Recent times have increasingly added emphasis on “adding value” and “being at the right place at the right time”. Today’s article shows exactly how these can be achieved through content marketing, a great marketing technology stack, and AI.
Content sits at the heart of all sales and marketing verticals and as several business heads face a variety of conundrums:
Content marketing has the key to a lot of opportunities, we’re not just saying it, B2B Buyer Engagement Platform, NetLine Corporation analysed their first-party data sources and the outcomes strongly support this statement. NetLine’s analysis spanned across 300+ industries globally, with varying job levels, company sizes, and company revenue.
Here are some key takeaways:
As of April 2020, ON24, NetLine’s partner company reported a 33% increase in webinar attendance.
The top 10 list shows ebooks, whitepapers, and guides hold the highest demand. Even though webinars were less demanded than ebooks, the COVID-19 pandemic has definitely given the demand for webinars a huge push and competitive edge.
Did you know, the average time between the first and second request for content was 19.4 days? NetLine shared an interesting peep into the content demand for different job-levels across an organization and here’s what it said.
Grabbing a CEO’s attention is obviously challenging, so what’s the “best time” to communicate? 10 am, Tuesdays (local time) is the best chance you’ll have to reach the C-Suite.
For US-based C-Level professionals, these were the best time stamps:
Be it titles, meta content, email subject lines or even news headlines, the verbiage is the differentiator between “views” and “no views”. The seven most capturing words according to the NetLine analysis were:
In addition to the above, words like “guide”, “report”, and “compare” came across as favoured titles that Executives preferred engaging with. The word “guide” performed well as executives are most interested in “how to” content. You could use these permutations and combinations to create strong content titles that can be click-worthy.
Another key indicator noticed was a huge gap in the targeting of content. VPs were targeted 10.43% of the time but only represented 3% of the “Total Active Audience”.
The study also found that more than 60% of B2B buyers had technology affinities and that marketers have a strong desire to find the most effective ways to acquire quality leads.
In light of all the factors discussed earlier, we dove into our pulse survey 2020 data to find more details on technology that marketers were keen on evaluating.
“Content & Experience” topped the ranking in March, April, and May.
A further drill-down of the “Content & Experience” technology category revealed that these were the top technology:
Globe Newswire expects the AI market to grow from $28.42 billion in 2019 to $40.74 billion in 2020. The compound annual growth rate is expected to be 43.39%. The COVID-19 pandemic has surely been a catalyst for the wave of revolutionary technologies. The market is then expected to recover and reach $99.94 billion in 2023 at CAGR of 34.86%.
Gartner’s recently released MQ (magic quadrant) report 2020 highlighted the front-runners of AI. No surprise that Amazon Web Services, Microsoft, Google, and IBM are the yet unchallenged leaders in this space given the fact that each of their portfolios spread across various applications and niches.
AI is being applied to various segments of context-aware computing, sales, marketing, customer service, and several other segments. AI also provides capabilities to transform entire content production cycles, enabling marketing teams to make data-driven decisions on:
Business Insider accurately shared a graph that shows different content marketing segments in which AI was adding value. Of these content performance, audience behavior, and, content opportunities and customer experience were the best areas for application.
Here’s what our readers have been engaging with the most this week. We’re having AI month on ClickZ and as you can see in addition to the COVID-19 relevant content, readers have been keen on knowing how AI fits martech.
The post Key Insights: B2B content marketing decoded, top marketing technologies, and AI spotlight appeared first on ClickZ.Reblogged 1 year ago from www.clickz.com