Your B2B content asset has been downloaded — huzzah! But like the old adage about the tree falling in the forest yadda yadda, is that content download a win if no one’s actually reading it?
According to NetLine’s 2024 State of B2B Content Consumption and Demand Report for Marketers (grab your copy here), the content consumption gap is growing.
Meaning what, you ask?
While professionals clicked on historic levels of content this past year, the time to consume it slowed by 2.5 hours, widening the consumption gap by almost 9% YOY. This misalignment can lead to missed opportunities, decreased engagement and ultimately, lower ROI on your content marketing efforts.
Why the gap? The study reveals three overarching issues that are contributing to the growing gap:
- More decision-makers. Fifty-nine percent of B2B buyers have at least four people (!!) involved in their buying decisions. Today’s B2B content has to be scrutinized among a larger team with different opinions and priorities. As the saying goes, too many cooks in the kitchen can spoil the broth.
- Added work, less time. Your B2B audience has high demands for their time and attention. Which means you have to get in line and wait your turn.
- Urgency to prove ROI. Professionals are holding out for content that meets their immediate needs while aligning with their business goals for future gains — which requires a careful balance.
In today’s crowded digital landscape, standing out from the competition is key, and closing the content consumption gap can give you that edge in your B2B marketing. To make that happen, your strategy may need a little fine-tuning.
Know who you’re talking to.
Tailor your content to address the specific needs and interests of your intended audience. Who are your target buyers within an organization? According to the NetLine study, C-level executives, VPs and owners are crucial in immediate buying decisions, while supervisors, directors and managers are not. Consider the types of detail and information these professionals require in order to make a purchase.
Also consider the job areas you’re targeting. For example, manufacturing and operations professionals may want and need solutions immediately. On the other hand, education professionals may take additional time for consideration.
Diversify content formats.
Your audience consumes content in multiple ways — articles, videos, transcripts, podcasts, infographics and more.
Did you know that ebooks remain the most popular content format for B2B professionals, representing 40% of all demand? And compared to 2022, users requesting case studies were 78% more likely to make a purchase decision in the next 12 months. To reach a wider audience and close the content consumption gap, diversify your content formats to see what resonates best with your audience.
Have patience with your prospects.
Step back and expect them to take some time to consume your content and discuss it with necessary colleagues. The study suggests giving people at least two days before you follow up. Persistence is key to reaching your sales goals, but timing is everything. Jumping the gun won’t get you the results you’re looking for.
Consume, digest, convert
Remember, B2B buyers are just people, too. When you align your content and expectations with their needs and preferences, you can help encourage buying decisions and build lasting relationships with your audience.