Content marketing is all the rage, but it has a dark side that businesses must acknowledge.

One horrifying fact: Though 27 million pieces of content are shared daily and 86% of B2B organizations use content marketing, only 21% of marketers think they're successful at measuring the ROI of their content, according to studies that Scripted cites in the following infographic.

Worse still, 48% of marketers don't have a documented content marketing strategy.

And worst of all, that lack of vision affects how consumers feel about those companies: "74% of online consumers get frustrated with websites when their content appears irrelevant to them," states Scripted.