As B2B marketing becomes more customer focused, businesses must find ways to engage consumers with content. It's no longer effective to deliver static materials to audiences. Organizations must find ways to generate content marketing that is a first step in an inbound journey the consumer can control.
Marketing Interactive, an advertising information source, said 2016 will be the year of innovative customer-focused inbound marketing strategies. Top-performing B2B companies will leverage their big data analytics to gain insight into customer context and experience. The information should provide plans for materials that encourage B2B lead nurturing, inbound education and social media sharing.
Many companies already use interactive marketing tools. Business 2 Community shared some examples of organizations that provide interactive web designs and product demonstrations. Innovative content allows audiences to choose what they will see and how.
Businesses need content marketing that works with a variety of platforms including mobile advertising. If a company doesn't have the necessary tools at its disposal, it can partner with a professional marketing agency. By working with the right third-party expert, an organization can study its existing data to create materials to engage future audiences. An interactive marketing agency can also provide insight into new technology or how to effectively utilize existing tools in innovative ways.