Best Practice Report

Using Content Bundles To Plan And Prioritize B2B Content

December 21st, 2020

Summary

Rather than provide contextually assembled content, B2B marketers often develop a content bill of materials that is generic and formulaic. Although context for content begins with associated marketing campaigns, themes, programs, and messaging, in many cases further specificity is required. By grouping content assets into content bundles, marketers can better plan, prioritize, and deliver effective content that optimizes engagement.

To engage their audiences in meaningful and informed journeys, B2B organizations must appeal to the need to derive meaning through patterns and logical connections. Although campaigns, related programs, and other organizational constructs provide the starting point for organizing content, marketers often develop a bill of materials — the list of relevant content assets — that is too generic. In this report, we introduce an effective way to create and deliver the most contextually relevant assets for marketing programs.

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