How to Create Binge-Worthy Content Experiences that Move Buyers to Buy
Speaker: Ardath Albee | CEO, Marketing Interactions
Content saturation changes the way B2B buyers engage. They can’t read everything, so it may look like your content marketing engagement is declining, but it’s really a matter of timing. Once an initiative is activated, your buyers will read all the relevant content they can get their hands on. They will binge.
Buyers want to control their buying process and marketers can answer this need by enabling binging on demand. To make this happen, you’ll need to present your content in a way that allows buyers to connect the dots, see the value, and mitigate the risk via swift immersion—exactly when they want it.
At the end of this session you will be able to:
- Determine which elements in content inspire binging
- Understand what personas bring to the binging party
- Take a different approach to nurturing that speeds buying decisions
- Use binge-worthy content to accelerate an ABM model