84% of respondents to the recent CMI B2B Content Marketing survey, who say they are ineffective at content marketing, had no documented strategy.
In this session, Caspian Woods, Chief Content Strategist at Editions Financial demonstrates why you need a strategy for content marketing to be effective in selling relationship-based services in complex B2B markets.
He’ll illustrate how an effective content strategy makes content work harder by defining a clear proposition for different audiences, mapping this across the customer journey, focusing on the most effective channels and offering a clear audit trail for ROI.
He’ll outline the rules B2B brands should follow in devising a successful content marketing strategy. He’ll introduce one of the key tools in strategy planning- the Content Engagement Funnel – and show how it’s a strategic way of approaching content that takes an integrated approach across all channels and media to deepen engagement at each touch-point.
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