Content is a pain point for B2B marketers. Recent surveys indicate that marketers increasingly believe content is a powerful tool for acquiring new customers, and the average company will dedicate around 12% of their marketing budget to custom content in 2013. However, just 8% of marketers consider themselves able to truly understand the value of content. Natalie Zmuda of Adage writes that managing content—determining who will oversee the blog and which organization members will contribute—is among the most significant challenges facing marketers today.
And then there’s the issue of velocity. 64% of B2B marketers cite producing enough content as their biggest challenge. Few companies have the budget to bring a dedicated content creator on staff, which means marketers are struggling to adopt content creation into their workflow.. We can’t offer a cure to the growing pains of content marketing, but from experience we can suggest some ways that you can boost your content calendar:
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