The majority of B2C companies are now outsourcing one or more of their content marketing activities, according to the latest annual ‘B2C Content Marketing 2020: Benchmarks, Budgets and Trends’ report released by Content Marketing Institute.
The report shows that content is now a cornerstone of strategies for B2C marketers but that improving performance from merely average to excellent is a more difficult task than expected.
The good news is that 75% of B2C marketers are enjoying some sort of success and believe that they are in a better place compared to 12 months ago.
Looking for outside assistance is also a common theme.
More than half of respondents are now outsourcing content marketing and 80% of those who do are handing over ‘creation’ to agencies and other third parties.
With 2020 just a few weeks away, B2C marketers have also set their sights on new goals and objectives.
Improving the quality and conversion of audiences will be a top priority for 50% of marketers in the new year.
A similar number will also be focusing on the trade-off between the quality and quantity of content (50%).
“B2C marketers are doing a lot of things right,” MarketingProfs’ chief content officer Ann Handley said.
“But they need to keep in mind there are many opportunities to keep customers engaged across the entire customer journey.”
The lack of focus on deeper journeys is highlighted by the fact that just 38% are aiming to build a subscribed audience in the medium term.
Finally, Facebook remains the top organic social media platform for B2C marketers and is the best outlet for results-driven campaigns.