From the editor: Infotain with B2B content

Colin Grimshaw

In this editorial, Colin Grimshaw introduces the October 2015 issue of Admap magazine, on the theme of B2B content marketing.

From the editor: Infotain with B2B content

Colin GrimshawWarc

B2B is big business. In the US, B2B advertisers spent $10.2 billion on ads in 2014, according to data from Kantar Media. The top spender was Microsoft, followed by AT&T and Verizon.

But B2B marketing is becoming a complex business. Purchase consideration involves the assimilation of lots of information about the product or service, comparison of technical specifications and such. But the marketing has to also connect with the decision maker and user (often different people) on a human emotional level, akin to B2C marketing.

To achieve this, content marketing...

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