KEY TAKEAWAYS Nearly half of those surveyed think their In-person events are back. organization will hire or contract for In-person events came roaring up the list of content types content producers in 2023. used in the last 12 months, with 49% reporting they used in- Forty-seven percent of respondents told us they expect person events to get in front of their audiences versus only 19% their organization to hire or contract for content producers (understandably) the previous year. These events were also the in 2023 (e.g., writers, designers, videographers). This should content type marketers said produced the best results for their come as a relief to content marketers who are stretched too organization. Furthermore, 52% expect their organization’s thin. See page 10. investment in in-person events will increase in 2023 compared with their 2022 budget. See pages 14, 15, and 36. Marketers who differentiate their More marketers are using content cite three key things. online communities. Those who are excelling with content differentiation say they produce better quality content, cover topics/stories There was a slight uptick in those using their organization’s their competitors don’t, and actively promote their content. branded online community to distribute content over See page 13. the last 12 months (26% this year vs. 22% last year). Yet interestingly, social media/community building is the fifth highest area of B2B content marketing investment for 2023 (with 57% expecting investment in this area, compared with only 37% the previous year). See pages 16 and 40. 6