Content marketers are saddled with the wrong metrics, projects, and priorities. Sales wants a case study (any case study!), demand gen needed an ebook for their campaign yesterday, and the CEO is asking why you're not ranking #1 for a related (but likely low-impact) keyword.

The result? B2B brands publish more of the same old transactional content, instead of value-driven content that buyers crave, which would actually move the needle.

How do we get out of this spiral? Better cross-functional relationships-and learning from our non-marketing colleagues-will take us from transactional to differentiated content.