How B2C Content Marketing Is Evolving in North America - eMarketer

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How B2C Content Marketing Is Evolving in North America

Content marketing shifts from campaign tool to deeper business strategy

November 4, 2016

Content marketing has become an essential tool for the majority of business-to-consumer (B2C) marketers in North America. More organizations are using the technique in marketing campaigns, and content marketing is also becoming more sophisticated and more deeply embedded into overall company processes.

B2C Marketers in North America Who Use Content Marketing, 2012-2016 (% of respondents)

An October 2016 report from the Content Marketing Institute (CMI) and MarketingProfs found that 86% of B2C marketers in North America said they were using content marketing in 2016, up 10 percentage points from those who were using it a year ago.

The continued embrace of B2C content marketing is also evident in how much budget is being allocated toward content marketing efforts. Most marketers in the survey were holding steady on content marketing investment, noting that they planned to spend about the same or slightly less in 2016 compared to the prior year.

Percent of Marketing Budget Allocated to Content Marketing According to B2C Content Marketers in North America, 2013-2016 (% of respondents)

But perhaps the most interesting about current trends in the use of content marketing is how marketers’ philosophy toward the practice is changing—particularly in its elevation from a campaign-specific tool to a deeper business approach. When examining the most important elements of a content marketing strategy, CMI and MarketingProfs found that more than three-quarters of respondents planned to operate content marketing as an ongoing business process.

This feedback suggests a broader, if subtler, shift in how executives view the potential of content marketing going forward, instead treating it as part of their broader business strategy and not simply as another campaign.

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