While it’s true that many companies have adopted sponsored content as a marketing tactic, they often know more about FTC guidelines than the B2B marketers they work with on campaigns.
This news comes from August, 2015 research from Izea and Halverson Group. When they examined how aware B2B marketers were of the FTC guidelines — which dictate how sponsored-content compensation in the form of cash, coupons, discounts, experiences, or free products or services must be publicly disclosed — results showed B2B marketers are often clueless.
“More than two-thirds (67 percent) of sponsored-content creators were aware of and understood the FTC guidelines for sponsored content,” according to eMarketer. “To compare, only 8 percent of B2B marketers felt the same way. In fact, one-third of B2B marketers said they were not aware of the guidelines, while only 7 percent of sponsored-content creators were in the same boat.”
It’s an area that cries out for more competence.
“According to August 2015 research by the Content Marketing Institute (CMI) and Marketing Profs, more than half (51 percent) of B2B marketers in North America expect to increase their content marketing spending over the next 12 months,” noted eMarketer. “Therefore, making sure the sponsored content is in line with FTC guidelines will be important for marketers.”