B-to-B Content Marketing: Five Tips for Maximizing ROI

Christine Birkner
Marketing News Exclusives
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Key Takeaways
  • ​Create content that customers actually want to consume.
  • Create content for each stage in the buying process. 
  • Assign editorial roles within your team.
​Developing an effective content marketing program can be a struggle for B-to-B marketers. Sixty to 70% of B-to-B marketing content goes unused, and only 42% of B-to-B marketers think they’re good at content marketing. So says Michael Brenner, vice president of global marketing and content strategy at Walldorf, Germany-based enterprise software company SAP. Brenner offered the following tips for creating content that will drive business results at the Business Marketing Association’s monthly luncheon in Chicago on Dec. 12.
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Author Bio:

Christine Birkner
Christine Birkner is the senior staff writer for Marketing News and Marketing News Exclusives. E-mail her at cbirkner@ama.org.