A multitude of departments at business-to-business (B2B) firms rely on marketing content success. But before B2Bs dive into content marketing efforts, they may want to take a step back and start with an effective strategy—something recent research suggests many aren’t doing.
Among B2B marketing leaders in North America surveyed by the CMO Council, Content ROI Center and NetLine in Q2 2015, just 12% described their content marketing strategy as a high-performance engine. Instead, respondents were most likely to say their strategy was steadily paced and planned, and nearly three in 10 relied on individual performers, where content is developed based on the needs of an individual or department.
Less-than-superb content strategies may be preventing B2B marketers from leveraging the most effective content types—or even measuring them at all. When asked about the leading types of content created for lead generation, respondents were most likely to cite product brochures; however, when asked about which content types delivered great leads, just 9% gave such content this honor. Read the rest at eMarketer.