Build a Better Content Arsenal: Deeper, Coordinated and Attributed
Craig Johnson, Media Logic
In the frenzied arena of B2B marketing, content is the ultimate weapon in helping buyers understand you and your solutions. It’s no longer enough to churn out generic PDFs; today’s executives demand more insights, perspectives and storylines to help them decide which brands to consider.
What to Say: From Generic to Addressing Real Pain
In the past, B2B teams churned undifferentiated lists and white papers. Yet, 57%1 of buyers ignore assets that fail to differentiate. Today’s B2B marketers need to craft content that tells a story, speaks directly to the prospect, and shows that you understand their situation and empathize with them. It’s time to stop contributing to the static of sameness overtaking B2B marketing—as long as you know who you are speaking to.
Mapping to the Journey: From Sporadic to Orchestrated, Journey-Driven Narratives
Knowing your audiences, their needs and habits is critical, though often overlooked. Only 37%2 of B2B marketers have a documented content strategy. Organizations should map every asset to the buyer’s path—Awareness (thought-provoking POVs), Consideration (comparative guides, demos), and Decision (risk-mitigation playbooks). Keep in mind that 90%3 of the user journey unfolds before a single sales call or outreach. It’s time to get your content in order and map the narrative to user actions. Act like you know them.
Measure and Adapt: From Vanity Metrics to Rigorous Pipeline & Revenue Attribution
A staggering 47%4 of marketers do not track ROI for their content marketing efforts. This may explain why content development is lagging: marketers struggle to assign proper metrics to its deployment and evaluate ROI. CFOs are watching contributions, and marketers need to lean into it.
Driving Confidence in Your Efforts—the New Imperative
Stop treating content as a “nice to have”—it needs to become a key part of the revenue engine. Start by embracing audience-obsessed assets (know what your ICP wants to consume), orchestrating the end-to-end journey and implementing iron-clad measurement (hint: it starts with a Learning Agenda).
How you communicate with a prospect is just as important as what you communicate. It’s time to give content the attention it needs to help you boost your pipeline and power your growth.
Need to connect? Reach out to cjohnson@medialogic.com for the latest in marketing, technology, and trends impacting B2B marketing.
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