B2B marketers have faced unprecedented challenges over the past two years, but I am one of those people that genuinely sees these times as an opportunity. Working in the marketing industry, especially at a B2B marketing agency, means being adaptable and engaged in a constant state of improvement — a.k.a. ABO — Always Be Optimizing.
Information overload, changing buyer behaviors towards digital first information experiences and the dramatic increase in content competition mean B2B marketers cannot win simply be creating more content or chasing the latest shiny object tactic.
To help B2B marketers elevate their 2022 B2B content marketing more strategically, provide better experiences to customers and demonstrate impact to the business, here are three key areas of focus.