Marketing Interactions

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Is Your B2B Content Creating a Sum of Knowledge?

Marketing Interactions

Differentiate & Strengthen Your Brand. It’s hard to rely on technology to differentiate your brand, therefore it’s prudent to focus on thought leadership that builds a sum of knowledge to standout and earn the attention and engagement necessary to drive demand. Let’s face it, change is continuous and coming faster.

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How Marketers Can Help Reps Use Sales Content Effectively

Marketing Interactions

You create messaging, differentiation, brochures, solution briefs, videos on how to use it, web pages, and more. This is where the product approach to content comes into play. Think about when you launch a product. You don’t just put it out there and tell the sales team to go sell it.

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Point of View in B2B Content Changes the Game

Marketing Interactions

If your content is just a repetition of what everyone else in the industry is saying, there’s no differentiation. The other outcome from POV is that it makes your content/company memorable. But, when you take a stand and stick with it in relation to a topic or problem your audience cares about, it sticks with them.

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Current B2B Content Marketing Challenges to Beat

Marketing Interactions

Tied for Content Marketing Challenge #5: Differentiating our products/services from the competition (36%). If you frame the request around helping them elevate their personal brand and expertise within the industry, they may be more willing than you think to help with content—if you make it slam-dunk simple and easy for them to do so.

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B2B Nurturing for Lost Opportunities

Marketing Interactions

Competitor Content: Just bear with me… If you have a competitor publishing great, relevant content that speaks to a reason you lost an opportunity, such as lack of differentiation, here’s your opportunity to show why you’re a better choice—without dissing the competition. Share their content and then layer your perspective on top.

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B2B Nurturing for Net New vs. Existing Customers

Marketing Interactions

For a net-new buyer, it’s more about either differentiating the value you provide or showing them the breadth of your solution in solving their problem. Effective content in this scenario for an existing customer must motivate them to adopt something new in addition to what they’re already doing.

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Selling Your Company on B2B Content Operations

Marketing Interactions

Customer experience is the new battleground for differentiation and competitive advantage. As you can see, the ultimate value enabled by content operations is consistent and valuable customer experiences that drive revenue and growth—regardless of which area of the organization provides them. And content is the versatile weapon of choice.