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:
Pace uses an integrated model that recognizes content marketing as a blend of digital and traditional marketing, communications, journalism, social media, and technical expertise.
Establishing a measurement system is critical to ensuring that content is adding value throughout the customer journey.
The more intimate the content specialists are with the data, the faster, better and more effective the content is going to be. Here at Pace, our editors are analysts, too.
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