2017北美B2C内容营销趋势（英文版）.pdf

SPONSORED BY2CONTENTMARKETING2017 Benchmarks, Budgets, and TrendsNorth AmericaWelcomeThis Years B2C Content Marketing Top Performers At-A-GlanceSECTION 1: Usage & Team OrganizationSECTION 2: Clarity, Commitment & Overall SuccessSECTION 3: Content Marketing StrategySECTION 4: Content Creation & DistributionSECTION 5: Goals & Metrics SECTION 6: Budgets & SpendingMethodology/DemographicsAboutTABLE OF CONTENTSSPONSORED BY345101823404344342WELCOMEGreetings Marketers,Welcome to B2C Content Marketing Benchmarks, Budgets, and TrendsNorth America. This is our fifth year reporting on how B2C marketers approach content marketing. Earlier this fall, we released our companion report on B2B marketing, now in its seventh year.A lot has changed since we launched our first content marketing survey in 2010. This year, we redesigned the survey to dig deeper into how marketers are operating in the maturing content marketing industry. We were encouraged to see that 63% of B2C marketers report their organizations are much more or somewhat more successful with content marketing than they were one year ago.What about the B2C marketers who indicated their success was stagnant? The top two reasons cited were strategy issues (lack of strategy, developing/adjusting strategy) and not enough time for content marketing. In addition, only 52% agreed that their leadership team gives them ample time to produce content marketing results. The fact is, everything about content marketing takes time. It takes time to develop a strategy time to develop and distribute quality content time to evaluate whats working and what isnt and time to see results. We hope these research insights will be helpful as you consider how much time to invest in content marketingand where to spend itin the year ahead.Yours in content,Joe & AnnJoe PulizziFounderContent Marketing InstituteAnn HandleyChief Content OfficerMarketingProfs3SPONSORED BY4COMPARISON CHARTMost Successful All Respondents Least SuccessfulOrganization is clear on what an effective or successful content marketing program looks like80% 40% 13%Organization is extremely/very committed to content marketing 90% 60% 37%Describes organizations content marketing maturity as sophisticated/mature 65% 30% 5%Has a documented content marketing strategy 63% 40% 20%Content marketing strategy is extremely/very effective 78% 35% 5%Measures content marketing ROI 91% 75% 54%Percentage of total marketing budget allocated to content marketing (average) 38% 26% 21%Agrees that organization is realistic about what content marketing can achieve 90% 69% 52%Always/frequently considers how their content impacts overall experience a person has with their organization90% 71% 50%Always/frequently delivers content consistently 87% 61% 36%Agrees that leadership gives ample time to produce results 75% 52% 38%This Years B2C Content Marketing Top Performers At-A-Glance 2017 B2C Content Marketing TrendsNorth America: Content Marketing Institute/MarketingProfsChart term definitions: A top performer (aka, “most successful”) is one who characterizes his or her organizations overall content marketing approach as extremely or very successful. The “least successful” characterize their organizations approach as minimally or not at all successful.SPONSORED BY5USAGE & TEAM ORGANIZATION30% 49% 42% Are in the sophisticated/mature phase of content marketing maturityHave small content marketing teams serving the entire organizationHave experienced management changes that have had a positive impact on the organizations content marketingSPONSORED BYB2C CONTENT MARKETING6USAGE & TEAM ORGANIZATION2017 B2C Content Marketing TrendsNorth America: Content Marketing Institute/MarketingProfsDoes your organization use content marketing?Content marketing is defined as “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audienceand, ultimately, to drive profitable customer action.” Note: Of the 14% nonusers, 51% said they plan to launch a content marketing effort within 12 months; 46% had no immediate plans to begin using content marketing; and 3% had used content marketing in the past but stopped.Base = B2C marketers.86%Yes14%NoPercentage of B2C Marketers Using Content MarketingSPONSORED BY7USAGE & TEAM ORGANIZATION2017 B2C Content Marketing TrendsNorth America: Content Marketing Institute/MarketingProfsHow would you describe your organizations content marketing maturity level?How B2C Marketers Assess Their Organizations Content Marketing Maturity LevelSOPHISTICATED MATURE ADOLESCENT YOUNG FIRST STEPS6% 24% 32% 22% 14%Providing accurate measurement to the business, scaling across the organizationFinding success, yet challenged with integration across the organizationHave developed a business case, seeing early success, becoming more sophisticated with measurement and scalingGrowing pains, challenged with creating a cohesive strategy and a measurement planDoing some aspects of content, but have not yet begun to make content marketing a processBase = Content marketers; aided list.SPONSORED BY8USAGE & TEAM ORGANIZATION2017 B2C Content Marketing TrendsNorth America: Content Marketing Institute/MarketingProfsHow is content marketing structured within your organization?B2C Content Marketing Organizational StructureCentralized content marketing group that works with multiple brands/product lines throughout the organizationEach brand (product line/property) has its own content marketing teamBoth: A centralized group as well as individual teams throughout the organizationSmall (or one-person) marketing/content marketing teamserves the entire organizationOther21%8%18%49%3%Base = Content marketers; aided list.SPONSORED BY9USAGE & TEAM ORGANIZATION2017 B2C Content Marketing TrendsNorth America: Content Marketing Institute/MarketingProfsHas your organization undergone any management and/or structural changes over the last 12 months that have impacted your content marketing approach?Base = Content marketers; aided list.47%9%42%B2C Management Changes Impacting Content MarketingYes, had a positive impactYes, had a negative impactNo changesSPONSORED BY10CLARITY, COMMITMENT & OVERALL SUCCESS60% 25% 63% Are extremely or very committed to content marketingAre extremely or very successful with their overall approach to content marketingAre much more or somewhat more successful with content marketing than they were one year agoSPONSORED BYB2C CONTENT MARKETING11CLARITY, COMMITMENT & OVERALL SUCCESS2017 B2C Content Marketing TrendsNorth America: Content Marketing Institute/MarketingProfsIn your organization, is it clear what an effective or successful content marketing program looks like? Base = Content marketers; aided list.26%33%40%Percentage of B2C Marketers Whose OrganizationsHave Clarity on Content Marketing SuccessYesNoUnsureSPONSORED BY12CLARITY, COMMITMENT & OVERALL SUCCESS2017 B2C Content Marketing TrendsNorth America: Content Marketing Institute/MarketingProfsHow would you describe your organizations commitment level to content marketing?Base = Content marketers; aided list.31%7%1%42%18%B2C Organizations Commitment to Content MarketingExtremelyCommittedVery CommittedSomewhat CommittedNot Very CommittedNot At All CommittedSPONSORED BY132017 B2C Content Marketing TrendsNorth America: Content Marketing Institute/MarketingProfsCLARITY, COMMITMENT & OVERALL SUCCESSHow would you characterize the success of your organizations current overall content marketing approach?Base = Content marketers; aided list.Note: The survey defined success as achieving your organizations desired/targeted results. This report defines the Top 2 respondents (extremely/very) as “most successful” or “top performers,” and the Bottom 2 (minimally/not at all) as “least successful.”45%27%3%21%4%How B2C Marketers Rate the Success of Their Organizations Overall Content Marketing ApproachExtremelySuccessfulVery SuccessfulModeratelySuccessfulMinimallySuccessfulNot At All SuccessfulSPONSORED BY142017 B2C Content Marketing TrendsNorth America: Content Marketing Institute/MarketingProfsCLARITY, COMMITMENT & OVERALL SUCCESSHow does the success of your organizations current overall content marketing approach compare with one year ago?Base = Content marketers; aided list.How B2C Marketers Rate Their OrganizationsContent Marketing Approach ComparedWith One Year Ago18%45%23%4%1%9%Much More SuccessfulSomewhatMore SuccessfulAbout the Same asOne Year AgoSomewhatLessSuccessfulMuch LessSuccessfulDoes Not Apply(program less thanone year old)SPONSORED BY152017 B2C Content Marketing TrendsNorth America: Content Marketing Institute/MarketingProfsCLARITY, COMMITMENT & OVERALL SUCCESSTo what factors do you attribute your organizations increase in overall success?Base = Content marketers who said their organizations content marketing success is much/somewhat more successful than one year ago. Aided list; multiple responses permitted.Other reasons cited: More Budget for Content Marketing (29%), Content Marketing Technologies/Tools (27%), Content Marketing Training/Education (26%), We Have Given Our Efforts Time to Bear Fruit and Are Now Getting Results (21%), Changes in Our Target Audience(s) (12%), Assistance of Outside Expertise (11%), and Other (4%).Factors Contributing to B2C Marketers Increased Success Over the Last Year77%71%54%49%Content Creation (higherquality, more ef_f_icient)Strategy (developmentor adjustment)Content Marketing HasBecome a Greater PrioritySpending More Time onContent MarketingContent Distribution (bettertargeting, identif_icationof what works)Management/HR (organizationalchanges, staf_f_ing, new contentmarketing roles)Content Measurement(growing in ability toshow results)53%43%41%SPONSORED BY162017 B2C Content Marketing TrendsNorth America: Content Marketing Institute/MarketingProfsCLARITY, COMMITMENT & OVERALL SUCCESSTo what factors do you attribute your organizations stagnancy in success with content marketing?Base = Content marketers who said their organizations content marketing success is about the same as one year ago. Aided list; multiple responses permitted.Other reasons cited: Other reasons cited: Content Marketing Technologies/Tools lack of, or new systems that require a learning curve (21%), Lack of Content Marketing Training/Education (20%), Our Program Hasnt Had Enough Time to Bear Fruit/Produce Results (19%), Lack of Adequate or Effective Content Distribution (18%), Changes in Our Target Audience(s) (6%), and Other (8%).Factors Contributing to B2C Marketers Stagnant Success Over the Last Year49%Not Enough Time Devotedto Content MarketingContent-CreationChallengesStrategy Issues (lack of strategy,developing/adjusting strategy)Management/HR(organizational changes,staf_f_ing issues)Content Marketing BudgetIssues (inadequate budget,budget cuts)Content Marketing NotPrioritized Highly EnoughContent MeasurementChallenges48%37%32%28%28%25%SPONSORED BYNote: Due to the low percentage of marketers who said their organizations overall content marketing success is somewhat or much less successful compared with one year ago, this report does not include a chart for “Factors Contributing to B2C Marketers Decreased Success Over the Last Year.”17CLARITY, COMMITMENT & OVERALL SUCCESS2017 B2C Content Marketing TrendsNorth America: Content Marketing Institute/MarketingProfsIndicate your level of agreement with the following statements concerning content marketing in your organization.Base = Content marketers; aided list.Base = Content marketers; aided list.B2C Marketers Opinions About Content Marketing86% 8% 6%80% 13% 7%73% 16% 11%71% 13% 16%69% 17% 14%69% 16% 15%64% 19% 17%52% 26% 22%Content marketing is an important componentof our organizations marketing programOur organization is focused on providing anoverall exceptional experience for our audienceOur organization is focused more on building long-term relationships than on getting quick (campaign-like) results from our content marketingOur organization values creativity and craft in content creation and productionOur organization is focused on building audiences (building one or more subscriber bases)Our organization has realistic expectationsabout what content marketing can achieveWe 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 Disagree Disagree SPONSORED BY18CONTENT MARKETING STRATEGY40% Have a documented content marketing strategy76% 35% Say their strategy includes a plan to operate content marketing as an ongoing business process, not simply a campaignSay their strategy is extremely or very effective at helping their organization achieve its current content marketing goalsSPONSORED BYB2C CONTENT MARKETING19CONTENT MARKETING STRATEGY2017 B2C Content Marketing TrendsNorth America: Content Marketing Institute/MarketingProfsDoes your organization have a content marketing strategy?Base = Content marketers; aided list.34%3%40%23%Percentage of B2C Marketers Who Have a Content Marketing StrategyYes, and it is documentedNo, with no plans to have one within 12 monthsYes, but it is not documentedNo, but plan to have one within 12 monthsSPONSORED BY20CONTENT MARKETING STRATEGY2017 B2C Content Marketing TrendsNorth America: Content Marketing Institute/MarketingProfsWhich of the following elements are included in your content marketing strategy?Base = Content marketers who have a content marketing strategy. Aided list; multiple responses permitted.Elements B2C Marketers Include in Their Content Marketing Strategy76%A plan to operate content marketingas an ongoing business process,not simply a campaignContent mission and a dif_ferentiatedstory/value to deliverDeep understanding ofaudience personasA process to align with other sales/marketing/loyalty initiativesWell-def_ined business goals for contentA measurement plan to provide bothinsight and progress toward the business goalsThe ability to scale over time (i.e., to growalong with your organization)Other elementsUnsure58%57%56%55%51%37%18%3%SPONSORED BY21CONTENT MARKETING STRATEGY2017 B2C Content Marketing TrendsNorth America: Content Marketing Institute/MarketingProfsHow effective is your content marketing strategy at helping your organization achieve its current content marketing goals?Base = Content marketers who have a content marketing strategy; aided list.53%12%0%28%7%How B2C Marketers Rate the Eectiveness of Their Content Marketing StrategyExtremelyEectiveVery EectiveModeratelyEectiveMinimallyEectiveNot At All EectiveSPONSORED BY22CONTENT MARKETING STRATEGY2017 B2C Content Marketing TrendsNorth America: Content Marketing Institute/MarketingProfsHow effective is your content market