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Cleveland, Ohio
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American Marketing Association - Cleveland Chapter. The premier association for marketers in Northeast Ohio.

Blog Archive

As part of our effort to keep you up-to-date on the latest marketing trends, we've gathered insights from thought leaders in Cleveland and across the nation on the Cleveland AMA blog.

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Give Boring Content the Boot

Lukas Treu

5 Tips for Spicing Up Your B2B Content

Cleveland AMA content marketing
Cleveland AMA content marketing

“Content marketing is a waste of time.”

Sound familiar? It very well might, especially if you work for a B2B company. No one likes to invest in initiatives that don’t seem to be paying off, but according to the latest research, less than half of B2B marketers using content marketing feel that it is effective.

While it may seem like the idea of content marketing must be broken (or at least not applicable for the B2B world), the real issue may lie less with the strategy and more with the tactics you’re using. Given the nature of some of the products and solutions B2B companies offer, it can be easy to create pieces perceived as boring. It doesn’t have to be this way, however.

Marguerite McNeil’s recent piece for the American Marketing Association entitled, “Beyond Boredom: 5 Tips for Creating Engaging B-to-B Content” lays out great advice for how to avoid losing your audience and creating more engaging B2B content. Follow her advice, and you’ll be well-primed to boost your content marketing effectiveness in the months to come.

You can read the full article here, on the American Marketing Association website.