While it’s easy to look into the future and focus on new initiatives, sometimes taking a look into the past can be even more rewarding.

While content curation typically involves sharing and taking inspiration from third-party content (with credit, of course), the curator’s mindset can also be applied by looking within. Exploring your own content assets provides a great opportunity to amplify your most successful assets that are already providing great results.

Instead of taking chances with new, unproven content ideas, repurposing and curating from existing top-performing assets is a great way to boost your content marketing strategy and create a wide variety of content that can help different buyers move through the buyer's journey.

So how do you get started? In three steps, you’ll be able to assess, align and amplify.

• Step 1: Assess which assets to amplify. Discover which assets are performing the best by conducting a content audit and analyzing the data.
• Step 2: Align top performers with current audience needs. Just because something performed well in the past doesn’t mean it will in the future. Compare top performers to what’s relevant to your audience today.
• Step 3: Amplify by recycling, repurposing, republishing and repackaging. When you rethink your existing content, you’ll be able to create longevity and sustainably supplement your content marketing efforts.

What content does your organization have that can be repurposed into something different – and possibly even more effective? Think about your buyer's journey and existing assets, and fill in any gaps that may exist in your content strategy. At Red House, we help clients make the most of their content programming with long-lasting content that can stand the test of time – and ROI.

Read the source article on Content Marketing Institute.

As B2B marketers, we know the buyer's journey is more complex, with more touchpoints than ever before. B2C buying experiences have shaped B2B buyer expectations, and according to McKinsey & Company, B2B buyers now use six different channels over the course of their decision-making journey.

Have you ever gated a content asset only to find that out of 300 people who completed the lead-gen form, just a (very small) handful were genuine, qualified leads?

Looking for higher quality and quantity of leads? One way to accomplish this is to have a better understanding of organizational-level considerations that drive B2B buying decisions.

In an era where marketers can gauge performance with clicks, shares, visits, comments, etc., print has inevitably suffered – because anything that can demonstrate tangible ROI has a tendency to win marketers over. To confront this challenge, the print sector pulled together a joint industry committee for mail, aimed at creating the first-ever industrywide audience standard that would allow marketers to compare print and digital marketing channels.

A new report from Vennli reveals that original research, quotes from customers and comments from industry experts are the most effective types of content to help build B2B brand trust.

Marketing automation, social media and other digital innovations are changing the way B2B buyers make decisions and advance through the buying process. New research from Forrester confirms this notion, finding that 68% of B2B buyers prefer to conduct online research on their own, and 63% of them do so using a mobile device.

As B2B marketing and buying continues to evolve, marketers need to hone in on the needs and expectations of customers – and crafting a customer experience that is personalized, empathetic and provides value.

As we know, engagement is key for social media marketers. Because algorithms reward engagement and interactions, audiences are more likely to see and respond to content based on engagement. But unlike B2C brands, many B2B brands can struggle to generate quality engagement from their content. 

Here are three ways to generate more engagement for B2B brands: 

1. Collaborate with Influencers: They can provide another trusted perspective
2. Humanize Your Brand: Connect with potential customers on a personal level
3. Leverage Live Videos: These allow you to directly engage with their audience

While it may be more challenging for B2B brands to generate engagement, there’s a lot to be gained with an engaged audience, including increased search engine rankings, capturing the attention of prospects, and increasing both brand awareness and sales. 

Read the original  article on SocialMediaToday.