2017北美B2C内容营销趋势（英文版）_42页_3mb

B2C Content Marketing Summary: North America 2017

Core Content & Trends

The 2017 B2C Content Marketing Benchmarks, Budgets, and Trends report provides insights into how B2C marketers in North America are approaching content marketing. It highlights key areas such as clarity, commitment, strategy, content creation and distribution, goals and metrics, and budgets.

Main Findings

Success and Commitment

• 63% of B2C marketers report their organizations are much more or somewhat more successful with content marketing than one year ago.
• 90% of B2C marketers describe their organization's content marketing commitment as extremely or very committed.
• 25% of B2C marketers rate their organization's overall content marketing approach as extremely or very successful.

Content Marketing Maturity

• 30% of B2C marketers are in the sophisticated/mature phase of content marketing maturity.
• 6% are in the sophisticated/mature phase, providing accurate measurement and scaling across the organization.
• 24% are in the mature phase, finding success but challenged with integration across the organization.
• 32% are in the adolescent phase, developing a business case and seeing early success.
• 22% are in the young phase, facing challenges in creating a cohesive strategy and measurement plan.
• 14% are in the first steps phase, doing some aspects of content marketing but not yet making it a process.

Strategy and Planning

• 40% of B2C marketers have a documented content marketing strategy.
• 76% say their strategy includes a plan to operate content marketing as an ongoing business process.
• 35% say their strategy is extremely or very effective at helping their organization achieve its goals.
• 78% of B2C marketers believe their strategy is more effective than one year ago.

Content Creation and Distribution

• 71% of B2C marketers always/frequently consider how their content impacts the overall experience of their audience.
• 70% always/frequently prioritize content quality over quantity.
• 69% focus on creating content for their audience rather than their brand.
• 70% use website traffic as a key metric to measure content marketing results.
• 78% can demonstrate how content marketing has increased audience engagement.

Content Marketing Tools and Channels

• 69% of B2C marketers use content marketing tools that help them create and distribute content.
• Fewer than 20% of respondents whose organizations use the following tactics said the tactic will be critical to overall content marketing success in 2017: Ebooks/White Papers (17%), Infographics (15%), Illustrations/Photos (14%), Webinars/Webcasts (14%), Interactive Tools (12%), Online Presentations (10%), Mobile Apps (10%), Video (8%), Books (5%), Research Reports (5%), Print Magazines (5%), Digital Magazines (4%), Podcasts (4%), Separate Content Hubs (4%), Print Newsletters (3%), Virtual Conferences (3%), and Other (7%).
• Fewer than 15% of respondents use the following channels: Snapchat (11%), SlideShare (10%), Tumblr (8%), iTunes (5%), Medium (5%), and Other (15%).

Metrics and ROI

• 91% of B2C marketers measure content marketing ROI.
• 74% plan to focus on brand awareness as a content marketing goal in the next 12 months.
• 90% agree that their organization is realistic about what content marketing can achieve.
• 75% of B2C marketers believe their organization gives them ample time to produce content marketing results.

Budgets and Spending

• The average proportion of total marketing budget spent on content marketing is 26%.
• 38% of B2C marketers allocate 31% of their total marketing budget to content marketing.
• 42% plan to increase their content marketing spending over the next 12 months.
• 39% plan to keep their content marketing spending around the same level.

Key Challenges

• 52% of B2C marketers feel their leadership team does not give them ample time to produce content marketing results.
• Top reasons for stagnant success include:
  • Strategy issues (lack of strategy, developing/adjusting strategy)
  • Not enough time for content marketing

Factors Contributing to Increased Success

• Content marketing technologies/tools (27%)
• More budget for content marketing (29%)
• Content marketing training/education (26%)
• Efforts have had time to bear fruit (21%)
• Changes in target audience (12%)
• Assistance of outside expertise (11%)
• Other (4%)

Summary of Key Areas

• Clarity: 80% of B2C marketers say their organization is clear on what an effective or successful content marketing program looks like.
• Commitment: 90% of B2C marketers describe their organization as extremely or very committed to content marketing.
• Success: 63% of B2C marketers report their organizations are much more or somewhat more successful with content marketing than one year ago.
• Strategy: 40% have a documented content marketing strategy, and 76% operate it as an ongoing business process.
• Content Creation: 71% consider content impact on the overall customer experience.
• Distribution: 70% prioritize content quality over quantity, and 69% focus on audience-centric content.
• Metrics: 73% use website traffic to measure content marketing results, and 78% can demonstrate increased audience engagement.
• Budget: 26% is the average proportion of the total marketing budget allocated to content marketing, with 42% planning to increase spending.

Methodology and Demographics

• The survey was conducted by Content Marketing Institute and MarketingProfs, sponsored by Hightail.
• It was sent to a sample of marketers from various lists and received responses from 480 B2C marketers.
• The report includes data from 411 respondents who indicated their organization uses content marketing.
• The survey was completed by marketers from a wide range of industries, company sizes, and job functions.