Updated July 7, 2022

As the vehicle driving all public-facing messaging for the organization, content is essential to the success of every department. With all the different goals to achieve, it’s no wonder tension builds when it comes to content production and distribution.

Seemingly competing priorities and a lack of a cohesive workflow can leave your company’s content disjointed and confused. And that’s definitely not the impression you want to make on audiences, including your prospects, brand fans, and loyal customers.Continue Reading

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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