The B2B Content Marketing Best Practice Guide provides a framework for evaluating your current content marketing process and will help you make the most of your content in the future. The tools and techniques discussed are designed to help you manage and streamline the tactical execution of content marketing in a B2B environment. While this report is dedicated to B2B practitioners, the principles and techniques involved in content marketing are broadly similar for B2C.
About this report
The B2B Content Marketing Best Practice Guide, written by experienced e-commerce consultant and practitioner James Gurd, is focused on what we consider to be the three pillars of B2B content marketing:
- Content formats – This relates to the different types of content available in the marketing armoury, including written, spoken and visual content.
- Content distribution – This relates to the marketing channels at your disposal for publishing and distributing your content to secure maximum exposure.
- Content measurement – This relates to the evaluation toolkit at your disposal to help identify the impact that your content is having on e-commerce KPIs such as traffic and conversion and to then fine-tune performance to improve those KPIs.
Note: We have deliberately avoided using the phrase “content strategy” because we believe that content marketing is a tactical execution, an integral part of your overall business strategy. While content management, or digital asset management (DAM), are close cousins to content marketing, this report does not cover in any detail the technology and techniques required for content management.