Marketers (66%) expect their digital marketing budgets to surge from 2021, according to the Content Marketing Institute’s report.
Most companies had to adapt their tone and context of content to meet the changing needs of their customers amid COVID-19, focusing more on helpfulness and kindness. 87% of businesses put their customers' needs ahead of their promotional activities, as per the report.
Analytics tools at 83% are the most used tech by B2B companies to optimise content marketing efforts, followed by social media publishing/analytics (80%). However, 50% of those that used collaboration and workflow tools considered their content marketing to be “unsuccessful”.
Virtual events/webinars/online courses, research reports, and short articles were the best performing content assets in the past 12 months. In addition, social networking platforms like LinkedIn and Facebook are preferred among B2B marketers for content distribution.
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