3 Ways to Better Enable Buyers Through Content Experiences
1. Make content that customers can experience, not just scroll past
The bar has been raised and B2B buyers aren’t waiting around for your message to magically appear to them. You have to put it in front of them and make sure they take notice. Utilize a media-rich and personalized approach that features videos, interactive infographics, assessments, surveys, quizzes, calculators and more.
The content has to stand out or else it will fade away
PDFs are not mobile-friendly, and can be a chore to access and scroll through when opening on a mobile-device
2. Replace static assets, like PDFs, to increase interactivity and track engagement
At one point in time PDFs were valued for being shareable on any operating system, and their layout remained fixed and consistent regardless of how it was viewed. But those attributes are no longer the enticement they once were. PDFs are not mobile-friendly and can be a chore to access and scroll through when opening on a mobile device. They also don’t provide marketers any feedback into how they were used by customers, blocking the potential to learn and improve from the customer experience. A modern asset should be hard-wired with analytic capabilities that can leverage insights gathered from all customer touchpoints to create a more intelligent, optimal experience. Gaining customer engagement feedback from a piece of content is crucial in determining the connection between marketing material and business impact. According to the Forrester survey, the biggest benefit experienced from insights into buyers' behavior while interacting with content was the ability to connect marketing activities to business impact. The next biggest benefit was that it raised the profile of the marketing department/team.
3. Use a content marketing platform to democratize content creation
Empowering more customer-facing teams to create content on their own can itself boost buyer enablement. The emergence of powerful, intuitive content marketing platforms has helped simplify the creation process and unleash the innovative power of all the invested parties. With professionally designed, fully-customizable templates that can be quickly accessed with a drag-and-drop editor, content marketing platforms allow for sales teams to quickly and effectively make exactly the content that’s needed, without having to wait for weeks while a third-party writes and designs something you hope works.
Content marketing platforms allow for sales teams to quickly and effectively make exactly the content that’s needed
Eliminate production bottlenecks and speed up the reaction time of marketers and sales teams, allowing them to get more done.