Five things B2B content marketers are focusing on in 2022

The pandemic’s impact has reinforced the effectiveness of content marketing in helping to build brand awareness, generate trust and drive leads. In the last 12 months, 90% of respondents to the 12th Annual B2B Content Marketing Survey by Marketing Profs/Content Marketing Institute said they used short articles/posts for content marketing.

Two-thirds of the marketers surveyed said they expect their budgets to increase in 2022. So, where are their investment dollars going?

Here are the top five areas B2B content marketers are planning to focus on in 2022.


69% of marketers

Videos can tell powerful stories to engage audiences. According to Wyzowl, 68% of consumers would rather watch a video than read something to learn about products or services. Quick tips: Include captions and shorter is better. Verizon Media reports 92% of consumers view videos in silent mode. And WeVideo Inc. says videos of 15 seconds or less have a 37% higher chance of being shared.


61% of marketers

Digital, in-person and hybrid events can provide unique ways to connect. Digital events can increase your reach and provide on-demand viewing options. However, in-person events can generate anticipation and provide an exclusivity not easily duplicated on screen. In 2022, marketers are planning an increased mix of both. Of those surveyed, 52% expect their investment in in-person events to increase, while 39% say their spending for hybrid events will grow.


57% of marketers

Posting content on your website and social media channels can help you engage with target audiences. Consumers are likely to react positively to objective, meaningful and educational content that is both informative and compelling. If you’re writing a guest blog for another platform, be sure to request a link back to your website to help boost traffic.


55% of marketers

In 2022, mobile is expected to replace direct mail for the first time in the local marketplace. Mobile will become the top local paid media advertising platform, reports Forbes. Much of that paid advertising will promote posts on social media. Not surprising, as Hootsuite says marketers can reach more than 60% of all adults aged 13 and above outside of China using Facebook’s portfolio of platforms.


39% of marketers

Building a social media community can be a great way to nurture leads and receive candid feedback. The importance of engaging your audience on their preferred social media network accelerated last year. Encouraging employees to be proud of the company they work for and share corporate posts on their personal networks can also help build trust and promote brand awareness.

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Source: Stats from the 2022 B2B Content Marketing Report: Benchmarks, Budgets, and Trends and the Content Marketing Institute: B2B Content Marketing Insights for 2022