91% of B2B businesses use content to boost awareness

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 09, 2022, 10:00 AM GMT+0

A survey of over 800 content marketers by Parse.ly reveals 69% use video content to drive engagement.

With nearly 80% of companies having content teams of 10 or fewer, many businesses maintain small in-house writing teams. However, 52% expect to expand the number of content creators, and 66% intend to boost content output.

Content is used by 91% of B2B enterprises to increase brand awareness, drive leads and demand (85%), and build credibility (81%). B2C brands leverage content to boost awareness and educate consumers, at 84% and 78% respectively. Most content marketers believe blogs are the most consumable and searchable content formats.

When it comes to engaging audiences, 88% prioritise social media, followed by email newsletters (78%). Owned channels like websites and social media are among popular distribution channels. Also, brands (49%) struggle to understand their content performance.

Discover the top organisations in your market and industry that have customers buzzing using YouGov BrandRankings.

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