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.
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