create thoughtful b2b marketing content

Thoughtful Marketing Content or Rote Activity?

Ardath Albee

@ardath421

Time is not a B2B Marketer’s Friend

email campaigns, events, blog posts, lead generation, brand awareness, webinars, infographics, white papers, articles, eBooks, videos, graphics, sales collateral, websites, social media, Twitter, Facebook, Google+, PPC campaigns, display advertising, content syndication, media buys, lead scoring, sales enablement, content marketing, lead nurturing, customer retention, customer acquisition, ROI, analytics, big data, marketing automation, Pinterest, Instagram, podcasts, sponsorships, case studies, websites, microsites, user experience, web traffic, conversions, LinkedIn, mobile, customer experience…

Content Marketers need to find calm amidst the chaos…

…there’s a lot riding on it!

68% of buyers rely

on content MORE today than last year

DemandGen Report

But have less time to spend with it.

Buyers need content

WHERE’S THE VALUE?

58.7% of buyers value problem-solving info – not product info

DemandGen Report

BUYER’S CIRCLE OF

TRUST

Marketing Content

Content marketing can become

Just creating MORE content is …

It’s not the same marketing environment…

…so what will you shift?

Wait! Stop and Think…

Content Marketers need a map… a strategic approach

Who is Your Buyer?

What problem is she trying to solve?

What does she need to• Learn• Share• Changeto solve her problem?

Who (or What) could stop her?

What does she need to know at each stage?

Which • Channels • Media• Formatsengage her?

Now, You’re Ready

Create ThoughtfulContent!

Thanks for making it this far!

Ardath Albee, CEO & B2B Marketing Strategist

@ardath421

Get started with your personas:www.upcloseandpersona.com