CONTENT CREATION & DISTRIBUTION Among the video formats they used, respondents said webinars/webcasts/web series produced the best content marketing results in the last 12 months (51%). B2B Video Formats That Produced the Best Results in Last 12 Months Webinars/webcasts/web series 51% Interviews with industry experts 36% How-to videos 33% About our company 20% About our customers 14% First-look product overviews 13% Industry research/analyst reports 11% Interactive video 9% In-depth product reviews 7% Other 10% 0 10 20 40 50 60 Base: Content marketers who used videos in the last 12 months. Aided list; multiple responses permitted. 12th Annual Content Marketing Survey: Content Marketing Institute/MarketingProfs, July 2021 27