72% of B2C marketers plan to invest in videos in 2022

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 27, 2022, 2:01 AM GMT+0

A report by Content Marketing Institute and MarketingProfs highlights content marketing challenges and insights.

Only 26% of B2C marketers considered their content marketing to be “extremely” or “very successful” in 2021. According to 79% of B2C marketers, their content marketing strategies have shifted somewhat, with 20% planning to execute new strategies that are highly different.

According to 83% of B2C marketers, short articles/posts were the most used and developed content assets in the last 12 months, followed by videos (61%). In 2022, 72% of marketers expect to invest in videos, followed by paid advertising at 51%.

78% of B2C marketers plan to promote their content via paid channels. Top paid channels used by marketers include social media ads/promoted posts, search engines/pay-per-click, and sponsorships. When it came to content challenges, 42% struggle to create appealing content for different audience segments.

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