LOOKING FORWARD Respondents said their top two content marketing challenges were creating content that appeals to multi-level roles and accessing subject matter experts to create content. B2B Organizations’ Current Content Marketing Challenges Creating content that appeals to multi-level roles within the target audience 44% Accessing subject matter experts to create content 42% Internal communication between teams/silos 38% Creating valuable content instead of sales-oriented content 36% Differentiating our products/services from the competition 36% Overcoming traditional marketing and sales mindset 36% Difficulty in reaching target audience(s) 35% Consistency with messaging 31% Ability to be agile when change is needed 30% Technology integration 28% Accommodating for a long decision-making process 27% The shift to virtual selling necessitated by working from home 9% Government/legal regulations 7% Other 9% No challenges 1% 0 10 20 30 40 50 Base: Content marketers. Aided list; multiple responses permitted. 12th Annual Content Marketing Survey: Content Marketing Institute/Marketing Profs, July 2021 46