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Content Strategies

Shifts in B2B buying patterns call for a new, soft-selling approach. This section highlights the rapidly evolving need to demonstrate value propositions via content marketing and educate prospects more effectively.

B2B Marketers Using Competitive Intelligence To Identify Content Gaps

competitor-analysis-500Content gap analysis continues to gain traction among B2B companies, with leading organizations turning to competitive analysis to enhance content production and quality.

Research from the Content Marketing Institute identified "creating engaging content" as a persistent challenge for B2B marketers. Also, Demand Gen Report's 2015 Content Preferences Survey shows that 83% of B2B buyers want more interactive, engaging content from vendors.

  • Written by Brian Anderson, Associate Editor
  • Category: Content Strategies
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Highspot Launches Content Measurement Tool

Highspot Genomics placeitHighspot, a sales enablement platform provider for sales content, unveiled its Content Genomics application to measure content performance. The tools is designed to help marketing and sales teams measure the overall effectiveness of content being used in the sales funnel.

Currently in beta, Content Genomics positions users to track and analyze how sales content is edited throughout the sales cycle and how those revisions impact customer engagement and content ROI. The tools can also help confirm that messaging remains consistent when these revisions take place.

LiveHive Unveils Integrations To Track Content Engagement

LiveHive logoLiveHive, a sales acceleration platform provider, has released new integrations with several cloud services, including Egnyte, Box, Dropbox and OneDrive. The integrations position sales teams to track prospect engagement with any content stored in these file management services.

The integrations are also designed to give sales reps access to the latest content approved by the marketing team, and provide real-time visibility into the buyer's journey.

C2C15 Recap: The Indirect Buyer’s Journey, Buyer Centricity And Influencers Hot Topics

C2C15 logoMany of the speakers at this year’s B2B Content2Conversion Conference noted that the buyer’s journey doesn’t always follow the path that marketers intend.

Marketers rely on campaigns to move buyers through the funnel, but Ardath Albee, CEO of Marketing Interactions, stated they can sometimes hinder the journey. “Campaigns are a company construct, not your buyer’s agenda,” she said. (Coverage of her session here).

  • Written by The Demand Gen Report Staff
  • Category: Content Strategies
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C2C15: Leveraging Influencers For Credible, Valuable Content

LeeOddenSpeaking imageNearly all (90%) of B2B companies are using content marketing, and 82% of senior executives say content is driving their buying decisions. Demand is high, not for more content, but for more meaningful content. Meaningful content is obtainable through partnering with influential people in the industry, according to Lee Odden, CEO of TopRank Online Marketing, during his session at the B2B Content2Conversion Conference.

"Buyers are overwhelmed by the amount of content out there, and content marketers are looking for new ways to create this meaningful content in a way that is valuable to their prospects," Odden added."Influencers can help bring value to your content that resonates with your target audience."

Increasing Content Relevancy, Value & Utilization Top Themes At Content2Conversion Conference

erinProvey 550x310The more than 450 B2B marketers who will be gathering in Scottsdale, AZ next week for the Content2Conversion and Demand Gen Summit events will be getting something of a wake-up call from the top analysts presenting. Despite the increased investments in content marketing, there is still a considerable disconnect in creating messaging that is relevant and compelling to buyers.

“B2B organizations spend hundreds of thousands — if not millions — of dollars on content every year, both for content marketing and for ‘traditional’ marketing,” said Erin Provey, Service Director for Strategic Communications Management at SiriusDecisions, who will be presenting the keynote session. “Our research shows that a whopping 60-70% of content is never used by anyone (sales reps, prospects, customers, etc.). Think about the waste that represents! Content marketers have the potential to optimize both process and quality, increasing the potential of that content to contribute value to the business.”

  • Written by Brian Anderson, Associate Editor
  • Category: Content Strategies
  • Hits: 3126

Forrester's Laura Ramos To Highlight Content Storytelling Strategies At C2C

lauraRamos 550x310Compelling content that entertains and educates its target audience can often be more successful than other generic content shared during a campaign. It is crucial that content marketers align with their buyers and bring context to the content that they are providing prospective buyers. Without this alignment, their content marketing initiatives will never have a major impact on buying decisions.

Laura Ramos, VP and Principal Analyst at Forrester Research, will be diving into the topic of adding contextual storytelling into content marketing initiatives during her session at the B2B Content2Conversion Conference, taking place February 16-18 in Scottsdale, Arizona.

Carlos Hidalgo To Discuss Change Management For Content Marketers At The B2B Content2Conversion Conference

CarlosHidalgo 550x310As the way B2B buyer's research their purchasing decisions continue to adapt and change, B2B marketers continue to manage and operate a content marketing strategy that is not set in stone. This ultimately creates a disconnect between their brand and the prospective buyer due to irrelevant or inferior content. That is why change management has grown popular among content marketers looking to formulate their content marketing strategies around their buyers.

Carlos Hidalgo, CEO of ANNUITAS, will be discussing these topics at the B2B Content2Conversion Conference & Demand Gen Summit, two coinciding events that will bring together more than 450 B2B marketing professionals to discuss the latest trends and strategies in content marketing and demand generation.