Name: Classic is Cool: Lessons in Content Marketing
Start: 2024-09-26T16:00:00Z
End: 2024-09-26T16:00:28.000Z
Location: BrightTALK

Intelligence and advice powered by decades of global expertise and comprehensive coverage of the tech markets. From R&D to ROI, we identify your greatest opportunities and move the industry forward. At Omdia, we are different because we have the humility to listen. It’s what sharpens our intelligence and powers our partners into action. We believe that true leadership isn’t just about giving direction. It starts with listening and understanding, then acting decisively and with purpose. When we partner together, we can move your business forward, and with it, the entire industry.

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As the drum beat for high-quality and valuable content from B2B buyers grows stronger, marketers are under pressure to identify new and innovative types of content, while also scaling their content engine. For some teams, this means exploring new resources, like generative AI (GenAI), while others look to creating new content formats. At times, the endless cycle can feel exhausting, if not a bit maddening. 

Join Robert Rose, Chief Strategy Officer at The Content Advisory and Content Marketing Institute, for an in-depth discussion with Fiona O’Connor, Senior Manager, Marketing Programs, Informa TechTarget, on the impact of classic content – content that provides new audiences with value and provides existing audiences with ongoing value – can have on your audience engagement. They’ll cover the characteristics of classic content, why it’s different from evergreen content and why it should be a part of your content strategy. You’ll leave with a blueprint for creating classic content and how to balance it with other content types for an effective content marketing strategy.

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In this edition of B2B Content Brilliance, Informa TechTarget CMO John Steinert is joined by Chief Creative Officer Victoria Azarian (Cannes Lions, Effie, One Show). One look at her work and you’ll understand why it’s accelerated millions of dollars (and likely billions) in value for clients and for their customers.  

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According to Forrester, 82% of B2B marketers agree that buyers expect a buying experience personalized to their needs and preferences, but few companies are meeting this expectation. This disconnect represents both a challenge and an opportunity.  

In this episode of our B2B Content Brilliance webinar series, David Edelman (ex-Aetna CMO and now Harvard Business School lecturer) walks us through essential thinking for competitive strategy in the AI era. Based on research that led to “Personalized” (his best-selling book), David will explain why this is so important for all of us and guide us through how B2B companies should proceed from concept, through planning and to taking specific actions. You’re sure to find the insights here both eye-opening and immediately useful to teams at every level of your organization.

Personalized: Making Better B2B in the AI Era

Volatility is back with a vengeance. Between on-and-off tariffs, mounting recession fears, and rising geo-political tensions, industries across the board are either bracing for impact — or already picking up the pieces. 

But we’ve seen this movie before. And the lessons we’ve learned from the brands that grew through the turbulence of the COVID-19 era ring true: When circumstances change by the hour, only the agile will succeed.  

In this episode of our B2B Content Brilliance webinar series, learn from Lieu Pham (VP of Strategy, Brand & Content Group, Informa TechTarget) and Travis Gonzalez (Strategy Director, Brand & Content, Informa TechTarget) on how today’s content marketers can stay data-driven and strategically nimble to meet their audiences with reactive, hyper-current solutions.

Volatility’s Return: Pulling Off Reactive Content With Real-Time Data

As B2B marketers, we all want to provide our audience with great content – content that rises above our competitor’s, captures the attention of our buyers and keeps them coming back for more. But even the greatest assets will fail if not distributed to the right people, at the right time, through the right channels. And despite popular belief, email remains a central channel within a team’s content distribution strategy, despite its ever-changing, and often fickle nature. 

In this session, Kate Jacobsen (Informa TechTarget) and Jay Schwedelson, founder of Subjectline.com, GURU Media Hub and Outcome Media will dig deep into the different, and often overlooked, components of a successful email. From taking personalization beyond first names to the basics of how to get more people to open your emails, you'll leave with proven tactics to drive better email performance and boost engagement with your content.

The Anatomy of a Killer Demand Gen Email

Part of what makes creating great content so challenging for marketers is the need to continuously engage and excite buyers. Finding new story ideas within the confines of a market, topic or product can feel near impossible – and failed attempts often result in decreased engagement. Similarly, journalists are constantly on the hunt for their next story or angle within the confines of their beat. What if there was a way to shift our thinking from merely creating to discovering compelling stories, much like a journalist does? 

In this episode of B2B Content Brilliance, Fiona O’Connor (Sr. Manager, Informa TechTarget) sits down with Bridget Botelho (Editorial Director, News Department, Informa TechTarget) to learn more about a journalist’s approach to finding stories and how B2B marketers can adopt a similar mindset to elevate their content, drive more engagement and convert buyers.

Think Like a Journalist: Finding Great Story Ideas

Every time we communicate with prospective buyers, we’re making promises, consciously or unconsciously. Get them right, and you’ll grow buyer trust and brand affinity. Get them wrong, and you risk losing confidence and consideration. If your content isn’t delivering on your marketing goals, there’s a good chance that you’re either missing the mark on what your target audience is seeking or your content isn’t coming from a source that they trust.

In this webinar, Susan Smith (Sr. Director, Product Marketing, TechTarget) and Dave Gruber (Principal Analyst, Enterprise Strategy Group) will build on the research-proven “customer promise” concept (discussed in our Creating a Memorable Marketing Message that Lasts webinar), and provide actionable steps on how to improve your content and messaging. They’ll share proven near-term content options to bolster any tech marketing program, strategic approaches for developing promises that will resonate with target audiences, and a “good, better, best” framework you can put to work immediately to better understand and engage buyers, and build buyer trust in your customer promise.

Good, Better, Best: How to Deliver Great Content Marketing Outcomes

“Quality might not always be the right answer, but it’s always the right question.” As B2B buyers’ hunger for video content continues to grow, many marketing teams are looking for better ways to fuel their video content engine – and, often, the search for quality is a driving force. Yet there are other factors to consider in the quest to create video content that meets your objectives, whether you’re creating video in house or looking for a partner to fill the gaps.

Join Susan Smith and Jeff Kunken (Informa TechTarget) and BrightTALK's Greg Johnson as they discuss how video quality and content goals intersect and what you need to know to choose the right video services. They’ll tap into decades of combined experience to share how to set the right objectives for your video content and set your team up for success. Plus, they’ll break down different types of video services and budgeting strategies, how a good vendor compares to a true partner, and when to engage them.

The Quality Question: Vendors, Partners and Understanding Your Video Objectives

As the drum beat for high-quality and valuable content from B2B buyers grows stronger, marketers are under pressure to identify new and innovative types of content, while also scaling their content engine. For some teams, this means exploring new resources, like generative AI (GenAI), while others look to creating new content formats. At times, the endless cycle can feel exhausting, if not a bit maddening. 

 Join Robert Rose, Chief Strategy Officer at The Content Advisory and Content Marketing Institute, for an in-depth discussion with Fiona O’Connor, Senior Manager, Marketing Programs, TechTarget, on the impact of classic content – content that provides new audiences with value and provides existing audiences with ongoing value – can have on your audience engagement. They’ll cover the characteristics of classic content, why it’s different from evergreen content and why it should be a part of your content strategy. You’ll leave with a blueprint for creating classic content and how to balance it with other content types for an effective content marketing strategy.

In this edition of B2B Content Brilliance, TechTarget CMO John Steinert is joined by Chief Creative Officer Victoria Azarian (Cannes Lions, Effie, One Show). One look at her work and you’ll understand why it’s accelerated millions of dollars (and likely billions) in value for clients and for their customers.  

Our latest strategic session in this series examines the importance (and challenges) of using graphic design to help successfully communicate promises of value. The goal is to aid marketing and business leaders like you in identifying substantive design gaps and the impediments standing between where you are and where you want to be. We look to help you better recognize these, consider them, and articulate them to other leaders towards successful implementation of business-critical improvements.

It’s amazing to realize that Forrester research shows Millennials and Gen Zers made up 71% of B2B buying teams in 2023. What’s more, their clear preference for video-based content means that in your content portfolio, video is absolutely critical as a source of information for B2B decision making and vendor selection. And our own research shows clearly that busy executives are also consuming more video: Across tech buyers, 48% say webinars and 31% say video are the most important media formats they use to build a vendor shortlist. Suffice to say that in the absence of a good video-based content strategy, marketers will struggle to capture these buyers’ attention, get on their short list and influence their purchasing decisions.  

In the next episode of B2B Content Brilliance in Action, join Jeff Kunken (Vice President Integrated Solutions, TechTarget) and Susan Smith (Senior Director, Product Marketing, TechTarget) as they discuss how to design effective video-based content and overcome common impediments to creating a successful video-based content strategy. Jeff will draw from his experience at the Sundance Channel and IconicTV and share examples of how BrightTALK’s Studios team develops compelling video, webinars and virtual events for our customers. You’ll walk away with practical tips on how to create a library of effective video content, within your budget and timeframe, that successfully engages buyers and communicates your solution’s value.

Drive Better Buyer Engagement with Video

In today’s competitive digital marketing landscape, it’s not enough to just tout the features and functionality of your product or solution. What buyers remember as they move through the purchase process is whether you’re able to meet their actual functional, emotional and social needs. In other words, what clear customer promise can you make in your marketing messaging that both adheres to those needs and is one you can keep?

In this new webinar series, B2B Content Brilliance we’ve gathered the best minds in B2B content and we’ll be exploring content from every possible angle, from using research to graphic design, and much more. In episode one, John Steinert (CMO, TechTarget) talks with Jann Martin Schwarz (Senior Fellow, LinkedIn and Founder, The B2B Institute) about the importance of customer promises, how insights can be used to identify a promise that customers will value and who needs to be involved to make sure the motion is fulfilled.

Creating a Memorable Marketing Message that Lasts

B2B Content Brilliance

When it comes to B2B video content production, design and marketing folks often throw around the saying, “perfection is the enemy of progress.” But when we think about visual content, great execution goes hand-in-hand with success. Creators must then find a way to balance quality with scale, amidst the pressures of limited time and budget.  

In this webinar, join Fiona O’Connor (Sr. Manager, TechTarget) and Ben Hillman (Executive Producer, Paddle Studios) as they discuss the realities of B2B video production and what it takes to create great videos. Discover how Ben and his team at Paddle build high-quality content to attract and engage their target audience, so you can bring these tactics into your own video program to generate real ROI, no matter your budget.

Perfection vs. Scale: Achieving Balance in B2B Video Production

In today’s competitive digital marketing landscape, it’s not enough to just tout the features and functionality of your product or solution. What buyers remember as they move through the purchase process is whether you’re able to meet their actual functional, emotional and social needs. In other words, what clear customer promise can you make in your marketing messaging that both adheres to those needs and is one you can keep?

In this webinar series, B2B Content Brilliance we’ve gathered the best minds in B2B content and we’ll be exploring content from every possible angle, from using research to graphic design, and much more. John Steinert (CMO, Informa TechTarget) talks with Jann Martin Schwarz (Senior Fellow, LinkedIn and Founder, The B2B Institute) about the importance of customer promises, how insights can be used to identify a promise that customers will value and who needs to be involved to make sure the motion is fulfilled.

If you’re a content marketer, you can probably relate to that feeling of being on a hamster wheel – focused and working hard but knowing the pace is unsustainable – and needing to find an off ramp. You’re under pressure to keep your content fresh, generate content in different formats, personalize content for target buying teams, or just generate more and more assets. Or maybe you’re challenged to come up with new ideas and topics that will resonate with your audience. You (rather quickly) surmise that you don’t like being a hamster.

With all the hype around artificial intelligence, you’re probably wondering if generative AI (GenAI) can solve your content creation problems. However, many B2B tech buyers are wary of AI-generated content and, in response, are leaning into expert-authored content. So, if AI isn’t the panacea (and you don’t want to be a hamster), how do you get a sustainable stream of the right content to engage your target audience and move them swiftly to a decision to purchase your solution?

In this episode of our B2B Content Brilliance series, Lauren Whitehouse (Enterprise Strategy Group) and Susan Smith (TechTarget) talk about “classic” content – its characteristics, why you need it and how to create it for each stage of the buyer’s journey. They’ll look at the role of subject matter experts in creating this type of content and how it can make your content engine more efficient.

Classic is Cool: Lessons in Content Marketing

B2B Content Marketing

Content Creation

Content Management

Content Analytics

Marketing Analytics

Marketing

Market Research

Artificial Intelligence

Content Delivery

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Marketing Operations and Automation

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The digital content marketing community on BrightTALK is made up of thousands of marketers using rich media and thought leadership content to drive engagement. Join to learn best practices for digital content creation and distribution and explore how content engagement can help you connect with your existing and prospective customers and drive revenue.

Content Marketing

The marketing community on BrightTALK is made up of thousands of engaged marketing professionals. Find relevant webinars and videos on marketing strategy, branding and more presented by recognized thought leaders. Join the conversation by participating in live webinars and round table discussions.

Classic is Cool: Lessons in Content Marketing

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Omdia GTM Insights and Advisory