1. Content Strategy Competency – Understand Audiences (Buyers)

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      For most B2B selling companies, content strategy is developed and executed at the functional or even tactic level. These strategies naturally focus on the requirements and audiences of each function. Few companies have a universal, business level content strategy. The functions we’re talking about engage some version of the company’s “customers,” with messages and content that are of a marketing and selling nature. This creates new requirements that are driven by self-educating audiences, digital content and online channels.   We believe lack of an effective, business level content strategy lowers optimization of top business objectives: New customer acquisition and organic revenue growth Sales, marketing and channel productivity, for lower selling costs Acquiring data about customers and buyers to feed predictive analytics and data-driven decision making Delivering a consistent, exceptional customer experience. Indeed, we see significant opportunity for companies that develop business level content strategy to create breakthrough results in terms of: content...

B2B Marketing Zone