B2B Content Marketing Budgets Started Grow in 2022 [Research]

content marketing research budget set to grow

As the year is definitely quickly approaching an end, content marketers are scrambling to obtain that 2022 budget.

Content marketing budgets are expected to grow in 2022 – yay! The problem now is making sure you secure your spot in that growth and apply it effectively.

Content marketing saw substantial growth following the pandemic, a slightly bittersweet feeling for the industry. Now that items are starting to return to normal inside a lot of industries, the issue is how well that momentum will continue.

It’s the marketers’ job to keep this upward trend going. The Content Advertising Institute recently released 2 studies on the ways to keep the content marketing momentum going and what those trends will look like in 2022. Understanding the results of these studies is key in understanding how to continue to move content marketing forward in the new year.

Key Takeaways:

  • What do you do when your marketing budget grows, but your content team doesn’t? The solution – outsource.

  • Now exactly what? You need to address other common issues in the industry to avoid their pitfalls.
  • It is time to develop your content online marketing strategy and stick to it! Prioritize your customers and do the research necessary to set yourself up for success.

43% of marketers saw their budget increase in 2021, and 66% more think it’ll increase even more in 2022. This is amazing news, any way you spin this. Content marketing is trending up !

The issue now could be how the new budget is going to be spent.

You have the bigger check, so you are expected to do more and create more results. Most advertising teams won’t actually develop, and 58% of them just had 1 to 0 full time employees dedicated to content material marketing.

content marketing team

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Do you see the issue? Your own team is expected to do more, sure – with increased money, but not more individuals.

The answer? Outsource your content marketing to drive increased ROI.

The number of companies that outsource their own content marketing strategies is growing. In 2022, 75% associated with large companies will be outsourcing their content efforts. More than half of marketers at businesses of all sizes will also be freelancing.

outsource content marketing

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Articles marketing is notoriously tricky to master . As the area continues to dominate the marketing scene, it could be a good idea to invest in outsourcing, rather than expend more and more resources to comprehend the field.

However how do you know if your organization should take the leap associated with faith? Here are some things to consider whilst making your decision.

Benefits of Outsourcing


Outsourcing articles can increase your company’ s i9000 work efficiency exponentially.

Even just one bit of content takes a lot of time and energy. From SEARCH ENGINE OPTIMIZATION research in order to technical writing, if you’re one of the companies with only ‘one-to-none’ employees in your content marketing wheelhouse, this process can be grueling.

Depending on how familiar your team is with SEO writing (and controlling it with a human touch to produce the perfect blog post ) the amount of time spent could just become a waste. And when you’re doing something incorrect and don’t realize it, you’ll just continue to hemorrhage out resources.

Research Based Strategy

Content marketing research is never ending. With every Search there’s more to learn about the ins-and-outs of the field. Plus data-driven advertising is only getting increasingly important.

When you outsource your content marketing, your own team is basically gaining all this knowledge and information, without needing to break a sweat whilst doing it.

You can also stand to gain more perspectives. While outsourcing, you’re dealing with a team of people using a variety of backgrounds. Maybe you work in a business supply chain sector, one of your writers might have a background in the supply chain industry as well as in the lead generation industry. Your content just became a double-edged sword!


So , you’ve decided not to outsource. Katie on your team is really a pretty good writer, she’ll take care of your blog, right?

Katie is probably great, yet Katie most likely already includes a job description – one which doesn’t include content inventor. Your budgets are expanding but not your team, remember?

If you don’t possess someone dedicated to managing your content online marketing strategy , there’s a really good possibility your blog will eventually obtain swept under the rug because other issues take concern.

On the flip side, in case you outsource your content and pay out someone to stay on top of your publishing cadence, you’re by no means going to have to play catch-up.

Publishing consistently is the single best way to watch traffic rise. Increasing cadence proves much more effective.

Keep your Content Marketing Momentum Heading

Marketing became one of the most adaptable industries during the pandemic. While digital advertising strategies were already expected to increase in popularity pre-pandemic, marketers’ hands were forced as well as the industry adapted, basically right away.

This energy has stayed strong, and it’s our own jobs as marketing professionals to keep it going. To do this, we have to be sure to keep away from the pitfalls of digital marketing that we were all of the stuck in before.

Overcome The Traditional Marketing Mindset

Advertising isn’t what your grand daddy would describe it because anymore (sorry pops).

the evolution of marketing

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The important trends in the marketing industry have changed immeasurably previously decade. A huge part of this is actually the age of the internet and social media changing online culture as well as the way people think.

The ‘traditional’ marketing mindset is a dangerous 1 for executives to hold within 2022. 51% percent of marketers agree that staying away from the default to the traditional mindset is one of their biggest struggles. 51% of online marketers also struggle with staying away from sales-oriented marketing. See the correlation?

No one in the online world has time for something that does not pertain to them . The amount of time consumers spend on the internet is outstanding, but they are not going to spend time reading the sales pitch when they’d rather read an article about, nicely, literally anything else.

Prioritize Your Consumer

Another pitfall to avoid in the marketing world may be the mistake of prioritizing your personal agenda over your customers.

Not to point fingers but this might end up being (like, pretty likely is) a problem caused by CEO eyesight. CEOs just don’t have it. They aren’t aligned with their CMO and their goals. This, though, definitely falls on the CMO’s shoulders.

Advocating for marketing integrity is the expert’ h job! Your CEO has a million things on their plate, we don’t blame them for not staying up to date upon content marketing trends. But I digress.

The future of marketing is here (for now). A lot of the industry has to catch up. The #1 issue; content needs to be customer focused , not really sales oriented.

customer centric model

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The pandemic strike and this sentiment rang genuine through the industry. Empathy has been injected into every part of marketing, and fast. Now isn’t the time to reduce that vision.

When creating your content marketing strategy, you need to keep your customer in mind all the way. First you need to research your viewers and develop a buyer personality .

So , you know the basics, but how will you actually apply them?

Solidify Your Content Program

There are a lot of ways to set yourself up for achievement, and having a solid program is definitely one of them. From establishing your goals to calculating them. There are a lot of choices to make. We have the ultimate guide to creating a digital marketing strategy to help.

Whether you’re simply starting your digital content material journey or you’re prepared to perfect it, considering freelancing is a good place to start.

Want some help in developing high quality content for your weblog? Check out our content builder services and schedule a free discussion today!

The submit B2B Content material Marketing Budgets Set to Develop in 2022 [Research] appeared first on Marketing Insider Group .

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