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TOP PERFORMERS How B2B Content Marketing Top Performers* Describe Their Organization – At a Glance Most Successful All Respondents Least Successful Has a documented content marketing strategy 62% 40% 11% Characterizes their content marketing as sophisticated/mature 71% 40% 5% Has two or more full-time employees dedicated to content marketing 54% 43% 17% Outsources content marketing activities 57% 50% 36% Uses content creation/calendaring/collaboration/workflow tools 83% 73% 50% Uses a content management system (CMS) 60% 49% 40% Measures content performance 90% 75% 39% Characterizes team’s ability to demonstrate ROI for content marketing initiatives 64% 36% 8% as excellent/very good Spends 50% or more of total marketing budget on content marketing 32% 22% 8% Expects 2022 content marketing budget to increase over 2021 75% 66% 61% Strongly/somewhat agrees: Organization values creativity and craft in content creation and production 92% 80% 63% Organization provides customers with a consistent experience across their journey 81% 60% 30% Uses content marketing successfully to: Build loyalty with existing customers/clients 78% 60% 34% Nurture subscribers/audiences/leads 64% 49% 23% Generate sales/revenue 57% 42% 22% Chart term definitions: A top performer (aka “most successful”) is a respondent who characterizes their organization’s overall content marketing approach as extremely or very successful. The “least successful” characterize their organization’s approach as minimally or not at all successful. Base: Content marketers. 12th Annual Content Marketing Survey: Content Marketing Institute/MarketingProfs, July 2021 4

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