Trends Report

Brief: B2B Content Fails The Customer Engagement Test

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

December 8th, 2014
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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