STRATEGY, OPINIONS & OVERALL SUCCESS Most content marketers said their organizations value creativity and craft in content creation and production. Over the last year, many have been asked to do more with the same resources. Half of all respondents said it has become increasingly difficult to capture their audience’s attention. B2B Marketers’ Opinions About Content Marketing in Their Organizations (Strongly/Somewhat Agree) Our organization values creativity and 80% 92% craft in content creation and production. 63% Over the last year, our content team has been 66% asked to do more with the same resources. 60% 67% Our organization provides customers with a consistent 60% 81% experience across their engagement journey. 30% Over the last year, it has become increasingly 45% difficult to capture our audience’s attention. 51% 60% 0 20 40 60 80 100 m Most successful m All respondents m Least successful Base: Content marketers who answered each statement. Base: Content marketers whose organizations have a content marketing strategy. 12th Annual Content Marketing Survey: Content Marketing Institute/MarketingProfs, July 2021 12th Annual Content Marketing Survey: Content Marketing Institute/MarketingProfs, July 2021 9