By Andrew Lochart (LinkedIn, @andrewlochart) and reposted from lochart.com with his permission.
I’ve been leading B2B tech product marketing teams for more than 20 years and I’ve seen how easy it is to fall into what I call the “content trap”. We’re constantly creating new content to fuel our campaigns, to keep things fresh and interesting for our audiences. We try new messaging, new content types, new offers. It can be fun and exciting.
But it’s a trap because in our haste to create new content, we do the easy thing – start writing about how our product or service is newer, better, different. That kind of content might help generate awareness amongst buyers, but it fails at generating something much more important: Credibility.
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Influencer Relations Europe, Ensono, Staines, UK
About the Role
Amazon Web Services (AWS) is seeking an experienced, self-motivated, and detail-oriented communications professional to help build its Worldwide Public Sector (WWPS) Analyst Relations (AR) program. The AR Manager will need to stay closely aligned to the WWPS business leaders and develop a program that “influences the influencers” in support of key business goals.
Benefitfocus is on a mission to re-shape the benefits industry. With one out of fourteen Americans electing their employee benefits using our technology, and $49 billion of annual transactions taking place on our solution, we have the ability to ignite the entire ecosystem and have embarked upon a journey to evolve into a true platform company: connecting buyers with sellers. As our first ever Analyst Relations Manager, you will be responsible for defining and executing a program that informs our new strategic direction and builds working relationships with key industry analysts.
As the Director, Global Digital Experience you will be responsible for the finding, collection, curation, placement, promotion, and distribution of all AR related assets and other approved assets from a wide variety of sources e.g. PR, Content Central, Product Management, Product Marketing, Global Customer Program, etc.
Box (NYSE:BOX) is the cloud content management company that empowers enterprises to revolutionize how they work by securely connecting their people, process, information and applications. Founded in 2005, Box powers more than 92,000 businesses globally, including AstraZeneca, General Electric, P&G, and The GAP. Box is headquartered in Redwood City, CA, with offices across the United States, Europe and Asia. 
Canonical is the company behind Ubuntu, the leading operating system for container, cloud, and hyperscale computing. The majority of public cloud workloads and large-scale private cloud deployments are on Ubuntu. Ubuntu is also the preferred choice to develop and run applications such as AI or blockchain and leading in IoT with new smart gateways, self-driving cars and advanced robots being developed.