Unused content in B2B digital marketing will soon be a $50bn problem for the industry and for CMOs keen to prove ROI.
We’ve all read the stats and heard the breathy proclamations about how content marketing is growing at an extraordinary rate, how content marketing is changing how we do business and how content marketing will solve all of our engagement woes.
But what about the things that aren’t being said?
For all the paeans being written to content marketing, particularly in a B2B context, very little is being done to address the scandal of unused content and wastage…
