At this year's Content Marketing World, Shiri Friedman, director of tech partnerships at Brightcove, moderated a discussion amongst a spirited panel of content marketing experts. During this "B2B Research Roundtable," Shiri, Michael Weiss (Content Marketing Institute), Ardath Albee (Marketing Interactions), Todd Wheland (Kelly Services), Carla Johnson (Type A Communications) and Michael Brenner (SAP) examined the unique challenges--and opportunities--that exist for B2B marketers as they work to navigate a rich, multi-faceted content marketing ecosystem. Sometimes, it feels as though there are just so many tactics and distribution channels, and it can be difficult for marketers to streamline where they should place their time, energy and resources.
The panelists discussed these pressing topics in the context of the study, "B2B Content Marketing: 2014 Benchmarks, Budgets and Trends -- North America," published last month by the Content Marketing Institute and MarketingProfs, and sponsored by Brightcove. And, thankfully, our friends at the Content Marketing Institute filmed the entire roundtable session, so that those of us who were unable to attend the conference still have access to the panel's expert insight and advice. Below, you can find the roundtable session in three parts.
Part 1: How Can We Use Social Media to Best Advantage?
Part 2: Time Management and Content Marketing Priorities
Part 3: What Does the Future Hold for Content Marketing?
Are you a B2B marketer? What are your priorities in 2014? We'd love to hear from you in the comments section.