B2C Marketers Treat Content Marketing as a Project; That’s a Mistake [New Research]

In The End of Competitive Advantage, Rita Gunther McGrath illustrates all aggressive benefits are transient. She contends all people understands that. So why hasn’t primary technique follow modified?

As Rita writes:

Most executives, even once they notice that aggressive benefits are going to be ephemeral, are nonetheless utilizing technique frameworks and instruments designed for reaching a sustainable aggressive benefit, not for shortly exploiting and transferring out and in of benefits.

That final half resonates after working with tons of of enterprise manufacturers over the past 10 years. Most companies take into consideration how they will change content material to suit advertising and marketing’s function, not how they could change advertising and marketing to suit content material’s function.

Guess what? Your content material won’t ever be a sustainable aggressive benefit or differentiator – all content material belongings are simply replicable and, at finest, solely transient in differentiated worth.

Within the newly launched Content material Advertising Institute/MarketingProfs B2C Content Marketing Benchmark, Budgets, and Trends – Insights for 2023, I see it’s time to feed the content material large that woke up final 12 months. However watch out to not get so distracted by the meals you fail to prepare dinner persistently over time. All too usually, content material entrepreneurs get wrapped up in content material creation quite than within the skill to steer the capabilities to create persistently.

Content material ought to be a strategic exercise

Take a look at content operations because the catalyst that may change all the pieces in your content material advertising and marketing challenges. You need to acknowledge the actions you carry out are a aggressive benefit. Success hinges on the flexibility of a staff (of 1 or 100) to be dynamic and fluid – transferring out and in of “arenas” (as Rita calls them in her e-book) of content material and creating short-term benefits.

Right here’s the true takeaway: Ask everybody in your corporation – together with your CEO – in the event that they imagine compelling, participating, helpful, and dynamic content-driven experiences will transfer the enterprise ahead.

If the reply is sure, then the strategic worth lies in your skill to evolve and coordinate all of the actions to create these content-driven experiences repeatedly. It doesn’t lie within the content material or the distribution plans. Your staff’s job is to not be good at content material; your job is to allow the enterprise to be good at content material.

#ContentMarketing’s strategic value lies in the ability to repeatedly deliver content-driven experiences, not the content itself, says @Robert_Rose via @CMIContent. Click To Tweet

Think about some highlights from this 12 months’s analysis.

Battle is actual for content material advertising and marketing technique

Content material advertising and marketing stays vital.

Seventy % of B2C entrepreneurs advised us that content material advertising and marketing has change into extra vital to their group over the past 12 months. (Solely 4% say it’s much less vital.)

Importance of B2C Content Marketing in the Last Year

With a rise in significance comes a necessity for extra assets. When requested what they’d change about content material advertising and marketing of their group, they are saying they need extra workers, extra finances, and higher entry to material specialists.

70% of #B2C marketers say #ContentMarketing is more important in their organization than last year according to @CMIContent #research via @Robert_Rose. Click To Tweet

Sure, content material advertising and marketing is extra vital, however content material entrepreneurs wrestle to maintain up with the demand.


As a result of so many companies deal with content material advertising and marketing as a campaign-, project-focused effort that requires completely different “belongings.” Content material entrepreneurs are so busy churning out initiatives of content material that they haven’t discovered learn how to make it a repeatable, constant, and scalable process.

So far as their largest challenges in content material advertising and marketing, 57% of B2C entrepreneurs say creating content material that appeals to completely different goal audiences. Rounding out the highest three: creating consistency with measurement (44%) and differentiating our merchandise/providers from the competitors (40%).

B2C Organizations' Current Content Marketing Challenges

57% of #B2C marketers say they are challenged to create #content that appeals to different target audiences according to @CMIContent #research via @Robert_Rose. Click To Tweet

Fixing all three of those challenges facilities round strategic content material operations – setting a constant long-term technique to differentiate, creating a measurement plan that stands the take a look at of time, and scaling to satisfy the wants of different audiences. However most entrepreneurs aren’t planning to amass the assistance to deal with these challenges. Among the many assets they plan to rent or contract within the coming 12 months, virtually half (45%) say they may look to develop writers, designers, photographers, and videographers.

It’s like attempting to design an even bigger home by merely including extra bricks.

45% of #B2C marketers plan to hire content creators in the coming year. @Robert_Rose says that’s like designing a bigger house by adding more bricks via @CMIContent #research. Click To Tweet

However B2C content material advertising and marketing is working

Regardless of their challenges, proficient practitioners discover success. General, 81% of B2C entrepreneurs price their success as both reasonably, very, or extraordinarily profitable. Solely 2% say they had been “by no means” profitable.

How B2C Marketers Rate Their Organization's Overall Level of Content Marketing Success in Last 12 Months

And 86% say content material advertising and marketing offers a “significant/purposeful profession path.”

These outcomes align with the analysis found in CMI’s Content Marketing Career & Salary 2023 Outlook (registration required). We discovered although content material entrepreneurs are usually joyful of their present roles, they’d be happier if their organizations prioritized content material advertising and marketing, backed it with strategies and assets, and invested in applied sciences to assist them do their jobs quicker and extra effectively.

The ultimate bit of excellent information? Nearly three-quarters (73%) of content material entrepreneurs count on their group’s funding within the follow will improve or stay the identical this 12 months. Solely 3% imagine it is going to lower.

Totally different actions, no more environment friendly ones

The B2C analysis presents some attention-grabbing insights into the priorities for 2023:

  • Companies should more and more stop organizing and scaling new marketing teams primarily based on platforms, applied sciences, or inside-looking-out views of the shopper journey. The format and placement of these experiences on a number of channels will at all times be temporal. Success occurs when the enterprise turns into expert and built-in at working and managing all manners of content-driven experiences.
  • Companies should cease taking a look at content material from a container-first perspective – designed solely to help advertising and marketing ways or initiatives. Success occurs when the enterprise acknowledges content material operations as a perform, supporting the fluid use of content material to gas higher buyer experiences.
  • Companies should not say, “That’s the way in which we’ve at all times accomplished it,” when one expertise now not works. Success occurs when the enterprise can healthily disengage and dismantle experiences that aren’t working. They’ll continually reconfigure their actions and handle portfolios of content-driven experiences.

Beginning with the flawed premise

Usually the primary signal of bother in any content material advertising and marketing method is if you hear, “How will we get extra environment friendly at content material?”

Effectivity entails adjustments to a course of to take away friction. The query usually assumes a working, customary operation offering worth already exists. But when there isn’t a repeatable customary operation, effectivity finally ends up which means producing the identical or extra content material with the identical assets.

That not often works out to be higher for the enterprise.

The tougher job for content material entrepreneurs is to find out the completely different actions essential to create or increase the processes and establish the actions to undertake otherwise.

The content material you create offers no sustainable aggressive enterprise benefit. However a strategic content material operation simply would possibly.

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Cowl picture by Joseph Kalinowski/Content material Advertising Institute


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