Public Relations & Social Marketing Insight

You might be wondering, what is a content audit? If you don't know what I'm talking about, your marketing team is likely not being as thorough as they could be in developing your brand's content strategy.

A content audit is the process of rereading all the content on your site to evaluate where you have gaps in your overall content strategy. Yes, it's as tedious as it sounds. However, it's a process that has extreme payoff.

Inspired by a reader's question, CMI takes a closer look at challenges B2B marketers face at both small and enterprise businesses. Check out our 9 ideas for solving some of the biggest content challenges...

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Andy’s question inspired us to take a closer look at some of the content marketing challenges faced by North American B2B marketers who work at small businesses (companies with 10 – 99 employees), as compared to their peers at enterprise organizations (companies with more than 1,000 employees). We’ll also share some insights on ways content marketers can address these issues — regardless of the size of the organization they work for.

In general, both groups are similarly challenged with producing the kind of content that engages — and it is the top challenge for enterprise companies. In a way, I think it’s encouraging to see this as a top challenge, as it shows that marketers are focusing on the value of quality over quantity. And, there is good reason why engaging content matters: Customers and prospects who engage with content are more likely to reach out or initiate a relationship with your organization....