Two-thirds of respondents indicate that their organizations are either underperforming (56%) or not performing well at all (10%) when it comes to content marketing’s business results. While the study doesn’t break that response down by B2B and B2C respondents, recent research finds B2B content marketers to be having middling results: 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.
The OneSpot and 614 Group study respondents also have difficulty with measurement: 56% feel they’re underperforming or not performing well at all in this area, with separate research again showing this to be a pain point for B2B marketers.
Marketers are more confident in some other areas, though. Almost 7 in 10 feel that they’re performing well at creating content, and a majority share that sentiment when it comes to content sharing (60%) and distribution (57%). Read the rest at MarketingCharts.