How to Use Intent Data to Fuel Your Content Strategy

If a content strategist leads a conversation with “I think this will work,” or “I like this topic,” you must stop them right there before any content is actually created. Content based on gut instinct isn’t going to cut it in an account-based marking (ABM) campaign. The digital marketing strategy relies on data and analytics in order to effectively nurture high-value prospects. On the other hand, if a content strategist begins a sentence with “I’m writing this because the intent data is showing us…,” listen closely; their content plan of action is not only informed, it has a much better chance of engaging target accounts and helping push your campaign toward its end goal.

Continue reading

content marketing trends, marketing strategy, B2B content marketing, B2B marketing, CMO, content marketing, digital marketing, Account Based Marketing, B2B strategy, ABM Strategy, Buying intent, Intent Data, Content agility

Why Content Agility Matters for B2B Marketers

In fact, our recent ‘Experiences Customers Want’ report found that 74% of businesses have accelerated their investment in online experiences as a result of the pandemic, with 76% claiming their online offerings saved their business. We expect these trends to continue in 2021.

High on the priority list when it comes to online is adaptable content that can be structured and organised to create customised and personalised experiences. In a world where marketers are constantly pivoting their strategies due to the ever-changing COVID-19 situation, they need to be able to surface new products and get to market quickly with relevant offers and having an agile content strategy in place is imperative to achieving this.

Defining ‘content agility’

The term content agility describes a brand or organisation’s capability to optimise the end-to-end process of delivering customer experiences at scale. To become more agile, brands must remove the technical bottlenecks often associated with delivering content at speed.

This will mean getting several things right – from having the right tools and technologies in place to building a great author experience, so that content authors and agencies can deliver and update online experiences fast.

Continue reading

content marketing trends, marketing strategy, B2B marketing, CMO, content marketing, digital marketing, B2B strategy, Content agility

1

Recent Posts