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Content marketing is currently one of the biggest trends in digital marketing as a whole and is an area that many website owners and brands are investing in heavily right now thanks to the impressive returns that they are seeing.

Again, this view is supported by our own research into what B2B decision-makers think of the brands they use. While basic requirements such as trust and prestige are largely met, many B2B brands still fail to engage at a more emotional level.

One of our latest research studies, ‘The New Shape of Superpowered B2B Customer Experiences‘, found that 35% of businesses with 1,000+ employees state that making a final choice of B2B supplier is difficult, and a majority of low and mid-value purchases made by B2B buyers are either “detractors” or “passive” in their likelihood to recommend a brand. It is of no surprise, therefore, that brand building and positioning is the number one strategic focus for B2B marketers in 2022 as they strive to effectively differentiate their brand and stand out from the crowd.

In their rush to embrace branding strategy, many B2B companies have over-compensated and developed huge numbers of sub-brands for every aspect of their product range. This kind of approach can be effective in consumer markets, where diversified companies such as Unilever recognize the need to build relationships with segments and sub-segments of numerous target audiences. In business-to-business markets, however, target audiences are smaller and, most importantly, business-to-business buyers are generally more informed than consumers and tend to regard multiple brands and sub-brands as pointless and confusing, perhaps even insulting.

Topics covered:

- How Content Marketing Creates Fans and Buyers

- How to Write Good – The Anatomy of a Great Blog Post

- Types of Content Marketing

- Why Your Brand is Crucial for Your Content

- what is content marketing

- content marketing strategy

- content marketing examples

- b2b content marketing

- content marketing plan

- digital content marketing

- content marketing tips

- content marketing tools

- And much, much more!

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