Content marketing is the hottest topic – and the fastest-growing budget line item – in B2B marketing today, but the rules are changing quickly. Google has raised the bar on quality, social networks are implementing pay-to-play schemes and customers are getting better at tapping into their peer networks to filter the content that really matters to them. It’s no longer enough just to shovel messages into the market; you need to map content to customers’ interests and make it easy for them to share with each other.
Developing a content strategy for social media today starts with understanding customer needs at a gut level. You then need to develop memorable content that matches each stage in the sales funnel and deliver through the channels where it will have the most impact. Your people are an increasingly critical factor. Turn them loose to tell your story as only they can, instill a culture of continuous sharing and experiment constantly. Be remarkable or be irrelevant.
This presentation outlines the latest evolution of the social media landscape and gives product managers and product marketers tools they can use to deploy content marketing more effectively.
How to develop psychographic profiles of your customers;
How to create a matrix that maps content and platforms to the sales funnel; and
How to deploy employees and your extended networks to amplify messages
Free for BPMA Premium Members
Boston Product Management Association
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