INTRODUCTION A Content Marketing Wish List: TIME TO FEED THE GIANT Welcome to the 13th Annual B2B Content Marketing Importance of B2B Content Marketing Benchmarks, Budgets, and Trends: Insights for 2023 in the Last Year report. ■ More important This edition of our report looks back on the last 12 months ■ Less important and includes expectations for 2023. 25% ■ About the same Last year’s theme, The Sleeping Giant Awakes, explored 71% Content Marketing Institute/MarketingProfs how the pandemic changed the way organizations perceive 4% Base: Content marketers. 13th Annual Content Marketing Survey: content marketing. We found that content marketing took a Content Marketing Institute/MarketingProfs, July 2022 more prominent role as organizations lost the ability to meet face to face with prospects and customers. Has that momentum continued? Well, 71% of content marketers told us that content marketing has become more important to their organization over the last year. 33