Happy 2019, marketers!
What better way to start out the year than to check out some major trends for our amazing industry of content marketing?
Content Marketing Institute and Marketing Profs just released their 2019 B2C Content Marketing Report.
The #1 major takeaway?
B2C content marketing is hotter than ever.
And more and more brands are getting with the times: realizing that they need a strategic approach in order to succeed.
As the research reveals, the stronger your commitment to content marketing, the better the outlook for your success.
Take a look at some of CMI’s impressive and intriguing findings around content marketing in 2019.
- 95% of B2Cs are committed to content marketing on some level.
- 96% of the most successful B2C content marketers say audiences view their company as a trusted resource.
- Educational content is the #2 content marketing method for B2Cs in nurturing their audience (first is email marketing).
- The highest area for spending in content marketing in 2019 is content creation (56%).
- 63% of marketers said their organizations were “very” or “extremely” committed to content. Of the most committed, 40% said their companies were “very” or “extremely” successful. (That’s in comparison with the least committed marketers. Only 8% reported any great success.)
Those are some powerful takeaways, right? With these promising indicators, smart marketers and agencies should definitely increase their focus and commitment to content marketing – IT WORKS.
That’s not all, though. The report is jam-packed with juicy information and insightful statistics. That’s why we’ve rounded up the top trends and takeaways from this important research so you don’t have to comb through the whole thing.
Ready? Dive in and take some notes!According to the latest B2C survey from @CMIContent and @MarketingProfs, 96% of the most successful content marketers say audiences view their company as a trusted resource. More #b2c #contentmarketing trends in this recap by… Click To Tweet
6 Top Takeaways and Trends from CMI’s B2C Content Marketing Research Report
These are the key trends that caught our eye:
1. More B2Cs Than Ever Are Committed to Content
According to the report, the majority of B2Cs are committed to content marketing on some level (a whopping 95%).The majority of B2Cs are committed to content marketing on some level (a whopping 95%). More on #contentmarketing trends via @JuliaEMcCoy's recap of @cmicontent and @marketingprofs 2019 report Click To Tweet
As we already mentioned, 63% of marketers fall on the end of the spectrum: They’re either extremely or very committed.
This should come as no surprise, but it’s still nice to hear. Content marketing is a proven strategy and can earn you or your clients major ROI if it’s done right.
2. Committed B2C Content Marketers Are More Likely to Hit Their Goals
The most committed content marketers are all-stars who reach their goals more often, according to CMI’s survey.
- 49% of the most committed say they get content marketing buy-in from top leaders in their organization.
- Another 68% say they have successfully used content to build loyalty with their existing customers.
- 72% have successfully educated their audience over the last year.
Meanwhile, among the least committed to content marketing:
- Only 16% get buy-in from top executives.
- 51% have built loyalty with customers.
- 53% have successfully educated their audiences.
From the statistics, it’s pretty clear that to reach your content goals, you need to dig in and commit, especially if you want buy-in from the higher-ups!
3. Investment in Content Marketing Is Growing
This next takeaway is in line with #1, above.
As more content marketers and agencies commit to content marketing, more of them see the worth of investing fully in this strategy.
As such, 57% of marketers foresee their content marketing budgets increasing in the immediate future. Of that number, 29% expect to increase their budgets by more than 9%.
This is great news, because the more you commit your time and budget to content, the better chance it will have to pay off.More than half of #b2c marketers expect their #contentmarketing budget to increase in 2019, says @CMIContent and @MarketingProfs in their 2019 B2C Content Marketing Report. Click To Tweet
4. For Many Companies, Content Creation is #1
Content creation is one of the top investment categories, according to CMI’s report. Of those marketers who increased their budgets within the last year, 56% funneled those dollars toward content creation.
Other runner-up categories include paid content distribution, dedicated content marketing staff, technology for content marketing, and outsourcing content marketing.
This trend says a lot about what’s important to most marketers going forward.
It’s the audience.
Content creation investment means higher-quality content. Higher-quality means better writing, more audience research, more targeted topics, and a brand voice that always hits the mark.
And, don’t forget: Ongoing investment in high-quality content equals more consistency at every audience touchpoint. According to research from McKinsey & Company, that’s how you make customers happy across the entire buyer’s journey:
“…positive customer-experience emotions—encompassed in a feeling of trust—were the biggest drivers of satisfaction and loyalty in a majority of industries surveyed.”
In a nutshell, more investment in content creation = more high-quality, consistent content experiences for your audience = higher audience trust = more loyalty = more conversions/sales.
That adds up to a whole lot of awesomeness.
5. The Key for B2Cs in 2019? Loyalty
The next key point from the CMI research directly ties into the increased investment in content creation. More and more marketers (81%) are focusing on building loyalty with their existing audiences through their content.
Meanwhile, only 12% are not concerned with creating content that builds audience loyalty.
As a 2018 survey from Yotpo demonstrates, brand loyalty is a highly desirable outcome from content marketing.
When customers are loyal, they do a bunch of amazing things for you:
- 60% will recommend you to their friends and family
- 52.3% will join your loyalty program
- Nearly 40% will spend more on your products versus opting for cheaper versions elsewhere
It’s no wonder smart B2C marketers and agencies are devoted to building their audience loyalty. That loyalty snowballs, building on itself without any pushing or prodding.More and more marketers (81%) are focusing on building loyalty with their existing audiences through their content, says @CMIContent and @MarketingProfs. This and more #b2c #contentmarketing takeaways in this new post by @JuliaEMcCoy. Click To Tweet
6. The Longer B2Cs Use Content Marketing, the Higher They Fly to Success
Our final takeaway from CMI’s 2019 B2C research report is an interesting stat that shows how far a steady commitment to content can take you.
The longer an organization uses content marketing, the more likely they are to see success. Overall, 31% of B2Cs rate their marketing as mature and finding those positive gains. That’s compared to 27% of “adolescent” stage B2Cs and 26% of those at the “young” stage.
As the graph shows, the further your organization moves down the road toward content marketing maturity, the more likely it will perform better.
These statistics make perfect sense because they reflect common sense – in general, the longer you practice any activity, the better you become.
That means B2Cs and marketers who want to throw in the towel should stop short and ask themselves a huge question:
What is your marketing maturity level? Are you just starting out, or are you experiencing growing pains?
If you can answer “yes” to either, hang in there. Statistics show that your marketing game will improve with age.Statistics show that your marketing game will improve with age. More on @cmicontent and @marketingprofs 2019 B2B content marketing benchmarks via @JuliaEMcCoy Click To Tweet
Cheers to 2019 with the Industry Headed Towards Better Content Marketing
This research is a gold mine for marketers and agencies who want to level up in content marketing.
As you can see, the trends point to better returns for those who commit themselves to content and stick with it for the long haul. Additionally, those who prioritize their audiences and building audience loyalty are more likely to come out ahead.
Here’s to a great 2019, marketers!
You should double down on content creation in particular because the quality of this activity will greatly influence audience loyalty. The better you speak to your people, the more you’ll build that community around your brand.
What do you think of these research findings? Is there anything that surprised you, or anything that will influence your own marketing going forward? Let us know in the comments!
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