Updating the Four P’s of Content Marketing
Momentum ITSMA rolled out the new 4 P's of content marketing last year: Personalized, Proactive, Peer Influenced, and Proven. This study proves the 4 P's are more necessary now than ever...
Article
buyers
Alisha Lyndon
December 20, 2017
Momentum ITSMA rolled out the new 4 P's of content marketing last year: Personalized, Proactive, Peer Influenced, and Proven. This study proves the 4 P's are more necessary now than ever...
This article was shared before we integrated Momentum ITSMA into one single company, bringing all of our capabilities together. Learn more.
Last year, Momentum ITSMA rolled out the new 4 P’s of content marketing: Personalized, Proactive, Peer Influenced, and Proven. As shown in our 2016 buyer study, The Changing Landscape for Customer Engagement, B2B buyers of high value services and solutions are constantly looking for new ideas and insight. But they are also increasingly demanding of highly relevant and credible content.
As we noted with last year’s study, “the bar keeps rising for content and communication that truly connects.”
Our recently published 2017 study, Understanding Changing Buyer Behavior: Marketing Priorities for Improving Engagement, adds another valuable data set to the conversation.
Long story short, the 4 P’s are even more relevant today (with a slight amendment, as noted below). In the connected economy, B2B buyers want to engage with companies that provide highly-tailored ideas and information oriented to their specific business, industry, role, and situation.
The desire to provide highly personalized, relevant, and credible marketing is certainly nothing new. And B2B marketers in recent years have invested heavily in new tools and approaches to market to smaller segments and even markets of once (hence the rapidly growing investments in account-based marketing).
Amid the rush to full, data-driven personalization, though, a sizable gap still remains between the desired future and current reality.
The quest certainly makes sense. B2B marketers, if anything, should accelerate investments in customer and market insight, as well as marketing technology, to enable increasingly tailored marketing based on priority topics and tactics for each buyer and account.
Meanwhile, though, the 4 P’s provide essential guidance to support those investments and create more effective approaches along the way.