B2C Marketers Make Bigger Commitment to Content Marketing

by | 2 minute read

B2C mar­keters are still invest­ing in con­tent mar­ket­ing. Whether it’s native adver­tis­ing, video blogs, or social media, mar­keters that sell direct­ly to con­sumers believe that con­tent strate­gies are deliv­er­ing big returns for them. The B2C Con­tent Mar­ket­ing study joint­ly released by the Con­tent Mar­ket­ing Insti­tute and blogMar­ket­ing­Profs shows how impor­tant this for­mat has become.

86% of sur­veyed B2C oper­a­tors are using con­tent mar­ket­ing with the fol­low­ing for­mats being the most pop­u­lar:

  • Social media oth­er than blogs 84%
  • Arti­cles on their web­sites 84%
  • e‑newsletters 78%
  • Videos 70%
  • Blog 69%
  • In-per­son events 63%
  • Arti­cles on oth­er web­sites 61%

These mar­keters believe that most effec­tive chan­nels for con­tent mar­ket­ing are in-per­son events, e‑newsletters and videos – all scor­ing about 60%. How­ev­er, for­mats like print mag­a­zines aren’t far behind with a score of 51%.

With­in the social media chan­nel, there’s sig­nif­i­cant vari­a­tion on use. At least 90% of B2C mar­keters dis­trib­ute con­tent through Face­book, 69% use Twit­ter, and 65% release YouTube videos. The typ­i­cal B2C mar­keter sends out con­tent on 4 social sites.

The invest­ment in con­tent mar­ket­ing is tak­ing a big­ger chunk of the bud­get. Com­pa­nies with few­er than 10 employ­ees spend 37% of their bud­gets devel­op­ing con­tent while larg­er com­pa­nies (1,000+ employ­ees) spend 27%. The aver­age is 28%.

In the next year, 55% of B2C mar­keters expect to increase their invest­ment in con­tent mar­ket­ing. Some of that invest­ment may be tem­pered by the chal­lenges that busi­ness­es face on this front. Chief prob­lems include pro­duc­ing the right kind of con­tent, a good vari­ety of con­tent, and engag­ing con­tent.

Have you increased the amount you're spend­ing on con­tent mar­ket­ing this year? What is the main chal­lenge you are encoun­ter­ing when devel­op­ing con­tent?

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.