Customer experience: the B2B buzzword that’s not going away. And for good reason – it’s been shown to have a very real impact on the bottom line. But with a growing list of technology options designed to address constantly changing customer expectations, it can be difficult to know where to place your bets. The solution? Using brand as a roadmap for creating a customer experience strategy that’s consistent, relevant, and distinct from the competition.
In an increasingly digital world, B2B firms can no longer get away with producing content that doesn’t offer a unique point of view. But with so much content out there, it can be difficult to stand out, and many companies have started to look more like thought followers than thought leaders. So how can you create content that moves the needle and establishes stronger connections with clients and prospects? Applying a brand lens to everything you create may be the way to achieve true differentiation.
We’ve all heard the virtues of a “less is more” approach, but when it comes to B2B content, a “more is more” approach may be the way to go. While snackable content may remain popular in the B2B space, research shows that short-form content may not actually be the most effective approach for generating awareness and engagement. Instead, marketers should invest more resources into in-depth, high-quality content – and use analytics to find the right mix of long and short.