B2B content marketers are becoming producers rather than thoughtful content creators. It's time to stop and think, map out a strategy and reclaim the calm from the chaos. Buyers place an increasing value on content - but the right content matters. Are you on the content treadmill or helping your buyers thoughtfully consider how to solve their problems? It's time to choose.

1. Thoughtful
Marketing Content
or Rote Activity?
Ardath Albee
@ardath421

2. Time is not a B2B Marketer’s Friend

3. email campaigns, events, blog
posts, lead generation, brand
awareness, webinars, infogra
phics, white
papers, articles, eBooks, vide
os, graphics, sales
collateral, websites, social
media, Twitter, Facebook, Go
ogle+, PPC campaigns, display
advertising, content
syndication, media buys, lead
scoring, sales
enablement, content
marketing, lead
nurturing, customer
retention, customer
acquisition, ROI, analytics, big
data, marketing
automation, Pinterest, Instagr
am, podcasts, sponsorships, c
ase
studies, websites, microsites,
user experience, web
traffic, conversions, LinkedIn,

4. Content Marketers
need to find calm
amidst the chaos…

5. …there’s a lot riding on it!

6. 68% of buyers rely
on content MORE today
than last year
DemandGen Report

7. But have less
time to spend
with it.
Buyers need
content

8. WHERE’S THE VALUE?
58.7% of buyers
value problem-solving
info – not product info
DemandGen Report

9. BUYER’S
CIRCLE OF
TRUST
Marketing Content

10. Content
marketing can
become

11. Just creating MORE content is …

12. It’s not the same marketing environment…
…so what will you shift?

13. Wait!
Stop and Think…

14. Content Marketers
need a map… a
strategic approach

15. Who is Your Buyer?

16. What problem is she trying to
solve?

17. What does she need to
• Learn
• Share
• Change
to solve her problem?

18. Who (or What)
could stop her?

19. What does she need to
know at each stage?

20. Which
• Channels
• Media
• Formats
engage her?

21. Now, You’r
e Ready

22. Create
Thoughtful
Content!

23. Thanks for making it this far!
Ardath Albee, CEO &
B2B Marketing Strategist
@ardath421
Get started with your personas:
www.upcloseandpersona.com