Content marketing, the means of reaching audiences and engaging with them, is perhaps as important now during a global pandemic than ever before, yet a new survey suggests business-to-business (B2B) marketers have some important challenges to overcome.
According to FINITE, a body representing the global B2B technology marketing community, more than a third (35%) of B2B marketers report that producing enough content is their biggest challenge in 2020.
Around a quarter (26%) say their biggest challenge is finding the right audience, while 16% say it is about measuring return on interest (ROI).
Although 68% of B2B marketers are confident in their approach to content marketing, only 43% have defined key performance indicators (KPIs), 18% have rarely, or never, defined content marketing KPIs, while just 8% say they are always able to attribute ROI to their content.
Lees dit artikel op WARC