As we welcome this new month of November it becomes difficult to not acknowledge that 2013 is starting to draw its close. Every year sees many unique trends and the world of digital marketing is no exception. A survey conducted by the Content Marketing Institute (CMI) and MarketingProfs found that the use of content marketing is on the rise in Business-to-consumer (B2C) content marketing. Figures have raised from 86 per cent in 2012 to 90 per cent in 2013.

Highest ranking

Trends have suggested that B2C businesses are using social media more than blogs and article on their websites. While the use of social media in B2C businesses is only up four per cent for the year, it trumps the use of blogs by 16 per cent. By connecting directly with a consumer in the interactive digital environment, social media has proven to be more successful; at least that’s what a whopping 88 per cent of these businesses would tell you.

Social media remains the top content marketing tactic for 2012 and 2013, but other top contenders this year are e-newsletters at 76 per cent and videos at 72 per cent.

What makes social media attractive to businesses is the fact that most services offer a multi-platform experience for the consumer. Many of the most popular social media services already include blogs, video services, invitations to in-person events, etc.

Through 2013 the most successful social media sites used in content marketing by B2C businesses have been Facebook at 89 per cent, Twitter at 80 per cent and YouTube at 72 per cent. Other sites that have been used successfully are LinkedIn, Google+, Pinterest and Instagram. No surprise here that most of these sites offer multi-platform services.

Lowest Ranking

Like all trends there are winners and there are losers and in this constantly changing digital world, it’s hard to stay on top, or to even rank. On the less popular end of the content marketing spectrum are games, podcasts, syndicated content and print newsletters.

Content Marketing Fits All Budgets

Would it surprise you to know that regardless of your B2C business’s marketing budget, you can still maintain successful content marketing efforts? It’s a very versatile system with many options to fit any budget. According to CMI, 20 per cent of B2C marketers surveyed use 10 to 24 per cent of their marketing budget, while another 17 per cent only used one to four per cent.  Content marketing is a flexible system and while trends change all the time, based off of social media feedback alone, it’s a great investment.

Is your B2C business making the most of content marketing? If you’re looking to improve the digital presence of your business in social media Whitehead Agency Group can help.

Whitehead Agency Group is a leading Toronto, Ontario, healthcare marketing agency with over 25 years of specialized health and wellness experience.

Start profiting from the new age of consumer-driven healthcare with marketing that clicks. Contact us today at (416) 365-6884 or by emailing us at to arrange a complimentary, no-obligation review of your current marketing.