What works in content marketing? Marketers rely on relevance, interactivity, and personalization to grab shoppers’ attention

We live in an age of instant gratification where we expect everything to come to us instantly, whether it’s personal deliveries or business responses. When it comes to content, buyers are looking for the same convenience, with an added element of entertainment. In a market where trends are constantly changing, it is difficult to meet buyer expectations.

According Demand Generation Report2022 Content Preference Survey Report‘, 49% of respondents said content should tell a strong story that resonated with their buying committee and 41% said content should be filled with shareable stats and quick insights. ‘they were asked what makes content memorable enough to warrant a sales call, 32% of respondents indicated personalized content tailored to their needs.

What worked in 2021 might not have the same impact in 2022 and beyond. In this report, we will explore the strategies and tactics used by B2B companies to keep buyers interested in a highly competitive marketplace, including:

  • The importance of creating relevant content that is worth buyers’ time;
  • Why interactive content is table stakes in an oversaturated digital landscape; and
  • Why short videos are in high demand.