In fact, 93% of B2B buyers want bundled, bingeable content (Content Preferences Survey, 2017) , but only 42% say it’s easy to find the next piece of relevant content (Why Your Website Fails Buyers, 2017). Ardath Albee, in her session How to Create Binge-Worthy Content Experiences that Move Buyers to Buy at Marketing Profs B2B Forum 2017, challenges us to stop talking about our products or brand and start focusing on building meaningful, purposeful experiences. If we do this, we can really use content marketing to drive momentum into our pipeline and move our buyers along their buying journey via content binges. You will orchestrate more engagement by putting all of the related content in one easy to access place. Ardath points out, we also need to be thinking about other people who influence that buyer’s journey. Trigger follow up with relevant “see also” content: For example, if a buyer has viewed two pieces of content, automate a message that points them to a third piece or ask them to subscribe. Embrace Change: Gain Consensus (How do we get everyone to agree? So in order to create truly binge worthy content marketing, start thinking always on and interconnected.
93% of Americans have binged on content. If you’re like me, you’re probably thinking of those rainy Sundays spent on a Netflix bender. Netflix, Hulu, HBOGo make it so easy to continue the binge. One more episode, you think, as the next installment automatically queues up. Finished Stranger Things in one weekend? Here are 6 new, easily clickable suggestions to start a new binge.
Now what if that same principle could apply to your content marketing?
In fact, 93% of B2B buyers want bundled, bingeable content (Content Preferences Survey, 2017) , but only 42% say it’s easy to find the next piece of relevant content (Why Your Website Fails Buyers, 2017).
As marketers, we put so much work into attracting the right buyers to our website. We get them there, but then we miss the opportunity to tell them what to do next.
Ardath Albee, in her session How to Create Binge-Worthy Content Experiences that Move Buyers to Buy at Marketing Profs B2B Forum 2017, challenges us to stop talking about our products or brand and start focusing on building meaningful, purposeful experiences. To focus on engagement, rather than attraction. Re-frame those KPIS from people per page to pages per persons.
If we do this, we can really use content marketing to drive momentum into our pipeline and move our buyers along their buying journey via content binges.
Three Takeaways to Create Binge Worthy Content
Stop Building Siloed Websites
Traditionally, websites are built using tidy hierarchies based on type of content, i.e. products, blog posts, white papers. This structure puts the work on the visitor after they land to find the next piece of content relevant to them. And they probably won’t do it.
Instead of organizing by content type, consider using a content hub that organizes content by industry, business need or by role. You will orchestrate more engagement by putting all of the related content in one easy to access place. And then crosslinking between related items.
A content hub allows a visitor, no matters where they are in their journey, to find the content most relevant to them with less clicks.
Ardath points out, we also need to…
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