B2B Content Marketing: 5 Ways to Get More From Your Investment

While the idea of content marketing isn’t anything new, the tactics marketers use to create and distribute content are increasingly sophisticated. If you’re not yet a subscriber, check out the Marketing Cloudcast on iTunes, Google Play Music, or Stitcher. Take a listen here: You should subscribe for the full episode, but here five ways to get more from your B2B content from our conversation with Shana. “The cornerstone of any successful content marketing program is understanding your audience. Where is it going to live and how is it going to be sent to our audiences?” shares Shana. It’s crucial that marketers understand how those channels will reach their audience. “As a content marketer, if you’re not going out and talking to other people in your company, you’re not doing your job,” says Shana. Instead, “you need to go out and find stories and see what people are doing. Content marketers need to know how each of the channels work together. “Our attention is being captured by so many different things, so we have to understand how to grab those pieces of the attention pie and get our message in each one,” says Shana.

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In the 1850s, John Deere launched The Furrow, an agriculture brand magazine that provided useful content to readers long before “content marketing” was part of the marketing lexicon.
While the idea of content marketing isn’t anything new, the tactics marketers use to create and distribute content are increasingly sophisticated.
On this week’s episode of the Marketing Cloudcast — the marketing podcast from Salesforce — we’re discussing how to up the ante on your B2B content marketing practice. We interviewed Shana Pearlman, Content Marketing Manager at integration platform Mulesoft, on her most successful programs and tactics.


If you’re not yet a subscriber, check out the Marketing
Cloudcast on iTunes, Google Play Music, or Stitcher.
 
Take a listen here:
 
You should subscribe for the full episode, but here five ways to get more from your B2B content from our conversation with Shana.

1. Take a step back and remember your audience.


“The cornerstone of any successful content marketing program is understanding your audience. That is absolutely the first thing you must do,” says Shana.
This means hooking your audience from the get-go. To make this happen, Shana says, “You need to have a key understanding of marketing fundamentals. You need to have a good story. You need to understand who your audience is and where they are.”

2. Be strategic about your delivery format.


“Whenever I’m planning any new piece of content, the important thing to think about is where it’s going to go. Where is it going to live and how is it going to be sent to our audiences?” shares Shana.
With the advent of digital, distribution platforms have multiplied. It’s crucial that marketers understand how those channels will reach their audience....

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