CONTENT CREATION & DISTRIBUTION About half of respondents (52%) used media/public relations and speaking/presenting at events to distribute content in the last 12 months. The most successful content marketers were more likely than all respondents to have used: Media/public relations ................................................64% vs. 52% Guest posts/articles in third-party publications ........54% vs. 43% Guest spots ..................................................................46% vs. 32% Organic (Nonpaid) Platforms B2B Marketers Used to Distribute Content in Last 12 Months Media/public relations 52% Speaking/presenting at events 52% Guest posts/articles in third-party publications 43% Collaborative social spaces 33% Guest spots 32% Influencer partnerships 22% Listening platforms 15% SMS/text messages 7% None of the above 13% 0 10 20 30 40 50 60 Base: Content marketers. Aided list; multiple responses permitted. 12th Annual Content Marketing Survey: Content Marketing Institute/MarketingProfs, July 2021 29