If you're like me, you're excited for what 2016 will bring for your business. A new year is a great time to plot new strategies and try new approaches to initiatives that aren't performing as well as hoped. As we approach 2016, content marketing is as popular as it's ever been, perhaps even more so. B2B and B2C companies are flocking to the strategy, especially as Google continues to direct its search engine results away from focusing on keywords. So what's Google focused on? Quality content and answers that educate the reader. As a result, many companies are now strengthening their content portfolios and their social media efforts, as well as their Web site copy. As a part of that effort, many companies have begun to implement content marketing. But according to the Content Marketing Institute's "B2B Content Marketing 2016 Benchmarks, Budgets, and Trends-North America" only 30% of B2B marketers say their organizations are effective at content marketing, down from 38% last year. And, even more interesting, 55% of the companies polled don't know what content marketing success or effectiveness looks like.
