There’s no question that content marketing has taken business-to-business marketing by storm. According to the latest study from the Content Marketing Institute, 86% of b-to-b marketers use content marketing today. Ad Age reports that 75% of b-to-b marketers expect to increase their content marketing budgets in 2014. But I suspect that some b-to-b marketers are struggling to put content marketing into a strategic context, to focus their efforts, make their programs work as hard as they can and prevent waste. To that end, I offer this four-part framework.
Here are four areas where content marketing makes an invaluable contribution to the b-to-b sales and marketing mission.
