Chuck Frey says, “As a director of content marketing for a digital agency, I’ve noticed a pattern as we bring on new clients: Their brands aren’t as strong or as differentiated as they should be. In addition, most of them do traditional product-centric versus customer-centric communication. Their customers have changed, but they haven’t.

As I noticed this pattern, I wondered: What would leading content marketing professionals recommend to help B2B firms strengthen the value of their brands? I asked 14 content marketers representing companies large and small, plus several agencies. Here’s what they had to say:

Deliver value — as defined by your customers

Practitioners must have a deep understanding of what matters most to the target audience — their problems, challenges, and aspirations. Admittedly, this sounds a lot like content marketing 101 — creating customer personas, understanding the buyer’s journey and how their information needs to evolve along it, and proactively answering their most important questions. Yet, according to CMI’s latest research, many B2B marketers still aren’t doing these basics”.

How to Use Content Marketing to Enhance Brand Perception

Content Marketing Institute

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