Content marketing is at a critical inflection point. For it to serve as the fuel and infrastructure for modern marketing departments, some things need to change. Brands are not getting much of a return on that investment. We know this thanks to a survey of 252 marketing leaders at Fortune 500 conducted by BrightEdge (one of my clients).
Some key findings:
- 71% of marketers say that less than half of their content is being consumed.
- Fewer than 9% of marketers report three-quarters or more of the content they produce is engaged with.
- The B2C content consumption rate was slightly better than B2B.