Last week we covered a study on B2B content marketing in 2012, with details on strategy goals, tactics and challenges. Data revealed that while most marketers are on board with content as a strategy, struggles abound, from lack of resources to the inability to produce enough quality content. But a new study from Corporate Visions reveals internal issues having to do with process and collaboration.
The study (a survey of 730 B2B sales and marketing professionals) shows that just 1 in 3 marketers believe their company’s content creation process is truly collaborative. Another 33% say message creation is semi-collaborative, while a final third sees the process as “non-collaborative, politically charged, or [not a] process at all.”
Looking at how teams actually execute content production, it appears that most of the work is done by marketing and sales management. Meanwhile, field sales reps – the team members with the most customer contact – are actually least likely to participate in content production.
Corporate Visions also looked at the content generation process. B2B marketers were asked how often their company uses a “repeatable, consistent methodology for creating content, messages and tools.” 61% said this happens somewhere between “sometimes and never,” while just 3% said their company always uses a repeatable content marketing process.
More and more B2B brands are using content marketing for lead generation, but the disparate nature of the production process is limiting. Do you think company-wide collaboration can improve the quality of B2B content? Share your thoughts with us below.