LOOKING FORWARD More than half of all respondents predicted 2022 investment in video, events, owned-media assets, and paid media. Areas of B2B Content Marketing Investment in 2022 Video 69% Events (digital, in-person, hybrid) 61% Owned-media assets 57% Paid media 55% Social media management/community building 39% Earned media 38% Content distribution 33% Getting to know audiences better 32% Content marketing technologies 31% User experience (UX) design 29% Staffing/human resources 22% Audio-related content 20% Experiential campaigns 9% Data privacy solutions 5% Other 2% None of the above 2% 0 20 30 40 50 60 80 Base: Content marketers. Aided list; multiple responses permitted. 12th Annual Content Marketing Survey: Content Marketing Institute/Marketing Profs, July 2021 48