CM-2019年B2C内容营销报告（英文）-2019.3-40页.pdf

Benchmarks,Budgets,and TrendsB2CCONTENT MARKETING 20192m WELCOME.3m KEY FINDINGS.4m OVERALL SUCCESS.7m MATURITY.8m COMMITMENT.9m STRATEGY&OPINIONS.10m TECHNOLOGY USE&PROFICIENCY.14m AUDIENCE RESEARCH&NURTURING.18m CONTENT CREATION&DISTRIBUTION.22m BUDGETS&SPENDING.30m GOALS&METRICS.33m CONTENT MARKETING ISSUES OF IMPORTANCE.37m METHODOLOGY.39m ABOUT .40TABLE OF CONTENTSSURVEY TERM DEFINITIONSContent Marketing:A strategic marketing approach focused on creating and distributing valuable,relevant,and consistent content to attract and retain a clearly defined audienceand,ultimately,to drive profitable customer action.Success:Success is defined as achieving your organizations desired/targeted results.3Welcome to B2C Content Marketing 2019Benchmarks,Budgets,and Trends.This report presents the results from the B2C marketers who took our ninth annual content marketing survey.Our research has consistently shown that creating brand awareness is a top goal for B2C content marketing.However,many of this years survey respondents also reported strong concern for using content to solidify existing relationships(see page 13).Content that can be effective at building loyalty takes many shapes and forms today,for example:Videos and social media stories that entertain In-person events that create a sense of community and belonging Podcasts that inspire Live or virtual experiences that evoke emotion Articles,guides,newsletters,etc.,that provide informationObviously,the list goes on.The point is,that while driving people to content is critical,giving them reasons to keep coming back will grow long-term success!LISAMURTON BEETSResearch DirectorContent Marketing InstituteWELCOMEANNHANDLEYPartner/CCOMarketingProfsKEY FINDINGSB2C content marketing budgets are on this riseFifty-seven percent of B2C marketers surveyed expect their content marketing budget to increase in 2019 compared with 2018.Of that group,29%expect it to increase by more than 9%.If last year was any indication,B2C marketers will increase spending on content creation in 2019Among respondents who increased content marketing spending in the last 12 months,56%did so in the area of content creation,making it the top area of increased spending.Using content to build customer loyalty is top-of-mindEighty-one percent of B2C marketers surveyed agree their organizations are concerned with creating content that builds loyalty with existing clients/customers.Of that group,52%agreed“strongly”and 29%agreed“somewhat.”A strong commitment to content marketing shows in overall resultsB2C marketers who say their organizations are extremely/very committed to content marketing report a higher level of overall content marketing success than their less committed peers;theyre also more likely to report theyve used content marketing successfully to reach goals such as educating the audience and building customer loyalty.Sponsored content on social media is the top method of paid content distributionSocial media tops the list of paid methods B2C marketers use to distribute content.Of the 68%of respondents who use paid methods,three out of four(77%)use sponsored content on social media.45Most CommittedAll RespondentsLeast CommittedOverall approach to content marketing is extremely/very successful40%28%8%Strongly agrees there is content marketing buy-in from the highest levels in their organization 49%37%16%Has a documented content marketing strategy39%33%22%Measures content marketing ROI58%57%55%Is extremely/very proficient with using the content marketing metrics their team has selected40%32%16%Strongly agrees organization is concerned with creating content that builds loyalty with existing clients/customers63%52%34%Somewhat agrees organization is concerned with creating content that builds loyalty with existing clients/customers21%29%45%Has used content marketing successfully to build loyalty with existing customers in last 12 months68%63%51%Uses educational content to nurture audience73%71%67%Has used content marketing successfully to educate audience in last 12 months72%65%53%Uses paid methods to distribute content for content marketing purposes66%68%71%KEY FINDINGSDifferences Between B2C Marketers by Organizations Commitment to Content MarketingChart term definitions:The“most committed”respondents are those who describe their organizations commitment level to content marketing as extremely or very committed.The“least committed”describe it as somewhat or not very committed.None of the respondents said their organization was“not at all”committed.Base:B2C content marketers.B2C Content Marketing 2019:Benchmarks,Budgets,and TrendsContent Marketing Institute/MarketingProfs6 SUCCESS,MATURITY&COMMITMENT774%of B2C content marketers say their organizations content marketing is much/somewhat more successful compared with one year ago.How B2C Marketers Rate TheirOrganizations Overall Levelof Content Marketing Success1%3%54%17%25%Extremely Successful Very Successful Moderately Successful Minimally Successful Not At All SuccessfulHow B2C Marketers Rate TheirOrganizations Content Marketing SuccessCompared With One Year Ago3%0%55%23%19%Much More Successful Somewhat More Successful About the Same Somewhat Less Successful Much Less SuccessfulNote:The survey defined success as achieving your organizations desired/targeted results.Base:B2C content marketers;aided list.B2C Content Marketing 2019:Benchmarks,Budgets,and TrendsContent Marketing Institute/MarketingProfsBase:B2C content marketers;aided list.B2C Content Marketing 2019:Benchmarks,Budgets,and TrendsContent Marketing Institute/MarketingProfsSUCCESS,MATURITY&COMMITMENT8As an organization grows in content marketing maturity,its success is likely to increase.How B2C Marketers Rate TheirOrganizations Content Marketing Maturity LevelSOPHISTICATEDMATUREADOLESCENTYOUNGFIRST STEPS11%31%26%5%27%SOPHISTICATED Providing accurate measurement to the business,scaling across the organizationMATURE Finding success,yet challenged with integration across the organizationADOLESCENT Have developed a business case,seeing early success,becoming more sophisticated with measurement and scalingYOUNG Growing pains,challenged with creating a cohesive strategy and a measurement planFIRST STEPSDoing some aspects of content,but have not yet begun to make content marketing a processBase:B2C content marketers;aided list.B2C Content Marketing 2019:Benchmarks,Budgets,and TrendsContent Marketing Institute/MarketingProfsSUCCESS,MATURITY&COMMITMENT964%of B2C content marketers report their organization is extremely/very committed to content marketing.How B2C Marketers Rate TheirOrganizations Commitment to Content MarketingEXTREMELYCOMMITTEDVERYCOMMITTEDSOMEWHATCOMMITTEDNOT VERYCOMMITTEDNOT AT ALLCOMMITTED43%31%5%0%21%CMI/MarketingProfs annual research consistently shows that a strong commitment to content marketing often yields a higher level of overall success.Base:B2C content marketers;aided list.B2C Content Marketing 2019:Benchmarks,Budgets,and TrendsContent Marketing Institute/MarketingProfsSUCCESS,MATURITY&COMMITMENT10 STRATEGY&OPINIONS1133%of B2C marketers surveyed have a documented content marketing strategy.Proportion of B2C MarketersWith a Content Marketing StrategyYES,AND IT IS DOCUMENTEDYES,BUT IT IS NOT DOCUMENTEDNO,BUT PLANTO WITHIN12 MONTHSNO,WITHNO PLANSIN 201833%22%4%41%A documented content marketing strategy is often a key indicator of content marketing success;however,only one out of three B2C marketers surveyed possess one.Base:B2C content marketers;aided list.B2C Content Marketing 2019:Benchmarks,Budgets,and TrendsContent Marketing Institute/MarketingProfsSTRATEGY&OPINIONS12B2C marketers say the top benefit of a documented content marketing strategy is that it aligns the team around a common mission/goals.Base:B2C content marketers who have a documented content marketing strategy.Aided list;multiple responses permitted.B2C Content Marketing 2019:Benchmarks,Budgets,and TrendsContent Marketing Institute/MarketingProfsBenefits of a Documented B2C Content Marketing Strategy77%65%65%61%56%56%53%16%4%020406080100Aligns team around common mission/goalsKeeps team focused on documented prioritiesProvides clarity on targeted audience(s)Yields more accurate budgetary informationOther benefitsCreates accountabilityMakes it easier to identify whichmetrics to focus onMakes it easier to determine whichtypes of content to developHelps team allocate resourcesto optimize desired resultsSTRATEGY&OPINIONS1381%of B2C marketers agree their organization is concerned with creating content that builds loyalty with existing clients/customers.STRATEGY&OPINIONSBase:B2C content marketers who answered each statement.B2C Content Marketing 2019:Benchmarks,Budgets,and TrendsContent Marketing Institute/MarketingProfs51%30%13%6%52%29%7%10%39%40%14%5%2%37%32%15%11%5%5%30%39%14%12%2%0%020406080100Our audience views our organization asa credible and trusted resource.Our organization values creativity andcraft in content creation and production.There is content marketing buy-in fromthe highest levels in our organization.Our organization is concerned withcreating content that builds loyaltywith existing clients/customers.Our organization places importanceon building relationships with influencers(e.g.,brand advocates,journalists).B2C Marketers Opinions AboutContent Marketing in Their Organization Strongly Agree Somewhat Agree Neither Agree Nor Disagree Somewhat Disagree Strongly Disagree14 TECHNOLOGY USE&PROFICIENCY1540%of B2C marketers describe their organizations proficiency with the use of content marketing technology as intermediate;another 30%describe it as novice.B2C Marketers ProficiencyWith Use of Content Marketing TechnologyEXPERTADVANCEDINTERMEDIATENOVICEBEGINNERUNSURE9%19%8%1%40%23%EXPERT Content marketing technology is integrated across the organization,experiencing the benefitsADVANCED Finding success,yet challenged with integrating content marketing technology across the organizationINTERMEDIATE Becoming more consistent with the use of content marketing technology,seeing early successNOVICEGrowing in use of content marketing technology,but not using it consistentlyBEGINNERJust started using one or more content marketing technologiesBase:B2C content marketers whose organizations use one or more of the listed technologies presented on the survey;aided list.B2C Content Marketing 2019:Benchmarks,Budgets,and TrendsContent Marketing Institute/MarketingProfsTECHNOLOGY USE&PROFICIENCY16The top three technologies B2C marketers use to assist with managing their content marketing efforts are social media publishing/analytics,email marketing software,and analytics tools.Base:B2C content marketers whose organizations use one or more of the technologies listed.Aided list;multiple responses permitted.B2C Content Marketing 2019:Benchmarks,Budgets,and TrendsContent Marketing Institute/MarketingProfsTypes of Technologies B2C Marketers Use to AssistWith the Management of Content Marketing Efforts85%77%71%55%45%29%27%12%12%4%52%020406080100Social Media Publishing/AnalyticsEmail Marketing SoftwareAnalytics ToolsContent Creation/OptimizationContent Management System(CMS)Workflow/Project Management/Editorial CalendaringMarketing Automation SystemContent Syndication/Promotional ToolsChatbotsIntegrated Content Marketing Platform(CMP)Artificial Intelligence(AI)TECHNOLOGY USE&PROFICIENCY17B2C marketers say the top benefit of using content marketing technology is that it provides better insight into how content is performing.Base:B2C content marketers whose organizations use one or more of the technologies listed.Aided list;multiple responses permitted.B2C Content Marketing 2019:Benchmarks,Budgets,and TrendsContent Marketing Institute/MarketingProfsBenefits B2C Marketers Derivefrom Using Content Marketing Technologies68%63%36%36%35%32%31%020406080Better insight into how content is performingEasier content repurposingEnhanced customer experiences dueto improved interactionsMore conversionsTime savings 4%Other benefitsBetter insight into audiencebehavior/preferencesImproved workflowTECHNOLOGY USE&PROFICIENCY18 AUDIENCE RESEARCH&NURTURING19AUDIENCE RESEARCH&NURTURINGSocial media listening,website analytics,and keyword research are the top three techniques B2C content marketers use to research their audience(s).Techniques B2C Marketers Use toResearch Their Target Audience for Content Marketing70%69%64%53%49%47%40%5%1%02040608090Social Media ListeningWebsite AnalyticsKeyword ResearchDatabase Analysis Primary ResearchSales Team FeedbackSecondary ResearchCustomer Conversations/PanelsAI-powered Audience AnalysisOther techniques37%Base:B2C content marketers whose organizations research target audiences.Aided list;multiple responses permitted.B2C Content Marketing 2019:Benchmarks,Budgets,and TrendsContent Marketing Institute/MarketingProfs20AUDIENCE RESEARCH&NURTURINGBy January 2019,an estimated 77%of B2C marketers surveyed will be using personas.Base:B2C content marketers;aided list.B2C Content Marketing 2019:Benchmarks,Budgets,and TrendsContent Marketing Institute/MarketingProfsProportion of B2C Marketers ThatUse Personas for Content Marketing Purposes Yes No,but plan to in 2018 No,with no plans in 201851%26%23%21AUDIENCE RESEARCH&NURTURINGB2C content marketers say they nurture their audiences primarily via email.Base:B2C content marketers whose organizations nurture their audience.Aided list;multiple responses permitted.B2C Content Marketing 2019:Benchmarks,Budgets,and TrendsContent Marketing Institute/MarketingProfsContent Marketing Methods B2C MarketersUse to Nurture Their Audience80%71%55%53%52%020406080100Email/Email CampaignsEducational ContentClear Calls-to-Action(CTAs)for Next StepsOffers/IncentivesStorytelling/Relating to the AudienceIn-person EventsCommunity Building/Audience ParticipationMembership PerksPredictive Technology Other Methods40%39%19%9%1%22 CONTENT CREATION&DISTRIBUTION23Half of B2C content marketers say their organization always/frequently uses storytelling in its content.Base:B2C content marketers who answered each concept;aided list.B2C Content Marketing 2019:Benchmarks,Budgets,and TrendsContent Marketing Institute/MarketingProfsConcepts B2C Marketers Take Into Account WhileCreating Content for Their OrganizationPrioritize the audiences informationalneeds over our sales/promotional messagePrioritize delivering the right content tothe right audience(s)at optimal timesCraft content based on specificpoints/stages of the buyers journeyUse storytelling in our contentPartner with others on content marketinginitiatives to tap into their audience(s)to expand our reachIncorporate interactivefeatures into our content Always/Frequently Sometimes Rarely/Never66%26%8%62%56%52%31%27%45%28%31%38%35%13%28%16%30%8%CONTENT CREATION&DISTRIBUTION24CONTENT CREATION&DISTRIBUTIONThe majority of B2C content marketers increased their use of audio/visual content,written digital content,and images compared with one year ago.Base:B2