2017北美B2C内容营销趋势（英文版）_44页-3mb

B2C Content Marketing Summary: 2017 Benchmarks, Budgets, and Trends—North America

Core Content Overview

This report provides insights into the current state of B2C content marketing in North America, highlighting benchmarks, budgets, and trends based on a survey of 480 content marketers. It covers key areas such as usage, team structure, strategy, content creation and distribution, goals and metrics, and budget allocation.

Main Findings

1. Usage & Team Organization

• 30% of B2C marketers are in the sophisticated/mature phase of content marketing maturity.
• 49% have small content marketing teams serving the entire organization.
• 42% have experienced positive management changes impacting their content marketing approach.

2. Clarity, Commitment & Overall Success

• 60% of B2C marketers report being extremely or very committed to content marketing.
• 25% describe their organization’s content marketing approach as extremely or very successful.
• 63% report being much more or somewhat more successful with content marketing than one year ago.
• 80% of top performers believe their organization is clear on what an effective content marketing program looks like, compared to 40% of all respondents and 13% of least successful ones.
• 90% of top performers agree that their organization is realistic about what content marketing can achieve, while 52% of all respondents and 38% of least successful ones agree.

3. Content Marketing Strategy

• 40% have a documented content marketing strategy.
• 76% operate content marketing as an ongoing business process, not just a campaign.
• 35% say their strategy is extremely or very effective.
• Top performers are more likely to have effective strategies and to measure ROI.

4. Content Creation & Distribution

• 71% always/frequently consider how their content impacts the overall experience of their audience.
• 70% prioritize content quality over quantity.
• 69% focus on creating content for their audience, not just their brand.
• 70% use content marketing technologies/tools.
• 63% use content marketing training/education.
• 52% say their content marketing efforts have had enough time to bear fruit.
• 15% of respondents use channels like Snapchat, SlideShare, and Tumblr.
• 74% will focus on brand awareness as a content marketing goal.
• 73% use website traffic to measure content marketing results.
• 78% can demonstrate increased audience engagement from content marketing.
• 52% say their content marketing efforts provide truly measurable results.

5. Goals & Metrics

• 46% focus on customer evangelism/brand advocates.
• 45% focus on lead nurturing.
• 30% focus on upsell/cross-sell.
• 22% focus on cost savings.
• 73% use website traffic as a metric.
• 78% can demonstrate increased audience engagement.
• 91% measure content marketing ROI.

6. Budgets & Spending

• 26% of the total marketing budget is allocated to content marketing on average.
• 42% plan to increase content marketing spending.
• 39% plan to keep spending around the same level.
• 38% of B2C marketers report that leadership gives them ample time to produce content marketing results.
• 52% of B2C marketers feel they have enough time to produce content marketing results.

Key Insights

• Time and Strategy are critical factors in content marketing success. Top performers are more likely to have clear strategies and to dedicate sufficient time to content marketing efforts.
• Measurement and ROI are widely recognized as important, with 91% measuring content marketing ROI.
• Content Quality and Audience Focus are prioritized over quantity and brand-centric content.
• Budget Allocation shows a growing investment in content marketing, with 38% of the total marketing budget typically allocated to it.
• Technology and Training are seen as important enablers for success, with 70% using content marketing tools and 63% receiving training/education.

Summary of Top Performers and Least Successful

Methodology & Demographics

• The survey was conducted by Content Marketing Institute and MarketingProfs.
• It was sponsored by Hightail.
• 2,562 marketers from around the globe participated.
• 480 of the respondents indicated their organizations primarily sell to consumers (B2C) or both consumers and businesses (B2C+B2B).
• The survey included a mix of industries, company sizes, and job functions, with n = 411 respondents who use content marketing.

Conclusion

The report emphasizes the growing importance of content marketing in B2C strategies, highlighting the need for clear strategies, consistent delivery, and adequate time and resources. It also underscores the role of technology, training, and measurement in driving success. The findings suggest that while many marketers are making progress, challenges remain, particularly among those who feel their strategies are not effective or who lack sufficient time and resources.