Most B2B Marketers Struggle To Create Engaging Content

Laura Ramos

When it comes to content marketing, the majority of business-to-business (B2B) marketers we surveyed last month are not as mature as they think.

Roughly half of respondents (52%) are in the early stages of assembling a content strategy and executing against it. We call this early majority "aspiring editors," and while their practices are often inconsistent or not fully embraced across the organization, these marketers are busy laying the foundation upon which to build an editorial point of view that gives their buyers something useful and valuable to read, watch, or interact with. 

In a new report, published today (subscription required), we took a closer look at the maturity of content marketing practices among 113 B2B marketing professionals. Half of our respondents hail from companies with 1,000 employees or more, and 41% occupy senior marketing positions including the title of CMO or senior vice president. When compared to peers, most (51%) believe their practices are very mature.  

But that bar is not very high when an overwhelming 85% can't connect content activity to business value and, as a result, fail to create those intimate long-term relationships that will form the primary source of competitive advantage in business from now on.

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How Mature Is Your Content Marketing?

Laura Ramos

According to the Content Marketing Institute, 91% of B2B marketers use content marketing. That's a big number. 

When I heard this last year, I had two reactions:

  1. No kidding. Isn't that marketing's job? To produce content? From advertising, to email, whitepapers, videos, blog posts, case studies, brochures . . . it's what marketing does, right? I'm surprised the result wasn't 100%. (I wonder what those 9% were doing instead?)
  2. Hmm . . . sounds like a bad joke I used to tell about enterprise portals . . . except now it goes something like, "How is content marketing like teenage sex . . . ?" (You can look it up . . . )
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Development And Distribution Needs Fuel The Rise Of Content Marketing Vendors

Tracy Stokes

Content marketing has rapidly gained marketers’ attention as a new way to build relationships with customers — customers bombarded with marketing messages and overloaded by digital distractions. But as this new marketing discipline evolves, new challenges emerge:

  • From scaling content . . . to providing quality content in context. A year ago, many marketers’ content challenge was to create content at scale. Today the quest for scalable content is tempered by the need for quality content, as marketers realize that getting the right content to the right consumer in context is a more impactful and sustainable approach.
  • From cajoling business units to produce content . . . to effectively managing that content stream. Complex organizations must now effectively manage content across multiple divisions and geographies.   
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