Why B2B content marketing needs a concrete strategy

10/15/2013 | Marketing Interactions Blog

Content marketing needs a customer-centric strategy to move it from just posts that potential customers read into the realm of lead generation, Ardath Albee writes. Some of the biggest things to address include the addition of calls to action, narrowly targeting a specific audience and providing answers or content that doesn't feel like a lot of effort. "Random acts of publishing won't get the level of engagement and intention needed to move the needle," Albee writes.

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