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â–¶ 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
â–¶ Younger Travelers Use Facebook for Direction: Nearly 90% of travelers under the age of 34 use Facebook to help choose a destination, finds a Travel & Tourism study by Text100 Global Com-munications in partnership with RedShift Research. The report surveyed 4,600 travelers to better understand how digital technology influences the four major stages of a consumer’s travel decision-cycle: inspiration, decision, purchase and experience. According to the study results, social media plays the largest role in the first and last phases, inspiration and experience. Highlights include:
• 63% of survey respondents consider recommendations by friends and family the number one factor to inspire travel and social channels make sharing among friends and family easy. Of people surveyed under the age of 34, 87% use Facebook for travel inspiration.
• Globally, over half the travelers polled have used Facebook, Twitter and other social media platforms to get travel inspiration.
• 37% of U.S. respondents consider travel blogger reviews in initial decision-making of holiday destination tourist attractions or leisure activities. Hence, travel bloggers should be considered an integral part of any company’s promotional efforts. PRN
Source: Text100 Global Communications/RedShift Research