92% of Marketing Leaders Report Content Budget Increases; 46% Will Spend $500,000 or More in 2024 Based on New International Study
June 27 2024 - 10:00AM
Business Wire
10Fold Report ‘The Engagement Equation’ Finds
Marketers are Delivering 3 to 5 Times More Content in 2024
10Fold, a leading B2B tech communications and content agency,
today announced the findings of its 2024 B2B Marketing Report, "The
Engagement Equation: How B2B Tech Marketers Are Creating and
Delivering Content That Captivates in 2024." This report is based
on a survey 10Fold commissioned with Sapio Research to conduct with
450 marketing decision makers located in five countries on two
continents about how they are planning, developing and measuring
content in 2024. The report sheds light on the evolving landscape
of B2B and B2B2C marketing, and how content has become a central
driver of sales success. With its ability to generate qualified
leads and influence buyer decisions, content is an increasingly
prominent aspect of B2B and B2B2C marketing strategies.
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Amid tech layoffs, content creation
budgets soar. (Graphic: Business Wire)
Key Findings:
- Content Groups Get a Budget Boost: 91% of B2B and B2B2C
marketing leaders report annual budget increases. Forty-six percent
of marketing leaders have a content budget between $500,000 to $5
million for content production and distribution in 2024. Twenty
percent reported having a budget between $500,000 and $999,999 for
content in 2024.
- A Lot More Content: 40% of marketing executives expect
to produce three to five times more content than last year, with
48% publishing content daily.
- AI Adoption: 81% of marketers reported using AI to
streamline content creation.
- External Support: 93% of execs leverage third parties to
create and distribute content.
- Social Posts and Video Steal the Show: Marketing
executives ranked social posts and videos as their top format
priorities for content in 2024.
- Marketing Turns to Data-Driven Evaluation: In 2024,
marketing leaders are using tools like web analytics and CRM
software to evaluate the content (over sales opinion, etc.) and
trigger content creation decisions.
“The marketing leaders we engaged through Sapio Research have
clearly dedicated substantial budgets and resources to their
content strategies,” said Susan Thomas, CEO of 10Fold
Communications. “Our year-over-year data shows a strong trend:
marketers are not only open to adopting new technologies and
innovative approaches but are also willing to overhaul their entire
strategies, processes, and content formats. This commitment is
driven by the goal to produce high-quality content that truly
resonates with and reaches their target customer profiles.”
Marketers Scale Budgets to Fuel Content Boom
Marketers acknowledge the vital role of content marketing and
are increasing budgets to fuel its growth. When asked about
increasing budgets, the majority (91%) have boosted their budgets,
and 46% are investing at least $500,000 annually. This financial
commitment aligns with the global trend of heightened content
creation, as 92% of marketers report producing more content
compared to the previous year. Nearly 40% have increased their
output by three to five times.
AI and External Resources Fuel Content Boom
When questioned about using AI for content creation, 81% of
marketers confirmed using AI (36% frequently, 45% occasionally).
Only 19% said they rarely (15%) or never (4%) used AI for content
creation. Another content efficiency boost in content creation and
delivery was the use of third parties such as agencies and
contractors – with 93% of marketing leaders using third-party
resources. Thirty-one percent of companies outsource 50% to 74% of
their content development and 53% of companies outsource 50% to
100% of their content development – adding capacity and speed to
their content development capabilities.
The Power Couple: Social Media and Video
Social media content tops the list of preferred content
preferences with 46% of marketing leaders prioritizing this content
format for 2024, with video a close second (41%). For marketers
with budgetary constraints, social media offers a cost-effective
approach to scaling content and aligns with growing audience
preference for shorter formats – compared to resource-intensive,
longer formats like eBooks and white papers (used by less than 15%
of marketers).
Data-Driven Content: Leveraging Analytics
The marketing landscape is saturated with content, placing
immense pressure on generating marketing qualified leads (MQLs).
Nearly half (48%) of global companies are now making content
creation a part of their routine. Notably, this trend is especially
prominent among B2B organizations (37%) and those with larger
budgets. While Google Analytics remains the primary tool (42%) for
measuring content effectiveness, other website and CRM tools are a
strong second (36%). Interestingly, these same website analytics
combined with research, trigger decisions for new content for at
least 50% of marketers making content decisions.
To view the full findings of The Engagement Equation: How B2B
Tech Marketers Are Creating and Delivering Content That Captivates
in 2024, please visit:
https://info.10fold.com/content-digital-survey
Research Methodology
10Fold engaged Sapio Research to deploy an online survey to
marketing executives with decision-making and budget authority
within B2B or B2B2C technology companies in the United States,
Canada, France, Germany and the United Kingdom. In all, 450
marketing executives completed the survey and the results are
accurate to a +/- of 4.6% at a 95% in 100% confidence limit
assuming a result of .05%.
About 10Fold Communications
10Fold is a leading North American integrated communications
agency designed to create thought leadership and build brand value
for B2B ‘Deep Tech’ companies. Our agency is headquartered in San
Francisco, with regional offices in Walnut Creek and San Diego,
California; Austin, Texas; and Boston, Massachusetts. Our
award-winning, highly specialized account teams consist of
multi-year public relations veterans, broadcasters and former
journalists who have been recognized nationally for media and
analyst relations, written and video content, messaging, social
media and paid digital services. For more information, please visit
www.10fold.com and follow us on X and LinkedIn.
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Kendra Dorr 603-571-8119 Kdorr@10Fold.com