There’s good news, and not-so-good news.
First, the good news: B2C marketers are becoming more successful with content marketing.
Now the not-so-good news: Many business-to-consumer marketers say their organizations don’t have realistic expectations about what their content marketing can achieve. (This is why we can’t have nice things.)
Those are just a couple of key findings from the just-published B2C Content Marketing 2018: Benchmarks, Budgets and Trends—North America report from MarketingProfs and Content Marketing Institute. We released the companion report on business-to-business (B2B) content marketing in late September.
The B2C report, now in its sixth year, provides useful information for marketers especially as they plan their 2018 content marketing strategies and budgets. Some of its key findings:
- When comparing their current-year with previous-year content marketing approach, 66% of B2C content marketers say their organization is much more or somewhat more successful at content marketing.
- The percentage of B2C marketers who agreed their organization has realistic expectations about what content marketing can achieve decreased from 69% last year to 55% this year.
- 78% of B2C content marketers characterize…
