The 2014 annual content marketing study from MarketingProfs and the Content Marketing Institute is out, and it shows that B2B marketers are struggling with content marketing. While 93 percent of them are using it, only 42 percent say they’re doing it effectively. This means that the 30 percent of their marketing budget that these B2B companies allocate to content marketing is going down the tubes, thanks to three challenges.

  1. Not enough time. A whopping 69 percent of B2B marketers don’t have enough time to produce content for their content marketing efforts. In today’s economic climate, where they’re forced to do more with less staff, that’s understandable – but also deadly. Alleviating this may seem simple: outsource the content to a professional writer, videographer, and/or designer.
  2. Can’t produce enough content. Again, it’s the “do more with less” economy, and that means 55 percent of B2B companies aren’t producing enough of the content required for an effective content marketing strategy: white papers, e-books, case studies, infographics, social media posts, blog posts, articles, company newsletters… yes, that’s all part of it, and it can seem overwhelming to the in-house marketing staff.
  3. Content isn’t engaging. Just a smidge under half – 47 percent – of B2B marketers struggle with producing engaging content. It goes back to harried marketing staff, or perhaps not enough writers on staff. Outsourcing can help overcome this challenge, but only if the contractor has the qualifications and skills to produce engaging content.

Are you struggling to make your content marketing programs effective? Do you need a case study writer or white paper writer who can make your product sizzle off the page and into your prospects’ organizations? Contact me, and I’ll help you overcome these challenges.