Finding 2 When asked about the significance of content in driving their company’s objectives, most CMOs cited the delivery of product and services information to customers as the primary benefit. Marketers agree content is They stressed that by leveraging content to provide engaging experiences, companies are able to differentiate themselves from crucial for delivering product their competitors and showcase their unique value proposition to information and/or showcasing the market, drive website traffic, sales, and ultimately, increase revenue for the organization. competitive differentiation Looking at the numbers in detail, we see that over half of marketers globally (58%) recognize content as vital to present product information and/or demonstrate competitive differentiation—a percentage that goes up to 66% for digital directors specifically. Interestingly, companies operating in both B2B and B2C sectors rely on content the most for differentiation and showcasing their product offering (67%).