Content has become a pillar of business-to-business (B2B) marketing. It can drive leads and enable buyers to self-educate along the path to purchase. In recent years, investment in content marketing has increased as more B2B leadership teams buy in to the programs.
However, simply creating content and sharing it without a clear purpose isn’t enough for B2B brands to be successful. They must have a refined and documented strategy to stand out in a very crowded content landscape. Creating quality content that is focused on the audience across all funnel stages is a major goal for B2Bs in 2018. A refined program should include strategic, efficient and innovative content created by a dedicated team. Read the rest at eMarketer.