We evaluated 50 B2B 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 B2B companies represents over 25% of their total marketing content. |
| 2. Content is Hard to Find |
|
Navigation and organization of content was poor making finding specific content very difficult. |
| 3. Not Viral |
|
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 Out of Date |
|
Over 70% of white papers, case studies, and webinars have not been updated in the last 12 months. |
| 5. One-dimensional |
|
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 B2B marketing companies in the world - who invest the most in content marketing - there is a great chance that Corinthia's long-form content marketing efforts could be even more ineffective.