The bar for great B2B content marketing is being raised since brands have become publishers and no longer need to rely on traditional media sources for exposure. Unfortunately, budgets and resources don’t always match the required output.
Not many B2B marketers realistically have the budget to hire journalists to compete with industry publications. Even those that do, are still struggling to create engaging content on a consistent basis, improve content effectiveness and provide a variety of content.
The wisdom of your community is a bank rich with useful marketing content and can help scale a B2B content marketing program. In his session at MarketingProfs B2B Marketing Forum, TopRank CEO Lee Odden made the case for why adding participation to your content can help solve the problems above, and three examples of content co-creation in action.