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Second City’s Andy Eninger On What Separates The Content Greats From The Jesters

Much like aspiring comedians have to stand out among the competition in order to catch their big break, marketers have to make sure their content trumps others’ for clicks and engagement. With a sea of content out there in the B2B marketing space, buyers have no shortage of information to help them make their decisions. That’s all the more reason to not just create batch-and-blast content, but instead give current and potential customers a unique story to remember.

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

Many 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).

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

C2C 2015 Logo Web1The 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.”

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

C2C 2015 Logo Web1Compelling 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

C2C 2015 Logo Web1As 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.

The 2013 Killer Content Awards: Powerful Content That Moves Buyers

Shadow DGR Report Killer Content Awards 2013 v6Demand Gen Report’s Second Annual Killer Content Awards recognize organizations that have created cutting-edge content across digital and physical channels. This report provides a behind-the-scenes look at the content creation process of the top 10 “Great White” winners and 10 “Mako honorees, outlining the objectives, development strategies and key metrics for success.

C2C Power Panels To Focus On Specific Stages Of The Buying Cycle

C2C twitter logoAddressing the unique needs of B2B marketers, this year’s Content2Conversion (C2C) Conference will offer three Power Panels, each targeted toplanning content campaigns at specific stages of the buying cycle.

The “Keynote” Power Panel is a rare opportunity to hear from key figures in the field as they tackle questions every B2B marketer should be focused on answering. Ardath Albee, Joe Pulizzi and Ann Handley will deliver a comprehensive look at planning content strategy; deploying content in the right formats; and amplifying content across all channels.

Exclusive Survey Report: Business Executives’ Content Preferences & Consumption Habits

ccp_survey_capBusiness executives are increasingly wary of sales messaging, as The Content Preferences Survey, conducted by DemandGen Report, found that 75% of respondents encourage solution providers creating content to “curb the sales messaging.” Research findings indicate a need for marketers to reevaluate their content strategies to ensure that prospects understand the value for their business and objectives, rather than resorting to obtrusive, ineffective sales-speak.

To offer recommendations to solution providers creating content, 55% of respondents selected “focus less on product specifications and more on value.” The survey also underscored the importance of “trustworthy” content. When asked how their content consumption habits have changed over the last year, 60% of respondents said they place a higher emphasis on the trustworthiness of the source creating content.

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