Report: COVID-19 Has Advanced the Consumption of B2B Marketing Content

The COVID-19 pandemic has created challenges for many marketers, but for those in the B2B industry, prospects and customers appear to be engaging more than ever before.

PathFactory recently published the “COVID-19 Content Engagement Report,” and statistics showed that B2B “bingers” – customers and prospects who frequently engage with marketing content – are now spending an average of 19:43 minutes engaging with assets. This is a seven-fold increase from the previous average.

B2B customers and prospects also returned to content marketing programs more frequently during the height of the pandemic. Between March 7 and May 14, they returned to consume content an average of 3.91 times, which is a 43.2% increase over the period from January 1 to March 6.

Assessing the COVID-19 Impact on Marketing

Despite the increase in engagement and content consumption during the COVID-19 outbreak, previous research shows that most marketers have still been forced to shift their priorities.

LinkedIn released the “COVID Marketing Impact and How Marketers are Responding” report, and statistics show that most marketers (76%) have been forced to alter their key objectives during this time.

Other obstacles have included budget cuts (74%), advertising investments and planning (69%), and switching in-person to virtual events (69%).

Overall, 67% of marketers say that the COVID-19 pandemic has had at least “some impact” on their campaign strategies, while 19% claim that it has had a “major impact.”