Content Strategies

Content has become a highly valuable tool that B2B marketers are leveraging on a regular basis. As a result, buyers now face a daily deluge of content, raising the bar for marketers to differentiate their offerings.

What are the key attributes of content that rises above the rest? Of the 25 organizations that were recognized with Killer Content Awards this year, the trend toward highly visual content was evident. Content that speaks to buyers’ needs and reaches them on social media and other platforms that are relevant to them also were key features of successful content marketing campaigns.

An overwhelming majority (84%) of companies are seeing healthy growth in demand for mobile content distribution, according to a report titled: Mobile Content Distribution Strategies, from Genwi, a real-time content marketing platform provider.

In recent years, the SiriusDecisions Summit 2014 has come to define the state of the art for modern sales and marketing organizations. Part of the reason is SiriusDecisions’ ability to plug into and analyze top-performing organizations across a variety of industries. Most likely an even bigger factor is the SiriusDecisions team’s talent for condensing its knowledge into compelling models and frameworks.

This year’s Summit, held in Orlando, Fla., was no exception. A number of sessions featured SiriusDecisions’ analysts rolling out new or modified versions of its frameworks, covering activities such as measurement, messaging, competitive analysis, teleprospecting and many others. In this week’s feature, however, we’ll focus on a topic that turned out to be particularly rewarding: content marketing, messaging and management strategies.

Content is not only an essential part of the B2B marketer’s playbook, but  also is considered an important factor to the company’s bottom line in the eyes of the C-level execs.

In the final panel discussion at the annual B2B Content2Conversion Conference — hosted by Content4Demand and Demand Gen Report — C-suite executives from Siegel+Gale, McGraw Hill Financial, SAP and Goldman Sachs shared their perspectives on how content is impacting the B2B landscape.

Customer-centricity has not only made its way into the B2B marketer’s overall business model, but it is now being adopted in order to produce quality content that will enhance buyer engagement and produce valuable — and also accurate — leads for the sales team to work with.

At the 2014 B2B Content2Conversion Conference in New York, content marketers came together to learn tips and best practices to come out on top in a challenging and constantly changing B2B landscape. Ardath Albee, CEO of Marketing Interactions Inc., kicked off the content strategy track with her view on how content marketers should be shaping their content to meet the customer’s expectations.