Thanks to online research, buyers are a lot smarter now than they were even a decade ago. Today, there’s simply no excuse for being an uninformed buyer. But, by the same token, there’s no excuse for failing to educate potential customers even before they become leads.

The overwhelming majority of B2B marketers understand that content marketing is the best way to do that; unfortunately, only 12% of B2B marketers describe their content marketing strategy as a high-performance engine.

What’s holding B2B marketers back? B2B marketers are overwhelmed: Two of the top three content marketing challenges relate to content production, according to the most recent content marketing study by MarketingProfs and Content Marketing Institute.

The challenge is understandable. A marketing department, regardless of size, isn’t the same thing as a content production team.

Here are 4 steps to build a content marketing engine:

  1. Develop your roster of in-house subject matter experts
  2. Start small
  3. Play to your strengths, especially at the beginning
  4. Plan for content 2.0

For complete article: Content Marketing Production: Creative Solutions Few B2B Marketers Know How to Deploy

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