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70%-80% of B2B Marketing content goes unused. Why does this problem exist? What are marketers supposed to do about it? We'll give you practical tips for pulling that content out of the trash bin.
70%-80% of B2B Marketing content goes unused. Why does this problem exist? What are marketers supposed to do about it? We'll give you practical tips for pulling that content out of the trash bin.
10% 30% 50% 70% 90%
Brand Awareness Customer Acquisition Lead Generation Retention Thought Leadership Engagement Web Traffic Nurturing Sales 2013 2012 2011 Because we have too many goals for content. Which is as bad as having none. Source: Content Marketing Institute
Tips! for assembling your editorial
board. f k N W Keep a regular meeting schedule. Include a mix of department heads and staff. Review goals or objectives at every meeting.
If you don’t have a
calendar, it’s nearly impossible to keep track of what you’ve made and what you’re making.
Tips! for assembling your editorial
calendar. 4 w R Make it visible across teams, departments and regions. Organize by content type, task owners and deadline. Keep it fresh by updating regularly.