B2B doesn’t need to mean “boring to boring” and yet much of business marketing has earned its reputation. In a world of information overload, buyers expect engaging content from sources they can trust.
So what’s the solution for marketers that want to break free of boring B2B marketing?
Since 81% of marketers agree that interactive content grabs attention more effectively than static content (CMI) and 70% say interactive content is effective at converting site visitors (ion interactive), B2B marketers need move away from simply educating and to start creating content experiences that allow customers to engage.
One solution is to plan engaging B2B content based on insights about what buyers really want and then create content experiences that are both informative and entertaining. That solution would also include enlisting 3rd party experts with active social networks to contribute and promote the content. We can’t forget proactive monitoring and performance optimization through creative repurposing as well.
