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5 Industry Experts Sound Off On B2B Content Challenges

Even though the content marketing landscape has evolved into a pivotal part of many B2B marketing strategies, there are still hurdles to overcome before the content can thrive. This infographic from Kapost shares insight into B2B challenges from five content marketing thought leaders, including Ann Handley, Michael Brenner and Ardath Albee.

Content Engagement Scoring, Social Shaping The New Rules Of Marketing

content shutterstock 121480468Top B2B marketers are using improved analytic tools to get a better handle on how buyers are engaging with their content. That was one of the themes of the presentations at The New Rules of Marketing, a recent Marketo online event.

“Your customer engagement score is like your FICO credit score,” said Sanjay Dholakia, CMO of Marketo, during his opening remarks. “We are now able to apply science to content based on a number of factors, including open, click and conversion rates. It doesn’t take a lot of mental gymnastics to do this, as it has in the past.”

B2B Content2Conversion Takeaway: Think Like A Publisher

C2C2013 Power Panel

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.

Ann Handley Shares Content Creation Best Practices

Ann Handley headshotMost B2B companies are investing in content marketing, in fact the Content Marketing Institute found that 91% are using this tool while 80% of business decision-makers said they prefer to receive information about a company in a series of articles versus an advertisement.

Ann Handley, Chief Content Officer of MarketingProfs and co-author of Content Rules, broke down the five steps to content creation for B2B companies in a recent interview with the consultancy Open Labs. Join Handley and other content marketing experts during the B2B Content2Conversion Conference on April 22-23 at the TimesCenter in New York.

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.

Experts Reveal Content Marketing Truisms—And A Few Important Non-Truisms


Content marketing is nothing new. Regardless of the type of content, the goals remain the same: inform, educate, engage and provide value to prospects.

A recent content marketing roundtable, sponsored by Bizo, highlighted different aspects of content marketing followed by executive viewpoints from panelists: Joe Chernov, VP of Marketing for Kivey; Ann Handley, Chief Content Officer at MarketingProfs; Matt Johnson, CMO of uTest; and Todd Wheatland, VP of Thought Leadership and Marketing for Kelly Services.

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