The Biggest Challenges that B2B Marketers Face in Content Creation

by | Jan 13, 2025

In the world of content creation, multiple B2B marketers are comfortable in generating different tactics to get ahead of brand awareness, leads and driving sales. However, that doesn’t make up all of what content creation has, or its challenges, as noted in the latest annual B2B content marketing report from the Content Marketing Institute, produced in partnership with MarketingProfs. The bar graph created from the survey shows the different problems that many content creators face, who are in communications, marketing and content creation roles.

According to a July 2023 survey, the top challenge for B2B marketers’ content creation was creating the right content for the specific marketer’s audience. An astounding 57 percent voted this to be the biggest challenge, which comes to a bit of a surprise. Many know that it does take a great amount of analysis in order to figure out the perfect content for your specific audience. However, it does speak volumes that this ranked as the #1 biggest challenge for B2B marketers.

One interesting percentage that particularly caught my eye for ranking in the middle of the survey was that one of the challenges was to create quality content, coming in at 44 percent. In most cases as a company within the marketing communications realm, you want to only be generating and posting quality content versus quantity for your audience. As a perspective client and viewer of multiple marketing and communication companies, if I were to find content put out that wasn’t quality, that would be a red flag in my mind. Some examples of quality content include insightful videos of various employees at a company, creating eye catching graphics or writing blogs that are up-to-date with the latest trends in your industry.

As for the percentage that ranked last, as the least hard challenge that B2B marketer’s having to keep up with would be creating enough content to keep up with external demand, coming in at 30 percent. This statistic ranking last didn’t come as a big surprise, as many companies continue to pump out graphics, videos and different types of social media posts. This can lead to the challenge in creating quality content or the right content for your audience, which concludes as the top statistics in this graph. Very full circle.

Overall, in the world of content creation, there will always be challenges associated with it. The various audiences for each company are forever changing and the demand from them will also be in an upward spiral. Each year trends and audiences change, which institutes the importance of keeping up with the fresh cycle of marketing and content creation.

To learn more about the survey or about Marketing Charts and the research that they put out, click here.

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