Podcast 37: The battle to stop B2B content from going to waste
Why does so much B2B content go unused? And is there anything marketers and copywriters can do to stop content waste? Listen in to find out.
A staggering amount of B2B content goes unused after it’s been produced:
- In 2013, SiriusDecisions claimed 60 to 70 percent of B2B marketing content doesn’t get used.
- While VP of Content Marketing for SAP, Michael Brenner discovered that 60% of marketing content produced for a single product had never been used.
- The Head of Marketing Operations for GE healthcare stated during a 2015 Forrester Sales Enablement forum that: “82% of the content we’ve created [has] never been used.”
- Munyaradzi Hoto, SVP of Marketing for Idio, estimated that in 2014 , $50 billion out of $272 billion spent on B2B marketing content was wasted on unused content assets.
In this episode I’m joined by Fiona Campbell-Howes, Radix’s founder, and David McGuire, Radix’s Creative Director, to examine what leads to content waste and if there’s anything you can do to stop it.
Listen now to find out:
- How a lack of review time can lead to B2B content getting benched
- Why it always seems to be the work you like most that disappears
- The effect strategy changes can have on publishing content
- Why delays gaining permission from third parties can stop publication altogether
- What editorial can do to reduce waste
- … and more
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The Radix Team
Wider team
Since 2007, the Radix team has worked with B2B tech companies and agencies to create compelling content. With an average of 9+ years’ experience, our writers have the expertise and talent to communicate complex tech propositions with clarity, credibility, and creativity.