25 smart B2B marketers gathered at Netprospex HQ this morning, joined by Ann Handley of MarketingProfs to discuss content marketing. Thank you to everyone who came out, and contributed to the conversation. Below are some soundbites from the event:
“He who has the budget creates the content.”
“Marketer’s don’t always call it ‘content marketing’. They say ‘branding’ – and storytelling is used to ensure everyone from the CFO to the guy who opens the warehouse doors is saying the same message.”
“We’ve heard marketers are publishers… but marketers are really producers. They take stories and produce them across multiple formats for distribution across multiple channels. They slice and dice a story into 140 characters and eBooks alike.”
“Aligning with sales is the new black… but often times sales is trained in a separate language than marketing uses. I predict a new focus on helping marketers and sales speak the same language across content.”
“Keep it simple. None of your readers will ever complain that you’ve made it too simple.”
“At MarketingProfs we’ve started creating info-doodles. A picture is worth 1,000 slogans.”
“B2B brands want to be more human, and the tone of content can help humanize a brand.”
Ann recommends adopting the Flawesome methodology… “being awesome despite your flaws. Content doesn’t have to be perfect, humans aren’t perfect.”
“We’re trying to convince our team that it’s OK to write like a human.”
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We could have talked for hours… stay tuned for our next event where we can continue the conversation. Special shoutout again to Ann Handley of MarketingProfs for being our special guest today.