Make no mistake: the CMI’s latest report into America’s B2B content marketing habits makes pretty depressing reading.
For me, the shocking part is how exactly half the respondents scored their content marketing 3 out of 5. Ask how well they’re doing, and they basically shrug their shoulders. That’s not great, when content marketing eats well over a quarter of most B2B marketing budgets – and it’s rising fast.
And where’s all this money going? How are they fixing the problem? Churning out more STUFF. Eight out of ten organisations are producing MORE CONTENT.