CONTENT CREATION & DISTRIBUTION With in-person events back in swing, more marketers are speaking and presenting. More marketers are writing guest posts, too. ▶Speaking increased to 64% from 52% the previous year. ▶Guest posts increased to 50% from 43% the previous year. Organic (Nonpaid) Platforms B2B Marketers Used to Distribute Content in Last 12 Months Social media platforms 95% Speaking/presenting at events 64% Media/public relations 56% Guest posts/articles in third-party publications 50% Guest spots on podcasts, live video, etc. 37% Influencer partnerships 20% Listening platforms (e.g., social audio, 10% Audible, Apple Podcasts) SMS/text messages 6% None of the above 14% 0 20 40 60 80 100 Content Marketing Institute/MarketingProfs Base: Content marketers. Aided list; multiple responses permitted. 13th Annual Content Marketing Survey: Content Marketing Institute/MarketingProfs, July 2022 17