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01.06.2015
Speaking at both a B2B Marketing and a Public Relations conference in the space of a week has yielded some insightful discussions. With my involvement in the B2B marketing space, I get to talk to a lot of marketing and PR professionals about marketing and communications programs. In the B2B technology world, traditional digital marketing tends to focus directly on the customer as defined by sales.
Creating a mix of content assets that describe a tech company’s products and services is not content marketing in the way that we practice it today. Content Marketing is an approach and commitment by a brand to understand the specific needs of a target audience segment and to plan, create and promote content that addresses those needs.
What many B2B companies are doing with their marketing and content is to execute tactics – create a blog, videos, microsite, articles, and other content without necessarily connecting those tactics to an overarching business goal (outside of hoping for leads). When is it the right time for a B2B technology company to commit to a content marketing strategy?
Guided by a strategy that answers why, for who and to what end, tech companies can plan and implement content programs accountable to how buyers discover, consume and act on information that will lead to engagement and sales – even advocacy.
For example, a white paper authored with an industry analyst for the B2B company can be joined by an eBook c0-created with customers and influencers that serves as a resource for the industry. Informing buyers and constituents about your technology solutions isn’t enough to be competitive in the B2B space. What I love about working with tech companies in the B2B space is that they often have great products, an impressive roster of customers and important insights about those customers.


Creating such a strategy and introducing creative ideas from other industries and engagements is exactly what I find so compelling. What a nice information thanks for share it Smart phones, tablets, laptops and mobile broadband cards have all changed the way we access the internet. It is that slightly creepy, Barbie doll whose legs sit inside the roll of toilet paper, her usually crocheted skirt hiding the spare TP roll. Investments are made in advertising and editorial in the appropriate publications, speaking and sponsoring at the right events and creating a mix of owned media such as white papers, case studies and reports in the hopes that a C-level executive will find, read and be inspired by them. Content Marketing programs reaches, engages and inspires buyers as well as those that influencer buyers. Not only are thought leadership objectives served with such an eBook, but so are customer acquisition and advocacy as the eBook is customized for specific customer segments and repurposed across channels from social networks to email to paid search ads. With co-created content marketing, not only do you create a higher quality content asset that participants are inspired to help promote, but you create an experience for the customers, influencers and prospects involved with it. Humanization of B2B content is essential to differentiate and create more relevant and meaningful experiences. More often than not, they also need someone with a strategic perspective that can pull all those important ingredients together to create content marketing strategy.
As B2B companies undergo their planning for 2015, I hope posts like this one provide some perspective on the role that a content marketing strategy can play in the marketing mix for next year and beyond. We respect your privacy.PhoneThis field is for validation purposes and should be left unchanged.


Cited for his expertise by The Economist, Forbes and the Wall Street Journal, he's the author of the book Optimize and presents internationally on integrated content, search, social media and influencer marketing. It is really easy to forget how many graves there are in Google’s social media cemetery. The editorial plans that drive a strategic approach to content marketing include specific goals right along with the ability to adjust and optimize program performance. This type of approach is entirely transferrable to B2B companies that engage in industry events.
When not at conferences, consulting, or working with his talented team, he's likely on a beach somewhere doing absolutely nothing.
The more you know about where you’re going, the easier decision making is when you come to the fork in the road. I can’t blame them though, if you throw enough stuff out there, some of it is going to stick!



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