Without a doubt, the challenges and changes of 2020 have pulled business customers towards digital formats more than ever, especially with video and audio content.
Is Text Content Dead? Of course, text will always have its place in content marketing like this very blog post, but video and audio in recorded or live formats have emerged as a top preference for customer engagement. Whether livestreaming on LinkedIn, Twitter and Facebook or publishing podcasts and hosting rooms on breakout audio social network, Clubhouse, content marketers have a significant opportunity to create more engaging experiences to meet the evolving expectations of their customers in 2021.
Understand the Why. But none of that matters if B2B marketers don’t get their house in order when it comes to the why of using video and audio formats. “Because our competitors are there” and “I just read a B2B marketing trends blog post” cannot be the only drivers for business brands to start livestreaming video, produce a podcast or start engaging on platforms like Clubhouse and Twitter Spaces.
Perspective Matters. The problem with how many B2B brands approach livestreaming video or producing audio content and experiences is the problem with all B2B content innovation: Brands that take an ego-centric view of content focus entirely on the information they want to promote vs delivering content experiences on topics and in formats customers are actually most interested in.
The Big Mistake. For content…