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Why Write If Your Customers Don't Read?

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How to create B2B branded content that stands out 

With our clients, ranging from finance and professional services firms like Deloitte and UBS to consumer and social impact work for Google and universities, we’ve seen a fundamental shift in the need for digital content, not only to combat new formats and phenomenons like webinar fatigue but also to create fresh content that humanises B2B marketing.  We’ve especially seen an increase in conversations around the place of the written word and whether or not longer-form content still has a place in our strategies.  

With this in mind, we organised an interactive online panel event that posed the question - how should marketers approach B2B marketing in today’s crowded content marketplace?

Joining us, we had expert panellists alongside our CEO and Founder, Stefano Marrone, who discussed their experiences with B2B marketing and how they’ve overcome some of their recent challenges.

Hayley Selby is a content strategy professional with over 15 years of senior-level experience in consumer and business-facing international brands.  With both client and agency side experience in the sectors of music and entertainment, retail, technology and travel, and most recently in market intelligence, Hayley has led high-performance content teams, merging her passion for technology and creativity. Working for leading brands such as Universal Music, The Virgin Group, Ann Summers, and GfK, Hayley knows about building content that brings value and builds trust.

Arlette Lee is the Director of Digital and Head of Marketing at Aravis Capital. She is responsible for all digital media and marketing communications working closely with the sales team. Before joining Aravis, Arlette spent ten years in client services for Cantillon Capital Management and Lazard Asset Management. Arlette was a finalist for Marketing Leader of the Year in the Investment Week Marketing & Innovation Awards 2021.  Arlette graduated from Nottingham Trent University with a BA (Hons) in European Business & German.

Read our full event write up here or watch the highlights below! 

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