LOOKING FORWARD Investment in video will continue to grow. Seventy-eight percent of content marketers said their organization will invest/continue to invest in video in 2023, up from 69% the previous year. We also saw notable increases in those planning to invest in: ▶Owned-media assets (69% vs. 57% the previous year) ▶Social media/community building (57% compared with 39% the previous year) Areas of B2B Content Marketing Investment in 2023 Video 78% Owned-media assets 69% Events (digital, in-person, hybrid) 60% Paid media 59% Social media/community building 57% Earned media 43% Getting to know audiences better 33% User experience (UX) design 27% Audio content 24% Content technologies 19% 0 20 40 60 80 Content Marketing Institute/MarketingProfs Base: Content marketers who measure content performance. Aided list; up to seven responses permitted. 13th Annual Content Marketing Survey: Content Marketing Institute/Marketing Profs, July 2022 40