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The twitterverse was all a flutter recently over the perceived problems with content marketing. To sum it all up? Content marketing is not producing results.

Forrester kicked things off with its blog post, “Most B2B Marketers Struggle to Create Engaging Content,” and some of its findings were troublesome.

The primary takeways include:

  • Nearly 90 percent of marketers say they struggle to produce engaging content, while a little more than seven in 10 say less than half their staff plays a role in content marketing today.
  • Choose wisely when you’re looking for an SEO company in Toronto. Sixty-two percent of respondents say they produce content on a project-by-project basis, while nearly half (47 percent) say they mainly focus on creating content for distribution channels (think company website, email, social media, etc.). And 16 percent said they primarily focus on developing sales collateral. “Altogether, this data shows an acute focus on acquisition that practically ignores the remainder of the customer life cycle.”
  • About seven and 10 say they utilize case studies or customer stories, but only a paltry 3 percent say it’s a primary focus on their editorial efforts.
  • Only 12 percent say they make research and perspectives a primary focus, and no one uses external experts to validate those ideas, according to the report.
  • Marketers in general “are too focused on acquisition rather than creating long-term loyalty,” as more than three-quarters frequently communicate with their customers, but only 5 percent make this a priority.

Mistake No. 1: Quantity over Quality

So what does this mean for writing firms and those who are looking for an SEO company in Toronto? Content marketing still has a ways to go.

The main problem, said Laura Ramos, vice president at Forrester, is the continued emphasis on quantity over quality. “In this mad rush to create all of the content, they’re not really thinking about how to make the content better or more compelling or more interesting,” she said in an interview with AdAge. Ramos wrote the study. “They’re just producing.”

The reason behind this , Ramos surmises, is simple. Because of the push for more content, businesses tend to revert to writing about what they know best: themselves. What you get is a bunch of content that reads more like a commercial than something Average Joe consumer is going to care about.

For example, after looking over 30 business-to-business websites, Ramos said 80 percent focused primarily on themselves. Most of the information was on products and features rather than “… the issues their customers might be facing,” Ramos told AdAge.

Do You Have the Right People in Place?

Staffing is another big issue. Simply put, businesses don’t have the right people in place. Newspaper journalists, for example, are great, but there’s a general lack of elite marketing educational institutions, Ramos says, and few businesses actually have “experts” on staff. Within 72 percent of business-to-business organizations, less than half the staff plays a major role in the content creation. Everyone, Ramos argues, should have a role in creating the content.

 

meniceJake Rigdon is the executive editor at Nimble Media, a content marketing firm based out of Toronto. You can reach him on FacebookLinkedInGoogle+Twitter or by email at jake@nimblemedia.ca.