Is Content the New Creative for B2B Marketing?

NEW YORK, April 28, 2011 /PRNewswire/ -- A revolution is brewing in the world of business-to-business marketing. Lack of differentiation, fragmented media, complex regulation and brutal competition have turned decision making into a Rubik's Cube for corporate buyers of B2B products and services. As a result, they are hungrier than ever for relevant information in making purchasing decisions.

"In an increasingly complex environment, content is becoming the lifeline that B2B marketers need to break through the clutter and make meaningful connections with customers and prospects," says Howard Breindel, Partner and Co-Founder of corporate branding and marketing firm DeSantis Breindel. The agency recently examined the increasingly important role content marketing is playing in business marketing in a new whitepaper, B2B Marketing: Why Content is the New Creative.

The whitepaper suggests that to differentiate themselves in the morass, B2B marketers need to deliver valuable, relevant information in compelling, engaging, and even entertaining communications, all designed to make prospects smarter decision-makers in the buying process.

"A year from now, all the effective B2B marketers will be adding content creation and distribution to maximize the impact of traditional marketing tactics and open a dialogue with prospects," said Dru DeSantis, Co-Founder and Partner of DeSantis Breindel. "For smart business marketers who get into the game now, there is definitely an opportunity to win intellectual shelf space and a place in the consideration set of the right decision makers."

Read the full whitepaper here: www.desantisbreindel.com/whitepapers/content-the-new-creative-desantis-breindel.pdf.

About DeSantis Breindel

DeSantis Breindel is a corporate branding and marketing communications firm. The firm partners with organizations undergoing transformational events to define their brands, craft their key messages, develop innovative marketing strategies and communicate through design with clarity and impact across all media. Clients include the Royal Bank of Scotland, Logitech, Kaman, CIT, JPMorgan, AES, Capital IQ, EisnerAmper, RREEF, Robert Wood Johnson Foundation, Epoch Investment Partners, Stephens, Conning, Bond Dealers of America, OMG Center for Collaborative Learning, and American Bankers Association. To learn more go to www.desantisbreindel.com.

Contact:
Julie Burstein
917-210-0242

SOURCE DeSantis Breindel