{"id":36355,"date":"2011-05-23T14:05:21","date_gmt":"2011-05-23T14:05:21","guid":{"rendered":"https:\/\/www.spotonvision.com\/content-marketing-essentieel-in-b2b-marketing\/"},"modified":"2024-03-15T09:53:48","modified_gmt":"2024-03-15T09:53:48","slug":"content-marketing-essentieel-in-b2b-marketing","status":"publish","type":"post","link":"https:\/\/www.spotonvision.com\/nl\/content-marketing-essentieel-in-b2b-marketing\/","title":{"rendered":"Contentmarketing essentieel in B2B marketing"},"content":{"rendered":"    <style>\n\n                .dw_single_header_block_wrapper_16aeb59f6be74b {\n            padding-top: 0;\n        }\n\n        \n                .dw_single_header_block_wrapper_16aeb59f6be74b {\n            padding-bottom: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_single_header_block_wrapper_16aeb59f6be74b {\n                padding-bottom: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_single_header_block_wrapper_16aeb59f6be74b {\n                padding-bottom: 30px;\n            }\n        }\n\n        \n\n    <\/style>\n\t\n    \n    <div class=\"dw_single_header_block_wrapper_16aeb59f6be74b\">\n        <div class=\"dw_single_header_block_background\" style=\"background-color: #FFF8F7\">\n            <div class=\"container center dw_single_header_block_container\">\n                <div class=\"dw_single_header_block_columns\">\n                    <div class=\"dw_single_header_block_column left\">\n                        <div class=\"dw_single_header_block_breadcrumb\"><div class=\"breadcrumbs\"><\/div><\/div>\n                        <div class=\"dw_single_header_block_content title\"><h1>Contentmarketing essentieel in B2B marketing<\/h1><\/div>\n                                                                    <\/div>\n                                        <div class=\"dw_single_header_block_column right\">\n                        <div class=\"dw_single_header_block_image\">\n                            <img decoding=\"async\" src=\"https:\/\/www.spotonvision.com\/wp-content\/uploads\/2024\/03\/My-Post-15-892x373.jpg\" alt=\"\" \/>\n                        <\/div>\n                    <\/div>\n                                                    <\/div>\n            <\/div>\n        <\/div>\n                <div class=\"container center dw_single_header_block_author\">\n            <a href=\"https:\/\/www.spotonvision.com\/nl\/author\/ingrid\/\" class=\"dw_single_header_block_author_avatar\">\n                <img decoding=\"async\" src=\"https:\/\/secure.gravatar.com\/avatar\/66e7bdd985c96541a95d59aaa415ce2ebbdafdfe81d0526e9674812c32859200?s=96&#038;d=mm&#038;r=g\" alt=\"\"\/>\n            <\/a>\n            <a href=\"https:\/\/www.spotonvision.com\/nl\/author\/ingrid\/\" class=\"dw_single_header_block_author_date dw_font_firasans s16 w500 h16\">\n                Ingrid Archer &#8211; Published:&nbsp;May 23, 2011            <\/a>\n        <\/div>\n            <\/div>\n\n\n\n<div class=\"wp-block-columns are-vertically-aligned-top is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"wp-block-paragraph\">\u201c<a href=\"https:\/\/www.spotonvision.com\/strategie\/contentstrategie\/\">Contentmarketing<\/a> is de enige optie voor goede business-to-business marketing\u201d.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dat stelt Ingrid Archer &nbsp;in haar presentatie tijdens het <a href=\"http:\/\/www.b2bmarketingforum.nl\/\">B2B Marketing Forum<\/a> dat onlangs plaatsvond.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Als mede-oprichtster van SPOTONVISION heeft Ingrid het forum voor het tweede jaar mede-georganiseerd, en is zij dagelijks bezig met het adviseren van B2B marketeers.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Volgens Ingrid is de rol van content in B2B marketing steeds belangrijker geworden. Alle informatie over bedrijven kan tegenwoordig online gevonden worden. 90 % van de informatiewinning door de B2B koper gaat via het internet. Brochures hebben hun waarde daarom verloren.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-hoe-maak-je-content\"><strong>Hoe \u2018maak\u2019 je content?<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cConcentreer je als B2B marketeer op dingen die er echt toe doen. Op wat van waarde is voor de klant\u201d, tipt Ingrid. \u201cSchrijf bijvoorbeeld een goed artikel dat te maken heeft met inzicht en visie van jouw bedrijf. Of plaats een video op de website waarin een klant zijn verhaal doet. Zorg verder dat je op meer plekken dan alleen je eigen website te vinden bent\u201d.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Om waardevolle content te ontwikkelen geeft Ingrid aan dat je niet steeds iets nieuws hoeft te verzinnen. Je kunt bestaande content recyclen. \u201cEn gebruik voor het ontwikkelen van content vooral ook de mensen die je al in huis hebt. Mensen van product development kunnen bijvoorbeeld ook vanuit een ander perspectief waardevolle input geven\u201d.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-veelgemaakte-fouten-in-b2b-marketing\"><strong>Veelgemaakte fouten in B2B marketing<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Ingrid ziet ook dat bedrijven fouten maken in hun B2B marketingstrategie. Sommige bedrijven ontwikkelen bijvoorbeeld content, maar vergeten het te promoten. Ze hebben een whitepaper in de kast liggen, maar hebben er niet over nagedacht wat er daarna mee moet gebeuren. Daarbij is social media erg belangrijk voor het verspreiden van nieuws en het aangaan van een dialoog. Maar veel bedrijven willen daar niets mee doen. De corporate communicatie afdeling verbiedt het gebruik van twitter als marketingmiddel zelfs wel eens.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-passie-voor-content-marketing-tijdens-het-b2b-marketing-forum\"><strong>Passie voor content marketing tijdens het B2B Marketing Forum<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Deze facts en meer over content marketing zijn ruim onder de aandacht gesteld en bediscussieerd tijdens het B2B Marketing Forum. Het congres is speciaal georganiseerd voor de B2B marketeer. \u201cDat is echt uniek\u201d, geeft Ingrid aan, omdat er vooral veel voor de B2C marketingwereld wordt ge\u00efnitieerd. Ingrid merkt ook op dat de mensen die hier komen een ongelofelijke passie voor hun vak hebben. En ze kan het hen niet vaak genoeg benadrukken; \u201cB2B marketeers, leg de focus op content marketing\u201d.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Bekijk het interview met Ingrid Archer tijdens het B2B Marketing Forum <a href=\"http:\/\/youtu.be\/S58eCBK-6_s\">hier<\/a>.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Content marketing wordt heel belangrijk in B2B Marketing\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/S58eCBK-6_s?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>\u201cContent marketing is de enige optie voor goede business-to-business marketing\u201d. Dat stelt Ingrid Archer in een interview en in haar presentatie tijdens het B2B Marketing Forum dat onlangs plaatsvond.<\/p>\n","protected":false},"author":12,"featured_media":40188,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[80],"tags":[],"class_list":["post-36355","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-contentmarketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.8 (Yoast SEO v28.8) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Content marketing essentieel in B2B marketing | SPOTONVISION<\/title>\n<meta name=\"description\" content=\"Alle informatie over bedrijven kan tegenwoordig online gevonden worden. 90 % van de informatiewinning door de B2B koper gaat via het internet.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.spotonvision.com\/nl\/content-marketing-essentieel-in-b2b-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"nl_NL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Contentmarketing essentieel in B2B marketing\" \/>\n<meta property=\"og:description\" content=\"Alle informatie over bedrijven kan tegenwoordig online gevonden worden. 90 % van de informatiewinning door de B2B koper gaat via het internet.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.spotonvision.com\/nl\/content-marketing-essentieel-in-b2b-marketing\/\" \/>\n<meta property=\"og:site_name\" content=\"SPOTONVISION\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/SPOTONVISION.B2B\" \/>\n<meta property=\"article:published_time\" content=\"2011-05-23T14:05:21+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-03-15T09:53:48+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.spotonvision.com\/wp-content\/uploads\/2024\/03\/My-Post-15.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"980\" \/>\n\t<meta property=\"og:image:height\" content=\"410\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Ingrid Archer\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@SPOTONVISION\" \/>\n<meta name=\"twitter:site\" content=\"@SPOTONVISION\" \/>\n<meta name=\"twitter:label1\" content=\"Geschreven door\" \/>\n\t<meta name=\"twitter:data1\" content=\"Ingrid Archer\" \/>\n\t<meta name=\"twitter:label2\" content=\"Geschatte leestijd\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minuten\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.spotonvision.com\\\/nl\\\/content-marketing-essentieel-in-b2b-marketing\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.spotonvision.com\\\/nl\\\/content-marketing-essentieel-in-b2b-marketing\\\/\"},\"author\":{\"name\":\"Ingrid Archer\",\"@id\":\"https:\\\/\\\/www.spotonvision.com\\\/nl\\\/#\\\/schema\\\/person\\\/febcbcf151d9b3445c10dc9bf5ee2510\"},\"headline\":\"Contentmarketing essentieel in B2B marketing\",\"datePublished\":\"2011-05-23T14:05:21+00:00\",\"dateModified\":\"2024-03-15T09:53:48+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.spotonvision.com\\\/nl\\\/content-marketing-essentieel-in-b2b-marketing\\\/\"},\"wordCount\":426,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/www.spotonvision.com\\\/nl\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.spotonvision.com\\\/nl\\\/content-marketing-essentieel-in-b2b-marketing\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.spotonvision.com\\\/wp-content\\\/uploads\\\/2024\\\/03\\\/My-Post-15.jpg\",\"articleSection\":[\"Contentmarketing\"],\"inLanguage\":\"nl-NL\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.spotonvision.com\\\/nl\\\/content-marketing-essentieel-in-b2b-marketing\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.spotonvision.com\\\/nl\\\/content-marketing-essentieel-in-b2b-marketing\\\/\",\"url\":\"https:\\\/\\\/www.spotonvision.com\\\/nl\\\/content-marketing-essentieel-in-b2b-marketing\\\/\",\"name\":\"Content marketing essentieel in B2B marketing | SPOTONVISION\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.spotonvision.com\\\/nl\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.spotonvision.com\\\/nl\\\/content-marketing-essentieel-in-b2b-marketing\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.spotonvision.com\\\/nl\\\/content-marketing-essentieel-in-b2b-marketing\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.spotonvision.com\\\/wp-content\\\/uploads\\\/2024\\\/03\\\/My-Post-15.jpg\",\"datePublished\":\"2011-05-23T14:05:21+00:00\",\"dateModified\":\"2024-03-15T09:53:48+00:00\",\"description\":\"Alle informatie over bedrijven kan tegenwoordig online gevonden worden. 90 % van de informatiewinning door de B2B koper gaat via het internet.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/www.spotonvision.com\\\/nl\\\/content-marketing-essentieel-in-b2b-marketing\\\/#breadcrumb\"},\"inLanguage\":\"nl-NL\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/www.spotonvision.com\\\/nl\\\/content-marketing-essentieel-in-b2b-marketing\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"nl-NL\",\"@id\":\"https:\\\/\\\/www.spotonvision.com\\\/nl\\\/content-marketing-essentieel-in-b2b-marketing\\\/#primaryimage\",\"url\":\"https:\\\/\\\/www.spotonvision.com\\\/wp-content\\\/uploads\\\/2024\\\/03\\\/My-Post-15.jpg\",\"contentUrl\":\"https:\\\/\\\/www.spotonvision.com\\\/wp-content\\\/uploads\\\/2024\\\/03\\\/My-Post-15.jpg\",\"width\":980,\"height\":410,\"caption\":\"Content marketing essentieel in B2B marketing\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/www.spotonvision.com\\\/nl\\\/content-marketing-essentieel-in-b2b-marketing\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/www.spotonvision.com\\\/nl\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Contentmarketing essentieel in B2B marketing\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/www.spotonvision.com\\\/nl\\\/#website\",\"url\":\"https:\\\/\\\/www.spotonvision.com\\\/nl\\\/\",\"name\":\"spotonvision.com\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\\\/\\\/www.spotonvision.com\\\/nl\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/www.spotonvision.com\\\/nl\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"nl-NL\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/www.spotonvision.com\\\/nl\\\/#organization\",\"name\":\"SPOTONVISION\",\"url\":\"https:\\\/\\\/www.spotonvision.com\\\/nl\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"nl-NL\",\"@id\":\"https:\\\/\\\/www.spotonvision.com\\\/nl\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/www.spotonvision.com\\\/wp-content\\\/uploads\\\/2024\\\/04\\\/Logo-SoV-70_Tint-Blue.png\",\"contentUrl\":\"https:\\\/\\\/www.spotonvision.com\\\/wp-content\\\/uploads\\\/2024\\\/04\\\/Logo-SoV-70_Tint-Blue.png\",\"width\":980,\"height\":410,\"caption\":\"SPOTONVISION\"},\"image\":{\"@id\":\"https:\\\/\\\/www.spotonvision.com\\\/nl\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/www.facebook.com\\\/SPOTONVISION.B2B\",\"https:\\\/\\\/x.com\\\/SPOTONVISION\",\"https:\\\/\\\/www.linkedin.com\\\/company\\\/spotonvision\\\/\"]},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/www.spotonvision.com\\\/nl\\\/#\\\/schema\\\/person\\\/febcbcf151d9b3445c10dc9bf5ee2510\",\"name\":\"Ingrid Archer\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"nl-NL\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/66e7bdd985c96541a95d59aaa415ce2ebbdafdfe81d0526e9674812c32859200?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/66e7bdd985c96541a95d59aaa415ce2ebbdafdfe81d0526e9674812c32859200?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/66e7bdd985c96541a95d59aaa415ce2ebbdafdfe81d0526e9674812c32859200?s=96&d=mm&r=g\",\"caption\":\"Ingrid Archer\"},\"description\":\"Ingrid Archer is a co-founder of SPOTONVISION and the B2B Marketing Forum. As a marketing and communication professional, she has over 20 years of experience in B2B. Ingrid initiated successful campaigns in various sectors and is an expert in buyer personas, customer journeys, account-based marketing and buyer enablement in B2B. She'll be happy to help you with your latest marketing innovations.\",\"sameAs\":[\"https:\\\/\\\/www.linkedin.com\\\/in\\\/ingridarcher\\\/\"],\"url\":\"https:\\\/\\\/www.spotonvision.com\\\/nl\\\/author\\\/ingrid\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Content marketing essentieel in B2B marketing | SPOTONVISION","description":"Alle informatie over bedrijven kan tegenwoordig online gevonden worden. 90 % van de informatiewinning door de B2B koper gaat via het internet.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.spotonvision.com\/nl\/content-marketing-essentieel-in-b2b-marketing\/","og_locale":"nl_NL","og_type":"article","og_title":"Contentmarketing essentieel in B2B marketing","og_description":"Alle informatie over bedrijven kan tegenwoordig online gevonden worden. 90 % van de informatiewinning door de B2B koper gaat via het internet.","og_url":"https:\/\/www.spotonvision.com\/nl\/content-marketing-essentieel-in-b2b-marketing\/","og_site_name":"SPOTONVISION","article_publisher":"https:\/\/www.facebook.com\/SPOTONVISION.B2B","article_published_time":"2011-05-23T14:05:21+00:00","article_modified_time":"2024-03-15T09:53:48+00:00","og_image":[{"width":980,"height":410,"url":"https:\/\/www.spotonvision.com\/wp-content\/uploads\/2024\/03\/My-Post-15.jpg","type":"image\/jpeg"}],"author":"Ingrid Archer","twitter_card":"summary_large_image","twitter_creator":"@SPOTONVISION","twitter_site":"@SPOTONVISION","twitter_misc":{"Geschreven door":"Ingrid Archer","Geschatte leestijd":"2 minuten"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.spotonvision.com\/nl\/content-marketing-essentieel-in-b2b-marketing\/#article","isPartOf":{"@id":"https:\/\/www.spotonvision.com\/nl\/content-marketing-essentieel-in-b2b-marketing\/"},"author":{"name":"Ingrid Archer","@id":"https:\/\/www.spotonvision.com\/nl\/#\/schema\/person\/febcbcf151d9b3445c10dc9bf5ee2510"},"headline":"Contentmarketing essentieel in B2B marketing","datePublished":"2011-05-23T14:05:21+00:00","dateModified":"2024-03-15T09:53:48+00:00","mainEntityOfPage":{"@id":"https:\/\/www.spotonvision.com\/nl\/content-marketing-essentieel-in-b2b-marketing\/"},"wordCount":426,"commentCount":0,"publisher":{"@id":"https:\/\/www.spotonvision.com\/nl\/#organization"},"image":{"@id":"https:\/\/www.spotonvision.com\/nl\/content-marketing-essentieel-in-b2b-marketing\/#primaryimage"},"thumbnailUrl":"https:\/\/www.spotonvision.com\/wp-content\/uploads\/2024\/03\/My-Post-15.jpg","articleSection":["Contentmarketing"],"inLanguage":"nl-NL","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.spotonvision.com\/nl\/content-marketing-essentieel-in-b2b-marketing\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/www.spotonvision.com\/nl\/content-marketing-essentieel-in-b2b-marketing\/","url":"https:\/\/www.spotonvision.com\/nl\/content-marketing-essentieel-in-b2b-marketing\/","name":"Content marketing essentieel in B2B marketing | SPOTONVISION","isPartOf":{"@id":"https:\/\/www.spotonvision.com\/nl\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.spotonvision.com\/nl\/content-marketing-essentieel-in-b2b-marketing\/#primaryimage"},"image":{"@id":"https:\/\/www.spotonvision.com\/nl\/content-marketing-essentieel-in-b2b-marketing\/#primaryimage"},"thumbnailUrl":"https:\/\/www.spotonvision.com\/wp-content\/uploads\/2024\/03\/My-Post-15.jpg","datePublished":"2011-05-23T14:05:21+00:00","dateModified":"2024-03-15T09:53:48+00:00","description":"Alle informatie over bedrijven kan tegenwoordig online gevonden worden. 90 % van de informatiewinning door de B2B koper gaat via het internet.","breadcrumb":{"@id":"https:\/\/www.spotonvision.com\/nl\/content-marketing-essentieel-in-b2b-marketing\/#breadcrumb"},"inLanguage":"nl-NL","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.spotonvision.com\/nl\/content-marketing-essentieel-in-b2b-marketing\/"]}]},{"@type":"ImageObject","inLanguage":"nl-NL","@id":"https:\/\/www.spotonvision.com\/nl\/content-marketing-essentieel-in-b2b-marketing\/#primaryimage","url":"https:\/\/www.spotonvision.com\/wp-content\/uploads\/2024\/03\/My-Post-15.jpg","contentUrl":"https:\/\/www.spotonvision.com\/wp-content\/uploads\/2024\/03\/My-Post-15.jpg","width":980,"height":410,"caption":"Content marketing essentieel in B2B marketing"},{"@type":"BreadcrumbList","@id":"https:\/\/www.spotonvision.com\/nl\/content-marketing-essentieel-in-b2b-marketing\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.spotonvision.com\/nl\/"},{"@type":"ListItem","position":2,"name":"Contentmarketing essentieel in B2B marketing"}]},{"@type":"WebSite","@id":"https:\/\/www.spotonvision.com\/nl\/#website","url":"https:\/\/www.spotonvision.com\/nl\/","name":"spotonvision.com","description":"","publisher":{"@id":"https:\/\/www.spotonvision.com\/nl\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.spotonvision.com\/nl\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"nl-NL"},{"@type":"Organization","@id":"https:\/\/www.spotonvision.com\/nl\/#organization","name":"SPOTONVISION","url":"https:\/\/www.spotonvision.com\/nl\/","logo":{"@type":"ImageObject","inLanguage":"nl-NL","@id":"https:\/\/www.spotonvision.com\/nl\/#\/schema\/logo\/image\/","url":"https:\/\/www.spotonvision.com\/wp-content\/uploads\/2024\/04\/Logo-SoV-70_Tint-Blue.png","contentUrl":"https:\/\/www.spotonvision.com\/wp-content\/uploads\/2024\/04\/Logo-SoV-70_Tint-Blue.png","width":980,"height":410,"caption":"SPOTONVISION"},"image":{"@id":"https:\/\/www.spotonvision.com\/nl\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/SPOTONVISION.B2B","https:\/\/x.com\/SPOTONVISION","https:\/\/www.linkedin.com\/company\/spotonvision\/"]},{"@type":"Person","@id":"https:\/\/www.spotonvision.com\/nl\/#\/schema\/person\/febcbcf151d9b3445c10dc9bf5ee2510","name":"Ingrid Archer","image":{"@type":"ImageObject","inLanguage":"nl-NL","@id":"https:\/\/secure.gravatar.com\/avatar\/66e7bdd985c96541a95d59aaa415ce2ebbdafdfe81d0526e9674812c32859200?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/66e7bdd985c96541a95d59aaa415ce2ebbdafdfe81d0526e9674812c32859200?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/66e7bdd985c96541a95d59aaa415ce2ebbdafdfe81d0526e9674812c32859200?s=96&d=mm&r=g","caption":"Ingrid Archer"},"description":"Ingrid Archer is a co-founder of SPOTONVISION and the B2B Marketing Forum. As a marketing and communication professional, she has over 20 years of experience in B2B. Ingrid initiated successful campaigns in various sectors and is an expert in buyer personas, customer journeys, account-based marketing and buyer enablement in B2B. She'll be happy to help you with your latest marketing innovations.","sameAs":["https:\/\/www.linkedin.com\/in\/ingridarcher\/"],"url":"https:\/\/www.spotonvision.com\/nl\/author\/ingrid\/"}]}},"_links":{"self":[{"href":"https:\/\/www.spotonvision.com\/nl\/wp-json\/wp\/v2\/posts\/36355","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.spotonvision.com\/nl\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.spotonvision.com\/nl\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.spotonvision.com\/nl\/wp-json\/wp\/v2\/users\/12"}],"replies":[{"embeddable":true,"href":"https:\/\/www.spotonvision.com\/nl\/wp-json\/wp\/v2\/comments?post=36355"}],"version-history":[{"count":4,"href":"https:\/\/www.spotonvision.com\/nl\/wp-json\/wp\/v2\/posts\/36355\/revisions"}],"predecessor-version":[{"id":41851,"href":"https:\/\/www.spotonvision.com\/nl\/wp-json\/wp\/v2\/posts\/36355\/revisions\/41851"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.spotonvision.com\/nl\/wp-json\/wp\/v2\/media\/40188"}],"wp:attachment":[{"href":"https:\/\/www.spotonvision.com\/nl\/wp-json\/wp\/v2\/media?parent=36355"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.spotonvision.com\/nl\/wp-json\/wp\/v2\/categories?post=36355"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.spotonvision.com\/nl\/wp-json\/wp\/v2\/tags?post=36355"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}