“The problem is getting the right content to the right people, even while knowing that key decision-makers are not an easy audience to reach. Producing smart, highly targeted and truly innovative content can be really challenging.”

This is one of the quotes from the B2B content marketing report published by MarketingProfs and Junta42 last September.

The problem is trying to do all those things at once, while outrunning the competition and potentially outnumbing the same target audience. And indeed I have issues with the terms “target” and “audience”. Why is it a problem?

Because, as admitted by marketers and communicators, organizations are still learning to shift their mindset from broadcasting about products — putting a different spin on stories is still part of that — and products that don’t feel exciting enough.

Still from the report, most marketers (36% of those surveyed) also feel that content creation is just the beginning. How they socialize that content to engage customers and prospects takes an even greater slice of their resources. And a big percentage (21%) feel they are not producing enough content.

Compared to whom?

Continues @http://www.conversationagent.com