The content created must be a value-add to customers.
This article talks about the role content marketing plays in a B2B organisation’s content program. The value of any content asset being used will depend on the results generated through them, the amount of time they help consumers save and the value they generate for the customers.
Content assets such as guides, studies or infographics must be supplied with resources regularly to be able to leverage interactions with customers. The main function of B2B content marketing is to identify the conversations that drive deals so as to factor in the human decisions involved. Having an insight into this can help businesses generate content that is “loved, informative and helpful”.
Understanding the type of content needed by customers and how those types relate to ROI can guide content creation. These content types could be infographics, blogs, press releases among others.
[5 minute read]