When discussing content marketing, industry insiders tend to speak more to the experiences of B2C companies that are targeting consumers directly. They talk about things like how to get a branded entertainment video to go viral or how to reach consumers across different channels to increase the odds of a purchase decision -- but these two considerations are not always relevant to people in B2B marketing.
A company trying to reach decision-makers at another company requires a different mindset and strategy.
via HubSpot Marketing Blog http://bitly.com/1EN2Y2s
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