As B2B buyer behavior, platform and algorithm changes continue at a faster pace, two things remain the same. First, people still want to buy from people, so the importance of humanizing B2B brands is crucial to long-term success. Secondly, we are now operating in a media-first world, so the existing content marketing playbooks are no longer effective or efficient.
B2B Content Marketing Strategy provides mid-career marketers with a comprehensive content marketing framework that delivers predictable and scalable growth for B2B companies. Providing tools that can be used in everyday work, this book will enables the reader to develop living audience profiles, choose the appropriate channels for content and understand how to utilize technology to boost content output.
Author Devin Bramhall explains how to maximize ROI from content marketing by deploying a media and technology enabled, human-centric strategy that breaks down the long, complex buyer journeys typical of B2B marketing.
In this book, marketers will learn how to build and nurture communities, create content plans that align with brand goals and understand which metrics to use Featuring real-world examples from early stage startups through to legacy enterprise brand companies including Cisco, Help Scout and Navattic, this is the B2B marketers' ultimate guide to effective content marketing.
Rezensionen / Stimmen
"Bramhall cuts through the marketing noise with a framework that reminds us what we forget in our rush to automate everything: You can't have ROI without the human connection." * Ann Handley, Wall Street Journal best-selling author, 'Everybody Writes' (1st and 2nd edition), Chief Content Officer (CCO) at Marketing Profs, keynote speaker, social media influencer * "Devin Bramhall is one of the brightest minds in marketing. Her experience leading one of the most respected content marketing agencies shows in every insight she shares - always tactical, always thoughtful, and always with an edge of wit that makes you pay closer attention. If you're looking for a smarter way to think about content and the business of marketing, you're in the best possible hands." * Amanda Natividad, VP Marketing, SparkToro * "There's the way people tell you that marketing works, and then there's the way it actually works - it's the kind of experience you can only get from a decade-plus of taking your lumps, or by listening to Devin. I can't wait to send this to every one on my team." * Sean Blanda, Owner, Gate Check Studios * "This is a marketing truth-teller at her best, and it's a good thing too: B2B marketers desperately need to evolve." * Jay Acunzo, author of 'Break the Wheel: Question Best Practices, Hone Your Intuition, & Do Your Best Work' * "Bramhall's authentic voice and originality of thought come through the written words like you're sitting across from a friend, if your friend happened to be one of the sharpest marketing minds you've ever met. She doesn't just challenge conventional wisdom; she ignores it entirely when it doesn't serve her systems-level thinking." * Allison Byers, Founder/CEO, Scroobious, Angel Investor, Advisor *
Sprache
Verlagsort
Zielgruppe
Für höhere Schule und Studium
Für Beruf und Forschung
Produkt-Hinweis
Maße
Höhe: 234 mm
Breite: 156 mm
ISBN-13
978-1-3986-2251-7 (9781398622517)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Klassifikation
Devin Bramhall, is a seasoned B2B marketing expert with over 15 years of experience spanning startups, agencies and large corporations. As the former CEO of Animalz, the leading content marketing agency for B2B SaaS companies, she worked with top tech clients including Google, Amazon, Slack and Spotify. She is now the Chief Growth Officer at Everest as well as a speaker at events including MarketingProfs B2B Forum and INBOUND.
Chapter - 00: Introduction;
Chapter - 01: B2B content marketing strategy needs a refresh;
Chapter - 02: Principles of good content marketing strategy;
Chapter - 03: The human-centered, multimedia approach to content marketing;
Chapter - 04: The community growth framework;
Chapter - 05: Getting to really know your customers;
Chapter - 06: Turning knowledge into resonance;
Chapter - 07: Aligning channel, message, and messenger;
Chapter - 08: Designing an efficient content marketing plan using media and AI;
Chapter - 09: Measuring and reporting on content marketing strategy;
Chapter - 10: What makes good content?;
Chapter - 11: Securing buy-in for your content marketing strategy;
Chapter - 12: Building a content culture - cross-functional collaboration;
Chapter - 13: What happens when it doesn't go to plan?;
