The Great Resignation: How To Drive B2B Content Success With Less

Published: January 20, 2022

1darryAs more than half of U.S. workers look for new jobs and millions quit their jobs, some companies have reacted by offering increased training to expand the available candidate pool, while others added new benefits or perks to attract talent and fill now-vacant positions. Nobody knows how long “The Great Resignation” will last, but the labor disruption that comes with it will continue to challenge companies — and their marketing teams — to sustain headcount for some time.

With quality talent trending to make moves at the drop of a hat (or, you know, better working conditions), unstable enterprise teams will likely feel the pressure to do more with less. For marketing departments, a staff crunch will result in teams struggling to keep up with critical initiatives, such as ongoing campaign execution, especially when it comes to digital content creation, production and delivery.

If you’re a business leader, this is bad news for two key reasons:

  • Asking too much from your team — and the resulting effects of burnout — is an easy way to help your people contribute to the growing quit rates; and
  • The accelerated digital transformation we’ve seen over the last 18 months has made it more important than ever for brands to increase digital content exposure.

In short, staying competitive — and front and center with your target audience — will be a matter of sustaining digital content volume and quality despite having fewer resources. Fortunately, technology is evolving to help professionals increase efficiency and productivity without adding extra work to their plates.

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Your Content Must Get Smarter & Faster

The M.O. for content marketing is to do more — way more. In fact, 68% of businesses plan to increase content marketing budgets throughout the year. To add to the increase in volume, companies are using more sophisticated content formats to increase engagement. With brands expanding content marketing budgets, rising above the noise is imperative to catch buyer attention. Interactive content is giving companies a leg up by increasing awareness and buyer motivation with deeper customer experiences.

There’s no doubt that some companies have been pulling together a vast number of internal and external resources and skill sets to keep up with the expectation for higher volume and better-quality content. The problem is just that: Using traditional methods to create and deliver highly engaging assets, such as content with built-in interactivity, requires a lot of people, specializations and time — three ingredients that are becoming more and more rare.

Slow & Clunky Is Not Smooth

Some marketing teams will opt to use interactive content creation platforms to introduce more immersive experiences to their content strategy. However, these technologies usually require a copywriter, designer and developer — at a minimum — to produce one asset. Because so many skill sets are involved, and job vacancies could leave teams short-handed, a marketing leader might outsource some of the work, which only adds to the complexity of the process and time required to deliver.

Teams that don’t have the luxury to enlist outside help might lean on other internal departments or simply press on with the dwindling resources they have. While this might help produce higher-quality content, it’s at the expense of lower overall volume. And if a team is suffering from employee turnover, an increase in frustrations and individual workload could cause morale to suffer.

The problem with either scenario is they require too many people to come together to get anything accomplished. Both result in lower productivity, which will have downstream effects on buyer attention, engagement and the sales cycle.

B2B Technology For Innovative Creators

Instead of adding outside resources or leaning on disconnected departments, smaller or disrupted marketing teams will need to adopt tools that enable individuals to easily create engaging content experiences. I don’t mean PDFs or PowerPoint slides, either; organizations need:

  • Dynamic content that includes attention-grabbing interactivity and multimedia components delivered in a web-based, mobile-friendly format;
  • Agile design tool compatibility and flexibility to enable creators to develop and assemble content using their favorite applications, with the ability to easily distribute and repurpose across channels; and
  • Insightful and sophisticated data and analytics to help marketing leaders understand how audiences are engaging with content to continuously optimize the experience.

It’s no longer necessary to assemble or hire large teams to produce cutting-edge content at speed and, considering the challenges businesses are facing today, it’s not realistic. But that doesn’t mean marketing teams can’t enable their teams to do more with less; it just requires using the right technology to make creating interactive, engaging buyer experiences easier to deliver. With the right interactive content platform, teams bring more effective ideas to life, with less restrictions, hoops to jump through and collaboration.

Darrell Swain’s passion for innovation, technology and entrepreneurship inspired him to launch Tiled in 2016 with some founding partners. As CEO, he oversees every aspect of the company’s strategy and success. Swain has a history of successful startups. As co-founder of Lucidchart, he led its growth from beta to hundreds of thousands of active users, securing the financing and developing the product along the way. His vision of Tiled has pushed the product and company to new heights and new successes.


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