CONTENT CREATION & DISTRIBUTION 90% of respondents used short articles/posts for content marketing purposes in the last 12 months. The most successful content marketers were more likely than all respondents to have used: Case studies ....................................................73% vs. 61% E-books/white papers ....................................67% vs. 56% Long articles/posts .........................................62% vs. 49% Research reports .............................................40% vs. 29% Content Assets B2B Marketers Created/Used in Last 12 Months Short articles/posts (less than 3,000 words) 90% Videos 66% Virtual events/webinars/online courses 64% Case studies 61% Infographics/charts/data viz/3D models 57% E-books/white papers 56% Long articles/posts (more than 3,000 words) 49% Podcasts 29% Research reports 29% In-person events 19% Livestreaming content 19% Print magazines or books 17% None of the above 2% 0 20 40 60 80 100 Base: Content marketers. Aided list; multiple responses permitted. 12th Annual Content Marketing Survey: Content Marketing Institute/MarketingProfs, July 2021 25