THE CONTROVERSIAL TRUTH ABOUT B2B MARKETING

From a decade of marketing in technology,

digital media and entertainment companies

JOERGEN AABOE

CEO & Co-Founder, Ylixr | Eternal Marketing Advocate

HOW DO YOU CAPTURE THE

ATTENTION OF YOUR AUDIENCE?

First of all…

All marketers now face the same challenge:

GOOD LUCK DRIVING ROI WITHOUT ATTENTION

CONTENT

CONTENTCONTENT

CONTENT

CONTENT

CONTENT

CONTENT

CONTENT

CONTENTCONTENT

CONTENTCONTENT

CONTENT CONTENT

CONTENT

CONTENT

MOST MARKETERS AGREE

—

CONTENT IS THE SOLUTION

BECAUSE PROVIDING VALUE IS A FAR

BETTER WAY TO GET ATTENTION

THAN BEING INTERRUPTIVE

I’m pretty sure Seth Godin

already said this back in 2008:

“CONTENT MARKETING IS

THE ONLY MARKETING LEFT”

SO WHAT EXACTLY IS

CONTENT MARKETING

RIGHT NOW?

OR: What is good content marketing?

WHAT IS GOOD CONTENT?

WHAT SHOULD THE FOCUS BE?

WHAT IS REQUIRED FOR SUCCESS?

THIS IS WHERE THE

DISAGREEMENT STARTS

…about the approaches to content marketing

Have you read this?

GIVE, GIVE, GIVE,

THEN ASK

Translation:

Because after attention you need trust

Marketing is increasingly

becoming a game of delivering

value in exchange for attention

— all in an effort to establish trust

WHICH IS WHY ANYTHING SELF-SERVING NEVER WORKS

ASK YOURSELF: What does our content really look like?

THE SWEET SPOT IS THE INTERSECTION OF

WHAT YOUR AUDIENCE CARES ABOUT

AND YOUR POV

…not your product

When it comes to content…

THE ULTIMATE GOAL OF B2B CONTENT

MARKETING IS TO GET YOUR AUDIENCE

TO ADOPT YOUR VIEW OF THE WORLD

THE GOAL

IS NOT

TO SELL WITH EVERY SINGLE PIECE OF CONTENT

…because your pitch does not provide value

To be clear…

SO WHAT’S THE

ROI ON GIVING?

(See the irony in that question?)

ARE WE REALLY SUPPOSED TO DELIVER

ROI IN A QUANTIFIABLE WAY

FOR EVERY SINGLE MARKETING EFFORT?

The pendulum swung too far…

INSERTING YOUR “SPIEL” INTO EVERY

CONTENT PIECE IN AN EFFORT TO SELL

DOES NOT DELIVER THE DESIRED RESULT

The truth is:

KPIs > ROI Find the KPIs that your marketing tactics can actually map to

IN THE SHORT RUN

ROI TRUST ATTENTION VALUE

Invest in the marketing programs that deliver value to your audience

IN THE LONG RUN

JOERGEN AABOE

CEO & Co-Founder, Ylixr Eternal Marketing Advocate

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marketer — or maybe their boss

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