Just 30% of B2B marketers rated themselves as "effective" at content marketing in 2015. That's down from 38% the previous year, according to Content Marketing Institute's and MarketingProfs' joint Content Marketing Benchmarks, Budgets, and Trends report.
And the content output for brands increased 35% from its highest to lowest points in 2015, but engagement with that content fell, on average, 17%, TrackMaven found.
So what gives? Why do you hear everyone trumpeting content as "king," but just a few companies experience great results?
It doesn't happen for the reasons you think. For example, you hear arguments about inconsistent publishing, inability to measure, overproduction, hyping features and benefits, or following "build it and they will come" as a strategy.
Those reasons do contribute to B2B content marketing ineffectiveness. But there are other reasons that harm your B2B marketing's lead generation power.
Check out the following tactics to try—or to avoid.
1. Do buyers act to avoid pain—or to get a benefit?
Buyers act in both situations. But does one approach work better than the other? According to Dan Kennedy, perhaps the most legendary copywriter of all time, prospects act more often to avoid pain.
Take the first step (it's free).
You may also like:
- Requesting Rights to User-Generated Content: A Guide for Travel Brands (and Others) [Infographic]
- Why Marketers Should Invest in the Stories Format and Stories Ads, and How to Do It
- 10 Shortcuts to Gathering High-Quality Whitepaper Content
- The Biggest Deficiencies of B2B Content Marketing Programs
- Six Reasons It's Time for Brands to Replace Stock Photos With User-Generated Content