CONTENT CREATION & DISTRIBUTION Content marketers who want to differentiate their content should focus on quality and unique stories. Eighty-three percent of those who always/frequently differentiate their content said they do so by producing better quality content than their competitors. How B2B Marketers Differentiate Their How Often Do You Differentiate Your Content From the Competition Content From the Competition? Produce better quality content 83% 1% Cover topics/stories that our competitors aren’t covering 72% 8% ■ Always 23% ■ Frequently Actively promote the content we publish 50% ■ Sometimes (i.e., beyond publishing/distributing it) 27% 38% ■ Rarely Use formats they’re not using ■ Never Do a better job of distributing our content 33% 41% Produce more content 30% Other 3% 0 20 40 60 80 100 Content Marketing Institute/MarketingProfs Base: Content marketers who always/frequently differentiate their content from the competition. 13th Annual Content Marketing Survey: Content Marketing Institute/MarketingProfs, July 2022 13