Content Marketing Marketing

B2B marketers are struggling to produce enough content amid the pandemic


By John Glenday, Reporter

October 9, 2020 | 3 min read

Content marketing remains a challenge to many business-to-business (B2B) marketers, according to a new survey by Finite – a body representing the global B2B technology marketing community. It found that 35% of B2B marketers struggled to produce enough content to reach and engage with audiences in 2020.


The pandemic has pushed the B2B content pipeline to the limit, a new study has found.

The challenges facing B2B marketers right now

  • Finite grilled over 600 B2B tech marketers with 11 questions relating to return on investment (ROI), key performance indicators (KPIs) and search engine optimisation (SEO) to arrive at its findings.

  • As you would expect, a dearth of physical interaction had pushed B2B companies to prioritise digital content – but 35% of respondents conceded they were struggling to author sufficient content to reach their audiences.

  • Another stumbling block came in tailoring their output to engage the right people, with 26% admitting they struggled to do so. 16% meanwhile cited measuring ROI as their greatest difficulty.

  • Elsewhere the report found that 68% of B2B marketers remain confident in their approach to content marketing, although just 43% have defined KPIs and a worrying 18% have rarely or never defined content marketing KPIs.

ROI is an issue too

  • Management has long been obsessed with ROI as a crucial barometer of success. Despite this, a mere 8% of marketers said they were able to attribute ROI to their content plan.

  • This apparent discrepancy is explained by Adelle Kehoe, head of content at marketing platform MVF, who said: “By focusing on exact ROI, you are inherently missing the point of content marketing.”

  • The broad report also found that the proportion of marketers valuing SEO as important to their marketing strategy stood at just 70% – a jarringly low proportion given it is a central pillar of digital content.

  • Attempting to make sense of this James Rowland, digital performance director at Refinitiv, a financial data supplier, commented: “It’s surprising to me that the figure is only 70%. Many decision-makers are working from home and in this virtual environment, they are consuming much more content online. Search engines in many cases are the gateways to this.”

Content Marketing Marketing

More from Content Marketing

View all


Industry insights

View all
Add your own content +