Primary B2B Content Marketers Practices, July 2014 [CHART]
Only 1 in 7 B2B marketing leaders believe that their content marketing efforts have very effectively delivered business value during the past 12 months, with a slight majority 51% feeling instead that their efforts have only been somewhat effective, finds a recent study from Forrester Research, the Business Marketing Association (BMA), and the Online Marketing Institute (OMI). Part of the problem identified in the study is an outsized focus on content production that isn’t optimized for the buyer’s full journey.
According to the study, some 62% of respondents agreed that they develop content on a campaign by campaign basis, an ad hoc approach that the study’s author interprets as ignoring the ways in which buyers encounter the content over time. Read the rest at MarketingCharts.