TrackMavenB2C Content Marketing in 2016

TrackMaven

Kara BurneyDirector of Content @wkndatburneys

TrackMavenCompetitive Intelligence Platform

for Digital Marketers@TrackMaven

#TrackMavenLive

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@TrackMaven

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TrackMavenBacked by the world’s biggest venture fund:

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Why Are We Here?

Understand the current state of B2C

marketing

Learn which industries drive the greatest ROI from

social media

Know which channels present

the greatest opportunity for B2C marketers

Learn from the best: which B2C brands

are killing it?

TrackMaven

Content distribution is exploding…

The overwhelming majority of B2C marketers turn to social media channels to create & distribute content

TrackMaven

Content distribution is exploding…

The overwhelming majority of B2C marketers turn to social media channels to create & distribute content

TrackMaven

Content distribution is exploding…

The overwhelming majority of B2C marketers turn to social media channels to create & distribute content

TrackMaven

…but doing it well is both a priority and a challenge.

Creating more engaging content has consistently been the #1 priority for B2C marketers, no matter how effective the

marketer or what size the company

TrackMaven

…but doing it well is both a priority and a challenge.

Creating more engaging content has consistently been the #1 priority for B2C marketers, no matter how effective the

marketer or what size the company

TrackMaven

…but doing it well is both a priority and a challenge.

Creating more engaging content has consistently been the #1 priority for B2C marketers, no matter how effective the

marketer or what size the company

TrackMaven

Reality…

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MOST CONTENT IS

FAILING

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Content Explosion…

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…And The Impact

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By Our Own Admission…

Only 38% of B2C marketers rate their content marketing

execution as effective or very

effective.

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So what can we do?

What are the trends…On Each Social Network?

Let’s take a look!

In Each Industry?

• 213 leading brands • 10 industries • 5 key social channels • 350,000 pieces of

content

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Which industries get the most engagement on social?

Analysis based on social media accounts from 213 B2C brands across Facebook, Twitter, Instagram, Pinterest, and LinkedIn: from January 2015-October 2015.

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Apparel, Insurance, and Entertainment brands are in the Social Media Sweet Spot

Substantial Follower Growth + Audience Engagement = Impactful Content

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Industry Breakout: Entertainment

• Bright, eye-catching imagery • Asking questions • Evoking nostalgia • Direct offers

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Industry Breakout: Apparel

• Incredibly creative use of their product

• Simple messaging

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Industry Breakout: Insurance

• Customized graphics • Most successful posts were built around

commemorating a day or event • Not heavily product-focused

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Hospitality brands are adept at growing their audiences.

Despite middle-of-the-pack engagement, Hospitality brands see highest audience growth among B2C industries (+53.34%!)

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Uber• Multi-dimensional strategy, with very

channel appropriate content being deployed

• Friendly, funny, approachable, helpful • Consistent use of Instagram-specific

hashtag

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AirBnB• Launched a massive campaign around

kindness created, called #ManKind, which is both socially relevant and an important part of hospitality

• #TreehouseTuesday regularly demonstrates their variety and uniqueness

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When it comes to social engagement, Automakers rule the road.

Automakers = Most Engaged Brand Audiences (5.62 Engagement Ratio)

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Industry Breakout: Automakers

• Sharp imagery • Powerful, simple messages • Nostalgic

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Food & Beverage audiences are shrinking…

Only B2C industry with negative follower growth (-0.06%)

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Industry Breakout: F&B

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How Do B2C Industries Stack Up By Audience Size?

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Facebook = Follower Feeding Ground

B2C brands have the largest median audience sizes on Facebook, esp. Restaurant brands (2.8 Million Page Likes).

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Industry Breakout: Restaurants

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Apparel Brands = Social Media Behemoths

On IG, TW, and Pinterest, Apparel brands have largest audiences (952K, 545K, and 18K) + 3rd largest Facebook audience (2.3 million Fans)

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Apparel & Automakers Brands Cultivate Channel Variety

Facebook dominates total B2C audiences overall, but these brands have a healthy channel mix.

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Industry Breakout: Apparel

• #OptOutside = incredible use of pairing social media with a product or company position or change

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Consumer Products brands connect on LinkedIn.

748K = median LinkedIn audience, 5X that of brands in all other B2C industries.

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Industry Breakout: Consumer Products

• 1.9 million LinkedIn followers • Straightforward, channel-

appropriate content that supports both company mission and commitment to social responsibility

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Where Do B2C Industries See Engagement?

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Despite myriad Fans, Facebook flounders

Facebook audiences engage minimally. Consumer Products brands do Facebook best (2.1 engagement ratio)

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B2C brands fail to engage on Twitter

Restaurant brands perform best, but still barely 1 interaction per post per 1,000 followers on average.

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Let’s not forget…

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Instagram = B2C Engagement Winner

With the exception of the Consumer Products and Telco & Cable industries, B2C brands see the highest engagement ratios on Instagram

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Insurance on IG • Playful, mascot-oriented Instagram

presence • Employment-branded IG profile and

hashtags (#GEICOcareers) highlights company culture, honors individual employees

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Telco & Cable and Consumer Products Brands Soar on

Pinterest

Believe it or not, these two industries are Pin-ing their way to greater brand engagement.

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L’Oreal Paris• Bright, eye-catching,

aspirational • Product-specific

curations • “How-to” content • Features influencers

and brand ambassadors

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Verizon & AT&T• Blend of product & lifestyle

content • Content targeting Pinterest’s

audience demographics

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Takeaways for B2C Marketers:

Beware of vanity metrics.

Learn from brand leaders making big

bets on “non-traditional” channels.

Build a distinctive brand presence on

each network.

Keep your finger on the social media pulse

in your industry.

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Digital Marketing Analytics

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Monitor share of engagement and content performance relative to competition over time.

Analyze results using dashboards, reports, and alerts to understand what is taking off and what is failing before it’s too late to fix.

USE CASEUSE CASE

Benchmark Content Performance

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Find what content topics drive marketing performance for you and your competitors.

Use data-driven insights to uncover the ideal channels, posting schedules, and target audiences for your content.

USE CASE

Identify Engaging Topics & Tactics

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1

5.71

0 1 2 3 4 5 6 7

Benchmark Average

TrackMaven Customers

Digital Content Engagement Ratio comparison, normalized

Content published by TrackMaven customers experiences 5.7x engagement compared to our brand benchmark.

How Does This Help Our Customers?

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Like What You See?

We’d like to show you TrackMaven with your own data.

Custom Demo!

Where Do We Go From Here?

Visit trackmaven.com/b2c