Best Practice Report

B2B Content Strategy: Core Concepts And Definitions

September 14th, 2021
With contributors:
Lisa Gately , Kathleen Pierce , Christine Polewarczyk , Caroline Robertson


Successful audience-centric B2B content strategy requires a shared cross-functional understanding of foundational concepts and terminology. Without common knowledge and application of these concepts to campaigns and content, B2B marketers struggle to increase performance and engagement. To drive long-term cross-functional content strategy alignment, enablement, and continuity, organizations should adopt some universal concepts and definitions across all teams that touch content. In this report, we outline a B2B content strategy glossary that provides clarity and a shared understanding to support collaboration.

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