Content marketing helps companies tell a story and engage their customers on another level. Content marketing is also one of the best marketing tactics not to mention one of the most time consuming for both B2B and B2C companies. In a recent study (February 2013) from Ascend2, they surveyed marketers from around the world and found that for B2B marketers, creating content/blog posts, creating whitepapers, and creating video/audio content were the top three most effective marketing tactics and also the most difficult and time consuming to create.
Among the reasons cited as to why the content was so difficult to create, B2B and B2C marketers cited the same two obstacles:
- Lack of resources to create and follow through on the content engagement that powers social
- Difficulty in measuring the ROI of their efforts