The white paper discusses the importance of content in marketing and its impact on campaigns and the customer experience. According to the Content Marketing Institute and MarketingProfs, content represents a significant portion of marketing budgets, with 32% of B2C organizations' budgets and 28% of B2B organizations' budgets spent on content. The white paper also highlights the growing demand for content creation and the variety of formats and types of content used by marketers. B2B marketers, in particular, are expected to allocate up to half of their total marketing budgets on content marketing, with this number expected to increase in the following year. The white paper concludes by noting that the connected omni-channel experience has led to a new customer who expects seamless and personalized experiences across all touchpoints, and that content plays a crucial role in delivering these experiences.
