10 minutes with: Kirsten Watson of Kinaxis Inc.
Author: Christine Birkner
Christine Birkner is a staff writer for Marketing News. She can be reached at email@example.com.
SummaryIf you’re marketing a complex product—a highly technical B-to-B offering, say—you need to invest considerable effort into customer education. To communicate your brand attributes and your value to your end user, you need to develop a thorough content marketing strategy that gets your messages across accurately and succinctly.
Kinaxis Inc., an Ottawa, Ontario-based supply chain management company, has built a wide portfolio of content including blogs, white papers and a video channel that hinges on specific keywords to drive traffic to its website and reel in qualified leads. The company’s efforts have been recognized by the Content Marketing Institute for their integrated approach.
Marketing News recently caught up with Kirsten Watson, vice president of corporate marketing at Kinaxis, to discuss how the company’s content strategy was built and to get her advice for B-to-B marketers who need to create engaging content that resonates with their customers.
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