Are you struggling to create content marketing that impacts revenue? Having a hard time justifying growing your content budgets? Want to know how to overcome the biggest content marketing fail?In this podcast interview, Mary Keough, the Head of Marketing at Map My Customers, sheds light on the Top 10 challenges faced in content marketing in the B2B sector. According to Mary, content holds the utmost significance and should be the focal point of any marketing strategy.During the discussion with Steve MacDonald, Mary Keough delves into the major internal and skillset obstacles encountered in content marketing. She places great emphasis on securing support from the C-suite or leadership for any content marketing initiative. Additionally, Mary highlights a common oversight in content marketing regarding the selection of appropriate distribution channels. She believes that many B2B companies fail to make the necessary effort to ensure their content is disseminated across the right channels, such as organic social media, email, paid social, and more. Mary underscores the importance of actively selecting and promoting the right content to reach the intended target audience effectively.Specifically, Mary shares insights into how her B2B company leverages podcasts to produce its highest-quality content. For starters, podcasts serve as a platform for interviewing customers and creating case studies, as well as conducting interviews with prospects to foster relationships. She discusses how podcast creation not only helps her company solidify its product-market fit and go-to-market strategy but also enables them to maintain connections with prospects who may not be ready to make a purchase yet. Finally, Mary emphasizes the significance of broadening perspectives in order to contribute value to the industry and shares her tips on how to grow your content budget that will blow you away.Learn how Mary overcomes all the most important challenges content marketers face:Setting the stage for overcoming challenges to creating great content marketingOvercoming the greatest internal challengesOvercoming skillset challengesOvercoming the biggest content marketing failOvercoming the challenges around content qualityOvercoming sales challengesPutting perspective around content marketing challengesAddressing the challenge of how much to spend on content marketingThe challenges of measuring and reporting on content marketingThe overall takeaway around the challenges to running successful content marketingOvercoming the challenges of growing the content marketing budgetFollow Mary Keough on LinkedInFollow Steve MacDonald on LinkedIn

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