Conversation Agent - Valeria Maltoni - Implementing a B2B Content Strategy: Consider How


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Yes, I will dive in more on the when and where part as a follow up on my buyer's cycle post. This is something I'm doing a deep dive on as of late and it's really fascinating to me.

The other test I'm running is on providing content that helps our customers explain to their business counterparts the importance of their role to the business. They are tips, trends from our experience, and so on.

Hi, Valeria.

I like this reminder that we need to focus on stories -- especially in the B2B marketing realm. This too often gets lost.

I'd add to this that the story B2B buyers are interested in tends to be very 'solution' oriented -- one call-out of how ineffective product-centric content can be.

I'd also add that we should conceptualize and rationalize our content increasingly in terms of the dialogue that sales folk used to have with buyers but that no longer happens -- that 'trusted advisor' mentality that pervaded sales training of 20 years ago. Marketing more than ever is managing the upstream dialogue. And so the content and voice should map back to upstream stages of the education dialogue w/ buyers -- helps to better get our arms around this and figure out what we should write, when and where. And back to your point ... it should tell a story.

My two cents.

Adam Needles
B2B Marketing Evangelist

Twitter: @abneedles

@Mark - caring about the story is as important as the story itself. I like how you bring in Aesop, I'm a student of the classics, so you just scored major points with me.

@Jamie - I drew a correlation between points made by people smarter than I, but thank you nonetheless for the compliment. In the reality of my B2B experience, I know that even this simple process is so hard to do. It's way too tempting to go after the complicated terminology to sound cutting-edge.

@Mark J. - looks like we're like minded, I quote myself sometimes, too. Thank you for the useful link. Mobile is the next point of interaction and it's all too personal to take it lightly.

@Sreekumar - see how lucky you are? Seriously, thank you for stopping by. You're very kind.

@Lynne - connecting some dots in my experience. Writing here has been a valuable use of my time as my thinking continues to be evolved by experience and conversations. Story appears soft and like all soft things, it tends to be underestimated. I saw, beware of the soft stuff, it'll get you every time.

@Eric - I'm not sure hat happened, but the link to your post takes me to an empty page. If you'd like to email me the proper link, I'll fix it in the comment.

@John - story is our brain's shortcut to remember valuable information. It's genetic and environment, born of necessity when writing had not been invented. People forgot facts, but remembered stories from generation to generation. The key is to embed the facts in your story as support actors.

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