Erin Hogg

B2B Content Marketing: Find the bigger story

June 2nd, 2014

Originally published on B2B LeadBlog

“Anybody here think you have nothing to create content around? No exciting stories to tell?”

Joe Pulizzi, Founder, Content Marketing Institute, has heard this issue from a lot from B2B marketers. Many do not think they have any content that is relevant or exciting enough to share to their audiences.

As he gave his keynote address at MarketingSherpa Lead Gen Summit 2013, he revealed that he also gave a presentation for metal working manufacturers that also posed the same question: What do we talk about?

“If you really want to get into content marketing, you have to realize the golden rule is: Your customers don’t care about you, they don’t care about your products … they want a solution,” he said.

Watch this video replay from his keynote for a case study on how B2B shipping container and energy company Maersk Group used content marketing to garner 1.5 million Facebook page likes (now at 1.8 million) including more than 25,000 people actively talking about the company.

One key takeaway from Joe’s session was a challenge for marketers to ramp up efforts to deliver content that’s relevant to their target audience.

“My call to you is: Do you really know what the pain points are of that persona, and what the bigger story could be?”

Watch the full video replay of “Content Marketing: 6 forgotten strategies to execute now” to discover the five remaining strategies to aid your content marketing efforts.

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