Everyone in B2B marketing says content marketing is important. Everyone is increasing content marketing’s share of the budget. And yet most B2B marketers don’t feel like their content marketing is effective. (Stats available from CMI’s benchmark report).
The outlook seems grim. Marketers are pouring more and more into something they aren’t confident in. These aren’t just small test budgets, content represents a big portion of overall marketing budgets as well. Yet confidence in the effectiveness of their content programs remains low.
So why do programs fail? Time and time again, B2B marketers keep making the same mistakes. Here are the top three reasons, based on my observations and conversations with other marketers, why content marketing initiatives fail. [Read more...]