CM-2019年B2C内容营销报告（英文）-2019.3-40页.pdf

Benchmarks, Budgets, and TrendsB2CCONTENT MARKETING 20192m WELCOME ...............................................................................................................................................................................................3m KEY FINDINGS .........................................................................................................................................................................................4m OVERALL SUCCESS .................................................................................................................................................................................7m MATURITY ...............................................................................................................................................................................................8m COMMITMENT .........................................................................................................................................................................................9m STRATEGY & OPINIONS ......................................................................................................................................................................... 10m TECHNOLOGY USE & PROFICIENCY....................................................................................................................................................... 14m AUDIENCE RESEARCH & NURTURING ................................................................................................................................................... 18m CONTENT CREATION & DISTRIBUTION ................................................................................................................................................. 22m BUDGETS & SPENDING ......................................................................................................................................................................... 30m GOALS & METRICS ................................................................................................................................................................................. 33m CONTENT MARKETING ISSUES OF IMPORTANCE .................................................................................................................................. 37m METHODOLOGY .................................................................................................................................................................................... 39m ABOUT ................................................................................................................................................................................................. 40TABLE OF CONTENTSSURVEY TERM DEFINITIONSContent Marketing: A strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience—and, ultimately, to drive profitable customer action.Success: Success is defined as achieving your organization’s desired/targeted results.3Welcome to B2C Content Marketing 2019—Benchmarks, Budgets, and Trends. This report presents the results from the B2C marketers who took our ninth annual content marketing survey.Our research has consistently shown that creating brand awareness is a top goal for B2C content marketing. However, many of this year’s survey respondents also reported strong concern for using content to solidify existing relationships (see page 13).Content that can be effective at building loyalty takes many shapes and forms today, for example:• Videos and social media stories that entertain• In-person events that create a sense of community and belonging• Podcasts that inspire• Live or virtual experiences that evoke emotion• Articles, guides, newsletters, etc., that provide informationObviously, the list goes on. The point is, that while driving people to content is critical, giving them reasons to keep coming back will grow long-term success!LISAMURTON BEETSResearch DirectorContent Marketing InstituteWELCOMEANNHANDLEYPartner/CCOMarketingProfsKEY FINDINGSB2C content marketing budgets are on this riseFifty-seven percent of B2C marketers surveyed expect their content marketing budget to increase in 2019 compared with 2018. Of that group, 29% expect it to increase by more than 9%.If last year was any indication, B2C marketers will increase spending on content creation in 2019Among respondents who increased content marketing spending in the last 12 months, 56% did so in the area of content creation, making it the top area of increased spending.Using content to build customer loyalty is top-of-mindEighty-one percent of B2C marketers surveyed agree their organizations are concerned with creating content that builds loyalty with existing clients/customers. Of that group, 52% agreed “strongly” and 29% agreed “somewhat.” A strong commitment to content marketing shows in over...