At least 90% of B2B buyers have stated that online content has an effect on their purchasing behaviour. The fact of the matter is this: if you're not on the content marketing bandwagon, you're rapidly falling behind.
A few years ago, content marketing involved nothing more than churning out bulk collections of mediocre text. It didn't really matter what you were saying, as long as you were actively posting something, your business was in the clear. With the growth of the Internet, however, that particular landscape has changed. Now, more than ever, the competition is intense. In order to take your business to the next level, you have to create content that is educational, insightful, and engaging.
In short, you need a goal. And in order to achieve that goal, you need a content strategy that works.