Content Strategies

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…

February 18, 2015
Written by Demand Gen Report Team

C2C15: Leveraging Influencers For Credible, Valuable Content

Nearly all (90%) of B2B companies are using content marketing, and 82% of senior executives say content is driving their buying decisions. Demand is high, not for more content, but for more meaningful content. Meaningful content is obtainable through partnering with influential people in the industry, according to Lee Odden,…

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

The 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…

February 11, 2015
Written by Brian Anderson, Associate Editor

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

Compelling 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…

February 10, 2015
Written by Brian Anderson

To Gate, Or Not To Gate?

Shakespeare might have asked “to be or not to be,” but the question “to gate, or not to gate” has inspired some heated debates in our halls, as I imagine it has yours. However, content marketers see the world in a different way. These marketers push for unrestricted access to…

February 10, 2015
Written by Tricia Heinrich, ON24

Author Ardath Albee To Share Tips On Digital Relevancy At C2C

Marketers are generating volumes of content to help move prospects through the buying cycle. But in many cases, that content is not resonating with the buyer. In her new book, Digital Relevance, Ardath Albee, CEO of Marketing Interactions, outlines how marketers can develop content and strategies that drive results.

January 21, 2015
Written by Kim Ann Zimmermann, Senior Managing Editor

Brainshark Announces PDF Support For SlideShark App

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…

December 15, 2014
Written by Brian Anderson