METRICS & GOALS As we’ve found in past years, B2B marketers say the top three goals content marketing helps them achieve are creating brand awareness, building credibility/trust, and educating the audience. This page shows topline results. The next page shows how the top performers set themselves apart. Goals B2B Marketers Have Achieved by Using Content Marketing Successfully in Last 12 Months (All Respondents) Create brand awareness 80% Build credibility/trust 75% Educate audience(s) 70% Build loyalty with existing clients/customers 60% Generate demand/leads 60% Nurture subscribers/ audiences/leads 49% Drive attendance to one or more in-person or virtual events 47% Generate sales/revenue 42% Support the launch of a new product 42% Build a subscribed audience 37% None of the above 2% 0 20 40 60 80 Base: Content marketers. Aided list; multiple responses permitted. 12th Annual Content Marketing Survey: Content Marketing Institute/Marketing Profs, July 2021 37