5 Key Outtakes for More Effective B2B and B2C Content Marketing

Content marketing stays an inseparable part of a business’s growth and success. It helps companies’ owners reach various goals - from brand promotion to user acquisition. In fact, 97% of companies have a content marketing strategy.

Almost half of the companies plan to increase their content marketing budgets. That can lead us to the conclusion - content marketing stays a highly effective tool.

So, it’s essential to understand what trends and changes you need to be prepared for. But we don’t want to make a broad statement. We want to share some incredible data from Statista’s “The Content Marketing Trends Study 2025.” We’ve studied the report and are ready to share some of the most important statistics with our comments.

B2B and B2C companies feel the gap between strategy and reality

Content is king. We are familiar with this statement. We also know that more B2B and B2C companies feel the gap between ambition and daily reality in 2025. But that’s not all.

According to the report, 55% of marketers cite producing enough high-quality content as a top challenge. Let’s break this down in more detail.

How did the companies’ representatives answer the question “What challenges are you currently facing in content marketing?”

• 47% of B2B and 28% of B2C companies report that outdated tools slow down work and make scaling difficult.
• 43% of B2B and 37% of B2C companies say limited budgets prevent them from keeping up with content demands.
• 43% of B2B and 35% of B2C companies also struggle to measure success, making it hard to improve and justify future investment.

When asked what would help improve their content marketing efforts, marketers point to three main reasons: better processes, more effective ideas and topics, and improved planning.

Source: Statista Content Marketing Trend Study 2025

That means success comes from using smart tools, clear processes, and good planning in 2025.

Choosing the right AI tools can make this easier. You can find the best-fitting service by checking this article about the top AI writing tools.

Companies are rethinking content marketing investments

As we stated at the beginning, firms tend to grow content marketing spending. General statistics show that nearly half of the marketers increase their budgets. Thus, creators, agencies, and content management tools are expected to draw the largest shares of investments.

But let’s take a closer look at these financial changes. In 2025, instead of simply increasing budgets, companies are becoming more selective about where they invest.

The focus is shifting from spending more to spending smarter. Companies are prioritizing areas with the highest impact: marketing technology and automation (42%), content creation and production (41%), data-driven marketing (38%), personalized content and customer experience (37%).

Source: Statista Content Marketing Trend Study 2025

Moreover, some firms are planning a significant increase in budgets. Well, and it’s not surprising. Statista shares that the content marketing revenue is expected to reach $107 billion by 2026.

That leads us to the conclusion that content marketing is an efficient tool and brings positive ROI. Yet, to reach goals and grow conversions companies need to know their target audiences (e.g., by building buyer personas). Without this, equality will fail, and no budget increase will help your companies progress.

B2C and B2B prefer to distribute content via social media

First of all, let's revise what types of media you have at your elbow. There are three of them:

• Own media,
• Earned (or shared) media,
• Paid media.

As the report says, the preferred channel is social media. It offers broad visibility and interaction across key audience groups.

There are 5.24 billion active social media users. Running your social media accounts helps you reach your target audience in the most effective and natural way. Also, social media lets you get instant feedback from your audience.

Surely, you shouldn’t skip other opportunities for content promotion.

It is mind-blowing, but 61% of B2B companies in the US are already using audio platforms as part of their content strategy. It offers brands a direct and authentic way to build trust and a deeper connection with their target audiences.

Well, if we dig a little deeper, you’ll see that social media, podcasts, ­webinars, and conferences are the most popular types of channels for content marketing.

Source: Statista Content Marketing Trend Study 2025

The most popular content formats among B2B and B2C companies

As we know how companies prefer to distribute their content, let’s talk more about its format. Statista has highlighted the 11 most popular content formats marketers prefer to use. Thus, the most beloved types differ for B2C and B2B companies.

We’d say everything is logical when it comes to picking the format.

The B2B sector is more official and data-driven. No wonder, the top three content types are videos, text-based formats, and whitepapers. The B2C sector is targeted at users whose attention it should quickly grab. So, the preferred types are videos, image-based formats, and text-based formats.

Source: Statista

As we multiply mentioned in our articles about content, text formats stay highly anticipated and used. Lond form content allows one to fully explore the topic.

Albeit we cannot ignore the latest trends - videos become a huge part of the deal. 86% of marketing professionals reported that they used video as a marketing tool. Moreover, we can name short-form video content like TikToks or Instagram Reels as the most effective type of social media content.

But all those formats are something we got used to. And to be the best one you need to use the latest approaches and technologies. That’s why keep an eye on IoT, immersive commerce, and the metaverse. They seem to be a huge trend, so don’t miss an opportunity to jump in.

How companies measure content marketing success

Keeping track of your performance allows you to set your content marketing campaigns better. As we all know, content marketing is all about creating and distributing relevant online content for a clearly defined target audience.

Moreover, often this strategy involves brand awareness growth, audience education, and revenue generation.

And the only way to learn if you are doing it right is to measure your success. Gladly, most companies understand the importance of campaign evaluation. Indicatively, 51% of B2B and 47% of B2C firms use a specific approach to measuring the success of their content marketing activities.

Source: Statista

But what achievements do the companies measure? We briefly mentioned what goals B2B and B2C companies try to achieve with content marketing. Yet, let’s break this down more specifically on the example of B2C companies.

• 63% create brand awareness,
• 58% strengthen brand loyalty and customer retention,
• 50% support product launches,
• 47% build trust and credibility,
• 43% build and maintain employer branding.

B2B firms have similar interests with 59% of companies aiming to create brand awareness, and 57% to strengthen brand loyalty and customer retention.

Of course, pursuing these goals is possible via various channels - from own sites to social media or email marketing. So, what KPIs do marketers prefer to evaluate content marketing efforts?

The majority of professionals put trust in social media analytics.

Source: Statista Content Marketing Trend Study 2025

Of course, except for the set of tools, marketers have certain KPIs to confirm campaign success. Turns out, most B2B and B2C marketers still use customer lifetime value (53% and 42%, respectively). The wast number also uses search rankings to track progress - 53% of B2B and 31% of B2C companies. The fourth most popular index is the email engagement KPI used by 49% of B2B and 35% of B2C firms.

Conclusion

Strong content strategies are no longer about trying every new trend. They are about using the right tools in the right way. The biggest difference today is not what companies use, but how well everything works together.

Anyways, “The Content Marketing Trends Study 2025” clearly shows that both B2B and B2C build trust and brand awareness with the help of content marketing.

Content marketing revenue will reach 107 billion in 2026 according to Statista predictions. So, the potential of this marketing direction is strong and influential. Even if you don’t have huge budgets and time you still can find ways to engage in content marketing.

You can use guest posting to grow brand awareness, run social media for your company, and send email newsletters. The key is to know your audience and give it what it wants.

Do you have a content marketing strategy? How successful is it?

* Statics without links and pictures used in the article base on “The Content Marketing Trends Study 2025” by Statista.