Five problems with B2B content (and how to fix them) – ClickZ

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30-second summary:

Businesses expect a lot from their B2B content, which can make its failures deeply disappointing.
There are five common problems that sabotage the effectiveness of your content. They are: focusing on your needs over your audience’s needs, failing to tie it to the buying cycle, inconsistency, poor (or no) management, and the lack of a champion or leader.
Each of these top problems is addressed using data from the Content Marketing Institute’s (CMI) 2020 report.
The overarching problem with content is that it must be part of a company-wide initiative that leverages internal and external resources, strategy, and intention or you risk creating an asset that does not contribute to company growth.

Content is the fuel that powers both inbound and outbound marketing efforts. Whatever form it takes—paid ads, video, images, blog posts, social media posts, case studies, webinars, infographics, whitepapers, eBooks…well, you get the picture—its end goal is to drive growth for your business.

But without a thoughtful plan for how to create, manage, track, and optimize content, you’re basically spinning your wheels, contributing to a proliferation of it that only your marketing team bothers to read.

The five biggest problems …

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