Content marketing is essential in B2B marketing. But too often, companies focus on marketing tactics instead of grounding their approach in strategy. B2B CMOs can improve results by elevating a quality content marketing strategy to align with their company’s business objectives.
Content marketing practices are mostly tactical, not strategic. Content marketing missteps include the following:. An editorial calendar is not a strategy. It’s a schedule—likely based on anecdotal evidence of a past asset’s success or a popular trend. Nor does a calendar provide processes or limitations for deciding which assets to create.
Consumers care about companies’ values, but they have varying expectations of how brands reflect these values. To navigate the polarized political and social landscape, companies need to begin with a clear understanding of their brand values, communicate with authenticity, and strike a balance between engagement, action, and restraint.
Global marketers are set to increase social spend 53% in the next year. It will be increasingly important for marketers to understand how to navigate the complex influencer landscape to build authentic consumer connections.
Watch the on-demand replay of our webinar, Marketing in the Metaverse, as our analysts cover facts and figures about the popularity of the metaverse with consumers, as well as statistics regarding metaverse-centric technologies like AR and VR.