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B2C marketers love content marketing, especially on Facebook

TradingPub Admin | November 16, 2012

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Facebook is the most popular social media channel among B2C marketers, as they find it to be the most effective in communicating with their target audience.

New research by the Content Marketing Institute and MarketingProfs found Facebook is used by nine in ten B2C marketers, making it the favourite social media channel by far.

Twitter is second, with 69 per cent of respondents employing it in their content marketing strategies, followed by YouTube at 65 per cent.

Social media, along with publishing content on corporate websites, was found to be the most-used tactic among B2C marketers. Email marketing also proved popular.

Budgetary constraints

Lack of budget is the biggest content marketing challenge, with 52 per cent of respondents suggesting this is holding them back in their efforts. However, as the value of content marketing becomes increasingly evident, budgets are expected to grow.

At present, 28 per cent of marketing budgets gets dedicated to content, and 55 per cent of companies responding said they plan to increase their spending on content marketing next year. Just three per cent plan to cut back on what they invested in content marketing this year.

Of the 86 per cent of companies that already do content marketing, the majority said their main goal is customer retention and loyalty, followed by acquisition of new business and building brand awareness and engagement.

While Facebook is the most popular channel for B2C content marketers, focusing only on this platform could be a step in the wrong direction for small and medium-sized businesses.

It may be the biggest social network in terms of user numbers, but companies should remember that not every person in their target audience might have a profile - or even if they have a profile, they might not be very engaged on Facebook.

Some new reports have suggested Pinterest is a good platform to include in a social media strategy mix, as various brands - mainly B2C - have seen increased sales as a result of their investment in creating and curating content on Pinterest.

This week, the network brought businesses into the fold even more when it announced corporate pages. Switching to or registering a new business page is relatively straightforward and companies can verify their site to add credibility to their profile.