What did we find?
66% of B2C marketers say their organization is much/somewhat more successful at content marketing compared with one year ago
Other Key Highlights:
86% of B2C respondents use content marketing
78% of B2C marketers characterize their organization as moderately to extremely successful at content marketing (compared with 70% the previous year)
60% of B2C respondents describe their organization's commitment level to content marketing as extremely or very committed
The percentage of B2C marketers that agreed their organization has realistic expectations about what content marketing can achieve decreased from 69% last year to 55% this year
79% of B2C respondents agree their organization values creativity and craft in content creation and production vs. 69% last year
"Sixty-six percent of B2C marketers surveyed said they're more successful with content marketing compared with one year ago," says Lisa Murton Beets, research director, Content Marketing Institute. "At the same time, fewer B2C marketers than last year agreed that their organization has realistic expectations about what content marketing can achieve. One of the best ways content marketers can set appropriate expectations is to document their strategy. This will help stretched teams –even those that perform very well -- focus on the priorities that matter most to their organization, and give teams that want to do more a starting point for building a business case for additional resources."
"Our research shows that B2C content marketers are placing a higher value on creativity and craft in content creation and production compared with one year ago," says Ann Handley, Chief Content Officer, MarketingProfs, and author ofEverybody Writes. "Additionally, when we look just at the top-performing B2C content marketers, we see they place a higher priority on delivering content quality over content quantity and are more focused on creating content for their audience versus their brand -- all important keys to content marketing success."