文档介绍：CONTEBNTM2ARKECTING2019Benchmarks,Budgets,E 3mKEYFINDINGS ESS 7mMATURITY MITMENT 9mSTRATEGY&OPINIONS 10mTECHNOLOGYUSE&PROFICIENCY 14mAUDIENCERESEARCH&NURTURING 18mCONTENTCREATION&DISTRIBUTION 22mBUDGETS&SPENDING 30mGOALS&METRICS 33mCONTENTMARKETINGISSUESOFIMPORTANCE 37mMETHODOLOGY 39mABOUT 40SURVEYTERMDEFINITIONSContentMarketing:Astrategicmarketingapproachfocusedoncreatinganddistributingvaluable,relevant,andconsistentcontenttoattractandretainaclearlydefinedaudience—and,ultimately,:anization’sdesired/—Benchmarks,Budgets,,manyofthisyear’ssurveyrespondentsalsoreportedstrongconcernforusingcontenttosolidifyexistingrelationships(seepage13).Contentthatcanbeeffectiveatbuildingloyaltytakesmanyshapesandformstoday,forexample:VideosandsocialmediastoriesthatentertainIn-munityandbelongingPodcaststhatinspireLiveorvirtualexperiencesthatevokeemotionArticles,guides,newsletters,etc.,thatprovideinformationObviously,,thatwhiledrivingpeopletocontentiscritical,ingbackwillgrowlong-ess!ontentmarketingbudgetsareonthisriseFifty-,29%expectittoincreasebymorethan9%.Iflastyearwasanyindication,B2Cmarketerswillincreasespendingoncontentcreationin2019Amongrespondentswhoincreasedcontentmarketingspendinginthelast12months,56%didsointheareaofcontentcreation,makingitthetopareaofincreasedspending.Usingcontenttobuildcustomerloyaltyistop-of-mindEighty-anizationsareconcernedwithcreatingcontentthatbuildsloyaltywithexistingclients/,52%agreed“strongly”and29%agreed“somewhat.”anizationsareextremely/mittedpeers;they’realsomorelikelytoreportthey’essfullytoreachgoalssuchaseducatingtheaudienceandbuildingcustomerloyalty.SponsoredcontentonsocialmediaisthetopmethodofpaidcontentdistributionSocialmediatopsthelistofpaidmethodsB2Cmarketersusetodistributecontent.