The phrase “content is king” has become a marketing cliché, but that doesn’t make it any less true. The problem is that many marketers get so caught up in creating a regular stream of content that they forget what makes B2B content matter in the first place.
In order for your content to resonate with your audience, it has to be useful—otherwise, it will simply be ignored. In fact, research from marketing insights firm Beckon suggests that 19 out of 20 pieces of brand content get little to no user engagement.
