content marketers are some of the fiercest business pros around. In the most difficult of times, they get the job done – and many come through more creative and stronger than before.
Congratulations, content marketers, for a job well done in the most difficult of times. Our entire team salutes you!
By day, you’re in the office, cooking up content. By night, you’re in the kitchen, preparing a satisfying meal. But what if we combined the two?
Developing a content marketing strategy is like creating a dinner menu. You start with the basic ingredients and build upon them. You perfect your technique, exercising balance while adding a dash of flavor. And don’t forget, presentation is key. You must distribute and plate your meal beautifully.
So, what are people making and how are they making it? We asked the Content Marketing Institute team to share their favorite content-inspired dishes. Whether you are a first-time cook or a seasoned chef, these recipes will give you new perspective on processes, measurement and ROI, technology, and more. They are definitely ones you want in your repertoire.
We’ve put together the ultimate cookbook for content marketers, filled with tasty (and mildly entertaining) recipes. We hope you enjoy it. Bon appétit!
The 2021 Content Management & Strategy survey gives a snapshot of how marketers use tech to help create, manage, deliver, and scale enterprise content and marketing.
What makes CMWorld special? The people. Our speakers, attendees, and sponsors are smart, witty, and fun to be around. Networking is something we all are wanting right now, and CMWorld Bingo gives you a way to have those conversations that make CMWorld great.
Welcome to the 11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends report. You may notice this year’s report feels different than past years and that’s by design. A year like no other required an approach like no other.
As in past years, we fielded the survey during the summer. We asked many of the same questions as last year but added new ones to see how content marketers were faring several months into the pandemic.
Although the data did not reveal drastic reductions in content marketing resources, many respondents shared in the fill-in comments their challenges of having to do more with less. Others shared their concerns about trying to reach audiences in an overcrowded virtual world.
Nevertheless, one thing stood out: Content marketers are resilient. Most have met the challenges of the pandemic head-on: They’re adapting quickly—and they believe in the value their content provides.
Virtual conferences and events provide new opportunities for you
to showcase your product or service, meet 1:1 with your current
and potential customers, and listen to the needs of the industry. With such a large investment of time, money, and human resources, it’s no surprise that management expects great returns on each event that your company sponsors.
On behalf of the Content Marketing Institute team, we’re all here to help you. We’re ready for exciting experiences, great ROI for sponsors, and new ways for customers to advance the practice of content marketing because of partner relationships built at our events.
When Content Marketing Institute (CMI) first reported on manufacturing in 2014, we noted that manufacturers were later to adopt content marketing than other industries we studied. They’ve certainly come a long way since then.
As you’ll see in this report—based on the results of our 10th annual content marketing survey—manufacturing marketers have become more strategic with their content marketing and are feeling less challenged with communicating complex content. Many are reporting success with their overall approach to content marketing. The ability to craft content for different audiences across various stages of the buyer’s journey—and distribute that content with precision—will be important to continued success in 2020.
What are some of the changes content marketers are likely to encounter over the next 12 months and beyond? Find out what dozens of experts see on the horizon in Content Marketing Institute's 11th annual e-book of content marketing predictions.
It's back! Content Marketing World's annual conference ebook featuring a large number of our incredible speakers offering their insights on content marketing, how to level up and advance, how best to amplify your message and so much more. Check out what your favorite content marketers have to say on these topics and also meet some new faces to CMWorld. CMWorld 2018 is going to be epic - be sure to join us there! Game On!
Your company has committed to sponsor and exhibit at an industry event (namely, hopefully, Content Marketing World and Intelligent Content Conference). Congratulations! Event teams are committed to bringing you exactly what you signed up for: qualified leads, great conversations, sales and much more. In order to do that, exhibitors must also put their best foot forward to make the most of the investment. Simply showing up won't cut it. If you really truly "show up", maximize your time at an event, build relationships and respect your customers, the return on your investment will be that much greater. The CMI team has put together a checklist for you to examine once you commit. Good luck, and let us know how we can help you!
2. Overview: The State of B2C Content Marketing IN NORTH AMERICA
Hello Consumer Marketers!
Welcome to B2C Content Marketing: 2013 Benchmarks, Budgets, and Trends—North America.
For three years we’ve looked at B2B content marketing trends, and this year, we are excited to bring you these compelling B2C findings.
Here are some of the key research results:
86% of B2C marketers use content marketing, employing 12 individual tactics on average.
B2B marketers use social media more often than their B2C counterparts; however, B2C marketers consider it more effective
(57% of B2C marketers think social media is effective vs. 49% of B2B marketers). On average, B2C marketers use four social media
platforms, compared with the five used by B2B marketers.
On average, 28% of B2C marketing budgets are allocated to content marketing, and 55% of consumer marketers plan to increase
their content marketing spend.
According to our research, both B2B and B2C marketers are still struggling with the effectiveness of their content marketing. So while we
are happy that more marketers are engaging in content marketing to attract and retain customers, we also realize we have a ways to go.
On with the content marketing revolution...
Joe Pulizzi Ann Handley
Founder & Executive Director Chief Content Officer
Content Marketing Institute MarketingProfs
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3. 86% of B2C marketers use content marketing.
Percentage of B2C Respondents
Using Content Marketing
14% do not
use content
marketing
86%
use content
marketing
2013 B2C Content Marketing Benchmarks–North America: Content Marketing Institute/MarketingProfs
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4. B2C marketers use an average of
12 content marketing tactics.
Number of Tactics B2C Marketers Use
20+ Tactics 11% In general, the larger the B2C
company, the more tactics used.
16-19 Tactics 12%
Companies with 10,000 or more
13-15 Tactics 15%
employees use an average of
10-12 Tactics 15%
16 tactics, whereas the smallest
5-9 Tactics 36%
companies use an average of 10.
1-4 Tactics 8% Average: 12
0 10 20 30 40
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5. 100 B2C Content Marketing Usage
(by Tactic)
84% 84%
Compared with their B2B counterparts,
80 78% B2C marketers use more mobile content,
70% 69% mobile apps, print magazines, and print
newsletters.
63% 61%
60
Compared with their B2B counterparts,
B2C marketers use far fewer case studies,
white papers, webinars/webcasts, and
43% 42% 42% 41%
40
40% % research reports.
38 37%
33% 33% 33% 32% 32%
29% 28% 28% 28%
Social Media–Other than Blogs
Licensed/Syndicated Content
26%
Articles on Other Websites
21% 17%
Articles on Your Website
Branded Content Tools
20
Games/Gamification
Webinars/Webcasts
Virtual Conferences
Research Reports
Digital Magazines
Print Newsletters
In-person Events
Print Magazines
Annual Reports
Mobile Content
White Papers
eNewsletters
Case Studies
Infographics
Mobile Apps
Microsites
Podcasts
eBooks
Videos
Books
Blogs
0
2013 B2C Content Marketing Benchmarks–North America: Content Marketing Institute/MarketingProfs
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6. CONTENT MARKETING TACTIC EFFECTIVENESS
Confidence Gap
Effectiveness Ratings of Tactics Among B2C Users
Believe It’s Effective Believe It’s Less Effective
62% In-person Events 38% More B2C marketers rank social media as
62% eNewsletters 38% “effective” or “very effective” than B2B
marketers (57% of B2C marketers vs.
61% Videos 39% 49% of B2B marketers).
57% Blogs 43%
57% Social Media–Other than Blogs 43% More B2C marketers rank print materials
(both magazines and newsletters) as
56% Webinars/Webcasts 44%
“effective” or “very effective” than B2B
55% Branded Content Tools 45% marketers (51% of B2C marketers vs.
54% eBooks 46% 34% of B2B marketers for print magazines,
and 42% of B2C marketers vs. 28% of
53% Articles on Your Website 47%
B2B marketers for print newsletters).
52% Virtual Conferences 48%
51% Print Magazines 49%
100 90 80 70 60 50 40 30 20 10 10 20 30 40 50 60 70 80 90 100
2013 B2C Content Marketing Benchmarks–North America: Content Marketing Institute/MarketingProfs
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7. B2C
Facebook 90%
Twitter 69%
YouTube 65%
LinkedIn 51% B2C marketers use an average of four
Google+ 41%
social media sites to distribute content,
whereas B2B marketers use an average
Pinterest 35% of five.
14% Flickr
B2C marketers most often use Facebook,
14% Foursquare whereas B2B marketers most often use
12% Vimeo LinkedIn.
12% Instagram
9% StumbleUpon
7% SlideShare
7% Tumblr
3% Quora
0 20 40 60 80 100
2013 B2C Content Marketing Benchmarks–North America: Content Marketing Institute/MarketingProfs
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8. B2C marketers cite customer retention/loyalty
as their top content marketing goal.
Organizational Goals for
B2C Content Marketing
Customer Retention/Loyalty 77% Though customer retention/loyalty is the
top organizational goal for B2C marketers,
Customer Acquisition 75%
B2B marketers rank it fourth.
Brand Awareness 74%
Engagement 66% Customer acquisition and brand awareness
Website Traffic 61% are top goals both for B2C and B2B marketers.
Lead Generation 52%
More B2C marketers site sales as a goal
Sales 50% than do B2B marketers; however, more
Thought Leadership 32% B2B marketers cite lead generation,
Lead Management/Nurturing 25% lead management/nurturing, and thought
leadership as priorities.
0 10 20 30 40 50 60 70 80 90 100
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9. B2C marketers most often use web traffic to measure
content marketing success.
Measurement Criteria for
B2C Content Marketing Success
Web Traffic 62%
Direct Sales 55%
Social Media Sharing 52% Both B2C and B2B marketers rank web traffic
Time Spent on Website 43% the most important measurement criterion.
Qualitative Feedback from Customers 42%
SEO Ranking 42% B2C marketers place more emphasis on direct
Increased Customer Loyalty 37% sales, whereas B2B marketers place more
Sales Lead Quality32% emphasis on the quality and quantity of
Sales Lead Quantity 30% sales leads.
Inbound Links 25%
Benchmark Lift of Company Awareness 25%
Benchmark Lift of Product/Service Awareness 22%
Cross-selling 16%
Cost Savings 10%
0 10 20 30 40 50 60 70 80 90 100
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10. More than half of B2C marketers plan to increase their
content marketing budget over the next 12 months.
B2C Content Marketing Spending
(Over Next 12 Months)
Significantly
Decrease
Unsure
1% 11%
Decrease 55% of B2C marketers say they will
2% increase their content marketing spend.
Increase
Remain the 45% Overall, B2C marketers are planning to
Same increase content marketing spend at a
31% rate similar to B2B marketers.
Significantly
Increase
10%
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11. 28% of B2C marketing budgets are allocated
to content marketing.
Total Marketing Budget Spent
on B2C Content Marketing The average share of marketing budget
spent on B2C content marketing is 28%
Micro (Fewer than 10 Employees) 37% (on average, B2B marketers allocate a
bit more: 33%).
Small (10-99 Employees) 24%
Large B2C companies allocate a greater
Midsize (100-999 Employees) 14% share (27%) of their total marketing
Large (1000+ Employees) 27% budget to content marketing than large
B2B companies do (22%); however,
Overall 28% B2B companies of all other sizes allocate
slightly more budget than B2C companies.
0 10 20 30 40 50 60
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12. 53% of B2C marketers say they create content
only in-house.
Insourcing vs. Outsourcing
of B2C Content Creation B2C marketers create content in-house
and outsource it in proportions that are
In-House Only 53% nearly equal to those reported by B2B
marketers.
Outsourced Only 2%
It’s rare for either a B2C or a B2B
Both 44% company to completely outsource
content creation.
0 10 20 30 40 50 60 70
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13. On average, 46% of B2C companies outsource
content creation.
Percentage of B2C Companies that
Outsource Content Creation
Micro (Fewer than 10 Employees) 27%
The larger a B2C company is, the more
Small (10-99 Employees) 50% likely it is to outsource content creation.
Midsize (100-999 Employees) 50%
Large B2C companies outsource content
Large (1000+ Employees) 67% creation more frequently than large
B2B companies.
Average 46%
0 10 20 30 40 50 60 70 80
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14. Most B2C marketers tailor their content.
How B2C Organizations Tailor Content
Profile of Individual Decision Makers 45%
Stage in the Buying Cycle 41%
85% of B2C content marketers
Personalized Content Preferences 31% tailor their content in at least
one way, compared with 91%
Company Characteristics 23%
of B2B marketers.
None 13%
Other 8%
0 10 20 30 40 50 60 70 80
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15. Lack of budget is the top challenge faced by
B2C content marketers.
Challenges that
B2C Content Marketers Face
Lack of Budget 52%
Producing Enough Content 51%
Producing the Kind of Content that Engages 49%
52% of B2C content marketers
Producing a Variety of Content 42%
are challenged with lack of budget,
Inability to Measure Content Effectiveness41% compared with 39% of B2B content
Lack of Knowledge, Training, and Resources 35% marketers.
Lack of Integration Across Marketing 31%
Lack of Buy-in/Vision 21%
Finding Trained Content Marketing Professionals 13%
0 10 20 30 40 50 60 70 80 90 100
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16. Biggest B2C
Content Marketing Challenge
Lack of Budget 23%
More B2C marketers than B2B marketers
Producing Enough Content 15% cite lack of budget as their biggest
challenge (23% B2C vs. 14% B2B).
Producing the Kind of Content that Engages 15%
More B2B marketers than B2C marketers
Lack of Knowledge, Training, and Resources 10%
cite producing enough content as their
Inability to Measure Content Effectiveness 8% biggest challenge (29% B2B vs. 15% B2C).
Lack of Buy-in/Vision 8% Nearly the same percentage of B2C and
B2B marketers cite producing the kind of
Lack of Integration Across Marketing 6%
content that engages as their biggest
Producing a Variety of Content 5% challenge (15% B2C vs. 18% B2B).
Finding Trained Content Marketing Professionals 2%
0 10 20 30 40 50 60
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17. Just 32% of B2C marketers believe they are effective
at content marketing.
How B2C Marketers Rate the
Effectiveness of Their Organization’s
Use of Content Marketing Slightly more B2B marketers (36%)
than B2C marketers (32%) believe
5 Very Effective 7% they are “effective” or “very effective”
4 25% at content marketing (defined as an
answer of 4 or 5 on a scale of 1 to 5).
3 45%
B2C companies with 1,000 employees
2 18% or more rate their organizations as
“effective” or “very effective” more
1 Not At All Effective 2% often than smaller B2C companies do.
0 10 20 30 40 50 60 70 80 90 100
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18. Profile of a best-in-class B2C content marketer.
Comparison of Most Effective B2C Content Marketers
with Least Effective B2C Content Marketers
Most Effective Overall/Average Least Effective
Share of marketing budget
allocated to content marketing 40% 28% 17%
Number of tactics used 14 12 8
Number of social platforms used 5 4 3
Plans to increase content marketing
spend next year 49% 55% 59%
Tailor content to profile of
decision maker 46% 45% 30%
Challenged with producing
engaging content 35% 49% 63%
Challenged with lack of buy-in/vision
from higher-ups 14% 21% 33%
2013 B2C Content Marketing Benchmarks–North America: Content Marketing Institute/MarketingProfs
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19. Profile of a best-in-class B2C content marketer.
The most effective B2C content marketers:
Spend a higher percentage of their marketing budget on content marketing
Use more tactics and distribute content on more social networks
Tailor content to specific profiles/personas more frequently
Are far less challenged in terms of producing engaging content
Are less challenged with lack of buy-in/vision from higher-ups
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20. B2C Content Marketing: 2013 Benchmarks, Budgets, and Trends–North America was produced
by Content Marketing Institute and MarketingProfs and sponsored by Pace. The survey was mailed
electronically to a sample of B2C marketers from among members and subscribers of MarketingProfs
and Content Marketing Institute. A total of 354 responded from North American companies in August
2012, representing a full range of industries, functional areas, and company sizes.
B2C Industry Classification Size of B2C Company B2C Job Title/Function
(by Employees) Sales
Administration/Support Website/Technology
Retail Sales/Business Management 2% Programmer
1%
Trade/Distribution Advertising/ Large 2%
10% Marketing (1000+ Employees) Consultant Other
8% Healthcare/Medical/ 22% 3% 6%
Other Pharmaceutical Midsize General
Management
8% (100-999 Micro
41% Employees) (Fewer than 5%
Marketing/Advertising/
19% 10 Employees) Marketing
Administration/Support Communications/PR
7% Travel/Tourism/
Hospitality
34% 9% 34%
Content Creation/
6% Small Management
(10-99 Employees) 10%
4% 6% Banking/Accounting/
Financial 24% Corporate
Management/Owner
5% 5%
Publishing/ 29%
Real Estate Media
Education Insurance
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21. About Content Marketing Institute:
Content Marketing Institute (CMI) is the leading global content marketing education and training organization.
CMI teaches enterprise brands how to attract and retain customers through compelling, multi-channel
storytelling. CMI’s Content Marketing World event is the largest content marketing-focused event. CMI
also produces the quarterly magazine Chief Content Officer, and provides strategic consulting and content
marketing research for some of the best-known brands in the world. Get more content marketing resources at
ContentMarketingInstitute.com. CMI is a division of Z Squared Media, a 2012 Inc. 500 company.
About MarketingProfs:
MarketingProfs is a professional development resource that offers actionable know-how designed to make
you a smarter marketer. More than 423,000 MarketingProfs subscribers rely on us to stay up-to-date on the
most important trends in marketing—from social media and content marketing to lead generation and email
marketing. MarketingProfs delivers enhanced professional development training via online seminars and
short webcasts, in-depth how-to reports, research, interactive planning tools, online courses, and in-person
events. Subscribe to our actionable daily newsletter at MarketingProfs.com.
About Pace:
Pace is a custom content marketing leader, producing multi-channel content that delivers results for a diverse
client base. Our staff of more than 300 professionals consistently produces award-winning work in a variety of
media, including digital, mobile content, social media, magazines, catalogs, books, videos, and e-commerce
solutions. Pace was founded and is owned by Bonnie McElveen-Hunter, the current chair of the American Red
Cross, and is based in Greensboro, NC. For more information, please visit paceco.com,
http://twitter.com/PaceComm, or http://www.linkedin.com/company/pace-communications.
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