Each year we publish a series of core research reports that highlights the state of content marketing:
- B2B marketers in North America
- B2C marketers in North America
- Nonprofit marketers in North America
- For-profit marketers in Australia
- For-profit marketers in the United Kingdom
While you can read the individual findings at the links above, it’s useful to look at the trends and differences across each of these markets.
1. Content marketing adoption rate is declining (but this is a good thing)
Across every segment, the percentage of respondents who report using content marketing has declined. While this initially surprised our team, as we considered this further, we realized this is likely a positive sign as marketers are realizing that any content used to support marketing does not necessarily equate to content marketing.
