This 3+ minute program is extracted from a more lengthy interview.  Hear the full program here: 
Secrets to effective, high performing B2B content
Shannon Dougall, Vice President of Marketing at Uberflip is Matt's guest in this episode.  
What are you seeing in the field and trends?
Seeing overall that B2B marketers believe that content is more important than ever. 84% of B2B marketers are looking to increase their investment in content this year. 55% of marketing budgets are spent in content investment. But they are saying their content is under-performing. Why? Possible answers are:
Their content isn't very good.
The experience surrounding the content isn't performing.
OR they are not able to see the results to properly measure the success.
For content to be successful, it definitely needs to be engaging... it needs to be insightful, relevant and something other than what the "other guys" are producing. The content has to be action-oriented. You have to have a piece of content you expect something to happen at the end. This should be common sense, but it is often forgotten in the rush to meet the content quota and flood the venues.
Get an actionable list of insights from Shannon from the full episode. Listen now.
About our guest:
Shannon Dougall has been called, “a marketer of the future.” She is an adventurer, scientist, and artist in the field of marketing. She had been compared to a Swiss Army Knife, using her experiences and learnings towards an all-in-one type of demand generation and customer acquisition that includes storytelling, blogging, lifecycle marketing, digital marketing, SEO, paid advertising, email marketing, social media marketing, positioning, pre-product/product marketing, app store marketing, content marketing, growth hacking, and analytics just to name a few. Shannon’s true north is to help business’ transform to realize their true potential.
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Matt Heinz is the host of Sales Pipeline Radio on the Funnel Radio Channel.   See who you know hosting a program on the Funnel Radio Channel.