Owned content, also known as owned media, is just one part of the puzzle in your PR strategy. An effective strategy also includes earned, shared, and paid media. This post will address how you can most effectively use the content you publish and own to move your brand ahead.

Only 37% of B2B marketers have a documented B2B content marketing strategy! 

Your B2B content marketing strategy plays a powerful role in a buyer’s journey. We’ve known for years that it helps to build brand awareness and overall trust in a company. But new research shows that a strong B2B content strategy goes beyond simple information; it influences audiences.

B2B content is the word du jour with many companies having invested int their own B2B content marketing strategy. Today, it's s no longer a matter of companies implementing content within their marketing plan. The issue now is using that content to its fullest potential.

(Editor's note: This post was updated on September 3, 2018)

A lot has changed in the realm of B2B marketing strategies over the past few years. New technologies have entered the market. Executives have new demands on marketers. How can you not only keep up, but pass these hurdles with flying colors?

A successful thought leadership strategy needs to stay on top of new tools as they become available. Facebook Live is such a tool. It’s like the newest kid on the playground -- and while some have welcomed him with open arms, others are more skeptical, and hold him at a distance.

(We recently updated this popular post to reflect the latest inbound research). 

The idea of a B2B inbound marketing strategy started some 10 years ago in response to growing frustration with traditional, outbound marketing tactics. What started as the runt of the litter has grown into a must-have for many businesses. 

In B2B content marketing, we’ve almost seen it all: The success when people get it right. The mistakes that cause content to crash and burn. It’s those mistakes that we’re going to focus on today so we can ensure you avoid them in the future. Read on to learn how.

The goal of any B2B content strategy is to create content that B2B buyers desire -- you want to be their #1 source of industry information. So how can you update your strategy to fit the needs of the modern buyer?