Covid accelerated the adoption of digitally-led purchasing for many businesses which made content marketing more of a strategic priority. There have been a flood of new businesses doing content marketing, which has meant more competition for those already doing it.
From a customer perspective it also increased the demands for content in the purchase process. Why wait – when a competitor has content which can help straight away. For businesses this also helps make sales cycles more efficient and brings new customers to the table who fell out of traditional sales cycles.