Content marketing is a valuable B2B lead generation tool, but a number of companies struggle to create and publish information they feel "wows" their potential clients, a new Forrester Research report indicates.

Content marketing is a valuable B2B lead generation tool, but a number of companies struggle to create and publish information they feel “wows” their potential clients, a new Forrester Research report indicates.

Most respondents indicated their content marketing efforts feel “disjointed” and “hit or miss.” While 50 percent of B2B firms said their content educates buyers, just 14 percent tell prospects a complete story that encourages purchases. This suggests businesses should focus on content marketing strategies as much as content creation itself – something most marketing experts agree on.

Although B2B marketers feel they could do a better job with their promotional content efforts, the report highlights the importance of leveraging content as a sales tool. A significant number of B2B firms use educational content as a way to engage prospective clients.

Moreover, customers tend to prefer content over other advertising approaches. Brafton recently reported that as many as 75 percent of consumers appreciate when brands offer valuable content, while nearly three-quarters say they prefer insightful articles over promotional advertisements.

Brafton has also reported that businesses are beginning to pick up on the usefulness of custom content marketing. According to a survey from Focus, content marketing is a top investment for both B2C and B2B brands.