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Content Marketing & B2B Marketers: The Open-ended Relationship

The use of content marketing by B2B marketers is a topic of extensive writing and discussion. However, the more we talk, the more it gets interesting. This discussion is endless. Hence, I decided to call it an open-ended relationship between content marketing and B2B marketers.

B2B marketing is incomplete without content. The challenge, however, is to make the perfect use of content in the right place. Marketers need to be cautious about content precision, positioning, and packaging. I call them the 'Three Ps' of content marketing.






In the last decade, things have changed tremendously for both marketing and marketers. AI adoption, the social media revolution, constant Google updates, increased market competition, and affordable marketing access have all compelled marketers to think and innovate in their content efforts.

The Change and Marketers:

As we all know, change is constant. In a marketing context, it is not that easy. As we all know, formulating a stable marketing strategy requires a lot of research, effort, and experiments. Hence, traditionally, marketers have always taken a cautious stand before adopting any change in strategy, a purely wait-and-watch approach.

Now, can we afford to have a similar approach in today's marketing world? It may be yes or no, depending on several factors. However, one thing is clear: marketers today do not have ample time for this. They have to act fast before making any decisions. So, there is a change for marketers.

The Approach Ahead:

As marketers, we acknowledge this change. To adapt to this change, marketers should reassess and revise their approach. With AI and other advanced tools, marketers cannot afford to play with a single idea for a long time and should keep experimenting.

Traditionally, marketers have used content marketing primarily to generate leads. But today, marketers should make their content efforts all-inclusive, including customer engagement, knowledge sharing, and customer experience. It is not true that marketers have never talked about these things before. They have become an integral part of modern-day marketing.

The Key Factors:

As we move along to understand the relationship between content marketing and marketers, let's navigate through some of the crucial factors.

Data significance: Today's marketing is incomplete without data. To make this data visible and actionable, marketers need relevant tools. With the assistance of these tools, they should be able to identify touch points for the buyer's journey throughout the process.

Content Dynamics: The role of content has changed tremendously. Marketers should be able to evolve their marketing efforts to accommodate the changing content dynamics. Marketers should be able to define the role of content marketing in a broader marketing strategy. This will enable marketers to adapt effectively to changing market conditions while understanding the content dynamics.

Adaptability and Agility: Aligning your content efforts with changing marketing demands ensures a consistent return. You have to keep your content marketing efforts accessible and agile. You should be able to make changes to your content marketing as needed.

The Relationship Status:

The role of content marketing is ever-evolving, and marketers need to make it very clear in their minds. Marketers cannot use content marketing effectively if they are afraid of experiments and bringing in ideas.

From social media to email and videos to infographics, everything has evolved. Today, the audience is looking for newer and fresher ideas that resonate with their problems rather than focusing on self-promotion.

Apart from lead generation, driving customer engagement is the ultimate goal of content marketing. The idea is to have a journey from conversation to conversion.

The status of this relationship will always remain open-ended, as it will keep on improving itself. If marketers fail to meet expectations, there may be a premature breakup. As a result, marketers must be cautious, innovative, and agile when incorporating content marketing into their marketing efforts.

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