METRICS & GOALS Content marketing is a proven strategy for creating brand awareness, building trust, and educating audiences. As we’ve found in past years, B2B marketers say the top three goals content marketing helps them achieve are creating brand awareness, building credibility/trust, and educating the audience. Goals B2B Marketers Have Achieved by Using Content Marketing Successfully in Last 12 Months All Respondents As Reported One Year Ago Create brand awareness 83% 80% Build/grow credibility/trust 77% 75% Educate audience(s) 72% 70% Build/grow loyalty with existing clients/customers 63% 60% Generate demand/leads 67% 60% Nurture subscribers/audiences/leads 54% 49% Drive attendance to one or more in-person or virtual events 49% 47% Generate sales/revenue 42% 42% Support the launch of a new product 42% 42% Build/grow a subscribed audience 44% 37% None of the above 2% 2% Content Marketing Institute/MarketingProfs Base: Content marketers. Aided list; multiple responses permitted. 13th Annual Content Marketing Survey: Content Marketing Institute/Marketing Profs, July 2022 32