I was talking the President of a local B2B manufacturer the other day. He cited some statistics he read about the effectiveness of content marketing in the B2B space. He said, “Tom, I noticed in a marketing blog that engagement rates for content are really dropping. Does that dampen your enthusiasm for content marketing for industrial?”
My response, “To the contrary. Tell you what, I have some thoughts about that issue and let me post a blog about that subject this coming week.”
True, there are some dismal stats concerning B2B content marketing & content marketing for industrial that takes the bloom off the rose. For example TrackMaven tells us that we are producing more content than ever, but engagement has fallen dramatically.
Content Marketing Institute tells us in 2016-B2B Manufacturing Content Marketing that overall effectiveness of content marketing has lowered this past year.
Here is why I think these stats spell opportunity for the the savvy industrial marketer. My conclusions are based on my own opinions, anecdotal evidence from my knowledge in the industry and research from some of the resources cited above.