CONTENT MARKETING
[Pages:38]CONTENT MARKETING
2018 Benchmarks, Budgets, and Trends--North America
TABLE OF CONTENTS
3 Welcome
19 Content Creation & Distribution
4 This Year's B2C Content Marketing Top
Performers At-A-Glance
5 Usage & Team Organization
10 Commitment & Overall Success
16 Content Marketing Strategy & Technologies
29 Goals & Metrics 34 Budgets & Spending 37 Methodology & Demographics 38 About
2
WELCOME
Greetings Marketers,
Welcome to B2C Content Marketing Benchmarks, Budgets, and Trends--North America. This is the companion report to the B2B research we released in September 2017. The data presented in both reports was generated from our eighth annual content marketing survey.
One of our key observations this year is that while B2C marketers reported slightly higher levels of overall content marketing success compared with last year, there was a decrease among those who agreed their organization has realistic expectations about what content marketing can achieve.
A documented content marketing strategy can help, as it sets expectations for what teams should prioritize; yet, only 38% of B2C marketers reported having one.
Our annual research has consistently shown that those who document their content marketing strategy get better results than those who don't. Another important key to success is an efficient workflow process (page 4 shows how top-performing B2C marketers rate their project management flow and other distinguishing characteristics that set them apart from their peers).
We hope these research findings will be helpful as you consider which content marketing priorities to focus on in the year ahead.
Yours in content,
Lisa Murton Beets
Research Director Content Marketing Institute
Ann Handley
Chief Content Officer
MarketingProfs
3
COMPARISON CHART
This Year's B2C Content Marketing Top Performers At-A-Glance
Organization is extremely/very committed to content marketing Organization's content marketing is sophisticated/mature Has a documented content marketing strategy Percentage of total marketing budget spent on content marketing (average) Expects organization to increase content marketing budget in the next 12 months Rates project management flow during content-creation process as excellent/very good Always/frequently delivers content consistently Agrees that organization has realistic expectations about what content marketing can achieve Agrees that leadership team gives ample time to produce content marketing results Always/frequently focuses on creating content for audience versus brand Always/frequently prioritizes delivering content quality over content quantity
Most Successful 93% 72% 59% 26% 35% 56% 82% 82% 80% 84% 87%
All Respondents 60% 36% 38% 22% 37% 36% 60% 55% 56% 68% 70%
Least Successful 23% 8% 18% 18% 45% 11% 16% 40% 36% 43% 46%
Chart term definitions: A top performer (aka "most successful") is one who characterizes his or her organization's overall content marketing approach as extremely or very successful.
The "least successful" characterize their organization's approach as minimally or not at all successful.
Base: B2C content marketers.
2018 B2C Content Marketing Trends--North America: Content Marketing Institute/MarketingProfs
4
B2C CONTENT MARKETING
USAGE & TEAM
ORGANIZATION
When compared with all respondents, enterprise marketers (1,000+ employees) were more likely to report their organization has a centralized content marketing group (40% vs. 23%).
Thirty-six percent of respondents said their organizations are in the sophisticated/mature phase of content marketing; 28% are in the adolescent phase; and 36% are in the young/first steps phase.
Approximately half (49%) of B2C marketers surveyed outsource content creation activities (e.g., writing, design, video production).
5
USAGE & TEAM ORGANIZATION
Does your organization use content marketing?
Percentage of B2C Respondents Who Use Content Marketing
No
14%
86%
Yes
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 audience -- and, ultimately, to drive profitable customer action."
Base = All B2C respondents.
2018 B2C Content Marketing Trends--North America: Content Marketing Institute/MarketingProfs
6
USAGE & TEAM ORGANIZATION
How would you describe your organization's content marketing maturity level?
How B2C Marketers Assess Their Organization's Content Marketing Maturity Level
SOPHISTICATED
7%
Providing accurate measurement to the business,
scaling across the organization
MATURE
29%
Finding success, yet challenged with integration across the
organization
ADOLESCENT
28%
Have developed a business case, seeing early success, becoming more sophisticated with measurement
and scaling
2018 B2C Content Marketing Trends--North America: Content Marketing Institute/MarketingProfs
YOUNG
26% Growing pains, challenged with creating a cohesive
strategy and a measurement plan
FIRST STEPS
10%
Doing some aspects of content, but
have not yet begun to make content
marketing a process
Base: B2C content marketers; aided list.
7
USAGE & TEAM ORGANIZATION
How is content marketing structured within your organization?
B2C Content Marketing Organizational Structure
Centralized content marketing group that works with multiple brands/product
lines throughout the organization
23%
Each brand/product/department has its own content marketing team
Both: a centralized group as well as individual teams
throughout the organization
Small (or one-person) marketing/content marketing team
serves the entire organization
10% 11%
55%
2018 B2C Content Marketing Trends--North America: Content Marketing Institute/MarketingProfs
Base: B2C content marketers; aided list.
8
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