2017-2018北美B2C内容营销趋分析报告（英文版）.pptx

,2,CONTENT,MARKETING,2017-2018Benchmarks,Budgets,andTrendsNorthAmerica,Welcome,This Years B2C Content MarketingTop Performers At-A-GlanceSECTION1:Usage & Team Organization,SECTION4:Content Creation & Distribution,TABLE OF CONTENTS,3,45,10 SECTION2:Clarity, Commitment &Overall Success,23,43 Methodology/Demographics44 About,34 SECTION5:Goals & Metrics40 SECTION6:Budgets & Spending,18 SECTION3:Content Marketing Strategy2,WELCOMEGreetingsMarketers,WelcometoB2CContentMarketingBenchmarks,Budgets,andTrendsNorthAmerica. ThisisourfifthyearreportingonhowB2Cmarketersapproachcontentmarketing.Earlierthisfall,wereleasedourcompanionreportonB2Bmarketing,nowinitsseventhyear.,Alothaschangedsincewelaunchedourfirstcontentmarketingsurveyin2010.Thisyear,weredesignedthesurveytodigdeeperintohowmarketersareoperatinginthematuringcontentmarketingindustry.Wewereencouragedtoseethat63%ofB2Cmarketersreporttheirorganizationsaremuchmoreorsomewhatmoresuccessfulwithcontentmarketingthantheywereoneyearago.WhatabouttheB2Cmarketerswhoindicatedtheirsuccesswasstagnant?Thetoptworeasonscitedwerestrategyissues(lackofstrategy,developing/adjustingstrategy)andnotenoughtimeforcontentmarketing.Inaddition,only52%agreedthattheirleadershipteamgivesthemampletimetoproducecontentmarketingresults.Thefactis,everythingaboutcontentmarketingtakestime.Ittakestimetodevelopastrategytimetodevelopanddistributequalitycontenttimetoevaluatewhatsworkingandwhatisntandtimetoseeresults. Wehopetheseresearchinsightswillbehelpfulasyouconsiderhowmuchtimetoinvestincontentmarketingandwheretospenditintheyearahead.Yoursincontent,Joe & Ann,JoePulizziFounderContent Marketing InstituteAnnHandleyChief Content Officer,MarketingProfs3,MostSuccessful,AllRespondents,LeastSuccessful,OrganizationisclearonwhataneffectiveorsuccessfulcontentmarketingprogramlookslikeOrganizationisextremely/verycommittedtocontentmarketingDescribesorganizationscontentmarketingmaturityassophisticated/matureHasadocumentedcontentmarketingstrategyContentmarketingstrategyisextremely/veryeffectiveMeasurescontentmarketingROIPercentageoftotalmarketingbudgetallocatedtocontentmarketing(average)AgreesthatorganizationisrealisticaboutwhatcontentmarketingcanachieveAlways/frequentlyconsidershowtheircontentimpactsoverallexperienceapersonhaswiththeirorganizationAlways/frequentlydeliverscontentconsistentlyAgreesthatleadershipgivesampletimetoproduceresults,80%90%65%63%78%91%38%90%90%87%75%,40%60%30%40%35%75%26%69%71%61%52%,13%37%5%20%5%54%21%52%50%36%38%,COMPARISON CHARTThis Years B2C Content Marketing Top PerformersAt-A-Glance,Charttermdefinitions:Atopperformer(aka,“mostsuccessful”)isonewhocharacterizeshisorherorganizationsoverallcontentmarketingapproachasextremelyorverysuccessful.The“leastsuccessful”characterizetheirorganizationsapproachasminimallyornotatallsuccessful.2017B2CContentMarketingTrendsNorthAmerica:ContentMarketingInstitute/MarketingProfs4,USAGE&TEAM,5,ORGANIZATION,30% 49% 42%,Areinthe Havesmallcontent Haveexperienced,sophisticated/ marketingteams managementchangesmaturephaseof servingtheentire thathavehadacontentmarketing organization positiveimpactonmaturity theorganizations,contentmarketing,B2CCONTENTMARKETING,Contentmarketingisdefinedas“astrategicmarketingapproachfocusedoncreatinganddistributingvaluable,relevant,andconsistentcontenttoattractandretainaclearlydefinedaudienceand,ultimately,todriveprofitablecustomeraction.”Note:Ofthe14%nonusers,51%saidtheyplantolaunchacontentmarketingeffortwithin12months;46%hadnoimmediateplanstobeginusingcontentmarketing;and3%hadusedcontentmarketinginthepastbutstopped.,86%,Yes,14%,USAGE & TEAM ORGANIZATIONDoes your organization use content marketing?PercentageofB2CMarketersUsingContentMarketingNo,Base=B2Cmarketers.2017B2CContentMarketingTrendsNorthAmerica:ContentMarketingInstitute/MarketingProfs6,2017B2CContentMarketingTrendsNorthAmerica:ContentMarketingInstitute/MarketingProfs,USAGE & TEAM ORGANIZATIONHow would you describe your organizationscontent marketing maturity level?HowB2CMarketersAssessTheirOrganizationsContentMarketingMaturityLevel,Providingaccurate,SOPHISTICATED6%measurementtothebusiness,scalingacrosstheorganization,Findingsuccess,MATURE24%yetchallengedwithintegrationacrosstheorganization,Havedeveloped,ADOLESCENT32%abusinesscase,seeingearlysuccess,becomingmoresophisticatedwithmeasurementandscaling,Growingpains,YOUNG22%challengedwithcreatingacohesivestrategyandameasurementplan,Doingsomeaspects,FIRST STEPS14%ofcontent,buthavenotyetbeguntomakecontentmarketingaprocess,Base=Contentmarketers;aidedlist.,7,2017B2CContentMarketingTrendsNorthAmerica:ContentMarketingInstitute/MarketingProfs,USAGE & TEAM ORGANIZATIONHow is content marketing structuredwithin your organization?B2CContentMarketingOrganizationalStructure,Centralizedcontentmarketinggroupthatworkswithmultiplebrands/productlinesthroughouttheorganizationEachbrand(productline/property)hasitsowncontentmarketingteamBoth:AcentralizedgroupaswellasindividualteamsthroughouttheorganizationSmall(orone-person)marketing/contentmarketingteamservestheentireorganizationOther,8%,21%18%,49%,3%,Base=Contentmarketers;aidedlist.,8,2017B2CContentMarketingTrendsNorthAmerica:ContentMarketingInstitute/MarketingProfs,Base=Contentmarketers;aidedlist.,9%,42%,USAGE & TEAM ORGANIZATIONHas your organization undergone any managementand/or structural changes over the last 12 months thathave impacted your content marketing approach?B2CManagementChangesImpactingContentMarketing,Yes, hada positiveimpact,Yes, hada negativeimpact,47%No changes,9,CLARITY,COMMITMENT,10,&OVERALLSUCCESS,60% 25% 63%,Areextremelyor Areextremelyor Aremuchmoreor,verycommittedto verysuccessful somewhatmorecontentmarketing withtheiroverall successfulwith,approachto contentmarketingcontentmarketing thantheywereone,yearago,B2CCONTENTMARKETING,2017B2CContentMarketingTrendsNorthAmerica:ContentMarketingInstitute/MarketingProfs,Base=Contentmarketers;aidedlist.,40%,Yes,CLARITY, COMMITMENT & OVERALL SUCCESSIn your organization, is it clear what an effective orsuccessful content marketing program looks like?PercentageofB2CMarketersWhoseOrganizationsHaveClarityonContentMarketingSuccessNo,33%26%Unsure,11,7%,31%,18%,CLARITY, COMMITMENT & OVERALL SUCCESSHow would you describe your organizationscommitment level to content marketing?B2COrganizationsCommitmenttoContentMarketingVery Committed42%,SomewhatCommittedBase=Contentmarketers;aidedlist.,Not VeryCommitted2017B2CContentMarketingTrendsNorthAmerica:ContentMarketingInstitute/MarketingProfs,ExtremelyCommitted1%Not At AllCommitted,12,4%,3%,45%,CLARITY, COMMITMENT & OVERALL SUCCESSHow would you characterize the successof your organizations current overallcontent marketing approach?HowB2CMarketersRatetheSuccessofTheirOrganizationsOverallContentMarketingApproachVerySuccessful,ModeratelySuccessfulNote:Thesurveydefinedsuccessasachievingyourorganizationsdesired/targetedresults.ThisreportdefinestheTop2respondents(extremely/very)as“mostsuccessful”or“topperformers,”andtheBottom2(minimally/notatall)as“leastsuccessful.”Base=Contentmarketers;aidedlist.,Extremely 21%SuccessfulNot At AllSuccessful27%MinimallySuccessful2017B2CContentMarketingTrendsNorthAmerica:ContentMarketingInstitute/MarketingProfs,13,2017B2CContentMarketingTrendsNorthAmerica:ContentMarketingInstitute/MarketingProfs,Base=Contentmarketers;aidedlist.,18%,CLARITY, COMMITMENT & OVERALL SUCCESSHow does the success of your organizationscurrent overall content marketing approachcompare with one year ago?HowB2CMarketersRateTheirOrganizationsContentMarketingApproachComparedWithOneYearAgo45%,23%,4%,1%,9%,MuchMoreSuccessful,SomewhatMoreSuccessful,AbouttheSameasOneYearAgo,SomewhatLessSuccessful,MuchLessSuccessful,DoesNotApply(programlessthanoneyearold),14,Otherreasonscited:MoreBudgetforContentMarketing(29%),ContentMarketingTechnologies/Tools(27%),ContentMarketingTraining/Education(26%),WeHaveGivenOurEffortsTimetoBearFruitandAreNowGettingResults(21%),ChangesinOurTargetAudience(s)(12%),AssistanceofOutsideExpertise(11%),andOther(4%).,CLARITY, COMMITMENT & OVERALL SUCCESSTo what factors do you attribute yourorganizations increase in overall success?FactorsContributingtoB2CMarketersIncreasedSuccessOvertheLastYear,77%,71%,Content Creation (higherquality, more e cient),Management/HR (organizationalchanges, sta ng, new contentmarketing roles)2017B2CContentMarketingTrendsNorthAmerica:ContentMarketingInstitute/MarketingProfs,Strategy (developmentor adjustment)Content Marketing HasBecome a Greater PriorityContent Distribution (bettertargeting, identi cationof what works)Spending MoreTime onContent MarketingContent Measurement(growing in ability toshow results),54%53%49%43%,41%Base=Contentmarketerswhosaidtheirorganizationscontentmarketingsuccessismuch/somewhatmoresuccessfulthanoneyearago.Aidedlist;multipleresponsespermitted.,15,2017B2CContentMarketingTrendsNorthAmerica:ContentMarketingInstitute/MarketingProfs,Base=Contentmarketerswhosaidtheirorganizationscontentmarketingsuccessisaboutthesameasoneyearago.Aidedlist;multipleresponsespermitted.,CLARITY, COMMITMENT & OVERALL SUCCESSTo what factors do you attribute your organizationsstagnancy in success with content marketing?FactorsContributingtoB2CMarketersStagnantSuccessOvertheLastYear,Strategy Issues (lack of strategy,developing/adjusting strategy)Not EnoughTime Devotedto Content MarketingContent-CreationChallengesManagement/HR(organizational changes,sta ng issues)Content Marketing BudgetIssues (inadequate budget,budget cuts)Content Marketing NotPrioritized Highly EnoughContent MeasurementChallenges,49%48%37%32%28%28%25%,16,Otherreasonscited:Otherreasonscited:ContentMarketingTechnologies/Toolslackof,ornewsystemsthatrequirealearningcurve(21%),LackofContentMarketingTraining/Education(20%),OurProgramHasntHadEnoughTimetoBearFruit/ProduceResults(19%),LackofAdequateorEffectiveContentDistribution(18%),ChangesinOurTargetAudience(s)(6%),andOther(8%).Note:Duetothelowpercentageofmarketerswhosaidtheirorganizationsoverallcontentmarketingsuccessissomewhatormuchlesssuccessfulcomparedwithoneyearago,thisreportdoesnotincludeachartfor“FactorsContributingtoB2CMarketersDecreasedSuccessOvertheLastYear.”,2017B2CContentMarketingTrendsNorthAmerica:ContentMarketingInstitute/MarketingProfs,Base=Contentmarketers;aidedlist.,CLARITY, COMMITMENT & OVERALL SUCCESSIndicate your level of agreement with the following statementsconcerning content marketing in your organization.B2CMarketersOpinionsAboutContentMarketing,80%73%,13%16%,7%11%,13%17%16%19%,71%69%69%64%52%,26%,16%14%15%17%22%,Content marketing is an important componentof our organizations marketing program,Our organization is focused on providing anoverall exceptional experience for our audienceOur organization is focused on buildingaudiences (building one or more subscriber bases),Our organization is focused more on buildinglong-term relationships than on getting quick(campaign-like) results from our content marketingOur organization has realistic expectationsabout what content marketing can achieveOur organization values creativity andcraft in content creation and productionWe are able to respond quickly when necessaryto adjust our content marketing strategyOur leadership team gives us ample time toproduce content marketing results, Agree, Neither Agree Nor Disagree86%, Disagree8% 6%,17,CONTENTMARKETING,18,STRATEGY,40% 76% 35%,Havea Saytheirstrategy Saytheirstrategy,documented includesaplanto isextremelyorverycontentmarketing operatecontent effectiveathelpingstrategy marketingasan theirorganization,ongoingbusiness achieveitscurrentprocess,not contentmarketingsimplyacampaign goals,B2CCONTENTMARKETING,3%,2017B2CContentMarketingTrendsNorthAmerica:ContentMarketingInstitute/MarketingProfs,Base=Contentmarketers;aidedlist.,34%,23%,CONTENT MARKETING STRATEGYDoes your organization have acontent marketing strategy?PercentageofB2CMarketersWhoHaveaContentMarketingStrategyYes, and it isdocumented40%,No, with no plansto have one within12 months,Yes, but it is notdocumented,No, but plan to haveone within 12 months,19,2017B2CContentMarketingTrendsNorthAmerica:ContentMarketingInstitute/MarketingProfs,Base=Contentmarketerswhohaveacontentmarketingstrategy.Aidedlist;multipleresponsespermitted.,CONTENT MARKETING STRATEGYWhich of the following elements are included inyour content marketing strategy?ElementsB2CMarketersIncludeinTheirContentMarketingStrategy,76%,A plan to operate content marketingas an ongoing business process,not simply a campaignContent mission and a di erentiatedstory/value to deliverWell-de ned business goals for contentA process to align with other sales/marketing/loyalty initiativesDeep understanding ofaudience personasA measurement plan to provide bothinsight and progress towardthe business goalsThe ability to scale over time (i.e., to growalong with your organization)Other elementsUnsure,