ABM Tactics

Content Strategies Focus on the New Buyer at Conex 2019

SUBTITLE GOES HERE

TLDR:

Instant content and recommendations were the topics of Conex 2019. More specifically it was about adopting the style of B2C for B2B. The first session of Conex 2019 was about going further than merely creating content and the valuable components of a content experience. Another key theme was storytelling as a means of slowing the experience. Provide value in these stories, and stories can be reused and repurposed.

The question of how to get B2B content to have the feel of B2C content was the controlling purpose of Conex 2019. In the keynote address for the event, Randy Frisch, the CMO of Uberflip, gave a few words about streaming. In particular, he spoke deeper to the need to move beyond content, arguing that distribution matters, too.

According to Frisch, content marketing is not all about creating content—it’s how it’s distributed. He went on to note that there are three components of a good content experience:

  • Environment
  • Structure
  • Engagement

And businesses, such as Medtronic, Blackbaud, and Snowflake are seeing success with this method. 

Another theme of Conex 2019 was storytelling as a means of slowing down the content experience. In particular, the three components that define a content experience—consistency, takeaways, and story—were spoken about at length. 

But each of those components must provide value. In Ann Handley’s presentation, she noted that the majority of marketers are producing more and more content, but less than half actually know that content being produced actually works to bring in business. 

Handley encouraged marketers to slow down on thinking of content as an objective and start questioning whether an audience needs what’s being created. She also urged marketers to speak like humans, not as if the content were coming from a bot.

The last big theme worth mentioning that developed out of Conex 2019 was the importance of repurposing old content. On this, Neil Patel, co-founder of Neil Patel Digital, was brought in. He argued that marketers are spending too much on new content when they can just update existing content. 

The last thing Patel shared with the audience is that you can boost traffic by reusing and re-sharing old blog content. 

Original article from DemandGen Report on 22 August 2019. 

The ABM Journal

The ABM Journal was created because we got tired of sifting through all the noise about ABM and wanted to gather only the very best and useful Account-Based Marketing information in one place. In addition to our own research and insight, we aggregate executive level summaries, insights and takeaways—along with some of the top ebooks and other resources available.

Leave a Reply

Your email address will not be published. Required fields are marked *

Related Articles

Back to top button
Close