During a 2024 survey among business-to-business (B2B) marketers worldwide (but predominantly based in North America), approximately ** percent reported having a documented content strategy. A year earlier, the share stood at ** percent. According to the same study, LinkedIn and Facebook ranked among the most valuable social media platforms for B2B content marketers.

As of August 2024, approximately ** percent of business-to-business (B2B) content marketers surveyed worldwide (but predominantly based in North America) said their organizations used social media platforms organically to distribute content during the 12 months preceding the survey. A blog on a corporate website and an email newsletter followed, respectively, mentioned by ** and ** percent of the participants. According to the same study, around ** percent of B2B marketers anticipated a rise in investments in AI-powered content optimization and creation.

A 2024 global survey asked business-to-business (B2B) content marketers to select up to three organic social media platforms delivering the best value for their organizations. Approximately ** percent chose ********. Facebook, Instagram, and YouTube rounded up the top four, selected by **, **, and ** percent, respectively.

As of August 2024, around one-third (or ** percent) of business-to-business (B2B) content marketers surveyed worldwide (but predominantly based in North America) said their organizations intended to raise content marketing budgets by between *** and **** percent in 2025, while ** percent of respondents stated they planned to increase them by over **** percent. Approximately ** percent expected budgets to remain the same, ***** percent predicted a decrease, and **** percent said they were unsure about such changes. According to the same study, social media and corporate blogs ranked among B2B content marketers' most used channels.

During a July 2022 survey among B2B marketers who used social media platforms for paid content promotion worldwide, ** percent of respondents stated that they made use of LinkedIn over the previous 12 months. Facebook was ranked second with ** percent of respondents, which was a drop of ** percentage points, compared to 2021, when ** percent stated using it.

During a November 2021 survey carried out among professionals involved in business-to-business (B2B) content marketing, ** percent stated that creating brand awareness was one of the goals they were pursuing with their content marketing activities. Building loyalty among existing customers was a target for ** percent of respondents.

As of August 2024, approximately*** percent of business-to-business (B2B) content marketers surveyed worldwide (but predominantly based in North America) said their organizations successfully created brand awareness with the help of content marketing during the 12 months preceding the survey. Generating demand or leads and nurturing subscribers, the audience, or leads followed, respectively mentioned by ** and ** percent of respondents. According to the same study, about ** percent of marketers expected increases in B2B content marketing budgets in 2025.

As of August 2024, approximately 82 percent of business-to-business (B2B) content marketers surveyed worldwide (but predominantly based in North America) listed understanding the audience among the leading factors contributing to content marketing's success. High-quality content and industry expertise followed, selected by 77 and 70 percent of respondents, respectively. According to the same study, B2B content marketers' leading paid content distribution channels included social media ads and search engine marketing (SEM).

During a 2024 survey among business-to-business (B2B) content marketers worldwide, approximately 81 percent reported using generative artificial intelligence (GenAI) tools. According to the same study, LinkedIn was the social media platform delivering the best value for enterprise B2B marketers worldwide.

As of August 2024, approximately 73 percent of business-to-business (B2B) content marketers surveyed worldwide (but predominantly based in North America) included social media advertising and promoted posts among their paid channels for content distribution. Search engine marketing (SEM) and pay-per-click (PPC) tactics followed, mentioned by 62 percent of respondents. According to the same study, B2B content marketers' top channels included organic social media and corporate blogs.

A survey conducted in 2024 in the United States shows what types of contents are the most compelling for the business to reach a decision when finalizing a purchase. Online reviews are the most impacting, at almost 13 percent, followed by supplier websites and industry forms at 9.5 percent each. Long form videos are the least compelling for the business when finalizing a purchase, at less than one percent.

As of August 2024, approximately 61 percent of business-to-business (B2B) content marketers surveyed worldwide (but predominantly based in North America) included video among the areas attracting more investments from their organizations in 2025 than in the previous year. Thought leadership ranked second, mentioned by 52 percent, while artificial intelligence (AI) for content optimization/performance and paid advertising tied for third, each cited by 40 percent of respondents. AI for content creation rounded out the top five, selected by 39 percent of the participants.

During an early 2023 survey conducted among business-to-business (B2B) marketers worldwide, ** percent of respondents said they were planning to adopt influencer marketing in the coming year. In-person events ranked first, with ** percent of respondents saying they were planning to use this channel in the near future.

During a 2024 global survey among business-to-business (B2B) content marketers at companies, ** percent of respondents said their organizations and marketing teams did not have guidelines in place for generative artificial intelligence (GenAI) tools. Another ** percent stated their organizations had such guidelines, while * percent were unsure.

During a 2024 survey of business-to-business (B2B) marketing leaders worldwide, paid media and creative development and production were the leading categories for budget allocation, cited by 23 and 21 percent of respondents, respectively. Events and sponsorships was the third leading category, cited by 18 percent of respondents.

In a survey of global B2B marketing professionals conducted in December 2018, **** percent of respondents said they commonly used web search to find content helpful in terms of making purchasing decisions. At the same time, ** percent of respondents indicated LinkedIn as a research and consumption channel for vendor content.

During a 2024 global survey among business-to-business (B2B) content marketers not using generative artificial intelligence (GenAI) at work, around 35 percent credited their decision to accuracy concerns. Approximately 28 percent mentioned corporate mandates, while 19 percent said they lacked an understanding of such tools. According to the same study, LinkedIn was the social media platform delivering the best value for enterprise B2B marketers worldwide.

In a 2018 survey of B2B marketing professionals worldwide, **** percent of respondents saw analyst reports as the preferable content source for their decision-making process. Research reports ranked second, being the preferred content source for ** percent of global marketers.

During a 2025 survey among marketers worldwide, approximately 67 percent reported plans to increase their use of YouTube for video marketing purposes in the near future. Similarly, 63 percent said they would use Instagram more for that purpose. According to the same study, increased exposure and traffic were the leading benefits of social media marketing worldwide.

In a December 2018 survey of global B2B marketing professionals, **** percent of respondents considered third party analysis as the most valuable content format for their decision-making process. Video content came a close second, being the preferred content format for ** percent of global marketers.