,Benchmarks, Budgets, and Trends,CONTENT B2C 2019,MARKETING,mmmmmmmmmmmmmm,WELCOME .3KEY FINDINGS.4OVERALL SUCCESS .7MATURITY .8COMMITMENT.9STRATEGY & OPINIONS.10TECHNOLOGY USE & PROFICIENCY.14AUDIENCE RESEARCH & NURTURING .18CONTENT CREATION & DISTRIBUTION .22BUDGETS & SPENDING .30GOALS & METRICS.33CONTENT MARKETING ISSUES OF IMPORTANCE.37METHODOLOGY .39ABOUT .40,TABLE OF CONTENTS,SURVEY TERM DEFINITIONSContentMarketing:Astrategicmarketingapproachfocusedoncreatinganddistributingvaluable,relevant,andconsistentcontenttoattractandretainaclearlydefinedaudienceand,ultimately,todriveprofitablecustomeraction.Success: Success is defined as achieving your organizations desired/targeted results.2,W,elcometoB2CContentMarketing2019Benchmarks,Budgets,andTrends.ThisreportpresentstheresultsfromtheB2Cmarketerswhotookourninthannualcontentmarketingsurvey.OurresearchhasconsistentlyshownthatcreatingbrandawarenessisatopgoalforB2Ccontentmarketing.However,manyofthisyearssurveyrespondentsalsoreportedstrongconcernforusingcontenttosolidifyexistingrelationships(seepage13).Contentthatcanbeeffectiveatbuildingloyaltytakesmanyshapesandformstoday,forexample:, Videosandsocialmediastoriesthatentertain In-personeventsthatcreateasenseofcommunityandbelonging Podcaststhatinspire Liveorvirtualexperiencesthatevokeemotion Articles,guides,newsletters,etc.,thatprovideinformationObviously,thelistgoeson.Thepointis,thatwhiledrivingpeopletocontentiscritical,givingthemreasonstokeepcomingbackwillgrowlong-termsuccess!3,WELCOME,LISAMURTONBEETSResearchDirectorContentMarketingInstituteANNHANDLEYPartner/CCOMarketingProfs,KEY FINDINGS,B2C contentmarketing budgetsare on this riseFifty-sevenpercentofB2Cmarketerssurveyedexpecttheircontentmarketingbudgettoincreasein2019comparedwith2018.Ofthatgroup,29%expectittoincreasebymorethan9%.,If last year wasany indication,B2C marketers willincrease spendingon content creationin 2019Amongrespondentswhoincreasedcontentmarketingspendinginthelast12months,56%didsointheareaofcontentcreation,makingitthetopareaofincreasedspending.,Using content tobuild customerloyalty is top-of-mindEighty-one percent of B2Cmarketers surveyed agreetheir organizations areconcerned with creatingcontent that builds loyaltywith existing clients/customers. Of that group,52% agreed “strongly” and29% agreed “somewhat.”,AstrongcommitmenttocontentmarketingshowsinoverallresultsB2Cmarketerswhosaytheirorganizationsareextremely/verycommittedtocontentmarketingreportahigherlevelofoverallcontentmarketingsuccessthantheirlesscommittedpeers;theyrealsomore,Sponsored contenton social mediais the top methodof paid contentdistributionSocialmediatopsthelistofpaidmethodsB2Cmarketersusetodistributecontent.Ofthe68%ofrespondentswhousepaidmethods,threeoutoffour(77%)usesponsoredcontentonsocialmedia.,likelytoreporttheyveusedcontentmarketingsuccessfullytoreachgoalssuchaseducatingtheaudienceandbuildingcustomerloyalty.4,MostCommitted,AllRespondents,LeastCommitted,Overallapproachtocontentmarketingisextremely/verysuccessfulStronglyagreesthereiscontentmarketingbuy-infromthehighestlevelsintheirorganizationHasadocumentedcontentmarketingstrategyMeasurescontentmarketingROIIsextremely/veryproficientwithusingthecontentmarketingmetricstheirteamhasselectedStronglyagreesorganizationisconcernedwithcreatingcontentthatbuildsloyaltywithexistingclients/customersSomewhatagreesorganizationisconcernedwithcreatingcontentthatbuildsloyaltywithexistingclients/customersHasusedcontentmarketingsuccessfullytobuildloyaltywithexistingcustomersinlast12monthsUseseducationalcontenttonurtureaudienceHasusedcontentmarketingsuccessfullytoeducateaudienceinlast12monthsUsespaidmethodstodistributecontentforcontentmarketingpurposes,40%49%39%58%40%63%21%68%73%72%66%,28%37%33%57%32%52%29%63%71%65%68%,8%16%22%55%16%34%45%51%67%53%71%,KEY FINDINGSDifferences Between B2C Marketers by Organizations Commitment to Content Marketing,Charttermdefinitions:The“mostcommitted”respondentsarethosewhodescribetheirorganizationscommitmentleveltocontentmarketingasextremelyorverycommitted.The“leastcommitted”describeitassomewhatornotverycommitted.Noneoftherespondentssaidtheirorganizationwas“notatall”committed.Base:B2Ccontentmarketers.B2CContentMarketing2019:Benchmarks,Budgets,andTrendsContentMarketingInstitute/MarketingProfs5,6,SUCCESS,MATURITY,&COMMITMENT,7,HowB2CMarketersRateTheirOrganizationsOverallLevelofContentMarketingSuccess1% 3%,17%54%,25%,Extremely SuccessfulVery SuccessfulModerately SuccessfulMinimally SuccessfulNot At All Successful,HowB2CMarketersRateTheirOrganizationsContentMarketingSuccessComparedWithOneYearAgo3%0%,23%,19%55%,Much More SuccessfulSomewhat More SuccessfulAbout the SameSomewhat Less SuccessfulMuch Less Successful,Note:Thesurveydefinedsuccessasachievingyourorganizationsdesired/targetedresults.Base:B2Ccontentmarketers;aidedlist.B2CContentMarketing2019:Benchmarks,Budgets,andTrendsContentMarketingInstitute/MarketingProfs,Base:B2Ccontentmarketers;aidedlist.B2CContentMarketing2019:Benchmarks,Budgets,andTrendsContentMarketingInstitute/MarketingProfs,SUCCESS, MATURITY & COMMITMENT74% of B2C content marketers say their organizations content marketing is much/somewhatmore successful compared with one year ago.,SOPHISTICATED,MATURE,ADOLESCENT,YOUNG,FIRST STEPS,11%,HowB2CMarketersRateTheirOrganizationsContentMarketingMaturityLevel31%,26%,5%,27%,SOPHISTICATEDProvidingaccuratemeasurementtothebusiness,scalingacrosstheorganizationMATURE,Findingsuccess,yetchallengedwithintegrationacrosstheorganizationADOLESCENTHavedevelopedabusinesscase,seeingearlysuccess,becomingmoresophisticatedwithmeasurementandscalingYOUNG,Growingpains,challengedwithcreatingacohesive,strategyandameasurementplan,FIRST STEPSDoingsomeaspectsofcontent,buthavenotyetbegunto,makecontentmarketingaprocess8,Base:B2Ccontentmarketers;aidedlist.B2CContentMarketing2019:Benchmarks,Budgets,andTrendsContentMarketingInstitute/MarketingProfs,SUCCESS, MATURITY & COMMITMENTAs an organization grows in content marketing maturity, its success is likely to increase.,EXTREMELYCOMMITTED,VERYCOMMITTED,SOMEWHATCOMMITTED,NOT VERYCOMMITTED,NOT AT ALLCOMMITTED,HowB2CMarketersRateTheirOrganizationsCommitmenttoContentMarketing43%31%21%5%0%,CMI/MarketingProfsannualresearchconsistentlyshowsthatastrongcommitmenttocontentmarketingoftenyieldsahigherlevelofoverallsuccess.,Base:B2Ccontentmarketers;aidedlist.B2CContentMarketing2019:Benchmarks,Budgets,andTrendsContentMarketingInstitute/MarketingProfs9,SUCCESS, MATURITY & COMMITMENT64% of B2C content marketers report their organization is extremely/very committed tocontent marketing.,10,STRATEGY&OPINIONS,YES,AND IT ISDOCUMENTED,YES,BUT IT IS NOTDOCUMENTED,NO, BUT PLANTO WITHIN12 MONTHS,NO, WITHNO PLANSIN 2018,ProportionofB2CMarketersWithaContentMarketingStrategy41%33%22%4%,Adocumentedcontentmarketingstrategyisoftenakeyindicatorofcontentmarketingsuccess;however,onlyoneoutofthreeB2Cmarketerssurveyedpossessone.,Base:B2Ccontentmarketers;aidedlist.B2CContentMarketing2019:Benchmarks,Budgets,andTrendsContentMarketingInstitute/MarketingProfs11,STRATEGY & OPINIONS33%ofB2Cmarketerssurveyedhaveadocumentedcontentmarketingstrategy.,Base:B2Ccontentmarketerswhohaveadocumentedcontentmarketingstrategy.Aidedlist;multipleresponsespermitted.B2CContentMarketing2019:Benchmarks,Budgets,andTrendsContentMarketingInstitute/MarketingProfs12,77%,65%65%61%56%56%53%,16%,4%,0,20,40,60,80,100,Aligns team around common mission/goalsKeeps team focused on documented prioritiesMakes it easier to determine whichtypes of content to developCreates accountabilityHelps team allocate resourcesto optimize desired resultsProvides clarity on targeted audience(s)Makes it easier to identify whichmetrics to focus onYields more accurate budgetary informationOther benefits,STRATEGY & OPINIONSB2C marketers say the top benefit of a documented content marketing strategy is that it alignsthe team around a common mission/goals.BenefitsofaDocumentedB2CContentMarketingStrategy,52%51%39%,29%30%40%,5%5%,37%30%,32%39%,15%14%,11%12%,7% 10% 2%13% 6% 0%14% 5% 2%,0,20,40,60,80,100,Our organization is concerned withcreating content that builds loyaltywith existing clients/customers.Our audience views our organization asa credible and trusted resource.Our organization values creativity andcraft in content creation and production.,There is content marketing buy-in fromthe highest levels in our organization.Our organization places importanceon building relationships with influencers(e.g., brand advocates, journalists).,STRATEGY & OPINIONS81% of B2C marketers agree their organization is concerned with creating content that buildsloyalty with existing clients/customers.B2CMarketersOpinionsAboutContentMarketinginTheirOrganization, Strongly Agree Somewhat Agree Neither Agree Nor Disagree Somewhat Disagree Strongly DisagreeBase:B2Ccontentmarketerswhoansweredeachstatement.B2CContentMarketing2019:Benchmarks,Budgets,andTrendsContentMarketingInstitute/MarketingProfs13,14,TECHNOLOGYUSE,&PROFICIENCY,ADVANCED,INTERMEDIATE,NOVICE,9%EXPERT,19%,8%BEGINNER,1%UNSURE,B2CMarketersProficiencyWithUseofContentMarketingTechnology40%,23%,EXPERTContentmarketingtechnologyisintegratedacrosstheorganization,experiencingthebenefitsADVANCEDFindingsuccess,yetchallengedwithintegratingcontent,marketingtechnologyacrosstheorganizationINTERMEDIATE,Becomingmoreconsistentwiththeuseofcontentmarketingtechnology,seeingearlysuccessNOVICE,Growinginuseofcontentmarketingtechnology,butnot,usingitconsistentlyBEGINNER,Juststartedusingoneormorecontentmarketingtechnologies15,Base:B2Ccontentmarketerswhoseorganizationsuseoneormoreofthelistedtechnologiespresentedonthesurvey;aidedlist.B2CContentMarketing2019:Benchmarks,Budgets,andTrendsContentMarketingInstitute/MarketingProfs,TECHNOLOGY USE another 30% describe it as novice.,Base:B2Ccontentmarketerswhoseorganizationsuseoneormoreofthetechnologieslisted.Aidedlist;multipleresponsespermitted.B2CContentMarketing2019:Benchmarks,Budgets,andTrendsContentMarketingInstitute/MarketingProfs16,85%77%,71%,29%27%,12%12%,4%,55%52%45%,0,20,40,60,80,100,Social Media Publishing/AnalyticsEmail Marketing SoftwareAnalytics ToolsContent Creation/OptimizationContent Management System (CMS)Workflow/Project Management/Editorial CalendaringMarketing Automation SystemContent Syndication/Promotional ToolsChatbotsIntegrated Content Marketing Platform (CMP)Artificial Intelligence (AI),TECHNOLOGY USE & PROFICIENCYThetopthreetechnologiesB2Cmarketersusetoassistwithmanagingtheircontentmarketingeffortsaresocialmediapublishing/analytics,emailmarketingsoftware,andanalyticstools.TypesofTechnologiesB2CMarketersUsetoAssistWiththeManagementofContentMarketingEorts,Base:B2Ccontentmarketerswhoseorganizationsuseoneormoreofthetechnologieslisted.Aidedlist;multipleresponsespermitted.B2CContentMarketing2019:Benchmarks,Budgets,andTrendsContentMarketingInstitute/MarketingProfs17,68%63%,36%36%35%32%31%,0,20,40,60,80,4%,Better insight into how content is performingBetter insight into audiencebehavior/preferencesEasier content repurposingEnhanced customer experiences dueto improved interactionsImproved workflowMore conversionsTime savingsOther benefits,TECHNOLOGY USE & PROFICIENCYB2Cmarketerssaythetopbenefitofusingcontentmarketingtechnologyisthatitprovidesbetterinsightintohowcontentisperforming.BenefitsB2CMarketersDerivefromUsingContentMarketingTechnologies,