Great content marketing is like chemistry: If you combine the right elements with careful timing and measurement, you can get a positive reaction. Get the formula wrong, and you could get no reaction at all. Or you could find yourself standing in a crater, smoke wafting up from your eyebrows.
According to the Content Marketing Institute and Marketo’s 2016 Benchmarks, Budgets and Trends, 76% of B2B and 77% of B2C marketers plan to produce more content next year than they did in 2015. But as the volume increases, effectiveness is still lagging. Buyers faced with an onslaught of information are opting out of all but the most exceptional content.