B2C Marketers Heavily Invest in Content Marketing, and Other Useful Stats

B2C Marketers Heavily Invest in Content Marketing, and Other Useful Stats child page title

Earlier this month Pace sponsored a new study by the Content Marketing Institute (CMI) and MarketingProfs called B2C Content Marketing: 2013 Benchmarks, Budgets and Trends-North America. You can also jump straight to the PDF download here. While CMI and MarketingProfs have conducted similar surveys of B2B marketers for three years, this is the first annual survey from the Content Marketing Institute and MarketingProfs about content marketing in the B2C space.

Top-level findings are outlined below for easy reference, but the survey echoes trends those of us in the industry see day-to-day: content marketing is pervasive and still growing in importance in the marketing mix; social media is the dominant tactic; securing enough budget remains tough.

But there are also some surprising results, including one highlighted this week by eMarketer: While metrics such as direct sales and customer retention are cited by marketers as key goals of their content programs, softer organizational goals such as brand awareness still rate highly.

Given the general shift we’ve been seeing around holding up content marketing to the same kind of rigorous ROI standards found in paid digital media, search, and (increasingly) social, brand awareness as a goal for content marketers is something we’d expect to see less of in future surveys.

Top-level findings include, for your reading enjoyment:

  • More than three in four B2C marketers are using Content Marketing: 86% of B2C respondents are investing in content marketing, and on average B2C marketers use 12 content marketing tactics in their content marketing plans.
  • Total Content Marketing budgets: Nearly a third, or 28%, of B2C marketing budgets are allocated to content marketing.
  • Most popular tactics: Social media (84%), Articles on website (84%) and eNewsletters (78%) are the most frequently used content marketing tactics.
  • Social Channels being used: Of B2C marketers using social media, Facebook is the most commonly used platform (90%), followed by Twitter (69%) and YouTube (65%).
  • Organizational goals: Customer Retention/Loyalty (77%), Customer Acquisition (75%) and Brand Awareness (74%) are the most commonly identified goals.
  • Measurement Criteria: Web Traffic was identified as being the No. 1 measurement criteria for content marketing success (62%), followed by direct sales (55%) and social media sharing (52%).
  • Increases over the next 12 months: 55% of marketers plan to increase their content marketing spending over the next year, with 10% stating they would significantly increase their budgets in these areas.
  • Challenges: The most commonly sited challenges that B2C marketers face are: lack of budgets (52%), producing enough content (51%) and producing the kind of content that engages (49%)
Earlier this month Pace sponsored a new study by the Content Marketing Institute (CMI) and MarketingProfs called B2C Content Marketing: 2013 Benchmarks, Budgets and Trends-North America. You can also jump straight to the PDF download here. While CMI and MarketingProfs have conducted similar surveys of B2B marketers for three years, this is the first annual survey from the Content Marketing Institute and MarketingProfs […]

6 Comments

  1. Mavis 4 months ago

    Iliotibial Band Friction Syndrome is the second most common overuse injury
    among endurance athletes. * Do not wear shoes with excessive wear on heels
    or soles. Minor aches and pains in the foot are
    treated with good supportive shoes (walking or athletic), ice, and anti-inflammatory medication like Motrin if not restricted by your
    doctor.

  2. Winona 3 months ago

    The key then is to release pressure on the weakest link,
    while using the mechanism of the spinal column and
    cord via the Occiput and Sacrum to straighten out the whole spinal complex.
    Inhale as much air as you conveniently can while you lift your hands upwards.
    At worst, this could throw your muscles into a bad spasm.

  3. Dr. Alan Shih 3 months ago

    Those who are seriously thinking about this as a profession has to be
    willing to devote a lot more years for additional education and training.

    In 1982, he published his first book, The Agony of De-Feet: A Podiatrist Guide to
    Foot Care. Even though she has ALZ, she will not let me overfeed her.

  4. ‘We are very grateful to Mike Quinlan for his continued generosity and for his enduring commitment to his alma mater.
    It is no longer surprising that world’s leading universities offer learning
    MBA online. They will be able to advise you
    on the best possible repair service since they have the experience.

  5. Brianna 2 months ago

    It is indeed a matter of pride and pleasure when you find
    that your web page is positioned on the top of the search engine lists.

    Customers also have access to a library of online resources including a vast
    number of tutorial videos, in person seminars, and phone support providing detailed information about every step in the process of
    creating a highly-effective marketing campaign. There
    are two main steps you will need to take when planning
    your online marketing efforts.

  6. Everett 2 months ago

    This technique entails publishing of informative
    and keyword-rich articles at several online article magazines and directories.
    That’s why optimizing websites has become one of the important issues for online businesses these days.
    However the fashion has drastically evolved these days;
    bumper stickers are widely used in a number of locations like binders,
    files, walls and desks.

Leave a reply

Your email address will not be published. Required fields are marked *

*

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong>