CONTENT MANAGEMENT & OPERATIONS The use of technologies remained steady over the last year, with three notable exceptions. The use of: ▶Social media publishing/analytics decreased to 71% from 80% the previous year. ▶Content creation/calendaring/collaboration/workflow tools decreased to 65% from 73% the previous year. ▶Email marketing software decreased to 68% from 75% the previous year. Technologies B2B Organizations Use to Manage Content Analytics tools (e.g., web analytics, dashboards) 84% Social media publishing/analytics 71% Email marketing software 68% Content creation/calendaring/collaboration/workflow 65% Customer relationship management (CRM) system 51% Content management system (CMS) 50% Marketing automation system (MAS) 32% Sales enablement platform 17% Digital asset management (DAM) system 15% Content distribution platform 14% Content performance/recommendation tools 12% Other 2% 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 25