B2B Content Marketing Technology Is An Enabler, Not A Panacea

B2B Content Marketing Technology Is An Enabler, Not A Panacea

by Andrew Rogerson on Jan 2, 2017 in Content Marketing

Driven by new technologies, B2B marketers are seduced by the potential to personalise client experiences. But technology should be seen as the enabler for a content marketing strategy, and not the other way around.

Attending the B2B Marketing Summit late last month, I was struck by how the layout of the room provided a perfect metaphor for one of the biggest tensions in B2B marketing today. As Joe Pulizzi, founder of the Content Marketing Institute, came on stage to deliver his keynote address, he was competing with technology both in a physical and conceptual sense.

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