Companies prefer to have an in-house content team. In 2020, there was a 10% drop in companies outsourcing their content marketing needs, suggesting that companies increasingly prefer to create their content in-house. Of the roles that are outsourced, the most in-demand are creatives (writers, designers, and video animators).
Companies are increasing their content marketing budgets. To achieve their content marketing goals, companies are increasing their spending and expect this to continue in 2021. As an indicator, 47% of respondents $10,000 on their annual content marketing efforts compared to 38% in 2019.
Teams are using more technology than ever before. Content teams continue to rely heavily on technology and software in their approaches, with a significant increase in analytics software, scheduling and management systems, and automation tools. Unsurprisingly, given the pandemic, there has also been a large increase in team collaboration software.
Blog articles remain the most popular form of content. Blog posts taiyuan mobile database continue to be very popular, reflecting most businesses’ intention to generate leads and attract organic traffic. That said, emails, ebooks, and white papers are still popular, especially at the bottom of the funnel.
Methodology
Content Marketing Survey
To get the most complete picture possible, we asked over 1,500 marketing agencies, B2B and B2C companies, nonprofits, and other businesses to share with us the role content marketing and its strategies play in their daily operations.
We have also expanded our 2019 survey, in order to collect more detailed data and reflect various developments and trends within the industry. Due to the additional questions, this means that in some cases we will not provide a direct comparison between results.