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Trends in B2B Marketing: 2021 annual report from CMI just released

Now in its 11th edition, the annual B2B Content Marketing report from the Content Marketing Institute details how marketers tackled 2020 in their content programs.

2020 has been quite the year so far. And it’s not over.

The Content Marketing Institute didn’t change course and recently released the 11th edition of their annual report on B2B content marketing (their B2C report is usually released a couple months later).

This has always been a key source of data, statistics and inspiration for me on how other marketers are building their programs, tactics and strategies.

It is filled with pages over pages of results from a large-scale survey they conducted with B2B marketers.

The questions are roughly the same every year, allowing us to see trends and changes over time, but for this year’s, they dedicated an entire section on how content marketers adjusted to the pandemic.

In one set of numbers, it is interesting to see how “over half changed targeting/messaging strategy (70%), adjusted their editorial calendars (64%), and/or changed their content distribution and promotion strategy (53%).”

This is also pretty much in line with what I have been hearing from attendees to masterclasses we give (in partnership with Infopresse).

Want to know how you compare to other marketing teams in terms of content? Want to see how large and small organizations structure their operations? This report is for you.