Content Marketing Objectives for B2B Companies: Interview with Lauren Bartlett, New Zealand Trade & Enterprise

Isabella Barbato
Isabella Barbato

Auckland’s skyline, photo courtesy of ChameleonsEye via

We conducted an interview with Lauren Bartlett, Regional Marketing & Communications Manager at New Zealand Trade & Enterprise – the Government’s international business development agency focused on growing companies internationally – bigger, better, faster – for the benefit of New Zealand. NZTE currently works with around 4,000 New Zealand businesses, and focuses intensively on around 700 of these customers.

We asked her to tell us about her experience with content marketing and the importance of B2B content.

According to Lauren, content is such a broad term and, in its traditional sense, many people think of content as information that people seek out and want to read.

How companies use content marketing really depends on the project that they’re working on, and B2B marketers should focus on their objectives first, then come up with a pipeline based on what they’re trying to achieve, and really follow through on that journey. Outbrain is just one tool of many that marketers can leverage toward this end.

Advice for B2B marketers: go back to your content strategy and clarify it, even before you create your content plan. From there, you need to consider what ROI and success is going to look like before you even begin.

Click on the video to watch the full interview.

Follow the conversation on Twitter @Outbrain #ContentConversations

Isabella Barbato

Isabella Barbato

Isabella is Marketing Manager, Asia Pacific at Outbrain, based out of their Singapore office. Originally from Italy, she has spent the last 6 years in Asia, and has joined Outbrain in May 2014. Isabella is passionate about technology and the digital space. In her free time, she enjoys music, traveling and yoga.

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