2018北美B2C内容营销报告（英文版）_38页-2mb

2018 B2C Content Marketing Benchmarks, Budgets, and Trends—North America Summary

Core Content Marketing Overview

The 2018 report provides insights into the current state of B2C content marketing in North America, based on the eighth annual content marketing survey. It highlights the performance, strategies, technologies, budgets, and trends among B2C marketers.

Key Findings

Overall Success and Commitment

• 60% of B2C marketers reported their organizations are extremely/very committed to content marketing.
• The percentage of B2C marketers who reported their organization’s overall content marketing approach as extremely/very successful increased from 25% to 28%.
• 50% of B2C marketers reported their organization's content marketing as moderately successful.
• 19% of B2C marketers reported minimal success, a decrease from 27% last year.
• 55% of B2C marketers agreed that their organization has realistic expectations about what content marketing can achieve, a decrease from 69% last year.

Content Marketing Strategy

• 38% of B2C marketers reported having a documented content marketing strategy, similar to the previous year.
• Documented strategies are associated with better results, as shown in the report's consistent findings.

Content Creation and Distribution

• 36% of B2C marketers rated their content creation project management flow as excellent/very good.
• 38% rated it as good.
• 26% rated it as fair/poor.
• The most effective content types for achieving specific objectives were social media posts, email, and Facebook.
• The most effective content distribution formats were social media posts, email, and Facebook.
• 86% of B2C marketers use email for content marketing, with automated confirmation emails being the most common type used.

Social Media Usage

• Facebook, Instagram, and Twitter were the top social media platforms used for content marketing.
• The most effective social media platforms were Facebook, Instagram, and Twitter.

Content Marketing Technologies

• B2C marketers use an average of 4 digital technologies for content marketing.
• The top two technologies used are analytics tools (85%) and email-focused marketing technology (78%).

Budgets and Spending

• On average, 22% of total marketing budgets are spent on content marketing.
• Most successful B2C marketers spend 26% on content marketing.
• Least successful B2C marketers spend 18% on content marketing.
• 37% of B2C marketers expect their content marketing budget to increase in the next 12 months.
• 45% of least successful marketers expect to increase their content marketing budget in the next 12 months.

Trends and Insights

• Enterprise marketers (1,000+ employees) are more likely to have a centralized content marketing group (40% vs. 23%).
• 49% of B2C marketers outsource content creation activities.
• 53% of respondents believe their organization aligns metrics with content marketing goals effectively.
• 34% of B2C marketers do not measure content marketing ROI, with the main reason being the need for an easier way to do so.
• 80% of B2C marketers can demonstrate how content marketing has increased audience engagement using metrics.

Methodology and Demographics

• The survey was conducted with 2,190 respondents from around the globe, representing a wide range of industries, company sizes, and job functions.
• The report focuses on B2C marketers whose organizations are for-profit and primarily sell to consumers or both businesses and consumers.
• The data is based on an aided list, meaning respondents were prompted with options for their answers.

Conclusion

The report emphasizes the importance of a documented content marketing strategy, efficient project management, and the use of appropriate technologies in achieving success. While there is a general increase in the perceived success of content marketing efforts, challenges remain in aligning metrics with goals and maintaining realistic expectations. Budgets are expected to increase, especially among less successful marketers, indicating a growing recognition of content marketing's value.