The urgency of B2B content marketing

 Yesterday I wrote about "marketing as media" in B2B and the challenge of becoming a top source of information and ideas for your customers and prospects. It's critical for all the reasons you know: traditional marketing tactics don't work anymore, your potential buyers are actively looking for new ideas, and you'd better jump into the online conversations happening about your brand because they're going on with or without you.

Today's news from American Business Media adds another note of urgency: Business magazine revenue was down another 24% in 2009 from 2008, and total pages declined almost 29%...and 2008 was a pretty bad year!

I'm certainly rooting for B2B magazines to make the transition they need to make, but it's hard for marketers to count on a lot of support in getting the message out and the conversation started. 

Photo credit: back_garage

Comments

[Piplzchoice]

Rob,

I am not sure the connection I've made is the one you had in mind, but I want you to look at what we are doing at Amplified Analytics to extract product reputation metrics from customer reviews. I think you would find it interesting. At this point we are focusing on CE and computer products reputation scores.

[Rob Leavitt]

Thanks - I'll check it out. It's all part of the puzzle!