Category: Content Marketing

ontent Consumption,

B2B Buyers’ Engagement With Digital Content Has Grown During the Pandemic, With Some Behavior Changes

Among the myriad impacts that the COVID-19 pandemic has had on the professional world, B2B digital content engagement has increased significantly since lockdown directives were put in place, with asset views up by 40%. So finds PathFactory’s recent report exploring the state of B2B content engagement since the outbreak based on surveys fielded before and during the pandemic. In terms of overall content consumption, executive summaries saw the biggest increase by some margin – engagement with this type increased by 256.6%, almost double the increase of landing pages which saw the next biggest increase. Read More:

IAB Europe’s post-third party cookie guide: What publishers need to know

IAB Europe, the European industry association for digital advertising, has just released its ‘Guide to the Post-Third-Party Cookie Era’, to prepare brands, agencies and publishers for the post-third-party cookie advertising ecosystem in 2022. Although this figure has been challenged – research by University of Minnesota, University of California, Irvine, and Carnegie Mellon University suggests publishers only get about 4% more revenue for an ad impression that has a cookie enabled than for one that doesn’t – the end of third-party cookies nevertheless demands that publishers transition their ad revenue models. Read More:

the Development of Effective Content

Finding Budget to Scale Content Is a Key Challenge for Marketing Leaders

Close to half of marketing leaders say that when it comes to developing impactful and effective content, having the budget to develop high-quality content at scale is among their top-3 challenges, making this the most widely cited obstacle, per a recent report from the CMO Council and Rock Content. Content marketing budgets have been increasing, but clearly it’s expensive to create quality content at scale. Read More:

Customer Engagement Strategies

Content Plays Various Roles in Brands’ Customer Engagement Strategies

A recent report from the CMO Council and Rock Content reveals that marketing leaders believe interactive brand content is helping to communicate brand promise and value, deliver thought-leadership, and differentiate products and services as well as enable demand generation strategies. Of the almost 200 marketing leaders from B2B, B2C and hybrid organizations surveyed, 61% named the communication of brand promise and value as one of the top 5 roles that content plays in their customer engagement strategy. Read More:

Sourced Content

B2B Buyers Rely on Vendor Websites for Content

Where are buyers finding the content they need? For most buyers of marketing technology, vendor websites have proven to be an important source of content throughout each stage of their journey, per research from FocusVision. While internet search was also a popular choice, buyers rely on getting content through vendor websites more than they do through social media, publications they read regularly and email sent to them. Read More:

Ad-buying agencies are cozying up to SSPs, creating more transparency questions

In the rush to control how SSPs manage programmatic auctions, agencies risk digging up old concerns around the neutrality and transparency of what they do. Despite suspicions from both publishers and advertisers, agencies are pushing hard to formalize their ties to SSPs. And most, if not all, these moves are motivated by the agency’s need to consolidate their media dollars into a handful of SSPs in order to get lower rates. Read More:

‘Subscribers reading 0 to 10 days a month – the cancellation rate is cut by more than half’

6 TRENDS FROM THIS YEAR THAT PUBLISHERS CAN CAPITALIZE ON IN 2020: Many publishers are only just starting to accept this, with a survey from INMA finding that 59% of publishers spend less on engagement than they do on acquisition. We expect in 2020 to see more publishers follow the lead of the Financial Times and others that now spend at 3x times more on engagement than acquisition. Read More: