Content Strategies

With the demand for content at an all-time high, many marketers are turning to curation to fill the gaps. When done thoughtfully, curation can be a useful strategy to ensure a steady flow of content for all stages of the sales funnel, particularly lead generation.

Content curation is a learning process that becomes easier and more consistent over time, observers noted.

B2B marketers need to deliver content that resonates with prospects at every stage of the buying cycle, but it is particularly important during the nurturing process.

In a recent webinar, titled Have Enough of the Right Content to Optimize Lead Nurturing Results, representatives from Avitage and Televerde outlined the types of content that work best for lead nurturing campaigns. They also discussed ways to use customer data to tailor lead nurturing content to improve its effectiveness.

Shoppers consult customer reviews when researching all types of products, from jeans to washing machines. Buying behavior on the B2C side continues to influence how businesses buyers make purchasing decisions, and many B2B marketers are looking for ways to get loyalists to spread the word.

While consumers easily can go to a web site and write a quick review about a new pair of shoes, the process of engaging B2B advocates is more complex. B2B marketers are looking for satisfied customers to perform a number of tasks, including participating in case studies, acting as a reference for potential buyers and posting on social media.

The Act-On for Agencies solution from Act-On Software has been adopted by To The Point Marketing (TTPM), an interactive marketing agency that works with B2B and B2C brands. The solution allows TTPM to manage, provision and share marketing assets across accounts while reducing the resources needed to complete the tasks, leading to increased efficiency, company official noted.

Industry veteran Joe Chernov starts his new job as VP of Content at HubSpot today, and he joins the marketing SaaS vendor at a time when content marketing is becoming more robust and ingrained in marketers’ overall strategies. Chernov — along with Mike Volpe, CMO at HubSpot — sat down with Demand Gen Report to talk about the new position, what he plans to bring to the content marketing table at HubSpot and how they have seen the industry grow over the years.