CONTENT CREATION & DISTRIBUTION Respondents said virtual events/webinars/online courses produced the best results for their content marketing in the last 12 months (58%) — those who are most successful agreed (66%). Long articles/posts stood out as an area where those who are most successful reported better results than respondents overall (43% vs. 32%). B2B Content Assets That Produced the Best Results in Last 12 Months Virtual events/webinars/online courses 58% Research reports 48% Short articles/posts (less than 3,000 words) 48% E-books/white papers 47% Case studies 39% Videos 38% In-person events 37% Long articles/posts (more than 3,000 words) 32% Infographics/charts/data viz/3D models 27% Livestreaming content 25% Podcasts 23% Print magazines or books 22% 0 10 20 40 50 60 Note: Respondents were shown a display list of the content types they used in the last 12 months and asked, “Which content assets produced the best results for your content marketing in the last 12 months? (Select all that apply.)” Base: Content marketers who use each content asset listed. Multiple responses permitted. 12th Annual Content Marketing Survey: Content Marketing Institute/MarketingProfs, July 2021 26