Email Newsletters Lead At Two Points In The B2C Pipeline: Study


Email newsletters play a major role in B2C content distribution, especially at certain points in the buyer journey, according to 2020 B2C content Marketing Benchmarks, Budgets and Trends, a report by MarketingProfs and the Content Marketing Institute. 

For instance, email newsletter are utilized by 16% to secure leads. In contrast, social media content and in-person events are used by 13% apiece.

In addition, 24% use email newsletters to nurture leads, versus 17% who deploy social media content.

However, at the brand awareness stage, blog posts/short articles and social media content are each preferred by 31%.

Of the content created in the last 12 months, 43% was intended for the top of the funnel, 20% for mid-funnel, 18% for late-state, 12% for post-sale and 7% or other areas.

The top content technologies are: 

Social media publishing/analytics (84%), analytics tools (83%) and email marketing software (72%) 

In general, 75% of B2C brands say their content marketing is successful, while 24% say it is very successful, 46% say it is moderately effective and 5% say it is extremely successful. Another 24% feel it is only moderately successful, and 1% feel that it is a failure.

But they are improving: 21% feel they are doing much better than a year ago, 51% say they are doing somewhat better and 22% feel they are at the same level. Only 3% feel they are somewhat less successful, and 2% say that they are much worse.

The study also found that 55% outsource at least one content marketing activity. Of those, 80% outsource content creation and 37% outsource distribution. 

The top 2020 priorities are improve quality and conversion of audiences (50%), focus on content quality/quantity (50%) and increase of their audience size (40%).

The study also found that Facebook is the leading organic and paid social media platform for content providers.

Click here to read the original article. This post first appeared on Media Post Dot Com.


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