Publisher's Synopsis
As B2B buyer behavior, platform and algorithm changes continue at a faster pace, two things remain the same. First, people still want to buy from people, so the importance of humanizing B2B brands is crucial to long-term success. Secondly, we are now operating in a media-first world, so the existing content marketing playbooks are no longer effective or efficient.B2B Content Marketing Strategy delivers mid-career marketers a comprehensive content marketing framework that delivers predictable and scalable growth for B2B companies. Providing a deep dive into how to use this strategy in your everyday work, this book will enable you to develop living audience profiles, choose the appropriate channels for your content and understand how to utilize technology to boost your content output.This book shows marketers how to maximize ROI from content marketing by deploying a media and technology enabled, human-centric strategy that breaks down the long, complex buyer journeys typical of B2B marketing. This framework ensures you can optimize your efforts across owned, earned, and paid media channels, regardless of your resources.Marketers will learn how to build and nurture communities, create content plans that align with brand goals and understand which metrics to measure and how to measure them in order to showcase effectiveness. With a focus on what makes high-quality B2B content marketing and covering how you can overcome common challenges and roadblocks, this book will help you increase your reach and resonance with your customers, accelerating growth. Featuring real-world examples from early stage startups to legacy enterprise brands companies such as Cisco, Help Scout and Navattic, this is the B2B marketers' ultimate guide to effective content marketing.
