Pop quiz, B2B marketers: When it comes to creating content that effectively reaches, informs, engages, and inspires buyers and buying committees, you should…
- Embrace the “boring-to-boring” status quo. (Buyers and committees want the facts, not a spectacle!)
- Push tradition aside and dip your marketing toes into interactive content waters. (Who says B2B content has to be boring?)
(Psst. Here’s a hint from TopRank Marketing CEO Lee Odden: “The sheer volume of information and media that confronts people in the business world is overwhelming and often pretty boring. Creating compelling experiences with interactive content is one way to stand out, differentiate, and optimize for effectiveness.”)