The study was presented at the 13th annual Content Marketing Institute/MarketingProfs B2B Content Marketing Benchmarks, Budgets, and Trends: Insights for 2023
The pandemic propelled content marketing into a more prominent role when companies could not meet with customers or prospects directly. Despite this trend continuing in 2022, marketers are still facing resource shortages, and most B2B organisations in North American markets lack the technology for full-scale content marketing.
Most content marketers (71%) claim that content has become more critical to organisations over the last year. But only 29% of those surveyed consider these initiatives highly successful, as they lack the resources to improve performance.
But marketers remain positive about the overall outlook on the future of content marketing. Around half the respondents expect their organisations to hire content producers in 2023 and increase the content budget.
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