Ten Fold

Content remains king, with social media and video at the top of the list, according to a new study that 10Fold commissioned from Sapio Research.

“The Role of Content in 2022 for B2B Technology Sector Marketing” polled close to 500 marketing executives at B2B or B2B & B2C tech companies in the US, Canada, France, Germany and the UK, and found that the appetite for content is on the rise.

Nearly 30 percent of respondents said that they build content at least once a day. Most of them are also increasing the amount of content they produce. More than a third (37 percent) said they are producing one to two times more content now than they did in 2021, with 29 percent registering an uptick of three to five times as much and four percent saying they are cranking out 10 times as much content as they did last year.

“The Role of Content in 2022 for B2B Technology Sector Marketing” study commissioned from Sapio Research

That increased volume is reflected in the amount of money companies are willing to spend on their content efforts. Over nine out of 10 companies (92 percent) that are ramping up content production are also increasing their budgets to accommodate that change. In addition, slightly more than half (51 percent) are farming out half or more of their content production to third parties, with only five percent saying that create all of their content in-house.

More than half (55 percent) said that they placed a premium on social media when it comes to content initiatives. Videos came in second at 49 percent, with research reports (32 percent), newsletters and case studies (both at 30 percent) following. Contributed articles (14 percent) and white papers (14 percent) were at the bottom of the list.

When it comes to gauging the success of content efforts, Google Analytics emerged as the top method, at 63 percent. Feedback from sales teams registered at 57 percent, and website and CRM tools were used by 54 percent.