The Content Marketing Institute and MarketingProfs, sponsored by Imagination, just released their second annual B2C Content Marketing Research: 2014 Benchmarks, Budgets, and Trends – North America in hopes of shedding more insight to an answer to that question. This latest study reveals changes and also gives a better understanding as to why effective B2B (business-to-business) marketers seem to have more success in comparison to less effective B2C marketers.
This year the Content Marketing Institute and MarketingProfs study shows that B2C marketers with a documented marketing strategy have rated more effective in every aspect of content marketing in comparison to B2C marketers who lack strategy document planning. Unfortunately, it seems more common for marketers to not implement a documented strategy in their marketing efforts with only 39% of B2C marketers reporting to have a documented content strategy.
The good news is that while the number of B2C marketers with a documented strategy is only 39%, the number of B2C marketers using content marketing is up 4% to 90% from last year’s 86%. Looking deeper into this study reveals that B2C marketers who have rated themselves as being the most effective at content marketing efforts, have a documented strategy in place. To further back these findings, only 12% of B2C marketers with a least effective rating at content marketing, have a documented strategy.
This year’s study shows an increase in confidence for B2C marketers with an increase in the 10 tactics deemed to be most effective in content marketing. With 74% of B2C marketers rating in-person events as the most effective tactic, whereas the effectiveness of blogs has dropped by 2% since last year’s study and rated as the least effective tactic by B2C marketers. In-person events have jumped substantially by 12%, up from 62% since last year.
B2C marketers are increasingly leveraging all social media platforms more so in comparison to last year’s study. The biggest social media jump compared to last year was with the social media network, LinkedIn, with a 20% jump to 71% from last year's 51%. This year the Content Marketing Institute and MarketingProfs asked B2C marketers to rate social media platform effectiveness and even though more B2C marketers are using social media platforms for marketing purposes, many marketers are not so sure about social media’s effectiveness in their content marketing strategies.
A total of 60% of B2C marketers are planning on increasing their content marketing budgets within the next 12 months, which is up from last year’s 55%. An interesting fact for B2C marketers to take notice of is the fact that 69% of least effective B2C marketers are making plans to increase their content marketing budgets in comparison to 55% of the most effective B2C marketers.
This year it seems that more B2C marketers are creating content with about 72% of marketers stating that they create more content now compared to 2012. This number increases to 77% for B2C marketers who consider themselves to be the most effective content marketers. And this number increases higher yet for most effective B2C marketers with a documented strategy. Statistics seem to show that it would be smart for more B2C marketers to begin documenting their content marketing strategies to ensure a greater content marketing success.
This article is by Randy Bowden from steamfeed.com.