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The Latest B2B Content Marketing Research: A #CMWorld Twitter Chat with Lisa Murton Beets

When it comes to work, I look forward to two times of year: Content Marketing World and the release of our B2B Content Marketing Research. (Don’t read too much into that. I enjoy my job year-round.)

One, Content Marketing World is amazing. If you haven’t signed up yet, you need to get on that. CMWorld is in one week!

Two, when it comes to the report, CMI Research Director Lisa Murton Beets digs deep into what our peers seeing, doing, and thinking. This year’s report is special because it looks at COVID-pivots and post-pandemic plans. Lisa uncovered significant patterns in content marketing and how they may shift our future outlook. We were thrilled she agreed to come on a recent #CMWorld Twitter chat to discuss what she found.

This post represents a very small selection of stats and findings. The complete report is on the CMI blog. Every tweet from the chat is included in our Twitter Moments – Part 1 and Part 2.


Did you make adjustments to your content marketing strategy in response to COVID-19? What were they and do you expect the changes to stay in effect post-pandemic?

Over the last 12 months, 54% of respondents said their organizations had been moderately successful with content marketing. What factors can contribute to that success? What should marketers focus on to grow their efforts?

70% of marketers report they plan to invest in content creation in 2021. In what areas (website enhancements, social media, etc.) do you think you’ll budget for in the next year?

Take a look at the numbers yourself. Download the B2B Content Marketing Benchmarks, Budgets, and Trends: Insights for 2021 report, produced with MarketingProfs and sponsored by ON24.

Use these insights plus the knowledge you gain at Content Marketing World to start your 2021 planning. With 100+ inspiring speakers and plenty of networking opportunities, your strategy will be set up for success. The conference takes place in one week. Secure your All-Access Pass now!


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