Producing enough content and engaging a target audience are the two largest problems facing B2B brands using content marketing, according to a report from the Content Marketing Institute and MarketingProfs. Twenty-nine percent of respondents said they worry about the volume they create, while 18 percent struggle to engage readers and prospects.
These focus areas are common problems for any company developing content. Whether it’s video, news content or infographic marketing, striking a chord with prospects requires regular publishing and interesting information.
In terms of engagement, the report shows strong improvement in this area, as 41 percent said they worried about it last year, compared to the 18 percent in this year’s poll. However, those concerned with volume increased from 20 percent a year ago.
Other common concerns include budgetary issues, lack of resources and offering diverse content to prospects. Developing different kinds of content helps B2B brands attract prospects swayed by varying information. Selling to businesses frequently means convincing a few different people who each value separate elements of products they plan to purchase.
Earlier this year, Brafton spoke with Ken Barhoover, marketing manager for Park Place Technologies, who said developing site content and infographics helps his brand appeal to prospects with different motivations for buying.