Finding the "cool" element for B2B content marketing

05/8/2013 | eConsultancy.com

How can more stodgy B2B brands engage potential customers with content marketing? SmartSign looked at all the businesses using asset tags for its subsidiary MyAssetTag and concentrated on the ski and bike rental sector, building a campaign that was intentionally broader than the target customer. It built a site for registering bikes for a free asset tag, inspiring influencers to blog about the company and creating a sustainable marketing model.

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