NetLine’s annual analysis of B2B content consumption and demand has always been a valuable resource for marketers. This year’s report, based on 6.2 million first-party content registrations, offers six key insights that are set to redefine our marketing strategies.
Firstly, the data shows that users are increasingly willing to engage with gated content. Despite some skepticism from marketers, the demand for gated content has been steadily rising, indicating that users are willing to provide their information in exchange for valuable content. This should encourage marketers to create high-quality gated content that adds value to their audience’s professional journey.
Secondly, buyer-level intent data has become crucial for improving engagement. Understanding which content formats resonate with different job levels and industries can significantly enhance the effectiveness of marketing strategies. With Google phasing out third-party cookies in 2024, leveraging buyer-level intent data can help marketers stay ahead of their audience’s needs and preferences.
The widening of the Consumption Gap highlights the importance of strategic patience with content consumers. Providing space for leads to digest content before actively engaging with them is essential for building lasting relationships. Marketers must strike a balance between patience and readiness to ensure respectful and productive interactions with their audience.
Artificial Intelligence (AI) has emerged as a hot topic in 2024, with a significant increase in AI-related content demand. Marketers now have the opportunity to lead conversations in this space and address their audience’s questions about AI. Simplifying content for the C-Suite can also drive engagement, as top executives prefer clear and concise information.
While e-books remain popular, case studies are proving to be a powerful tool for driving purchase intent. Users engaging with case studies are more likely to make a purchase within the next 12 months, highlighting the importance of showcasing real-world success stories.
As we navigate through the ever-evolving landscape of B2B content marketing, these insights from NetLine’s report serve as a compass to guide us towards creating content that resonates, engages, and converts. By leveraging these key findings, marketers can adapt their strategies to meet the changing needs of their audience and drive meaningful results in 2024.