Dive Brief:

• The latest report from the Content Marketing Institute and Marketing Profs, B2C Content Marketing, found Facebook was the most popular social media platform for B2C content distribution at 94%, followed by Twitter, YouTube and LinkedIn.
• Even though Facebook was the most popular platform for distribution, only 66% of respondents described it as effective.
• The report also found that a large majority of B2C content marketing teams have a strategy in place.

Dive Insight:

B2C marketers love Facebook for content distribution. According to the B2C Content Marketing report from the Content Marketing Institute and Marketing Profs, 94% of B2C marketers report using Facebook for social media content distribution. Twitter was cited by 82%, YouTube by 77% and LinkedIn by 76%. But, even though Facebook is a popular platform for content distribution, only just over half of respondents felt it is an effective platform for distribution. Twitter only reached 50% for effectiveness and YouTube was cited by 53%.

A large majority of B2C marketers have a content strategy, with 44% reporting having an undocumented strategy and 37% saying their strategy is documented. Only 12% report not having a strategy, and 8% aren’t sure if they have a content strategy in place. Weekly was the most popular timeframe for meeting to discuss content programs, cited by 32%, followed by daily at 16% and monthly at 14%.

Interestingly, comparing B2C and B2B surveys, 38% of B2C marketers say they are effective at content marketing compared to only 30% of B2B marketers.