I recently took a class on Content Marketing for students enrolled in a Master’s program in Communications and Media. The objective was to expose the students to the big picture and provide an industry practitioner’s view of content marketing in the B2B sphere. B2B content marketing is a constant revelation for even those in the industry and was even more so for these students.
What exactly is content marketing? The classical definition says that it is all about creating and distributing relevant and value-adding content to your target audience in such a way that it positively impacts your business. It has become essential for survival in today’s market conditions because the customer is savvier and more well-informed, has more options to choose from and is inundated with information. So the goal is to figure out a way for your company’s voice be heard amongst all the noise in the ecosystem.