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Video 13 B2B Content Marketing Key Concepts

IBMS Semester 6b Fall 2013

Mr. George Szanto

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Content Marketing Definition

• Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.

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Some Key Problems Facing B2B Content Marketing

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Diffusion of Content Production

• Source: Digital Evolution of B2B Marketing, 2012, www.executiveboard.com13

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How much content do you need? An example.

4 personas; 5 step buying process; 5 online channels; 6 updates of content per year equals: 4 x 5 x 5 x 6 = 600 pieces / year !

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Which offer is more appealing ?

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Different Kinds of Content during buying journey

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Summary – Content Decisions Power versus Noise

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End of Video

• Please try the online quiz.

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