How to Scale B2B Content Marketing to Drive Downstream Revenues
Speaker: Ardath Albee, CEO — Marketing Interactions, Inc.
Producing engaging, relevant content is a top challenge for B2B marketers (trust us—we've done the research). Content marketing effectiveness wanes, yet marketers budget more money to produce more content year over year. What if we’re looking at it wrong? What if it’s not more, but better content that’s the answer?
And then there’s the need for scale. How can we scale our content marketing programs while making a bigger impact on downstream revenues, all without being consumed by the chaos or alienating our audiences?
Marketers who've implemented content marketing programs and find themselves consistently challenged to produce more content will find the answers they’re longing for in this session.
At the end of this session you’ll be able to:
- Discern why “better” works over “more” in the buying process
- Evaluate content for attributes that deliver higher performance
- Achieve scale without turning up the volume—hint: it’s about the pivot
- Make simple tweaks to content workflows to pull it off