STRATEGY, OPINIONS & OVERALL SUCCESS 77% reported that their organization has a content marketing strategy. Of those, 58% said their strategy is moderately or slightly different now versus pre-pandemic. Percentage of B2B Marketers Difference in B2B Content Marketing Strategy With a Content Marketing Strategy Now Vs. Pre-Pandemic 5% 6%4% ■ Extremely different 3% ■ Very different 22% ■ Yes, and it is documented 14% 15% ■ Moderately different 40% ■ Yes, but it is not documented ■ Slightly different ■ No, but plan to within 12 months ■ Not different at all 33% ■ No, with no plans 22% 36% ■ Unsure Base: B2B content marketers. ■ We didn’t have a content marketing strategy one year ago 11th Annual Content Marketing Survey: Base: Content marketers whose organizations Content Marketing Institute/MarketingProfs, July 2020 have a content marketing strategy. 12th Annual Content Marketing Survey: Content Marketing Institute/MarketingProfs, July 2021 8