Rose, Shane2023-08-162023-08-162023-05https://hdl.handle.net/11299/256034This 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.enScholarly Text or Essay