A Framework for Leveraging Subject-Matter Expertise in B2B Content Marketing
2023-05
Loading...
Persistent link to this item
Statistics
View StatisticsJournal Title
Journal ISSN
Volume Title
Title
A Framework for Leveraging Subject-Matter Expertise in B2B Content Marketing
Alternative title
Authors
Published Date
2023-05
Publisher
Type
Scholarly Text or Essay
Abstract
This research explores how organizations can leverage technical expertise within their content marketing to enhance the customer journey in business-to-business (B2B) markets. The research examines two existing buyer journey frameworks that extend beyond the point of decision and purchase and analyze their potential application in the integration of technical expertise in content marketing. Additionally, there is review of current research on the most effective methods for incorporating technical expertise into marketing content, which is currently siloed and limited.
In response to these findings, the paper proposes a preliminary framework for integrating technical expertise within content marketing across a B2B buyer journey. This framework maps technical expertise across the content creation process. By developing and implementing this framework, organizations can better leverage the value of their subject-matter experts, improve customer engagement and satisfaction, and ultimately drive business growth in the B2B marketplace. The research concludes by addressing the challenges and opportunities associated with adopting the proposed framework, offers recommendations for organizations operating in B2B markets, and suggests future research directions to further refine and enhance the integration of technical expertise in content marketing.
Keywords
Description
Related to
Replaces
License
Series/Report Number
Funding information
Isbn identifier
Doi identifier
Previously Published Citation
Other identifiers
Suggested citation
Rose, Shane. (2023). A Framework for Leveraging Subject-Matter Expertise in B2B Content Marketing. Retrieved from the University Digital Conservancy, https://hdl.handle.net/11299/256034.
Content distributed via the University Digital Conservancy may be subject to additional license and use restrictions applied by the depositor. By using these files, users agree to the Terms of Use. Materials in the UDC may contain content that is disturbing and/or harmful. For more information, please see our statement on harmful content in digital repositories.