CONTENT CREATION & DISTRIBUTION Among the respondents whose organizations used paid content distribution channels, 77% used social media advertising/promoted posts. Do You Use Paid Methods Over the Last 12 Months, How Has to Promote Content? Your Spending on Paid Content Distribution Channels Evolved? 19% 9% 16% ■ Increased ■ Yes 45% ■Stayed the same 81% ■ No ■ Decreased 31% ■ Unsure Paid Content Distribution Channels B2B Marketers Used in Last 12 Months Social media advertising/promoted posts 77% Search engine marketing (SEM)/ pay-per-click 65% Sponsorships (e.g., events, booths, workshops) 49% Base: Content marketers. Aided list; multiple responses permitted. 12th Annual Content Marketing Survey: Content Marketing Institute/Marketing Profs, July 2021 Native advertising/sponsored content 39% (not including social media platforms) Partner emails promoting our content 31% Other 5% 0 20 40 60 80 31