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Good, Better, Best: How to choose the right B2B digital strategy

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Good, Better, Best: How to choose the right B2B digital strategy

Don’t be left behind. Digital marketing is here to stay.

As you develop your company's approach to business growth, one of your top priorities will be to select an effective digital strategy. Digital innovation has dropped the cost of content publishing to essentially zero. At the same time, digital execution has become far more technically complex than the traditional processes it has largely replaced.

Understanding Business-to-Business Digital Strategy

This has left many companies confused about how to approach their own digital strategy, especially in the business-to-business sector. One thing is for sure: In an age where you can add content to your website, publish blog articles, create infographics and produce videos instantly and disseminate them widely, it is essential that you commit to a digital strategy that will effectively engage your target audiences.

Three distinct approaches to digital strategy have emerged, and it is important to understand the distinctions and advantages of each before choosing one. The three approaches are:

1. Content Marketing
2. Inbound Marketing
3. Integrated Inbound

Content Marketing: Communicating Across Channels and Audiences

Content marketing focuses on developing high-quality content across a wide variety of platforms and channels, including both digital and non-digital formats. Content marketing's horizons are wide, as its focus is on building many aspects of the business...from lead generation to customer relationship engagement, and from brand development and reputation building to employee communications and talent outreach. 

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Doug Wendt
Doug Wendt
Contributor
Doug is the President & CEO of Wendt Partners, a business-to-business growth strategy consulting firm serving the CEOs of growth-stage and middle-market companies. The firm, with offices in New York, NY and Washington, DC, focuses on driving results in sales, marketing, strategy and leadership. Doug is an avid writer and blogger, and is the author of Brand-Driven Leadership: Ten Essential Strategies for Business Growth.

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