In his famous essay from 1996, Bill Gates declared that “content is king”. While the phrase has become an overused cliché by this point, it still holds true. Two decades later, content marketing has become an integral part of marketing strategies for business of all sizes – in fact, 94% of SMBs and 93% of B2Bs are using CM. The problem is, just because everyone is doing CM, it does not mean that they are doing it right.
According to a 2016 CMI report, only 30% of marketers believe that their organization is effective at CM. Many companies are getting their content strategy horribly wrong, and you can find abandoned business blogs all over the internet. Why is this happening? If this is such an important and proven method, why do so many companies feel like their strategy is ineffective?…
