A majority of B2B organisations outsource some content marketing functions

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 25, 2021, 5:19 PM UTC

This piece highlights top B2B content marketing insights that marketers should keep in mind this year.

Around 40% of B2B marketers said they have a documented content marketing strategy in place. In contrast, 33% of marketers said they have a content marketing strategy, but it is not documented. While 22% do not have a process in place, they plan to have one with 12 months. But, 5% of marketers have neither a content marketing strategy nor a plan in place.

57% of B2B marketers say their organisations outsource some content marketing functions. But, only half of the marketers who describe their organisations’ approach to content marketing as minimally or not at all successful say they use content creation, calendaring, or collaborative workflows tools. A vast majority of B2B content marketers said their organisation’s content marketing efforts created brand awareness.

Around 75% of B2B content marketers at the most successful organisations expect content marketing budgets to increase in 2022. Even 61% of businesses having the least success also expect to spend more on content marketing next year. Additionally, 69% of B2B content marketers said they view video as a top area of 2022 investment.

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[9 minute read]

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