More B2B marketers are realizing the benefits of content marketing as a method to generate leads and drive customer engagement. But even as marketers recognize the importance of the discipline, many still struggle with the logistics necessary to produce compelling content.
One reason for the uptick in B2B content marketing is a growing consensus among marketers that the discipline can be used to drive business results. According to June 2016 research by marketing intelligence firm Ascend2 into the most important goals for a content marketing strategy, 58% mentioned lead generation, while another 55% named customer engagement. Read the rest at eMarketer.