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You are here: Home / Archives for B2B Storytelling

Ardath Albee 1 Comment

Is Your B2B Content Too BIG?

Is Your B2B Content Too BIG?

When I talk with clients about how to build a storyline across the entirety of the buying process, they often express hesitation… What will we write about that will be interesting over 6-month span (or longer)? How will we prove value when … [Read more...]

Filed Under: B2B Marketing, B2B Storytelling, Content Marketing, Continuum Experience, Lead Nurturing Tagged With: b2b buyer engagement, B2B content, buyer alignment, content marketing effectiveness

Ardath Albee 2 Comments

B2B Marketers Must Develop Conversational Competence

B2B Marketers Must Develop Conversational Competence

In this excerpt from my book, Digital Relevance, I discuss the need for marketers to re-discover the beauty of conversation and how it translates into more relevant online engagement with buyers and customers. Conversational competency is a content … [Read more...]

Filed Under: B2B Storytelling, Content Marketing Strategy, Digital Relevance, Digital Skills, Social Marketing Tagged With: b2b buyer conversations, b2b buyer engagement, buyer alignment, content marketing effectiveness, content marketing strategy

Ardath Albee 4 Comments

Is Your B2B Audience Engaged or Committed?

Is Your B2B Audience Engaged or Committed?

B2B marketers wax prolific about the concept of engaging their buyers and customers with content. But engagement isn't really the end goal, commitment is. People who engage with your content are interested in the topic at hand. An audience that is … [Read more...]

Filed Under: B2B Storytelling, Content Marketing Strategy, Lead Nurturing Tagged With: b2b buyer engagement, b2b personas, buyer alignment, committed b2b audience, content marketing effectiveness

Ardath Albee 3 Comments

No B2B Marketing Content Left Behind

No B2B Marketing Content Left Behind

B2B marketers have been struggling with creating engaging content, creating enough content and improving content marketing effectiveness ever since content marketing became the new sliced bread. There are many surveys and reports that tell us so. … [Read more...]

Filed Under: B2B Marketing, B2B Storytelling, Content Marketing Strategy, Digital Skills Tagged With: B2B content, buyer alignment, content marketing effectiveness, continuum experience, quantity vs. quality

Ardath Albee Leave a Comment

Scale the Story, Not the Volume

Scale the Story, Not the Volume

B2B marketing has an obsession with quantity. Quantity of leads has been a driving force of marketing for as long as I can remember and now it’s coupled with volume of content. The number of views, likes, and shares are still key metrics. In other … [Read more...]

Filed Under: B2B Storytelling, Content Marketing Strategy, Continuum Experience, Personas Tagged With: b2b buyer engagement, buyer alignment, continuum experience, quantity vs. quality

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