Research shows many businesses don’t have a content strategy and, not surprisingly, aren’t seeing results. Getting the most from content initiatives involves a shift both in the way marketers operate and how they serve and support sales teams, and they face many challenges along the way.
Let’s examine the state of content marketing today and the major challenges we face.
Many B2B companies jump on the content bandwagon without any substantial strategy—much like their approach to social media—and wonder why they aren’t getting any ROI.
Think that’s a stretch? Think again. A recent survey by the Content Marketing Institute found that 88 percent of B2B marketers use content as part of their marketing campaigns, yet only 32 percent have a strategy for those efforts.