Some 86% of B2C marketers in North America are using content marketing, employing 12 individual tactics on average; but, as is the case with B2B content marketing, B2C content marketers are struggling with the effectiveness of their content marketing, according to the findings of the first B2C content marketing study from MarketingProfs and the Content Marketing Institute.
Among the highlights of the "B2C Content Marketing: 2013 Benchmarks, Budgets, and Trends—North America" study:
- B2B marketers use social media more often than their B2C counterparts; however, B2C marketers consider it more effective (57% of B2C marketers think social media is effective vs. 49% of B2B marketers).
- On average, B2C marketers use four social media platforms, compared with five used by B2B marketers.
- On average, 28% of B2C marketing budgets are allocated to content marketing, and 55% of consumer marketers plan to increase their content marketing spend.
Below, additional findings from the CMI and MarketingProfs study, "B2C Content Marketing: 2013 Benchmarks, Budgets, and Trends—North America."
B2C Content Marketing Tactics
In general, the larger the B2C company, the more tactics used: Companies with 10,000 or more employees use an average of 16 tactics, whereas the smallest companies use an average of 10.
Compared with their B2B counterparts, B2C marketers use more mobile content, mobile apps, print magazines, and print newsletters; however, B2C marketers use far fewer case studies, whitepapers, webinars/webcasts, and research reports.
B2C Content Marketing Challenges