Only 30% to 40% of B2B content gets used. That’s the sad truth for many B2B marketers, according to SiriusDecisions. Want to get most of your quality content used? Craft a metadata strategy. Learn the what, why, and how of this elixir. Continue reading
A Crash Course in ABM-Powered Content Marketing
A transformational approach like account-based marketing can be worth the extra effort for B2B companies. ABM can add targeting precision, enhance team collaboration, and drive stronger bottom-line results from content marketing. Continue reading
Shares Don’t Cut It: Pick Better Metrics for Demand and Lead Gen
The only way to know the value content brings to your business is to establish standards. But it’s impossible to know how close your content is to achieving its goals without the right metrics. Continue reading
You Say You Want a Digital Transformation?
Aetna embarked on a multifaceted transformation to enhance its delivery of valuable, frictionless content experiences across its digital platforms. Its vice president of marketing technology and digital experience shares what it took. Continue reading
Content + Tech: How to Create Better Audience Experiences
Better is a simple word. But the path to better isn’t simple. At ContentTECH Summit, experts united to help content pros figure out the processes and technology to provide audiences with better experiences. Here’s how to get better. Continue reading
100+ Tools Content Marketers Really Love
Want to be a better content marketer? Don’t overlook the importance of technology. And, as a jumping-off point for your content tech search, check out the favorite tools of your fellow marketers. Continue reading
