B2B content marketers are hiding behind false excuses for their content marketing challenges. The real issue will be much more difficult to address.
Key excerpt…
Here is the real problem: organizations are not on board with content marketing as a core B2B marketing initiative. All of the other content marketing challenges research continues to point to are merely symptoms.
How did we get here?
- We said content marketing was cheap. I’ve said before, if content marketing is really that cost effective today, it will become more expensive in the future. Your organization was on board when it was cheap, when you could drive results with thoughtless blog posts slammed out in 10 minutes or created by an offshore SEO company. Now that cheap content doesn’t work, the real lack of commitment is shining through.
- Content was a supporting element only. Content was part of SEO, social or a crazy skunkworks company blog experiment. It was necessary to feed your newsletter or nurture programs through your marketing automation platform. It supported your sales team. You never had to justify the investment in content for content marketing’s sake.
iNeoMarketing‘s insight:
We completely agree with Eric. Two thoughts: (1) we always sell content marketing on the basis of thought leadership value: it resonates with the senior level; (2) analytics are incredibly important to continue to justify content marketing, i.e., it’s what drove attention and prospects into the funnel.
- See the article at b2bdigital.net
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See on b2bdigital.net
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