Content Strategies

Brainshark, a sales enablement solution provider, announced that its SlideShark app now supports PDF files. The company expects this added support will offer users a more flexible and convenient experience with its sales presentation solution.

With SlideShark 4.0, reps and other users are positioned to now leverage PDF datasheets, case studies, follow-up materials and more. Detailed analytics can be measured to show when and how much of a PDF document has been viewed, helping to pinpoint topics of interest. Organizations also can get detailed insight into how its sales teams and other employees are using and presenting PDF content.

As B2B marketers flesh out their content strategies for 2015, many are taking a look at its role throughout the buyer’s journey — not just for top-of-the-funnel demand generation.

In a recent webinar hosted by NewsCred, trends and strategies for content marketing in 2015 were discussed — highlighting how the buyer’s journey has changed and how B2B marketers can leverage content to meet the needs of their target audience.

“Content marketing is a growing priority for many B2B marketers,” said Michael Brenner, Head of Strategy at NewsCred, during the webinar session. “This is because it represents the gap between what we — as brands — publish, and what our customers are looking for.”

Gone are the days of B2B marketers developing content simply to generate new leads. Creating sales enablement content to drive prospects further down the funnel is now a critical part of the B2B marketer’s role. However, progressive marketers are moving beyond the usual product spec sheets and PowerPoint presentations — and instead are collaborating with the sales team on video, audio, interactive content such as assessment tools, ROI calculators and other messaging to help close more deals.

According to Demand Gen Report’s 2014 Content Preferences Survey, 50% of participants viewed video in the past 12 months to research a B2B purchase. Nearly all (95%) of the respondents to a recent Demand Metric research, Video Content Metrics Benchmark Report, found that video as a form of marketing and sales content is becoming “somewhat” to “far more” important.

Cloudwords, a content globalization solution vendor, announced that it has integrated with Sitecore, a customer experience management solutions provider, intended to help users engage multilingual audiences with globalized content.

Cloudwords for Sitecore is designed to make it easier to localize content so previously created assets can be transcribed in less time. The integration is positioned to enhance Sitecore’s customer experience management solutions with content transcribed to the target audience’s native language.

While content marketing initiatives are a great way to effectively engage prospects and current customers, oftentimes smaller B2B organizations do not have the time and/or resources to produce the amount of content they need to achieve results.

A recent webinar hosted by Uberflip offered tips to help marketers effectively curate content to maximize their reach while boosting brand credibility.