content marketing
Analyzing the Value of
Content Marketing for
Business-to-Business
By Gergina Hristova · Namics AG
“Marketing isn’t going to go away.
Nor should it.
But it needs to evolve, rapidly and thoroughly, for markets have become networked and now know more than business, learn faster than business, are more honest than business, and are a hell of a lot more fun than business.
The voices are back, and voice brings craft: work by unique individuals motivated by passion. What’s happening to the market is precisely what should – and will – happen to marketing. Marketing needs to become a craft.
Recall that craft-workers listen to the material they’re forming, shaping the pot to the feel of the clay, designing the house to fit with and even reveal the landscape.
The stuff of marketing is the market itself.
Marketing can’t become a craft until it can hear the new – the old – sound of its markets.
By listening, marketing will re-learn how to talk.
”
Doc Searls and David Weinberger (2009) in
‘The Cluetrain Manifesto. The End of Business as Usual’
Index
Executive Summary
1 – Introduction: Content Marketing – Digital Revival of an Old Concept
2 – Methods of Information Gathering and Analysis
3 – The Development of Marketing
3.1 Content Marketing Definition
3.2 Social Media Definition
3.3 The Importance of Content Marketing for B2B
3.4 Goals and Hypothesis
4 – Background of the Research Interest
5 – Presentation of Findings on B2B and Content Marketing
5.1 Understanding the Major Characteristics of B2B and B2B Marketing
5.2 B2B Communications and the Promotional Mix
5.3 Content Marketing: Just Hype?
5.4 Content Marketing in the B2B Sector: Examples
5.4.1 Trivadis: Content Marketing for High Turnover Increase
5.4.2 Accenture: Content Marketing as Thought Leadership for Better Customer Outcomes
5.4.3 Indium: Content Marketing for Customer Contacts Take-Off
5.4.4 Distribion: Content
Content Marketing for
Business-to-Business
By Gergina Hristova · Namics AG
“Marketing isn’t going to go away.
Nor should it.
But it needs to evolve, rapidly and thoroughly, for markets have become networked and now know more than business, learn faster than business, are more honest than business, and are a hell of a lot more fun than business.
The voices are back, and voice brings craft: work by unique individuals motivated by passion. What’s happening to the market is precisely what should – and will – happen to marketing. Marketing needs to become a craft.
Recall that craft-workers listen to the material they’re forming, shaping the pot to the feel of the clay, designing the house to fit with and even reveal the landscape.
The stuff of marketing is the market itself.
Marketing can’t become a craft until it can hear the new – the old – sound of its markets.
By listening, marketing will re-learn how to talk.
”
Doc Searls and David Weinberger (2009) in
‘The Cluetrain Manifesto. The End of Business as Usual’
Index
Executive Summary
1 – Introduction: Content Marketing – Digital Revival of an Old Concept
2 – Methods of Information Gathering and Analysis
3 – The Development of Marketing
3.1 Content Marketing Definition
3.2 Social Media Definition
3.3 The Importance of Content Marketing for B2B
3.4 Goals and Hypothesis
4 – Background of the Research Interest
5 – Presentation of Findings on B2B and Content Marketing
5.1 Understanding the Major Characteristics of B2B and B2B Marketing
5.2 B2B Communications and the Promotional Mix
5.3 Content Marketing: Just Hype?
5.4 Content Marketing in the B2B Sector: Examples
5.4.1 Trivadis: Content Marketing for High Turnover Increase
5.4.2 Accenture: Content Marketing as Thought Leadership for Better Customer Outcomes
5.4.3 Indium: Content Marketing for Customer Contacts Take-Off
5.4.4 Distribion: Content