CONTENT CREATION & DISTRIBUTION The use of paid content distribution decreased to 67% from 81% the previous year. This suggests that B2B companies moved money from top-of-the-funnel paid awareness activities in the pandemic economy to mid-funnel awareness activities, lead generation, and direct advertising. Paid Content Distribution Channels B2B Marketers Used in Last 12 Months Social media advertising/promoted posts 85% Search engine marketing (SEM)/pay-per-click 72% Sponsorships (e.g., events, booths, workshops) 62% Native advertising/sponsored content 46% (not including social media platforms) Partner emails promoting our content 35% Other 3% 0 20 40 60 80 100 Content Marketing Institute/MarketingProfs Base: Content marketers whose organizations used paid Does Your Organization Use One or More Paid channels to distribute content in the last 12 months. Aided list; Content Distribution Channels multiple responses permitted. for Content Marketing? 13th Annual Content Marketing Survey: Content Marketing Institute/Marketing Profs, July 2022 ■ Yes 33% ■ No 67% 20