SPEAKER Q&A: Philip Martin, head of marketing, Amadeus

Philip Martin, head of marketing at Amadeus and speaker at our upcoming conference, reveals what he believes makes a great B2B content marketing campaign

How can marketers cut through the content avalanche?
Biggest question would be in-house or sourced content? If in-house then you will need people that can write interesting content targeted to your audiences interests. We’ve made a big effort to ensure we tackle the things we have expertise in and focussing on customer’s challenges. From it we have been able to create our own niche. We outsource for forecasting by drawing on experts opinion as it helps raise discussion points and also as a strategic reference point. Main thing is to stick to a game plan and your area of expertise, build your niche!

What’s your number one tip to create good content?