B2B marketers are struggling to optimise blogs and videos for SEO and undertake other valuable tasks because content creation is taking up 82% of their time, a new study by Casted has found.
The State of the Content Marketer Report shows that marketers are investing so much effort and resources into the creation aspect of content that they are often neglecting other aspects of their job.
Content marketers in the B2B industry currently spend around 33 hours every week crafting content, even though it is just one of their responsibilities.
Casted CEO Lindsay Tjepkema believes this is making it difficult for brands to get the “full potential” from marketing campaigns and drive meaningful return on investment (ROI).
The time commitment for in-house teams is also drawing the focus away from meeting the needs of a target audience, which is crucial for content marketing and SEO success.
“Content marketers are short on time to do their job and lack the proper resources to execute an amplified marketing strategy,” Tjepkema added in a statement.
This problem is being exacerbated by the fact that marketers are using up to five platforms on average to manage their strategies effectively.
Outside help could reduce the strain on marketers and assist with the creation of blogs, which are the most popular format according to the study, alongside emails and social media messages.
Around two-thirds are also investing in webinars and 47% in whitepapers, with marketers mixing written and visual formats to engage audiences.
Creating content is worth the effort, though, as B2B buyers say they spend a large portion of their own time searching and consuming content that can support better decision making when buying products and services.
