CONTENT CREATION & DISTRIBUTION Nearly three out of four marketers use email newsletters to distribute content. Most publish their newsletters themselves. Owned-Media Platforms B2B Marketers Used to How B2B Organizations Publish Distribute Content in Last 12 Months Their Email Newsletters Their organization’s website 90% ■ Blog 78% 15% We do it ourselves 2% (we have our own email list/provider) ■ Email newsletter 69% We publish a newsletter through a social platform (e.g., Twitter, LinkedIn) Email (other than newsletter) 67% ■ Both of the above In-person or digital events 54% 83% Microsite (e.g., resource center) 28% Their organization’s branded online community 26% Online learning platform 14% Content Marketing Institute/MarketingProfs Digital magazine 12% Base: Content marketers who publish email newsletters. 13th Annual Content Marketing Survey: Content Marketing Institute/ Separate content brand (e.g., website or digital magazine, 11% MarketingProfs, July 2022 either through acquisition or in-house development) Mobile app 9% Other 4% 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 16