Marketing has changed significantly in the last few years. As the number and ways we can connect with customers continues to expand, so does our ability to listen, get feedback and respond. But there’s a difference between just pumping out content because technology now makes it easier and having something relevant to say. Today’s B2B marketer needs to how content marketing feeds the new buyer’s journey has changed and why you need a thoughtful strategy in place to drive the sales and marketing engine.
Smart marketers know they can’t do everything and be everywhere. But how do you determine your priorities? Developing a content strategy that tells a consistent story to a specific audience serves as the first step. But that strategy requires a relevant, contextual approach and sustainable storyline that reflects the social nature of business today. During this introductory level presentation, Carla will cover:
Why a content strategy matters
How it affects the success of a content marketing program
How to develop a business case to gain executive support
Specific steps to create a content strategy