49% of B2C Operators Outsource Content Creation

by | 2 minute read

B2B mar­keters get the impor­tance of con­tent mar­ket­ing as they seek to build their rep­u­ta­tions through white papers and webi­na­rs. How does con­tent mar­ket­ing work for B2C busi­ness­es? The Con­tent Mar­ket­ing Insti­tute has just updat­ed its 2018 report for B2C oper­a­tors and find­ings reveal that only approx­i­mate­ly 1/3 of these estab­lish­ments believe they have con­tent mar­ket­ing under con­trol.

With well over 80% of sur­veyed B2C com­pa­nies using some form of con­tent mar­ket­ing, approx­i­mate­ly 23% cen­tral­ize the effort in a group that dis­pers­es mate­r­i­al inside and out­side of the orga­ni­za­tion. In 55% of com­pa­nies, the respon­si­bil­i­ties are han­dled by a small or one-person team. Over 60% of com­pa­nies rely on out­side help for the effort – espe­cial­ly con­tent cre­ation (49%) and dis­tri­b­u­tion (26%).

B2C com­pa­nies spend approx­i­mate­ly 26% of their mar­ket­ing bud­gets on con­tent. In 2018, 37% of com­pa­nies will increase spend­ing, while 46% will keep the spend­ing at this year’s lev­el. Here are the for­mats that mar­keters use most fre­quent­ly for con­tent mar­ket­ing:

  • Social media 89%
  • Email (newslet­ters, wel­come emails) 86%
  • Blogs 70%
  • In-person events 42%
  • Print (oth­er than mag­a­zines) 34%
  • Print mag­a­zines (17%)
  • Dig­i­tal mag­a­zines 12%

The typ­i­cal con­tent mar­keter uses three for­mats. Not every for­mat dri­ves the same kind of results for B2C mar­keters. In gen­er­al, these busi­ness­es say email (72%), social media (61%) and blogs (47%) are most effec­tive for them.

Devel­op­ing and main­tain­ing all this con­tent is a huge chal­lenge for most busi­ness­es. Just over 1/3 (34%) of sur­veyed busi­ness­es are so over­whelmed by the process that they don’t mea­sure their returns on invest­ments. For many, increas­ing audi­ence engage­ment with their brands and prod­ucts is a chief goal. B2C oper­a­tors also want to increase leads (65%) and increase sales (58%). Almost half, 45%, would like to have an eas­i­er way to show their efforts are help­ing them meet their goals.

You can help clients in the B2C space by pitch­ing your dig­i­tal mar­ket­ing ser­vices. If you are the experts at man­ag­ing email cam­paigns, main­tain­ing blogs, or mea­sur­ing results, your cus­tomers need to know about this skill.

Kathy Crosett
Kathy is the Vice Pres­i­dent of Research for Sales­Fu­el. She holds a Mas­ters in Busi­ness Admin­is­tra­tion from the Uni­ver­si­ty of Ver­mont and over­sees a staff of researchers, writ­ers and con­tent providers for Sales­Fu­el. Pre­vi­ous­ly, she was co-owner of sev­er­al small busi­ness­es in the health care ser­vices sec­tor.