What's happening in content marketing?
For starters, an overwhelming percentage of companies is doing content marketing. We know this from the annual research that Content Marketing Institute, MarketingProfs, and their partners conduct for both B2B and B2C, and present annually as Benchmarks, Budgets, and Trends.
Thanks to the same research, we also know companies are pursuing content marketing more voraciously than years past: 76% of B2B and 77% of B2C marketers are creating more content than they did a year ago.
Half of all marketers will increase spending. The average number of tactics (or types of content) used by B2Bs is 13. B2Cs average 12.