"Although content marketing is a widespread practice across industries and company sizes, B2B marketers recognize the need to improve the effectiveness of their efforts," Roy Young notes in a recent MarketingProfs article. Young offers key insights for B2B marketers from the new MarketingProfs report, What Works in 2011: Content Marketing, on how to create relevant content and how to use that content for greater sales impact. A few of his tips focus on in-house initiatives that could help boost the quality of your content—and your ROI.

Young suggests you look inward:

Identify fertile sources of content in-house. "Step out of the Marketing silo" to search for experts throughout your organization who have clear voices and can offer real B2B insights, he advises. Two possible rich talent environments: product development and product management.

Work to get buy-in from senior management. "It is easy for staff to say 'it's not my job,' but if they receive recognition from senior management for their thought leadership and communications that connect with the target audience, those who are right for it will gladly make time to produce," he explains.

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