The 2020 B2B Content Marketing report highlights key trends and benchmarks for North America. Top-performing companies are more likely to have a documented content marketing strategy (69%) and use metrics to measure performance (95%). Content creation is often outsourced, with social media content, blog posts, and email newsletters being the most popular formats. Most marketers focus on top-of-the-funnel goals like building brand awareness, but there has been an increase in using content to nurture leads and generate sales. LinkedIn remains the top platform for organic and paid content distribution.

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