A. London is one of my very favourite cities. I’ve been there four times in total, and get to Europe around four or five times a year to speak.
Q. Why did you choose to keynote at the B2B Summit 2016?
A. Although I speak to both B2B and B2C, I love talking to B2B marketers. I grew up in the B2B world and actually think content marketing is a better approach for B2B marketers than B2C marketers.
Q. What will our delegates learn by coming to your keynote?
A. I think there are many misconceptions about what content marketing is and how a B2B enterprise should use it. I’m hoping to give a bit of insight into what success really looks like with content marketing and how companies should reevaluate their content investments.
Q. You’ll mention that change is difficult to achieve for marketers, despite the rapid rate of change of the marketing environment around them. Why do you think this is?
A. The hardest thing to do in any B2B enterprise is change a current process or company norm. It’s always been that way. That’s why content marketing is not easy for B2B organisations – it’s different. It’s not necessarily more difficult, just different.
Q. Tell us about your highly acclaimed book, Content Inc.; How will this help our audience to prepare for, or expand on, your keynote?
A. With Content Inc., I believe we’ve found a new business model where companies can build an audience first, and then launch products or services against that audience. Media companies have been doing this for years, but still most enterprises don’t understand the model. The book breaks the Content Inc. model into six relatively easy steps that organisations of any size can execute to drive success.
Q. If there’s one thing you’d like to see more of in today’s B2B marketing, what would it be?
A. Patience.
Catch Joe in the morning keynote session at 9:10am on the main stage at the B2B Summit 2016.
