Hitting Content Quotas: AI Helping Marketers As Budgets & Needs Increase (New Report)

Flying in the face of other reports on widespread B2B marketing budget strains — and, with it, the faces of anyone feeling those particular strains on a daily basis — a new survey of B2B and B2B tech marketers found that 92% are going to see increased marketing budgets this year, with just as many creating more content than last year. 

In fact, the 10Fold study, titled Engagement Equation: How B2B Tech Marketers Are Creating And Delivering Content That Captivates In 2024, found that 40% expect to create as much as 3-5 times as much content as they did in 2023, and 13% expect to produce 10 times more.

“The findings paint a clear picture of a global surge in content marketing,” the report says. “Marketers across various industries are significantly increasing content output, with some — including manufacturing/robotics and IT networking — aiming for exponential growth.”

Helping with that surge, of course, is AI, which 81% of survey respondents said they leverage occasionally or frequently to create that content.

(Source: 10Fold)

“AI’s efficiency is particularly useful when distributing content in written formats,” the report says, “including social posts, e-Books, contributed thought leadership pieces, whitepapers, etc.”

Social media and video content were far and away the most prioritized formats (for 46% and 41% of respondents, respectively), followed by blogs (20%) and newsletters (19%). 10Fold says companies with a budget between $250,000 and $499,999 allocated for content development “stood out for their aggressive social media focus,” with a planned 51% increase for social media content distribution. 

“[This suggests] a potential sweet spot for budget allocation that allows for efficient content creation and a strong social media presence,” the report says. “For those with modest to low marketing content budgets, increasing the amount of social content is one way to cost-effectively amp up the volume.”

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