Spoon Finland’s B2B industry survey found that the global pandemic prompted firms to lean more heavily on content marketing to reach target audiences.
Companies are excited about content marketing and are not looking to tighten their belts in this area. They do not want to lose the momentum gained adjusting to new realities over the past year. As a result, we find that the Covid-19 crisis has accelerated content marketing spend
As remote and hybrid work have become the norm, companies are experimenting with new content formats to improve brand awareness and enhance reach. They are embracing activities that live online. Visibility and remote presence are thus becoming increasingly important.
Data suggest that decision makers in smaller companies (50-99 employees) are more likely to have defined content marketing strategies. This is in stark comparison to the responses from decision makers in bigger companies (more than 1000 employees).