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B2CCONTENT11TH ANNUALMARKETINGBENCHMARKS, BUDGETS,AND TRENDSINSIGHTS FOR 20211
SURVEY TERM DEFINITIONSTABLE OF CONTENTSmINTRODUCTION. 3mKEY FINDINGS. 4mMATURITY & STRATEGY. 5mTEAM STRUCTURE & OUTSOURCING. 10mCONTENT CREATION & DISTRIBUTION. 17mMETRICS, GOALS & OVERALL SUCCESS. 26mBUDGETS & SPENDING. 31mINSIGHTS FOR 2021. 35mMETHODOLOGY. 40mABOUT. 41ANNHANDLEYChief Content Officer,MarketingProfsLISAMURTONBEETSResearch Director/Report Author, CMIContent marketing: A strategic marketingapproach focused on creating and distributingvaluable, relevant, and consistent content toattract and retain a clearly defined audience—and,ultimately, to drive profitable customer action.Success: Achieving your organization’s desired/targeted results.Note: In instances where we observed notableyear-over-year differences, this report containscomparisons with findings from last year’s 10thannual survey—reported on in B2C ContentMarketing 2020: Benchmarks, Budgets, andTrends.STEPHANIE STAHLCATHY McPHILLIPSGeneral Manager, CMIVP Marketing, CMIROBERT ROSEJOSEPH “JK”KALINOWSKIChief Strategy Advisor, CMIKIM MOUTSOSCreative Director, CMIVP Content, CMI2
INTRODUCTIONWelcome to our annual B2C ContentMany B2C marketers reported adjusting quicklyMarketing Benchmarks, Budgets, andwhen the pandemic hit; perhaps their companiesTrends report. Here we present the results from were doubling down on digital, heavily engagingB2C marketers who replied to our 11th Annualin virtual events, or trying to keep on top of rapidlyContent Marketing Survey.changing analytics resulting from more peoplebeing at home and online. All these scenariosThe events of 2020 have certainly reshapedcreated the need for new content, formats, andhow organizations conduct their marketing.strategies.At the time of this survey, content marketerswere still reeling from the events that tookAs we move into 2021 in a world where mostplace during the first half of 2020. As wegatherings are still limited, direct-to-consumer willusher in 2021, we are still facing constantcontinue to drive B2C. Successful B2C marketerschange and uncertainty.will focus on creating content experiences andbuilding relationships in the digital world.3
KEY FINDINGSB2C content marketers arebecoming more strategic.Many have small contentmarketing teams.Nearly half have establishedonline communities.Seventy-three percent of respondents reporttheir organization has a content marketingstrategy. Of those, 42% have a documentedstrategy, up from 33% the previous year.See page 7.Consistent with our past research, 52%report their organization has a small (or oneperson) marketing/content marketing teamserving the entire organization. See page 13.Forty-eight percent say their organizationhas established an online community. Thesurvey defined an online community as aspace where your audience can engage witheach other and your brand in the form ofdiscussions, posts, surveys, etc. See page 21. They responded quicklywhen the pandemic hit.Eighty-two percent agree their organizationmade quick changes due to the pandemic.The top reported adjustment was “changedour targeting/messaging strategy” (63%).See pages 8 and 9. Livestreaming videosaw a big jump in use. Facebook is the top socialmedia platform.When we looked at the content types B2Cmarketers are using compared with one yearFacebook is the social media platform thatago, livestreaming video had the biggestB2C marketers use most often (both organicincrease (35% vs. 13% the previous year).and paid). That was also the case last year.See page 20.The use of organic Instagram and YouTubeincreased over last year, by seven and 10percentage points, respectively. See pages23 and 25.4
B2CONTENT11TH ANNUALMATURITY&STRATEGYARKETINGARKETINGNCHMARKS, BUDGETS,AND TRENDS5
MATURITY & STRATEGY41% of B2C marketers report their organization is in the sophisticated/mature phase of content marketing maturity.How B2C Marketers Rate Their Organization’sContent Marketing Maturity Level7%24%12%29% Sophisticated Mature Adolescent Young First Steps28%Base: B2C content marketers.B2C Content Marketing Benchmarks, Insights for 2021. Content Marketing Institute/MarketingProfs, July 2020.SOPHISTICATEDProviding accurate measurement to the business, scalingacross the organizationMATUREFinding success, yet challenged with integration acrossthe organizationADOLESCENTPossessing a business case, seeing early success,becoming more sophisticated with measurement andscalingYOUNGExperiencing growing pains, challenged with creating acohesive strategy and a measurement planFIRST STEPSDoing some aspects of content, but have not yet begun tomake content marketing a process6
MATURITY & STRATEGY42% of B2C marketers indicate their organization has a documented content marketing strategy, up from 33% theprevious year. 68% report their organization made major or moderate adjustments to their content marketing strategy inresponse to the pandemic. 51% describe the adjustments as both short- and long-term.Percentage of B2C MarketersWith a Content Marketing StrategyImpact of Pandemic onB2C Content Marketing Strategy6%22%31%42% Yes, and it is documented Yes, but it is not documented No, but plan to within 12 months No, with no plans5%26%27%Base: B2C content marketers.42%B2C Content Marketing Benchmarks, Insights for 2021.Content Marketing Institute/MarketingProfs, July 2020 Major Moderate Slight NoneBase: B2C content marketers whoseorganizations have a content marketing strategy.B2C Content Marketing Benchmarks, Insights for 2021.Content Marketing Institute/MarketingProfs, July 2020.Nature of Adjustments Made toB2C Content Marketing Strategyas a Result of Pandemic9%34%51%6% Short-term adjustments Long-term adjustments Both short- and long-term adjustments UnsureBase: B2C content marketers whose organizations adjustedtheir strategy in response to the pandemic.B2C Content Marketing Benchmarks, Insights for 2021.Content Marketing Institute/MarketingProfs, July 2020.7
MATURITY & STRATEGYMost B2C marketers surveyed agree their organization made quick and effective pandemic-related changes andexpect the changes to stay in effect for the foreseeable future.B2C Marketers’ Opinions About Changes Their OrganizationMade to Content Marketing in Response to PandemicOur organization made quick changesdue to the pandemic.36%46%Our organization made effective changesdue to the pandemic.We expect some of the changes we made tostay in effect for the foreseeable future.038%42%36%48%20 40Strongly agree 60Somewhat agreeSomewhat disagree 9% 7%2%11% 6%3%12% 3% 1%80100Neither agree nor disagreeStrongly disagreeBase: B2C content marketers who answered each statement.B2C Content Marketing Benchmarks, Insights for 2021. Content Marketing Institute/MarketingProfs, July 2020.8
MATURITY & STRATEGY63% of B2C marketers surveyed changed their messaging/targeting strategy in response to the pandemic. Far fewertook actions such as revisiting customer personas (18%) and changing their content marketing metrics (13%).Content Marketing Changes B2C OrganizationsMade in Response to the Pandemic63%Changed targeting/messaging strategy54%Adjusted editorial calendar46%Changed content distribution/promotion strategy43%Put more resources toward social media/online communities37%Changed website34%Reexamined customer journeyIncreased time spent talking with customers26%Changed our products/services25%23%Adjusted key performance indicators (KPIs)18%Revisited customer/buyer personasChanged content marketing metrics(e.g., set up new analytics/dashboards)13%020406080Base: B2C content marketers whose organizations made at least one of the changes shown on the aided list. Multiple responses permitted.B2C Content Marketing Benchmarks, Insights for 2021. Content Marketing Institute/MarketingProfs, July 2020.9
B2CONTENT11TH ANNUALTEAMSTRUCTURE &OUTSOURCINGARKETINGNCHMARKS, BUDGETS,AND TRENDS10
TEAM STRUCTURE & OUTSOURCING60% of all respondents said the size of their content marketing team was the same as 12 months ago. Around onethird of those from large organizations reported an increase.Size of B2C Content Marketing Team Compared With 12 Months AgoAll Respondents1-99 Employees100 EmployeesIncreased27%21%34%Stayed the same60%67%52%Decreased13%13%15%Base: B2C content marketers.B2C Content Marketing Benchmarks, Insights for 2021. Content Marketing Institute/MarketingProfs, July 2020.11
TEAM STRUCTURE & OUTSOURCINGLarge B2C organizations tend to have bigger content marketing teams, often in the two- to five-employee range.B2C Organizations’ Content Marketing Team Size(Full Time/Dedicated to Content Marketing)All Respondents 1-99 Employees 100 Employees11 7%2%13%6-106%3%10%2-537%31%42%125%29%20%0 (no one is full time, dedicated)26%36%15%Base: B2C content marketers.B2C Content Marketing Benchmarks, Insights for 2021. Content Marketing Institute/MarketingProfs, July 2020.12
TEAM STRUCTURE & OUTSOURCINGHalf of the B2C marketers surveyed report small (or one-person) marketing/content marketing teams serving theentire organization.B2C Organizations’ Content Marketing Team StructureAll Respondents 1-99 Employees 100 EmployeesWe have a small (or one-person) marketing/contentmarketing team serving the entire organization.52%70%32%We have a centralized content marketing group that workswith multiple brands/products/departments throughoutthe organization.23%17%30%Both — We have a centralized group and individual teamsthroughout the organization.20%10%31%Each brand/product/department has its own contentmarketing team.5%3%7%Base: B2C content marketers.B2C Content Marketing Benchmarks, Insights for 2021. Content Marketing Institute/MarketingProfs, July 2020.13
TEAM STRUCTURE & OUTSOURCING49% of B2C marketers report their organization outsources at least one content marketing activity, with largecompanies being more likely to outsource.Does Your B2C Organization Outsource Any Content Marketing Activities?All Respondents 1-99 Employees 100 EmployeesYes49%42%56%No51%58%44%Base: B2C content marketers.B2C Content Marketing Benchmarks, Insights for 2021. Content Marketing Institute/MarketingProfs, July 2020.14
TEAM STRUCTURE & OUTSOURCINGAmong those who outsource, content creation is the activity most outsourced by far.Content Marketing Activities B2C Organizations Outsource75%Content creation40%Content distribution27%Measurement25%Content strategyContent technology23%Editorial planning23%7%Other020406080Base: B2C content marketers whose organizations outsource at least one content marketing activity. Aided list; multiple responses permitted.B2C Content Marketing Benchmarks, Insights for 2021. Content Marketing Institute/MarketingProfs, July 2020.15
TEAM STRUCTURE & OUTSOURCINGB2C marketers who outsource at least one content marketing activity say their biggest challenges are budget issues(52%) and finding partners with adequate topic expertise (52%).Top 5 Challenges When SeekingOutsourced B2C Content Marketing HelpBudget issues52%Finding partners with adequate topic expertise52%45%Finding partners who understand/are able to empathize with our audience43%Lack of clear return on investment (ROI) metrics33%Finding partners who can provide adequate strategic advice28%Lack of integration with our organization’s process/tools20%Lack of comprehensive solutions from one partner14%Finding partners who consistently deliver on time7%Other0204060Base: B2C content marketers whose organizations outsource at least one content marketing activity. Aided list; up to five responses permitted.B2C Content Marketing Benchmarks, Insights for 2021. Content Marketing Institute/MarketingProfs, July 2020.16
B2CONTENT11TH ANNUALCONTENTCREATION &DISTRIBUTIONARKETINGNCHMARKS, BUDGETS,AND TRENDS17
CONTENT CREATION & DISTRIBUTIONThe top three technologies B2C marketers report using to assist with content marketing are analytics tools (85%),social media publishing/analytics (73%), and email marketing software (71%).Technologies B2C Organizations Use toAssist With Content Marketing85%Analytics tools (e.g., web analytics, dashboards)73%Social media publishing/analytics71%Email marketing software53%Content creation/collaboration/workflow43%Content management system (CMS)39%Customer relationship management (CRM) system24%Content distribution platform02040608090Base: B2C content marketers. Aided list; multiple responses permitted.B2C Content Marketing Benchmarks, Insights for 2021. Content Marketing Institute/MarketingProfs, July 2020.18
CONTENT CREATION & DISTRIBUTION73% of B2C marketers say they use keyword research tools for search engine optimization (SEO) during thecontent creation process.Editorial Tools B2C Marketers Use While Creating Content73%Keyword research for search engine optimization (SEO)60%Shared docs to collect/track ideas (e.g., Google Docs, Excel)58%Editorial calendar48%Personas (e.g., buyer, customer, audience)37%Writing readability tools (e.g., Grammarly, Hemingway Editor)34%Ideation/collaboration/project management platforms22%Fact-checking procedures/tools8%Other020406080Base: B2C content marketers. Aided list; multiple responses permitted.B2C Content Marketing Benchmarks, Insights for 2021. Content Marketing Institute/MarketingProfs, July 2020.19
CONTENT CREATION & DISTRIBUTIONThe top four types of content B2C marketers report using are blog posts/short articles (83%), email newsletters (74%), videos (preproduced) (62%), and infographics/charts/photos (55%).Notable differences from last year: Virtual events/webinars/online courses increased to 39% from 27%. In-person events decreased to 37% from 50%. Livestreaming content increased to 35% from 13%.Content Types B2C Marketers Used in Last 12 MonthsB2C marketers who use at leasttwo content types reported thatblog posts/short articles, emailnewsletters (tied at 26%), andpre-produced videos (13%) producedthe best overall content marketingresults for their organization in the last12 months.83%Blog posts/short articles74%Email newsletters62%Videos ual events/webinars/online courses37%In-person eventsOther content types used in last12 months: Digital magazines (19%),podcasts (19%), print magazines(18%), research reports (13%), whitepapers (13%), print books (7%), andother (8%).35%Videos (livestreaming content)29%E-books/guides24%Case studies22%Long-form text (e.g., articles 3,000 words)020406080100Base: B2C content marketers. Aided list; multiple responses permitted.B2C Content Marketing Benchmarks, Insights for 2021. Content Marketing Institute/MarketingProfs, July 2020.20
CONTENT CREATION & DISTRIBUTION48% of B2C marketers indicate their organization has established an online community. Among those who have not,31% say they are likely to within the next 12 months, while another 45% say they are unlikely to.Has Your B2C OrganizationEstablished an Online Community?How Likely is Your B2C Organizationto Establish an Online Communityin the Next 12 Months?12%52%48% Yes No16%30%15%Base: B2C content marketers.B2C Content Marketing Benchmarks, Insights for 2021. Content Marketing Institute/MarketingProfs, July 2020.15%12% Extremely likely Somewhat likely Neither likely nor unlikely Somewhat unlikely Extremely unlikely UnsureBase: B2C content marketers whose organizations have not established an online community.B2C Content Marketing Benchmarks, Insights for 2021. Content Marketing Institute/MarketingProfs, July 2020.21
CONTENT CREATION & DISTRIBUTIONThe top three organic content distribution channels B2C marketers report using are social media platforms (82%),their organization’s website/blog (79%), and email (76%).Organic Content Distribution ChannelsB2C Marketers Used in Last 12 Months82%Social media platforms79%Their organization’s website/blog76%Email30%Media/influencer relations29%Speaking/presenting at virtual events28%Guest posts/articles in third-party publications22%Speaking/presenting at in-person events19%Guest spots (e.g., podcasts, live videos)12%Collaborative social spaces (e.g., Slack, Teams)6%Listening platforms (e.g., Audible, Spotify, Apple Podcasts)3%Other02040608090Base: B2C content marketers. Aided list; multiple responses permitted.B2C Content Marketing Benchmarks, Insights for 2021. Content Marketing Institute/MarketingProfs, July 2020.22
CONTENT CREATION & DISTRIBUTIONB2C marketers use Facebook as their top organic social media platform for content distribution.These percentages are similar to last year, with two notable exceptions: Instagram increased to 81% from 74%. YouTube increased to 72% from 62%.Organic Social Media PlatformsB2C Content Marketers Used in Last 12 5%LinkedIn02040608090Base: B2C content marketers whose organizations used organic social media platforms to distribute content in the last 12 months.Aided list; multiple responses permitted.B2C Content Marketing Benchmarks, Insights for 2021. Content Marketing Institute/MarketingProfs, July 2020.100B2C marketers who useat least two organic socialmedia platforms reportedthat Facebook (59%) andInstagram (21%) producedthe best overall contentmarketing results for theirorganization in the last12 months.Other organic social mediaplatforms used in last 12months: Pinterest (29%),Snapchat (10%), Medium(6%), Quora (5%), Reddit (5%),TikTok (4%), and other (3%).23
CONTENT CREATION & DISTRIBUTION72% of B2C marketers used paid channels to distribute content in the last 12 months, compared with 85% the previous year.The types used, as well as the proportion of respondents who use each one, are nearly identical to last year’s findings.Did Your B2C OrganizationUse Any Paid Distribution Channelsfor Content Marketing Purposesin the Last 12 Months?Paid Content Distribution ChannelsB2C Marketers Used in Last 12 Months91%Social media advertising/promoted posts68%Search engine marketing (SEM)/pay-per-clickBanner ads promoting your content28%72% Yes No50%42%Sponsorships (e.g., events, booths, workshops)Native advertising/sponsored content(not including social media platforms)40%23%Partner emails promoting your content2%Other0Base: B2C content marketers.B2C Content Marketing Benchmarks, Insights for 2021.Content Marketing Institute/MarketingProfs, July 2020.20406080100Base: B2C content marketers whose organizations used paid content distributionchannels in the last 12 months. Aided list; multiple responses permitted.B2C Content Marketing Benchmarks, Insights for 2021.Content Marketing Institute/MarketingProfs, July 2020.Of all the paid distribution channels they use, B2C marketers said social media advertising/promotedposts (45%) and search engine marketing (SEM)/pay-per-click (31%) produced the best overall contentmarketing results for their organization in the last 12 months.24
CONTENT CREATION & DISTRIBUTIONOf the B2C marketers who use paid advertising on social media, the two platforms they use most often areFacebook (94%) and Instagram (58%).Paid Social Media PlatformsB2C Content Marketers Used in Last 12 26%Twitter26%020406080Other paid social mediaplatforms used in last 12months: Pinterest (12%),Quora (3%), Snapchat (3%),Reddit (2%), TikTok (2%), andother (5%).100Base: B2C content marketers whose organizations used paid social media platforms to distribute content in the last 12 months. Aided list; multiple responses permitted.B2C Content Marketing Benchmarks, Insights for 2021. Content Marketing Institute/MarketingProfs, July 2020.25
B2C11TH HMARKS, BUDGETS,AND TRENDS26
METRICS, GOALS & OVERALL SUCCESS77% of B2C marketers report their organization uses metrics to measure content performance. Website traffic (87%) isthe metric they use most often.Does Your B2C OrganizationUse Metrics to MeasureContent Performance?Metrics B2C Organizations Tracked toMeasure Content Performance in Last 12 MonthsWebsite traffic87%(e.g., page views, backlinks)10%Social media analytics81%(e.g., time spent, views, shares)13%77% Yes No Unsure(e.g., opens, clicks, downloads)Email engagement79%Website engagement (e.g., time spent,bounce rate, form completions)79%Conversions (e.g., traffic to78%subscribers, leads to sales)Search rankings57%Email subscriber numbers56%(e.g., growth, unsubscribes)Base: B2C content marketers.B2C Content Marketing Benchmarks, Insights for 2021.Content Marketing Institute/MarketingProfs, July 2020.Cost to acquire a lead, subscriber,and/or customer40%33%PR mentions/media coverageMarketing qualified lead metrics12%(e.g., MQLs, SQLs)Other1%02040608090Base: B2C content marketers whose organizations use metrics to measure content performance.Aided list; multiple responses permitted.B2C Content Marketing Benchmarks, Insights for 2021. Content Marketing Institute/MarketingProfs, July 2020.27
METRICS, GOALS & OVERALL SUCCESSB2C marketers continue to report using content marketing successfully to reach numerous goals.Notable differences from last year: Build credibility/trust increased to 76% from 65%. Build loyalty with existing clients/customers increased to 70% from 55%. Build a subscribed audience increased to 55% from 38%.Goals B2C Marketers Have Achieved by UsingContent Marketing Successfully in Last 12 MonthsAll RespondentsAs ReportedOne Year Ago*As ReportedTwo Years Ago**Create brand awareness81%84%79%Build credibility/trust76%65%67%Educate audience(s)71%75%65%Build loyalty with existing clients/customers70%55%63%Build a subscribed audience55%38%45%Generate sales/revenue54%48%52%Generate demand/leads52%61%57%Nurture subscribers/audiences/leads48%49%42%Support the launch of a new product44%51%40%Drive attendance to one or more in-person or virtual events37%36%33%*See B2C Content Marketing 2020: Benchmarks, Budgets, and Trends**See B2C Content Marketing 2019: Benchmarks, Budgets, and TrendsBase: B2C content marketers. Aided list; multiple responses permitted.B2C Content Marketing Benchmarks, Insights for 2021. Content Marketing Institute/MarketingProfs, July 2020.28
METRICS, GOALS & OVERALL SUCCESS34% of B2C marketers say their organization was extremely or very successful with content marketing in the last 12months; another 49% say it was moderately successful.How B2C Marketers RateTheir Organization’s Overall Level ofContent Marketing Success in Last 12 Months1%16%6%28%49% Extremely successful Very successful Moderately successful Minimally successful Not at all successfulBase: B2C content marketers; aided list. B2C Content Marketing Benchmarks, Insights for 2021.Content Marketing Institute/MarketingProfs, July 2020.29
METRICS, GOALS & OVERALL SUCCESSB2C marketers who reported high levels of content marketing success (extremely/very successful) said the top twofactors contributing to that success were the value their content provides (77%) and website changes (59%).Factors B2C Marketers Attribute to Their Organization’sContent Marketing Success in Last 12 Months77%The value our content provides59%Website changes (e.g., new content)49%Search rankings37%Strategy changes35%Changing buyer/consumer behaviors (e.g., more time on internet)27%Earned media (e.g., PR mentions, media coverage)15%Changing our products/services5%Other020406080Base: B2C content marketers whose organizations were extremely/very successful with contentmarketing in the last 12 months. Aided list; multiple responses permitted.B2C Content Marketing Benchmarks, Insights for 2021. Content Marketing Institute/MarketingProfs, July 2020.30
B2CONTENT11TH ANNUALBUDGETS&SPENDINGARKETINGNCHMARKS, BUDGETS,AND TRENDS31
BUDGETS & SPENDINGMost respondents went into 2020 with a content marketing budget. As 2020 progressed toward the midpoint,one-third of B2C respondents decreased their content marketing spending, but 50% made no change.2020 Annual Budget for B2CContent Marketing: Pre-Pandemic (Average)29%3%3%4%41%21% Less than 100,000 100,000 to under 500,000 500,000 to under 750,000 750,000 to under 1,000,000 1,000,000 or more We didn’t have a content marketingbudget established for 2020Note: The question read: “Prior to the pandemic, approximately how muchhad your organization budgeted for 2020 content marketing (not includingsalaries), in U.S. dollars?”Change in B2C ContentMarketing Spending inH1 2020 in Response to Pandemic17% 33%50% No change in our spendingon content marketingDecreased our spendingon content marketingIncreased our spending oncontent marketingBase: B2C content marketers.B2C Content Marketing Benchmarks, Insights for 2021. Content Marketing Institute/MarketingProfs, July 2020.Base: B2C content marketers. Aided list.B2C Content Marketing Benchmarks, Insights for 2021. Content Marketing Institute/MarketingProfs, July 2020.32
BUDGETS & SPENDINGThe majority of B2C respondents expected to spend about the same on content marketing during the second half of2020 as they did during the first half.B2C Marketers’ Estimated Changein Content Marketing Spending:H2 2020 vs. H1 202019%54%27% Increase Stay the same DecreaseBase: B2C content marketers.B2C Content Marketing Benchmarks, Insights for 2021. Content Marketing Institute/MarketingProfs, July 2020.33
BUDGETS & SPENDING30% said their B2C organization had shifted traditional paid advertising dollars to content marketing in thelast 12 months.Did Your B2C OrganizationShift Paid Advertising Dollars toContent Marketing in the Last 12 Months?22%30%15% Yes No Unsure 33%We haven’t spent on traditionaladvertising in the last 12 monthsBase: B2C content marketers.B2C Content Marketing Benchmarks, Insights for 2021. Content Marketing Institute/MarketingProfs, July 2020.34
B2CONTENT11TH ANNUALINSIGHTSFOR2021ARKETINGNCHMARKS, BUDGETS,AND TRENDS35
INSIGHTS FOR 202167% of B2C marketers felt the pandemic would have a major or moderate long-term impact on their organization’soverall content marketing success.Long-Term Impact B2C Marketers Think PandemicWill Have on Their Organization’s Content Marketing Success5%6%19%23%48% Major Moderate Slight None UnsureBase: B2C content marketers.B2C Content Marketing Benchmarks, Insights for 2021. Content Marketing Institute/MarketingProfs, July 2020.36
INSIGHTS FOR 2021B2C respondents predict the top content marketing areas their organizations will invest in during 2021 are contentcreation (61%), social media management/community building (54%), and website enhancements (53%).Top 5 Areas of Content Marketing B2C MarketersThink Their Organization Will Invest in During 202161%Content creationSocial media management/community building54%Website enhancements53%43%Content distribution – organic/nonpaid40%Customer experienceGetting to know audiences better(e.g., personas, social listening, research)36%31%Content distribution – paid30%Events (digital, in-person, hybrid)27%Earned media (PR/media/influencer relations)25%Content marketing-related technologies18%Staffing/human resources2%Other020406080Base: B2C content marketers. Aided list; maximum of five responses permitted.B2C Content Marketing Benchmarks, Insights for 2021. Content Marketing Institute/MarketingProfs, July 2020.37
INSIGHTS FOR 2021ACTION STEPS FOR MOVING FORWARDBy Robert Rose, Chief Strategy Advisor, CMIStop Waiting For The NewNormal—We’re Already In ItWelcome to 2021. You know, we spentso much time in 2020 struggling for ananswer to “what now,” that it seemedimpossible to plan for 2021. And now we’re all wonderingif 2021 is simply a replay of last year.What we do know is that as B2C marketers, developingdirect relationships with consumers will increasinglydepend on great digital experiences. So, we can startplanning with a self-assessment of our content marketingplan. Remember that answering “what now” is not tryingto plan for “what’s next.” Look at all the things thatevolved this past year. What things do you want to keep?What do you want to change? What should you and yourteam stop doing? Then, with those things in mind, askWhat can we do, then? We often mistakenly believe that“what now” means we should take the experiences we had yourself how you and your team might change to preparein 2020 and try to predict the new normal future. Will it be for whatever comes next.summer when we get back to normal? Will the vaccineshelp? Will the economy improve? We often plan our “what Content Marketing Is Cool—But Contentnow” road map based on an assumption that our previous Operations Make It WorkAs 2021 begins, we’re seeing more B2C businesses begin toexperience helps us to see around corners.in-source many elements of content creation, production,and management, particularly within large companies.Spoiler alert: No one really knows what will happen.(continued on next page)38
INSIGHTS FOR 2021Get Your Audience Data Plan TogetherCustomer data is going to become an increasinglyprecious commodity. As we saw from this year’s research,“building credibility and trust” is a huge goal for contentmarketing now. You’ll need the data in order to knowAs content marketers, it’s not enough to just understandwhere and how to be trustworthy. But you’ll need to behow to create blogs, infographics, or other media assets.trus
B2C Content Marketing Benchmarks, Insights for 2021. Content Marketing Institute/MarketingProfs, July 2020. Size of B2C Content Marketing Team Compared With 12 Months Ago The majority of respondents (57%) reported the size of their content marketing team was
