B2B Content Marketers Are Inspired By Research, Data
B2B tech firms are significantly increasing their content marketing efforts, with 91% reporting higher content budgets and 92% producing more content than before, according to a recent 10Fold report. To support these efforts, 81% of marketers frequently or occasionally use artificial intelligence (AI) for content creation, reinforcing AI’s growing role in B2B marketing. Additionally, 57% of companies plan to outsource at least half of their content creation, and 82% report that externally created content meets or exceeds quality expectations.
Content creation is becoming more data-driven, with 50% of marketers basing their content on website analytics and research. Other major triggers for content development include requests from public relations and field marketing teams (41%), regional sales teams (39%), and structured content calendars aligned with product launches (39%). While fewer companies (36%) use real-time insights through internet monitoring software, this approach is more common (50%) among larger firms with annual revenues of $100-500 million.
Social media content and video are the primary formats experiencing growth, reflecting the increasing preference for visual and interactive content. Meanwhile, Google Analytics remains the most widely used tool for measuring content impact, particularly by tracking visitor engagement and length of stay on web pages. Additionally, US-based marketers are the most likely to hire agencies and staff for content creation, further emphasizing the industry's growing investment in high-quality content production.
Given these trends, B2B marketers should focus on leveraging AI for efficiency, outsourcing content when necessary, and making data-driven decisions to maximize content effectiveness. Investing in video and social media content, refining measurement strategies, and aligning content with customer and sales team needs will be crucial for sustained success.
Key Actionable Takeaways:
Leverage AI for Content Creation – With 81% of marketers using AI, explore AI tools to enhance efficiency and content quality.
Outsource Content Production When Needed – Since 57% outsource at least half of their content, consider external agencies or freelancers to scale efforts effectively.
Use Data & Analytics to Guide Content Strategy – Half of marketers rely on research and website analytics—ensure data informs your content decisions.
Align Content with Sales & PR Needs – Create content that supports sales teams, field marketing, and PR efforts to drive engagement and conversions.
Invest Heavily in Social Media & Video Content – These are the fastest-growing content formats, so prioritize them in your strategy.
Adopt Real-Time Monitoring for Deeper Insights – Larger firms are increasingly using internet monitoring tools to track conversions—consider integrating these solutions.
Expand Internal & External Content Teams – If scaling up, hire additional staff or work with agencies to maintain high content quality.
Use Google Analytics for Performance Tracking – Track engagement metrics like time on page to measure content effectiveness and optimize accordingly.
Develop Content Calendars Aligned with Product Launches – Ensure content creation maps to key business events for maximum impact.
Optimize Content for Global Markets – With international participation in the study, adapt content for different regions to enhance global engagement.
