Marketing Interactions

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B2B Content Marketing > Going Bold or Fading to Beige?

Marketing Interactions

If this doesn’t concern you as a B2B content marketer, it should. B2B content is plentiful. Just not content that’s meaningful, provocative, or forward-thinking. Risk Aversion: The Kiss of Beige for B2B Content Marketing There’s a false sense of security in the status quo. They’re creating content for anyone.

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Stop Asking B2B Buyers to Take Leaps of Faith with Content

Marketing Interactions

The content we use to engage B2B buyers must resonate and be relevant. Come across a brilliant idea for content that we can’t say no to, created it and launched it to an unsuspecting audience thinking they’ll be thrilled. One persona is visiting your website, but your content is written to engage another. We’ve all done it.

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Current B2B Content Marketing Challenges to Beat

Marketing Interactions

Every year, Content Marketing Institute and Marketing Profs release their latest B2B marketing research. This year the report includes a chart of current B2B content marketing challenges. Let’s look at 4 content marketing challenges and how you can defeat them. Many of them aren’t content writers—nor do they want to be.

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The Importance of Humanness in B2B Content Experiences

Marketing Interactions

This is a huge opportunity for how we develop humanness in B2B content experiences. We can start by dropping the jargon and the “scripts” of how we think marketing and sales content should sound and just talk to our B2B buyers like the professionals they are—as people. Perception is the Linchpin for Humanness in B2B Content.

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Is Your B2B Content Too BIG?

Marketing Interactions

We need to size our B2B content to fit into those windows of opportunity in a way that’s meaningful and fuels purpose. Quite possibly it’s too much of the wrong thing, since many buyers say that even though content appears to be high quality, it’s just not relevant to them. Go Small and Deep with B2B Content. What a waste.

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How Marketers Can Help Reps Use Sales Content Effectively

Marketing Interactions

Most marketers treat content like a tactic, not a product offering. Content truly focused on what your buyers and customers need to know becomes integrated with your products—just represented by media that you create and publish. Just as your products continue to be viable year after year, so should your content that relates to them.

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Rethink B2B Content for Buyer Enablement

Marketing Interactions

And they benefit from B2B content that shows them how to do those things. I agree with Gartner that this is a huge opportunity for marketers to help buyers by creating content that assists them with job completion. There’s a lot more to B2B content marketing than thought leadership, industry trends and infotainment.