Most B2B marketers expect to ramp up their production of social media, website, and video content in the next 12 months, according to recent research from Walker Sands.
The report was based on data from a survey conducted in January 2019 among 300 B2B marketers with active roles in their company's current content programs. Some 51% of respondents hold titles of VP or more senior, and 49% hold titles of director or less senior.
Nearly two-thirds (72%) of the B2B marketers surveyed say their organization plans to produce more social media content in the next 12 months compared with the previous 12 months.
Some 65% plan to produce more website content, and 63% plan to produce more video content.
Respondents say the type of video/multimedia content that will have the greatest impact on their marketing efforts in the next 12 months is produced video (31% cite it as having a significant effect).
There is a significant gap between very senior marketers and less senior marketers with regard to how bullish respondents are about some content types. For example, only 62% of VPs and more senior marketers say their organization plans to produce more social media content in the year ahead, compared with 81% of directors and those less senior.
About the research: The report was based on data from a survey conducted in January 2019 among 300 B2B marketers with active roles in their companies' current content programs. Some 51% of respondents hold titles of VP or higher, and 49% hold titles of director or lower.
