Ep. 130: How to Build Owned Assets that Perform

When it comes to content marketing in B2B, there’s something to be said about building owned assets like newsletters. Many of these assets fall flat if the content is too company-centric, not shareable, and if there is a misalignment of expectations. How can B2B companies develop content that is interesting, relevant, shareable, and will ultimately generate good results? Join us as we go “behind the scenes” with B2B content marketing expert Casey Hill (Senior Growth Manager, ActiveCampaign). During our conversation, Casey highlights the importance of setting the right goals and performance indicators, and how to think about attribution thoughtfully. He also highlights the pitfalls to avoid, the importance of segmentation and personalization, and some recent trends that B2B marketers should be aware of.