B2B content messaging

Crisis Content: Stick to Helpful and Relevant – B2B Marketing Article

Like many Outlook inboxes, mine has been filling up with emails that reference the pandemic. I estimate only about a third have valuable information related to the crisis. In our efforts not to be tone deaf, it seems we’re not only being tone deaf but also forgetting the number one rule of B2B content marketing: Begin with the buyer. Yes, we want to be authentic and show our human side. But remember, it’s not about us and never has been.…

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Revisit Your Messaging Strategy for the New Buyer’s Journey – B2B Marketing Article

It’s not your imagination. The B2B buyer’s journey has changed — and the changes aren’t making your job as a content marketer any easier. In truth, the buyer’s journey is becoming more complex with more people involved at every stage. According to SiriusDecisions research, half of B2B buying decisions today involve a group of people. And that percentage goes up the bigger and more complex the business. When it comes to creating messages that resonate, you need to reassess your…

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