If you’ve been following the headlines this year, the tech layoff wave is hard to miss. Microsoft, Google, Amazon, the giants of the industry, have already cut over 75,000 jobs in 2025 alone. Many of these came right after major AI announcements, and while the official line is “these layoffs aren’t AI-related,” let’s be honest: perception matters.
So, what are content marketing teams supposed to think?
Here’s the twist no one’s talking about; while big tech trims the fat, B2B content marketing teams are maintaining their numbers, and in some cases growing. And if you’re in charge of revenue growth, GTM, or brand visibility, this trend should be blinking red on your radar.
Moving Towards a Leaner Model
According to 10Fold’s upcoming 2025 B2B Content Marketing Survey, 83% of B2B companies did not reduce the staff of their content marketing function this year. That stat alone might raise eyebrows. But here’s the kicker: at companies that increased their use of AI, more than twice as many increased hiring (37%) as those who reduced it (17%).
Translation? The rise of AI isn’t killing jobs—it’s redefining them.
In content marketing, AI isn’t replacing strategists and creators. It frees them up to do higher-impact work. Think fewer hours spent editing copy, more time aligning campaigns with sales objectives, refining messaging, and optimizing for performance. In short: it’s unlocking potential, not eliminating roles.
Internal Teams Are Changing—But They’re Not Going It Alone
Even with internal growth, companies aren’t building content operations in a vacuum. 88% of B2B organizations still rely on agency support for at least part of their content process. And nearly half (48%) are partnering with agencies for full-cycle support, including content creation, distribution, and measurement.
It’s not a handoff—it’s a hybrid model. Teams are leaning into blended models that combine in-house strategy with external execution. This setup offers flexibility, speed, and access to specialized skills, especially as content expectations rise.
AI-Driven Growth: Fintech, IoT, and Enterprise Tech Are Hiring, Not Firing
Now let’s talk sectors. Who’s really putting budget behind this growth? Our data shows that the boldest moves are happening in the industries leading the talent acquisition initiative:
- 63% of companies in AI and Fintech increased content marketing headcount
- 59% of IoT, supply chain, and edge computing companies did the same
- 49% of enterprise tech and software firms also expanded their content teams
AI is accelerating content creation but it’s also raising the bar. With more digital channels, smarter targeting, and higher buyer expectations, these companies are scaling up to meet a new kind of content pressure. In fact, 40% of survey respondents plan to triple their content output over last year. Triple.
They’re not just producing more content; they’re producing smarter content. And they know that takes real people with real skills.
What Still Requires Human Expertise?
AI is speeding up content workflows, but it’s not solving everything. 40% of content marketing leaders still struggle to stay ahead of trends, and 39% say maintaining brand voice and content quality is a persistent challenge. While AI can help draft, it can’t replicate brand nuance—or anticipate what’s next.
Even output isn’t fully automated. 32% say they still can’t meet content volume targets, and gaps remain in personalization (31%), proving ROI (29%), and sales alignment (25%). The takeaway? AI is an accelerator, not a strategist. The best teams are using it to free up humans for the work that truly drives growth.
Sign Up for the 2025 Report + See How 10Fold Can Help
Get the data behind the trend: Download 10Fold’s 2025 B2B Content Marketing Survey to see what 400 marketing executives across five countries are doing to grow, scale, and win in the AI era. You’ll get access to vertical-specific benchmarks, hiring trends, and content performance insights you won’t find anywhere else.
Need help scaling your own content engine? Explore 10Fold’s content marketing services to see how we help deep-tech brands stand out in crowded markets, with strategy, storytelling, and scalable execution.