Content Strategies 

in a Dynamic B2B Environment

Sandy Almendarez

Vice President, Content

Informa

In a recent webinar hosted by MediaGrowth Excellorator, Sandy Almendarez from Informa shared her insights on adapting content strategies in the ever-evolving B2B media landscape.  Leaders in content strategy have evolving methodologies to maintain quality and engagement.

Key Points

Informa's approach to maintaining high-value content involves continuously upskilling teams and integrating video content more robustly.

Revenue innovation includes user-paid webinars and reports, along with building communities to serve industry newcomers, which diversifies revenue streams.

Personalizing content through data-driven insights ensures the alignment of content with target audience personas, enhancing engagement.

Successful monetization requires understanding what audiences value and offering content that addresses niche and controversial topics.

B2B audience engagement strengthens through mixed formats like webinars, in-person events, and detailed industry articles.

Long-term thought leadership is cultivated by producing content that directly impacts industry professionals' roles, coupled with effective calls-to-action for deeper interaction.

With declines in advertising revenue being a significant concern, Sandy discussed innovative approaches to diversify revenue streams. Informa has capitalized on its community plays, targeting industry newcomers and offering user-paid reports and webinars.

Adapting to shifting consumer expectations is crucial, and Sandy shared successful strategies for converting free content consumers into paying users by focusing on niche, controversial topics and delivering exclusive insights, 

MediaGrowth Executive Summit 2026

April 16 & 17, Chicago

Case Studies of B2B Media Solutions 

in Complex, Turbulent Times

EXCEED!  MediaGrowth Executive Summit 2026 will once again focus on candid discussions, breakthrough strategies, and actionable solutions to the unprecedented challenges facing media businesses.  Join B2B media’s most forward-thinking executives for solution-oriented presentations, facilitated focus sessions and informal networking. 

AGENDA, REGISTER 

2026 © Simonsen Sales & Marketing, LLC.