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Marketing Interactions

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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. This is usually the case I find in the work I do with my clients.

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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.

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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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The Blandscape of B2B Marketing Content Needs a Bit of Emotion

Marketing Interactions

For some reason, B2B marketing content tends to lean more toward academia than literary license. Much of the content produced is dry, mechanical, and, well, academic. We think our content must exude professionalism because we sell complex, high-ticket solutions to businesses. Emotion in B2B marketing content is more subtle.

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Put B2B Content in Context Across the Customer Lifecycle

Marketing Interactions

Content marketing has been an ongoing practice for B2B marketers for more than a decade. Marketers are spending a boatload of money, time and effort producing and distributing content to their audiences. But for many buyers, the B2B content they encounter is out of context. Lack of Context in B2B Content Kills Engagement.

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Quit Poking the Bear with Gated B2B Content

Marketing Interactions

To gate or not to gate your B2B content? Because for a reason that may have worked decades ago when information was scarce, the powers that be cannot get past the idea that filling out a form constitutes a lead. It will help to identify when and why to gate B2B content and when to set it free. Reasons to Set B2B Content Free.

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A Review of B2B Content Operations Strategy Benchmarks

Marketing Interactions

When I was asked to review Kapost’s latest benchmark on B2B content operations strategy, I jumped at the chance. Content operations as a standard practice is still a pretty new concept for many B2B organizations, and I was curious to see how it was going. I’m admittedly a data hound. Cart before horse. Do you see how this spirals?