When we develop strategies for customers at Convince & Convert, we usually help them plan for the next 12-24 months, but in this incredible pandemic period, it feels like we often change equipment every six months to understand Current considerations and market conditions. I believe you also feel this way: the only certainty is change.
However, we can definitely learn something from the changes and changes in our industry. We can use these lessons to prepare for what is about to happen. Therefore, I am very grateful that our friends from the Content Marketing Academy and MarketingProfs have produced a long-running annual report, which includes:B2C content marketing benchmarks, budgets and trends: insights for 2021-Enables us to keep abreast of current moments and historical trends.
If you are a B2B marketer, be sure to read Key points of my B2B report.
Full disclosure: I often speak at CMI and MarketingProfs events, and MarketingProfs is a former customer of our company Media Volery. However, all opinions in this article are mine.
As we delve into 2021, let’s take a look at some key B2C content marketing statistics and trends that will help us plan for the coming year.
1. More than 80% of B2C content marketers see their budgets remain unchanged or increase in the second half of 2020.
This may be counterintuitive, but most B2C content marketers have seen their budgets stabilize or even increase in the last year. My hypothesis is that since content marketing is often used more frequently in the context of high-priced goods and services, those consumers may be less economically affected by the epidemic. Indeed, by 2020, they may have more disposable income available for consumption, and less travel and activities.
In 2021, although I believe that many B2C brands may be able to spend similar budgets, I still urge you to be cautious and flexible about how and where budgets are spent. In addition to activities, you can also spend the money on influential activities. Instead of experiential marketing, you can focus on the basics of email marketing. A dime can still be changed. Line items that are flexible rather than prudent will make the process smoother.
2. The content marketing team is stable; most teams maintain the same size or even grow.
As with the budget, we found that in terms of B2C, the size of most content marketing teams remained the same and increased by a quarter (27%) from last year.
This stability shows that, on average, content marketing practices have matured and have enough value within their organizations that they continue to see growth. Consider the most useful roles and skills for your team in 2021. This should be a key part of your budget and planning considerations.
3. 49% of B2C organizations have outsourced at least some content marketing activities.
In the previous point, I noticed that although the team size of most organizations remains the same, 40% of the teams have made some changes. This may be related to the fact that the organization is almost divided into two in terms of outsourcing marketing activities. In addition, smaller companies are more likely not to outsource and may choose to hire part-time or full-time positions.
What we have seen with our customers is that although increasing the number of employees can help solve bandwidth issues, these roles are not always the most effective in solving challenges within the organization. Outsourcing areas where you need a higher level of expertise, such as graphic design or event production for specific channels, can help your team focus on their core competitiveness.
Next, what areas will the outsourcing organizations focus their energy on?
4. In event organization outsourcing, 75% of outsourcing content creation.
Not surprisingly, but as in other years, we see that time and bandwidth are the main challenges for organizations to solve.
We see cooperation with major B2B and B2C brands Content creation Due to time constraints, it is a popular outsourcing area, but the best content utilizes the organization’s expertise and relationships. This is why content marketing builds trust and provides maximum long-term value, rather than tracking keywords to capture unqualified potential customers. Therefore, smarter outsourcing can be a powerful way to increase the value of content marketing through subject matter experts and influencers trusted by the target audience.
5. What has changed during the pandemic? Most organizations have changed their positioning/messaging strategy and/or editorial calendar, but only 34% of organizations have re-examined their customer journeys.
Understandably, the organization will change the goal/message strategy in the short term, but as we enter the second year of this new lifestyle, adjust our model Customer journey Vital.
We must understand the new reality facing our core customers, and we must admit that some of our customers may have new considerations. Consider someone who used to shop in a business district where they now work from home, or a parent who used to raise children and now has less time between raising children and work. How do you keep in touch with them while respecting their time, bandwidth and priority?
Take some time now to re-investigate your audience, engage in focus group discussions with your key customers, and re-plan your customer journey, which will make you more thoughtful about the touch points your customers need.
6. How has the content type changed in the last year? Compared with the previous year, there are more videos, live broadcasts and virtual events.
According to the report, “virtual events/Internet Conference/Online courses increased from 27% to 39% […] The live content increased from 13% to 35%. “
Based on the new reality of social distancing, the media we use to communicate with our audience has changed, but my prediction is that there will be more.
Many of these transitions will become permanent and/or will greatly affect our audience’s expectations of how to provide them with content.
If you have not invested in video and virtual event features within your organization, or have not trained your team to think about how to integrate IGTV or YouTube Live into the experience you provide to your audience from a content marketing perspective, you need to get on that train as soon as possible.
It’s not just sliding more video content a long way; it’s because our audience needs a safer way to connect with others in the community. This is the reason why platforms such as Clubhouse are becoming more and more popular: the human-computer interaction and connection that can be carried out through them.
7. The dominant social media channels still dominate B2C.
According to the report, the use of organic social media is similar to last year’s report, with two exceptions: “Instagram increased from 74% to 81%. YouTube increased from 62% to 72%.”
Considering my previous views on interpersonal relationships, this information is not surprising, but the data set does not consider collaboration/participation-centric channels such as TikTok (recently launched self-service advertising for small businesses) or Clubhouse , This may cause a deep sleep in the B2C community. In the next year or two, will these channels become important in your industry? Now is the time to experiment and identify opportunities.
8. Surprisingly, the percentage of B2C marketers who use paid distribution channels for content marketing has declined compared to the previous year’s report.
I’ve said it before, and I’ll say it again: more than ever, paid distribution channels need our content to be displayed in front of the audience. This is the essence of the beast, because companies like Google, Facebook and their competitors are more actively competing for advertising revenue. However, the report said: “In the past 12 months, 72% of B2C marketers used paid channels to distribute content, compared to 85% in the same period last year.”
So, how do you explain the decline in advertising revenue among survey respondents? My guess is that due to the narrow wording of this question, the budget may have shifted from promotional content to sales-oriented promotional activities. However, we know that buying decisions are often supported by content marketing assets and efforts. Therefore, this shift in budget may hinder the decision not to help purchase.
This is why I learned earlier that the key points of the ever-changing customer journey are more important than ever. Persuasion and conversion president Jay Baer (Jay Baer) Talked for a long time Regarding the way we need to re-contact your business during this period, this is still true.
Based on these observations of how it affected content marketing practices last year, please keep the following three guiding principles in mind to move forward in 2021:
- The lives of viewers are completely different, so so are their behaviors and considerations. Make sure you have a basic understanding of their needs.
- This is not only about the content you create, but also how your audience interacts. Your audience is looking for content that will make them feel more connected in these isolated times.
- Taking into account the needs of the audience, please ensure that you are flexible and flexible in using the location and method of your content marketing budget. Previous work cannot be a guide for the next year or two.