Once upon a time, I had a marketing boss who would ask me about our efforts at brand building: What were the results? What value did they add to the business?

My answer was always the same: “good things.”

In our 2022 B2B Content Marketing Benchmarks, Budgets, and Trends research, we find 80% of marketers say “creating brand awareness” is the goal they achieved using content marketing. Interestingly, “building credibility and trust” is number two with 75%, “educating audiences” follows at 70%, and “building loyalty with existing clients/customers” is 60%.Continue Reading

If your organization has been around for more than a year or two, your website probably holds a mountain of published content. Much of that content no longer helps your audience or your brand because it’s outdated or irrelevant.

But it doesn’t hurt anything, right?

Wrong. Old content may negatively impact your content’s search rankings and visitors’ experience.

For example, published content might link to articles, research reports, or other useful web pages. Over time, pages move offline for one reason or another. Those links might now go to defunct pages. That hurts your search performance because Google frowns on content with broken links. And audiences don’t love them, either.Continue Reading