What’s Working In Content Marketing In 2021: Modern B2B Orgs Turn To ‘Lo-Fi’ Content, Interactivity, Customization & Repurposing To Engage Buyers In An Oversaturated Digital World
Content has always been king, but it took a pandemic to remind us just how essential good digital content is for B2B brands to connect with audiences. According to research from Demand Gen Report, 61% of marketers rank content marketing as one of their most important tactics for engaging prospects, driving leads and revenue, personalizing account-based strategies and maintaining buyer-seller relationships.
However, with the industry putting out more content than ever before, it can be challenging to stand out from the competition. Buyers' inboxes are flooded with virtual event invites, sales pitches and gated content offerings promising to help them alleviate business challenges — the "spray-and-pray" approach to content and messaging simply won't cut it anymore.
This report will explore the strategies and tactics that are helping B2B organizations grab audiences' attention, engage buyers online and set them apart from the competition in a digital-first world, including:
The increased reliance on "lo-fi" content that is highly engaging and more human;
Key tactics for personalizing and customizing the content experience;
Why interactive content is the new, more engaging PDF;
How marketers have overhauled their content creation processes to focus on SEO and buyer needs; and
The power and value of repurposing content from existing formats, digital experiences and virtual events to reach wider audiences.