Content marketing in the digital world is still pretty new but marketers have been aiming to land a seat at the B2B and Enterprise table for years. In this time, we’ve understood how to move leads down the funnel so it should be easy for us to figure out how content fits in the mix, right?
Oh, I wish it was that easy.
The thing that excites me the most about B2B and Enterprise marketing is the fact that it’s a clear path between efforts and return. If a marketer isn’t generating leads, driving media attention or making the cold hard sale; it’s obvious that somethings wrong with the existing approach. That said, it also means that you’re going to be held accountable to your ideas, initiatives and projects. As such, it’s risky yet requires content marketers to be more informed and aware of what will work best for their audience.
Every week, content marketers sell ideas that include new infographics and new ebooks. While these tactics are tried and tested, let’s not sit back and allow the industry standard become a norm that results in mediocrity across an industry. What else can content marketers develop that achieves results? What other types of materials can you arm your sales team with to move leads down the funnel?
Here are five content marketing tactics that will allow B2B and Enterprise organizations to achieve real success:
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