We Asked Experts About the Future of Content—Here’s What They Said

3 minute read

Upland Admin

A few months ago, a thought occurred to us over at Kapost HQ. There are so many amazing voices speaking about content, we lamented, but there’s more out there to read than even the most devoted marketer could ever get through. So we had an idea: We would bring all of our favorite leaders together into one awe-inspiring, bursting-at-the-seems anthology.

So we asked each one of them to write us an essay on a content-related topic close to their heart—and boy, did they deliver.

The resulting Guide to B2B Content is a one-stop shop for all of the thought leadership, advice, and content inspiration you never knew you needed.

We did the wrangling—now you can do the reading.

Take a Sneek Peek

If that doesn’t convince you, here’s a sneak peek at what some of our contributors had to say:

“If you compete on experience, you’ll have something no one else can compete with.” — Carla Johnson


 “Truths may not differentiate our product or service to our audience. However, truths differentiate the reasons why a customer will care about what we have to say about our products and services.” — Robert Rose


 “In marketing, we might not talk about important global issues, but we all have our own versions of important but ignored stories. Our products or services might solve very real problems, but still, it’s hard to get anyone to listen to a story about, say, your B2B solution or your law firm or your pharmaceutical products. The key, then, is to make the story smaller.” — Ann Handley


 “Everyone involved in the decision to buy is not a decision maker, but they can each put the kibosh on a deal simply by saying ‘no.’ This means our content needs to speak to each of them in a way that resonates and gets them to yes—or at least acceptance for change.” — Ardath Albee


 “For many of the practitioners among us, the last ten years has been focused on content strategy. But a content strategy is worthless if an organization says thankyouverymuch and pops the carefully crafted, elegant strategy into a drawer to gather dust. If there is no implementation phase, then the strategy is just that: an unimplemented plan.” — Rahel Bailie


 “Marketing content is no longer the ‘supporting material’ is used to be. Your content operation is core to your overall customer experience and their buyer’s journey. Good content won’t guarantee a good customer experience, but there isn’t much chance of creating a good customer experience without it.” — Jessica Vose


And that’s just the tip of the proverbial content iceberg.

With more than 20 articles written by the top minds in content today, this is a resource you won’t want to miss. Lucky for you, you can download it for free here.

Guide to B2B Content

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