Let’s break it down.
I’ve spent 15 years in marketing, and almost every B2B company struggles with the same issue: Content Chaos.
65% of sales reps say they can’t find content to send to prospects, so marketing keeps making more. But 60-70% of all B2B marketing content remains unused. Meanwhile, B2B buyers need 13 pieces of content before making a decision.
The Root of Content Chaos
Marketing teams work hard to create content that educates and nurtures prospects. But somewhere along the way, it gets lost. Sales teams either don’t know it exists or struggle to access it when needed. The result? Buyers aren’t getting the information they need to move forward.
So what happens? Businesses compensate by focusing on more lead generation, rather than fixing the real problem: connecting buyers with the right content at the right time.
How Content Chaos Hurts Your Business
- Wasted Resources: Hours of work and budget go into content that never sees the light of day.
- Inefficient Sales Teams: Sales reps waste time searching for materials instead of closing deals.
- Buyer Frustration: Prospects struggle to find the answers they need, delaying or abandoning decisions.
- Misaligned Teams: Sales and marketing teams operate in silos, creating a disconnect in messaging and strategy.
Solving the Content Chaos Problem
Fixing content chaos requires more than just producing more content—it demands a strategy to make content findable, accessible, and actionable for both sales teams and buyers. Here’s how:
- Centralized Content Hub: Ensure all content is stored in one easily accessible location with clear categorization.
- Sales Enablement Training: Equip sales teams with knowledge of what content exists and how to use it effectively.
- Data-Driven Content Strategy: Track which content is being used and what converts leads to sales.
- Buyer-Focused Content Mapping: Align content with specific buyer journey stages to ensure the right materials reach the right prospects at the right time.
The Path Forward
Companies that solve Content Chaos will gain a competitive advantage in 2025. Rather than chasing endless leads, they will improve conversion rates by equipping buyers with the content they need—at the moment they need it.
That’s why we built Masset—to stop the Content Chaos and help you hit your goals. By ensuring your content is working for your business, not against it, you can focus on sustainable, scalable growth.
Are you ready to take control of your content and make 2025 the year you finally break free from Content Chaos?
