Whitepapers are not the only asset type to see significant growth in B2B telecoms marketing.
Let’s split the analysed assets into the categories of text-based content (whitepapers, eBooks, reports, guides, magazines) and multimedia content (podcasts and webinars).
We can see a modest growth of around 22% in multimedia content year on year, but the number of text-based assets published has more than doubled. With research from the Content Marketing Institute suggesting 89% of more than 1000 marketers interviewed use AI-based ‘content creation tools for generating or optimizing marketing copy/written content’, we can infer that this is a big driver in such a massive uplift in the volume of text-based B2B telecoms content.