Two-thirds of B2C marketers are now either “very” or “extremely” committed to content marketing, according to the latest part of the 2019 Benchmarks, Budgets and Trends report by Content Marketing Institute and MarketingProfs.
Content Marketing Institute has been drip-feeding useful insights during December and its new research suggests that content will again be at the forefront of many marketing campaigns in the New Year and beyond. In fact, six in ten expect to spend more on content in 2019 compared to this year.
2018 has seen brands pivot away from hard sells and corporate messages to personal storytelling and added-value information that benefits the end user, so it is no surprise that 81% are now focused on creating blogs and articles that can build loyalty with their customers above all else.
Content creation is the cornerstone of any successful marketing campaign and the majority will spend the most on this area in 2019. Brands looking to improve methods, both in-house and via third-party agencies, will benefit as consumers continue to demand more and better-quality content regularly.
MarketingProfs’ Chief Content Officer Ann Handley said: “There are many types of content that B2C marketers can apply their creativity toward to nurture relationships. Consider the power of videos that tell stories, in-person events that build a sense of community, newsletters that inform, podcasts that inspire – the possibilities are endless.”
Content Marketing Institute’s Research Director Lisa Murton Beets added that loyalty has now usurped brand awareness as the top goal for marketers as they want to ensure that customers keep coming back for more engaging experiences.