Jan 12, 2017

Why 70% of B2B Marketers are Crazy

B2B marketers are looking to optimize their content strategy moving into 2017. Thanks to a recent study by CMI, we can see how B2B marketers are approaching content moving into the new year.

One stat is at the core of why content marketing is getting increasingly difficult. And it's simple:

70% of B2B marketers plan to create more content in 2017 compared to 2016. - CMI

The majority of B2B marketing departments have small (one-person) content teams. Why would they create more content when 59% of these teams lack clarity on what content marketing success even is?

What makes the plan to create more in 2017 even crazier is that 76% of these marketers are prioritizing quality content over quantity.

In summary:

A small team that lacks clarity on content success plans to create more content in 2017, and they are prioritizing quality over quantity.

If you have a large content team that is fully committed to content marketing, you can accomplish quality content at scale through documented strategies with processes in place.

But the large majority of B2B content marketers don't have this luxury. Therefore, they will fall into the trap of creating for the sake of creating in order to keep up.

As a result, our CEO here at Pressly makes a fair point.

Thanks to content marketing, marketers feel immense pressure to produce at scale, as a result, they lose control of quality.

Content marketing expert Jay Acunzo elegantly refers to this as 'The Crapping Point:'

'The Crapping Point'

"The crapping point is the moment at which no amount of technology or process can delay the inevitable: You're creating too much content to sustain any semblance of quality. You've crapped out. Crap-o-la. Craptastic. Crap along if you feel like a room without a roof (#GetCrappy)."

- Jay Acunzo



Not only is it difficult to maintain quality, but it also contributes to the clutter of content. As marketers increase the amount of content they're creating, the exponential growth of information continues up the mountain of what Erica Berger refers to as 'Peak Content.'

A narrow focus on increasing content creation will disable your ability to stand out and resonate with readers.

Bottom Line: Think Before You Write

Only 37% of B2B content marketers have a documented strategy. Content needs to cut through the noise, not make it louder. Today's audience demands personal relevance and a human touch.

Apply goals, measure performance, leverage 3rd party information, and produce quality content. As a result, marketers will be able to identify how to scale content successfully as the team grows and becomes further committed to content marketing.

More importantly, marketers need to stop worrying about volume.

Jeff's presentation at Data Marketing Conference in Toronto sets the stage for how marketers should be thinking about content in 2017:

Thanks to CMI for their in-depth report on B2B Content Marketing in 2017: