Did you know, content marketing costs 62% less than traditional marketing and generates about 3 times as many leads. (Content Marketing Infographic, n.d.) Content marketing is the process of planning, creating and sharing online content with a selected audience. Business to Business (B2B) marketers reportedly use an average of 12 content marketing tactics varying from blogs, to videos, to infographics, checklists, how to guides, ebooks, memes and many others. The 2022 State of Media & Content Planning report revealed that the top three goals of content marketing are generating brand awareness, building credibility and trust and educating audiences. All things considered, content marketing is an intricate part of modern marketing. Yet with so many platforms, trends, keywords and competition, the top challenges markets face with content marketing include creating content that generates leads, finding ideas for new content, and creating content that receives high levels of online engagement. In theory, releasing content on a variety of platforms should create brand awareness and generate leads, but practically, if not created with a plan or strategy, this way of content marketing could translate to a lot of work and time invested for little reward. As Niel Patel says: ‘If you’ve been looking to score the top spot or even the first page on Google, here’s one secret to improving your position: have a great content strategy.’