B2B Content strategy: How to create company- and customer-focused content

A session at Content Strategy Forum 2011

Tuesday 6th September, 2011

2:20pm to 3:00pm (GMT)

Product and marketing content both affect a company's brand. But these types of content have different budgets, technology, agendas, and cultures. Poorly handled brand content can cost a big company millions - from things like unnecessary support center calls and tangled internal content discovery.

A content strategist should bring these two types of content under one roof. They can both make and save money for a company by creating cross-disciplinary content that suits both the company and the customers.

Noz will present a case study that tackled different kinds of content for complex, B2B products. He'll talk through a cross–content strategy that improved brand impression and customer experience, and resulted in measurable savings for the company.

What you'll learn:
1. How a holistic approach to content strategy benefits both the company and the customer.
2. How a content strategist can tackle a complex organisational structure.
3. How product data can be integrated into traditional web content strategy.

About the speaker

This person is speaking at this event.
Noz Ben Urbina

Omnichannel content strategist and adaptive content modeler. I also co-wrote @theCSbook

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Time 2:20pm3:00pm GMT

Date Tue 6th September 2011

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