The newly released 11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends report features how content marketers in North America have been adapting to conditions that the COVID-19 pandemic has forced on businesses and marketers.
Fully 94% of content marketers reported that their organizations have adjusted their content marketing strategy because of the pandemic.
Asked to look back over the last 12 months as a whole, 31% of content marketers said their organization had been “extremely” or “very” successful with content marketing, and 83% of them attributed that success to the “value our content provides.”
As in previous years, the study finds that having a documented content marketing strategy sets apart top performers from their peers:
The following are some highlights of the study’s pandemic-related findings:
- 86% of respondent content marketers said their organization pivoted quickly, and 80% said they thought the changes were effective.
- 86% expected some of the changes to stay in effect for the foreseeable future.
- Of the 79% who have a content marketing strategy, 70% made major or moderate adjustments to their strategy because of the pandemic.
- 70% changed their targeting/messaging strategy, 64% adjusted their editorial calendars, and 53% changed their content distribution and promotion strategy.
- Among the top five areas of content marketing that respondent said their companies would invest in during 2021, 70% selected “content creation” and 66% selected “website enhancements.”
Below are selected charts displaying findings from the various chapters of the current year’s B2B content marketing report.
Pandemic Response & Content Marketing Success
Content Marketing Team Structure & Outsourcing
Content Creation & Distribution
Content types used:
Organic content distribution channels:
Content Marketing Metrics & Goals
Content Marketing Budgets & Spending
Content Marketing Insights for 2021
About the study: The online survey from which the results of this report were generated was emailed to a sample of marketers using lists from CMI and MarketingProfs. A total of 1,707 recipients from around the globe—representing a full range of industries, functional areas, and company sizes—replied to the survey during July 2020. This report presents the findings from 740 respondents based in North America.