There’s one tune marketers can’t stop singing—and it’s not exactly upbeat.
Time and time again, studies show that the inability to produce valuable and engaging content hinders marketing teams, stunting success across channels like social media, blogs, search and SEO, sales enablement, and marketing automation.
And, as new data from Ascend2 echoes, creating valuable and relevant content is the biggest obstacle to growing email lists.
Ascend2’s survey respondents—mostly B2B marketers—report as the most effective tactics for growing lists: gating website access (43%) and content downloads (42%).
As many marketing experts have pointed out, content lies at the heart of modern marketing. Without it, there’s nothing to deliver to target audiences, nothing to engage prospects, nothing to gauge interest in your company’s products and services.
So when will marketers stop humming along to this frustrating beat?
When they put content at the center of their strategies, and focus on building a content operation to support the most important channels and tactics.