70%-80% of B2B Marketing content goes unused. Why does this problem exist? What are marketers supposed to do about it? We'll give you practical tips for pulling that content out of the trash bin.
6. 10% 30% 50% 70% 90%
Brand Awareness
Customer Acquisition
Lead Generation
Retention
Thought Leadership
Engagement
Web Traffic
Nurturing
Sales
2013
2012
2011
Because we have too many goals for content.
Which is as bad as having none.
Source: Content Marketing Institute
19. Deciding what to dump and what to recycle
requires bringing key stakeholders together.
20. Tips!
for assembling your
editorial board.
f
k
N
W
Keep a regular meeting schedule.
Include a mix of department heads and
staff.
Review goals or objectives at every meeting.
38. If you don’t have a calendar,
it’s nearly impossible to keep
track of what
you’ve made
and what
you’re making.
39. Tips!
for assembling your
editorial calendar.
4
w
R
Make it visible across teams, departments
and regions.
Organize by content type, task owners and
deadline.
Keep it fresh by updating regularly.