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Business-to-consumer (B2C) marketers are making steady progress with content marketing as a key element of marketing strategy, according to a just-published annual content marketing study from MarketingProfs and Content Marketing Institute.

Fully 75% of B2C marketers characterize their organization as successful (extremely, very, or moderately) with content marketing, and 73% say they are much or somewhat more successful than a year ago, the study found:

B2C marketers are using content marketing primarily to bring attention to their overall brand: The three most cited marketing goals in the last 12 months were creating brand awareness (84%), educating audiences (75%), and building credibility/trust (65%), according to the B2C Content Marketing 2020: Benchmarks, Budgets and Trends report.

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image of Ann Handley

Ann Handley is a Wall Street Journal bestselling author who speaks worldwide about how businesses can escape marketing mediocrity to ignite tangible results. IBM named her one of the 7 people shaping modern marketing. She is the Chief Content Officer of MarketingProfs, a LinkedIn Influencer, a keynote speaker, mom, dog person, and writer.