Killer B2B Content Webcast Summary

The recent FUSION b2b webcast “Killer B2B Content” demonstrated that content is king! Content marketing is becoming foundational to a modern marketing program. Content supports such goals as awareness, customer retention and lead generation. Marketers are transforming into authors and publishers.

Content marketing is the creation and distribution of educational and/or compelling information in multiple formats to attract and/or retain customers.

Types of content were identified in a 2010 benchmark study from Marketing Profs and the Content Marketing Institute (Link Here). Social media ranked first, followed by such tactics as eNewsletters, blogs, whitepapers and more.


Paul Deffenbaugh shared an editor’s perspective on content development and management including ways to vary formats to build interest, from interviews to “charticles”, lists and case studies.

Publish or perish!

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  1. Mary Klest
    07/07/2011 at 8:09 am Permalink

    While most marketers are publishers now, many writers are becoming marketers. Quality content can be consistently developed by writers who understand business objectives and audience interests. Good writers know how their content is found, used, measured and shared. How content is supported and managed after creation can determine its value as a business asset. Marketing managers are often overwhelmed with the communication possibilities.

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