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There's good news, and not-so-good news.

First, the good news: B2C marketers are becoming more successful with content marketing.

Now the not-so-good news: Many business-to-consumer marketers say their organizations don't have realistic expectations about what their content marketing can achieve. (This is why we can't have nice things.)

Those are just a couple of key findings from the just-published B2C Content Marketing 2018: Benchmarks, Budgets and Trends—North America report from MarketingProfs and Content Marketing Institute. We released the companion report on business-to-business (B2B) content marketing in late September.

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image of Ann Handley

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, one of the first sources of interactive marketing news and commentary.

Twitter: @MarketingProfs and @AnnHandley.