North American B2C marketers have made notable progress during the past year with documenting their content marketing strategy (37% have a documented content marketing strategy vs. 27% last year), according to Content Marketing Institute’s B2C Content Marketing: 2016 Benchmarks, Budgets, and Trends — North America.
76% of North American B2C marketers say their organizations use content marketing. Last year, 77% of respondents said they used it.
Content marketing is defined as “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience—and, ultimately, to drive profitable customer action.”
Here are some takaways from the report:
48% of B2C marketers meet with their teams either daily or weekly to discuss their content marketing program; 28% of those marketers say the meetings are “extremely” valuable and 31% say they are “very” valuable.
More and more B2C marketers are using infographics (62% this year vs. 45% last year), making this the content marketing tactic with the greatest year-over-year increase. The effectiveness rating for infographics increased as well (42% said infographics were effective last year vs. 63% this year).
B2C marketers are getting better results with Facebook, which is the social media platform they use most often. This year, 66% rated it effective (vs. 58% last year).
There’s been a shift in the paid methods that B2C marketers use to promote/distribute content. Over the last year, the use of promoted posts, social ads, and search engine marketing (SEM) overtook print/other offline promotion as the paid method that B2C marketers use most frequently to distribute content.
B2C marketers are putting more budget toward content marketing. This year, they’re allocating 32% of their total marketing budget, on average, to content marketing (vs. 25% last year).