Do B2B Content Marketers Struggle to Keep Ideas Coming?

Article published on eMarketer based on my original research

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April 17, 2015


Business-to-business (B2B) marketers are well aware of writer’s block, based on March 2015 research by Kapost. Among B2B marketers in North America, nearly four in 10 said it was difficult or somewhat difficult to come up with ideas for content marketing, and half said they didn’t have enough ideas to fuel such efforts.

When brains are drained, reaching out across departments to drive ideas for marketing content can help, and 52% of respondents were doing just that. However, B2B marketers voiced a desire to expand idea generation internally. More than two-thirds said they wanted to be able to “crowdsource” ideas from internal employees more easily. Even though about six in 10 respondents found coming up with ideas for content marketing easy or somewhat easy, everyone needs help when one considers that B2B content marketers polled estimated they needed 67 ideas per quarter to be successful.