If content is king, marketing it has become imperative for brands everywhere. An early 2024 survey revealed that almost half of responding
that year, with over 85 percent intending to maintain or increase spending. In the previous year, that share stood below 80 percent. The same study showed that those leaders know why and where to do it. Nearly six out of 10 said the
is the customer base's maintenance and expansion. To reach their target audiences, they explore the environment where consumers seemed more willing to interact with brands: X, Facebook, and LinkedIn ranked among the
GenAI's effect on the content marketing business
Few creative industries seem as eligible as content marketing for a watershed transformation with the rise of generative artificial intelligence solutions. In 2024, roughly two-thirds of marketers surveyed at least somewhat agreed that
leveraging AI for content creation could bridge resource gaps within their teams worldwide. The fundamental reason for that widespread conviction lies in the current costs of the technology. Half of participating decision-makers stated their
AI tool spending for content marketing stood between none and 500 U.S. dollars per year. Less than one-fifth said they intended to invest more than 10 thousand dollars in such software throughout 2024. ChatGPT was, by far, the
leading GenAI tool used for content-related tasks globally, selected by about three out of 10 responding marketers. Gemini's and Midjourney's shares were 10 times smaller. Additionally, little more than half reported not using AI tools, suggesting that GenAI's penetration rate in this sector can escalate even further.
B2B: content marketing for corporate clients
According to a late 2023 survey, almost half of marketers also
planned to increase business-to-business content marketing spending in the next year, followed by 42 percent intending to keep the budget the same. This subsegment focuses on alluring other companies, setting social media strategies in the background and placing more ambitious and costly tactics front and center. The
leading B2B content marketing areas of investment in 2024 included video, mentioned by seven out of 10 responding marketers, and thought-leadership material, cited by over half of the interviewees. However, those working at the largest organizations expressed reticence toward a swift adoption of artificial intelligence: The
top reasons why enterprise B2B content marketers dismissed AI tools included accuracy concerns and corporate mandates. Those results indicate that branded content remains a complex product, to which technology can contribute only to a modest extent.
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