B2C Marketers Make Bigger Commitment to Content Marketing

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.