The era in which we consider content marketing a specialized, separate function of the organization deserves to be closed. The reality is that all of marketing—particularly B2B—depends on content. It’s in the DNA.
If you’re in field marketing, you need content. If you’re in demand generation, you need content. If you’re in corporate communications, you need content. Just about every single tool, channel, and role relies on marketing content as fuel.
I’d wager most of you reading this know and agree with what I’m saying. It’s harder to know exactly which types of content to make.
Every year, the Content Marketing Institute conducts a survey of B2C and B2B marketers, learning about the content they make. With the longer, complex sales cycles typically involved in selling from one business to another, it makes sense that the types of content deployed shift from industry to industry.
