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Stop Asking B2B Buyers to Take Leaps of Faith with Content

The content we use to engage B2B buyers must resonate and be relevant. Unfortunately, this is a challenge that marketers continue to struggle with. And that’s not surprising given the rate things change in today’s market landscape. However, … [Read more...]

Filed Under: B2B Buyer Enablement, B2B Buyer Experience, Content Marketing Strategy Tagged With: b2b buyer engagement, B2B content, buyer alignment, content marketing effectiveness

Ardath Albee Leave a Comment

Rethink B2B Content for Buyer Enablement

Buyers need to complete specific jobs before consensus can be reached for a buying decision. They need information that helps them understand what to ask, do, understand, and evaluate. And they benefit from B2B content that shows them how to do those … [Read more...]

Filed Under: B2B Buyer Enablement, B2B Buyer Experience, Content Marketing Strategy Tagged With: b2b buyer engagement, b2b buying decisions, B2B content, buyer alignment

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It’s Not the Format of Your B2B Content, It’s the Relevance

Format is one of those chicken and egg things about marketing that just needs to cross the road. Every year, reports come out that tout which content type works best at which stage in the funnel and has marketers responding to which format drives … [Read more...]

Filed Under: B2B Buyer Experience, B2B Marketing, Content Marketing, Digital Relevance Tagged With: B2B content, content marketing effectiveness, continuum experience

Ardath Albee Leave a Comment

Put B2B Content in Context Across the Customer Lifecycle

Content marketing has been an ongoing practice for B2B marketers for more than a decade. Marketers are spending a boatload of money, time and effort producing and distributing content to their audiences. But for many buyers, the B2B content they … [Read more...]

Filed Under: B2B Marketing, Content Marketing, Content Marketing Strategy, Continuum Experience Tagged With: b2b buyer engagement, B2B content, content marketing effectiveness, continuum experience

Ardath Albee 2 Comments

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

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