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,MARKETING,2018 Benchmarks, Budgets, and TrendsNorth America,CONTENT,Welcome,This Years B2C Content Marketing TopPerformers At-A-GlanceUsage & Team Organization,Content Creation & Distribution,Methodology & DemographicsAbout,3,45,10 Commitment & Overall Success16 Content Marketing Strategy & Technologies,19,3738,29 Goals & Metrics34 Budgets & Spending,2,TABLE OF CONTENTS,WELCOMEGreetingsMarketers,WelcometoB2CContentMarketingBenchmarks,Budgets,andTrendsNorthAmerica.ThisisthecompanionreporttotheB2BresearchwereleasedinSeptember2017.Thedatapresentedinbothreportswasgeneratedfromoureighthannualcontentmarketingsurvey.OneofourkeyobservationsthisyearisthatwhileB2Cmarketersreportedslightlyhigherlevelsofoverallcontentmarketingsuccesscomparedwithlastyear,therewasadecreaseamongthosewhoagreedtheirorganizationhasrealisticexpectationsaboutwhatcontentmarketingcanachieve.Adocumentedcontentmarketingstrategycanhelp,asitsetsexpectationsforwhatteamsshouldprioritize;yet,only38%ofB2Cmarketersreportedhavingone.Ourannualresearchhasconsistentlyshownthatthosewhodocumenttheircontentmarketingstrategygetbetterresultsthanthosewhodont.Anotherimportantkeytosuccessisanefficientworkflowprocess(page4showshowtop-performingB2Cmarketersratetheirprojectmanagementflowandotherdistinguishingcharacteristicsthatsetthemapartfromtheirpeers).Wehopetheseresearchfindingswillbehelpfulasyouconsiderwhichcontentmarketingprioritiestofocusonintheyearahead.Yoursincontent,LisaMurton BeetsResearchDirectorContentMarketingInstitute,3,AnnHandleyChiefContentOfficerMarketingProfs,MostSuccessful,AllRespondents,LeastSuccessful,Organizationisextremely/verycommittedtocontentmarketingOrganizationscontentmarketingissophisticated/matureHasadocumentedcontentmarketingstrategyPercentageoftotalmarketingbudgetspentoncontentmarketing(average)Expectsorganizationtoincreasecontentmarketingbudgetinthenext12monthsRates project management flow during content-creation process as excellent/very goodAlways/frequentlydeliverscontentconsistentlyAgreesthatorganizationhasrealisticexpectationsaboutwhatcontentmarketingcanachieveAgrees that leadership team gives ample time to produce content marketing resultsAlways/frequentlyfocusesoncreatingcontentforaudienceversusbrandAlways/frequentlyprioritizesdeliveringcontentqualityovercontentquantity,93%72%59%26%35%56%82%82%80%84%87%,60%36%38%22%37%36%60%55%56%68%70%,23%8%18%18%45%11%16%40%36%43%46%,COMPARISON CHARTThis Years B2C Content Marketing Top PerformersAt-A-Glance,Charttermdefinitions: Atopperformer(aka“mostsuccessful”)isonewhocharacterizeshisorherorganizationsoverallcontentmarketingapproachasextremelyorverysuccessful.The“leastsuccessful”characterizetheirorganizationsapproachasminimallyornotatallsuccessful. Base:B2Ccontentmarketers.2018B2CContentMarketingTrendsNorthAmerica:ContentMarketingInstitute/MarketingProfs4,USAGE&TEAM,5,ORGANIZATION,B2CCONTENTMARKETING,When compared with all respondents, enterprise marketers (1,000+employees) were more likely to report their organization has acentralized content marketing group (40% vs. 23%).,Thirty-six percent of respondents said their organizations are in thesophisticated/mature phase of content marketing; 28% are in theadolescent phase; and 36% are in the young/first steps phase.,Approximately half (49%) of B2C marketers surveyed outsource contentcreation activities (e.g., writing, design, video production).,Contentmarketingisdefinedas“astrategicmarketingapproachfocusedoncreatinganddistributingvaluable,relevant,andconsistentcontenttoattractandretainaclearlydefinedaudienceand,ultimately,todriveprofitablecustomeraction.”Base=AllB2Crespondents.,Yes2018B2CContentMarketingTrendsNorthAmerica:ContentMarketingInstitute/MarketingProfs6,USAGE & TEAM ORGANIZATIONDoes your organization use content marketing?PercentageofB2CRespondentsWhoUseContentMarketingNo,86%,14%,2018B2CContentMarketingTrendsNorthAmerica:ContentMarketingInstitute/MarketingProfs7,USAGE & TEAM ORGANIZATIONHow would you describe your organizationscontent marketing maturity level?HowB2CMarketersAssessTheirOrganizationsContentMarketingMaturityLevel,Providingaccurate,SOPHISTICATED7%measurementtothebusiness,scalingacrosstheorganization,Findingsuccess,MATURE29%yetchallengedwithintegrationacrosstheorganization,Havedeveloped,ADOLESCENT28%abusinesscase,seeingearlysuccess,becomingmoresophisticatedwithmeasurementandscaling,Growingpains,YOUNG26%challengedwithcreatingacohesivestrategyandameasurementplan,Doingsomeaspects,FIRST STEPS10%ofcontent,buthavenotyetbeguntomakecontentmarketingaprocess,Base:B2Ccontentmarketers;aidedlist.,USAGE & TEAM ORGANIZATIONHow is content marketing structuredwithin your organization?B2CContentMarketingOrganizationalStructure,23%,10%11%,55%Base:B2Ccontentmarketers;aidedlist.,Centralizedcontentmarketinggroupthatworkswithmultiplebrands/productlinesthroughouttheorganizationEachbrand/product/departmenthasitsowncontentmarketingteamBoth:acentralizedgroupaswellasindividualteamsthroughouttheorganizationSmall(orone-person)marketing/contentmarketingteamservestheentireorganization2018B2CContentMarketingTrendsNorthAmerica:ContentMarketingInstitute/MarketingProfs8,USAGE & TEAM ORGANIZATIONWhat content marketing activities does yourorganization outsource?ContentMarketingActivitiesB2CMarketersOutsource,49%,26%,17%,10%,4%,ContentCreation(e.g.,writers,designers,videoproduction)ContentPromotion/DistributionContentMarketingMeasurement,ContentMarketingStrategy,OtherDonotoutsourceanycontentmarketingactivities,38%,Note:Morethanthreeoutoffive(62%)ofrespondentsoutsourceatleastoneofthecontentmarketingactivitieslisted.,Base:B2Ccontentmarketers.Aidedlist;multipleresponsespermitted.,2018B2CContentMarketingTrendsNorthAmerica:ContentMarketingInstitute/MarketingProfsSPONSORED BY9,COMMITMENT &,10,OVERALL SUCCESS,B2CCONTENTMARKETING,Like last year, 60% of B2C marketers said their organizations areextremely/very committed to content marketing.,When compared with last year, a higher percentage of B2C marketersreported their organizations overall content marketing approach isextremely/very successful (28% vs. 25%) or moderately successful(50% vs. 45%). The percentage reporting minimal success decreased(19% vs. 27% last year).,The percentage of B2C marketers that agreed their organization hasrealistic expectations about what content marketing can achievedecreased from 69% last year to 55% this year.,8%,11,Base:B2Ccontentmarketers;aidedlist.,18%,ExtremelyCommitted,COMMITMENT & OVERALL SUCCESSHow would you describe your organizationscommitment level to content marketing?B2COrganizationsCommitmenttoContentMarketingVery Committed42%,31%SomewhatCommitted,1%Not At AllCommittedNot VeryCommitted2018B2CContentMarketingTrendsNorthAmerica:ContentMarketingInstitute/MarketingProfs,12,2018B2CContentMarketingTrendsNorthAmerica:ContentMarketingInstitute/MarketingProfs,Base=B2Ccontentmarketers;aidedlist.,50%,COMMITMENT & OVERALL SUCCESSHow would you characterize the successof your organizations current overallcontent marketing approach?HowB2CMarketersRatetheSuccessofTheirOrganizationsOverallContentMarketingApproachVerySuccessful,ModeratelySuccessfulNote:Thesurveydefinedsuccessasachievingyourorganizationsdesired/targetedresults.ThisreportdefinestheTop2respondents(extremely/very)as“mostsuccessful”or“topperformers,”andtheBottom2(minimally/notatall)as“leastsuccessful.”,23%19%MinimallySuccessful,ExtremelySuccessful5%Not At AllSuccessful3%,13,2018B2CContentMarketingTrendsNorthAmerica:ContentMarketingInstitute/MarketingProfs,Base:B2Ccontentmarketers;aidedlist.,23%,COMMITMENT & OVERALL SUCCESSHow does the success of your organizationscurrent overall content marketing approachcompare with one year ago?HowB2CMarketersRateTheirOrganizationsContentMarketingSuccessComparedWithOneYearAgo43%,25%,5%,0%,5%,MuchMoreSuccessful,SomewhatMoreSuccessful,AbouttheSameasOneYearAgo,SomewhatLessSuccessful,MuchLessSuccessful,DoesNotApply(programlessthanoneyearold),75%,14,2018B2CContentMarketingTrendsNorthAmerica:ContentMarketingInstitute/MarketingProfs,COMMITMENT & OVERALL SUCCESSTowhatfactors do you attributeyourorganizationsincreasein overallsuccesswithcontentmarketing?,Base:B2Ccontentmarketerswhosaidtheirorganizationsoverallcontentmarketingapproachismuchmoreorsomewhatmoresuccessfulcomparedwithoneyearago.,Otherfactorscited:ContentMarketingTechnologies/Tools(28%);MoreBudgetforContentMarketing(25%);WeHaveGivenOurEfforts,TimetoBearFruitandAreNowGettingResults(24%);ContentMarketingTraining/Education(21%);ChangesinOurTargetAudience(s)(12%);AssistanceofOutsideExpertise(10%);andOther(5%).Note:DuetothelownumberofB2Crespondentswhosaidtheirorganizationscontentmarketingsuccesshaddecreasedcomparedwithoneyearago,thisreportdoesnotincludeachartshowingfactorscontributingtodecreasedsuccess.,72%,FactorsContributingtoB2CMarketersIncreasedContentMarketingSuccessOvertheLastYearStrategy (developmentor adjustment),Content Creation (higherquality, more e cient)Content Distribution (bettertargeting, identi cationof what works)Spending MoreTime onContent MarketingContent Marketing HasBecome a Greater PriorityContent Measurement(growing in ability toshow results)Management/HR (organizationalchanges, sta ng, new contentmarketing roles),53%47%46%39%39%,15,2018B2CContentMarketingTrendsNorthAmerica:ContentMarketingInstitute/MarketingProfs,Base:B2Ccontentmarketers;aidedlist.,OPINIONS ABOUT CONTENT MARKETINGIndicate your level of agreement with the following statementsconcerning content marketing in your organization.B2CMarketersOpinionsAboutContentMarketing,79%,13%,8%,56%55%53%51%,25%23%33%27%,19%22%14%22%,20%,32%,48%,Our organization is focused on buildingaudiences (building one or more subscriber bases),Our organization values creativity and craftin content creation and production,Our leadership team gives us ample timeto produce content marketing resultsOur organization has realistic expectationsabout what content marketing can achieveWe are discontinuing speci c content marketingactivities that weve found to be ine ective, sowe can concentrate on those that yield the best resultsOver the last year, it has become increasinglydi cult to capture our audiences attentionWe are creating less content than one yearago, but that content is driving greater results, Agree, Neither Agree Nor Disagree85%, Disagree9% 6%,CONTENT MARKETING,16,B2CCONTENTMARKETING,The percentage of respondents that reported theirorganization has a documented content marketingstrategy is nearly the same as last year (38% vs. 40%).,Respondents said their organizations use an average of four digitaltechnologies specifically for managing content marketing efforts.,The two types of technology with the highest reported use are analyticstools (85%) and email-focused marketing technology (78%).,STRATEGY & TECHNOLOGIES,6%,17,2018B2CContentMarketingTrendsNorthAmerica:ContentMarketingInstitute/MarketingProfs,Base:B2Ccontentmarketers;aidedlist.,36%,20%,CONTENT MARKETING STRATEGY & TECHNOLOGIESDoes your organization have acontent marketing strategy?PercentageofB2CMarketersWhoHaveaContentMarketingStrategyYes, and it isdocumented38%,No, with no plansto have one within12 months,Yes, but it is notdocumented,No, but plan to haveone within 12 months,85%,78%,59%,35%,18,2018B2CContentMarketingTrendsNorthAmerica:ContentMarketingInstitute/MarketingProfs,Base:B2Ccontentmarketers.Aidedlist;multipleresponsespermitted.,TechnologiesB2CMarketersUsetoManageContentMarketingEorts(Top4)AnalyticsToolsEmail MarketingTechnology (email-focused)Content Management SystemMarketing Automation Software(automation-focused),Othertechnologiesused:VideoTools/Platforms(19%);ContentCollaboration/WorkflowSoftware(17%);ContentPromotion/DistributionSoftware(17%);Webinar/OnlinePresentationPlatforms(17%);ContentPlanning/CreationSoftware(13%);DigitalAssetManagement(DAM)System/FileStorage(12%);ContentOptimizationSoftware(5%);andOther(7%).AVERAGENUMBERUSED:MostSuccessful.4AllRespondents.4LeastSuccessful.3,CONTENT MARKETING STRATEGY & TECHNOLOGIESWhich types of digital technologies does your organizationuse specifically for managing its content marketing efforts?,CONTENTCREATION,19,&DISTRIBUTION,B2CCONTENTMARKETING,When asked how well content-creation projects flow withintheir organizations, 36% of respondents rated the flow as,excellent/very good; 38% rated it as good; and 26% rated it as fair/poor.,Among the content types, distribution formats, and social media platformsthat respondents use, they rated social media posts, email, and Facebook asmost effective in helping their organizations achieve specific objectives.,86% of respondents said they use email for content marketing purposes;automated confirmation emails (e.g., a welcome email) is the type ofemail they use most often (58%).,20,2018B2CContentMarketingTrendsNorthAmerica:ContentMarketingInstitute/MarketingProfs,Base:B2Ccontentmarketers;aidedlist.,CONTENT CREATION & DISTRIBUTIONHow often do you take thefollowing conceptsintoaccountwhile creatingcontent foryourorganization?HowOftenB2CMarketersConsiderVariousConceptsWhileCreatingContent,79%72%70%68%68%60%,47%,36%,17%,27%,17%23%26%28%26%,4%5%4%4%6%13%,10%,Ensure that our content isfact-based and/or credible,Consider how our content impacts the overallexperience a person has with our organizationPrioritize providing the right content tothe right person at the right timePrioritize delivering content qualityover content quantityFocus on creating content for ouraudience versus our brandDi erentiate our content fromour competitions contentDeliver content consistently(e.g., on a de ned, regularly scheduled basis),
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