Content marketing, while in existence for over 50 years, has grown exponentially in the past 5. Traditional unidirectional advertising campaigns broadcasting product benefits has evolved into two way exchanges where brands deliver value through information that directly and indirectly help their buyers navigate their purchase journey.
In a recent study, we found that B2B buyers of marketing technology consumer an average of 13 pieces of content, 8 directly from vendors and 5 from 3rd party sources. Further, just over half of participants (52%) said that they are “definitely” more likely to buy from a vendor after reading content from that vendor.
To explore the role of insights in content marketing, Courtney Kay, Managing Partner at Brand Publis, will join Zoe Dowling, SVP Research at FocusVision for an informal discussion discussing the intersection of content marketing, insights, and storytelling in today’s business landscape. There will be plenty of time for questions, so feel free to send them in advance or share on the day.
In this webinar, we will cover:
– What goes into a content strategy and where insights contributes
– The importance of storytelling to share data with internal stakeholders and to (re)use research data in content
– 5 steps you can take to frame your story in all of your communications