This isn’t a secret. In fact, B2B marketers – a group responsible for producing a significant portion of some of the web’s most confusing content – have a pretty good idea of why it’s happening: they don’t have a plan.
A recent survey by the Content Marketing Institute / MarketingProfs found that while 93% of B2B marketers use content marketing, only 42% say they are effective at it…and within the ineffective group, 84% also admitted that they have no documented content strategy.
It’s not entirely their fault – with an array of established and emerging channels at play, the amount of content a brand needs increases exponentially every year. In that context, it’s not surprising that marketers aren’t taking time to craft a 652 step content strategy.