Market statistics tell us more & more industrial marketers are starting to implement content marketing, or inbound marketing, as some call it. According to IHS GlobalSpec Research Report, 61 percent of B2B manufacturers are now using this relatively new marketing tactic. At least, new to many industrial marketers.
However, the same research tells us that only 9% can demonstrate how content marketing contributes to sales ROI.
I believe the following 4 critical elements are missing from industrial marketers’ content marketing strategy and the reason only 9% find an ROI benefit.