50% of B2B content has no impact

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50% of B2B content has no impact

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50% of B2B content has no impact. This is the conclusion of a Link!In / !elman study publish! in September 2021: Thought Leadership Impact Report .

 

This is the optimistic version

50% of B2B content According to another study, 75% of marketing campaigns phone number library underperform. The gap between 50% and 75% is likely due to the different scopes: in one case, we’re talking about marketing campaigns, and in the other, only about content.

In fact, it doesn’t matter, the underlying problem is the same: content marketing, is it worth using rd station for b2b companies?  especially in B2B, doesn’t work. Or, to be more optimistic, when it does produce results, we’ve been lucky. Explanations and analysis.

I had the privilege of being invit! to the BtoB Summit 2021 : thank you to the organizers. I notably attend! a roundtable discussion host! by Thomas Benzazon with, on stage, Cyndie Bettant (Cision), Léonie de Verdelhan (Jeudimerci), Aurélien Gohier (Dassault Systèmes), and Sylvie Lachkar (SAP).

B2B content has no impact, stakeholders analyze

For Cyndie Bettant and Aurélien Gohier, if BtoB content has no impact, it is china leads mainly (for Cyndie) or notably (for Aurélien) due to a question of quantity.

I’m not going to bring up the graph I’ve seen thousands of times, which shows two curves. One, for content production, which follows an exponential line, and the other, for consumption, which is more linear. The more time passes, the wider the gap between what is produc! on the one hand and what is consum! on the other.

Conclusion: when you produce content today, the greatest probability is above all not to be read, or even seen.

It’s getting harder and harder to get notic!. This is a fact. It’s indicat! in the !elman study. This is illustrat! on Link!In, where a recent Dutch study indicates that average reach on Link!In has dropp! by 20% in one year.

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