BUDGETS & SPENDING ixty-four percent of respondents said they were familiar with their Hybrid events Scompany’s content marketing budget. Of those, 22% said they spend Investment in hybrid events is expected to increase (39%) more so than 50% or more of their total marketing budget on content marketing. stay the same (29%), even though 18% do not use hybrid events at all. Forty-three percent said their 2021 content marketing budget increased Digital events over 2020 spending levels. Regarding digital events, many marketers appear to want to stay the course (41% say spending will stay the same), although 33% plan to Investment expected to grow increase spending. Sixty-six percent of respondents with knowledge of their budgeting process — and 75% of those who were most successful — expect their Note: The percentage of those expecting to increase spending in each 2022 content marketing budget to increase over their 2021 budget. area above did not differ among the most successful, all respondents, and least successful respondents. 66% OF RESPONDENTS WITH KNOWLEDGE OF THEIR BUDGETING PROCESS – AND 75% OF THE MOST SUCCESSFUL – EXPECT THEIR According to one respondent, “We have more online engagement with 2022 CONTENT MARKETING BUDGET TO INCREASE OVER THEIR customers, and live webinars are more successful and well attended. We 2021 BUDGET. have more budget because tradeshows are canceled and they’re very expensive.” Investment in events is expected to increase as follows: In-person events In a post-COVID-vaccine business environment, investment is expected to increase in in-person events (52%). 40