The B2C Content Marketing Report

We analyzed over 100 blogs to understand better how they approach content marketing. And to help identify content marketing approaches that can work in the B2C space.  

Outlined below are some of the specific parameters we considered:

  • The significant features of top-performing B2C content
  • The number of organic traffic B2C websites receive every month
  • The number of keywords B2C sites ranked for
  • B2C website authority score and domain value
  • The CMS and hosting provider of the different B2C companies
  • And many more

With these parameters in mind, here is a summary of our findings:

  1. Over 80% of B2C websites use WordPress as their preferred CMS.
  2. Cloudflare is the most used Hosting Provider.
  3. Only 14.5% of B2C websites have Pop-Ups. Put another way, 85.5% of B2C websites don’t have Pop-Ups.
  4. 31% of B2C blogs make use of Affiliate Marketing.
  5. Over 40% of B2C blogs make use of stock images.
  6. Over 55% of B2C blogs allows user to leave comments.
  7. Over 50% of B2C blogs don’t have a call to action.
  8. Only about 9% of B2C websites have an authority score over 60.
  9. Most top-performing B2C pages via backlinks are the site home pages.
  10. Top-performing B2C blog posts receive an average of 1680 monthly organic traffic.

Over 80% of B2C websites use WordPress as their Preferred CMS

Content management systems are an essential part of any content marketing strategy, as they enable users and businesses to update and maintain their website pages and content from a single interface with ease. 

B2C and B2B businesses opt for content management systems for multiple reasons, like user-friendliness, increased marketing function efficiency, brand uniformity, and security. 

Some CMS even go as far as to help you accomplish more marketing tasks, including email marketing, search engine optimization, lead generation, and others.

 

 Over 80% of B2C websites use WordPress as their Preferred Content Management System

Across the B2C websites we analyzed, we identified nine different content management systems, with WordPress taking the lead (89.4%). 

This comes as no surprise as WordPress is one of the world’s most popular CMS, powering over 30% of the web. Besides, WordPress is famous for several other reasons, such as its reliability, scalability, community, flexibility, security, and SEO-friendliness.

The second most popular CMS was Squarespace, used by just 3.8% of the B2C websites we analyzed. 

This percentage shows just how dominant WordPress is in the B2C space. Other CMS identified include HubSpot, Umbraco, Hugo, Drupal, PrestaShop, Microsoft ASP.NET framework, and Shopify.

Cloudflare is the Most Used Hosting Provider

Hosting and content marketing may not seem connected, but they are. The hosting provider B2C businesses choose will either make or break their content marketing strategies. 

The right hosting provider can enhance content marketing, ensuring it reaches the right consumers. 

For example, if a business website always has downtime, Google will flag the site as unreliable, thereby affecting the search engine ranking. 

The same goes for other web hosting features like loading speed, response time, customization, security, type of hosting, storage, conversion optimization, SSL certificate, etc.

 

 
Our analysis identified over 20 hosting providers used by B2C websites. 
 

Cloudflare is one of the most popular internet operating networks, which is why it is a no-brainer that it is the most popular. B2C website hosting provider. Besides, this service offers more than hosting for your website – it also provides a CDN, website performance layer, and firewall.

Key takeaway: Cloudflare was the most used with 34.6%, followed by Amazon (7.5%), Google Inc. (5.6%), Vultr (4.7%), Squarespace (3.7%), Liquid Web (2.8%), Digital Ocean (2.8%), 20i (2.8%), and others.

 

Over 85% of B2C websites don’t use pop-ups

Our research found that only 14.5% of B2C websites use pop-ups, meaning that over 80% don’t use them. Pop-ups have been an excellent way to deliver a message while keeping site visitors engaged. 

Pop-ups have many benefits, including increased conversion rate and enhanced return on investment. 

However, while they may be beneficial, their spammy nature can be very distracting and invasive to site visitors – probably why most of the B2C websites we analyzed opted out of using this feature.

Note that for this report, we do not consider cookie notification, login panels, banners, and age confirmation as a pop-up, as it is a legal requirement in many cases.

Of the 21 blogs that use pop-ups, we saw five different types:

  • Subscribe to newsletter
  • Promote a specific piece of content
  • Allow browser notifications
  • Complete a survey
  • Contact us
An example of this pop-up comes from WordStream. They use a pop-up to encourage users to sign up for a free report.

 

wordstream popup

 

Another type of pop-up is related to gamification. This website, Bloggerideas.com, is asking users to play a game in exchange for their email addresses. 

 

spin popup

The most popular pop-up was about subscribing to a newsletter (55%) or promoting specific offers and content (45%).

Key takeaway: Only 14.5% of B2C companies use pop-ups on their blogs. But for those that do, the most popular type of pop-up is encouraging visitors to subscribe to their newsletter.

 

31.8% of B2C blogs make use of Affiliate Marketing

 

Next, we decided to look at how blogs monetize their traffic. 

There are different ways B2C businesses can monetize their blogs, from ads to brand sponsorship, affiliate marketing, and selling their products or services. 

From our research, we discovered that while 31% of the sites monetize their blogs using affiliate marketing, a similar percentage (30%) do not have any form of monetization. 

 

A number of the B2C sites analyzed are niche-specific, making it easier for them to carry out affiliate marketing for products and services in their respective niches. According to Business Insider, about 15% of the digital media industry revenue is derived from affiliate marketing. By just mentioning and linking the products and services of the affiliate business, they get a commission for every purchase made via that link. 

Besides, Statista reported that in the US alone, affiliate marketing spending would reach over $8 billion by the end of the year. Hence, why it doesn’t come as a surprise that many of these sites that have created a following and become authorities in their respective fields are utilizing this monetization opportunity. 

 

Over 40% of B2C Blogs make use of Stock Images

42.7% of the B2C blogs we analyzed used stock images, while 0.9% used no images at all. 12.7 of the blogs used screenshots, 6.4% used infographics, 10% used custom images, and 26.4% got their images from
other sources.

Stock images are usually obtained from a database containing many images, illustrations, vectors, and videos. It is the go-to option for B2C websites just starting up because it is cheap and accessible. Besides, having an image is better than having no images at all. This is a fact that most B2C websites are aware of, as only 0.9% of the analyzed sites don’t use any images.

 

Over 55% of B2C blogs allows user to leave comments

 

One quality of a good content marketing strategy is to build customer relationships. But in which ways are B2C brands creating a community with their consumers? We found that 57.3% of the B2C blogs analyzed allow readers to
leave comments.

Some content experts believe that allowing comments on your blogs does more harm than good, but there are many benefits. Some renowned names in the content space disabled their comments because of the predominance of low-quality or spammy comments. However, the importance of comments cannot be overlooked. Blog comments enable bloggers to know what their readers want them to write about. It offers a form of social proof, and responding to comments is an excellent way to build and deepen consumer relationships.

The key takeaway is that even though blog comments can be spammy and moderating comments can be tiresome, more than half of B2C blogs think the pros outweigh the cons.

 

Over 50% of B2C blogs don’t have a Call to Action

 

The importance of a call to action cannot be overemphasized. However, more than 50% of the B2C blogs analyzed don’t have a call to action. A call to action will enable your site visitors to know which steps they should take next, and it is a crucial element to moving consumers down the sales funnel. Some call-to-action examples we saw during our research include traffic referral and affiliate marketing.

From the data, we found that B2C blogs understood the importance of encouraging their audience to view multiple pages (over 40%).

 

Some content experts include social sharing as a call to action, and we found over 70% of the B2C blogs analyzed allowed social sharing.

 

 

Only about 9% of B2C websites have an authority score over 60

 

Domain authority is one of the most precise representations of the search result system—the more trustworthy a site is, the higher the score will be. Authority scores are important to understanding why some websites rank higher than others on search engines.

Over 50% of the B2C websites analyzed have an authority score between 40 and 60. This means they are considered reasonable and will rank averagely on Google and other search engines. However, only 9% have an excellent domain authority score, meaning these sites will rank higher than the others.

 

40% of B2C Websites Have a Domain Value of Less than $100

 

From our research, over 50% of the B2C websites analyzed have a domain value of more than $100. Multiple factors influence the value of a domain, and they are highlighted below:

  •  Popularity
  •  Spelling
  • Keywords
  • Traffic
  • Top-Level Domain
  •  Domain length


We saw a factor in the websites with less than $100 domain value: the domain name was customized or spelled differently. Knowing the value of the domains is essential to understanding their worth and that of others in the niche or industry.

 

The Top Performing B2C Websites Received an Average of 1680 monthly organic traffic

 

We identified the best-performing blog post measured by monthly organic traffic and backlinks. Then, we analyzed each of them to find out their keyword rankings and organic traffic points.

Median Organic Traffic

Average Organic Traffic

145

1680

Ranked Keywords (Median)

Ranked Keywords (Average)

54

156

Highest Organic Traffic

>60,000

The highest number of ranked keywords

>5,000

Our research found that the top performing B2C websites received an average of 1680 monthly organic traffic and ranked for an average of 156 keywords. The highest monthly organic traffic was over 60,000, which is a lot of traffic. Besides, organic traffic is a very consistent and reliable form of traffic compared to others.

We also looked at the relationship between backlinks and organic traffic for the blogs in the B2C space. We found the correlation between the number of backlinks and the number of organic search visits was weak.


 

Finally, we noticed that the top-performing pages for B2C websites via backlinks were majorly the homepages of the individual sites.

 MS

Conclusion

I hope you find this analysis useful and interesting. 

I’d like to thank Oluchukwu Ejiofor for putting this analysis together. For anyone interested in learning more, here is the link to our raw data.

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