Communicators Invest Heavily in Content Marketing


Content Marketing Takes Off:Business-to-consumer (B2C) communicators are heavily using—and significantly investing in—content marketing, says a new study conducted by the Content Marketing Institute and MarketingProfs and sponsored by Pace.

According to the study, 86% of B2C organizations market with content—regardless of company size or industry.

Some of the nuggets from the study:

  • B2C organizations use an average of 12 tactics. The most popular tactics include social media (excluding blogs) (84%), articles on a company’s website (84%), e-newsletters (78%) and blogs (77%).

  • While these results are similar to the habits among B2B marketers, B2C marketers are using mobile content, mobile apps, print magazines and print newsletters more often than their B2B peers.

  • For B2C marketers, Facebook is the most popular platform by far, with 90% of respondents indicating they use this for content distribution. This differs from B2B, in which LinkedIn is the most popular platform, with 83% of respondents using this (compared with 51% of B2C marketers).

  • Akin to B2B companies, B2C communicators are investing heavily in content marketing. They now spend 28% of their marketing budgets on content marketing, and 55% of B2C marketers plan to increase their content marketing spend within the next year.

Source: Content Marketing Institute/MarketingProfs

Follow Scott Van Camp: @svancamp01




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About Scott Van Camp

Scott Van Camp is editor of PR News, an executive-level, reader-supported publication that helps enhance the business impact of PR. Scott has a rich background in both journalism and PR/marketing. He has more than 15 years of experience as a writer/editor at various consumer and trade publications. Scott was with VNU Business Publications for five years, including stints as managing editor at IQ News and Technology Marketing magazines and senior editor at Brandweek. In the PR/marketing sphere, he has served as corporate communications manager at MarketBridge, a marketing and sales consultancy, and as editorial director for the Chief Marketing Officer (CMO) Council. While at the Council, Scott led several high-profile marketing research projects. He has also operated his own communications and media consulting firm, SVC Communications.



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