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.

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If you’ve ever worked with a company where no one knows who is supposed to own what content or how content aligns with company objectives, you’ve probably seen tension build between departments and within teams, and you’ve probably seen content produced that’s aimless and inconsistent.

In large B2B organizations especially, no one person or team owns all the content. Each team needs to produce content on demand for its own objectives. Here are some typical (potentially conflicting) interests:Continue Reading