The Content Conundrum: Are Written Words Enough for B2B Brands?

In the digital age, the internet is awash with written content as B2B brands strive to demonstrate their subject matter expertise and achieve SEO success. Every brand is racing to produce a vast amount of content, aiming to rank higher on search engines and attract more visitors. But while this flood of written word may be making SEO algorithms happy for the moment, it's time to ask: what is it actually doing to move your prospect accounts from non-aware to aware, and then to engaged throughout the opportunity cycle? And what about your existing customers? How is this deluge of content helping to retain and expand those relationships?

From Non-Aware to Engaged: The Missing Link

Producing a high volume of written content is a good start, but it’s not enough to truly engage your audience. Here are a few critical questions to consider:

• Awareness: Are your prospects merely skimming through your content, or is it compelling enough to grab and hold their attention?
• Engagement: Does your content encourage interaction, or does it just sit there, waiting to be read?
• Conversion: How effective is your content at guiding prospects through the buyer's journey and converting them into leads or customers?

Retaining and Expanding Customer Relationships

Retaining customers and expanding accounts go beyond just keeping them informed. Your content needs to deliver value and foster a deeper connection. Written content alone may fall short in achieving this. Consider the following:

• Retention: Are your articles and blog posts helping customers solve their problems, or are they simply adding to the noise?
• Expansion: Is your content inspiring customers to explore more of your products and services, or does it leave them wanting more?

The Power of Video and Audio Content

If your competitors are all producing tons of written content, now is the perfect time to differentiate your brand by leveraging video and audio content. Here’s why:

• Engagement: Video and audio content are more engaging and can convey complex information more effectively.
• Personal Connection: They allow you to connect with your audience on a more personal level, humanizing your brand.
• Versatility: Videos and podcasts can be shared across multiple platforms, reaching a broader audience.
• Retention: People are more likely to remember information presented in a video or podcast compared to text.

Standing Out in a Crowded Market

In a market flooded with written content, standing out requires innovation and a willingness to explore new mediums. Here’s how you can get started:

1. Create High-Quality Videos: Invest in producing high-quality videos that provide value, entertain, and inform your audience.
2. Launch a Podcast: Share your expertise and insights through a podcast, giving your audience the flexibility to listen on the go.
3. Webinars and Live Streams: Host webinars and live streams to interact with your audience in real-time, addressing their questions and concerns.

Conclusion

While written content is important for SEO and establishing expertise, it's not the be-all and end-all of content marketing. To truly move your prospects through the buyer's journey and retain your customers, consider diversifying your content strategy to include video and audio formats. By doing so, you’ll stand out in a sea of written words and create a more engaging, memorable experience for your audience.

Something to think about as you plan your next content strategy – lean into the power of video and audio, and watch your engagement and retention rates soar.