CM-2019年B2C内容营销报告（英文）-2019.3-40页_3mb

B2C Content Marketing 2019: Benchmarks, Budgets, and Trends Summary

Core Content and Key Findings

The B2C Content Marketing 2019 report by Content Marketing Institute and MarketingProfs provides insights into the current state, strategies, and trends in B2C content marketing. It highlights the growing importance of content marketing in driving brand awareness, customer loyalty, and overall business success.

Main Goals and Success Metrics

• Brand awareness remains a top goal for B2C marketers.
• Customer loyalty is increasingly emphasized, with 81% of B2C marketers stating their organizations are concerned with creating content that builds loyalty with existing customers.
• Overall success is linked to organizational commitment to content marketing, with 64% of B2C marketers reporting their organizations are extremely/very committed to content marketing.
• 74% of B2C marketers believe their organization's content marketing is much/somewhat more successful compared to one year ago.

Content Marketing Maturity Levels

• The report categorizes content marketing maturity into five levels: First Steps, Young, Adolescent, Mature, and Sophisticated.
• Sophisticated organizations integrate content marketing technology across the company and experience the benefits.
• Mature organizations have found success but face challenges with internal integration.
• Adolescent organizations are becoming more consistent with content marketing technology use and seeing early success.
• Young organizations are challenged with creating a cohesive strategy and measurement plan.
• First Steps organizations are just beginning to use content marketing technologies.

Technology Use and Proficiency

• 40% of B2C marketers describe their organization's proficiency with content marketing technology as intermediate.
• 30% describe it as novice.
• The top three technologies used by B2C marketers are:
  • Social media publishing/analytics
  • Email marketing software
  • Analytics tools
• 68% of B2C marketers use paid methods to distribute content, with social media sponsored content being the top method used (77% of those using paid methods).

Content Creation and Distribution

• Storytelling is a key consideration in content creation, with 50% of B2C marketers using it always/frequently.
• Audio/visual content, written digital content, and images have seen increased usage compared to the previous year.
• Social media remains the primary platform for content marketing, with 69% of B2C marketers increasing their use of social media for content marketing purposes.
• Sponsored content on social media is the top paid content distribution method.

Audience Research and Nurture

• Social media listening, website analytics, and keyword research are the top three audience research techniques.
• Personas are used by 77% of B2C marketers by January 2019.
• Email is the primary method for nurturing audiences.

Budgets and Spending

• 57% of B2C marketers expect an increase in their content marketing budget in 2019 compared to 2018.
• 56% of B2C marketers increased spending in the area of content creation in the last 12 months.
• The top skills B2C marketers are looking for in their teams include:
  • Marketing (70%)
  • Business/Strategy (39%)
  • Journalism (31%)

Goals and Metrics

• B2C marketers have used content marketing to achieve goals such as:
  • Creating brand awareness
  • Building credibility/trust
  • Educating audiences
  • Building customer loyalty
• 57% of B2C marketers report that their organizations measure content marketing ROI.
• 32% of B2C marketers say their teams are extremely/very proficient with using the metrics they've selected.
• The top benefit of using content marketing technology is better insight into how content is performing.

Content Marketing Issues of Importance

• Changes to SEO/search algorithms is a top content marketing issue of importance to B2C organizations in 2018.

Summary of Key Trends and Insights

• Growing investment: B2C marketers are increasingly investing in content marketing, with a focus on content creation and paid distribution.
• Emphasis on customer loyalty: Building and maintaining customer loyalty is a key concern, with a significant portion of marketers aligning content strategies around this goal.
• Strategic alignment: A documented content marketing strategy is a strong indicator of success, though only 33% of B2C marketers have one.
• Technology adoption: While many are still in the intermediate or novice stages, there is a clear trend toward integrating content marketing technology across the organization.
• Social media dominance: Social media remains a critical platform for content marketing, with a strong focus on sponsored content as the primary paid method.
• Measurement and ROI: A majority of organizations are measuring content marketing ROI, but proficiency with metrics varies.

Methodology and Survey Scope

• The survey was conducted with 1,947 B2C marketers from around the world, representing a wide range of industries, company sizes, and geographic locations.
• Respondents were qualified based on their involvement in content marketing or their role in reporting to content marketing teams.
• The survey covered various aspects of content marketing, including strategy, technology use, audience research, and performance metrics.

Conclusion

The B2C Content Marketing 2019 report underscores the increasing maturity and strategic importance of content marketing in the B2C sector. It highlights the need for better measurement, integration, and a clear focus on customer engagement and loyalty. As organizations become more committed and sophisticated in their use of content marketing, the role of technology and strategic planning becomes even more vital.