Classic is Cool: Lessons in Content Marketing

If you’re a content marketer, you can probably relate to that feeling of being on a hamster wheel – focused and working hard but knowing the pace is unsustainable – and needing to find an off ramp. You’re under pressure to keep your content fresh, generate content in different formats, personalize content for target buying teams, or just generate more and more assets. Or maybe you’re challenged to come up with new ideas and topics that will resonate with your audience. You (rather quickly) surmise that you don’t like being a hamster. With all the hype around artificial intelligence, you’re probably wondering if generative AI (GenAI) can solve your content creation problems. However, many B2B tech buyers are wary of AI-generated content and, in response, are leaning into expert-authored content. So, if AI isn’t the panacea (and you don’t want to be a hamster), how do you get a sustainable stream of the right content to engage your target audience and move them swiftly to a decision to purchase your solution? In this episode of our B2B Content Brilliance series, Lauren Whitehouse (Enterprise Strategy Group) and Susan Smith (TechTarget) talk about “classic” content – its characteristics, why you need it and how to create it for each stage of the buyer’s journey. They’ll look at the role of subject matter experts in creating this type of content and how it can make your content engine more efficient.