B2C Content Marketing: What a Difference Commitment Makes [2019 Research]

B2C Content Marketing: What a Difference Commitment Makes [2019 Research]

Fifty-seven percent of B2C marketers surveyed expect their 2019 content marketing budget to increase over 2018, and 29% of those expect it to increase by more than 9%. Another interesting finding: B2C content marketers are focusing on their customers. In a recent CMI study, most marketers surveyed said they focus on top-of-funnel goals such as demand generation and brand awareness, while fewer said they focus on post-sale loyalty goals. Some of the most interesting insights from the research come from a look at the differences among organizations with varying levels of commitment to content marketing. A strong commitment means more success Sixty-four percent of B2C marketers report that their organization is extremely or very committed to content marketing. These marketers also are more likely to report using content marketing successfully to reach goals such as educating the audience and building customer loyalty. You might find some ideas on where to focus your efforts. For help matching goals and metrics, try one of these resources: Focus on loyalty Like B2C respondents overall, most marketers working at less committed organizations agree they’re concerned with creating content that builds loyalty (79%); however, only half (51%) say they’ve used content marketing successfully to build loyalty with existing customers in the last 12 months. In contrast, 65% of marketers at organizations very committed to content marketing report success in educating their audiences. Takeaway: Make sure your content fills an informational need for your audience, not just a marketing need for your brand.

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The outlook for B2C content marketing looks bright if budgets are any indication. Fifty-seven percent of B2C marketers surveyed expect their 2019 content marketing budget to increase over 2018, and 29% of those expect it to increase by more than 9%.

We don’t yet know where those increases will be spent, of course. But our latest research reveals that 56% of B2C marketers who increased spending over the last 12 months did so in the area of content creation.

Another interesting finding: B2C content marketers are focusing on their customers. Eighty-one percent of B2C marketers surveyed say they’re concerned with creating content that builds loyalty with existing clients or customers.

In a recent CMI study, most marketers surveyed said they focus on top-of-funnel goals such as demand generation and brand awareness, while fewer said they focus on post-sale loyalty goals.

That so many B2C marketers are concerned with creating content to nurture relationships they’ve established makes sense: A 2017 Accenture study found that 66% of U.S. consumers spend more on brands to which they feel loyal.

These are just a few of the findings in CMI’s B2C Content Marketing 2019: Benchmarks, Budgets, and Trends report based on the ninth annual content marketing survey conducted in partnership with MarketingProfs earlier this year.

Some of the most interesting insights from the research come from a look at the differences among organizations with varying levels of commitment to content marketing.

A strong commitment means more success

Sixty-four percent of B2C marketers report that their organization is extremely or very committed to content marketing. Those marketers also reported a higher level of overall content marketing success than their peers at less committed organizations.

These marketers also are more likely to report using content marketing successfully to reach goals such as educating the audience and building customer loyalty.

If your organization hasn’t achieved the content marketing success it seeks, look closely at…

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