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Content marketing is an essential part of the B2B marketer’s toolbox. In its
beginnings, content marketing relied heavily on blog posts for thought leadership and gated assets like whitepapers for lead generation.
Today, B2B vendors are producing content across a number of formats, including audio and video. And the goals of the content being created can vary widely, from thought leadership to lead generation to buyer enablement, and more. B2B marketers still face a number of challenges as they work to create a holistic content strategy and demonstrate the value of content to their leadership teams.
These challenges include:
These challenges include:
- Creating content that stands out in noisy, crowded markets
- Scaling content production to meet the needs to the organization
- Getting the buy-in and participation of thought leaders and subject matter experts
- Developing content that creates advocates on B2B buying committees
- Thinking like a buyer when they create content.
