To start our discussion about chatbots, we’d like to welcome you to the fictional (unfortunately) Kreber Candy Co. You’ll just have to trust us on this. It’s a wonderful place.

Content marketing is all about building trust.

In the B2B world, there’s a lot for you to deal with. You’re responsible for driving awareness of your brand. You’re tasked with acquiring quality sales leads that develop into long-term business relationships, and perhaps most importantly, you have to strike a balance between creativity in marketing and delivering results.  

It’s a slippery slope: As a retailer, media figure, or just a person with a social media account, you want to say something compelling and stand for something, but...you also don’t want to paint yourself into a box and only be about that one thing, especially as times and tastes change.