Informa’s Infrastructure Intelligence Division has tapped CFE Media’s ContentStream, a SaaS tool that takes existing publisher content and acts as a content feed for advertisers. Twenty-two Informa brands will be using ContentStream to provide news, education and how-to information in areas such as engineering, manufacturing, power, infrastructure How it works: as publishers develops editorial content, it’s stored in a cloud-based content stream database—including text, video, research­—and catalogued by keywords, industries, even performance of the content. CFE sells advertisers a feed to that content which allows them to log in, select topics and preview content, which is initially streamed to the advertiser’s website but can also be repurposed for blogs, newsletters and social media. Publishers can license Content Stream in the same manner for their own markets (more than 40 publications are currently using ContentStream from publishers such as ...

Content marketing is increasingly dominating the conversation (according to a recent study from Content Marketing Institute and Marketing Profs, 76 percent of B2B marketers plan to increase their content marketing efforts in 2016). And with just 30 percent of B2B marketers considering themselves effective at content marketing (down from 38 percent in 2015), B2B publishers have a golden opportunity to tap into that hunger.