{"id":12256,"date":"2024-05-22T16:50:25","date_gmt":"2024-05-22T14:50:25","guid":{"rendered":"https:\/\/www.infopro-digital-media.fr\/pourquoi-mettre-en-place-une-strategie-de-contenus-dans-le-b2b\/"},"modified":"2024-06-24T17:32:32","modified_gmt":"2024-06-24T15:32:32","slug":"why-implement-a-b2b-content-strategy","status":"publish","type":"post","link":"https:\/\/www.infopro-digital-media.fr\/en\/why-implement-a-b2b-content-strategy\/","title":{"rendered":"Why implement a content strategy in B2B?"},"content":{"rendered":"\n<p>Conveying the brand&#8217;s values, associating it with a positive sentiment, developing its universe and narrative&#8230; <strong>all while providing value and utility to readers<\/strong>. In one sentence, this is the objective of brand content in B2B.<\/p>\n\n\n\n<p>In the first episode of this dossier, we propose to explore the importance of implementing a content strategy to work on your company&#8217;s image and optimize its business performance.<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-large-font-size\" id=\"h-what-is-brand-content\">What is Brand Content?<\/h2>\n\n\n\n<p>Brand Content refers to the content created by a company (or under its direction) to strengthen its brand identity, engage its audience, and support its <strong>business objectives<\/strong>. Unlike advertising, which aims to promote products or services directly, B2B Brand Content provides value to the company&#8217;s target audience <strong>through informative and engaging content, <\/strong>while also reflecting the brand&#8217;s values.<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-large-font-size\" id=\"h-what-are-the-trends-in-b2b-brand-content\">What are the trends in B2B brand content?<\/h2>\n\n\n\n<p>Our expertise in Brand Content and daily interaction with the field, particularly through our media brands, allow us to identify several trends.<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-medium-2-font-size\" id=\"h-1-return-to-more-subjective-content\">1. Return to more &#8220;subjective&#8221; content<\/h2>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-5 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-container-4 wp-block-column-is-layout-flow\">\n<div class=\"wp-block-columns is-layout-flex wp-container-3 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<p>Content is becoming less cold, less corporate, and less consensus-driven. Therefore, &#8220;subjective&#8221; formats such as expert opinions, case studies, and personal interviews are of interest to decision-makers<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<figure class=\"wp-block-image alignright size-large\"><img decoding=\"async\" width=\"1024\" height=\"640\" src=\"https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/05\/AdobeStock_364906832-1024x640.jpeg\" alt=\"\" class=\"wp-image-11718\" srcset=\"https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/05\/AdobeStock_364906832-1024x640.jpeg 1024w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/05\/AdobeStock_364906832-300x188.jpeg 300w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/05\/AdobeStock_364906832-768x480.jpeg 768w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/05\/AdobeStock_364906832-1536x960.jpeg 1536w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/05\/AdobeStock_364906832-2048x1280.jpeg 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<p>It&#8217;s no longer about stringing together general truths to avoid offending one&#8217;s readership. Content that delivers viewpoints inevitably sparks debate, generates engagement, and serves the brand&#8217;s visibility.<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-medium-2-font-size\" id=\"h-2-creating-something-new-rather-than-reformulating-what-already-exists\">2.\u00a0\u00a0 Creating something new rather than reformulating what already exists<\/h2>\n\n\n\n<p>In the face of information overload, exacerbated by the democratization of generative AI, B2B audiences no longer value content <strong>that merely regurgitates existing materials.<\/strong><\/p>\n\n\n\n<p>They seek <strong>exclusive <\/strong>or <em>first-hand<\/em> <strong>information<\/strong>. This explains <a href=\"https:\/\/www.infopro-digital-media.fr\/en\/market-research-how-to-generate-insights-for-informed-decision-making\/\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-bleu-clair-color\">the enthusiasm for market studies<\/mark><\/a> which have become full-fledged forms of Brand Content, alongside their importance in understanding the market in which the company operates.<\/p>\n\n\n\n<p>\ud83d\udca1\u200bRead also <br><strong><a href=\"https:\/\/www.infopro-digital-media.fr\/en\/expert-interview-editorial-studies-a-powerful-awareness-tool\/\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-bleu-clair-color\">The interview with Virginie Mollet-Bauer<\/mark><\/a><\/strong>, Client Director of Studies at Infopro Digital Media.<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-medium-2-font-size\" id=\"h-3-high-audience-media-for-content-distribution\">3.\u00a0\u00a0 High-audience media for content distribution <\/h2>\n\n\n\n<p>The substance and style of content are not the only factors. The media and channels through which it is distributed play a <strong>crucial role and determine its visibility among the target audience.<\/strong><\/p>\n\n\n\n<p>According to a study<a id=\"_ednref1\" href=\"#_edn1\">[i]<\/a>, companies that distribute their content through prominent <strong>media outlets see a 50% increase in their brand awareness metrics<\/strong> (including brand lift) compared to content published solely on their websites.<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-medium-2-font-size\" id=\"h-4-original-content\">4.\u00a0\u00a0 Original content<\/h2>\n\n\n\n<p><a href=\"https:\/\/www.btob-leaders.com\/linkedin-posts-marchent-mieux\/\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-bleu-clair-color\">According to a study by the B2B LinkedIn Institute<\/mark><\/a>, 87% of B2B buyers believe that content can be both intellectually rigorous and easy to consume in its format.<\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-8 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image aligncenter size-large is-resized\"><img decoding=\"async\" src=\"https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/05\/AdobeStock_709155573-1024x683.jpeg\" alt=\"\" class=\"wp-image-11720\" width=\"335\" height=\"223\" srcset=\"https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/05\/AdobeStock_709155573-1024x683.jpeg 1024w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/05\/AdobeStock_709155573-300x200.jpeg 300w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/05\/AdobeStock_709155573-768x512.jpeg 768w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/05\/AdobeStock_709155573-1536x1024.jpeg 1536w\" sizes=\"(max-width: 335px) 100vw, 335px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p>The success of entertaining content (videos, storytelling, bold posts) can be attributed in part to a significant demographic factor: <mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-bleu-clair-color\"><a href=\"https:\/\/www.btob-leaders.com\/forrester-les-acheteurs-milleniaux-et-de-la-gen-z-sont-desormais-majoritaires\/\">64 % of B2B buyers are millennials or Generation Z.<\/a><\/mark><\/p>\n<\/div>\n<\/div>\n\n\n\n<p>They have grown up with digital technology and expect a certain level of entertainment in the content they consume daily, without compromising on the value and usefulness it provides.<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-large-font-size\" id=\"h-5-reasons-to-implement-a-brand-content-strategy-in-b2b\">5 reasons to implement a brand content strategy in B2B<\/h2>\n\n\n\n<p>A well-designed and deployed Brand Content strategy will enable you to activate <strong>multiple performance levers<\/strong> in the short term (lead generation) and the long term (brand awareness and SEO).<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-medium-2-font-size\" id=\"h-1-anchoring-your-brand-in-the-minds-of-your-target-market\">1.\u00a0\u00a0 Anchoring your brand in the minds of your target market <\/h2>\n\n\n\n<p><a href=\"https:\/\/www.infopro-digital-media.fr\/en\/leadgen-vs-branding-the-95-5-rule-or-the-aston-martin-theory\/\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-bleu-clair-color\">The 95 &#8211; 5 theory,<\/mark><\/a> validated by empirical observations from the LinkedIn B2B Institute and Ehrenberg Bass Institute, states that only 5% of your potential customers are actively searching for an immediate purchase at any given moment &#8220;M&#8221;.<\/p>\n\n\n\n<p>In essence, even if they meet all the criteria of your ideal customer profile, <strong>they likely won&#8217;t need your products until some time in the future<\/strong> (several months to years).<\/p>\n\n\n\n<div class=\"wp-block-group is-content-justification-left is-layout-constrained wp-container-9 wp-block-group-is-layout-constrained\">\n<p class=\"has-white-color has-indigo-background-color has-text-color has-background\">Transactional marketing speaks to the 5% who are in the buying phase\u2026 but Content Marketing <strong>targets the other 95%<\/strong>. The idea is to anchor your brand in their minds so that <strong>they remember you<\/strong> and thus commit them to a purchase.<\/p>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading has-medium-2-font-size\" id=\"h-2-stimulate-lead-generation\">2.\u00a0\u00a0 Stimulate lead generation <br><\/h2>\n\n\n\n<p>No lead generation strategy can perform without high-value content. Faced with the abundance of content on the web, B2B audiences have raised their expectations and will only provide their contact information when they encounter:<\/p>\n\n\n\n<ul>\n<li>If the content they have just consumed <strong>meets their expectations<\/strong> and they want to delve deeper into the topic or discuss it with you;<\/li>\n\n\n\n<li>If they want access to <strong>premium content<\/strong> available through a form, such as an ebook, a webinar (live or replay), a checklist, etc.<\/li>\n<\/ul>\n\n\n\n<p>According to <mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-bleu-clair-color\"><a href=\"https:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2022\/10\/b2b-2023-research-final.pdf\">this study<\/a><\/mark> from the Content Marketing Institute (CMI), two out of three B2B marketers claim that their content generates inquiries and leads.<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-medium-2-font-size\" id=\"h-3-improving-visibility-through-search-engine-optimization-seo\">3.\u00a0\u00a0 Improving visibility through search engine optimization (SEO)<\/h2>\n\n\n\n<p>High-quality content inspired by the interests and concerns of your audience serves as a visibility tool for your website on two levels.<\/p>\n\n\n\n<p>When published on your blog, these contents will notably allow you to:<\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-12 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"650\" height=\"400\" src=\"https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/05\/AdobeStock_659814678.jpg\" alt=\"\" class=\"wp-image-11724\" srcset=\"https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/05\/AdobeStock_659814678.jpg 650w, https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/05\/AdobeStock_659814678-300x185.jpg 300w\" sizes=\"(max-width: 650px) 100vw, 650px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<ul>\n<li>To optimize your website for strategic keywords;<\/li>\n\n\n\n<li>To extend <strong>the time visitors spend on your site<\/strong>, a positive indicator for search engines that your content is high quality;<\/li>\n\n\n\n<li>To improve your site structure through internal linking;<\/li>\n\n\n\n<li>To keep your site alive with fresh and up-to-date content is an indicator that seems to enhance SEO according to a recent study by SEMrush.<a id=\"_ednref1\" href=\"#_edn1\">[iii]<\/a>.<\/li>\n<\/ul>\n<\/div>\n<\/div>\n\n\n\n<p>When your marketing content is distributed externally, for example on high-traffic specialized media, it will allow you to:<\/p>\n\n\n\n<ul>\n<li><strong>Create high-quality backlinks,<\/strong> which search engines interpret as a form of &#8220;recommendation&#8221; for your site;\u00a0<\/li>\n\n\n\n<li><strong>Redirect a portion of qualified traffic <\/strong>from the media in question to your website.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading has-medium-2-font-size\" id=\"h-4-nurture-lead-campaigns\">4.\u00a0\u00a0 Nurture lead campaigns<\/h2>\n\n\n\n<p>Nurturing involves maintaining a regular relationship with prospects who are not yet ready to make a purchase but show varying levels of promise.<br>In B2B, where sales cycles are typically long and complex, nurturing is crucial for pipeline velocity (the speed at which qualified prospects move through the pipeline).<\/p>\n\n\n\n<p>Your content strategy will enable you to fuel nurturing <strong>on two levels:<\/strong><\/p>\n\n\n\n<ul>\n<li>Repurposing existing content to personalize it according to the prospect or segment of prospects you are targeting;<\/li>\n\n\n\n<li>Creating original and highly personalized content for a prospect or segment of prospects with high potential.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading has-medium-2-font-size\" id=\"h-5-strengthen-brand-awareness\">5.\u00a0\u00a0 Strengthen brand awareness<\/h2>\n\n\n\n<p>Brand awareness is a real <strong>business accelerator,<\/strong> since it generates trust, promotes differentiation in increasingly uniform markets and creates &#8220;social proof&#8221; for your brand.<\/p>\n\n\n\n<p>Content contributes to brand awareness in several ways:<\/p>\n\n\n\n<ul>\n<li>It demonstrates <strong>your expertise<\/strong> and know-how in your core business, particularly through in-depth blog articles, webinars, white papers and case studies;<\/li>\n\n\n\n<li>It boosts your organic visibility through SEO;<\/li>\n\n\n\n<li>It generates engagement on social networks;<\/li>\n\n\n\n<li>New content, such as market research and surveys, increases your chances of being quoted in the media spontaneously, with backlinks to your website;<\/li>\n\n\n\n<li>Summary content, such as infographics and checklists, is widely shared on LinkedIn. They convey your image and raise your profile.<\/li>\n<\/ul>\n\n\n\n<p>French decision-makers are well aware of the importance of content for business. However, they are still hampered by several obstacles, which will be the subject of the <strong>second instalment of this feature.<\/strong><\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-14 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n<\/div>\n<\/div>\n\n\n\n<p><a id=\"_edn1\" href=\"#_ednref1\">[i]<\/a> https:\/\/www.pressboardmedia.com\/magazine\/best-branded-content-stats<\/p>\n\n\n\n<p><a id=\"_edn1\" href=\"#_ednref1\">[ii]<\/a> https:\/\/marketingscience.info\/the-955-rule-is-the-new-6040-rule\/<\/p>\n\n\n\n<p><a id=\"_edn1\" href=\"#_ednref1\">[iii]<\/a> https:\/\/www.semrush.com\/goodcontent\/state-of-content-marketing\/<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Conveying the brand&#8217;s values, associating it with a positive sentiment, developing its universe and narrative&#8230; [&hellip;]<\/p>\n","protected":false},"author":26,"featured_media":11742,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[93],"tags":[196],"thematique":[100],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v19.5 (Yoast SEO v19.10) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Why implement a content strategy in B2B? - Infopro Digital Media<\/title>\n<meta name=\"description\" content=\"In Episode 1 of this feature, we explore the reasons why B2B companies are developing a Brand Content strategy.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.infopro-digital-media.fr\/en\/why-implement-a-b2b-content-strategy\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why implement a content strategy in B2B?\" \/>\n<meta property=\"og:description\" content=\"In Episode 1 of this feature, we explore the reasons why B2B companies are developing a Brand Content strategy.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.infopro-digital-media.fr\/en\/why-implement-a-b2b-content-strategy\/\" \/>\n<meta property=\"og:site_name\" content=\"Infopro Digital Media\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/fr-fr.facebook.com\/infoprodigital\/\" \/>\n<meta property=\"article:published_time\" content=\"2024-05-22T14:50:25+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-06-24T15:32:32+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/05\/Image-a-mettre-en-avant-Wordpress-16-1.png\" \/>\n\t<meta property=\"og:image:width\" content=\"500\" \/>\n\t<meta property=\"og:image:height\" content=\"500\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Sandrine Chebille\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.infopro-digital-media.fr\/en\/why-implement-a-b2b-content-strategy\/\",\"url\":\"https:\/\/www.infopro-digital-media.fr\/en\/why-implement-a-b2b-content-strategy\/\",\"name\":\"Why implement a content strategy in B2B? - Infopro Digital Media\",\"isPartOf\":{\"@id\":\"https:\/\/www.infopro-digital-media.fr\/en\/#website\"},\"datePublished\":\"2024-05-22T14:50:25+00:00\",\"dateModified\":\"2024-06-24T15:32:32+00:00\",\"author\":{\"@id\":\"https:\/\/www.infopro-digital-media.fr\/en\/#\/schema\/person\/442a65e96fe5d0bbb24aeda61e0e90bc\"},\"description\":\"In Episode 1 of this feature, we explore the reasons why B2B companies are developing a Brand Content strategy.\",\"breadcrumb\":{\"@id\":\"https:\/\/www.infopro-digital-media.fr\/en\/why-implement-a-b2b-content-strategy\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.infopro-digital-media.fr\/en\/why-implement-a-b2b-content-strategy\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.infopro-digital-media.fr\/en\/why-implement-a-b2b-content-strategy\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.infopro-digital-media.fr\/en\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Why implement a content strategy in B2B?\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.infopro-digital-media.fr\/en\/#website\",\"url\":\"https:\/\/www.infopro-digital-media.fr\/en\/\",\"name\":\"Infopro Digital Media\",\"description\":\"The leading French media brand to boost your image\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.infopro-digital-media.fr\/en\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.infopro-digital-media.fr\/en\/#\/schema\/person\/442a65e96fe5d0bbb24aeda61e0e90bc\",\"name\":\"Sandrine Chebille\",\"url\":\"https:\/\/www.infopro-digital-media.fr\/en\/author\/sandrine-chebille\/\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Why implement a content strategy in B2B? - Infopro Digital Media","description":"In Episode 1 of this feature, we explore the reasons why B2B companies are developing a Brand Content strategy.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.infopro-digital-media.fr\/en\/why-implement-a-b2b-content-strategy\/","og_locale":"en_US","og_type":"article","og_title":"Why implement a content strategy in B2B?","og_description":"In Episode 1 of this feature, we explore the reasons why B2B companies are developing a Brand Content strategy.","og_url":"https:\/\/www.infopro-digital-media.fr\/en\/why-implement-a-b2b-content-strategy\/","og_site_name":"Infopro Digital Media","article_publisher":"https:\/\/fr-fr.facebook.com\/infoprodigital\/","article_published_time":"2024-05-22T14:50:25+00:00","article_modified_time":"2024-06-24T15:32:32+00:00","og_image":[{"width":500,"height":500,"url":"https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/05\/Image-a-mettre-en-avant-Wordpress-16-1.png","type":"image\/png"}],"author":"Sandrine Chebille","twitter_card":"summary_large_image","schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/www.infopro-digital-media.fr\/en\/why-implement-a-b2b-content-strategy\/","url":"https:\/\/www.infopro-digital-media.fr\/en\/why-implement-a-b2b-content-strategy\/","name":"Why implement a content strategy in B2B? - Infopro Digital Media","isPartOf":{"@id":"https:\/\/www.infopro-digital-media.fr\/en\/#website"},"datePublished":"2024-05-22T14:50:25+00:00","dateModified":"2024-06-24T15:32:32+00:00","author":{"@id":"https:\/\/www.infopro-digital-media.fr\/en\/#\/schema\/person\/442a65e96fe5d0bbb24aeda61e0e90bc"},"description":"In Episode 1 of this feature, we explore the reasons why B2B companies are developing a Brand Content strategy.","breadcrumb":{"@id":"https:\/\/www.infopro-digital-media.fr\/en\/why-implement-a-b2b-content-strategy\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.infopro-digital-media.fr\/en\/why-implement-a-b2b-content-strategy\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/www.infopro-digital-media.fr\/en\/why-implement-a-b2b-content-strategy\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.infopro-digital-media.fr\/en\/"},{"@type":"ListItem","position":2,"name":"Why implement a content strategy in B2B?"}]},{"@type":"WebSite","@id":"https:\/\/www.infopro-digital-media.fr\/en\/#website","url":"https:\/\/www.infopro-digital-media.fr\/en\/","name":"Infopro Digital Media","description":"The leading French media brand to boost your image","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.infopro-digital-media.fr\/en\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/www.infopro-digital-media.fr\/en\/#\/schema\/person\/442a65e96fe5d0bbb24aeda61e0e90bc","name":"Sandrine Chebille","url":"https:\/\/www.infopro-digital-media.fr\/en\/author\/sandrine-chebille\/"}]}},"_links":{"self":[{"href":"https:\/\/www.infopro-digital-media.fr\/en\/wp-json\/wp\/v2\/posts\/12256"}],"collection":[{"href":"https:\/\/www.infopro-digital-media.fr\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.infopro-digital-media.fr\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.infopro-digital-media.fr\/en\/wp-json\/wp\/v2\/users\/26"}],"replies":[{"embeddable":true,"href":"https:\/\/www.infopro-digital-media.fr\/en\/wp-json\/wp\/v2\/comments?post=12256"}],"version-history":[{"count":3,"href":"https:\/\/www.infopro-digital-media.fr\/en\/wp-json\/wp\/v2\/posts\/12256\/revisions"}],"predecessor-version":[{"id":12262,"href":"https:\/\/www.infopro-digital-media.fr\/en\/wp-json\/wp\/v2\/posts\/12256\/revisions\/12262"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.infopro-digital-media.fr\/en\/wp-json\/wp\/v2\/media\/11742"}],"wp:attachment":[{"href":"https:\/\/www.infopro-digital-media.fr\/en\/wp-json\/wp\/v2\/media?parent=12256"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.infopro-digital-media.fr\/en\/wp-json\/wp\/v2\/categories?post=12256"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.infopro-digital-media.fr\/en\/wp-json\/wp\/v2\/tags?post=12256"},{"taxonomy":"thematique","embeddable":true,"href":"https:\/\/www.infopro-digital-media.fr\/en\/wp-json\/wp\/v2\/thematique?post=12256"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}