|According to new research from Marketing Profs and the Content Marketing Institute, 86 per cent of B2C marketers in North America are using content marketing, employing 12 individual tactics on average. But B2C content marketers are struggling with the effectiveness of their content marketing.
Highlights of the "B2C Content Marketing: 2013 Benchmarks, Budgets, and Trends-North America" study include:
• B2B marketers use social media more often than their B2C counterparts. However, B2C marketers consider it more effective
• On average, B2C marketers use four social media platforms, compared with the five used by B2B marketers.
• On average, 28 per cent of B2C marketing budgets are allocated to content marketing, and 55 per cent of consumer marketers plan to increase their content marketing spend
In general, the larger the B2C company, the more tactics used. Companies with 10,000 or more employees use an average of 16 tactics, whereas the smallest companies use an average of 10. Compared with their B2B counterparts, B2C marketers use more mobile content, mobile apps, print magazines, and print newsletters; however, B2C marketers use far fewer case studies, whitepapers, webinars/webcasts, and research reports.
Lack of budget is the challenge most cited by B2C content marketers: 52 per cent (vs. 39 per cent of B2B content marketers). Nearly an equal proportion cite producing enough content (51 per cent) and producing the kind of content that engages (49 per cent) as challenges they face.
The Top 3 biggest challenges cited by B2C Marketers are:
• B2C marketers said lack of budget is their biggest challenge (vs. 14 per cent of B2B marketers).
• 15 per cent said producing enough content is their biggest challenge (vs. 15 per cent of B2B marketers).
• 15 per cent said producing the kind of content that engages is their biggest challenge (vs. 18 per cent of B2B marketers).
B2C marketers and B2B marketer agree on the primacy of in-person events as a content marketing tactic: 62 per cent of B2c marketers say it's an effective tactic, as do 67 per cent of B2B marketers. More B2C marketers than B2B marketers rank social media as "effective" or "very effective": 57 per cent of B2C marketers vs. 49 per cent of B2B marketers.
More B2C marketers than B2B marketers rank print materials (magazines as well as newsletters) as "effective" or "very effective": 51 per cent of B2C marketers vs. 34 per cent of B2B marketers for print magazines, and 42 per cent of B2C marketers vs. 28 per cent of B2B marketers for print newsletters.
The average share of marketing budget spent on B2C content marketing is 28 per cent (on average, B2B marketers allocate a bit more: 33 per cent). 55 per cent of B2C marketers say they will increase their content marketing spend over the next 12 months.
B2C marketers use an average of four social media sites to distribute content, whereas B2B marketers use an average of five. B2C marketers most often use Facebook, whereas B2B marketers most often use LinkedIn.
Concluding, the report says the most effective B2C content marketers:
• Spend a higher percentage of their marketing budget on content marketing
• Use more tactics and distribute content on more social networks
• Tailor content to specific profiles/personas more frequently
• Are far less challenged in terms of producing engaging content
• Are less challenged with lack of buy-in/vision from higher-ups