According to a study by the Content Marketing Institute, 90 percent of B2C marketers are using content marketing to reach consumers, up from 86 percent last year. Unfortunately, online 34 percent of these companies consider their efforts effective. When compared the least effective B2C marketers are compared to the most effective, it becomes clear that there are certain practices the more effective have in common. The challenges of the least effective also become clear.
In fact, according to the study, 60 percent of the most effective B2C content marketers have a documented strategy versus 12 percent of the least effective. Conversely, more than 60 percent of least effective marketers indicated a lack of knowledge or training, versus 14 percent of the most effective. Likewise, more than 80 percent of B2C content marketers report having someone in charge of strategy, more than 30 percent higher than the less effective counterparts.
It’s a no-brainer that nearly 90 percent of marketers are using Facebook and 80 percent are using Twitter. Still, web traffic and social sharing are the metrics used to measure campaign effectiveness, with less than 25 percent measuring quality of leads generated.
KISSmetrics contributor, Sherice Jacobs predicts the rise of new tools to measure social engagement in the form of discussions. Companies don’t invest in micro-metrics, she says because “currently, it’s too cumbersome, expensive and time-consuming for a marketing team to micromanage the analytics for every single piece of content to see how it performed.”
Not surprisingly, the biggest challenge facing B2C marketers in larger companies is engagement, while smaller organizations say time is the bigger challenge. Still, they’re on the right track creating audience segmented content.
It seems that while more consumer companies see the value in content marketing, they also need to invest both time and budget into developing a strategy and hiring trained social media strategists to manage their content marketing campaigns. As the content medium matures, the old tenants of quality, timing and relevance remain the keys to successful advertising.