How can B2B marketers build content that elevates, and what role do our favored digital formats play for making it happen? Recent study data looking at content formats has deep implications with regards to creating online experiences that wont only be noticed, yet delight the senses while also answering our most significant questions. Let’s take a look at the way you process information, and how written, static images, video, plus audio can work cohesively to generate B2B marketing content that will elevates with hope plus delights with hyper-relevant solutions delivered at the right period.
1 — Brain Science & Marketing Content Preferences: Formats, Styles & Relevance
via GIPHY Understanding the mind, with its exquisitely complex computational and filtering mechanisms, can go a long way towards learning the particular types of content that can execute the best in B2B marketing. The digital online content material we experience everyday is in essence simply information that our brains process — swiftly weeding out data that:
- Doesn’t catch our attention
- Isn’t relevant
- Goes against our life values
Content that passes these types of initial filters in our minds then begins a second stage, where greater focus is certainly given to information. During this round of consideration, we take a look at:
- Does this answer a question I have?
- Can this be useful to me?
- Could it be helpful to others I know?
If your marketing passes muster during this crucial moment, individuals will take action by interacting with your content in ways that include:
- Visiting a link to learn more
- Book-marking or saving a digital resource for sharing or additional study
- Sending a message to obtain more information
Survey information from three annual reports can help us learn more about marketing and advertising content preferences. The volume of requested B2B content consumption grew by over 9 percent year-over-year from 2020 to 2021, with total demand expanding by over 33 percent, while the average time experts used to consume content climbed to 33. 3 hours — an increase of over three hours. (1) More people are consuming a lot more content, and spending additional time processing and taking actions on what they take the time to engage with. Among corporate executives, content material consumption rose by fifteen. 8 percent in 2021. (1) Some 31 percent of articles topics came from the information technology category , followed by financial with just over nine %, and human resources with 6. 8 percent. (1) If you’re a B2B marketer working in the IT sector, you face the inherent challenge of getting more content competing with yours, making it even more necessary to craft content that stands apart to even get your feet in the door. Some 62 percent associated with marketers said they depend more on content when it comes to investigating and making purchase decisions than they did a year ago . (2) 44 % of marketers consumed among three and five items of content before engaging along with sales, while some 32 percent said they felt overwhelmed at the pure amount of content available . (2)
two — Written Information: Content material Traditions
via GIPHY While video plus static visuals have made large inroads in being able to express information, written content remains the most-used format overall. eBooks were 4. 8 situations more likely to be requested than traditional white papers. While white papers represented over 20 percent of articles, they drove just seven. 4 percent of sign up activity. (1) Among those in immediate buying positions, the top content forms included white papers, study reports, and research documents . (1) Most other content material formats incorporate written info, whether it’s text in videos or images, or transcriptions from podcasts and webinars — a telling indication of the enduring power from the written word. B2B executives have said that research reviews, white papers, and posts are the top content forms for those looking to buy within three months, while tips and tricks guides, eGuides and cheat sheets came out at the top for buyers with timelines of a year or longer. (1)
several — Static Visuals: Obtaining Deeper
Sitting down firmly between written plus video content, static visible content holds its own capacity to captivate and ultimately transform browsers into buyers. Information technology professionals are 435 percent more likely to consume content when it’s within “special report” format , while 75 percent of these in all industries saw a boost in content consumption. (1) A key element of reports and surveys is the visual display of information in easy-to-digest and promote formats, which is why charts plus photos are featured in successful marketing efforts in 2022. When it comes to researching B2B purchases, 45 percent associated with marketers said that research research and reports were one of the most valuable content formats, followed by 42 percent who directed to white papers, 40 percent for eBooks, plus 35 percent for training calls. (2)
4 — Flowing Video: Making Marketing Memories That Last
When it comes to meeting advertising campaign objectives, digital video, paid search, plus paid social occupy nearly 90 percent of the best eight media content types . (1) As coming from highlighted often in our own weekly TopRank Marketing B2B industry information , both the use and conversion power of video clip content has continued to grow in B2B marketing. Some 48 percent of internet marketers say that they are not using their organization’s existing video content to the fullest potential, despite 88 percent of content online marketers who use video confirming that their organization achieves either excellent results from movie or results that fulfilled expectations, according to CMI data . Webinars stand for another increasingly important video content format. Professionals enrolling for webinars are some 29 percent more likely to have a buy decision within six months than for any other content structure. (1) 57 percent of marketers said that webinars and eBooks were their top content format, followed by white papers at 55 percent, research reports at 52 percent, blog posts at 46 percent, and case studies at 46 percent. (2) 68 percent of content material marketers said they used pre-produced video in attempts over the past year. (3)
5 — Listen Up: Audio & Podcasting In B2B Marketing
An analogy I’ve used for a lot more that 30 years is that I’d rather listen to music I love on a inexpensive $5 transistor radio compared to music I hate with the most high-end audiophile hearing rooms — and as a long-time proprietor of massive Minnesota-built Magneplanar loudspeakers, I really do believe this. The same is true in marketing, where even excellent no-holds-barred campaigns backed by practically unlimited spending can’t quite crack the nut if it’s promoting a dismal, shoddy product or service. On the other hand of the coin, savvy use of small campaigns with limited budgets that smartly feature the content choices we’ve explored here may reach virtually unlimited heights when they are applied to a stellar, class-leading service or product . Podcast advertising revenue will be slated to top the $2 billion dollars threshold by 2023 , with more B2B brands looking at the format each year. Additionally , several 40 percent of online marketers said they listened to audio content during the past year, representing an increase of three percent from the year before. (2)
Elevate With Your B2B Marketing Red Balloon
via GIPHY Through a newfound understanding of how we process information and how composed, static images, video, and audio can work cohesively, B2B marketers can elevate happy to new heights — as we find our own red balloon of marketing hope and delight. The marketing magic happens when you deliver the appropriate information in the formats that individuals want, and the formats is frequently changed to provide the same answers in a variety of formats. “Reshare. When something was done really well in the past, remix it into a different format and share this, ” Purna Virji, mature content marketing evangelist plus content solutions consultant from LinkedIn* recently observed . [bctt tweet=”“Reshare. If something was done really well in the past, remix it into a different format and share it.” — Purna Virji @purnavirji” username=”toprank”] To learn more about elevating your B2B marketing efforts, check out our CEO Lee Odden ‘s ” Housing to Elevated B2B Advertising in 2022: Innovate, Collaborate, Accelerate . ” Producing award-winning B2B marketing that will elevates, gives voice to talent, and humanizes with authenticity takes considerable time and effort, which is why an increasing number of companies are choosing to work with a top electronic marketing agency such as TopRank Marketing. Contact us to learn how we can help , as we’ve done for more than 20 years for businesses ranging from LinkedIn, Dell and 3M to Adobe, Oracle, mon. com and others.
- Netline’s 2022 State of B2B Content Consumption & Demand Report ( 1 )
- Demand Gen Report’s Content Choices Survey Report ( 2 )
- Content Advertising Institute’s B2B Content Advertising Benchmarks, Budgets & Tendencies ( 3 )
* LinkedIn is a TopRank Marketing client.
Source: toprankblog. com