Business-to-consumer (B2C) marketers have made significant progress over the past year in content marketing, reporting that they are allocating more budget toward content and getting better results from popular social platforms, according to the B2C Content Marketing 2016: Benchmarks, Budgets, and Trends—North America report.
The findings presented in the report are derived from the sixth annual content marketing survey conducted by Content Marketing Institute and MarketingProfs, and sponsored by TrackMaven. We released the companion report, on business-to-business (B2B) content marketing, at the end of September.
We'll be talking more about the study findings in the months to come. But, for now, let's look at some key insights from the B2C content marketing report.
B2C marketers are putting more budget toward content marketing, allocating 32% of their total marketing budget, on average, to content marketing, compared with 25% last year:
B2C marketers are also getting better results with Facebook, which is the social media platform they use most often. This year, 66% rated it effective, compared with 58% last year:
B2C marketers have also made impressive progress over the past year with documenting their content marketing strategy: 37% have a documented content marketing strategy vs. 27% last year.
Ann Handley is chief content officer of MarketingProfs, author of Everybody Writes: Your Go-To Guide to Ridiculously Good Content, and co-author of the best-selling book on content marketing, Content Rules. Ann co-founded ClickZ.com, one of the first sources of interactive marketing news and commentary.