Business-to-business marketers are expanding and refining their content-marketing efforts, writes Bill Mickey, summarizing a B2B Content2Conversion conference. Sustaining a content-marketing program with multiple touch-points over the long haul is a necessary part of the tactic's success, Ardath Albee told listeners. DemandGen Report managing editor Amanda Batista advised that its survey showed 75% of respondents want marketers to focus on their product's value. "Buyers don't want to hear that you're the leading provider, they just want to hear about your value proposition," she said.

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