Trends Report

Brief: B2B Content Fails The Customer Engagement Test

Stories, Narrative, And Video Help Shift The Focus To Customers

December 8th, 2014
Laura Ramos, Vice President, Principal Analyst
Laura Ramos Vice President, Principal Analyst
With contributors:
Peter O'Neill , Elizabeth Perez , Ryan Trafton

Summary

Engaging content can mean the difference between creating a business opportunity and losing to a competitor. Nowhere is the struggle to produce compelling business-to-business (B2B) content more evident than on corporate websites: When 26 out of 30 fail to pass even a basic 10-criteria test, it's time for chief marketing officers (CMOs) to seriously rethink their content marketing plans for 2015. This report highlights specific content marketing practices — like telling stories, writing in narrative, and shooting video — that help a company's message to stand out in the current deluge of brand publishing and to make content more engaging and customer-centric.

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