2021 benchmarks, budgets and developments for B2C content material advertising

Most business-to-consumer (B2C) content marketers state that their organization has made quick and effective changes in response to the COVID-19 pandemic, and they expect those changes to remain in effect for the foreseeable future, so a recently published study by the Institute for MarketingProfs and Content Marketing.

The 11th annual report on benchmarks, budgets and trends for B2C content marketing: Insights for 2021 is based on data from a survey of 233 business-to-consumer marketers. The accompanying report on business-to-business content marketing (B2B) was published at the end of October 2020.

82% of B2C content marketers agree that their organization made quick changes in response to the pandemic. Additionally, 80% say the changes were effective.

Around 84% of content marketers expect at least some of the changes made in response to the pandemic to remain in effect for the foreseeable future.

Below you will find selected diagrams with results from the various chapters of the B2C content marketing report for the current year.

Content Marketing Maturity & Strategy

Around 41% of B2C marketers state that their organization is in the demanding / mature phase of content marketing maturity.

Content creation and distribution

The top three technologies B2C marketers are using to support content marketing are analytics tools (85%), social media publishing / analytics (73%), and email marketing software (71%).

Insights into content marketing in 2021

B2C marketers forecast that the top content marketing areas their organizations will invest in in 2021 will be content creation (61%), social media management / community building (54%), and improvement of websites (53%) are.

The entire 11th annual report on benchmarks, budgets and trends for B2C content marketing: Insights for 2021 can be found here:

About research: The report is based on an online survey that was emailed to a sample of marketers using lists from CMI and MarketingProfs. A total of 1,707 recipients from around the world, representing a range of industries, functional areas and company sizes, responded to the survey in July 2020. This report contains the results of the 233 B2C respondents.

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