Content Creation and Extension Strategies
to Drive B2B Marketing Growth
by Thomas Bain
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What you'll discover
when watching Thomas's story
- Effective content strategies acknowledge that customers often require multiple exposures to content before making purchasing decisions.
- Putting yourself in the mindset of the customer is the best way to start scaling your content strategy in a way that’s smart and efficient.
- AI tools are powerful, but they can't entirely replace human expertise due to the need for contextual understanding and critical thinking.
- Recognize the challenging yet rewarding role of a marketing leader, for they act as a bridge between various teams while being responsible for many other business aspects, too.
- Marketers must continue to acquire diverse skills, experiment with strategies, and seek insights from various sources to stay adaptable in marketing.
- Having a career coach to guide one's marketing journey ensures valuable personal and professional development insights.
- Content marketing teams must explore the idea of ‘content extension,’ which means that one piece of content can be converted into other forms of content, too.
Meet Thomas Bain - Chief Marketing Officer @ VulnCheck
Thomas Bain is the Chief Marketing Officer (CMO) at VulnCheck, a leading cybersecurity company that helps organizations outpace cyber adversaries with vulnerability intelligence in real time.
Thomas is an experienced B2B cybersecurity marketing leader. He brings his expertise in strategic messaging, product and partner marketing, and investor and public relations to his CMO role at VulnCheck.
Moreover, he is responsible for driving enterprise capabilities and overseeing the company’s content strategy.
Thomas is certainly passionate about his work in marketing and cybersecurity. That’s why he regularly blogs about such topics and speaks at many industry-related events.
For Thomas Bain, all his works and efforts can be summed up in his statement, “Have a vision. Tell the story. Drive value.”
Check out Thomas Bain's thoughts on content marketing
When it comes to creating engagement using marketing, Guest name shares:
"This is at the epicentre of marketing. There is no cookie cutter way to create engagement, it is trial and error. Great marketers fail a lot. We A/B test even the greatest campaign because it can be the smallest thing that drives that extra 1%."
He also shares about how to keep your brand fresh over time:
"Be relevant to the consumer at all times. If you understand what the consumer needs you'll always appear fresh. When you communicate a message that is targeted and relevant you'll get an engaged consumer that identifies with your brand."
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