As the pandemic continues, it is noteworthy to see the impacts it has had on B2B Content Consumption.
Extended furloughs and the closing down of brick-and-mortar stores worldwide have brought physical interactions to a sudden halt.
Subsequently, digital content has emerged as vital, as many firms look at ways of adapting to “the new normal”. The disruptive spike in internet usage has left B2B marketers head-scratching, as it is needless to say the climate is volatile.
In such strange times, we have the perfect remedy for your marketing headaches: an insightful report on what’s to come, packed with consumer data, and vendor-agnostic statistics to understand the changes in content consumption and how to respond to give your firm a fighting chance in this crisis.
Content Engagement in a New World
More Consumption
A report by PathFactory is evident to the fact that in the absence of physical meetings, digital consumption has spiked. There are two key findings in this report-
- There is increased traffic on customers’ content.
- The average number of sessions of a visitor has also increased.
This can be explained by the fact that, in these strange times, the need for business consumables is similar to before, only the method of delivery has changed to entirely digital.
Reduced attention spans
While the average binge rate (accounts for visitors who consume more than one content asset in one seating) has increased significantly; the average length of each session has significantly fallen. This suggests three things-
- The appetite for content has gone up, as visitors are consuming more in one go frequently.
- The visitors want to consume the most content in the least time.
- The attention span of the visitor is reduced, as indicated by the average session length.
Focus on Bingers
By multiplying the number of sessions with the average length of each session we compute the total time of engagement. Analysis of this data reveals two key statistics.
- 18% increase in engagement for bingers
- 26% decrease in engagement for non-bingers
Hence, it is absolutely imperative that a business finds its own bingers who voraciously consume content, and we at Logichron can help you connect to your unique set of interested demographic.
Return of Traffic
Further analysis of the returning traffic of pages indicates that
a) An increasing number of visitors are returning to pages, with 84.5% of them returning at least one more time to consume more content.
b) The median time between the visits is almost 50% shorter in the post-COVID world.
Just as how continuous updates on the pandemic news were absorbed, people returned to see how their professional lives were changing continuously. To keep a track of the ever-changing B2B world, and the marketing needs of a new order you can trust Logichron.
The kind of topics used by marketers to engage with their clients went through a seismic shift as emergency guidelines and other pandemic related information was relayed constantly. Also, increased usage of software packages and data meant that topics related to cybersecurity and adaptation to new work environments and schedules also surged. Other than these, this report on multiple brand analysis by Moz, suggests the following five topics of being wanted by readers:
- Remote Working
- Shipping Standards and Delivery Protocols
- Transactions and Payment
- Asset Designing Tools
- Ethical Consumption Trends
Content-type
So one may ask what kind of content is consumed by businesses these days? It is easy to see why webinars and videos take the cake, leading the charts with high engagement rates as well as low bounce rates. Creators using brochures, landing pages, and executive summaries seemed to do better than those using datasheets, analyst reports, and guides. It is also noteworthy that e-books have done much better than most other long-form pieces of content in terms of holding attention as well as returns. All in all, the following things can be concluded from the above-mentioned observations:
- Visitors are pressed for time and want to consume content with shorter time durations.
- Snapshots of reports and summaries are easier to read, hence more frequently accessed
- Webinars are easy to organize with a plethora of video-conferencing tools like Zoom, Meet, and Teams being free.
- Video content is gradually making text content obsolete.
Thus, in a nutshell, digital content has become the sole engagement source for B2B marketing and hence the demand for efficient and targeted content is surging. The times are changing, and Logichron can help empower your business with all that’s required to have a fighting chance and adapt to the new world.
Logichron is a leading Lead Generation company which offers all the marketing solutions in one place.
