Christine Polewarczyk
VP, Research Director
Author Insights
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What’s Next In B2B Content? Five Important Focus Areas For 2022
Content is the backbone of the buyer's journey and the customer experience. Keep it strong with these five best practices.
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Comment Créer Des Tableaux D’Évaluation Du Contenu B2B
Apprenez à mieux gérer les informations sur la performance de votre contenu et faites émerger les insights nécessaires à sa planification et sa promotion.
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Het dilemma van content-data oplossen: Hoe bouw je een B2B-content measurement dashboard
Omgaan met B2B content data dilemma's? Leer hoe u dashboards voor inhoudsmeting bouwt om betere inzichten te krijgen in onze nieuwste blogpost.
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Solving The Content Data Dilemma: How To Build B2B Content Measurement Dashboards
Dealing with B2B content data dilemmas? Learn how to build content measurement dashboards to gain better insights.
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The Four-Step B2B Formula For Achieving “Right Audience, Right Content, Right Place, Right Time”
Nearly two-thirds of B2B buyers say vendors give them too much content and that the material is more style than substance. Learn how to break through and make an impact.
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B2B Content Is a Pain in the Asset Management
- Sixty-five percent of B2B content goes unused; one of the biggest reasons is lack of findability
- Many B2B organizations are looking at new asset management solutions to address findability and content management issues
- As so many tech vendors offer asset management capabilities, organizations must recognize differences and distinctions to find the right solution
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The Role of Content in B2B Digital Transformation
- Digital transformation fails to produce results when the right content engine and infrastructure are not in place to support it
- Almost every B2B company needs to acknowledge the severity of its content ecosystem challenges and start working on fixing them
- A strong unified vision and commitment among cross-functional leadership teams are required to transform the content ecosystem
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Why Every Organization Needs a B2B Content Audit
- Most B2B organizations have no idea how much content they have, how high-quality it is, where it lives or how it supports business objectives
- A content audit and inventory is the first step to successfully improving content strategy and operations
- A content audit is a laborious yet critical quantitative and qualitative exercise that requires dedicated resources, executive championship and cross-functional support
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Ten Success Factors for B2B Social Media Marketing
- B2B social media marketing often underdelivers due to missing strategic readiness elements
- Organizations that holistically and comprehensively develop a B2B social media strategy outperform their peers on social
- Performing a gap analysis against the following 10 readiness criteria and addressing weaknesses can improve your social media performance
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The Four Telltale Traits of a Modern B2B Business Culture
- The implementation of best practices can often be hindered by cultural issues
- Successful modern B2B businesses are authentic, collaborative, audience-centric and digitally savvy
- Change in organization culture is a strategic imperative that must be acknowledged by everybody in the organization
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Why Poor Audience Prioritization Is Killing Your Content Marketing
- With B2B companies pumping out so much content, you must ensure you are creating the right content for the right audiences
- Otherwise, you are just adding to the cacophony of content that is quickly becoming the standard for B2B Web experience
- In order to gain mindshare, leads and new customers, you cannot be all things to all people – and neither can your content!
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How IBM and Illumina are Tackling B2B Content Complexity
- More than half of B2B organizations don’t have a unified process in place to plan, produce, manage or measure content effectively
- As a result, 60 to 70 percent of the content creation within B2B organizations goes to waste
- Three primary content-related issues are unfindability, irrelevance and low quality
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What’s Missing From the Content Marketing Conversation
- Content marketing has be.come a huge buzzword and trend in B2B marketing
- The truth is that many B2B organizations haven’t clearly defined what this term really means to them
- It’s time for content marketing teams to evolve past top-of-funnel focus and conversion-oriented metrics alone
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Three Tips for Improving Your B2B Social Media Marketing
- Increase engagement by improving social media efforts and aligning them to a broader multichannel marketing strategy
- To do so, consider segmenting your social audiences, aligning your keyword strategy and working from a master calendar
- Effective B2B social media requires not just a presence on social channels, but also thoughtful and strategic content planning
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The Digital Grand Trine: SEO, Content and Social Media
- Search engine optimization (SEO), content and social media share a powerful correlative dynamic that marketers often overlook
- “Social signals” is an SEO industry phrase used to describe online interactions with you and your content on social channels
- Don’t underestimate the importance of a keyword universe to the success of your content strategy and related marketing programs