Certainly, the challenges and adjustments of 2020 have drawn business customers towards digital formats more than ever, especially along with video and audio articles. Is Textual content Content Dead? Of course , text will always have its place in content marketing like this very blog post, but video and audio within recorded or live formats have emerged as a best preference for customer engagement. Whether livestreaming on LinkedIn, Twitter and Facebook or publishing podcasts and hosting rooms on breakout audio social network, Clubhouse, content marketers have a substantial opportunity to create more engaging experiences to meet the evolving expectations of their customers within 2021. Be familiar with Why. But none of that matters if B2B marketers don’t get their house in order when it comes to the precisely why of using video and audio formats. “Because the competitors are there” plus “I just read the B2B marketing trends weblog post” cannot be the only drivers for business brands to begin livestreaming video, produce a podcasting or start engaging on platforms like Clubhouse plus Twitter Spaces. Perspective Matters. The problem with how many B2B brands approach livestreaming movie or producing audio content and experiences is the problem with all B2B content creativity: Brands that take an ego-centric view of articles focus entirely on the information they want to promote vs providing content experiences on topics and in formats customers are in fact most interested in. The Big Mistake. For content marketers, deficiency of a customer driven “why”, regardless how well innovative content formats are trending, is a detach. The lack of empathy towards client content preferences reduces the effectiveness of the marketing investment in addition to minimizing value to customers. Or worse, it creates a content disconnect and that is an experience all B2B marketers should avoid. The Truths of B2B Marketing and advertising. Content Marketing and advertising trends come and proceed, but there are some simple and impressive universal truths to help online marketers succeed year after year. One of the most important is a focus on creating advertising experiences based on an understanding associated with buyer information preferences are usually for content discovery, consumption and triggers for action – something coming from evangelized here at TopRank Blog for a very long time. Is actually About Trust. Of course , great content encounters are not so great if no one can find the content or even worse, if no one trusts the information if they do. Understanding these types of content experience preferences is exactly what enables B2B marketers to optimize for the findability and credibility of the content . Optimize for Experiences. Content Marketers can boost the success of their marketing and advertising investment when they optimize content material for discovery wherever customers are looking, subscribing and affected. This is as true with regard to livestreamed and recorded movie as it is for podcasts and audio conversations on Clubhouse or Twitter Spaces. Yet how can B2B brands participate in innovative formats and channels when they don’t have the skills, experience or confidence? Partner for Success. For B2B marketers that are not fully confident about how exactly to produce or promote content material in newer digital types and networks, one of the best methods to enter the new environment is to partner with those that are already right now there. By partnering with influencers that truly understand both B2B brands’ customers as well as the inside scoop on innovative content formats, B2B marketing experts can increase confidence how the experiences they are creating are relevant, meaningful and efficient. Make the Changer Connection. Working with external industry influencers not just validates the brand’s information on those innovative content material platforms and formats. but it also helps build the believe in that is so desperately required between consumers and manufacturers. What’s Next. Be sure to watch out for our upcoming posts presenting how B2B brands are partnering with video and audio creators to build content experiences that engage, encourage, and influence action.
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Source: toprankblog. com