Generating content that cuts through the noise and grabs attention is integral to the success of any PR and marketing campaign, but many content marketing campaigns fail for the simple reason that the target audience doesn’t read or view the content. Creating great content requires a three-step process to build insight about the audience. You must: 1) determine the prospects’ position in the ales cycle, 2) understand their needs and 3) profile their interests.

Our full article, as featured in B2B Marketing’s Content Marketing Benchmarking Report as well as their Content Marketing Buyer’s Guide, provides an in-depth explanation for each of the three steps outlined.

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If you need any help implementing an effective B2B campaign, give us a call on +44 (0)1243 531123, or send me over an email to mike@napierb2b.com.

Author

  • Mike Maynard

    In 2001 Mike acquired Napier with Suzy Kenyon. Since that time he has directed major PR and marketing programmes for a wide range of technology clients. He is actively involved in developing the PR and marketing industries, and is Chair of the PRCA B2B Group, and lectures in PR at Southampton Solent University. Mike offers a unique blend of technical and marketing expertise, and was awarded a Masters Degree in Electronic and Electrical Engineering from the University of Surrey and an MBA from Kingston University.

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B2B Technology Marketing Strategy