Products

EMARKETER delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
PRO+
New data sets, deeper insights, and flexible data visualizations.
Learn More
Reports
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Forecasts
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Charts
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Briefings
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About EMARKETER

Our goal is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More
Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Events
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Podcasts
Tune in to EMARKETER's daily, weekly, and monthly podcasts.
Learn More

Where’s the disconnect for B2B content marketers?

B2B content marketers rely on campaigns, plans, and calendars—but none of these equate to a marketing strategy. Simply producing more content can affect the quality and dilute messaging, draining overall value.

Content marketers tend to “listen to whomever is screaming loudest,” according to November 2021 Parse.ly research, with 68.7% saying their content strategy decisions come from other teams’ requests. And 51.6% say they originate from anecdotal evidence—50.0% claim they come from executive requests.

Content marketing practices are mostly tactical, not strategic. Content marketing missteps include the following:

An editorial calendar is not a strategy. It’s a schedule—likely based on anecdotal evidence of a past asset’s success or a popular trend. Nor does a calendar provide processes or limitations for deciding which assets to create. In addition to all the content produced, marketing quickly becomes an in-house provider for one-off requests. Content creation and distribution without a strategy is ad hoc and disorganized.

Limited cohesion leads to disparate messaging. In the rush to create mounds of content, relevance often suffers, and quality can be subpar, potentially yielding content that lacks empathy, authenticity, and personalization. Almost two-thirds (63%) of buyers in North America disregard content if it’s not relevant to their interests, needs, industry, or role, according to Forrester.

Content doesn’t address the needs of the customer. Most content aims to attract new business. Only 46% of content leaders in North America provide content to their existing customers, Forrester reports—but the customer should be the focus of content creation.

“CMOs need to talk to the customer to find out what the customer wants,” said Kristina Halvorson, founder and CEO of Brain Traffic. “They should care about staying connected to the customer, their needs, and expectations.” The voice of the customer and brand advocates then become drivers of new business.

Read the full report.