Many companies chasing the “brand publisher” approach to content are running out of steam and troubled by their inability to tie content to marketing ROI. The most recent B2B content marketing study from from CMI and MarketingProfs shows the biggest challenge with content marketing is measurement (51%) followed by not being able to produce engaging (50%), consistent (44%), or a variety of content (40%). At the same time, there are numerous B2B content marketing case studies here , here and here of companies succeeding with content marketing programs
There are many content types and tactics for content marketing and content types, from Evergreen toRepurposed to Curated and Co-Created content. Each has it’s place. Each offers unique benefits.