This blog post is the first in a series responding to findings in the new study on B2B marketing content from the Content Marketing Institute and MarketingProfs, and sponsored by Brightcove. The B2B Content Marketing report shows, not surprisingly, that B2B marketers are increasingly focused on driving revenue.
Technology has finally caught up to marketers’ visions of storytelling possibilities.
The success of video marketing, like all marketing, hinges on great content. Marketers have to tell stories that are of service to their target audiences, inspire further investigation on the part of the viewer, and also demonstrate how the product or service offered solves a very real need.
As the role of the marketer has moved from delivering impressions to delivering bottom line results, the marketing model has also evolved from the funnel to the customer lifecycle. SiriusDecisions reported that 67% of the buyer’s journey is driven through digital channels and content.