And to understand how companies can make the most of their content, we sat down with Chris Vandermarel, Demand Generation Manager at Toronto-based LookBookHQ. How has content marketing evolved since you started in demand generation? To view this video please consider upgrading to a web browser that supports HTML5 Video Content marketing has changed a lot, and I’ve definitely seen a few big shifts. A lot of marketers have been asked to think like publishers, and I think a lot of marketers also misinterpreted that and started creating more and more content with a “more is better” mentality. They do great work, and we really try to look at things in two ways. How do you keep prospects engaged with your content? To view this video please consider upgrading to a web browser that supports HTML5 Video Our tagline at LookBookHQ is “do more with the moment” and what we’re really trying to do is take those precious moments of attention that those prospects give you, and make sure that you’re maximizing them, and that you’re getting as much out of it as possible. I don’t know how many times you go on YouTube trying to find a certain video, but then you end up watching three, four or five additional videos because there’s just so much recommended content that comes up as you’re watching that primary piece. I think that the Demand Gen Report and MarketingSherpa are doing a great job with the different research studies they’re putting out, and the case studies that they have. I really try to make sure that I’m a part of the online communities for technologies that we use, from Marketo to Eloqua to Engagio, and I make sure that I stay apprised of what’s going on there.
Content marketing may be all the rage, but now that everyone is doing it — how can brands stay relevant? Leveraging good content is just the beginning – but taking advantage of every opportunity to engage with prospects and keep them excited is what smart marketers are doing to keep ahead of the curve. And to understand how companies can make the most of their content, we sat down with Chris Vandermarel, Demand Generation Manager at Toronto-based LookBookHQ.
Vandermarel helps bring leads into the popular content engagement platform, and his place within the company is one part drive, one part serendipity. “I love technology, and from the early days I had a Mac at home, and really loved the intersection of art and science that happened in the digital platform,” Vandermarel said, “Coming out of school, I graduated with a business degree, concentration in Marketing, and I knew I really wanted to exist where marketing and technology coincide.”
Past roles at ESRI and the Activa Group gave Vandermarel a solid background in marketing automation and demand generation, but it was a chance meeting that brought him to LookBookHQ. “By coincidence I ran into an account executive at LookbookHQ who I went to school with at an airport. He quickly gave me a demo of LookbookHQ and after that I got connected with the Director of Marketing and found my home in demand generation at LookBookHQ.”
We sat down with Vandermarel to get his take on how content marketing has evolved, and how demand generation professionals can keep prospects coming back for more. Let’s dig in!
How has content marketing evolved since you started in demand
generation?
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Content marketing has changed a lot, and I’ve definitely seen a
few big shifts. A lot of marketers have been asked to think like
publishers, and I think a lot of marketers also misinterpreted that
and started creating more and more content with a “more is better”
mentality. But we really have to move beyond that and try to work
to surface the right content at the right time — as well as keeping
buyers engaged once they interact with that content.
How can B2B marketers stand out amidst the noise?
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Digital B2B marketing has become a very…
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