November 3

Industry News: B2B Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022

By Isabel Roco

November 3, 2021


Content marketing has been a critical part of the marketing mix especially during the pandemic. What will 2022 look like? This Content Marketing Institute report details benchmarks, budgets, and trends to help you plan for 2022.

Key takeaways:

Content marketing spending will continue to increase in 2022

– Top areas of content marketing investment in 2022 include video, events (digital, in-person, hybrid), owned-media assets, and paid media.

– Digital events are the best performer of the B2B content assets in the last 12 months. This is followed by research reports, short articles and posts with less than 3,000 words, eBooks/white papers, and case studies.

– B2B organizations will continue to invest in in-person and hybrid events. In fact, 52% of marketers expect in-person spending to increase and 39% expect hybrid events will go higher.

– Unfortunately, the increase in work doesn’t equate to a bigger team. Two-thirds of marketers surveyed said their team had to do more with the same amount of resources.

– Half of marketers outsource some content marketing, with large companies outsourcing the most.

– Outsourcing budget issue is not as big of a concern as the previous year.

– Marketers have used content marketing successfully in the areas of creating brand awareness, building credibility/trust, and educating the audience, among many others.

– The pandemic emphasized the need for marketers to be empathetic. This is also a key factor in building trust.

You can download the full report here. Do you need help with content marketing or planning your overall marketing strategy for 2022? We would love to partner up with you. Schedule your free Discovery Call.

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