It wasn’t long ago that content marketing was the new shiny object in B2B marketing circles. Marketing teams would hire their first content marketer to fuel their inbound strategy and it worked! Content marketing was bringing future customers to our digital doorsteps at a rate that validated marketing’s investment in content. 

Content marketing’s success led to content marketing’s growth and teams started to form. B2B marketing teams turned into content factories churning out several new pieces of content each week. The hamster wheel approach to content marketing worked until everyone started to do it. 

Here are some numbers that we can’t get out of our minds:

🧃Forrester stated $119 B was spent by CMOs on content marketing in 2021

🧃High Alpha did a poll and 60% of marketers said they create a new piece of content each day

🧃There’s nearly 10,000 Martech companies with content marketing teams on Scott Brinker’s 2022 Martech landscape. 

The rise of content marketing in B2B is a great thing, right? 

…not so fast. 

The content factory mindset across B2B has left our audiences overwhelmed. The people who we are building for are on content overload. The result is most of the content that we publish goes unseen and ends up in internet purgatory. 

Instead of taking the archaic, content factory approach to production it’s time for all creators and brands to be more mindful of how content distribution becomes a primary focus of their marketing strategy. There’s a seismic shift happening in content marketing and great content distribution is helping brands separate. 

It’s all about getting your content in front of the right audience at the right time. It starts with a mindset shift. Gone are the days where the content factory approach is going to help you get to the next level. We have entered an era in content marketing where we have to be on offense and it starts with content distribution. 

Join Nick Bennett (Director of Evangelism & Customer Marketing, Alyce), Meisha Bochicchio (Senior Content Marketing Manager, Goldcast), Hiba Amin (Senior Marketing Manager, Demand Generation, Testbox), and John Bonini (Director of Marketing, Databox and Founder, Some Good Content)  to walk through how modern day marketers are thinking about content distribution and how we can begin to use it to run laps around our competition.