2026 B2B Content Barometer

B2B content marketing has reached a confirmed level of maturity: more than two-thirds of organizations now have a dedicated strategy and specialized teams in place.

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Priorities are evolving beyond brand awareness and lead generation, with an increasing focus on customer retention, sales support, and business impact. Investments are concentrated on the most effective formats, particularly video and webinars, while social media—led by LinkedIn—plays a central role.

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Finally, generative AI is advancing rapidly, driven by expected productivity gains, even though its integration remains uneven across organizations.

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‍Discover the second edition of the B2B Content Barometer, which highlights the role of content marketing in B2B communication strategies and current brand expectations.

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‍This exclusive study was conducted in collaboration with the Infopro Digital Research Institute, surveying 400 marketing decision-makers from the industrial, retail, construction, local government, and business services sectors.