Targeting Content for Your B2B Audience
IN THIS CHAPTER
Building a resource library of content
Writing for the right audience
Creative a narrative for your brand’s story
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 ...