Content marketing is all the rage, but it has a dark side that businesses must acknowledge.

One horrifying fact: Though 27 million pieces of content are shared daily and 86% of B2B organizations use content marketing, only 21% of marketers think they're successful at measuring the ROI of their content, according to studies that Scripted cites in the following infographic.

Worse still, 48% of marketers don't have a documented content marketing strategy.

And worst of all, that lack of vision affects how consumers feel about those companies: "74% of online consumers get frustrated with websites when their content appears irrelevant to them," states Scripted.

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ABOUT THE AUTHOR
image of Verónica Jarski

Veronica Jarski is the Opinions editor and a senior writer at MarketingProfs. She can be reached at veronicaj@marketingprofs.com.

Twitter: @Veronica_Jarski