At the Content2Conversion conference in Scottsdale, there were a lot of hands up when Lee Odden asked how many in the audience had been tasked with developing substantially more content for 2015.
The hands in the air were far, far fewer when Lee asked how many in the audience had been allocated an equal amount of resources for the development of that additional content.
82% of senior executives are say more content is a significant driver in their buying decisions according to a report from Deman Gen Report. As more buyers are consuming more content, Odden says “you gotta fish where the fish are.”
But in addition to that demand for more content is the demand for more meaningful content. “More” content isn’t going to cut it anymore. B2B buyers are swimming in more information resources than they could possibly consume. It’s a concept that Mark Schaefer calls “content shock.” To quantify that, the Custom Content Council reports that $40 billion is spent on content development in 2013 alone.
So the predicament B2B marketers find themselves in becomes not only creating enough content, but in creating content that actually gets noticed and acted on by buyers.
Live from #C2C15 – Lee Odden on How to Co-Create B2B Marketing Content With Influencers
