Updated April 15, 2021

Have you ever heard a sales leader or business exec disparage content marketing as “arts and crafts” or wonder about its business value? You aren’t the first.

The myth that content marketing is some nebulous, feel-good, unmeasured thing gets told all too often.

But why?

The business purpose of content marketing is literally written into its definition:

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience – and, ultimately, to drive profitable customer action.

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We hear a lot these days about “sales enablement.” While there are various definitions, sales enablement boils down to helping your sales team be as successful as possible.

How do marketers develop sales content within their companies? Is the content useful to the salespeople for whom it is developed? Where is it stored and managed so salespeople can access it? How is it measured?

These are just some of the questions CMI set out to answer in our latest survey, Creating Content for Sales Enablement. All respondents indicated they are involved in some way with creating content for their company’s sales teams. We heard mostly from content marketing/content strategy leaders (39%), marketing leaders (28%), and content creators (24%).Continue Reading