B2B content marketers are hiding behind false excuses for their content marketing challenges.
According to Curata’s survey, now nearly a year old, B2B content marketers’ biggest challenges are limited budget (27%), limited staff (25%) and creating enough new content (21%). (source)
In the Content Marketing Institute’s 2013 benchmarks (released in October 2012, in addition to content they mastered time travel), the top challenges are producing enough content (64%), producing the kind of content that engages the audience (52%) and producing a variety of content (45%).
Only 39% report a lack of budget. At the very bottom of the list are lack of buy-in/vision (22%) and finding trained content marketers (14%). (source) Similarly, the Curata survey shows only 7% say senior level buy-in is their biggest challenge.
The content marketing community is misleading itself. The real root problems aren’t producing enough content, limited budgets or staff, particularly as only 14% have problems hiring! [Read more...]