The year was 2010. Marketing budgets were coming back after being sharply slashed in the Great Recession (2007–2009). Google, Twitter, and Facebook were flourishing, and B2B marketers were looking for ways to use the triumvirate to build relationships with customers and prospects. Content marketing's moment had arrived.

"As these marketers and businesses were searching online, more and more marketing experts were talking about this thing called 'content marketing' — a way to leverage Google and social media and not interrupt people," says Joe Pulizzi, who founded the Content Marketing Institute (CMI) in 2007 and launched Content Marketing World in 2011. "It was all like a perfect storm."

Nearly a decade after its coming out party, content marketing has become a staple for B2B companies, but for all the high hopes and expectations, many challenges remain. A pair of recent reports highlight some of the major ones.