Just 42% say their content is effective Research suggests that in the B2B environment, just 42% of marketers believe their content marketing is effective. In the B2C environment, around 43% of marketers believe their strategy is effective. It seems reasonable to suggest that this is a less than acceptable result. Perhaps the most significant failing […]

Just 42% say their content is effective Research suggests that in the B2B environment, just 42% of marketers believe their content marketing is effective. In the B2C environment, around 43% of marketers believe their strategy is effective. It seems reasonable to suggest that this is a less than acceptable result.Perhaps the most significant failing is a result of the propensity to place quantity ahead of quality. This is a mistake I am afraid I have made in 2020. It is a mistake I plan to rectify in 2021. The desire to post each day can override the need to develop the highest possible quality content. And yet, to the audience, quality will almost always trump quantity. Of course, even with the intention of publishing quality content, we are faced with the question of what represents quality? What does quality look like?Successful practitioners suggest that quality content is: Relevant – to…