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.

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) listed understanding the audience among the leading factors contributing to content marketing's success. High-quality content and industry expertise followed, selected by ** and ** 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).

As of August 2024, approximately ** 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 ** percent, while artificial intelligence (AI) for content optimization/performance and paid advertising tied for third, each cited by ** percent of respondents. AI for content creation rounded out the top five, selected by ** percent of the participants.

During a 2023 global survey among business-to-business (B2B) marketers, ** percent reported using conversions to measure the performance of their content marketing efforts. Email engagement and website traffic tied in second place, each mentioned by ** percent of respondents as key performance indicators (KPIs) in B2B content marketing. According to the same study, brand awareness and lead generation were the leading goals achieved through content marketing among B2B marketers worldwide.

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.

As of August 2024, approximately ** 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 ** percent of respondents. According to the same study, B2B content marketers' top channels included organic social media and corporate blogs.

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 2023 survey among business-to-business (B2B) content marketers worldwide, approximately ** percent reported using generative artificial intelligence (AI) tools. Among respondents at enterprises with at least one thousand employees, the share stood at ** percent. According to the same study, LinkedIn was the social media platform delivering the best value for enterprise B2B marketers worldwide.

During a November 2021 survey carried out among professionals involved in business-to-business (B2B) content marketing, 91 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 44 percent of respondents.

During a July 2021 survey among B2B marketers in worldwide, ** percent of respondents said their B2B content marketing was handled by a centralized content marketing group that works with multiple brands/product lines throughout the organization. More than half of respondents said their B2B content marketing was handled by a small or one-person team serving the whole organization.

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.

During a July 2021 survey among B2B marketers worldwide, ** percent of respondents said changes to search engine optimization (SEO) and search algorithms were areas that would be most important between 2021 and 2022. Data management and analytics were cited as most important area by ** percent of respondents, while ** percent cited content marketing as a revenue center.

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.

During a 2023 global survey among business-to-business (B2B) content marketers at companies employing at least ************ people and not using generative artificial intelligence (AI) at work, around ** percent credited their decision to accuracy concerns. Approximately ** percent mentioned corporate mandates, while ** 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 2023 survey among business-to-business (B2B) content marketers at companies employing at least 1,000 people worldwide, around ** percent reported using generative artificial intelligence (AI) for brainstorming new topics. Approximately ** percent utilized it for researching headlines and keywords, while ** percent refrained from adopting generative AI. According to the same study, LinkedIn was the social media platform delivering the best value for enterprise B2B marketers 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.

During a global 2025 survey, approximately 90 percent of responding business-to-consumer (B2C) marketers reported using Facebook for marketing purposes, making it the most used social media platform within that segment. Among responding business-to-business (B2B) marketers, LinkedIn ranked first, mentioned by 87 percent. According to the same study, increased exposure and traffic were the leading benefits of social media marketing worldwide.

During a 2023 global survey among business-to-business (B2B) content marketers at companies employing at least one thousand people, over half – or 52 percent – said their organizations did not have guidelines in place for generative artificial intelligence (AI) tools. More than one-third (36 percent) stated their employers had such guidelines, while 12 percent were unsure. According to the same study, LinkedIn was the social media platform delivering the best value for enterprise B2B content marketers worldwide.