The trend is clear and growing: content marketing and thought leadership has swiftly become one of the most important business-to-business marketing strategies used by companies to connect and engage with their target markets.
Over the next few years that importance will surely grow, potentially tripling the $100 billion that is estimated to be spent on content marketing and thought leadership this year alone by companies throughout the world.
Yet for all the interest, growth and successes in this area, challenges are emerging too.
From generating ideas that should underpin insightful, actionable content, to its distribution and the value it ultimately delivers, content marketing and thought leadership in particular is seemingly not working as well as it should for many companies.
That much is clear from the responses of over 200 senior marketing, sales and communications executives who took part in our global survey, which was designed to capture the corporate sector’s current thinking on content marketing and identify the main challenges faced by companies investing in and pursuing this strategy.
These executives come from companies of all sizes, across industries and geographies, providing a diverse and comprehensive spread of views and insights on content marketing and thought leadership.