The New Digital Age
To believe that text, images, and links are all you need to inform, educate, and engage your buyers would be to ignore the fact that we live in a new digital age — one where rich media such as videos, animation, interactive quizzes, social media, and analytics don’t matter. If the performance of your content marketing initiatives seems to be hitting a wall, it may be time to include additional, more engaging media in the mix.
The Importance of Video in Content Marketing
Despite recent findings that as many as 79 percent of B2B marketers are unsure of the effectiveness of social media,* 2014 saw social media take the lead as the most used tactic within B2B marketing departments.
So if you’re like most B2B marketers, you invest time and resources into social media, but you might still consider yourself a bit of a skeptic.
We know B2B marketers are using social media. We know you’re sharing links to your thought leadership and blog posts and maybe engaging with buyers in real time, but if content assets aren’t inherently social, you aren’t seeing the potential positive impact of social media in content marketing.
Since the term was coined in 2010, B2B vendors have only scratched the surface of responsive design. A recent study found that 40 percent of people abandoned pages that took more than three seconds to load.* The influence of responsive design in B2B marketing is just now becoming pervasive, and only 26 percent of marketers say they’re ahead of the mobile curve.*
With more than 6 billion smartphones in the world and mobile traffic increasing every day, don’t you wish there was a better way to reach, engage, and measure mobile users? There is — and with true platform diversity, your content will really sing.
The Internet offers more than Adobe could have imagined when the PDF was created. In the past, to leverage a packaged resource such as the Lightpaper, you would have created a website with 20 pages, a content management system for updates, a mobile and desktop version, and, after all of that, you would still have limited analytics capabilities.
But today’s B2B buyers are two-thirds of the way through their buying journey before they ever reach out to a vendor.* That means they’re devouring your content, researching on their own, and taking the opinions of peers and influencers into account before your sales team even knows who they are.
What if you could know how many pages of your white papers were actually read, see visual heatmaps of how they were read, and understand which parts are inherently social?
And this is just the tip of the iceberg. The opportunities for measuring the effectiveness of your content are endless with today’s increased analytics capabilities.Continue