Demand Gen Report

The content team of tomorrow will look a lot like the publishing team of today. That was one of the key messages from the Power Panel Crafting a Killer B2B Content Strategy at the B2B Content2Conversion event hosted by Demand Gen Report.

During the panel discussion, Joe Pulizzi, Founder of Content Marketing Institute (CMI), and Ann Handley, Author and Chief Content Officer of MarketingProfs, explained that B2B marketers should plan their content based on the six “W”s of journalism — who, what, when, where, why and how.

While B2B social media is maturing, this  State of the B2B Social Media infographic from B2B Marketing indicates that B2B marketers still have a way to go in honing their social network tactics. Almost one third (61%) described their social media strategy as “ad-hoc.” Twitter was the most popular channel for B2B marketers, followed closely by LinkedIn.

The winners of the Second Annual Killer Content Awards were honored at an awards ceremony as part of Demand Gen Report’s B2B Content2Conversion Conference, an educational and networking event focused on helping B2B marketers develop, map, measure and optimize content marketing strategies.

Andrew Gaffney, Editor of Demand Gen Report, said the submissions were judged in areas such as social media and targeted content marketing; educational content that informs and inspires buyers; linking content to measurable, revenue-focused results; using video and interactive content in new and creative ways; and deploying content that drives successful, cross-channel campaigns.

“We’re pleased to honor these innovative and inventive campaigns that had a measurable impact on ROI,” Gaffney said. “These companies are leading the way in categories such as E-books, white papers and case studies — to blogs, newsletters and webinars — in creating engaging content that relates to prospects’ buying needs and company pain points.”

Citrix is rolling out GoToWebcast in North America and Europe, providing users with a low-cost, self-service webcasting tool for up to 5,000 attendees. A subscription-based webcasting tool, GoToWebcast allows users to broadcast unlimited audio and video presentations to live and on-demand audiences of up to 5,000 viewers, including mobile devices, according to company officials.