B2C Content Marketers Succeed in Generating Awareness More Than Sales

January 3, 2019

The New Year provides the opportunity to reflect on achievements, and for nearly 8 in 10 B2C content marketers (78%), creating brand awareness is a goal they succeeded with over the past 12 months. However, just 52% succeeded in generating sales and revenue, per the results of a report from the Content Marketing Institute (CMI) and MarketingProfs [PDF].

That being said, views on success as a whole are in most cases upbeat. Some 74% said their content marketing efforts had been more successful than the previous year, with 19% of the total reporting improvements were “much more successful”.

The areas in which at least three-fifths of those surveyed had achieved their goals include building credibility/trust (67%) – an increasingly important area for brands, educating their audience (65%) and building loyalty with existing clients and customers (63%).

Measuring and delivering on a return on investment has been a challenge for content marketing for many years, including those creating B2B content. The report shows that in 2018, 57% of B2C content marketers were measuring the ROI of their efforts.

And while a common appeal of content marketing is its potential for driving organic growth, B2C marketers haven’t shied away from paying to improve performance. Roughly two-thirds (68%) say they have used paid methods to distribute content in the past 12 months.

Despite some missed resolutions and challenges in driving revenue, a healthy proportion of B2C content marketers now have a level of proficiency in using the metrics they’ve selected to monitor their performance, with 32% rating themselves as “extremely/very proficient” and 40% saying they are at least “somewhat proficient”.

Looking at the year ahead, a reassuring comfort is that the vast majority of those working in the field have the support of the organizations they work for. Just 5% said that their employers were not very committed to content marketing, while 64% said they were “extremely” or “very” committed.

The full report is available here.

About the Data: The report was survey of 299 professionals working in organizations (B2C or B2B & B2C) that had used content marketing for at least one year.


Explore More Articles.

Brand… Performance… Both?

Brand… Performance… Both?

Some 77% of CMOs agree that they need to recommit to brand. But 75% also agree that they need to double down on performance.

Marketing Charts Logo

Stay on the cutting edge of marketing.

Sign up for our free newsletter.

You have Successfully Subscribed!

Pin It on Pinterest

Share This