The latest Content Marketing Benchmark Report produced by Circle Research and B2B Marketing Magazine reveals that B2B marketers have become slaves to content.
We all know that content is king. Three quarters (71%) of B2B marketers say it’s a very important component of their marketing activity, and a similar number (66%) are being cheered on by their senior management team to produce more.
There’s good sense in that. Content is essential digital ‘fuel’ for social platforms, it’s invaluable in communicating brand expertise and it keeps buyers engaged throughout lengthy purchase cycles.
But the content king is turning into a bit of a tyrant. He’s working his loyal subjects to the bone and that’s beginning to take its toll.