Chapter 6

Targeting Content for Your B2B Audience

IN THIS CHAPTER

Bullet Building a resource library of content

Bullet Writing for the right audience

Bullet Creative a narrative for your brand’s story

Bullet Tracking success metrics

The content marketing revolution transformed the B2B marketing world. The birth of marketing automation platforms launched in the mid-2000s also launched the digital content marketing industry. Content marketing is all about telling the story of your company’s product or service in an unbiased way and demonstrating thought leadership. Establishing a thought leadership position is accomplished through creating meaningful content that leaves an impression on your targeted accounts.

Marketing automation systems need content to fuel demand generation. Without content, there’s nothing to link to from your calls to action (CTAs) on landing pages. Demonstrating thought leadership would be impossible. Your company needs content to demonstrate its knowledge of industry subject matter. Content has become the lifeblood of a successful marketing program.

You have to get the content engine ...

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