Content Marketing: B2B sector study and review of successful strategies in 2021

Methodology & Demography

The 12th annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights 2022 report was produced by Content Marketing Institute (CMI) and MarketingProfs and sponsored by ON24.
The online survey, from which the results of this report were generated, was emailed to a sample of marketers using CMI and MarketingProfs lists.
A total of 1,275 recipients from around the world - representing a range of industries, functional areas and company sizes - completed the survey in July 2021.

This report presents the findings of the 810 respondents who indicated:
- Their organisation is a for-profit business, selling primarily products/services to businesses (B2B) or businesses and consumers (B2B+B2C)
- They are a content marketer, involved in the content marketing function and/or a person who is responsible for content marketing.

73% of B2B marketers have a content strategy

Of those who have a content marketing strategy, almost 20% feel that their strategy is extremely or very different.


B2B marketers' views on content marketing in their organisation

Most content marketers said that their organisations value creativity and craft in content creation and production.
Over the past year, many have been asked to do more with the same resources. Half of those surveyed said it had become increasingly difficult to capture the attention of their audience.


Evaluating the success of B2B content marketing last year

29% of respondents said that their organisation had been extremely or very successful in content marketing over the past 12 months.
The main contributing factor was the value provided by their content.

The size of the organisation had little impact on overall success. For example, 27% of those from small companies reported high levels of success, as did 30% of those from large companies.

evaluating content marketing success

Success factors in B2B content marketing last year

Most of these specialists (74%) stated that the value provided by their content was the main success factor.

content marketing success factors 39 / 5 000 Translation results content marketing success factors

Top 5 challenges when outsourcing B2B content marketing

top 5 content marketing outsourcing