This document discusses content marketing strategies for B2B companies. It argues that providing valuable content to build trust and gain attention is more effective than interruptive tactics. Good content marketing focuses on topics relevant to the audience, not just products, with the goal of influencing the audience's perspective over time. Rather than demanding immediate ROI from every piece, marketers should focus on delivering value and tracking key performance indicators that will lead to long term ROI through increased trust and attention.

1. THE CONTROVERSIAL
TRUTH ABOUT B2B
MARKETING
From a decade of marketing in technology,
digital media and entertainment companies
JOERGEN AABOE
CEO & Co-Founder, Ylixr | Eternal Marketing Advocate

2. HOW DO YOU CAPTURE THE
ATTENTION OF YOUR AUDIENCE?
First of all…
All marketers now face the same challenge:
GOOD LUCK DRIVING ROI WITHOUT ATTENTION

3. CONTENT
CONTENT
CONTENT
CONTENT
CONTENT
CONTENT
CONTENT
CONTENT
CONTENT
CONTENT
CONTENTCONTENT
CONTENT CONTENT
CONTENT
CONTENT
MOST MARKETERS AGREE
—
CONTENT IS THE SOLUTION

4. BECAUSE PROVIDING VALUE IS A FAR
BETTER WAY TO GET ATTENTION
THAN BEING INTERRUPTIVE

5. I’m pretty sure Seth Godin
already said this back in 2008:
“CONTENT MARKETING IS
THE ONLY MARKETING LEFT”

6. SO WHAT EXACTLY IS
CONTENT MARKETING
RIGHT NOW?
OR: What is good content marketing?

7. WHAT IS GOOD CONTENT?
WHAT SHOULD THE FOCUS BE?
WHAT IS REQUIRED FOR SUCCESS?

8. THIS IS WHERE THE
DISAGREEMENT STARTS
…about the approaches to content marketing

9. Have you read this?

10. GIVE, GIVE, GIVE,
THEN ASK
Translation:
Because after attention you need trust

11. Marketing is increasingly
becoming a game of delivering
value in exchange for attention
— all in an effort to establish trust

12. WHICH IS WHY ANYTHING
SELF-SERVING NEVER WORKS
ASK YOURSELF:
What does our content really look like?

13. THE SWEET SPOT IS THE INTERSECTION OF
WHAT YOUR AUDIENCE CARES ABOUT
AND YOUR POV
…not your product
When it comes to content…

14. THE ULTIMATE GOAL OF B2B CONTENT
MARKETING IS TO GET YOUR AUDIENCE
TO ADOPT YOUR VIEW OF THE WORLD

15. THE GOAL
IS NOT
TO SELL
WITH EVERY SINGLE PIECE OF CONTENT
…because your pitch does not provide value
To be clear…

16. SO WHAT’S THE
ROI ON GIVING?
(See the irony in that question?)

17. ARE WE REALLY SUPPOSED TO DELIVER
ROI IN A QUANTIFIABLE WAY
FOR EVERY SINGLE MARKETING EFFORT?
The pendulum swung too far…

18. INSERTING YOUR “SPIEL” INTO EVERY
CONTENT PIECE IN AN EFFORT TO SELL
DOES NOT DELIVER THE DESIRED RESULT
The truth is:

19. KPIs > ROI
Find the KPIs that your marketing tactics can actually map to
IN THE SHORT RUN
ROI TRUST ATTENTION VALUE
Invest in the marketing programs that deliver value to your audience
IN THE LONG RUN

20. JOERGEN AABOE
CEO & Co-Founder, Ylixr
Eternal Marketing Advocate
If you enjoyed this, please
consider sharing it with a fellow
marketer — or maybe their boss
linkedin.com/in/joergenaaboe