It seems that everywhere we turn we hear about brands who are doing amazing things. There’s Nike’s fitness app. Marriott’s movies that have gone main stream. And GE’s story-driven culture is setting all kinds of expectations for content and B2B marketing. These brands are setting the expectations for how our companies need to show up in the world. But it’s tough to compete with big brands and big budgets like these. It feels like we’ll never be able to compete.
But it turns out that content marketing is a balance of both art and science. When we go all-in with technology we miss the chance to bring more of our brand’s personality into the equation. And when we’re too creative, it’s tough to prove the value of the content we’re producing. It’s time to unravel the mysteries of content marketing for the B2B space.
Join content marketing expert and best-selling author Carla Johnson as she teaches you the can’t-miss formula for B2B content marketing. She’ll break down the B2B customer journey and the role that content plays. You’ll learn how to prioritize what’s most important for your individual situation from brand awareness to conversion to customer retention. She’ll teach you how to connect content experiences and then amplify them with promotion in the right channels. You’ll walk away ready to launch your own content marketing strategy that converts browsers into buyers.
In this workshop you’ll learn:
- Why you need to create a seamless, connected content marketing experience for B2B buyers.
- How to identify the most important points of the customer journey and where your content matters most.
- How content marketing fuels the sales pipeline and helps with customer retention.
- What content to make a priority, and where and how to promote it to get it in front of buyers.