For many content creators, Instagram isn’t everything. In the US, 41.0% of creators run websites or blogs to reach their audiences outside of social media. Newsletters and podcasts are also tools they use to staying connected. But perhaps most notably, 43.3% do not use anything other than social platforms.

US B2B content marketers spend their time developing content for social media, blogs, and emails/newsletters, creating at least one thought leadership asset—such as a white paper or webinar—per week, according to a 2022 Casted report. Content marketers also handle content distribution, which includes publishing content to social channels and websites.

B2B content marketers rely on campaigns, plans, and calendars—but none of these equate to a marketing strategy. Simply producing more content can affect the quality and dilute messaging, draining overall value.

In a survey of marketing decision-makers from 163 leading organizations, more than 80% say they plan to increase their retail media spending next year, showing the popularity and continued growth of the channel.

Consumers care about companies’ values, but they have varying expectations of how brands reflect these values. To navigate the polarized political and social landscape, companies need to begin with a clear understanding of their brand values, communicate with authenticity, and strike a balance between engagement, action, and restraint.

Global marketers are set to increase social spend 53% in the next year. It will be increasingly important for marketers to understand how to navigate the complex influencer landscape to build authentic consumer connections.

Watch the on-demand replay of our webinar, Marketing in the Metaverse, as our analysts cover facts and figures about the popularity of the metaverse with consumers, as well as statistics regarding metaverse-centric technologies like AR and VR.

Chromium Blog. CNBC. Cookiebot. Deloitte. EY. Financial Times. Forbes. Gartner. Infosys. Kantar. RBC. Salesforce. Skyword. Segment. The Guardian.

The company’s blog initiative, Tudum, also had unclear designs. The project was intended to produce exclusive content related to Netflix originals but struggled to get off the ground due to changing goalposts and struggles securing interviews, per The Verge.