Content marketing is a pretty broad term for just about everything your company produces that isn't the actual products or services you sell but still of interest to your target market. It can be highly technical and specific to your products, like how-to videos; more wide-ranging about trends in your industry, like a blog or whitepaper; or just something fun, like a kooky social media video. All that matters is that it's interesting to your target market and helps build a good perception.
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The B2B Marketing Alliance came onto the scene in January 2021 with a mission of disrupting the B2B space, and creating (brace yourself marketers) that semi-mythical “single source of truth” we all desire.