Most B2B marketers I know have a hard time keeping up with everything that’s thrown their way. Depending on the size of the company, they’re ultimately responsible for advertising, public relations, organizing customer events, writing and distributing press releases, editing case studies and white papers, and running the social media machine. Keeping up with competitors’ content marketing and thought leadership activities gets pushed pretty far down on their to-do list.
But it’s an essential effort, and here’s why: Failure to develop and maintain a comprehensive view of the content marketing and thought leadership activities in your key markets can lead to lackluster results from “me too” projects, wasted resources, abandoned initiatives, and squandered customer goodwill.
This post will show why content benchmarking is important and what it entails. I’ll go through how benchmarking knowledge can be used to create more engaging and effective content in my next post. Continue Reading