Are B2C Content Marketing Teams Getting What They Need to Succeed? [New Research]

By Lisa Murton Beets


We’ve all known (and probably been part of) small, focused teams that seem to produce incredible results. Unless these teams hang on to their tight focus, though, even the most impressive typically hit a wall. The organizational pressure to do more too often outpaces the team’s ability to keep up.

B2C marketers may be about to hit that stage given the signs that popped up as we read through the survey data and fill-in responses to the latest annual content marketing research. (You can read the full results in B2C Content Marketing 2018: Benchmarks, Budgets, and Trends—North America, produced by CMI and MarketingProfs.)

Content marketing success increases, but can it last?

Don’t get us wrong – the B2C research reveals many encouraging findings. We saw a higher level of reported success with content marketing, the same level of commitment to content marketing, an increased focus on building an audience, and a higher value placed on creativity and craft in content creation, among other positive signs.

For example, 78% of B2C marketers say they’re moderately to extremely successful (compared with 70% the previous year).

78% B2C marketers say they’re moderately to extremely successful (compared w/ 70% previous year). @cmicontent.
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At the same time, we noted a decrease in the total marketing budget spent on content marketing. For all responding marketers, spending decreased by four percentage points year over year (22% vs. 26%); however, the decrease was more notable year over year among the B2C top performers (26% vs. 38%).

Total #contentmarketing spend decreased by 12% among B2C top performers via @cmicontent research.
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Of course, those results could mean B2C content marketing efforts truly are getting lean and mean – prioritizing the content activities that matter most for their organizations. In fact, 53% say they’re discontinuing content …read more

Source:: content marketing

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