In this episode of Masters of Marketing, we're joined by Retold founder Marina Krivonossova to chat about all things B2B content marketing.
Marina shares how B2B companies, especially those offering more technical, "unsexy" products or services, often struggle to communicate their value effectively. This is where the need for good storytelling comes in, making content a vital part of the overall marketing strategy.
We discuss the importance of doing thorough background research for successful content marketing, as well as the need to focus on quality over quantity when it comes to tracking engagement metrics. Marina also emphasizes that marketers should prioritize transparent communication with clients throughout this process – building trust by keeping them in the loop at all times.
B2B marketing has undergone something of a transformation in recent years, moving away from an overly formal, corporate approach to approaching audiences on a more human level. Marina predicts that brands that fail to adapt their messaging accordingly will start to fall behind over the next few years, with businesses increasingly preferring to buy from brands that connect with them on a personal level.
Listen to the whole episode for more!
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