How are business-to-consumer companies using content marketing today, and what content marketing challenges are they facing this year? The Content Marketing Institute’s 2015 B2C Content Marketing Benchmarks, Budgets and Trends study has some insights.
There’s no doubt that content marketing is growing in importance. Some 77 percent of companies in the survey use it, and 69 percent are creating more content than they did one year ago. Still, companies are struggling with several content marketing challenges.
B2C companies are frustrated with their ability to create, measure and distribute their content. Only 34 percent feel their content marketing strategy is effective. Perhaps that’s because more than half (51 percent) say they have trouble measuring how effective it is. Other top challenges include creating content consistently (44 percent) and creating enough variety of content (40 percent).
If you’re having the same content marketing challenges, how can you overcome them? Here are some ideas from the study.
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Karen Axelton is Chief Content Officer of GrowBiz Media, a media company that helps entrepreneurs start and grow their businesses. Visit her company’s blog at SmallBizDaily.com.