The New 'Content Continuum': A Six-Stage Marketing 'Funnel'
Learn about the Content Continuum, a six-stage approach that updates the traditional marketing funnel. Discover how to apply it to your own marketing and content strategy.
Generative AI is increasingly used for marketing content, but marketers should not rely solely on it. AI tools can generate ideas and gather sources, but cannot provide original content with insights and added value. A human writer is needed for B2B content.
17 essential elements should be included in a brief for a B2B content writer: target audience insights, customer journey stage, article goal, word count, primary and secondary keywords, meta title and description requirements, H1 requirements, clear article structure with H2 and H3 headings, internal style guide, internal and external link guidelines, competing content URLs, first-draft and final article deadlines, and an AI content detector link.
Despite the rise of AI technology, it is not a replacement for human creativity. It should be used as a helpful tool to boost creativity and workflow. Resources are available for ensuring high-quality outsourced content, such as avoiding common mistakes and effectively working with freelance content creators.
... continue reading below17 Must-Have Elements of Your B2B Content Brief
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Learn about the Content Continuum, a six-stage approach that updates the traditional marketing funnel. Discover how to apply it to your own marketing and content strategy.
Explore how to balance content volume with content relevance, enhancing buyer engagement by crafting content that resonates with your audience and drives conversions. Ask yourself these questions.
Explore how the 3Rs—Repackaging, Repurposing, Reoptimizing—can transform your B2B content marketing, enhancing your efforts' efficiency and impact despite resource constraints. Learn more.
Understand the role of video marketing in B2B healthcare. Gain insights into how strategic video use can support brand and trust development. Read more.
Discover how to use employee-generated content to build brand reputation, drive social engagement, foster team community, and much more. Read now.
What are the key characteristics of highly effective B2B thought leadership content? To find out, Edelman and LinkedIn conducted a survey in December 2023 among 3,484 management-level professionals globally.