An Excellent Adventure [New Research]


Whoa dude! Thirty years in the past, Bill & Ted’s Excellent Adventure was launched in theaters. That’s a most glorious anniversary.

We’ve been producing our B2C Content Marketing 2020: Benchmarks, Budgets, and Trends solely a couple of third as lengthy. In reviewing this 12 months’s outcomes, we couldn’t assist however discover some, nicely, bodacious correlations.

The headline? B2C Marketers Begin to Get Some Serious Traction with Content Marketing.

The subhead? Many Still Struggle Moving Content Performance From Average to Excellence.

Let’s discover.

Caesar is greater than a salad dressing; content material is greater than branding

The title characters begin the film in a foul means. Ted is about to be despatched off to army college as a result of the one factor he and Bill have realized in historical past class is that Caesar is a salad dressing.

Well Caesar is clearly greater than a salad dressing, and B2C entrepreneurs are nonetheless discovering that content material advertising and marketing can cowl greater than only the start of the client journey.

While B2C entrepreneurs are utilizing content material advertising and marketing considerably efficiently, there may be nonetheless a severe focus solely on constructing the general model on the prime of the funnel. The three most-cited advertising and marketing objectives within the final 12 months had been:

  • Creating model consciousness (84%)
  • Educating audiences (75%)
  • Building credibility/belief (65%)

However, fewer entrepreneurs have targeted on among the deeper journey or core content material advertising and marketing ideas, equivalent to:

  • Nurturing subscribers/audiences (49%)
  • Generating gross sales/income (48%)
  • Building a subscribed viewers (38%)

Only 38% of B2C entrepreneurs are efficiently constructing a subscribed viewers through @cmiicontent. #B2C #analysis Click To Tweet

Those latter three objectives are often extra prevalent when transferring content material advertising and marketing methods from “good” to “excellence.” They concentrate on leveraging a deeper relationship with audiences over an extended time.

Bill and Ted in the end realized extra about historical past with their journey by means of time, and immediately’s B2C content material marketer could in the end study from evaluating the typical survey outcomes in opposition to those that characterize their organizations as “sophisticated or mature” in content material advertising and marketing.

Sophisticated/mature entrepreneurs are more likely (52% vs. 29%) to be extraordinarily/very profitable with content material advertising and marketing. More to the purpose, these subtle/mature content material entrepreneurs at all times or regularly craft content material based mostly on levels of the client journey (69% vs. 50%) and supply optimum experiences throughout the engagement journey (70% vs. 54%).

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Strange issues afoot on the Circle Ok; study from our future selves

When Bill and Ted are on the Circle Ok retailer, they get an excellent lesson when their future selves arrive to advise them to go on their most glorious journey.

A very good variety of B2C entrepreneurs are, certainly, progressing properly utilizing content material advertising and marketing as a key piece of their technique. But success took a small step backward. In the 2019 analysis, 82% rated their group as extraordinarily, very, or reasonably profitable with content material advertising and marketing. This 12 months, that determine was 75%.

75% of #B2C entrepreneurs say their #contentmarketing is profitable through @cmicontent #analysis Click To Tweet

It’s not an enormous drop, and the pattern sizes had been a bit completely different this 12 months, however it signifies a seven-percentage-point improve within the “minimally successful” zone. (Keep in thoughts, a few of these “minimally successful” entrepreneurs should be within the early levels of content material advertising and marketing maturity.)

Let these profitable B2C entrepreneurs function our future selves and study from what they’re doing now and apply these classes in 2020.

You can dig into the complete 2020 B2C analysis report that dives into a variety of these useful particulars, together with:

New 2020 #analysis reveals how #B2C entrepreneurs are succeeding with #contentmarketing through @cmicontent. Click To Tweet

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Be glorious with each other; pull collectively an efficient workforce

In the film, Bill and Ted assemble a workforce of nice historic leaders – Napoleon, Socrates, Sigmund Freud, Joan of Arc, and even Abraham Lincoln – to assist them of their presentation to their historical past class.

Our 2020 analysis examined how B2C entrepreneurs view their workforce buildings as they assist with content material advertising and marketing.

This will be the largest problem for content material advertising and marketing in B2C organizations. The funding in a core workforce that matches the expectations of what content material can do for the enterprise simply hasn’t materialized.

Among all respondents, solely 18% say they’ve a centralized content material advertising and marketing group that works with a number of manufacturers/merchandise/departments all through the group. As one would count on, the share was larger amongst bigger organizations with greater than 100 workers (24%) and even decrease for smaller companies (11%).

In reality, the commonest workforce construction by far remains to be a small advertising and marketing/content material advertising and marketing workforce that companies the whole group.

How small?

Well, our analysis discovered once more that the typical workforce measurement amongst all respondents was between two and 5 folks. This was true throughout each small and bigger corporations. Even extra fascinating, 27% of all respondents say nobody is absolutely devoted to the position of content material advertising and marketing.

It’s most likely no shock then that over half of B2C organizations (55%) outsource some content material advertising and marketing actions. And of those who do, by far, essentially the most outsourced process is content material creation – 80% outsource this exercise.

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What’s subsequent: It will get higher

At the top of Bill and Ted’s Excellent Adventure, their information from the long run, Rufus, tells them that their dream of getting a band is at hand. He provides them the guitars and so they begin enjoying. The music is, nicely, not superior. As the credit roll, Rufus seems to be on the digicam and tells us to not fear. “They do get better,” he says. (And 2020 will be the 12 months we discover out if he was proper as Bill & Ted three hits theaters.)

While we don’t have Rufus, indicators level to issues getting higher for content material advertising and marketing.

Our analysis discovered that 78% of B2C organizations are actually utilizing metrics to measure content material efficiency. Additionally, of the 51% measuring content material advertising and marketing ROI, greater than half (56%) say their means to reveal ROI is great or excellent.

In 2020, 59% of B2C entrepreneurs count on bigger content material advertising and marketing budgets than that they had in 2019. And half of respondents say their priorities are bettering the standard/conversion of audiences and specializing in content material high quality/amount.

Though I’m not Rufus, I can also let you know we’re working with increasingly more corporations within the B2C area seeking to develop content material advertising and marketing as a core technique. The coming data-privacy wars (GDPR and CCPA) and the continuing evolution of paid media nonetheless level to content material advertising and marketing turning into an extremely necessary a part of any B2C technique.

Content advertising and marketing is alive and nicely in B2C – and it’s on a most glorious journey.

#Contentmarketing is alive and nicely in #B2C – and it’s on a most glorious journey, says @robert_rose through @cmicontent. #analysis Click To Tweet

For extra insights, view the 2020 B2C report.

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Take a wonderful journey in 2020. Join us at ContentTECH Summit in April and Content Marketing World in October. Register immediately! 

Cover picture by Joseph Kalinowski/Content Marketing Institute




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