We evaluated 50 B2B & B2C companies that are recognized as a marketing leaders, and some of the results may surprise you:
| 1. A LOT of Content |
| The "Resources" section of leading companies represents over 25% of their total marketing content. |
| 2. Content is Hard to Find |
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Navigation and organization of content was poor making finding specific content very difficult. |
| 3. Not Viral |
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On average, 95% fewer social "shares" than the company's blog posts. Given the additional cost and effort that is required to generate long-form content, there should be much more social sharing to achieve an effective ROI. |
| 4. Out of Date |
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Over 70% of white papers, case studies, and webinars have not been updated in the last 12 months. |
| 5. One-dimensional |
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95% of the content was not multimedia (either just text and images or just video) with limited to no specific call to action. |
| 6. Lack of Visibility |
| Once a prospect downloads content, there is no visibility on
how the asset is used, if it is shared, and often a lack of direct
Call to Action within the content. |
If theses issues affect the top 50 companies in the world - who invest the most in content marketing - there is a great chance that American Red Cross's long-form content marketing efforts could be less effective than desired.