This past week saw the 3rd annual B2B Content2Conversion Conference come to New York City, presented by Demand Gen Report. While I sadly wasn’t able to make it down for the event, I was sure to follow the stories coming out of the show online to see what folks were talking about this year – and boy were they talking!
Once things kicked into high gear on Tuesday, my news feeds were flooded with #C2C14 quotes and messages around all things content strategy. It seemed to me that many shared an undeniable focus on using content for sales enablement, from lead nurturing and scoring to using buyer personas and having better sales conversations. The sales enablement content story is nothing new, but it’s certainly been getting louder, and it’s exciting to see how content marketing (and marketers) are continuing to evolve.
It was also great to see a number of excellent articles coming out of the event, including:
10 Things Marketers Need to Know about Content and Sales Enablement (Carla Johnson)
Content Marketing Trifecta: How to Repurpose, Reuse & Refresh Content
(Lee Odden and Pam Didner)B2B C2C Blends the Creative and Logical for Content Marketing Strategies (Christine Parizo)
No one can possibly attend every conference these days, but with shows like C2C 2014, you never have to miss out on all the action – especially with so many passionate attendees sharing the wealth in real time.
With that in mind, here are some of the tweets I saw this week that I found especially interesting, inspiring, and in one case, pretty surprising (I’ll let you guess which one).
"The masses are no asses" when it comes to your content! Make your content conversational rather than profit obvious @MHFI Ted Smyth #C2C14
— Jamie Whited (@JamieLWhited) May 7, 201466% if buyers say consistent and relevant communication from marketing and sales plays key role in buying decision #C2C14
— Brian Anderson (@G3Brian) May 7, 2014Content ROI can mean content2conversation. Not always content2conversion. Tell a story not a sales pitch. @tedsmyth #c2c14
— Kim Surko (@ksurko) May 7, 201457% of buying process is complete before a sales rep is engaged. @brentadamson #C2C14
— Amanda Maksymiw (@amandamaks) May 6, 2014How do you define what you will talk about? Understand what your buyers need to hear during their buying process. #C2C14
— Carlos Hidalgo (@cahidalgo) May 6, 201464% of execs want content to focus less on product specs and more on value #C2C14
— Christine Parizo (@cparizo) May 6, 2014Taboo has been spoken...content doesn't need to deliver ROI...and it's a C-suite perspective. #wowsa #c2c14
— Christine Elliott (@Im_Christine44) May 7, 2014"Tell the story you want to tell, not the story you think you should tell. Don't weigh them down with jargon." -@TClark01 #C2C14 RT...
— Carla Johnson (@CarlaJohnson) May 8, 2014IBM survey: 95% of purchasers said selected provider had ample content through the buy cycle. #c2c14
— Christine Elliott (@Im_Christine44) May 7, 2014If you need to know anything about the prevailing theme at #C2C14, it's that your campaigns need to die. Focus on telling a story.
— Leo Strupczewski (@leostrupczewski) May 7, 2014For more content trends and ideas, check out these 5 Expert Predictions for Content Marketing in 2014.
