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Why B2B Suffers From Marketing Myopia | B2B Marketing Insider

Why B2B Suffers From Marketing Myopia | B2B Marketing Insider | 11-3-tet | Scoop.it
The foundation of any content strategy is a content mission. People outside of content may know it as a brand purpose. This mission or purpose serves as the north star for everything that you do as a marketer, whether you’re solely focused on content or not. It answers the question: Why do we exist? (For a great read on this, check out It’s Not What You Sell, It’s What You Stand For by Roy Spence.)

B2B marketers still suffer from myopia because they’re too near-sighted about the work that they do.  They don’t understand the ultimate purpose of their work – to create and evolve a customer.

Not defining your content mission creates a domino effect. If you don’t know the purpose of your work, how can you create an effective strategy? If you don’t have an effective strategy, how can you know who to target (personas)? If you don’t know who you’re targeting, how do you know what to say (relevance)? No wonder there’s a dearth of high-quality content, despite the fact that creating “more” is a goal for most content marketers.

 

iNeoMarketing’s MarTech Managed Services drives more leads faster. Contact us to see how.


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marketingIO's curator insight, July 20, 2015 11:03 AM

And that, ladies and gentlemen, is what you want to avoid in a content strategy.

Rescooped by CharalabidisTheodoros from The MarTech Digest
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Your Must-Read Marketing Technology Summaries, Curated Monday, 7/20/15

Today’s digests of curated articles summarized for your quick review: 

 

Why B2B Suffers From Marketing Myopia | B2B Marketing InsiderPredictive Analytics Takes B2B Marketing from Good to Great - Data-InformedCustomer Experience Matrix: Predictive Analytics: Should Automated Content Selection Work by Segment or Individual?The Marketing Technology Stack Dilemma - Digital Influence Mapping ProjectThe Rise Of The 'Chief Marketing Technologist' - MediaPostYour Survival Guide to the Marketing Revolution - ForbesWhy Modern SEO Requires Almost No Technical Expertise - EntrepreneurFor Lead Generation, B2Bs Choose Quality Over Quantity - eMarketerUsing Data to Nurture Your Best Leads - D&BHow To Convert Subscribers With Sign-up Forms [Infographic] - GetResponse BlogCPM vs CPC – a Comprehensive Comparison (Infographic) - DM PhipillinesDesign Basics of a Winning Website [Infographic] - Profs

 

See ALL Top Curated Marketing Technology Summaries here: http://www.scoop.it/t/the-marketing-automation-report

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Announcement!: iNeoMarketing will be transitioning to marketingIO, a marketing tech services provider. Learn more!: http://www.marketingIO.com.


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