B2B companies set to up investment into content marketing budgets

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 13, 2021, 5:41 PM GMT+0

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%).

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