What’s Working In Content Marketing? Marketers Rely On Relevance, Interactivity & Personalization To Earn Buyers’ Attention
We live in the age of instant gratification where we expect everything to come to us instantly, whether it's personal deliveries or work replies. When it comes to content, buyers seek the same thing convenience — with the added element of entertainment. In a market where trends are always evolving, it's hard to keep up with buyer expectations.
According to Demand Gen Report's "2022 Content Preferences Survey Report," 49% of respondents said the content must tell a strong story that resonates with their buying committee and 41% said the content should be packed with shareable stats and quick-hitting insights. Furthermore, when asked what made content memorable enough to warrant a sales call, 32% of respondents pointed to personalized content that is tailored to their needs.
What worked in 2021 may not make the same impact in 2022 and beyond. In this report, we'll explore the strategies and tactics B2B companies use to keep buyers interested in a highly competitive marketplace, including:
The importance of creating relevant content that is worth buyers' time;
Why interactive content is table stakes in an oversaturated digital landscape; and