B2B content is notorious for being product-centric, jargon-heavy, and impersonal—so how can teams create more engaging content for specific personas across the buyer’s journey?
In this #ContentChat recap, Erika joins Phyllis Davidson (@PhyllisMusings), VP and principal analyst at Forrester covering content strategy and operations, to discuss the future of B2B content and ways that teams can build a better content strategy.
Read through some brief highlights from the conversation below, and listen to the full recording below.
Do you want to help Phyllis with her upcoming research on content experimentation? Phyllis is looking to speak with content leaders at organizations of all sizes—regardless of if you are a Forrester client—to understand how you are experimenting with your content strategy (with a particular focus on AI), your learnings, and tangible results. Reach out to Phyllis on Twitter or LinkedIn if you’d like to share your story.
Q1: What are some common criticisms about B2B content?
Audience centricity is a common issue with B2B content, and teams are challenged in tailoring messages toward new customers and keeping existing customers engaged.
Portfolio marketing is one way to address this, which is the idea that you should organize your messaging and value exchange around your unique audiences (much like you’d sell different products to different audiences in a unique way).
Instead of dwelling on the criticisms, Erika and Phyllis discuss the challenges teams face and potential solutions below.