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BRANDING NEWS: Most B2B marketers have no content strategy

Despite its status as one of marketing’s most popular concepts in the last couple of years, content strategy is sadly missing in the lead generation activities of 74 per cent of B2B marketers, according to a new report.

The research, commissioned by Emedia, found that although lead generation is high on B2B marketers’ agendas, only 26 per cent have a distinct content strategy with which to drive it.

Other key conclusions in the report, which includes feedback from 200 B2B UK marketers, include that ‘lead generation’ and ‘brand awareness’ are marketing priorities, and that ‘there is no agreement as to what is required for someone to be considered a lead.’

You can download the report in full over at the Emedia website.

What do you think about the findings? Tell us in the comments box below.