B2B marketers don’t need to be convinced that content is the engine that fuels their businesses. As just one example, consider how the B2B buyer’s journey has evolved in the digital era. Today, 71% of B2B buyers prefer to conduct research on their own, with a sales representative available via phone or chat only when needed. Just 12% of buyers want to meet with a sales rep in person. Given a sales cycle that’s largely controlled by the prospective buyer, the right content at the right time through the right channel is the difference between a new customer and a lost sale.

B2B marketers who are responsible for such content live at this moment-of-truth juncture. They must respond to the constant pressure by engaging audiences continuously with fresh, high-quality content. Harnessing the power of content in the digital era, however, is no easy feat. Download this DCG paper, sponsored by censhare to find out how you can get started.