Do you want to execute a successful content marketing strategy for your company? Then you need to know current content marketing data and predictive statistics for the next years. We gathered the main data for B2B and B2C marketers based on the Statista's "Content Marketing Trends Report 2022."

1. B2B and B2C
Content
Marketing
Trends to Look
for in 2023
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2. 97% of companies have a content
marketing strategy. That fact only
proves content marketing to be an
essential part of doing and growing a
business.
On top of that, approximately 50% of
businesses plan to increase their
content marketing budgets. With that
in mind, we decided to analyze B2C and
B2B content marketing data to help you
understand the tendencies better.

3. B2B and B2C companies desire to
publish more content
71% of B2B firms said yes,
61% of B2C firms said yes.
39% of B2B and 46% of B2C published content
several times last year. This year 3 out of 4 B2B
firms want to produce even more content. In
fact, answering the question “Would you like to
publish content more frequently?”
N.B. If you also plan to grow the quantity of your
content, always pay attention to its quality.
Google specifically wants to see people-first,
useful, and unique content.
Tricking the system by producing 100% AI-
created articles won’t work.

4. Before you try growing content-producing
capacities, look at burdens that keep companies
from creating more pieces.
Only if you can overcome these complications
effectively and without using quality, grow
your content production.
You still have to be precise with the AI tools. Yet,
you can use some of them to fine-tune some
processes (e.g., creating headlines or outlines for
articles, making drafts for social media posts,
etc.).
79% 49% 40% 28%
67% 43% 48% 27%
What is lacking in your company such that your desire for a
higher frequency of content publication cannot be realized?
B2B
B2C
Time
resources
Expertise
resources
Financial
resources
Technical
resources

5. Companies want to increase their
content marketing budgets
47% of B2C and 43% of B2B
companies increased their
budgets. Most probably the same
tendency will remain true in 2023.
Of course, taking into account
technology growth marketing and
its applications and strategies will
change.
Overall, by 2026 the content
marketing industry revenue is
projected to be around $130+
billion dollars.
How is your content marketing budget expected to change in 2022?
B2B B2C
Significantly increase Tend to increase Remain the same Tend to decrease I don’t know
50
40
30
20
10
0
16%
18%
43%
47%
30%
26%
3% 3%
8%
6%

6. B2C and B2B prefer to distribute
content via owned media
A jaw-dropping 77% of B2B
and 70% of B2C companies
like to deal with their own
sources of content
distribution.
That said most businesses
prefer to distribute content via
the company’s blog, social
media accounts, email
campaigns, etc.
Which channels are the most important for you for distributing your
content to your target groups?
B2B B2C
Paid
media 17%
Owned
media 70%
Earned
media 13%
Paid
media 9%
Earned
media 13%
Owned
media 77%

7. But let’s break down the media usage in more detail. Both B2C and B2B choose social media as their preferred
channel.
And that’s no wonder! There are 4.67 billion active social media users. That means companies have high chances of
reaching their potential customers.
Moreover, social media allows for sharing information promptly, getting in touch with customers easily, and receiving
mentions, reshares, etc., from the audience.
Which of the channels below do you use for your content marketing?
54%
B2B 93% 41% 62% 14%
93%
32% 86% 34% 59% 10%
93%
B2C
Social media Corporate blog Own website Separate content pages Newsletter Audio platforms

8. Statista has highlighted the 11
most popular content formats
marketers prefer to use. But, of
course, commonly used types of
content among B2C and B2B
companies are different.
B2C marketers prefer video
formats, while B2B specialists
go for text-based formats.
Also, we recommend ​
​
using the
latest approaches and
technologies. That’s why keep an
eye on IoT, immersive
commerce, and the metaverse
to build the most effective
content strategy.
The most popular content formats
among B2B and B2C companies
B2B B2C
0% 25% 50% 75%
Infographics
Interactive websites
Studies
Text-based formats
Presentations
Videos
Webinars/Webcasts
Whitepapers
Audio formats
Image-based formats
GIFs
Which formats do you currently use online for your content marketing?

9. How companies measure content
marketing success
84% brand awareness creation,
78% audience education,
73% credibility and trust building,
60% lead generation,
60% building loyalty with existing
customers.
More companies are starting to take good
care of their marketing results. And that’s
inspiring. For now, 51% of B2B and 47% of
B2C firms use a specific approach to
measuring the success of their content
marketing activities.
It is a smart approach to define marketing
based on the company’s goals. For example,
the leading goals of B2C companies in 2022
were:
Do you have a specific approach to measuring the success of your
content marketing activities (e.g. clearly defined communication
goals, responsibilities, budgets)?
32% 51% 17%
37% 48% 15%
B2B
B2C
Yes No
Working on it / planning it

10. But what tools do professionals use to evaluate content marketing efforts?
The majority of marketers put trust in web analytics tools and social media monitoring and measuring.
Besides, marketers have certain KPIs to confirm campaign success. For instance, B2B and B2C marketers still use
website traffic as their main KPI (72% and 73%, respectively). Also, 71% of B2B and 77% of B2C companies use
social media analytics to track progress.
Which of the tools below do you use at least occasionally to measure
the success of and/or optimise your content marketing?
38%
B2B 61% 24% 42% 16%
84%
48% 78% 29% 38% 30%
83%
B2C
Web analytics tool Surveys of own users
Social media
monitoring &
metrics
Social media listening
Technical
measurement via
ad servers or
engagement
tracking
Commissioning
of market
research surveys

11. 24% of B2B and 29% of B2C
companies connect their commerce
conversions with the content
marketing effort. Well, that’s not
what we expected to see as we trust
in content marketing power.
Nevertheless, the latest data shows that B2B and B2C
marketers benefit from employing content
marketing.
We believe that new technology development can
give content marketing and its strategies a second
wind.

12. You can still grow your business by
increasing its brand awareness via a
tested approach called guest
posting. And that is what Adsy is
good at.
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