Here is our countdown of the top-trending pieces and posts generating buzz and airplay in content marketing. These intriguing conversations and case studies not only drove eyeballs and downloads but stirred some interesting comments and dialogue along the way.
With buyers in charge of their own journeys, it can be a challenge to ensure that the content they’re consuming gives them the whole story. Many content creators are adopting a serialized content approach to help buyers make informed decisions. Michael Brenner, CEO of the Marketing Insider Group, shares his thoughts with Demand Gen Report, along with a variety of examples that demonstrate the success that some notable B2B brands are seeing with a serialized approach. Brenner recommends that marketers choose a publishing frequency “that feels like a bit of a stretch” to keep up with demand. Create a content mission statement to define your targets, the topics that are important to them and how you can add value. Start weekly or twice a week, and ramp up if you can.
August Agenda Alert
If you’re as pumped as we are for the first-ever B2B Sales & Marketing Exchange, you’ll definitely want to start scouring the newly released agenda to start planning your two days in Boston. You can’t go wrong attending the keynotes from Sangram Vajre (Terminus) and Tim Riesterer (Corporate Visions). Scope out the most relevant breakout sessions with executives from Drift, Thomson Reuters, Forrester, HubSpot and more. Do some recon on the B2B Labs, B2B Mentors and intimate workgroups. Visit Content4Demand at Booth 503, and find us at the opening night party! Haven’t registered yet? Use the discount code 25CONTENT4DEMAND to save 25% on passes.
Iconic and imaginative storytelling isn’t just for writers like Stephen King and J.K. Rowling. It’s totally in the wheelhouse for B2B marketers as well. And the greatest inspiration for out-of-this world storytelling can come directly from the buyers we’re looking to impress. During this Buyer Insights & Intelligence Series panel discussion, Alicia Esposito of Content4Demand, Amanda Maksymiw of Fuze and Dave Bruno of Aptos will dive into key findings from the latest content preferences research. They’ll also discuss real-world examples of how they’ve used buyer insights to validate and inspire their new approaches to storytelling.
B2B Video Benchmarks
The recently released Video in Business Benchmark Report from Vidyard is chock full of great intel on how today’s businesses are using video to engage with customers and prospects… and some of that information may surprise you. Vidyard VP of Marketing Tyler Lessard talked with Small Business Trends about the most important trends. Videos are getting shorter, with the average clocking in at under four minutes. More viewers are watching through the end, which Lessard says suggests that businesses are getting better at creating value. As much as we all preach “mobile first,” it’s not the priority for B2B videos, where well over 80 percent are viewed on desktops.
Linking B2B Video Content to Success
LinkedIn video posts garner triple the engagement of text posts, and early findings from its beta program indicate that videos have five times the potential to start a conversation. As always, the quality of the content and the strategy behind it are key drivers of success. Understand how your audien your cace uses LinkedIn and develop content they’ll clamor for. Experiment with native and embedded videos. Keep content under three minutes and edit it well to deliver a satisfying user experience.
We hope we’ve helped inspire you on your path to improving B2B marketing content. If you’re eager to read more, check out our Resources Page