James Carbary

Founder at Sweet Fish Media

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What is Content Activation?

James Carbary

Founder at Sweet Fish Media

Full Profile »

B2B Growth is a daily podcast dedicated to helping B2B marketing leaders achieve explosive growth. Each episode features an interview with a B2B marketing executive or thought leader, discussing topics like: B2B marketing strategy, account-based marketing (ABM), content marketing, marketing technology (MarTech), B2B strategic partnerships, aligning marketing with sales, social media, content creation and promotion, leadership, buyer personas, agile marketing, and more.

Sales and marketing departments for B2B companies are spending $5.2 billion a year on creating and delivering content.

Shockingly, only 30% of that content is actually being used.

Content waste is costing companies, so how can marketers start producing content that both salespeople and customers can actually put to use?

The short answer: Content activation.

In this episode, Louis Jonckheere, Co-Founder and Co-CEO of Showpad, explains what content activation is and how to make it work for you.

You can find this interview, and many more, by subscribing to the B2B Growth Show on iTunes. If you don’t use iTunes, you can listen to every episode by clicking here.

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