Robert Rose, Author of Managing Content Marketing
Crafting content for the B2B marketplace is a challenging proposition. Long sales cycles, and multiple decision makers mean that the buyer's journey can be frustratingly complex. Creating content that resonates and engages both influencers and buyers at the accounts we value most should be relevant, personal and, most importantly, influential to his or her journey. Meanwhile, B2B websites are still cluttered with generic, "one-size fits all" content designed to convert the generic "buyer persona." What happens when you move to a focused, quality-first personal engagement strategy? What happens if you spend the time to fully engage at the top of the funnel, rather than at some generic "sales handoff" stage. Join Robert Rose, as he discusses the best practices of putting your best content in front of the people at the accounts that matter most.
About the speaker:
Robert Rose, author of Managing Content Marketing, is the Chief Troublemaker at Big Blue Moose and is a strategist in residence for the Content Marketing Institute. Robert is responsible for innovating creative and technical content marketing strategies for a variety of clients at Big Blue Moose, including AT&T and musician Dwight Yoakam.