TEAM STRUCTURE & OUTSOURCING The most successful content marketers are more likely than all respondents to have more internal content marketing resources and to outsource. B2B Organizations’ Content Marketing Team Size & Outsourcing (By Success) Most Succesful All Respondents Least Succesful Zero full-time employees dedicated to content marketing 19% 32% 58% One full-time employee dedicated to content marketing 27% 26% 26% Two or more full-time employees dedicated to content marketing 54% 43% 17% Outsources content marketing activities 57% 50% 36% Base: Content marketers. 12th Annual Content Marketing Survey: Content Marketing Institute/MarketingProfs, July 2021 17