u/Hot_Imagination_6703

I've been pushing our team to create more content, blog posts, whitepapers, case studies, because everyone says content is king in B2B. But our sales cycle is 6-9 months, so it's impossible to know if the content we're creating right now is actually generating leads or if we're just hoping something sticks.

We're spending real money and time on this, but the ROI is invisible. I'm wondering if for our industry it makes sense to focus on more direct outreach instead, or if I just need to be more patient with content marketing and trust the process.

For B2B teams that actually have long sales cycles, did content marketing eventually pay off, or did you shift your strategy?