Most marketers report looking at their content marketing performance data on at least a weekly basis.
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2022 Business Video Completion Rates and Other Benchmarks
Completion rates fell for longer videos, but rose for shorter ones.
Senior Executives Weigh in on Thought Leadership
Senior business leaders’ preferred digital formats for thought leadership consumption are charts/data visualizations and social media posts.
B2B Buyers More Thoroughly Evaluating Purchases
Almost 4 in 10 are conducting a more detailed ROI analysis.
6 in 10 Marketers Believe Generative AI will Transform Their Roles
Generative AI is most widely believed to transform market data and performance data analyses.
Which Marketing Tactics Are in the Cards for B2B Firms Over the Next Year?
While relatively few B2B marketing leaders are currently using generative AI, that group expects to increase their use in the coming year.
B2B Marketers Outline Their Biggest Challenges
B2B marketers are having troubles identifying and targeting the right audiences for their marketing campaigns.
B2B Marketers Tout Social Media’s Influence in the Buyer Journey
Social media is perceived to be the most effective tactic for both top-of-funnel and bottom-of-funnel goals.
In Bid to Improve CX, B2B Marketers Look to Expand Their Retention Strategies
B2B marketers report being more focused on profitability than growth this year.
In-House Agencies Now “Firmly Entrenched”
Some 82% of ANA member marketers surveyed have an in-house agency, and the ANA forecasts this figure to peak at 85-90%.
Customer Marketing Is A Key Priority for B2B Marketers This Year
Most B2B marketers say they met or exceeded their growth targets last year, and appear primed to do so again this year.
Marketers Look to Improve Their Content Personalization Efforts
Most marketers and creatives in the Tech and Consumer Goods industries will be maintaining or increasing their content spend.
Inaccurate Information Roils B2B E-Commerce Sites
More than 9 in 10 B2B buyers encounter at least one reason that prevents them from placing orders online.
Advertisers Tout CTV’s Value Across the Funnel
About half are using CTV to achieve lower-funnel objectives.
Here’s How Social Media Marketers Spend Their Time
Social media marketers wish they had more time to respond to customers and to engage in strategic planning.
Most B2B Tech Decision-Makers Are Sometimes Disappointed by the Value of Gated Content
The most commonly cited reason for being disappointed with B2B content is that it’s too general.
What Kinds of Personalized Experiences Do Consumers Want?
Personalized offers and discounts are the most appealing.
Most Enterprise Marketers Are Using AI in Their Email Campaigns
AI is being heralded for its potential use in content personalization.