We cover content diversification and creating a content machine for B2B marketing.

Our expert panel discuss how B2B buyers' journeys have changed with the rise of digital channels and how B2B marketers have to adapt their content strategies through content repurposing and diversification.

You can also expect a run-through of how to use HubSpot's Campaign suite to aid in this process.

Speakers:

Robert White - Marketing Manager at Axon Garside

Alison Irlam - Social Media Expert at Axon Garside

Lawrence Chapman - Content Lead at Axon Garside

Key Discussion Points:

[00:03:07] Discussing the shift in B2B buying behaviour and the role of content

[00:04:34] The Shift of B2B Towards Influencer Marketing in Social Media

[00:08:34] Diversifying Content for Optimized Performance

[00:14:00] How to Optimize and Repurpose Content for a Strategic Marketing Approach

[00:15:11] Content Repurposing Process Through Podcast and Articles

[00:18:05] Maximizing Value from Content via Social Channels and Repurposing

[00:22:57] Discussing the Use of HubSpot's Campaign Suite for Effective Data Tracking

[00:26:56] Utilising Different Types of Content Formats in Traditional Industries

[00:33:02] Analysing Metrics to Secure Leadership Buy-in with Content