B2B content marketing has become the white bread of content marketing. It's on every B2B marketer's menu and unfortunately a lot of it is as exciting as white bread. It lacks texture, and flavor and gusto.
Beyond that, it's often missing a solid foundation. Simply content without a strategy it isn't a solid part of B2B marketing strategies.
And yet...done right it works. According to Content Marketing Institute, content marketing costs 62% less than outbound marketing and generates 3X as many leads."
So how do you get your B2B content marketing up to snuff? What do you need to do differently?