The more than 450 B2B marketers who will be gathering in Scottsdale, AZ next week for the Content2Conversion and Demand Gen Summit events will be getting something of a wake-up call from the top analysts presenting. Despite the increased investments in content marketing, there is still a considerable disconnect in creating messaging that is relevant and compelling to buyers.
“B2B organizations spend hundreds of thousands — if not millions — of dollars on content every year, both for content marketing and for ‘traditional’ marketing,” said Erin Provey, Service Director for Strategic Communications Management at SiriusDecisions, who will be presenting the keynote session. “Our research shows that a whopping 60-70% of content is never used by anyone (sales reps, prospects, customers, etc.). Think about the waste that represents! Content marketers have the potential to optimize both process and quality, increasing the potential of that content to contribute value to the business.”