Marketing Interactions
OCTOBER 24, 2021
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.
Marketing Interactions
APRIL 26, 2022
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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Marketing Interactions
JANUARY 9, 2022
B2B content doesn’t create a sum of knowledge as one-off random acts of content. To create influence, your B2B content needs oomph, conviction, and purpose. I’ve written about the need for B2B content to have a point of view. But here’s where a lot of content goes wrong…. There’s no randomness.
Marketing Interactions
FEBRUARY 17, 2020
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.
Marketing Interactions
MAY 23, 2018
You’re creating content—lots of it. If the trend holds steady—which B2B marketers indicate it will—you’ll create even more content next year. Content has become almost as much of a product as the actual products and solutions your company provides to your customers. And content is the versatile weapon of choice.
Marketing Interactions
JUNE 23, 2017
While 89% of B2B marketers have embraced content marketing, only 37% have a documented content marketing strategy, and only 22% say they are extremely successful with their overall approach to content marketing. One of the key foundational elements to a content marketing strategy is a buyer persona.
Marketing Interactions
JUNE 27, 2021
Creating compelling and engaging content. Creating content for specific stages of the buying process. Proving the ROI from content marketing. Here’s the kicker for me > Despite the above challenges reported, two-thirds of marketers say they’re using buyer personas to inform their marketing strategies and content development.
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