As B2B buyer behavior, platform and algorithm changes continue at a faster pace, two things remain the same. First, people still want to buy from people, so the importance of humanizing B2B brands is crucial to long-term success. Secondly, we are now operating in a media-first world, so the existing content marketing playbooks are no longer effective or efficient.
B2B Content Marketing Strategy provides mid-career marketers with a comprehensive content marketing framework that delivers predictable and scalable growth for B2B companies. Providing tools that can be used in everyday work, this book will enables the reader to develop living audience profiles, choose the appropriate channels for content and understand how to utilize technology to boost content output.
Author Devin Bramhall explains how to maximize ROI from content marketing by deploying a media and technology enabled, human-centric strategy that breaks down the long, complex buyer journeys typical of B2B marketing.
In this book, marketers will learn how to build and nurture communities, create content plans that align with brand goals and understand which metrics to use Featuring real-world examples from early stage startups through to legacy enterprise brand companies including Cisco, Help Scout and Navattic, this is the B2B marketers' ultimate guide to effective content marketing.
Inhaltsverzeichnis
Chapter - 01: Introduction: Why B2B Content Marketing Strategy Needs a Refresh Chapter - 02: Principles of a Good B2B Content Marketing Strategy Chapter - 03: The Human-Centered, Multimedia Approach to Content Marketing Chapter - 04: Building a Community Growth Flywheel Chapter - 05: Getting to Really Know Your Customers Chapter - 06: Turning Knowledge into Resonance Chapter - 07: Aligning Channel, Message and Messenger Chapter - 08: Designing an Efficient Content Marketing Plan Using Media and AI Chapter - 09: Measuring and Reporting on Content Marketing Strategy Chapter - 10: What Makes "Good" Content? Chapter - 11: Securing buy-in for your content marketing strategy Chapter - 12: Building a Content Culture: Cross-Functional Collaboration Chapter - 13: Overcoming Challenges, Mistakes and Roadblocks
