Did you know 55% of B2B businesses don’t even know what content marketing success or effectiveness looks like? Without the ability to define success, even the best content marketing intentions are set up for failure.
Content marketing continues to be a celebrated way to drive awareness, generate leads, and expand the customer base. Many bigger companies now have dedicated internal content marketing teams and even smaller organizations are dipping their toes into the content marketing stream by increasing blogging frequency or contracting with third parties to expand their content assets.
It remains a new arena for many B2B companies, who are unsure of what they want or need to achieve with content marketing or how content marketing ties into their overall marketing objectives and planning. Since time and resources are limited, these organizations tell themselves little fibs that make it easier to forge ahead, despite the fact that forging ahead on these “alternative facts” is a waste of time and money.
LIE #1: WE HAVE A PLAN.
Only 32% of B2B marketers have documented their content marketing strategy. Here’s a secret: if it’s not written down, it’s probably not a strategy. I was at a conference recently where the keynote speaker said, quite poignantly, “If you don’t know where you’re going, you might not get there.”
A successful strategy requires significant thought – and detailed documentation – on a variety of tactics, objectives, and integration. A well-laid strategy answers questions like: