Marketers are drowning in content

B2B Marketing’s 2014 Content Benchmarking Report reveals marketers are struggling to harness the power of content because of the increasing volume being produced. Jessica McGreal investigates

Content marketing is popular. Period. However, with popularity comes great power, a power the majority of marketers surveyed in B2B Marketing’s 2014 Content Benchmarking Report cannot seem to measure, or harness.

Only one per cent of the B2B marketers that took part in the research said content has ‘limited or no importance’ in their activity. For the other 99 per cent content plays a key role in their overall marketing efforts, with 61 per cent of senior management supporting it.