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Thoughtful Marketing Content or Rote Activity? Ardath Albee @ardath421

Create Thoughtful B2B Marketing Content

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B2B content marketers are becoming producers rather than thoughtful content creators. It's time to stop and think, map out a strategy and reclaim the calm from the chaos. Buyers place an increasing value on content - but the right content matters. Are you on the content treadmill or helping your buyers thoughtfully consider how to solve their problems? It's time to choose.

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Page 1: Create Thoughtful B2B Marketing Content

Thoughtful Marketing Content or Rote Activity?

Ardath Albee

@ardath421

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Time is not a B2B Marketer’s Friend

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email campaigns, events, blog posts, lead generation, brand awareness, webinars, infographics, white papers, articles, eBooks, videos, graphics, sales collateral, websites, social media, Twitter, Facebook, Google+, PPC campaigns, display advertising, content syndication, media buys, lead scoring, sales enablement, content marketing, lead nurturing, customer retention, customer acquisition, ROI, analytics, big data, marketing automation, Pinterest, Instagram, podcasts, sponsorships, case studies, websites, microsites, user experience, web traffic, conversions, LinkedIn, mobile, customer experience…

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Content Marketers need to find calm amidst the chaos…

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…there’s a lot riding on it!

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But have less time to spend with it.

Buyers need content

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WHERE’S THE VALUE?

58.7% of buyers value problem-solving info – not product info

DemandGen Report

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BUYER’S CIRCLE OF

TRUST

Marketing Content

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Content marketing can become

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Just creating MORE content is …

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It’s not the same marketing environment…

…so what will you shift?

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Wait! Stop and Think…

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Content Marketers need a map… a strategic approach

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Who is Your Buyer?

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What problem is she trying to solve?

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What does she need to• Learn• Share• Changeto solve her problem?

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Who (or What) could stop her?

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What does she need to know at each stage?

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Which • Channels • Media• Formatsengage her?

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Now, You’re Ready

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Create ThoughtfulContent!

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Thanks for making it this far!

Ardath Albee, CEO & B2B Marketing Strategist

@ardath421

Get started with your personas:www.upcloseandpersona.com