I've written about how B2B content makes its first mistake by competing on entertainment value alone, when it should compete by different standards: relevance and/or helpfulness (e.g. B2B content competes on relevance, not entertainment There are two modern problems with attention: earning it, and keeping it. They're acting like a publisher.Īnd yet, even with savvy hires on board, all B2B content faces a challenge. Think Celonis will struggle with content much? I don't think so. Look no further than Celonis, the rising process mining player that hired enterprise media titan Larry Dignan, formerly of ZDNet, to Editor in Chief of Celonis Media. Then they tell me why content marketing isn't working. Most B2B companies have ignored my exhortations. That's why marketers need a journalistic sensibility. If you're not a subject matter expert yet, no worries - you still have relevant customer-facing information. If you're not an expert in creating the content, you're feeding that content to a creative team. In reality, content marketing only works if the entire organization commits to it. Most B2B companies still make the mistake of thinking that content marketing is the purview of marketers. B2B content marketing has a new problem, folks: we might be able to earn attention - but can we keep it? Content marketing works because buying attention doesn't.īut earning attention with content is an organizational discipline - and therefore, not appealing to the shiny new toy crowd.

Realtimes player problems