Are B2B Marketers Too Focused on Content Quantity Over Quality?

By Kari Rippetoe | Oct 25, 2012
More Articles by Kari


The good news: we got the budget for content marketing! The bad news: we don't have a freakin' clue what to write.It’s Christmas for content marketers! The Content Marketing Institute (CMI) and MarketingProfs have just released their annual B2B Content Marketing Benchmarks, Budgets and Trends Report – and boy, is it a doozy.

If you’re a B2B marketer, here are some of the highlights I think you’ll find very interesting:

  • 91% of B2B marketers are doing some kind of content marketing.
  • 54% of B2B marketers will be increasing their content marketing spend over the next 12 months.
  • B2B marketers biggest challenge: producing enough content

Did you catch that last one? Despite an overwhelming majority of B2B marketers already doing content marketing and over half of them spending more on it, their biggest challenge is not being able to produce enough content.

This seems to suggest a couple of things:

  1. A lack of staff resources to produce a steady stream content.
  2. That marketers are too focused on quantity over quality.

I think, however, that marketers understand the need to produce high-quality, engaging content. They understand content marketing’s importance for brand awareness, driving leads, generating traffic, and a host of other business goals. They get that you need content for SEO, social media and email.  Where they’re hitting a brick wall is they lack the resources to sustain a top notch, effective content marketing program over time.

This is exactly why we began offering online content marketing as part of our SEO services: we heard our clients loud and clear when they told us they were unable to create the content needed for successful SEO. They just didn’t have the people-power within their organizations.

What is your biggest challenge when it comes to content marketing? Do you share the same challenges as your fellow marketers in CMI’s report? Tell me in the comments below or talk with me on Twitter (@karirippetoe)!

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