The Sad State of Content Marketing

August 4, 2015

By Ken Beaulieu

B-to-B companies today are cranking out content with increasing frequency to drive traffic to their websites, generate leads, engage targeted audiences, increase sales, and position themselves as thought leaders, among other objectives.

At least that’s their intention.

But the sad reality is that a majority of B-to-B marketers are failing at content marketing — a fact that Joe Pulizzi, founder of the Content Marketing Institute, openly acknowledged at BMA15. And the hits just keep coming:

  • A study by the research firm Gleanster found that inefficiencies in companies’ content marketing efforts are costing U.S. B-to-B companies nearly $1 billion annually. Nine out of 10 marketers said the most inefficient areas of their content marketing efforts are meeting task deadlines and redundant content creation.
  • A study by The Economist Group and the communications firm Peppercomm revealed that 75 percent of global marketers agree that mentions of their products or services are a frequent part of their content strategy. That’s a problem, business executives say, as they are turned off by content that seems like a sales pitch.
  • In a study by the CMO Council, marketers admit to many failings, including not allocating sufficient budget to create engaging and authoritative content, not producing content that is relevant or meaningful to different audiences, and not leveraging the right distribution channels and syndication opportunities to maximize reach.

“There has been an explosion of content marketing, but brands and agencies haven’t really embraced the values of what it takes to create content that’s compelling,” admits Jeff Pundyk, global vice president of the content solutions unit at The Economist Group.

Be sure to read the latest issue of BMA Buzz to learn more about what’s holding back content marketing and how B-to-B marketers can use content more strategically and successfully to support the business strategy. Industry experts who weigh in, in addition to Pundyk, include Robert Rose, chief strategy officer at the Content Marketing Institute; Lee Odden, chief executive officer at TopRank Online Marketing; Ted Birkhahn, president of Peppercomm; and Phil Johnson, chief executive officer at PJA advertising + marketing.


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