“Content, content everywhere, but not a drop to drink.” Today’s B2B content marketing scene can be summed up by this riff on the old saying.
What I mean is that there’s a surprising gap between B2B marketers and their customers when it comes to content. Modern marketers know that that today’s buyers want to do their homework by doing online research on their problems and possible solutions before contacting a vendor. That’s why 93% of B2B companies are turning to content marketing, according to the Content Marketing Institute’s 2014 Content Marketing Survey.
Yet according to IDG Research, 82% of IT decision makers find it at least somewhat challenging to locate the information they need to make an informed purchase decision. And nearly four out of ten (39%) find it very or extremely challenging to find the content they need.
Why the disconnect?
Find out here on Yahoo Business featuring Kentico CMS!