Speaker: Ruth P. Stevens, Author, Maximizing Lead Generation

B2B marketers are well aware that content is essential tools for marketing effectiveness today, but many struggle with the question of what content to develop, how to get it produced efficiently, and the best applications for content marketing. This session introduces a step-by-step process for planning content development, beginning with customer buying-process analysis, and moving on to how to create a content audit and fill in the gaps.

Take-aways:

• How to analyze your content needs, and prioritize the content to produce.
• The best applications for content in driving toward B2B marketing objectives, like sales lead generation, sales conversion and customer retention.
• A compelling case example of a successful content audit process.
• 5 steps for planning your content program that you can apply immediately, to produce the right content to move your prospects along their buying journey, fast.