23% of Marketers Still Struggling to Produce Relevant Content

Marketers have a wide array of data at their fingertips, but new research suggests that many of them are still struggling to deliver relevant content to their customers and prospects.

Altimeter recently conducted “The 2021 State of Digital Content” report, and statistics showed that for the majority of marketers (23%), producing relevant content based on customer data still remains their biggest challenge in terms of creation and delivery. This is followed by aligning multiple teams around a unified content strategy (17%), and hiring the right skills/people (16%).

For most marketers (35%), their content strategy goal is to create awareness of their brand and generate positive feelings about it. About 28% claimed that they would like to position themselves as thought leaders in their industry.

As of now, the majority of respondents (36%) said that they are most commonly using engagement (e.g., clicks, shares, comments, mentions) to measure how their content is performing.

The Growing Lack of Marketing Collaboration

Collaboration is critical to finding success with content marketing, and previous research shows that B2B marketers, in particular, are not excelling in this area.

In Altimeter’s recently published its “State of Selling” report, data indicated that only 32% of B2B marketers successfully collaborate with sales to deliver the right content at the right time to convert leads. This is compared to 47% of high-performing B2B marketers who said the same.

Just 36% of average B2B marketers claim that marketing, sales and service teams perform well together to provide sellers with real-time data intelligence on prospect activity.

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