The newly launched 11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends report options how content material entrepreneurs in North America have been adapting to situations that the COVID-19 pandemic has compelled on companies and entrepreneurs.

Totally 94% of content material entrepreneurs reported that their organizations have adjusted their content material advertising and marketing technique due to the pandemic.

Requested to look again over the past 12 months as an entire, 31% of content material entrepreneurs mentioned their group had been “extraordinarily” or “very” profitable with content material advertising and marketing, and 83% of them attributed that success to the “worth our content material gives.”

Once more produced by MarketingProfs and Content Marketing Institute, and this 12 months sponsored by ON24, the annual report once more presents insights into B2B content material advertising and marketing benchmarks, budgets, and tendencies.


As in earlier years, the examine finds that having a documented content material advertising and marketing technique units aside high performers from their friends:

The next are some highlights of the examine’s pandemic-related findings:

  • 86% of respondent content material entrepreneurs mentioned their group pivoted rapidly, and 80% mentioned they thought the modifications had been efficient.
  • 86% anticipated among the modifications to remain in impact for the foreseeable future.
  • Of the 79% who’ve a content material advertising and marketing technique, 70% made main or average changes to their technique due to the pandemic.
  • 70% modified their concentrating on/messaging technique, 64% adjusted their editorial calendars, and 53% modified their content material distribution and promotion technique.
  • Among the many high 5 areas of content material advertising and marketing that respondent mentioned their firms would put money into throughout 2021, 70% chosen “content material creation” and 66% chosen “web site enhancements.”

Under are chosen charts displaying findings from the assorted chapters of the present 12 months’s B2B content material advertising and marketing report.

Pandemic Response & Content material Advertising Success


Content material Advertising Staff Construction & Outsourcing

Content material Creation & Distribution

Content material varieties used:

Natural content material distribution channels:

Content material Advertising Metrics & Objectives

Content material Advertising Budgets & Spending

Content material Advertising Insights for 2021

Full Report:

Concerning the examine: The net survey from which the outcomes of this report had been generated was emailed to a pattern of entrepreneurs utilizing lists from CMI and MarketingProfs. A complete of 1,707 recipients from across the globe—representing a full vary of industries, useful areas, and firm sizes—replied to the survey throughout July 2020. This report presents the findings from 740 respondents primarily based in North America.