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Five Methods for Planning Better B2B Content Experiences

by Brody Dorland  |  
August 8, 2017
  |  3,743 views

You've likely heard it a thousand times: Customer experience is the new battleground in business. As early as 2014, Gartner predicted 50% of product investments would be "redirected to customer experience innovations" by 2017.

In an era where artificial intelligence is no longer Hollywood fantasy and customer behaviors are evolving rapidly, creating relevant content experiences has never been more important.

So how do B2B content marketers stack up?

According to MarketingProfs & CMI's 2016 annual research, a full 62% of B2B marketers report their organization is more successful in their overall content marketing approach, compared with the previous year year.

That's good news.


But just 37% report having a documented content marketing strategy. Oops. That's not good.

And, a full 70% say they'll produce more content in the current year than the previous year.

Hold up. Let's do some math.


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Brody Dorland is a co-founder of content planning and workflow tool DivvyHQ.

LinkedIn: Brody Dorland

Twitter: @brodydorland

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  • by Ford Kanzler Tue Aug 8, 2017 via web

    Having a communications strategy defining the brand's unique customer value before executing tactics is obviously lacking in many cases. A look at how a company explains its business on its About page is often the giveaway. The starting point is "Who cares?" The question to ask is, "What's in it for your customers?" Without that understanding and ability to address customers' needs with a clearly differentiated communications strategy, the business is playing, "Ready, Fire, Aim" and likely wasting lots of time and money...going nowhere.
    Everyone gets tactics. "Let's do this! Let's do that!" But getting a solid strategy in place first and then sticking to it, isn't common. Some management team members may not even truly understand the difference between strategy and tactics. Best book on strategy development is Richard Rumelt's "Good Strategy Bad Strategy: The Difference and Why It Matters."

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