A sound strategy can contribute to an effective way of working, even if the amount of work increases. Working strategically and structurally ensures a clear picture of all activities. As a B2B content marketer, it helps you get the results you want faster. In addition, the implementation of the team structure is very important. Investments in the well-being, talents and passions of team members can also significantly increase productivity. Think, for example, of creating a confidential corporate culture or a personal development budget.

Also read:  Attention B2B marketers: these will be the trends for 2022

More budget for content marketing

43% of respondents familiar with their company’s content Sales Marketing Directors, Managers Email Lists marketing budget say their 2021 budget has increased compared to 2020. In addition, 66% expect their content marketing budget to be higher by the end of 2022 compared to their 2021 budget.

Sales Marketing Directors Managers Email Lists

Respondents indicated in which areas of content marketing they expect their organizations to invest in 2022. The top four answers are:

  1. Videos (69%)
  2. Events (61%)
  3. Own media (57%)
  4. Paid media (55%)

Virtual events and webinars delivered the best results in the past 12 months (58%). Investment in events is expected to increase in 2022. 25% say they expect to invest more in physical events, 39% in hybrid events and 33% in digital events. As part of your content marketing strategy, you can tell the story of your event through various channels. For example, with personal advertisements you can generate more website visitors and stimulate more clicks/social actions.

Outsource work to specialists

The research shows that the biggest challenge in outsourcing is finding partners with up-to-date expertise (65%). Of those who outsource at least one content marketing activity, 40% say budget issues have been a challenge. That was 51% last year. By using the budget efficiently, you can do more for the content team. You can outsource more effectively if you have your basic conditions in order, such as a strategy for your content marketing, a tone of voice and established KPIs. This way, a freelancer or external specialist knows immediately what needs to be done. It is also possible to outsource a specific assignment. Extra professionals in-house gives the team more speed and flexibility.

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