B2C Content Marketing Benchmarks report 2018

December 11 2017  |  By: Steve Johnson

We summarise here the most interesting bits of the 38-page report on the 8th annual B2C Content Marketing Benchmarks survey.

It cites 2,190 respondents from a wide range of industries and company sizes. 44% of the respondents were in Marketing / Communications / PR Management, and a further 18% were in Content Creation / Management.

The majority were North America-based, but the trends, as ever, would seem to have validity globally.

B2C marketing maturity

This question asked respondents to state what their company's content maturity levels are. Their frank assessments of their lack of maturity bodes well for marketing agencies seeking to offer their services:

Company's content marketing maturity level

Outsourcing content marketing 

Another gratifying statistic for creative and marketing agencies and PR consultancies. Half of the respondents outsource content creation:

Outsourced areas of content marketing

How successful? Not very.

Only 28% of B2C marketers think that their content efforts are very or extremely successful. Room for improvement, then...

Content marketing levels of success achieved

Goals, and the creative craft involved

It's great to see so many companies valuing the creative craft needed for content creation. As for their main goal: it's audience building:

B2C marketer opinions on content marketing

Facts win

The craving for facts and credibility heads the pack, so if you're pitching for business it's useful to remember that clients don't want any more padding:

Taking various concepts into account

B2C distribution formats

The prominence of social will surprise no-one, but would you have expected how close behind email is?

B2C formats used

The most effective B2C formats

 Note that this question isn't about increasing general awareness, it's about achieving specific objectives. On that criterion, email wins out.

Most effective B2C formats

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