October 13th, 2021, New Ideas in Marketing
Businesses are relying on content marketing to boost brand awareness and build credibility among audiences.
Post the pandemic, B2B companies are increasingly shifting focus on content marketing. About 43% of marketers claim their 2021 content marketing budgets are higher than last year. Of these marketers, 66% expect a further increase in content marketing spend in 2022.
Brands today expect to leverage content marketing to primarily boost brand awareness. 80% of marketers claimed content marketing helped them build brand credibility, while 70% of respondents said content marketing helped educate their audiences.
Among areas of investment in the coming year, video is projected to command most of the content marketing budget. Events, owned-media assets and paid media follow video. In the last 12 months, virtual events, webinars and online courses produced the best results for 58% of the respondents, followed by Research reports (48%) and short articles (48%).
[8 minute read]