Business-to-consumer (B2C) content marketing adoption is on the rise, with 60% of B2C marketers planning to increase content marketing spend over the next 12 months, according to the second annual B2C Content Marketing: 2014 Benchmarks, Budgets and Trends—North America report (PDF), produced by Content Marketing Institute and MarketingProfs.
Fully six in ten B2C marketers (60%) plan to increase their content marketing budget over the next 12 months (compared with 55% last year), and 72% percent are creating more content than they were one year ago, according to the report, which was sponsored by content marketing agency Imagination.
Among other highlights of the study:
- 90% of B2C marketers are using content marketing, compared with 86% last year.
- 34% of B2C marketers consider themselves effective at content marketing—up from 32% last year.
- B2C marketers have rated many tactics higher in effectiveness this year; in-person events and e-newsletters top the list of effective tactics.
- B2C marketers are using all social platforms more often, with LinkedIn use registering the biggest jump (from 51% to 71%).
Below, additional findings from the CMI and MarketingProfs study, B2C Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America.
Content Marketing Effectiveness
Just 34% of B2C marketers say they are effective at content marketing, up slightly from the 32% who said so last year. More B2B marketers—42%—say they are effective at content marketing.
Content Marketing Strategy