The 2015 B2B Marketing Report from Content Marketing Institute and MarketingProfs sheds a pretty bright light on the true state of B2B content marketing. While 86% of B2B marketers are using content marketing, only 8% rate their content marketing efforts as “very effective”. It’s not so different than teams participating in sports like football. Sure, everyone is playing, but who is actually really good at it?
Fundamental blocking and tackling are key for a winning football game. The same can be said for implementing a successful B2B content marketing program: mastery of the fundamentals is essential. With B2B content creation in particular, marketers must be prepared for everything from understanding the voice of the customer to developing the right mix of content assets.