How a new breed of marketers can master 21st Century content craft and change the face of B2B marketing
Content is not a problem to be solved, but an opportunity to be embraced.
You’d have to be hiding under a rock to not notice the content marketing storm that is currently ravaging the buyer landscape. It is where future B2B battles will be won and lost.
And yet, it’s not new. The storm is, granted, but content marketing itself isn’t. Smart marketers, B2B or otherwise, have been using content-based marketing tactics for years.
But facing unlimited inventory, and ever-limited attention spans, it has rapidly moved up the C suite ranks as a serious investment option. Closely sponsored by digital natives, it’s quickly disrupting the dynamics of the B2B marketing old guard. And with still over half of B2B brands yet to put in place a proper content marketing strategy, there is a long way to go.
According to Forrester, B2B marketers need to adopt a ‘wall street fund manager’ mentality to really maximize their marketing investments. I’d argue much more than that, marketers need to master ‘21st century content marketing craft’ to compete in what is one of the critical battlegrounds for B2B marketing.