STRATEGY, OPINIONS & OVERALL SUCCESS 58% SAID THEIR CONTENT MARKETING STRATEGY IS “We changed the way we write,” one respondent said. “More MODERATELY OR SLIGHTLY DIFFERENT NOW VS. PRE-PANDEMIC. empathy and less hard sell. We don’t want to kick people when they’re down. If your only objective is to force someone down “We understood that digital does not exist without real life. your journey or path, you should find another job. Give more We are now working on more ‘daily and authentic content’ for and take less!” brand awareness and trust. Selling will be the last step, not the first one.” Success was mostly attributed to value content provides Nearly a third (29%) of respondents said their organizations were extremely or very successful with content marketing in the last 12 months – a figure that’s in line with what we find every year with this research. Most of those marketers (74%) said the value their content provides was the top factor. 29% SAID THEIR ORGANIZATIONS WERE EXTREMELY OR VERY SUCCESSFUL WITH CONTENT MARKETING IN THE LAST 12 MONTHS – A FIGURE THAT’S IN LINE WITH WHAT WE FIND EVERY YEAR WITH THIS RESEARCH. 7