B2B content marketing: Vodafone conveys business expertise

This article explains how Vodafone, the telecommunications company, used a content marketing strategy in the UK to change its brand positioning with business customers.

B2B content marketing: Vodafone conveys business expertise

Andrew DalglishCircle Research

Vodafone recognised its B2B marketing required less emphasis on 'technology' and more on selling business results. So it created a thought-leadership programme (the Perspective series) which analysed four key issues in the changing shape of UK plc.

B2B content marketing

This article is part of a collection of articles on creating a B2B content marketing strategy. Read more.

Business attitudes towards telecommunications have changed in recent years. Telecommunication is no longer seen as a simple 'utility', but has, instead, become a strategic business consideration, which impacts employee...

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