Report: Content Marketing Still Poses Challenges for Many Marketers

Although many marketers are dedicated to utilizing content marketing as a part of their marketing plan, new research suggests that they still face a wide array of challenges when it comes to creating and implementing a content strategy.

Altimeter recently published its “State of Digital Content” report, and statistics indicated that aligning multiple teams around a unified strategy (24 percent) is the largest challenge marketers currently face when it comes to creating and implementing a content strategy. This is followed by hitting the right skills/people (17 percent), producing relevant content based on customer data (16 percent) and getting investment/support from executive leadership (13 percent).

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“As it becomes easier for anyone—not just a creative department—to become a content creator, coordinating the efforts of multiple departments, or even multiple teams within a single department, becomes more difficult,” wrote the authors of the report. “We’ve found that the most effective way to align teams is to show them a holistic set of data that provides insights into customer needs, behaviors, and preferences.”

B2B Marketers and Their Dedication to Content Marketing

Despite the challenges associated with content marketing, B2B marketers, in particular, remain dedicated to this tactic as a part of their strategies.

The Content Marketing Institute, MarketingProfs and Conductor published the “B2B Content Marketing 2019 Benchmarks, Budgets and Trends – North America” report and found that 93 percent of the most successful B2B marketers say that their organization is extremely/very committed to content marketing.

Approximately 82 percent of the same group stated that their organization’s content marketing is sophisticated/mature, and 65 percent have a documented content marketing strategy.

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— Alexis Karlin, Digital Marketing Specialist Neolane (Acquired by Adobe)

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