Great content isn’t so great if it’s not easy to find. And findable content isn’t so effective if it’s not trusted.
Content is the reason search engines began and yet many B2B content marketers are not taking full advantage of opportunities to attract customers that are actively looking. Instead, the content marketing function at many B2B companies is more about creating content and not so much about promoting it.
Where Has the Marketing in Content Marketing Gone?
The problem with content marketing that focuses mostly on content creation is that the marketing is missing. Sure, B2B brands can throw advertising at their new content to attract visitors – but do B2B buyers love clicking on ads?