Content plays an important role in post-purchase/current customer nurturing, a pillar of savvy brands’ marketing programs and a catalyst for improving the customer’s lifetime value to the business. Additionally, B2B marketers believe that content quality and content relevancy are the characteristics that drive audience engagement and differentiate their brands in crowded marketplaces. As a result, B2B marketers view quality and relevancy as the factors most important to the success of their organizations’ content programs. B2B content marketing requires a different approach, one closely aligned with the longer cycle of relationship-based sales. In addition, a company’s unique insights and expertise are the fuel for successful campaigns. By developing a comprehensive content development strategy, understanding how to harness the digital ecosystem, and diligently tracking results, B2B companies can ensure that content marketing investments directly support their business goals.