Bridging the Marketing Gap Between Technical Content and Actionable Results

There’s no doubt about it – the world of marketing, particularly in highly technical B2B fields, is shifting. Buyers and wider industry audiences face a content revolution in their personal lives, with on-demand variety of media setting high expectations around what stories create the most impact and how easy it should be to find them.

For B2B, this means professionals want to consume authentic content to learn about products and solutions. Now, marketers need to plant their flag in the content ecosystem to differentiate. B2B marketers know, though, that quality content can’t be an afterthought in marketing strategies.

A recent Sonus PR report backed that up, showing 92% of B2B tech marketers believe thought leadership content is a priority. However, especially for technical content riddled with product specifics or niche industry knowledge, there’s often a disconnect between the content marketers dream up and the end result. In the same report, around two-thirds of marketers found it to be a major challenge to realize that content, mostly because they can’t find content producers who understand and communicate their technology well.

How should marketers craft their media, and their owned media channels, in a way that helps deliver results for internal and external stakeholders? How do you find content creators to ideate and represent niche ideas and trends for your content?

On this episode of MarketScaleTV, host and Voice of B2B Daniel Litwin invited two powerful B2B marketers – Vinti Singh, Director of Global Marketing at CurveBeam and Gina Sansivero, Vice President of Marketing & Corporate Communications at AtlasIED – to have them explain how they bridge the gap between content and actionable results.

Singh and Sansivero shared their tips for breaking out of the daunting cycle of finding the right people to speak to the right technical topics and leveraging new media types to expand the scope of marketing content, explaining their strategies behind owned media channels and sourcing insights from internal experts.

Follow us on social media for the latest updates in B2B!

Twitter – @MarketScale
Facebook – facebook.com/marketscale
LinkedIn – linkedin.com/company/marketscale

Follow us on social media for the latest updates in B2B!

Latest

innovation in sustainability
Closing the Loop: Our Sustainable Commitment to Circular Economy
December 6, 2023

This video focuses on EcoLOK4, a groundbreaking product by CONTROLTEK that exemplifies innovation in sustainability. It highlights the process of transforming landfill waste into new deposit bags, with 90% of each bag’s material being repurposed trash. This initiative not only reduces waste but also closes the sustainability loop, demonstrating CONTROLTEK’s commitment to environmentally friendly […]

Read More
digital media and skilled trades
From DJ to HVAC Digital Media Dynamo: Combining of Digital Media and Skilled Trades with Clifton Beck
December 6, 2023

Straight Outta Crumpton hosts Greg Crumpton and Gabrielle Bar delve into the evolving world of digital media skilled trades with Clifton Beck, Manager of Digital Media at the ESCO Institute. This episode offers a unique perspective on integrating digital media into traditional trades, highlighting the importance of adapting to technological advancements in the industry. […]

Read More
Ntracts Inc.’s David Paschall and Stephanie Haywood contract lifecycle management
Contract Life Cycle Management is Coming Out on Top, as Healthcare Providers Increasingly Rely on the Tool
December 6, 2023

The healthcare industry is undergoing a significant transformation, driven by the need to improve patient experiences, access, and outcomes. Amidst this shift, contract lifecycle management (CLM) is emerging as a critical tool for healthcare providers. With the increasing pressure on cost management and compliance, healthcare organizations are seeking solutions that streamline operations and enhance […]

Read More