Top areas tech content marketers invest in include website improvement and content creation. This is the result of research by MarketingProfs and the Content Marketing Institute.

The report is based on data from a survey conducted among 290 content marketers at for-profit technology companies in July 2020.

67% of respondents expect to invest in website improvements in 2021 and 66% expect to invest in content creation.

Other key investment areas include events (53% of respondents plan to invest in them), paid content distribution (51%) and organic content distribution (45%).

The most common types of content used by technology content marketers are blog posts (97% say their company uses them), case studies (83%), email newsletters (83%), and webinars / virtual events (83%) .

Content types used by technology marketers in the past 12 months

Technology marketers say the top goals they have achieved with content marketing are building brand awareness (89% say so), generating demand / leads (86%), and educating the audience (78%) .

Goals technology marketers have successfully achieved with content marketing in the past 12 months

About research: The report is based on data from a survey conducted in July 2020 of 290 content marketers at for-profit technology companies by MarketingProfs and the Content Marketing Institute.