Is your B2B content marketing generating leads?
70% of B2B organisations have increased their investment in content marketing over the past 12 months…
…but how do you ensure that your collateral generates tangible lead engagement?
Myself and Chris were delighted to discuss the challenge of content marketing and ROI at this year’s BrightTalk Content Marketing Summit, where we hosted a webinar entitled ‘From Concept to Conversation: Generating Engagement through B2B Content Marketing’.
No two strategies will ever be the same, but we helped B2B marketers put the strategy in place to create their own lead engagement roadmap, covering issues such as:
- What role does content marketing even play within lead engagement strategies?
- How to come up with a great idea – and execute it too
- Getting the audience right: segmenting content by persona
- Getting the tone right: business people are still people!
- The different roles of content throughout the engagement funnel
- The final furlong: personalising content for hot prospects
For a limited time period, our B2B content marketing webinar is available to replay – we’d love to know what you think of it.
We’re also planning a series of further content marketing webinars, so please let us know if you have any burning topics for discussion. You can tweet us @Fieldworks or you can contact me directly, firstname.lastname@example.org.