Relevance, Resources, Relationships: How to Create a B2B Content Marketing Strategy — Sharmila C. Chatterjee

MIT Sloan Senior Lecturer Sharmila C. Chatterjee

From Huffington Post

In 1895, John Deere, the agricultural machinery company, debuted a slight publication called The Furrow targeted at farmers and ranchers. Back then, The Furrow was a simple newsletter containing pen-and ink-drawings, articles about farming techniques, ads for new plows, and a section tailored for women readers that featured products like cream separators. Fast-forward 118 years to today: The Furrow is still published – albeit in glossy form, complete with its own website, Facebook page, and Twitter feed. It has circulation of 1.5 million.

The Furrow is one of the earliest examples of content marketing, an approach that involves creating, distributing, and exchanging information to attract, engage, and retain a clearly defined audience, with the ultimate goal of driving sales. According to a recent survey by the Content Marketing Institute (CMI), 91% of North American B2B marketers use content marketing as part of their current marketing strategy.

Read the full post and view the video at Huffington Post.

Sharmila C. Chatterjee is a Senior Lecturer in Marketing and the Academic Head for the Enterprise Management Track at the MIT Sloan School of Management.

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