When it comes to content preferences, an overwhelming 91% of B2B buyers said they prefer more interactive/visual content that can be accessed on-demand, according to the 2015 Content Preferences Survey, which C4D co-sponsored with Demand Gen Report. And it’s not all that surprising, really — especially when you consider that 74% of respondents from the same survey reported having less time to view content than they did a year ago. Today’s buyers are not only time-starved, they’re consuming a wide variety of content when making purchasing decisions. That’s why, in order to make the biggest impact and stand apart from their competitors, B2B marketers need to do more showing and less telling. But a new study from the CMO Council, which highlights the current use of visual content, uncovered just how many marketers are still missing the mark when it comes to leveraging these assets to reach and engage their buyers. The report From Content To Creativity: The Role Of Visual Media In Impactful Brand Storytelling, revealed that while 65% of marketers recognize that visual content is vital to their brand’s messaging, only 27% of senior marketing executives are able to organize and manage their visual content across the company’s marketing and non-marketing teams. The writers of the report point out that one of the main reasons for this breakdown is the lack of content development strategies. Liz Miller, Senior VP of Marketing for the CMO Council, noted in a recent Demand Gen Report article that many marketers are falling short when it comes to regarding the visual asset as part of the strategic customer experience and engagement dialogue.
“Perhaps because visual assets have long been the domain of creative or agency resources, the conversation around maximizing value across the organization has fallen off of the priority list,” “But as customers continue to react in meaningful ways to visual media, marketing cannot afford to stand idly by and not include visuals in the content ROI agenda.”
Here are some other findings from the report that highlight the growing importance of visual content:
- Video content is expected to dramatically increase in importance in the near future, according to 79% of respondents; and
- Infographics (60%), photographs (50%) and illustrations (41%) are other content formats expected to see an increase in usage.
If you’re interested in creating a visual story that will engage and inspire your prospects, let us know! We can help you help you produce a variety of visual assets that are sure to make a big impact with your buyers!