STRATEGY, OPINIONS & OVERALL SUCCESS 29% of respondents said their organization was extremely or very successful with content marketing in the last 12 months. The top contributing factor was the value their content provides. The organization’s size had little impact on overall success. For example, 27% of those from small companies reported high levels of success, as did 30% of those from large companies. How B2B Marketers Rate Their Factors Contributing to B2B Content Marketing Organization’s Overall Level of Success in Last 12 Months Content Marketing Success in Last 12 Months The value our content provides 74% 3% 4% Website changes 59% ■ Extremely successful 14% Adapting to changes brought forth by pandemic 52% 25% ■ Very successful Strategy changes 44% ■ Moderately successful ■ Minimally successful Search rankings 43% ■ Not at all successful Changing buyer/consumer behaviors 36% 55% Changing our products/services 18% Base: Content marketers. 2% Other 12th Annual Content Marketing Survey: Content Marketing Institute/MarketingProfs, July 2021 0 20 40 60 80 Base: Content marketers who said their organizations were extremely/ very successful with content marketing. 12th Annual Content Marketing Survey: Content Marketing Institute/ MarketingProfs, July 2021 10