66% of B2B marketers made short-term and long-term adjustments to content strategy amid COVID-19

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 03, 2020, 1:37 AM UTC

72% used paid content distribution channels in the last 12 months, as per MarketingProfs and Content Marketing Institute’s annual report.

With pandemic impacting B2B content marketing strategies, 66% marketers made both short-term and long-term adjustments to their content strategy. Of those polled, 70% changed their targeting and messaging strategy and 64% adjusted their editorial calendar.

However, 31% of B2B marketers re-evaluated their consumers' journeys and 30% increased time spent talking with customers. B2B marketers with successful content marketing in the past 12 months, credited the success to their content value (83%) and website changes (60%).

Social media advertising and promoted posts at 83% was the most used paid content distribution channel in the last 12 months. Content creation (70%) and website enhancements (66%) are the top areas companies would invest in, in 2021.

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