7 reasons why your content marketing strategy is not working

By Alexander Kesler

Founder & CEO, INFUSE

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Synopsis:

Buyers consume up to 15 pieces of content to support their decision making

Content strategies should have full organizational buy-in before rollout

B2B content must be aligned with buyer needs at every stage of the buyer’s journey

While 55.4% of marketing teams are investing in AI technology for facilitating large-scale data analysis (Voice of the Buyer 2025), 72% continue to leverage AI primarily to automate and optimize content creation. This has resulted in the generation of vast amounts of content, highlighting a disconnect with buyer needs (Voice of the Marketer 2025).

The state of demand content has renewed the focus on quality and the role of content in the buyer’s journey. In B2B marketing, content remains a critical touchpoint and resource for enabling complex decision making that mitigates risk. Indeed, 22.7% of buyers consume 7-10 pieces, and 18.7% engage with 15 or more (Voice of the Buyer 2025).

Given the sheer amount of content that buyers consume per vendor considered in their buyer’s journey, ensuring that content aligns with their needs is paramount.

However, even the most well-researched or original content will fail to generate demand if it does not contribute to a compelling brand experience and empower buyers to confidently make decisions.

So, how can marketers avoid this disconnect?

In this whitepaper, we share seven reasons why your B2B content marketing strategy may be underperforming—and how to create demand content that resonates with buyers and drives outcomes.