Notes: Content marketing is more entrenched among B2B (88%) than B2C (76%) firms in North America, according to an analysis of the latest annual studies from the Content Marketing Institute and MarketingProfs, and both groups are shifting to more sales-driven efforts. Interestingly, B2C marketers are more apt than their B2B counterparts to believe they’re effective at content marketing (38% and 30%, respectively), and also report spending a greater share of their marketing budgets on content (32% vs. 28%).
With a majority of B2B and B2C content marketers expecting to increase the amount of content creation next year, both segments feel that producing engaging content is their top challenge, and around half of each group will increase their budgets over the next 12 months.
Looking at tactics, social media content is popular among both groups, although Facebook is tops in usage and effectiveness for B2C marketers and LinkedIn leads among B2B respondents. Search engine marketing emerges as the most effective paid advertising method for each group, although promoted posts are more regularly used by B2C content marketers. Overall, in-person events are seen as effective by both B2C and B2B content marketers, joined at the top of the effectiveness list by email newsletters on the B2C side.
Related: Trends in B2B Content Marketing
About the Data: The sixth annual Content Marketing Survey, from which the results of the reports were generated, was mailed electronically to a sample of marketers using lists from Content Marketing Institute, MarketingProfs, the Business Marketing Association (BMA), Blackbaud, The Association for Data-driven Marketing & Advertising (ADMA), Industry Week, New Equipment Digest, and WTWH Media.
A total of 3,714 recipients from around the globe””representing a full range of industries, functional areas, and company sizes””completed the survey during July and August 2015.
The B2B report presents the findings from the 1,521 respondents who said they were B2B marketers in North America (1,334 of whom said, “yes, our organization uses content marketing”), producing a +/-2.5% degree of accuracy at a 95% confidence level.
The B2C report presents the findings from the 263 respondents who said they were B2C marketers in North America (200 of whom said “yes, our organization uses content marketing”).