According to Sirius Decisions, approximately 60-70% of content produced by B2B companies is actually consumed. This is primarily due to people viewing your content as a B2B professional as gimmicky and sales-oriented. This can be remedies by creating a content hub known as a “buffer zone” that creates a space where you can share content with an audience that feels safe enough to engage and explore. The absence of vendor-like tactics will make them feel less pressured, causing them to engage with your brand much more.
- There is plenty of evidence to suggest that most content is largely ignored, with over 90 percent not receiving a single backlink.
- Credibility is a serious issue for content marketing, as many readers automatically treat it with cynicism and distrust.
- A content hub can create a more magazine-like impression that will make it easier for readers to share their content without feeling like they’re just promoting a brand.
“And if it Is being consumed, the numbers are so low it’s probably not providing a return on its investment.”