METRICS & GOALS Most respondents were successful with using content marketing to create brand awareness. However, a much higher percentage of the most successful said they met the following goals in the last 12 months:  Build loyalty with existing clients and customers (78% vs. 60%)  Nurture subscribers/audiences/leads (64% vs. 49%)  Generate sales/revenue (57% vs. 42%)  Build credibility and trust (88% vs. 75%)  Build a subscribed audience (50% vs. 37%)  Drive attendance to one or more in-person or virtual events (60% vs. 47%)  Generate demand/leads (72% vs. 60%) Goals B2B Marketers Have Achieved by Using Content Marketing Successfully in Last 12 Months (Most Successful vs. All vs. Least Successful) Most Successful All Respondents Least Successful Create brand awareness 88% 80% 63% Build credibility/trust 88% 75% 47% Educate audience(s) 80% 70% 48% Build loyalty with existing clients/customers 78% 60% 34% Generate demand/leads 72% 60% 36% Nurture subscribers/audience/leads 64% 49% 23% Drive attendance to one or more in-person or virtual events 60% 47% 24% Generate sales/revenue 57% 42% 22% Support the launch of a new product 47% 42% 31% Build a subscribed audience 50% 37% 14% None of the above 0% 2% 12% Base: Content marketers. Aided list; multiple responses permitted. 12th Annual Content Marketing Survey: Content Marketing Institute/Marketing Profs, July 2021 38