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.
1. Interactive Popularity
Just a few years ago, Content4Demand was excited for the rare opportunity to design interactive buyer experiences for ourselves and for clients. We’ve come a long way, baby. Now that B2B marketers see a proven audience for these digital assets, about half the content we’re creating is interactive in some form or another — anything from a simple quiz or assessment to a digital iPaper or interactive video.
Benefits abound, and inspiration is everywhere — as evidenced by the great examples included in this status overview from Demand Gen Report. Click your way through the entire report for valuable expert insights and deep dives into how companies like Uberflip and Prophix are taking a strategic approach to interactive content that engages audiences and deepens credibility. You’ll find lots of tips, stats and best practices along the way.
2. B2B Budgets Expand
Increased marketing spending this year points to its growing priority in the business budget. According to the 2019 State of IT Marketing report from Spiceworks, one-third of the budgets will be spent on paid media, 22% on trade shows and events, 21% on marketing technology investments and 19% on help from outside agencies or brand partners.
Among the most notable shifts highlighted in the study are that 51% of B2B companies said they’ve used or are planning to use an ABM strategy, 49% are using video marketing and 41% have implemented on-demand content. The B2B world continues to struggle with ROI measurement, driving conversions and aligning sales and marketing.
3. Hubba Hub
Content hubs offer some solid benefits, not least of which is that it gives customers and prospects on-demand access to the content most relevant to them at any given moment. And they can consume as much as they want, leading themselves through the buyer’s journey with content you’ve worked hard to produce and share. A hub extends the life of your content beyond a nurture.
But it’s not a recycling bin where you toss every piece of content without another thought. As NewsCred Insights details in this meaty article, there are many questions you should answer before you get started, from where to host it and how frequently to add new content to which technology to use and why formulating a metadata strategy is important.
4. Invest in Video
The complexity of financial services offerings can make text-centric content marketing a serious challenge. Nobody wants to read intimidating blocks of copy, least of all the younger generations that many of these companies are beginning to target. Video is a fantastic way to convey complicated information in a simpler way, and to build trust simultaneously. Still, more than 90% of financial services firms have no video content, according to Vidyard.
Vidyard compiled these six examples of financial services organizations that are doing an outstanding job with video that grabs customers’ attention with homepage videos (LeaderOne Financial), live streaming (Saxo Bank), video resource libraries (Bank of America), webinars (HSBC Canada), customer testimonials (Sunlife Financial) and extraordinary brand storytelling (WealthSimple). You don’t need to be a FiServ marketer to find inspiration from these examples — but if you’re in FiServ marketing, you certainly need to see what these folks are up to.
5. A Good Influence
What if the only things we knew about marketing were the lessons we’d learned ourselves through trial and error? The horror! Experts and influencers are our guiding lights, generously sharing their hard-earned wisdom so that we may benefit. Atomic Reach published this handy list of 100 influencers you should be following so that you can soak up their insights through the magic of social media. Or something like that.
It’s a solid list, with lots of names you’ll probably recognize. It’s worth noting that superstars like Lee Odden, Michael Brenner, Ardath Albee, Pam Didner, Tim Washer and David Meerman Scott are all speaking at the B2B Marketing Exchange in Scottsdale this month. But be sure to dig past the top dogs to discover some unfamiliar faces so that you get a steady stream of fresh perspectives from the up-and-comers.
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.