Guest post by Brian Bennett.
A major, tectonic shift has occurred in marketing over the last decade. Content-based digital marketing is now mainstream, as more than 91% of B2B marketers have embraced content marketing.
While old-school methods, such as print ads, still have their place in marketing strategy, they are less efficient and conversion-oriented. They are also less targeted and more apt to miss entire audiences who no longer consume traditional media.
Publisher by Nick Youngson CC BY-SA 3.0 ImageCreator
B2B marketers need to shift from an advertising mindset to a publisher’s mindset.
Advertisers have historically spent resources renting audiences from publishers who build and cultivate them. Those audiences come back regularly for highly relevant information and entertainment.
Today, B2B marketers have the means to become publishers, cultivating their own audiences using an array of technologies, like AI and voice response, that enable businesses to connect even more personally with their customers.