In 2018, 84.0% of US companies with at least 100 employees and that distribute nonpromotional content for marketing purposes utilized digital content marketing. Adoption of digital content marketing hasn’t changed much in recent years. Among business-to-business (B2B) companies, adoption of digital content marketing in 2018 was slightly higher at 87%.
As noted in eMarketer’s 2018 B2B content marketing report, B2B firms rely on content marketing to drive leads and enable buyers to self-educate along the path to purchase. The most successful content marketing campaigns are integrated throughout the organization.
In a March 2018 survey by The Manifest of 501 US digital brand marketers, 22% of respondents said their content marketing improvement goals include more original content and visual components. Read the rest at eMarketer.