Content is a critical element in demand generation to drive engagement and conversions-especially when considering the prevalence of buyer-led research that buyers conduct before engaging with a brand.

In fact, buyers report making first contact with vendors 70% of the way through their journey (6sense, 2023) with an average of 75% of B2B buyers preferring a completely representative-free sales experience (Gartner, 2023).

This need for buyer enablement places a heavy emphasis on the role of content in the buyer's journey. Poorly planned or executed content marketing strategies are, therefore, a major reason demand generation programs fail.

When delving into the content marketing challenges that B2B organizations are facing, attracting quality leads with content is the top cited challenge (according to Forbes in a multiple choice marketing study).