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Jesse Noyes is Senior Director for Content Marketing at Kapost, and is widely considered one of the leading thinkers in today’s world of B2B content marketing. Previously with Eloqua, Jesse’s “All about Revenue” blog became a B2B household name.Recently, Jesse was a guest on Leadspace Radio, where he offered some invaluable guidance and insights on successful content marketing.  What follows are a few salient condensed excerpts. For the entire interview, visit Leadspace Radio.LSR: Let’s start by defining content marketing The term is broadly used, but perhaps too broadly applied. JN: Content marketing is… really about informing the audience about things they need to know to be better at their jobs, better at their careers, better prepared to compete in their marketplace. Materials or assets that are going to be independently valuable to my intended audience. My intended audience might be future buyers of my product or service, current buyers of my product or service, or just my market in general.LSR: What’s trending in content marketing today?JN: I think it is really this visual momentum. Content that is highly engaging to the eye, that is more visually stimulating, that strives to use design foremost, and have the text kind of support and emphasize that design or user experience. I think that’s probably where a lot of content marketing is heading.We as humans have always been stimulated by what we see in the world. So it makes complete sense that we would try to make our marketing more visually pleasing, more visually interesting.A lot of the channels are adjusting their algorithms to show more emphasis towards visual content. Facebook, Twitter, Instagram, Pinterest, even things like Snap Shot—it’s really around the visual. It’s around the image, it’s around the video. They are surfacing more of that kind of content, so content marketers are trying to make that adjustment.Another hot trend is strategic: how they are organizing content operations within the organization, rather than simply just doing more content marketing.LSR: Can you elaborate on that?JN: It’s not enough for us to just put more content out there, or try to match the volume our competitors are putting out there. We need to have a strategy for how we are going to meet specific goals. How this content is going to actually move buyers through pipeline, and how we are going to measure that and then analyze that, and benchmark ourselves against prior performance.LSR: As a marketer, how do you change the mindset of a company, in terms of moving from product marketing to content marketing?JN: I think one of the easiest ways is to simply say, “Hey boss, when was the last time that you went and downloaded a brochure?” And then, “When was the last time you looked for something that was more about your market, or the problem you are trying to address at a higher level?”Probably 90% of the time that answer is they look for independently valuable content that starts to address or at least helps them frame questions about their problem. So if you can get them in that mindset, you can then say, “Well, that’s what we need to do. We need to create content that’s buyer-centric rather than product-centric. We need to frame our content in a way that it addresses the concerns and questions people have at the very high level. That way we can eventually pull them into the product-centric collateral.”CLICK HERE to see the full Leadspace Radio lineup and hear from some of the best and brightest in sales and marketing. 

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