If someone got all meta and surveyed B2C marketers about which survey results they anticipate the most each year, you’ve got to like the odds for the Content Marketing Institute and MarketingProfs’ claiming the top spot.
Their recent B2C Content Marketing Benchmarks, Budgets, and Trends marks the 13th edition of this valuable annual report. What if you don’t have time to read all 42 pages cover to cover?
That’s quite alright. We gave it a good twice-over for you.
Take a look at our top six takeaways from the latest B2C content marketing statistics.
1. Too Many Teams Still Struggle With Integrating and Correlating B2C Content Marketing Data
The good news is that 82% of marketers measure content performance. Their focus is mostly on conversions, website traffic, email engagement, and website engagement.
The not-so-great news is that nearly half of B2C marketers are struggling to integrate and correlate that data across platforms. Almost as many are having a hard time tying performance to their goals and efficiently pulling insights from their data.
In other words, they’ve got tons of information but don’t know how to use it effectively. (It sounds like the adage, “Water, water everywhere, but not a drop to drink.”)
Source: CMI/MarketingProfs 2023 Report
Clearly, most B2C marketers could benefit from a content marketing analytics function. Such a tool puts selected metrics front and center, including ROI-related KPIs.
Analytical proficiency is more likely when you set up your content measurement system with ease of use in mind. An intuitive yet comprehensive content operations platform is a must-have to get real benefits from data.
2. The Upward Trajectory of B2C Content Marketing Budgets Is Slowing
The optimism B2C content marketing teams once had for budget increases is waning. The 2022 report showed that 61% of marketers expected their budgets to increase that year. That number has dropped to 47%, and 40% expect budgets to remain the same.
Source: CMI/MarketingProfs 2023 Report
This data further illustrates the need to double down on solutions that ensure the content marketing budget goes as far as possible for undeniable success.
Content teams need to put sufficient focus on planning and efficient collaboration. Streamlining the intake, review, and approval process could mitigate the strain of not getting the desired budget, especially when content requests stay at a high volume.
3. B2C Content Marketing Is Important To Companies (But Still Needs More Love and Attention)
Despite the sore feelings about budgets, B2C content marketing is getting acclaim in businesses as a whole. The survey shows that 70% of marketers believe content has taken on greater importance among their teams.
Yet, content teams still report that they are fighting for additional staff, larger budgets, and more access to subject-matter experts. The soul-searching question is: Could these be obstacles that are partly of their own doing?
The report also shows that 52% of marketers only claim moderate success. Compare that to the 29% who report content being very or extremely successful.
Source: CMI/MarketingProfs 2023 Report
What’s likely behind those numbers? Only 37% of B2C content marketers have a documented strategy.
About the same number has a strategy but no documentation to support it. To get higher budgets and more resources, a documented plan is indispensable.
Granted, some of that is going to be on executive leadership. However, a better starting point for budget requests might be for planning tools that simplify and provide transparency to content operations to easily demonstrate ROI.
Source: Giphy
4. In-Person Events Are Booming While Paid Content Promotion Is Decreasing
Organic traffic continues to reign as paid content is decreasing. The previous year’s B2C content marketing metrics saw 78% using paid channels, but that number is down to 63%.
However, those who are taking advantage of paid distribution are diversifying their efforts more among the different channels. Social media remains the focus, but the biggest jump in use was with sponsorships (which include events, booths, and workshops) at a 14% increase.
This is consistent with budget expectations. The biggest investment increase looks to be among in-person events for content promotion. Maybe lean more into that to get additional support from upper management.
Source: CMI/MarketingProfs 2023 Report
5. Appealing to Different Target Audiences Is the Biggest Challenge
While we all try to niche down and concentrate on one audience, the reality is that every company has at least a couple of ideal customer profiles. B2C content marketing teams are still figuring out how to manage content creation for distinct audiences.
Source: CMI/MarketingProfs 2023 Report
Consistency, communication, and technology integration were complementary struggles.
This is another area where the issue likely lies in not having the right tools to begin with. Teams likely need to invest in an easier-to-use calendar to better coordinate their efforts.
6. Marketing Teams Need To Treat Content as a Process, Not a Project
No matter how much marketing pros keep banging the drum, organizations are having a hard time letting go of the campaign-focused mindset. Instead of looking at content as a project you launch from time to time, you need an always-on B2C content marketing strategy that you continually refine.
Robert Rose summed it up nicely in his final actionable steps, “Businesses must stop looking at content from a container-first perspective — solely designed to support marketing tactics or initiatives. Instead, businesses must identify content operations as a function supporting the fluid use of content to fuel better customer experiences.”
In other words, teams need agile and efficient systems that seize competitive advantages as they arise. Content will never be a “set-it-and-forget-it” solution. It evolves with the times along with the rest of your business.
Once again, only 26% of marketers report having the right technology in place and using it to its potential. It’s no shocker that that’s not far from the 29% who report being at least very successful.
Source: CMI/MarketingProfs 2023 Report
Harness the Full Power of Your B2C Content Marketing
Are you among the marketers whose plans look a little too much like last year’s? Then, how about checking out a particular content planning tool that’s long been a favorite of the B2C content marketing crowd?
It’s time to turn those best-laid plans of your B2C content marketing into real, hard-earned results. Request a DivvyHQ demo today!
