How Schneider Electric built a new B2B content marketing strategy
Content, there's no shortage of it. Any company's target market is bombarded with content whether on digital, on social media or in offline publications. The problem is particularly acute in B2B marketing which tends to rely on content marketing to a far greater extent than B2C brands. At the Digital Marketing Exchange conference held in London in September 2016, Giuseppe Caltabiano, VP/Marketing Integration at Schneider Electric, addressed the challenge of breaking through the proliferation of content to grab the attention of an audience.
When it's done well, there...