B2B marketing: Think like a publisher

Tim Gibbon
Elemental Communications

Successful content marketing in B2B requires the setting of clear objectives that can be measured and matching content to a defined target audience, says Tim Gibbon of Elemental Communications.

Content strategy for B2B must address more than building awareness. It has to take on board the journey customers take, lead generation developed and sales. B2B brands need to discover how a content strategy can benefit marketing activity and/or campaigns because of the influence it has upon the channels across which audiences interact. It's certainly not a new approach, but it needs revisiting, given its impact upon environments, including search and social. Indeed, how brands communicate stories.