RevOps FM
The Evolution of B2B Content Marketing - Ashley Faus
Jul 17, 2024
Ashley Faus, Head of Lifecycle Marketing at Atlassian and a B2B content marketing expert featured in TIME and Forbes, shares her insights on the changing landscape of B2B content. She introduces the concept of a 'content playground' for non-linear engagement and challenges traditional sales funnels. Their discussion includes the need to understand varying content intents, the rise of authenticity in content creation, and the evolving role of AI while stressing the importance of human creativity in marketing strategies.
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Quick takeaways
- The shift in B2B content marketing emphasizes personalized access over traditional gated content, adapting to changing consumer behaviors.
- Marketers are redefining measurement in content marketing by valuing long-term brand perception and user experience over immediate ROI.
Deep dives
Evolution of B2B Content Marketing
The landscape of B2B content marketing has significantly evolved over the past two decades, particularly influenced by the emergence of platforms like Marketo and HubSpot. Initially, marketers relied heavily on collecting email addresses and tracking user interactions to drive leads and sales. However, this approach has become outdated as consumer behavior has shifted, with audiences becoming increasingly hesitant to engage with gated content. The future of content marketing will lean towards more personalized and open access to educational materials, breaking away from traditional strategies that no longer resonate with buyers.
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