The 2025 B2B study found that 89% of respondents used organic social media and 84% used blogs on corporate websites. Email newsletters were used by 71%. When asked which channels produced the best results, in-person events led at 52%, webinars at 51%, email at 42%, organic social at 42%, and corporate blogs at 41%.
Usage and effectiveness
| Channel | Used | Rated most effective |
|---|---|---|
| Organic social | 89% | 42% |
| Corporate blog | 84% | 41% |
| Email newsletters | 71% | 37% |
| 63% | 42% | |
| Webinars | 55% | 51% |
| In-person events | 55% | 52% |
Usage is distribution breadth. Effectiveness is a respondent judgment. Neither number should be treated as a guaranteed return for a particular company.
Practical use
Choose one owned channel, one relationship channel, and one measurement path for each article. Record publication date, repurposing action, qualified response, and the definition of success. This prevents a broad channel list from becoming an unowned queue.
FAQs
Should a small team use every channel?
No. Start with channels where the audience already seeks answers and where the team can maintain a consistent review and response routine.
Why separate usage from effectiveness?
A channel can be common without being the best fit for every audience. The distinction makes a channel test easier to evaluate.
Related Research
BusinessGrowthAssistant can help turn the chosen channel mix into a repeatable daily distribution checklist.
Sources
- Content Marketing Institute and MarketingProfs, B2B Content Marketing Benchmarks, Budgets, and Trends: Outlook for 2025: https://contentmarketinginstitute.com/b2b-research/b2b-content-marketing-trends-research-2025