CONTENT CREATION & DISTRIBUTION The most successful marketers were more likely than all respondents to prioritize the audience’s informational needs, differentiate their content from the competition, and craft content based on specific stages of the buyer’s journey. Concepts B2B Marketers Always/Frequently Take Into Account While Creating Content for Their Organization Prioritize the audience’s informational needs over your 68% 87% organization’s sales/promotional message. 41% Differentiate your content from the competition. 78% 32% 59% Craft content based on specific stages 45% 62% of the buyer’s journey. 17% 0 20 40 60 80 100 m Most successful m All respondents m Least successful Base: Content marketers who answered each statement. 12th Annual Content Marketing Survey: Content Marketing Institute/MarketingProfs, July 2021 23